Designs bottom up marketing strategies to influence digital-era consumer´s purchase decision.

Acknowledges that consumers buy what their peers endorse, and as a result, drives strategies toward that goal.

Uses technology to allow consumers build the brand and elevate awareness whereas reducing mass media costs.

Makes consumers think, respond and want to share your content.

Understands that consumers consider that belonging is better than buying.

Accepts that this economical crisis made consumers embrace functional instead of emotional reasons to adopt a brand.

Recognizes that technology resuscitated word-of-mouth while eroding the value of traditional marketing.

Tracks online conversations to get an early pulse on new products and to create and capture new demand.

Mixes innovation and creativity to create organic and viral messages.

Loves working with leaders describing the future instead of employees tethered to plug-based desktop computers, feared of losing their job.

Does not fear of failure, blame, and criticism.

Does not ask permission to change things.

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