About

Get a more in-depth view of how I got to where I am today. In addition to my bio, take a look at my work experience, my education and training, the awards and recognitions I’ve received, what has been written about me, and what I have written and where I have spoken professionally.

I’m a multi-disciplinary marketer with domestic and international integrated marketing experience with emphasis on digital and CRM. I’m a results-driven, creative problem solver with a proven record of business-building ideas and their effective implementation on global brands. An entrepreneurial change agent who leads by example, I’m also a strong team builder, motivator, and manager, as well as a persuasive communicator, sharp business thinker, and seasoned agency operator. I have work experience in the US Domestic, Latin America, and US Multicultural markets, across a broad range of blue-chip client and agency brands.

I was recognized by the Interactive Advertising Bureau (IAB) with the Hispanic Interactive Advertising Pioneer award. I was also named Hispanic Media All Star for Digital by Adweek magazine. Quoted in the trade press over fifty times, I have been involved in the shaping of the industry and was an active member of the 4A’s Digital Marketing Committee and a judge and presenter for the IAB MIXX Awards. I have written for Advertising Age and for other publications.

Currently, I divide my time between the New York and Washington DC offices of VMLY&R as General Manager of the DC office. I lead the areas of Creative Development and Production, Media Planning and Buying, and Earned, Shared, and Owned Media (Public Relations and Social Media) for the U.S. Census Bureau account. These areas target consumers across every audience segment in the U.S. in thirteen languages. Supported by teams across two VMLY&R offices plus extended teams across thirteen subcontractor partner companies across the country, I oversee marketing communications contracts in excess of $300 million and dozens of employees.

Most recently, I worked as Chief of Staff / Managing Director for US Hispanic, Latin America, and Caribbean at iCrossing, a full-service digital agency with a strong performance marketing pedigree. I supported the president in creating a new agency offering targeting Hispanics in the United States, overseeing the business in Latin America, and developing a capability in the Caribbean.

Prior to that, I was Chief Operating Officer of Wilson RMS + gearDigital, a direct and digital agency focused on driving business performance for clients. With a team of experienced professionals passionate about the business, I led the agency’s operations (e.g., account management, creative, implementation, development, production) across multiple office locations.

Before then, I was COO of Captura Group, a digital, content, and social marketing agency based in San Diego. I was responsible for agency operations as well as leadership of establishing a New York office via business and corporate development efforts. I also provided counsel to the CEO on company strategy issues and lead accounts.

Prior to Captura Group, at The Vidal Partnership, I was Managing Partner, Marketing + Operations, a combined CMO/COO-like position overseeing marketing (social media, trade, agency search, organizations and conferences, publicity, business development) and operations (project management, information technology, production, linguistic services, scopes of work, contracts, staffing plans). In addition, I was deeply involved in corporate strategy and development.

I was originally brought in to develop direct and digital marketing at the agency and I successfully built those practices into recognized industry leadership as Managing Partner, Director of Direct + Digital Marketing. I also created the Linguistic Services, Project Management, and Information Technology departments, and overhauled the Studio and the Print Production department, all of which I then led. Later, I designed and oversaw the merging of the digital and direct capabilities into the agency as a whole, delivering a fully-integrated offering for clients.

I am an Advisor to startup OYE! and I advise other entrepreneurs. Prior to joining The Vidal Partnership, I held management positions at Orcí, Wunderman/Young & Rubicam, J. Walter Thompson, Leo Burnett, and AT&T.

I hold an MBA with concentrations in marketing and organizational behavior from the Kellogg School at Northwestern University, including graduate-level coursework in the Integrated Marketing Communications program at the university’s Medill School. I also hold a Bachelor of Science degree in marketing from Bentley University.

VMLY&R (Washington/New York)
  • 2018 - Present: General Manager
iCrossing (New York)
  • 2016 - 2017: Chief of Staff / Managing Director for USH and Latam
Wilson RMS + gearDigital (New York)
  • 2014 - 2015: Chief Operating Officer
Captura Group (New York/San Diego)
  • 2013 - 2014: Chief Operating Officer
Alberto Ferrer Consulting (New York)
  • 2013 - Present: Principal
The Vidal Partnership (New York)
  • 2011 - 2013: Managing Partner, Marketing + Operations
  • 2005 - 2010: Managing Partner, Director of Direct + Digital Marketing
  • 2004 - 2005: Vice President, Director of Direct + Digital Marketing
Orcí (Los Angeles/Chicago)
  • 2002 - 2004: Vice President, Director of Client Services
Wunderman • Young & Rubicam (Miami)
  • 1999 - 2001: Executive Vice President, Managing Director
  • 1998 - 1999: Vice President, Client Service Director
  • 1997 - 1998: Regional Account Director
J. Walter Thompson (New York)
  • 1996 - 1997: Vice President, Account Director
  • 1995 - 1996: Management Supervisor
  • 1994 - 1995: Account Supervisor
AT&T (Basking Ridge)
  • 1993 - 1994: Marketing Communications Manager
Leo Burnett (San Juan)
  • 1991 - 1992: Account Executive
  • 1990 - 1991: Assistant Account Executive
Oasys/Green Hills Software (Waltham)
  • 1989: Marketing Assistant
Kellogg School of Management at Northwestern University (Evanston)
  • MBA with concentrations in marketing and organizational behavior (completed degree in 12 months)
Medill School at Northwestern University (Evanston)
  • Graduate-level coursework in Integrated Marketing Communications Program
Bentley University (Waltham)
  • Bachelor of Science, marketing (Completed degree early)

