Hi, I'm Alex 👋

Currently, I serve as a creative copywriter for Airbnb, focusing on the US Hispanic and Mexican markets.

This role involves working with the super talented in-house creative team to develop brand campaigns, seasonal launches, and even product names that resonate with LatinX and Mexican communities.

Before this, I was part of Netflix's Social Marketing team as a creative consultant for the special projects team, where I helped launch and promote shows that have likely caught your eye. I also led creative efforts for 'Nada Que Ver,' a Netflix original podcast.

And even before that, I spent over 10 years in advertising agencies, taking on a variety of roles from art direction to copywriting, and eventually embracing a more strategic and data-focused approach as a creative director.

How did I go from advertising agencies to collaborating with some of the world's most innovative companies?

Well, after a very interesting but demanding project (where we led the revamp of Mexico City's brand identity) I was burned out. So, my wife and I decided to start from scratch, sell all of our possessions and embrace a fully digital-nomad lifestyle while traveling around. — Turns out, having a global perspective, a very curious mind, and being able to quickly adapt to any work style makes a great set of skills.😅

This led me to work remotely with more than 20 creative teams worldwide on various projects for clients such as Square, Uber, and Spotify, which ultimately led to work within the actual brand teams.

(Plus, having worked remotely long before Zoom was more than a camera feature really helped in the process.)

Life beyond the ad world.
Some fun facts, personal projects and more.

In 2023, I ventured into entrepreneurship with the launch of my very own gin brand, "Dazzler: Gin for Friends" This gin, crafted by friends for friends, offers a unique blend of freshness and flavor, perfect for the inner mixologist. Available on Amazon 😉

While living in Merida, Yucatán, we've flipped three different houses, turning them from not-so-interesting spaces into inspirational gems. One of them has over 1 million views on YouTube.

During our travels, we've had some enjoyable experiences: we took care of chickens in Stirling, Scotland, did gardening in London, designed a website for a B&B in Rome, named a boutique hotel in Mérida, and even launched a silk business in Dubai.