Luciérnaga (pronounced: lu’ see-air’ na’ ga') is the Spanish word for “firefly” and represents a metaphor for great marketing which attracts, engages, connects, and drives action between brands and targets. In this age of big data and marketing automation, brands are still created by vision and grow through emotional connections with consumers. Specializing in Strategy, Brand Management, Marketing, Operational Integration, Culture, and Education, Luciérnaga builds brands and addresses business challenges across CPG, B2C, B2B, Sports, Events & Entertainment, and Professional Services.
An Award-Winning Marketing Executive, passionate about bringing brands to life, articulating and executing visions, and delivering measurable growth. From startups to Fortune 500 global entities, I've created new companies, transformed iconic American brands, steered corporate-cultural evolutions, achieved multi-million-dollar revenue growth, and led through team-based collaboration. I bring this experience, attitude, and approach to Luciérnaga and its clients.
What We Do
Define the brand and create maps for success
Brand Development and Management
Mission, Values, Purpose
Segmentation, Targeting, Positioning
Brand Naming, Identity and Imagery
Balance Functional and Emotional Benefits
Create and execute detailed action plans
4 Ps - Product, Place, Promotion, Price
Media selection - Paid, Earned, Shared, Owned
Social/Digital Content Calendar Development
Forensics - why didn't previous efforts work and how can they be fixed?
USE BRANDing principles to improve RELATIONSHIPs
Brand Articulation, Creation and Evolution
Identity, Meaning, Response
Connect Personal and Corporate Brands
Measurements for success
Small Groups; Executive Leadership Teams; Corporate Engagements; Individuals
Educational Seminars and Interactive Workshops
Topics Include: Brand Management, Marketing, Personal Branding, Relationship Management, Cultural Evolution
develop and facilitate executive learning
A dedicated focus on functional elements within Vision, Equity, Opportunity, Execution, and Leadership can result in winning championships regardless of your category of business.
Plan, execute, and translate marketing mix across geographies and cultures to maximize brand equity and revenues.
DIGITAL + SOCIAL
Engage, converse, sell, and grow through constantly emerging technologies and consumer-connection points.
ADVERTISING + PR
Create motivating communications to attract, engage and drive action with targets. Vast experience across paid, earned, shared and owned mediums.
SPORTS + ACTIVE-LIFESTYLE MARKETING
Promote brands via the emotional power of amateur, collegiate, and professional sports. Connect brands through active-lifestyle messages to support fun, and physical, mental, and social well-being.
SPONSORSHIPS, ACTIVATION + ENGAGEMENT
Drive brand awareness and consumer interactions through brand, event, sport, and charitable alliances based on relevance, alignment, and intended business results.
CRM + DATA ANALYTICS
Compile, organize, and analyze data to reveal patterns, trends, and associations in customer/consumer behavior.
Advocate financial responsibility and ROI to maximize profitability.
Plan the steps needed to enter a new market, launch a new product or service, re-brand, or other new-direction moves.
Develop the road maps to guide decision making, achieve visions, prioritize objectives, and optimize financial performance.
Establish and articulate quantitative and time-based objectives to motivate, measure, and drive business.
Convert products into living, breathing entities by creating and maintaining emotional connections with target audiences.
SEGMENTATION, TARGETING + POSITIONING
Strategic, audience-focused approach to brand building and communications.
Create and maintain an ownable, unique, and differentiated corporate/brand verbal & visual voice. Ensure consistency across all internal and external communication elements.
Focus on aligning mission, vision, and goals with the strategies to achieve success. Emphasis on the interrelation between work, people, structure, and culture.
Embrace new ideas, market forces, and technology while remaining grounded in strategic process.
Combine idealism and pragmatism; see big picture; hold long-term focus while executing plans with organizational awareness; lead through cross-functional partnership, empowerment, and fun.
I describe marketing with a visual metaphor: THE FIREFLY (Luciérnaga in Spanish (and the name of this agency); etymology Greek “light; to shine”). Their bioluminescent communication attracts, engages, connects, and drives action organically – the same as great communication between brands and targets. This article details the firefly-marketing metaphor.
LUCIÉRNAGA BRAND PERSONALITY
Intellectual curiosity and an active lifestyle drive energy, creativity, and a brand-focused "what if" sense of enthusiasm. Here are a few more things which enhance and add color to my personal side and my professional experience.
Magical Realism + Latin American Authors: Eduardo Galeano, Pablo Neruda, and Gabriel García Márquez. Fantastic, sometimes magical things happen in ordinary daily life. This is a simple definition of the literary genre of Magical Realism and is an apt way to define my approach to strategy, branding, marketing and leadership. Let’s make amazing things happen.
Soccer: Player, Coach and Fan
Played on highly competitive Chicagoland ethnic clubs in youth and adult leagues.
U.S. Soccer Federation Licensed Coach. I am fortunate to have shared my love of the sport with others by coaching kids from U9 - U16.
