Gustavo Cruz

I have 20 years of experience in strategic communication for a wide range of industries and services, developing strategic communication for Sony Music, EMI Music, Walmart, Mattel, Intel, Cerveza Victoria, and American Express, among many others. Creating specific solutions to address particular customer needs, translating them into a remarkable and memorable brand experience.

BACKGROUND

Advising clients on how to evolve their brands, and developing marketing strategies that derive

in a strong positioning in the global market share. Retaining and capturing new customers for

markets is my major goal.!

With 20 years of experience in strategic communication for a wide range of industries and services,

developing brands like Sony Music, EMI Music, Walmart, Sam´s Club, Mattel, Intel,

Cerveza Victoria, American Expres, creating specific solutions to solve particular needs for

customer, translated into an overwhelming and memorable brand experience.

ACHIEVEMENTS

o Part of a team focusing on building a motorcycle culture for the Mexican and LATAM

markets. The goal was to gain 70% or more in market share during 2020. (Grupo Salinas)

o Enrichment the customer experience by creating and opening new channels as points of

contact (opening of the click-and-collect processes into the 3000 stores) providing specialized

marketing services in the POS and UX to optimize communication messages

and customer experience. (Walmart Group)

o Creative direction for the Toy Fair Mattel 2017 and 2018 (The most important B2B

Showroom in Latin America for the toy industry).

o Teamwork in two of the most important international advertising 360 campaigns for the

financial industry (“More than just a card” - “Realize the Potential” American Express

for LATAM). The goal was to reach out to the Mexican middle class to achieve at least

15 million additional customers. American Express).

o Digital Marketing and branded content services (Cerveza Victoria de Grupo Modelo).

o Directing, coordinating, and producing album art and POP materials for the whole cast

(Natalia Lafourcade, Paty Cantú, Sin Bandera, Kinky, Alejandro Fernández, Reik, Yuri,

among others for Sony Music Entertainment).

EXPERIENCE

December 2021 - To date.

Creative Director and Art Director

o IBM Strategic Communication.

o Anáhuac University Brand Identity.

September 2019 – December 2021

Sr. Brand Design Manager

GRUPO SALINAS

o Brand Identity and Internal Communication.

o Direction and development of ATL, BTL, and digital marketing campaigns for LATAM.

o Brand Identity, Creative Direction, Branded Content, Art Direction, and UX Management services.

October 2015 – July 2019

Creative Director and Art Director

TRAC AGENCY

Key accounts: Walmart Group and Mattel

o Implementation of the area that provided specialized marketing services in the POS

and UX to optimize communication messaging.

o Branded content, BTL Campaigns, and Events.

January 2012 – January 2015

Creative Director, Producer, Art Director, and Graphic Designer.

(Record, film, technology, and publishing industry)

o Directing and producing album art and CD cover design for Paty Cantú “Corazón

Bipolar” (EMI Music).

o Graphic design for the movie “El Sueño de Iván” (Productora Animal de Luz).

o Scouter for “El Sueño de Iván” movie (Tornasol Films).

o Music collaboration for the soundtrack “Sin Ella” (Sony Music).

o Directing and producing photography stock for “Bacalar” movie (Buena Vista International).

o Directing and producing album art and CD cover design for the soundtrack “Hidalgo,

La Historia jamás contada” (20th. Century Fox).

o Creative direction and art direction for the newspaper Milenio “Mundo Gourmet

Section”, Mérida Yuc.

o Strategic communication and branded content for social media (Cerveza Victoria

de Grupo Modelo).

o Directing and producing album art and CD cover design “Moenia

Unplugged” (Seitrack Management).

o Directing and producing album art and CD cover design “Tuxido” (Seitrack Management).

o Directing and producing stock photography for the company’s press media and

web advertising (Profuturo GNP).

o Photographic production “La Selección - High School Musical México”.

o Sales folder art design for cinematographic project “High School Musical – El Desafío”

(The Walt Disney Co. and TV Azteca).

o Sales folder art design for cinematographic project “A lo Macho” by Roberto Chellet.

(The Walt Disney Co. and Tequila Gang).

o Official press release development (Bancomer-Bank).

o Art direction and development of two bi-monthly print publications: “Canal Intel”

and “México Móvil” (INTEL).

April 2008 – December 2011

Creative Director

OGILVY AGENCY

o Direction and development of national ATL, BTL, and digital marketing campaigns.

o Tactical communication for México (for 80% of cardholders database, from Centurion

–AmEx elite card only available by invitation- to Blue –card aimed at young

adults-).

o Localisation of international campaigns for LATAM.

o Internal communication and B2B campaigns.

May 2001 – December 2007

ART DIRECTOR

SONY MUSIC

o Directing, coordinating, and producing album art and POP materials for the whole

cast (Natalia Lafourcade, Paty Cantú, Sin Bandera, Kinky, Alejandro Fernández,

Reik, Yuri, etc.).

o Photographic production.

Social Media and Traficker Certificate / UVM (2020)

Digital Marketing Certificate / UVM (2019)

Landscaping Design Certificate / UNAM (2015)

Communication Bachelor / IBERO - UVM (1995 -1999)