AI-fluent Marketing Strategy & Creative Leader

Strategy that makes creative work work.

For 18+ years I've helped startups, scale-ups, and global enterprise brands turn marketing complexity into content, creative, and video strategy their teams can actually run.

See the workGet in touch

How I work

Built in creative, sharpened on strategy.

Every project here ran the same way. I led strategy from the first discovery call to the final creative briefing: teaming with project management, customer success, and sales, shaping the messaging and channel plan, then briefing and supporting the creative and production teams who built it. I came up through creative, so the plan is always something a team can make, not a theory.

That’s been the job for 18+ years. Most recently at Superside, advising global brands like Microsoft and Palo Alto Networks on content, campaign, and video strategy. Before that, directing B2B demand generation, leading creative for Sony Pictures across LATAM and Brazil, and writing for Leo Burnett.

Today that experience runs on AI-fluent workflows: faster research, sharper briefs, human judgment at the center. I plug into lean teams mid-flight, connect brand thinking to performance goals, and get everyone to clarity fast.

Experience
18+ yrs
Markets
B2B · B2C · D2C
Languages
EN · ES

The process, in four steps

  1. Diagnose

    Understand the business, audience, and goals, and find the real opportunity.

  2. Frame

    Set the positioning, the messaging, and the strategic brief.

  3. Plan

    Map the content, campaign, and channel direction.

  4. Align

    Brief the team, gather feedback, and check performance.

What I help teams fix

  • Messaging drift

    The value proposition isn't sharp, and messaging pulls in different directions across channels.

  • Disconnected output

    Creative and content keep shipping, but they aren't tied to business goals. Wasted effort and constant redos.

  • A strategy gap

    Lean teams or recent turnover left a hole where strategy should be, and growth has plateaued.

Brands I've worked with

  • Microsoft
  • Zapier
  • Notion
  • Reddit
  • Twilio
  • Lyft
  • Palo Alto Networks
  • Coca-Cola
  • Diageo
  • WWF
  • Telefónica
  • Philip Morris International

What I do

Strategy that connects brand to performance.

Strategic Planning

  • Audience personas
  • Messaging frameworks
  • Brand platform
  • Creative briefs

Content Planning & Creation

  • Content planning
  • Campaign planning
  • Channel planning

Analysis & Measurement

  • Marketing audits
  • Competitive analysis
  • Insights reports

Selected work

The work, in outcomes.

Case studies are unbranded to respect NDAs. Real projects, real scope, no invented numbers.

What teammates and clients say

  • What makes Juan exceptional is his ability to take the unknown next step and make it feel possible.

    Kirsten · Strategy Director, Full-Funnel Marketing

  • An exceptionally sharp strategist who thrives in complex, ambiguous environments. He breaks down hard briefs, finds the core opportunity, and turns it into a clear, actionable strategy.

    Alejandra · Head of Growth & Lifecycle Marketing

  • Juan brings a strong strategic mindset to marketing, with a real ability to connect brand thinking to business impact.

    Manuel · Enterprise Sales Manager

Contact

Have something to build?

Tell me where the business needs to go. I'll help you plan the content, creative, and channels to get there.

Email meLinkedIn