Creating Profitability Through Brand Innovation
Rafael is known for building high-performance creative technology agencies where he consistently creates value by implementing a focused and progressive plan to accelerate business growth amidst a complex agency environment.
With over 20 years of building award-winning creative initiatives at both global ad agencies and startups, he has managed to intuitively maneuver through rough business paths, and dramatically revitalize a failing agency to a productive business by developing turnkey systems. His pragmatic approach has helped stabilize underperforming agencies, and launched new ones in 90 days, while executing agile business strategies to optimize short and long term growth.
Rafael started his career at Ogilvy & Mather conceiving and leading global creative campaigns for IBM’s Small Business Agenda, e-business, Thinkpad, Netfinity servers and Intellistation. Rafael left the comforts of Ogilvy for the excitement and challenges of creative startups. The first was The Concept Farm, which he helped to become one of ad age’s fastest growing small agencies. He then partnered with the farmers to co-found La Finca Creative, a hispanic creative agency that soon won national acclaim and ad age gold awards. Rafael then founded Lamerica, a cross-cultural creative agency that he grew and led to an exit. He then helped start Hero Media Group, a NJ creative agency that he led into an award-winning agency that resulted in another exit. At RICG, Rafael led the strategy and alignment of RICG’s latest acquisitions of a neuromarketing company, creative agency, and 1:1 customer engagement company into a unified business offering. After RICG was acquired, Rafael partnered with Institutional Investor and worked across multiple divisions and product lines to increase subscriptions, and provided creative leadership to establish design systems that could easily be implemented globally. Rafael conducted a brand audit and strategy to help inform how to integrate the acquisition of Extel into their research division.
Rafael’s latest venture includes the cofounding of Freshmes, a digital platform that makes branding & marketing ridiculously easy for women entrepreneurs.
Rafael is a business builder with a hands-on approach in creative, strategy, branding and technology. He uncovers a brand’s truth to connect business value with consumer behavior. An expert at conceiving and directing comprehensive brand initiatives, multi-channel marketing campaigns, digital products and data-driven marketing programs, Rafael creates transformative brands that get acquired.
Rafael is also a public speaker and a brand business consultant. For consulting and speaking engagement inquiries, please call or submit your information with brief details.