José
Lyon
Fifteen years in integrated and product marketing across banking, fintech, luxury and media. Seven of them as strategic counterpart to the CMO of Puerto Rico's second-largest bank. Bilingual, based in New York.
See the work
I start with what the product actually does for someone, then build the positioning, the offer and the campaign around it. The same story has to hold up on a billboard, in a branch and inside the app.
As strategic counterpart to the CMO, I worked on the brand and more than ten products behind the bank's move from third to second in Puerto Rico. Cuenta Libre alone drove $20M+ in net-new deposits in 2025.
El Combo ran on radio, out-of-home, social, branches and ATM screens. DIRECTV GO shipped more than 1,000 assets across Latin America and hit its date in every market.
Integrated campaigns and launches. Product marketing and go-to-market. Brand strategy. And AI strategy workflows that give back at least half the setup time.
18 projects · 2012–2026
| No. | Project | Client | Discipline | Result |
|---|---|---|---|---|
| 01 | Cuenta Libre | Oriental Bank | Positioning, Naming, Strategy, Integrated Campaign | $20M+ deposits |
| 02 | ATH Móvil + People Pay | Oriental Bank | Identity, Integrated Campaign | Two products, one launch |
| 03 | Service Channels | Oriental Bank | Strategy, Integrated Campaign | One promise, every channel |
| 04 | Cuenta Elite | Oriental Bank | Positioning, Packaging | Bilingual, full funnel |
| 05 | Oriental Biz | Oriental Bank | B2B Product Marketing | Three-tier packaging |
| 06 | DIRECTV GO | AT&T / DIRECTV | Integrated Campaign, Production, Digital Marketing | 1,000+ assets, on time |
Featured · 01
Oriental needed a brand that marketing, product, service and agency partners could apply without the strategy team in the room. I led the work from research synthesis to final platform, turned one insight into "Progress isn't given. It's made.", and built the personas, experience principles, voice and governance test around it.
Featured · 02
Oriental's fee-free account was positioned as relief. I repositioned it around what it makes possible, structured a Libre Plus tier that unlocks on direct deposit, and steered the campaign toward real customers. It drove $20M+ in net-new deposits in 2025.
Featured · 03
Producing the simultaneous launch of DIRECTV GO across Latin America. More than 1,000 assets across eight channel types shipped for on-time entry in every territory.