About Mauricio
Retail, shopper and ecommerce design Creative Specialist with 20+ years of experience helping brands build effective communication systems across physical and digital commerce environments.
I specialize in creating retail-ready creative assets that improve visibility, engagement and conversion, including:
• Packaging Design
• Retail & Display Design
• Shopper Marketing Communications
• Ecommerce & Marketplace Content
• Product Launch Kits
• Product Photography & Motion Content
• Creative Production & Adaptations
Throughout my career, I have worked with global and regional brands across multiple categories, leading the development of shopper marketing programs, retail communication systems, brand activations and commerce-focused creative solutions.
As Founder of OFF-SHELF Studio®, I help brands transform strategy into execution by developing creative assets designed for modern retail and ecommerce environments.
Whether launching a new product, refreshing packaging, creating marketplace content or developing retail communication materials, my goal is simple: create work that helps brands stand out, connect with shoppers and drive results.
Spanish
Native or bilingual
English
Conversational
Remote only
Primarily works remotely
Experience
- Ogilvy ActionShopper & Trade Marketing Creative Strategist for Coca-Cola Latin AmericaPRESS AND MEDIAJanuary 2010 - January 2013 (3 years)Ciudad de México, MexicoLed the development of shopper and trade marketing communication initiatives across multiple Latin American markets, supporting one of the world's most recognized consumer brands.Worked on retail communication systems, point-of-purchase materials, shopper-facing campaigns, promotional platforms, retail toolkits and in-store activation programs designed to improve visibility, engagement and conversion across retail environments.Collaborated with cross-functional teams, agencies and regional stakeholders to develop scalable creative solutions adaptable to multiple markets, channels and retail formats.Key areas of expertise:• Shopper Marketing• Trade Marketing• Retail Communications• POS Materials• Retail Campaign Development• Promotional Platforms• In-Store Activation• Creative Strategy• Multi-Market Adaptation
- Geometry GlobalExecutive Creative DirectorJanuary 2013 - January 2018 (5 years)Ciudad de México, MexicoLed shopper marketing, retail communication and brand activation initiatives for regional and global brands across multiple categories and markets.Directed multidisciplinary creative teams responsible for developing integrated shopper experiences, retail communication systems, promotional platforms, brand activations and point-of-purchase programs designed to influence purchase decisions across physical retail environments.As a member of Geometry Global's Creative Council, contributed to the agency's creative excellence initiatives, helping shape innovative shopper marketing and commerce-driven solutions across the global network.Key areas of expertise:• Shopper Marketing• Retail Communications• Brand Activations• Trade Marketing• Retail Campaign Development• Experiential Marketing• Point-of-Purchase Communications• Creative Leadership• Commerce-Focused Creativity
- VML CommerceExecutive Creative DirectorJanuary 2018 - January 2021 (3 years)Ciudad de México, MexicoLed commerce, shopper marketing and retail communication initiatives for regional and global brands, developing integrated creative solutions across physical and digital commerce environments.Directed multidisciplinary teams responsible for retail communication systems, shopper-facing campaigns, brand activations, ecommerce initiatives and omnichannel commerce programs designed to strengthen brand visibility, engagement and conversion.Worked closely with clients, strategists and cross-functional teams to transform shopper insights into scalable creative solutions across multiple channels, retail formats and markets.During this period, was recognized as the #2 Creative Director in Mexico by El Ojo de Iberoamérica, one of the most respected creative rankings in the region.Key areas of expertise:• Creative Commerce• Shopper Marketing• Retail Communications• Ecommerce Content• Brand Activations• Omnichannel Campaigns• Retail & Shopper Experiences
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Education
- Bachelor's Degree, Communications ScienceUniversidad del Valle de México2007Specialized in Advertising, with a focus on strategic communication, consumer behavior, brand development and creative campaign planning. Developed expertise in advertising strategy, creative thinking, media communication, marketing principles and mass media.