Neymar is a big fan…

Martín’s CV 👇

CAREER HIGHLIGHTS

Peak-Performing Creative Organizations | Built and scaled the Creative team at Wish, promoting operational rigor to optimize workflows and position the business for scalable growth.
Brand Marketing | Launched Wish’s 1st brand marketing campaigns in the US, expanding to other markets across the globe. Direct the creative, ensuring environment, culture, team, capabilities, tools, processes, and other elements are optimized to scale sales, revenue, audience reach and multi-channel brand awareness.
Multi-Platform Media Management | Expand global market reach through creative initiatives in-app as well as on owned, paid, and organic marketing channels. Utilize expertise in producing, directing, shooting and editing to innovate high-ROI campaigns. Received Webby and Clio awards for rebrand and holiday campaigns at Wish.

CORE COMPETENCIES

Brand & Reputation Building • Brand & Performance Marketing • Campaign Execution • Brand & Content Strategy, Delivery & Analysis • Visual Communication & Storytelling • Video & Film Production • Multi-Platform Media Management • Product Promotion • Copy • Design • Data Analytics • Budget Management • Spanish Fluency Figma • Adobe Creative Cloud • Studio Management • Post-Production

PROFESSIONAL EXPERIENCE

CREATIVE Director • Vanquish Sportainment • 01/2024 – Present

Retained by the European sports-marketing agency to collaborate with US & LatAm brands, professional sports teams, and athletes in various digital, TVC, OOH, and partnership campaigns.

SR. CREATIVE Director • WISH • 05/2017 – 10/2023

Joined this rapidly growing start-up to establish the creative department and build a multi-disciplinary team of 30+ creatives in copy, design, and photo/video spaces producing full-funnel content and support for Brand, Performance, Email, and E-comm campaigns. Led and inspired creative concepts to elevate the brand and entice new and existing customers to “shop”. Advanced brand vision by orchestrating art direction, brand storytelling, brand copy, social media creative, in-app/web experience, and production. Managed domestic and international campaign budgets of $30M+ (creative & media buys) in creation of digital brand and performance videos, OOH, print, organic social, and radio. Built an in-house, high-volume content studio that was critical to Wish’s growth strategy. Led studio operations including managing a multimillion-dollar budget and negotiating contracts with external agencies and vendors. Sourced, negotiated and managed partnerships to increase brand visibility. Defined creative processes including testing/ad performance cycle, market research studies and gathering and analyzing data to identify compelling global marketing strategies. Strategic partner with C-suite, aligning creative direction with overall business vision.

Spearheaded creative strategy for Wish’s major rebrand in alignment with the start of the 2022 shopping season. Attained 4.5B impressions with ~275M unique individuals, reached an average 3% growth in brand favorability, and a 4.1% increase in Top of Mind awareness. Achieved 650k re-installs from churned users.
- Multimillion-dollar project encompassed updating logos, colors, and brand voice and executing a global campaign that included TVC, OOH, digital, radio, affiliate, email, organic social, and influencer components.
Built and led all creative efforts for Performance Marketing channels. Serving as a cross-functional partner with User Acquisition and Data Science teams, applying their insights to the creative strategies; unlocking new testing opportunities and audiences. Consistently a/b testing our creative deliverables.
Vastly increased product video production from ~75 agency produced videos to 500-700 new product videos per week by partnering with the video team to design videos in house for Wish’s performance campaigns.
- Grew impressions and realized a surge in CTR and unique users to the site/app while delivering a large cost savings in agency spend.
- Enabled performance marketing teams to launch more campaigns and test strategies across global markets.
Acknowledged for exceptional rebrand and holiday campaigns with Webby and Clio Awards. Received the 2023 Webby – Best Social Commerce/Shopping Campaign [LINK] and the 2023 Clio – Radio/Podcast [LINK].
Innovated a large-scale global campaign encompassing digital, influencer, radio, and email to drive awareness to Wish’s 1st site-wide merchandising event. Drove YoY increase in GMV with daily GMV lifts of 12-18%, +12.6% growth in conversion rate, +7.15% DAU and 4.37% in daily transaction value. Reached ~57% engagement on most ads.
Lead social media strategy; driving brand impact through cohesive brand voice, paid social, influencer marketing, and community management.
Improved CTR and grew GMV by partnering with the product team to modernize and introduce motion in-app and web banners. Collaborated with data science to measure improvement impacts.
Eliminated outside agency fees for 90% of the brand’s creative by building a high performing in-house creative team.
Developed strategy to increase global brand awareness in alignment with brand refresh. Negotiated sports partnership for the 2022-2023 season with Leeds United football club in the English Premier League (SEE PHOTO BELOW).
- Managed and led the 4-year partnership with LA Lakers. Wish was the team’s first ever front-of-jersey sponsor.

Creative director (CONSULTANT) • DAf • 11/2015 – 05/2017

Retained by this South American creative agency to partner with leading pharma & healthcare agencies in design and production of US-based campaigns (both B2B & B2C).

Represented DAf at client and agency meetings, advising on creative direction for live action and animated productions.

CREATIVE PRODUCER • DOLBY LABORATORIES • 02/2016 – 02/2017

Produced global creative campaigns on behalf of this leader in audiovisual technologies for its B2B efforts. Innovated engaging campaigns for trades and consumer audiences in the US, Europe, Asia and Latin America for the launch of Dolby Cinema, showcasing its new groundbreaking technologies, Atmos and Dolby Vision.

Developed and implemented a comprehensive creative strategy aligned with the business’ objectives.
Realized a 20-30% cost savings per project by utilizing expertise in producing, directing, shooting and editing to reduce the company’s dependency on agencies.

SENIOR VIDEO PRODUCER • CHEETAH MOBILE • 10/2014 – 01/2016

Engaged by this leading Chinese mobile app company to build its 1st Creative Services team in the US and expand its presence outside China. Produced the brand’s initial digital campaigns targeting western consumers in the US and Europe. Formed a 5-member Creative Services team and leveraged creative team in Taipei to produce videos.

Captured a large increase in impressions and brand favorability in the US through live action organic and digital ads.

FREELANCE FILMMAKER • 06/2007 – 03/2017

Launched career in documentary film gaining experience in the craft of storytelling and audience engagement. Transitioned to commercial production and campaigns with leading creative agencies including Ogilvy, BBDO, and AKQA.