I believe the strongest brands are built through connection

A black and white photo of a man with dark, wavy hair, a mustache, and light facial hair, standing against a plain light background. He is wearing a long-sleeved, collared shirt with the sleeves rolled up and dark pants. He is looking directly at the camera with a neutral expression.

Hola, I’m José

Hola, I’m José.

I’m a brand and product strategy leader based in New York City. I work where customer insight, business strategy, product decisions, and creativity meet, helping teams define what a brand stands for, shape what it offers, and bring that promise to life in ways people can understand and feel.

Originally from Venezuela, I moved to New York more 10 years ago to work. Most recently, I led brand and product marketing strategy for a major financial institution, helping transform the brand while shaping propositions across consumer banking, premium accounts, business banking, payments, and AI-enabled digital guidance.

Today, I partner with organizations that need to sharpen their point of view, make complex products more useful and understandable, and create a stronger connection between what the brand promises and what customers experience.

English •

Spanish •

English • Spanish •

Big Ideas,
Real Impact.

Let's create something people connect with. Whether you're building a new brand, evolving an existing one, or looking for strategic and creative leadership, I'd love to hear what you're working on.

    • Brand positioning + narrative pillars

    • Go-to-market + campaign strategy

    • Strategic messaging frameworks

    • Tone of voice + brand expression guides

    • Channel strategy + ecosystem planning

    • Naming, for brands and products

    • Product positioning + value proposition

    • Feature hierarchy + portfolio architecture

    • Product naming + go-to-market

    • Cross-functional alignment with product and compliance

    • Launch strategy for products built from zero

    • Creative Briefs

    • Concept Development

    • Creative Direction

    • Agency Collaboration

    • Content Strategy

    • Experiential Marketing

    • Events & Activations

    • Customer Experiences

    • Digital Experiences

    • Community Engagement

    • Campaign timelines + deliverable frameworks

    • Cross-functional coordination across strategy, creative, and compliance

    • Brief development and scheduling across simultaneous campaigns

    • Client and stakeholder management at the senior level

    • Production oversight from concept through launch

Let's work together

Outside the work, I'm a creature of New York.

I spend my time hunting for the best martini in Manhattan, building playlists for every mood and moment, and finding any excuse to be outside when summer finally arrives.

I have a cat. I dance. I believe good music and good strategy have more in common than people think: both are about finding the right feeling and making it last.

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