Xavier leads 360 global marketing campaigns and strategies across scripted series, unscripted content, and films. This includes strategy, positioning, campaign framework, media planning, partnerships, synergy within TWDC internal marketing channels, and international plans for EMEA, LATAM, CA, and APAC. Xavier oversees creative aspects (a/v, print, digital), social/influencer engagement, OOH, experiential, and activations.

Working closely with key stakeholders in content development (leading SWOT for greenlight), product (Hulu platform), publicity, creative, corporate communications, talent relations, international markets, operations, research, and finance, Xavier brings shows to life. Leading campaign main beats such as Trailer, Date Announcement, Teasers, Activations, Digital Strategy, Music/Soundtrack release, and produce content (marketing/content shoot) for behind-the-scenes, special features, or featurettes. Xavier also handles EP and Talent relations directly, as well as internal executives.

4 Direct reports

Below are some series/movies/franchises that Xavier has led:

• Only Murders in the Building S1, S2, S3, and S4

• One Killer Question After Show (Emmy Winner)

• The Handmaid's Tale S6, The Testaments

• Paradise, Good American Family

• Interior Chinatown, La Máquina (international campaign, emphasis in LATAM)

• History of the World Part II, Marvel’s MODOK, Marvel’s Hit Monkey

• Dopesick, Candy, This Fool S1 and S2

• Happiest Season, Sasquatch, Love and WWE: Bianca and Montez

Sr. Content Global Marketing Manager

• Led all regional content, creative, strategy, social, and digital marketing for the Drama/SuperHero/Comedy vertical.

• Collaborated cross-functionally with Publicity, PR, Partner Marketing, and Legal.

• Key projects included:

  • El Camino: A Breaking Bad Movie

  • Locke & Key S1

  • Umbrella Academy S2

  • Messiah S1

  • Narcos: México S1

  • Disenchantment

Sr. Regional Marketing and Social Media Manager

• Developed creative marketing, digital, and social strategy for Netflix LATAM, focusing on brand, franchises, series, and movies.

• Led digital and social organic, media buying, creative, budget management, and agency coordination.

• Worked cross-functionally with PR, Programmatic, Publicity, Legal, Music, Events, and Partner Marketing.

• Created social creative assets, A/V content, mobile, display, websites, lenses, and Instagram stories.

• Led organic and paid social strategy and creative, including community management of title pages.

• Managed digital (Reserve/Programmatic) and offline (OOH, TV, Radio, Print) media.

• Acted as a content creator and influencer digital strategist.

• Developed activations and events such as screenings, premieres, escape rooms, haunted maze, live stunts with talent, and massive events for fans (e.g., Six Flags Stranger Things house, Comic Cons).

• Managed distribution and allocation of media (digital & offline) and creative budget.

• Co-led marketing shoots and short videos for advertising and social organic.

• Managed media and creative agencies.

• Released music/soundtrack for Luis Miguel: The Series with special activations, concerts, and collaborations with the artist.

• Handled talent management, including direct communication with talent, social media handles, and promotion.

Key projects included:

• Stranger Things S1, S2, and S3

• 13 Reasons Why S1

• Narcos Franchise

• Club de Cuervos

• Marvel/Netflix shows

• Luis Miguel: The Series

• House of Cards

• Titans S1

• Birdbox

Head of Brand, Social, and Merchandising

• Managed a team of 3 direct reports.

• Led the overall marketing strategy for Amazon LATAM brand (homepage), social media, digital media, and site merchandising.

• Oversaw Hardlines, Consumables, Gateway (homepage), and promotions for every store.

• Launched and led the Amazon Brand Campaign, optimizing creative and social community management for Brand Channels.

• Directed the "look and feel" of the site and retail store.

• Collaborated closely with the traffic team to drive qualified users to the store.

• Provided metrics and performance reports to product teams and leadership.

• Led partnerships with toy stores and worked closely with Hasbro to design the Star Wars store, Marvel store, and Disney store.

Sr Digital and Social Marketing Manager. 4 Direct reports + Country pods

Acquisition digital strategist for global corporate payments.

E-Commerce Manager. 7 Direct reports

Head of E-Commerce, Digital Strategies and Creative Marketing

Project Manager. 10 Direct Reports - Leading all digital and web projects for the agency

Promotions and Special Events Coordinator

• Coordinated campaigns for various shows, events, and brands to promote both internal and external productions.

• Key projects include Sesame Street, Televisa Novelas, morning shows, live shows, and DVD releases.