I build the campaigns that make sports feel like culture.

For 18 years I've led integrated marketing for some of the most recognized names in sports, entertainment, and lifestyle: MLS, Coca-Cola, Tito's Vodka, DC United, Sprite, McDonald's, and The North Face. My work lives at the intersection of brand strategy, multicultural storytelling, and cultural credibility that can't be manufactured.

The defining chapter of my career started as a 90-day project. It became an 8-season, multi-million dollar retainer: 25+ national TV spots, campaigns that consistently outperformed league benchmarks, and a brand platform called "Our Soccer" that earned coverage in Rolling Stone, Billboard, Forbes, AdWeek, and Sports Business Journal.

Along the way I've built campaigns around Grammy-nominated artists: Doechii, Swae Lee, Prince Royce, TOKiMONSTA, and Academy Award-winning talent like Matthew McConaughey. I've launched multicultural strategies reaching Black and Hispanic audiences at national and local scale across the LA Dodgers, Brooklyn Nets, and Dallas Cowboys. I kept a flagship account fully intact through a global pandemic with zero revenue loss. And I've done all of it bilingually, in English and Spanish, because the audiences I serve deserve to be spoken to in their own voice.

I'm currently pursuing VP Group Account Director, VP of Marketing, and VP of Accounts opportunities in sports, culture, and lifestyle marketing.

Experience

Cornerstone Agency / The FADER 12/2017  - Present 

Group Account Director (2022 to Present) · Sr. Account Director (2020 to 2022) · Account Director (2017 to 2020)

  • Transformed a 90-day MLS project into an 8-season, multi-million dollar retainer producing 16+ national TV spots annually and sustaining double-digit fan engagement growth across every season

  • Launched MLS's "Game On" 30th season campaign featuring Grammy-nominated Doechii with record-breaking digital reach and brand lift across TV and social

  • Retained the full MLS account through COVID-19 with zero revenue loss, pivoting creative, production, and media planning in real time for a season without fans

  • Produced "25 Years in 25 Seconds" with Matthew McConaughey for MLS's 25th season, outperforming all previous campaign benchmarks including brand lift and intent-to-watch on ESPN, FOX Sports, Univision, and international partners

  • Launched the "Our Soccer" brand platform, earning coverage from Rolling Stone, Billboard, AdWeek, Forbes, and Sports Business Journal

  • Developed Tito's Vodka multicultural strategy reaching Black and Hispanic audiences across the LA Dodgers, Brooklyn Nets, and Dallas Cowboys

  • Led Coca-Cola's NCAA Final Four music activation featuring Khalid, BIA, and Halsey with broadcast coverage reaching millions and measurable brand affinity

  • Launched DC United's "Foundation" brand platform, repositioning the club's identity around Washington D.C. culture with an integrated TV spot and visual toolkit

LATV 1/2015 – 11/2017

MARKETING DIRECTOR

  • Built LATV's branded content operation from the ground up across 16 shows and all digital channels

  • Generated new advertiser revenue through competitive RFP wins and brand partnership development

  • Pioneered the network's expansion from linear broadcast into content-driven digital campaign partnerships

Education

Auckland University of Technology (New Zealand) 01/2009 – 07/2011

Double MBA | Sustainable Development and Operations Management. 

California State University Fullerton 08/1999 – 05/2004

Double Major | Advertising and Radio, TV, Film production.   

Press & Recognition

Campaign work featured in Rolling Stone · Billboard · Forbes · AdWeek · Sports Business Journal · Complex · Vibe · The Fader · SoccerBible · The Drum · 2018 to 2025

Selected Clients

MLS · Coca-Cola · Tito's Vodka · DC United · Sprite · McDonald's · The North Face · Sonos · ESPN Latin America · Ford · Sony Pictures

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