12% Smoking uptake declines Scaled across targets Client & Hispanic category first Reggie Award GM adopted strategy 12% Smoking uptake declines Scaled across targets Client & Hispanic category first Reggie Award GM adopted strategy

Weaponizing cultural truths to fire up the heart and action.

360° campaign with emotional shock value plus hard facts broke the ‘cool’ myth among youth, exposed second-hand dangers, and called out Big Tobacco’s targeting for true impact.

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CHALLENGER BRAND: WE POWER CONNECTION, DREAMS, AND EXPERIENCES INTO DEMAND.

Built in-culture framework across the 5-Ps and influencer campaigns, CX, CRM and experiences that connect and convert.

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MULTICULTURAL PIONEER: WE SERVE UP BRAND LOVE, MOMENTS OF JOY, AND LOCAL SALES.

Cultural marketing and innovation across targets, products, value, markets, and platforms delivers real connections that impact.

CATEGORY LEADER: WE STAY AUTHENTIC, IN COMMUNITY, AND IMPACT THE 200% CULTURAL CONNECTORS.

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CATEGORY LEADER: WE STAY AUTHENTIC, IN COMMUNITY, AND IMPACT THE 200% CULTURAL CONNECTORS.

Fuse bicultural insight, nonstop engagement and category, marketing, and dealer journey innovation to always be #1.

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HOW TO BUILD A BRAND, TURN CULTURAL PASSIONS INTO BRAND CAPITAL, AND BREAK RECORDS.

Led Hispanic strategy across segmentation, analytics, CRM, channels, GM and local integration. A Mi Manera / Life My Way brand platform fused storytelling, influencer education + DR, social, community, PR, passion-point experiences, and targeted tactics.

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Hispanic-only brand launch drove Nestle's only global growth

Integrated anti-soda platform Pura Vida. Live Healthy with Hispanics ‘Oprah’ Cristina Saralegui activated across brand, education, community, social and retail drove rapid awareness and sales despite low health interest and premium pricing at recession peak.

Small budget. Double appeal. Big cultural impact.

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Small budget. Double appeal. Big cultural impact.

Efficient OOH and social blitz with playful culturally fluent creative making Vegas appealing to Hispanic grown-ups and kids alike drove record off-season growth and Year 2 expansion across platforms.

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Built cross-border sub-brand. Built parent brand growth.

Identified an unmet cross-border health need through segmentation, geo-health data and low-awareness indexing, and created a new sub-brand, identity, and 360º campaign with grassroots, broker, and education tools that exceeded goals.

Drove Hispanic sales for 20 years. 24/365. 38 Markets. 5 Brands.

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Drove Hispanic sales for 20 years. 24/365. 38 Markets. 5 Brands.

Data-driven Hispanic strategy with pillars of freshness, cultural food, value, inspiration, news, and app rewards, and local optimization for product mix, offers, shopper marketing, and community activation drove sustained Hispanic sales.

Fresh reposition. Simple idea. Serious results.

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Fresh reposition. Simple idea. Serious results.

Disrupted canned default perceptions with pure and simple visuals paired with bold ‘juice-up’ CTA and blind sampling across OOH, digital, TV, radio, retail, and merch and grew all metrics and sales.