I’m Carlos Garcia, a creative leader, strategist, planner, brand director, and creative producer based in the Netherlands. I believe the best creativity comes from systems and processes; environments where ideas can grow, be refined, and executed successfully. Over the past 15+ years, I’ve built and led teams, shaped campaigns, and developed strategies that drive results for global brands and entrepreneurial ventures alike.
I’ve managed projects across multiple media channels, guiding teams from concept to execution while ensuring creativity aligns with business objectives. Beyond client work, I’ve launched initiatives that foster community and knowledge-sharing within the creative industry, including Insighters, Rifados Podcast, and FuckUp Nights Querétaro, connecting creatives, entrepreneurs, and innovators to share ideas, learn from failures, and inspire growth.
I thrive on collaboration, producing and directing multidisciplinary projects, planning and executing campaigns, and turning ideas into tangible impact. My focus is on leadership, strategy, and creativity; bringing vision to life while delivering measurable results.
PROFESSIONAL EXPERIENCE
Strategic Marketing & Brand Consultant, Sherlocked - Amsterdam, Netherlands
June 2025 – Present
Spearheaded the marketing launch strategy for Atlantis Protocol, a new city game combining scavenger hunt and walking tour elements.
Redesigned and optimized the overall marketing strategy, identifying new growth opportunities and enhancing communication formats.
Collaborated with cross-functional teams, including design, digital, and management, to align marketing efforts with business objectives.
Contributed to content creation and digital campaigns, expanding brand visibility in both digital and offline channels.
Co-founder and Director, KANE Agency - Queretaro, Mexico
May 2015 – October 2024
Founded and led a creative agency serving over 300 clients across four continents, managing a team of over 20 professionals.
Directed creative strategy, client management, and execution of campaigns in advertising, branding, BTL, and digital.
Developed high-impact projects such as Cerealistas (recognized as Best Practice at Kellanova) and Quiero Querétaro for the Ministry of Tourism.
Oversaw multidisciplinary teams, ensuring alignment of creativity with business objectives and client satisfaction.
Senior Copywriter, Leo Burnett - Mexico City, Mexico
September 2014 – December 2014
Crafted brand storytelling for Philip Morris (Marlboro, Chesterfield), navigating strict regulatory constraints to deliver engaging communication.
Developed local adaptations of global campaigns and original creative content for product launches and internal branding.
Contributed to successful BTL activations, employee engagement strategies, and promotional events.
Copywriter, BBDO Proximity - Mexico City, Mexico
May 2012 – August 2014
Created copy for global brands such as Wrigley’s Orbit, Celebrity Cruises, Azamara Club Cruises, Gillette Venus, and Bayer.
Co-wrote The Dictionary of Pain for Bayer, a project that participated at Cannes.
Coordinated national communication projects, aligning messaging across multiple platforms
Editor-in-Chief, Donde Studio - Queretaro, Mexico
January 2011 – February 2012
Directed editorial strategy for both a cinema magazine and an independent digital news platform.
Managed partnerships with film distributors and organized events such as premieres and press conferences.
Supervised content production, blogs, and community management to grow audiences and brand presence
PROFESSIONAL INITIATIVES
Rifados Podcast, Co-creator – Produced and co-hosted interviews with innovators and leaders.
FuckUp Nights Qro, Creative Producer – Directed and produced a quarterly event celebrating failure, where entrepreneurs and leaders share their stories.
Insighters, Creator – Organized conferences and meet-ups for the creative community.
Technical Jury Member, Ministry of Culture – Evaluated and selected 2,000+ cultural and creative projects; advised on visual arts, audience development, urban art, and multimedia initiatives.