Victor is a successful marketing and advertising executive with proven experience in building practices that drive brand equity, sales, traffic and qualified leads. His marketing experience spans sectors such as entertainment, hospitality, healthcare, consumer packaged goods and direct-to-consumer services. Throughout his career, Victor has led multidisciplinary teams of strategy, digital, media, promotions and public relations experts in building effective integrated marketing platforms. As VP Creative Strategy at UWG, he seeks to bring keen cultural competence to creative content development.
A passion for marketing and branding began in the music industry, propelling artists like Marc Anthony and extending into marketing communications.
Victor’s professional career has been a rewarding journey of connecting iconic brands with myriad diverse audiences, including Latinx, black and LGBTQ. He excels at empowering brands with cultural relevance to succeed in a diverse America and a global economy.
Victor has had the privilege of fostering enduring success for iconic global brands, including Target, Heineken, MasterCard, Nestlé, McDonald’s, Kleenex, Sprint and Walgreens. His vast experience across many categories includes wellness, automotive, beverages, financial services, beauty and fashion.
“We are so excited to have Victor join the UWG family and further our efforts to spread UniCulture philosophy,” says Monique Nelson, Chair and CEO of UWG. “As our culture and our industry continue to evolve, I am proud to have executive leadership that deeply understands cultural nuances and how they impact the way people view and interact with products, brands and causes. This is the UWG difference.”