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I'm a Digital Director with 15 years creative and project management experience. From product development startup style, to integrated campaigns with large teams and outsourced resources from around the world.

In my latest work experience I 've had the opportunity to open the digital division of the Saatchi & Saatchi agency in Puerto Rico. I've successfully grown the operation from $0 to a multi million dollar in revenue operation, award winning projects and clients fully immersed on a digital relationship with their consumers.

I love:  

CREATIVE TECHNOLOGY, projects, campaigns, MANAGEMENT, METHODOLOGIES, apps, APIs, swots, LOVEMARKS, sisomo, local, location based, gadgets, literature, PHOTOGRAPHY (find me on instagram!), tweets (yep, look me up!), facebook, web development, EXOTIC FOODS, traveling, great copy, sleek graphics, INFOGRAPHICS, startups, entrepreneurs... And so on.  

Some of my dearest projects have won awards at Cannes Lions, New York Festival, FIAP, Cúspide, The Webbys, El Ojo de Iberoamérica, Festival el Sol, Web Awards, and others.   

I don't follow a job description nor chase the paycheck. I live the work I do and crave the company of like-minded individuals.    

I also love nature, agriculture and life with my beautiful daughter.

Work experience

May 2017Present

Chief Digital Officer


My role at iCrossing pairs equal parts evangelist, digital strategist, technology lead, and operations ninja. Our goal: create meaningful relationships between brands and audiences using technology to harness insights and generate new outcomes.

Oct 2010May 2017

Digital Director

Badillo Saatchi & Saatchi

At Badillo I spend my days as:

* Evangelist of all things digital across all agency teams and clients

* Digital Strategist / Business Developer, playing the forecast game and paving the way for growth of the digital discipline

* Integrated Projects Lead, always striving on developing best in class engagements for our clients

Key client engagements achieved through my direction:

Digital & Social AOR for all P&G Brands (agency clients and not), Toyota, Scion, Lexus, Mondelez Brands (Oreo, Ritz, Trident, Dentyne), Home Depot, Wendys, among others

Feb 2010Oct 2010

Digital Accounts Supervisor


Accounts supervisor for all of the agency's digital engagements, managing campaigns and strategic efforts for Ford, Walgreens, Pepsi, Heineken, Plaza las Americas and others

Feb 2008Feb 2010

Production Director

Nobox Marketing Group

NOBOX develops kick ass creative
strategies and successful projects for local and international clients including Copa Airlines, Mozilla, El Nuevo Dia, among others

Jun 2007Feb 2008

Senior Project Director

Contactica Interactive

Contáctica Interactive develops online marketing campaigns (emails, banners, microsites, large websites) for mid- large size local clients. Clients: Coca Cola, Triple S Insurance, Medalla Beer, among others

Oct 2006Jun 2007

Project Lead, Founding Partner

Plataforma, Inc.

Conceptualized and created entrepreneurial opportunities for the firm. Our main project was Areas Urban Guides; pocket size map with companion mobile and desktop website highlighting specific areas of interest for tourists visiting the island

Mar 2002Oct 2006

Executive Producer

DLC & Ogilvy

De La Cruz, the local affiliate for global agency Ogilvy, handles integrated campaigns for local and international category leaders. Its client list includes Unilever, Gillette, Kraft foods, R-G Premier Bank and El Nuevo Día among others

Case Studies

Children Against Bullets

Role: Digital / Creative Director.

24 children announce their deaths to happen on December 31st 2012 on Puerto Rico's most dangerous areas.

A hyperlocal campaign using real children to help prevent shooting to the air in their neighborhoods.

Result: 24 children saved the residents of the most dangerous zones of the island. No one was killed by stray bullets on December 31st, 2012.

View case:

Trident Jam

Role: Digital / Creative Director.

A hardware and game to let people chew Trident gum to win prizes and a chance to meet Lady Gaga. We transformed chewing gum into fun :)

View case:

A Bullet Follows You

Role: Digital / Creative Director

An integrated campaign for United Way (Fondos Unidos de PR) aimed at establishing a conversation with people who shot to the air on New Year's Eve in order to try and stop them from the dangerous practice.

View case:

Gatorade: The Heart of Puerto Rico

This year, the Central American and Caribbean Games were in Puerto Rico. It was a big event and Gatorade wanted a piece of the action. Gatorade is known for its technology which gave us an idea. We approached national basketball team star player and delegate, Jose Barea, and asked him to wear a strap on his chest that measured his heartbeat, respiration, temperature and activity during the games most emotional moments. They were transmitted LIVE through tv, web and mobile.

View case:

Award Wins

The work of my teams have won awards at Cannes Lions, El Ojo de Iberoamerica, FIAP, New York Festival, CLIO Festival, Festival El Sol, SME Digital Awards, among others.


Jan 1994May 1996

BS Film

Emerson College

Bachelors in Science specializing in Film and Sociology.


June 2017June 2018

Adwords Search


Adwords fundamentals and search advertising