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Experience
CREATIVE DIRECTOR/BILINGUAL COPYWRITER Los Angeles, CA 2022–Present
In his current freelance role, Alejandro specializes in assisting brands in crafting impactful and inspiring messages that resonate with both Spanish and English-speaking audiences. Leveraging his bilingual proficiency and a foundation in journalism and literature, he excels at crafting compelling narratives that engage and educate.
MEDIA ARTS LAB Los Angeles, CA 2019–2022 Associate Creative Director for Apple.
As an Associate Creative Director for Apple at Media Arts Lab, Alejandro helped lead the team responsible for crafting Apple's communications in the Latin American region. In this role, he primarily oversaw the development of campaigns, digital and interactive platforms, as well as in-store materials.
DIESTE Los Angeles, CA – 2018 Associate Creative Director for AT&T.
In his role as an Associate Creative Director at Dieste LA, Alejandro contributed to leading AT&T's creative initiatives for the US Hispanic and multicultural market. A standout achievement from this experience was the campaign, 'The Wait,' which paid tribute to US veterans while addressing the unique challenges faced by military families.
SAATCHI & SAATCHI/CONILL Los Angeles, CA – 2017 Associate Creative Director for Nestle, ampm and Toyota.
Throughout his role as Associate Creative Director at Saatchi/Conill, Alejandro was dedicated to leading AMPM's creative strategies across various channels, encompassing TV and video, radio, digital, and social media. This ensured a comprehensive approach to engaging the audience across diverse platforms.
UNIVERSAL MCCANN New York, NY 2013–2016 Associate Creative Director for Johnson & Johnson, USPS and Sony.
As an Associate Creative Director at UM | Universal McCann, Alejandro drove the development of creative initiatives for Johnson and Johnson in the US Hispanic market, crafting a touching campaign based on a real Hispanic family's story. Additionally, he led a successful multimedia campaign in partnership with the US Postal Service and Sony's 'The Amazing Spider-Man,' delivering remarkable results.
LATINWORKS Austin, TX 2011–2012 Senior Copywriter for Chevy, Budweiser and Cine Las Americas.
As a Senior Copywriter at LatinWorks in Austin, Alejandro played a pivotal role in developing ad campaigns for Chevy, with a particular focus on the US Hispanic market. A noteworthy accomplishment included creating a campaign that introduced the Chevy Cruze by ingeniously portraying its groundbreaking features as practical solutions for young and dynamic Latinos.
METAL MAGAZINE New York, NY 2008–2010 Music Editor. Interviews include MGMT, Jónsi, Eugene Hutz, and Matthew Dear.
As the Music Editor for Metal Magazine, an esteemed European fashion magazine, Alejandro found the perfect intersection of his passion for music and his career as a journalist. In this role, he had the unique opportunity to interview a diverse array of renowned artists, including Jonsi from Sigur Ros, MGMT, Devendra Benhart, and many others, delving deep into their creative processes and stories. His contributions enriched the magazine's content, offering readers unique insights into the music industry and the artists who shape it.
GLOBALHUE New York, NY 2008–2010 Senior Copywriter for Verizon, Ad Council, Jeep and Subway.
At Globalhue in New York, Alejandro specialized in crafting ad campaigns for the US Hispanic market, working with clients like Verizon, Subway, and Jeep.
THE VIDAL PARTNERSHIP New York, NY 2007–2008 Copywriter for Sprint, Home Depot, Heineken and Buchanan’s.
CAMBIO MAGAZINE New York, Bogotá 2007–2008 Arts Correspondent. Topics include Paul Auster and up-and-coming Latin American authors.
THE VOX COLLECTIVE New York, NY 2006–2007 Copywriter for Macy’s, Verizon, Chivas Regal and Fifth Third Bank
MATADOR RECORDS/XL RECORDINGS New York, NY 2006 Publicist for Gotan Project
CANAL CAPITAL Bogota, Colombia 2004–2005 Writer/Producer
CITY TV - MUCH MUSIC Bogota, Colombia 2003–2004 Writer/Researcher
CNN EN ESPAÑOL Atlanta, GA 2002–2003 Production Assistant