- Real Zepeda Tequila
- Iridian
- Boston for the 2026 World Cup
MarketingBoston2024
Real Zepeda Tequila
A Jalisco tequila trying to be seen next to Don Julio, Luna Azul and Hornitos in the United States, with none of their budget.
The product shots were not moving anything. What moved was the founders: on camera, telling where the tequila comes from, in bars and kitchens around Boston and New England that people recognized. We also stopped posting into the void and started collaborating with the restaurants that already poured it, so each piece reached two audiences.
The strategy came out of a gap analysis against the big brands, and every week we reran what the numbers said and repeated the format that worked.
Account managementBogotá2022 – 2023
Iridian
A pharmaceutical brand in a regulated category, where half of what you want to say about the product is not allowed.
Email, storytelling and paid across Google and Meta, plus the content calendar and the live event coverage. I directed a team of designers, content managers and media buyers who did not report to me, which is where I learned that a brief people believe in travels further than one they are told to follow.
Weekly performance reviews went to the client's marketing director on Looker Studio dashboards. Two technology accounts ran alongside it.
Graduate workHult2024
Boston for the 2026 World Cup
A campaign to position Boston as a destination for the tournament, with a 1.5 million dollar budget and real stakeholders on the other side of the table.
Built with Meet Boston and the agency Allen & Gerritsen, under Dr. Caryn Pang. Market sizing, the audience we could actually win, the channel plan and the calendar from January 2025 through the opening match.
It was the first time I had to defend a budget I did not control to the people who did, which turned out to be most of what enterprise selling is.