About

Note: If you prefer a more simple about page, that option is here.

From the Mercado to Manhattan (And Back Again)

I wasn't always the creative strategist handing out megaphones to the spicy underdogs. I was the drone writing brand bibles for companies with unlimited budgets and nothing to say.

I grew up in Guadalajara watching my grandmother run her little mercado like a one-woman circus — loud, colorful, personal, and impossible to ignore. People went to shop, but they really came to see her. That was my first experience with "branding."

By my twenties, I'd traded the mercado for Manhattan and was writing brand strategy for companies with eight-figure budgets and zero personality. And I was damn good at it.

But somewhere between the corporate style guides and the stakeholder decks, I noticed the brands that moved people weren't the biggest ones.

They were the weird ones. The specific ones. The kind with a voice. The ones that knew exactly who they were and refused to apologize for it.

@spicymargarita

On my way to report someone for using the word "authentic" unironically.

So I left the agency world with a new obsession: what if small brands stopped shrinking themselves to seem "professional?" The thing they thought was their weakness — too human, too niche, too 'unscalable' — was the thing I knew to be their strength.

A one-woman soap company in Santa Fe was my first real client. She wanted to clean up her brand to sound more "legit." I talked her out of it. She sold out in 48 hours. And I was all in.

Since then I’ve helped 200+ founders stop shrinking themselves to fit some idea of what a "real brand" looks like — and start showing up in their weirdest, most creative form. (And in the process, often 10x their revenue.)

The big brands had all the money. The small brands had all the soul. And no one was handing the second group a big enough microphone. [Enter me, stage left]

You want one people remember. Spend their $$$ with. Obsess over. Tell their friends about.I'm the strategist who’ll help you get your brand’s voice back, then add just enough spice to make it impossible to forget.

Because you don’t want a brand that looks good in a deck and disappears in a feed.

*Ask me for the list and do not judge.

🔥 Extra Spicy

Street tacos from places with zero Yelp reviews, Writing copy that makes people say “Damn” out loud, Giving unsolicited advice, The color orange, Salsa (both dance and food), Fiction with spicy female main characters*

Hard Pass 👎

🔥 Extra Spicy

Hard Pass 👎

*Want my famous Margarita recipe?

Stock photos of women laughing at salad, Third person about pages, Sour mix margaritas*, People who won’t give their f—ing opinion, Beige in all forms, Doing what’s been done before, Asking permission...

The House Blend

Tik Tok

Substack

Tajin Rim

Salted Rim

Chocolate

Popcorn

Night Owl

Early Bird

Mountains

Beach

Matcha

Coffee

Where I Stand on the Important Things

— My brother Antonio

Take it from Them

“I wouldn't trust Marguerite to keep my plants alive, but I'd let her run my company.”

Ask Me About

Travel hacking, the best taco spots in any major city, why I'm rewatching Schitt's Creek again, and how it feels to quit your $$$ job with zero plans.

Brunch is a scam. Working from home is overrated. Participation in the group text should be mandatory. Charcuterie boards have the best PR in the business.

Unpopular Opinion(s)

5:00pm reservation, bottomless chips in salsa, home by 8, Korean facemask and reading in bed or a needlepoint project Asleep by 10. Bury me in my bedsheets.

An Ideal Evening Looks Like

Starting a new book before I've finished the last one, hosting taco night, salsa dancing, ordering for the table. Fun fact: I'm annoyingly good at pickleball.