Training
  • Columbia University Content Strategy: Fundamentals, Techniques, and Tools (New York, 2012)
  • Columbia University Creating a Digital Strategy: Analytics (New York, 2012)
  • Hyper Island Master Class Digital Training (New York, 2011)
  • 4A’s Digital Marketing Training (New York, 2011)
  • Columbia University When the Story is You (New York, 2011)
  • Facebook Marketing Bootcamp (New York, 2011)
  • Columbia University The Persuasive Presenter (New York, 2011)
  • Management Action Program Leadership Training (Los Angeles, 2003)
  • Y&R Coaching for Results Management Training (Miami, 1999)
  • Y&R Team Integrated Selling Training (Miami, 1998)
  • Y&R Executive Management Training (New York and Chicago, 1997)
  • 2013: Communication Arts | 19th Annual Interactive Exhibition | Social | Award of Excellence | Heineken
  • 2013: Ibero-American Advertising Festival | FIAP 2013 | Digital | Finalist | Heineken
  • 2013: Meio & Mensagem | Wave Advertising Festival | Digital | Silver | Heineken
  • 2012: Association of National Advertisers | Multicultural Awards | Digital | Heineken
  • 2012: Interactive Advertising Bureau | MIXX Awards | Silver | Heineken
  • 2012: Interactive Advertising Bureau | MIXX Awards | Bronze | Zyrtec
  • 2012: U.S. Hispanic Idea Awards | Innovation: Online and Mobile | Heineken
  • 2012: U.S. Hispanic Idea Awards | Digital: Best Campaign | Heineken
  • 2012: U.S. Hispanic Idea Awards | Third Best Idea Overall | Heineken
  • 2010: Advertising Age/AHAA Hispanic Creative Awards | Direct Mail Gold | NFL
  • 2010: Kansas City Direct Marketing Association | AMBIT Award Silver | Sprint
  • 2010: Kansas City Direct Marketing Association | AMBIT Award Silver | Sprint
  • 2009: Kansas City Direct Marketing Association | AMBIT Award Gold | Sprint
  • 2009: Kansas City Direct Marketing Association | AMBIT Award Gold | Sprint
  • 2008: Association of National Advertisers | Multicultural Excellence Award | Digital | Dentyne
  • 2008: Kansas City Direct Marketing Association | AMBIT Award Gold | Sprint
  • 2008: Advertising Age | A-List Agency | The Vidal Partnership
  • 2008: Interactive Advertising Bureau | MIXX Awards | Silver | The Home Depot
  • 2008: Advertising Age/AHAA Hispanic Creative Awards | Direct Mail Gold | Sprint
  • 2007: Adweek Magazine | Hispanic Media Allstar | Digital
  • 2007: Advertising Age/AHAA Hispanic Creative Awards | Digital Bronze | Sprint
  • 2007: Interactive Advertising Bureau | MIXX Awards | Gold | Century 21
  • 2007: Interactive Advertising Bureau | MIXX Awards | Bronze | Unilever - Caress
  • 2007: Advertising Age | A-List Agency | The Vidal Partnership
  • 2007: Interactive Media Awards | Outstanding Achievement | Food & Beverage | Wendy’s
  • 2007: Unilever | 360 Marketing Excellence Awards | Small Budget - Best Integrated Campaign | Caress
  • 2006: Advertising Age/AHAA Hispanic Creative Awards | Integrated Campaign Silver | DirecTV
  • 2006: Advertising Age/AHAA Hispanic Creative Awards | Integrated Campaign Bronze | DirecTV
  • 2006: Advertising Age/AHAA Hispanic Creative Awards | Multimedia Development Bronze | Wendy’s
  • 2006: Interactive Advertising Bureau | MIXX Awards | Silver | The Home Depot
  • 2006: Interactive Advertising Bureau | MIXX Awards | Silver | Wendy’s
  • 2006: Advertising Age | A-List Agency | The Vidal Partnership
  • 2006: Web Marketing Association | Internet Advertising Competition | Best Real Estate Microsite | Century 21
  • 2006: Web Marketing Association | Internet Advertising Competition | Best Real Estate Online Ad | Century 21
  • 2005: Interactive Advertising Bureau | Hispanic Digital Pioneer
  • 2005: Advertising Age/AHAA Hispanic Creative Awards | Digital Gold | Century 21
  • 2005: Advertising Age | Multicultural Agency of the Year | The Vidal Partnership
  • 2005: Web Marketing Association | Internet Advertising Competition | Standard of Excellence | Century 21
  • 2004: Adweek | Hispanic Agency of the Year | The Vidal Partnership
  • 2004: Web Marketing Association | Internet Advertising Competition | Best Professional Services | Century 21
  • 1996: Mobius Advertising Awards | Outstanding Creative | Direct Mail | Citibank
  • 1996: Mobius Advertising Awards | First Place | Direct Mail | Kodak
  • 1996: Upstate NY Direct Marketing Association | Direct Best Awards | Consumer Direct Mail | Kodak
  • 1995: Mobius Advertising Awards | Outstanding Creative | Direct Mail | Kodak
  • 1995: Direct Marketing Association | ECHO Award Silver | Package Goods | Kodak
  • 1994: Direct Marketing Association | ECHO Award Gold | Package Goods | Kodak
Advertising Age Magazine’s “The Big Tent” Blog
Advertising Age Magazine
  • “Do Hispanic Marketers Have to Be Hispanic?” Jan-30-2008
  • “What a Waste of Research Funding” Jan-11-2008
  • “Beware the Professional Hispanic” Dec-07-2007
  • “Looking for Hispanic Talent in All the Wrong Places” Nov-29-2007
  • “A Chance for Multicultural Agencies to Give Back” Nov-16-2007
The Vidal Partnership Blog
Hispanic Market Weekly
Speaking and Other Engagements