
transformative strategy
that accelerates marketing, operations and sales.
Let’s talk about human-centered strategies that fits your team and amazes your clients.
Book a quick 30-minute chat with me
transformative strategy
I’ll show you how to create clarity where others see only chaos.
what i do for you is intentional, not default
Now, more than ever, your prospects are drowning in a sea of competitive choices. Disruption, noise, and the disappearance of familiar commodities are changing how people see, feel, and care about your brand.
🙂 Book a quick 30-minute chat with me.
how Samsung became a lifestyle brand
Samsung has always been synonymous with innovation in technology. But as the U.S. launch of Bespoke Home approached, the challenge was bigger than introducing another appliance line. It was about disrupting the home appliance category itself, positioning Samsung as a cultural and lifestyle brand that could lead in design customization, not just tech innovation.
Bespoke Home wasn’t just a product launch — it was a category disruption. It shifted perception of Samsung from a tech player to a design-driven lifestyle leader.
how Coors Light turned heat into a conversion ecosystem
Coors Light didn’t just plan a summer campaign. It built a data-backed digital journey that started online, came to life on the beach, and closed with real sales impact. The insight? Summer isn’t a season, it’s a series of moments. And if you don’t show up in those moments, you get left out of them.
This wasn’t a seasonal stunt, it was a behavior-driven lifecycle play. It blended search trends, social listening, and brand utility into a three-phase campaign that moved with its audience: from reveal, to hangouts, to final celebration. Content mapped to touchpoints. UGC fed performance. Sales followed.
how 2Go Storage became a conversion first growth brand
2Go Storage wasn’t operating with a strong digital foundation. But the challenge wasn’t just to “build a website”, “social media”, “paid ads”, etc.—it was about designing a system that could compete at the category level, with zero reliance on brand awareness. The strategy disrupted how competitive brands approach digital: every page was built to match intent and every word designed to move people down-funnel. The result? A system that turned attention into action—on a timeline and budget few would believe.
This wasn’t a website launch, it was a business unlock. It proved that a lean system oriented strategy will outperform brands spending 5x more.
how L’Oréal Paris turned WhatsApp into a sales engine
L’Oréal Paris was losing ground in Puerto Rico’s beauty aisles — a recession-driven price war and crowded shelves made it hard for shoppers to see premium value. Sending experts in-store was costly and unsustainable. The challenge wasn’t another promo, it was finding a scalable way to influence purchase at the moment of decision.
The answer was Chic Chat: a WhatsApp beauty advice line that gave women instant access to real experts while standing in the aisle. Simple, personal, and cost-effective, it converted indecision into loyalty. Sales grew +12% across categories, thousands engaged, and proof-of-purchase came back voluntarily.
a story in every strategy
Book a quick 30-minute chat with me
moments that matter
What if your business isn’t stuck—just misaligned? Let’s find out.
Most businesses don’t need more marketing—they need better alignment between strategy, systems, and execution. At Massfield, we uncover what’s holding growth back and build what’s missing to move it forward.
READ MORE > > >Mazola: Establish an educational connection that effectively caters to the needs of millennials, fulfilling their desire for technological experiences.
Island of Culebra: Create instant awareness by launching an online store for purchasing upcycled materials, driving eco-conscious consumer behavior.
Garnier: Create a real-time awareness campaign for hair care, leveraging weather conditions and related products to maximize brand exposure.
Walgreens: Tap into cultural pride to introduce sales opportunities in the beauty category, leveraging identity to drive customer engagement and loyalty.
Mastercard: Reconnect with the brand's loyal audience through an exceptional post-purchase experience, strengthening the bond and fostering lasting loyalty.
L’Oreal Paris: Introduce a real-time CRM solution, featuring expert support and influencer guidance, designed to assist customers throughout their entire journey.
Nissan: Establishing a connection with Puerto Rico's auto industry and drivers aims to raise awareness about the dangers of texting and driving.
Mazola: An innovative educational platform tailored for millennial moms, offering a wide range of quick, healthy recipes to fulfill their needs.
Coors Light: Demand generation media campaign with the millennial creator audience in mind to transition from online to offline and then back to online.
Take a look at some demo reels showcasing the work done by the agency.
IPG / McCann Worldgroup
WPP / VMLY&R
Publicis / Razorfish / Samsung
I don’t own the Samsung video. It is only to show the products, categories, and industry in which my role was Associate Director, Strategy (Web / CRM / Social)
Trusted multi-year juror for international marketing awards.