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Work Background
Vallen North AmericaMarketing Creative Lead
Nov. 2024 - May. 2025United States, BelmontCreative Art Lead for the Brand & Design Team (US, Canada, and Mexico)
- I manage creative teams across the US, Canada, and Mexico.
- Development of regional and local campaigns (North America)
- Experience in both B2C and B2B sectors, focusing on digital content, branding, visual identity systems, and retail communications.
- Responsible for managing work agendas.
I provide creative direction for the internal creative teams.
- Coordination and relationship with advertising agencies and suppliers.
- Leading digital campaigns to craft visual expressions of the Core Creative Idea that are aligned with the Brand Essence and Architecture.
- Experience working with cross-functional teams
PepsiCo Foods North AmericaCreative Art Lead
Mar. 2024 - Jul. 2024Mexico, Mexico CityCreative Art Lead & Shopper Marketing Strategist for the Content Development Team (PepsiCo Foods US & Canada)
- Brands Lay’s, Doritos, Stacy’s, Quaker.
- Developed initiatives across four business units: Positive Choice, Shopper Marketing (including DX, Walmart, and Sam's), Sales, and Canada Foods.- Drive integration between shopper needs & content creative thinking to deliver a better shopper experience.
- Focused on retail and omnichannel communications, go-to-market projects, digital content, branding, VIS identity systems, and packaging.
- As the team leader, managed a team of 7 design managers and 25 designers.
- Experience working with cross-functional teams- Experience on content & production creative development
Augusto ElíasHead of Art
Jul. 2022 - Nov. 2023Mexico City, Mexico. Creative and Art Direction in special projects.
. Management of work schedule and art direction of the creative team.
. Integral Campaigns, OOH, TV Spots, Packaging & POS. McCormick. The first campaign made with AI for the brand.
. Store Opening Campaigns. Grupo La Comer.
. Digital Campaigns and Brand Experiences for Gaming division. Little Caesar’s.
KingdomCreative Director. Head of Art & Design Director
Aug. 2018 - May. 2022Mexico CityHead of creative team.
.Branding, VIS Identity System, packaging, naming creation, innovation product workshops for local and regional markets. Knorr.
.Packaging. Hellmann´s.
.Digital campaign, Precision Marketing Campaign, POS campaign (Shopper mkt). Magnum.
.POS communication, OOH and social media content. The North Face.
.Branding, packaging, retail, web design. Beam Brands.
.Social media content and web design. Cotton Latino.
ATL, BTL, Shopper Mkt & Digital. Beam Brands
OOH. Bonafont
Social Media. Cotton Latam.
. Branding campaign, TV spot, Print, Digital campaign & Display campaign. Natura’s Central America
ElásticaFounder. Creative Director, Design Director
Dec. 2016Mexico, Mexico City-Founder and Creative Director, responsible for coordinating work agendas and managing budgets. Overseeing relationships with suppliers and production companies.
- Experience in branding, visual identity systems, packaging, and regional shopper marketing toolkits. Expertise in brand experience, out-of-home advertising, in-store campaigns, go-to-market strategies, and social media marketing.
- Developing exciting Core Creative Ideas for Regional Brands (as Lead) and local brands
- Notable brands worked with include Gruppo Saviola in Italy, Europe, and Latin America; PepsiCo in the Caribbean and South Cone; L'Oreal; Uber Eats in Mexico; and Applebee's in the USA.
La Sociedad CDMXCreative Director / Planning Shopper Mkt
Feb. 2015 - Dec. 2016Mexico City Area, MexicoHead of Creative department at Mexico city Office.
.Openning of the Mexico City Office. (The team grow to 15 members in 2 years.)
.Head of Creative at Mexico city office and Creative Direction of local creative team and remote team members located in Monterrey. .Omnichannel POS campaigns, POS strategy, Ecommerce, Social media content and promo. Pantene, Head & Shoulders, Downy, Gillette, Old Spice for Mexican market & Latam.
.Packaging and innovation product workshops. Pizza Hut & Helados Nestlé.
.Retail communication. Weber & Silk.
Havas Worldwide MéxicoCreative Director
Jan. 2013 - Jun. 2013Mexico City Area, Mexico.Creative Team Leader for Audi.
.Launching and integral campaigns: OOH, print, radio, retail and promotions.
Global campaign adaptations.
.Project management and approval of social media campaigns created by Element digital agency. Audi.
Visual latina Global / ArgentinaCreative Director / Senior Art Director
Mar. 2009 - Jun. 2012Buenos Aires, Argentina.Creative Team Leader in charge of global and US hispanic market campaigns. .POS communications, Brand Identity, VIS Identity System, packaging, and BTL.
Coca Cola, Powerade, Sprite, Fanta & Jugos del Valle. US hispanic market and Global. .POS communications, brand experiences, promo and social media content. Buchanan´s, Budweiser, Budlight Hispanic Market US.
.Brand experience and graphic campaign OOH. Bacardí UK.
Visual latina Global / ArgentinaCreative Director / Senior Art Director
Apr. 2006 - Feb. 2009México DFHead of Creative Team
.Opening of the division in charge of regional and global projects.
.The only agency that works with the entire Coca Cola Company portfolio in Mexico.
.POS Communication, Brand Identity, packaging, BTL & Design of regional implementation toolkits. Coca Cola, Powerade, Sprite, Fanta, Ciel, Nestea & Jugos del Valle. Coca Cola Company Mexico, Latam & Global.
Publicis DialogSr Art Director
Mar. 2005 - Apr. 2006Mexico City Area, Mexico.Integral campaign, BTL activations, POS communication, Packaging and Brand Identity. Beam Brands, Tequila Sauza, Hamilton Beach, Pert Plus.
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