About Me

I’ve been playing baseball for as long as I can remember. I know what you’re thinking… Here we go, another washed-up athlete talking about the glory days. But for me, being an athlete wasn’t the peak. I thought baseball would be my future—I even played at UCSD and had (barely lol) interest from the Mets and Giants—but in my third year, I decided to quit. I liked the game, but it wasn’t fulfilling.

Turns out, I’d always had a thing for brands. While my teammates stuck to team gear, I was the guy showing up in clothes I actually cared about. After I left baseball, I landed a job at Stance Socks, and it clicked. Working for a brand I admired made me curious about the "why" behind it all—why Stance chose certain athletes or displayed Andy Warhol books next to Jordan Denim 4s. It wasn’t just retail; it was community.

From there, I dove into performance marketing, specializing in SEO for enterprise clients and e-commerce brands. I was good at it and loved seeing the results, but the creative itch never went away. I wanted to go deeper—into the cultural and emotional reasons people connect with brands.

Growing up in a Mexican household, I was fortunate to travel to Guadalajara and Mexico City at a young age, which first sparked my passion for exploring the world. Later, visiting cities like Paris, Rome, Lucca, Frankfurt, Munich, and Toronto only deepened my perspective. Walking through these places, I saw how culture shapes identity and how communities share meaning through art, fashion, music, and even the brands they support. It was inspiring and helped me see the bigger picture of what makes a brand truly resonate.

For me, brand strategy blends everything I love—art, fashion, sports, culture, and community. I’m obsessed with how brands build connection by tapping into cultural tensions and shared identities. I’m ready to help brands create meaning that goes beyond transactions.

Son

Brother

Friend

Baseball Player

Golfer

Basketball Player

Fashion Lover

Adventurer

Nature Lover

Thinker

Researcher

Storyteller

Problem Solver

Analyst

Leader

Strategist

Hi, I’m Tony