Favorite team: FC Barcelona - Ask me why.
I’m fascinated by the teamwork/leadership insights provided by the game itself, the rabidity of its fans worldwide, the cultural, socio-economic, political, and religious connections clubs and national teams have with their fans, and the templates this creates for other sports.
Trail Running: The air, nature and crunch of the path under my feet clear the mind, and energize the body and spirit. Ask me about my best run ever!
Alebrijes: Carving and painting Oaxacan folk-art-inspired fantastical creatures. Below are a recently completed bunny, unpainted stingray, and Easter Island bookends.
A formative experience as an exchange student in rural Uruguay was the beginning of a lifelong interest in what makes people "tick" and why. This interest in cultural understanding led to earning an M.B.A. from the renowned Thunderbird School of Global Management and, ultimately, into this career of connecting brands and targets through meaningful and engaging marketing efforts.
Sporting Goods; Active Lifestyle
Brands: Dacor SCUBA, Dacor Sport
Responsibilities: Marketing, Product Development, Sales Integration, Production Forecasting, Bilingual English/Spanish Customer Service
JIM BEAM BRANDS COMPANY
Consumer Packaged Goods
Director, Global Brand Development
Brands: Jim Beam, Knob Creek, Sour Apple Pucker, Geyser Peak Wines
Responsibilities: Brand Management, Global Marketing, New Business, Advertising, Promotions, Research
WM. WRIGLEY JR. COMPANY
Consumer Packaged Goods
Senior Marketing Manager
Brands: Juicy Fruit, Doublemint, Wrigley’s Spearmint, Extra
Responsibilities: Brand Management & Equity Development, Advertising, Promotions, Research
CHICAGO RUSH ARENA FOOTBALL
Sports, Events & Entertainment
VP, Marketing & Business Development
Responsibilities: Strategy, Marketing, Brand Management, Research, Attendance, Engagement
CHICAGO WOLVES HOCKEY
Sports, Events & Entertainment
VP, Business Development
Responsibilities: Marketing, Leadership, Attendance, Sponsorships, Activation, Engagement
PR, Marketing, Events Agency
VP, Sports & Event Marketing
Key Accounts: McDonald’s, KitchenAid
Responsibilities: Strategy, Marketing, P&L, F500 Account Mgmt, Sponsorship Marketing/Sales/Activation
School of Professional Studies
Lecturer & Thesis Advisor
Graduate-level course development and instruction includes: Brand Management; Marketing Research; Sales Management
LUCIÉRNAGA: LUMINOUS IDEAS
Marketing + Strategy Consulting
Focus: Marketing, Brand Management, Strategy, Sales, Consumer Engagement
Client Areas: CPG, Consumer, Agencies, Sports, Partnerships, Startups, B2B
My value is based in brand-building, revenue-generation, and leadership success across multiple business categories and challenges. With large and small budgets and staff, I have the experience to help drive growth.
Global Brand Development of
Jim Beam Bourbon
23% global market share.
Re-positioned iconic Doublemint brand through celebrity-endorsement relationship with Venus and Serena Williams. Reestablished target -market relevance and usage to jumpstart sales on an American favorite.
Managed U.S. marketing efforts on Juicy Fruit, Doublemint, Wrigley’s Spearmint + Extra brands.
+35% market share
+$500MM gross sales
$45MM marketing budget.
DeKuyper Sour Apple Pucker
Most successful new product launch in spirits-industry history.
$28MM 1st year bottom line. “Appletini” invented!
ADDITIONAL MANAGED BRANDS
Marketing, branding, activation and P&L for iconic sports events:
CBS Sports Classic college-basketball (Kentucky, UNC, Ohio State and UCLA). Year-one revenues +20% of budget.
30-year old EA SPORTS Maui Invitational. +10% revenue in 1st year after developing new marketing plan.
McDonald’s All American Games sponsorhips, Steering Committee.
Client-services, activation and engagement for the Senior PGA Championship presented by KitchenAid.
Re-established international wine sales, distribution and marketing operations for Geyser Peak California wines in (8) target countries in Europe and Asia. +25% increase 1st year sales.
Executive team member which built the Chicago Rush franchise from concept to national brand: 3x winner of best front office; +95% in-arena attendance in final (4) seasons and highest league-wide national TV ratings on ESPN.
Brand Management + Marketing
Faculty Director (2010-12)
MSA Admissions Committee
Facutly Advisory Board
12+ years teaching graduate-level courses at Northwestern University
Engineered a fluid cultural evolution, transformed creative + positioning, media placement, data analytics, sales strategy, and sales-team management. +21% sales in 1st year.
This gallery of places + phenomena was curated to illustrate the inspirational power of nature to drive creativity and innovation.
La Región de los Lagos
Photo by Francisco Negroni
This is called a "dirty thunderstorm" - a weather phenomenon related to the production of lightning in a volcanic plume.