Israel Porras

Creative Director | Digital-First Marketing Leader | Expert in Brand Strategy, Storytelling & Trend-Driven Innovation | Measurable Growth - Multichannel Campaigns: Social Media, Editorial, e-Commerce & Experiential

Professional Experience

TV Azteca (Media Production & Cross-Platform Content Distribution) Creative Director Mexico City

Jun 2012 – Jul 2024

- Directed 200+ integrated campaigns across TV , digital, social (FB, IG, TikTok, YouTube, Twitch), e-commerce, and

experiential channels, delivering measurable lifts in brand engagement (+35%) and conversion (+12%).

- Produced branded content for Infobae, El Heraldo, El Financiero, El País, and Azteca Noticias → +40% YoY brand

visibility.

- Led 50+ influencer & celebrity partnerships across TikTok, Instagram, and YouTube, driving +5M impressions for automotive

and FMCG campaigns and achieving a +20% conversion rate in health, pharma, and beauty activations.

- Developed static & video ads for streaming (Roku, Pluto TV , Tubi) → +25% VTR, stronger awareness among younger

audiences/e-commerce assets for Amazon, Mercado Libre, Walmart, Elektra → +18% CTR, +12% sales conversion.

- Generated over $13.68B USD in billed sales through brand partnerships, product integrations, and strategic storytelling.

- Led and mentored a 12-person creative team, fostering cross-functional collaboration and trend-driven innovation.

Key Clients: Coca-Cola, Nestlé, P&G, Unilever, Henkel, Nissan, GWM, Ford, Kia, Stellantis, VW, Visa, MasterCard, KFC,

Domino’s, Novartis, Haleon, Nestlé Health Science, Amazon, Mercado Libre, Roku, Pluto TV , Tubi.

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Actidea (Advertising Services) Mexico City

Creative & Marketing Manager Jun 2010 – May 2012

- Oversaw strategy, ideation, and execution of BTL campaigns, guerrilla marketing, and experiential activations for clients like

Microsoft, Intel, SAP, BP, and Hasbro.

- Delivered high-impact campaigns translating into over $12.63M USD in client investments by leading creative development for

corporate and public events, from launches to conferences and expos.

- Built brand equity through immersive consumer-brand experiences across diverse industries, including tech, pharma, and

entertainment.

- Supervised an 8-person creative team, achieving recognition for elevating Actidea’s profile among top BTL and experiential

marketing agencies in Mexico.

- Introduced early-stage digital integrations into BTL campaigns through branded microsites, social media tie-ins, and interactive

event content, enhancing consumer reach and engagement beyond physical activations.

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Leadership & Activities

Universidad Panamericana – HIPODEC (High Potential Development Center) Lecturer / Professor – Executive Education, Diplomas & Master’s Programs Mexico City, Mexico

Aug 2015 – May 2020

- Delivered advanced courses in Marketing, Advertising, Point of Sale Strategy, Leadership, and Future Trends.

- Conducted specialized executive seminars for top-tier companies such as EY (Ernst & Young), and Jugos del Valle - Coca-Cola

Bachelor’s Degree in Communication, Advertising, and Marketing | Universidad Iberoamericana, 2001