For founders, leaders, agencies, and brands who need clarity before the next big move.
I help you make sharper creative and strategic decisions before wasting time, money, or momentum on the wrong move. With over 20 years of full-service agency experience, award-winning creative direction, and a strong instinct for what makes ideas land, I bring the no-bs outside perspective to positioning, brand direction, product strategy, campaign thinking, and market decisions. I'm your senior creative strategist who can look at the whole picture, challenge assumptions, see what’s missing, and help you decide what to do next — sans the overhead.
Consulting Services
- Creative Direction
- Big Idea Development
- Social Media Strategy
- Content Strategy
- Brand Strategy
- Brand Positioning
- Brand Storytelling
- Branding & Naming
- Retail Experiences
- Product Strategy
- High-Level Problem Solving
- Fractional Creative Direction
- Brand/Business Advisor
How I can help you —
The Clarity Hour
A focused 1-on-1 consulting session for when you need sharp perspective without the overhead and second-guessing the move. Bring the decision, idea, offer, brand issue, campaign, or brief you’re stuck on. I’ll help you see what matters, what’s not working, and what to do next.
- Vet the business idea
- Pressure-test the offer
- Clarify the market angle
- Review the website, pitch, or launch plan
- Identify what’s weak or missing
- Leave with clear next steps
Monthly Retainer
For brands, founders, teams, or agencies that need consistent access to experienced creative and strategic direction. This is where I become a thinking partner for the business: helping you make better decisions, sharpen ideas, review work, improve messaging, and keep the brand moving in the right direction.
- Ongoing advisory
- Review key business and brand decisions
- Sharpen offer, positioning, and messaging
- Guide vendors, teams, or agencies
- Improve marketing before it goes live
- Keep the business focused and moving
Project Work
For defined projects that need more than a call. This is a 2-4 week deep dive sprint for brands, campaigns, or creative opportunities that need serious thinking, structure, and direction. I come in, assess what’s going on, identify the opportunity, and help shape the work so it actually lands.
- Campaign concept development
- Brand and positioning direction
- Offer and messaging framework
- Business idea audit
- Launch / go-to-market plan
- Pitch or sales deck direction
Need something different?
Apply here with what you need, and I’ll follow up within 24–48 hours. Please make sure to be as detailed as possible and upload any helpful files via the "Browse" button.
✹ CaseStudies
Hotel 45
For Marriott’s Tribute Portfolio property in downtown Macon, Georgia, the goal was to create a name, identity, and brand story deeply rooted in place. Hotel Forty Five was inspired by the 45-degree angle where Cotton Avenue and Cherry Street meet, while also nodding to 45 RPM records and Macon’s music legacy. The identity pulled from the city’s texture — cotton, concert halls, the Allman Brothers, Little Richard, Otis Redding, and the patina of the Macon City Auditorium dome — then extended into restaurant and bar concepts like LOOM and Hightales.
Visit Florida
When COVID brought travel to a halt, VISIT FLORIDA needed to keep the state top of mind while preparing for recovery. The campaign paired an emotional anthem message with intent-driven content focused on open-air, outdoor Florida experiences travelers could enjoy as the state reopened. The work helped fuel the rebound, contributing to a 70%+ lift in visitation, 1.5x higher arrival lift, and 9 million more visitors than projected.
Made x Cooks
Made by Cooks needed a complete brand build that could match the quality, flavor, and chef-driven personality behind the product. The work shaped the brand from the ground up — identity, visual direction, packaging expression, content, and social presence — turning a Puerto Rican sauce brand built by chefs into something bold, premium, appetizing, and ready to stand out beyond the shelf.
Lipton Iced Tea
Lipton’s new Southern flavors needed a launch with more personality, so we gave them Cousin T. Played by Grammy Award-winning T-Pain, the character led a ’90s-style digital web series filled with laugh tracks, family energy, and flavor-driven comedy. Coming out of a year of pandemic separation, the campaign celebrated families reconnecting, with each flavor representing one of Cousin T’s “personali-teas”: Georgia Peach for the turn-up, Southern Sweet Tea for his helpful side, and Green Tea for when it was time to Zen the F out.
