Connecting Brands with Audiences
Executing targeted marketing strategies that grow reach and revenue.
Executive Profile
Connecting Audiences, Driving Growth
Carlos Calderon is a marketing executive specializing in integrated, multicultural brand strategy with nearly two decades of experience in media, experiential marketing, sponsorship activation, and cross-channel campaign development. He designs campaigns that drive revenue, deepen consumer engagement, and build long-term brand equity. With a foundation in radio, live events, and national consumer brands, Carlos operates at the intersection of strategy and execution. Fully bilingual in English and Spanish, he brings cultural fluency and operational precision to every initiative.
150+
20+
Major Clients
Successful Projects
Background & Experience
Carlos began his career in promotions and steadily advanced into executive leadership, overseeing marketing strategy for major media organizations and nationally recognized brands including Heineken USA, Novamex, Proximo Spirits, and Pernod Ricard USA. His work spans broadcast, digital, out-of-home, experiential activations, and media buying, always grounded in performance metrics and ROI optimization. He has led teams ranging from intimate production units to 25+ event staff, managing budgets, logistics, and high-profile campaigns under tight timelines. His approach blends analytical rigor with real-world adaptability, consistently exceeding KPIs while maintaining fiscal discipline.
In agency life, Carlos sharpened his strategic edge, managing national accounts across beverage, CPG, and spirits portfolios. Partnering with top brands , he translated consumer insights into integrated campaigns that moved seamlessly from media planning to experiential execution. He operated with creativity and accountability, balancing bold ideas with disciplined forecasting, CPM optimization, and ROI performance tracking. Agency work refined his ability to navigate complex stakeholders, protect margins, and ensure every activation wasn’t just memorable, but commercially effective.
In radio, Carlos built his foundation where pressure is real and results are immediate. Rising through the ranks within leading Hispanic broadcast organizations, including Univision Radio and Uniradio Corp., he directed multi-platform marketing strategies that strengthened ratings and deepened community engagement. From large-scale concert promotions and street-level activations to thrilling sweepstakes campaigns in the San Diego market, he mastered the art of turning airtime into influence and listeners into loyal brand advocates. In an industry where timing is everything, he learned to execute fast, think sharper, and deliver measurable growth without wasting a dollar.
