CDG has an insatiable hunger for pushing creative thought and the status quo. His talent and vision change the game anywhere he goes but most importantly he leads with his heart as well as his skills.
-Surf Melendez, Managing Director, Content and Creative, Miami Dolphins
Leading Creative Visionary
with over 12 years of design, marketing & branding experience, shaping some of professional sport’s most well known brands, working with world class professional athletes and top c-suite leaders to integrate campaign messages across all media channels
Lead people & bring ideas to life - this is what I do.
Here are a few of the reasons why I think I am unique and the best candidate for the gig and also about the epic photo above...
As I went through the company core values and the job description, they honestly spoke to my heart. They not only describe my work ethics but also describe everything I have been working towards over the last 13 years of my creative career, but more recently, the opportunity to do some things that I am extremely passionate about - bringing amazing ideas to life and leading amazingly talented people. These are two areas I value most professionally and consider a great honor to lead. In regards to bringing amazing ideas to life, I have been entrusted with the World Champion Houston Astros annual broadcast and content campaign for the last five years, establishing the creative strategy, associated budgets and bringing industry changing content and campaigns to life for the franchise. As to leading people, I believe they are the most important asset to the company. I not only value their creative gifts but understand the importance of work-life balance as well, with a unique ability to extract their best and maximize production. Additionally, to further pursue this passion for people and creative results, and as an industry leader of talented creatives, I founded an exclusive conference called “MLC Connect” five years ago, which brings over 200 industry leading creatives together annually, hosted by a professional sports team and stadium. The conference unites the industries of pro sports and active lifestyles, over 50 pro teams and major brands. One of it’s core missions is to “learn and apply”, essentially to elevate brands and strive to be industry leading which is in essence what I would instill into the YETI creative studio. Additionally, I also believe the YETI brand has already established an amazing creative/advertising foundation for greatness and I would love to be tasked with taking that foundation to the next level - something I have proven to be able to do, time and time again and specialize in. I want to not only lead the creative team to new heights in creative process and business accountability but also begin to use design communication to shape YETI consumer behavior - to continue the trajectory from product to lifestyle, ultimately what I like to call “culture by design”. I do believe YETI has proven to be “built for the wild”, and it would be my duty to not only instill that mantra into target markets and demographics but beyond as well. My goal would be to provide innovative ideas, metric driven strategies, purposeful campaigns, and strive to scale the YETI brand beyond expectation - to positively disrupt the market. I would work collaboratively hand in hand with not only the product team but all sectors of the organization to consistently communicate both internally and externally, the YETI way of life. I believe we are what we do - and YETI users are a walking talking global community of risk takers and outdoor seekers - and my goal would be to find digital and physical platforms to unite them and bring that movement to life.
Putting others first essentially applies across any leadership opportunity, and pretty much defines it sometimes. In this particular case, I was so concerned with getting everyone in the panoramic shot that I barely made it in the frame in time!...(last person on the very far right, lol). Just a fun example of always thinking "team first"!