Brand Strategist & Creative Producer
Hola, I’m josé!
For the past seven years, I was behind Oriental Bank's transformation from Puerto Rico's third-largest bank to its second. Every platform shift, campaign, and product launch was about understanding how people relate to money and progress, and building the brand to meet them where they were.
Before that I was building other kinds of brands. A luxury activewear label that ended up in Anthropologie and Revolve. A fitness influencer who needed to grow beyond Instagram. A fintech entering a crowded US market with no infrastructure and a niche audience. Different categories, different audiences, but the challenge was always the same: Find the human truth and build everything around it.
Expertise
Brand Strategy & Positioning
Platform development, narrative architecture, category differentiation
Content & Editorial Strategy
Platform systems, content architecture, media brand building
Campaign Development
Concept to execution, integrated campaigns, multi-market rollouts
Product Communication
Naming, launch narratives, benefit hierarchy, RTB development.
Digital Transformation
Behavior change systems, channel ecosystems, adoption strategy
Brand Identity
Visual/verbal systems, launch from zero, scalable foundations
CAREER HIGHLIGHTS
Grew Puerto Rico's third-largest bank to second. Built the brand platforms, led every product launch, and wrote the narrative for a full digital transformation.
Took Chello to market from zero. A fintech with no brand infrastructure and a niche audience — built the whole thing from the brief up.
Turned a founder's aesthetic vision into a brand with a reason to exist. Port de Bras ended up in Anthropologie, Revolve, and Carbon38.
Sascha Fitness had the community. We built the digital platform that took her from Instagram influencer to Latin America's top fitness media property.
BRANDS I’VE WORKed WITH
More about me
I was born in Venezuela and have been living in New York for ten years. Bilingual in English and Spanish, with direct experience building campaigns that connect authentically across Latin American and multicultural markets.
Things I LIKE
Creating playlists and setting the mood at the party
Adventure video games and horror movies
Martinis, dry with a twist – and fries!