Snickers Jovanigram
Snickers needed a social idea that could turn its “You’re Not You When You’re Hungry” platform into something more personal and shareable. Jovanigram let fans create customized video messages from NFL star Jovon Johnson, using humor, hunger, and trash-talk energy to make the brand feel interactive instead of just broadcast. It took a simple product truth — hunger changes your mood — and turned it into a social-first experience people could send, share, and laugh at.
UW-Madison
UW–Madison needed a campaign that could turn school pride into something bigger than tradition. The work positioned the university as a place where legacy, ambition, and real-world impact meet — giving prospective students, alumni, and the broader community a sharper way to see what makes Wisconsin matter.
Facebook Elevate needed a social-first campaign that spoke directly to Black and Latinx entrepreneurs. The work positioned the platform as a practical support system for business owners looking for tools, training, mentorship, and community — making growth feel more accessible, actionable, and built for them.
Holsum
What started as a one-off outdoor billboard project for Holsum has grown into a strong, ongoing 12+ year creative partnership across Holsum, Bimbo, and Country Hearth. The work has expanded into social strategy and management, advertising campaigns, consulting, food photography, content development, and continued brand support — helping keep some of Puerto Rico’s most familiar food brands relevant, recognizable, top of mind, and deeply connected to everyday family traditions.
Fantasy Sports PR
Fantasy Sports PR was a new app entering the market as the first and only platform in Puerto Rico licensed to offer daily payouts. Built first around NBA and BSN, with baseball and other sports coming next, the app needed a clear identity, marketing direction, and social media foundation from day one. I was brought in to create that foundation from scratch and continue supporting the platform through ongoing brand, marketing, and content work as it grows.
Got questions?
I help founders, brands, agencies, and leaders make sharper creative and strategic decisions. That can mean clarifying positioning, reviewing a campaign idea, shaping creative direction, pressure-testing an offer, or helping you decide what move makes the most sense. You bring the challenge. I bring senior creative perspective.
No.I’m not replacing your agency, designer, copywriter, marketing team, or production partner. I work on the thinking before the execution: the direction, the idea, the positioning, the strategy, and the decision.
I’m a Puerto Rico-based creative strategist, creative director, and consultant with 20 years of experience in advertising, branding, design, campaigns, and creative problem-solving. I’ve worked nationally and internationally at some of the top agencies in the world, across markets including New York, Chicago, Los Angeles, Puerto Rico, and beyond. My work has touched global clients, regional brands, and local businesses — giving me a wide view of how ideas behave across different markets, audiences, budgets, and levels of ambition. Over the years, I’ve led creative thinking, shaped positioning, built campaigns, developed product and brand ideas, and helped turn vague business challenges into clearer creative direction. Along the way, my work has earned more than 20 advertising and creativity awards. My background sits between strategy and creativity: brand positioning, campaign thinking, product ideas, visual direction, messaging, content, and market perspective. That’s what I bring into this work — not a rigid consulting framework, but two decades of seeing what works, what doesn’t, what gets over complicated, and what actually makes an idea land.
If you have one specific decision or challenge, book a Clarity Hour call.If you want ongoing access to senior creative perspective, choose the Retainer service.If you need a deeper review and recommendation around a bigger business, brand, campaign, or positioning decision, choose the Project service.
I work across many industries, especially where brand, creativity, positioning, product, or market perception matters.My background includes advertising, branding, consumer products, campaigns, design, strategy, content, creative direction, ideation, and business ideas. The common thread is not the industry — it’s the need for sharper thinking.I’ve worked across industries including hospitality, food and beverage, consumer packaged goods, retail, education, healthcare, financial services, tourism, technology, sports, entertainment, lifestyle, and nonprofit.
My core work is creative strategy and direction— ideas, but I also support select executional needs when they connect to the bigger idea. That can include branding, design direction, social media, campaign concepts, copy, signage, packaging, presentations, and branded materials. The common thread is direction: making sure the work is clear, sharp, and built around an idea that actually lands.
Because you need the work to land.I bring top-tier creative thinking, taste, strategy, and foresight without the agency overhead. One less headache. One less decision. One senior creative partner who can see what matters, call what’s weak, and sharpen the move.When direction matters, I’m your guy.