VOL. 01 / A working portfolioSF · MX · BERKELEYEST. 2024
Hola, soy Alex
Designer & storyteller.
“From thoughtful planning to intuitive design, I craft experiences that make life meaningful, enjoyable and inclusive.”
BASED IN
SF Bay Area · 🇲🇽 🇺🇸
NOW
Marketing @ Creatorial.ai
EDUCATION
UC Berkeley '24
PRONOUNS
he/him · él
Hola, mucho gusto✺México → Manchester → Berkeley → SF✺first-gen · LGBTQ+ · latinx✺BE YOURSELF✺para mi gente✺made with mucho cariño✺Hola, mucho gusto✺México → Manchester → Berkeley → SF✺first-gen · LGBTQ+ · latinx✺BE YOURSELF✺para mi gente✺made with mucho cariño✺
01 / ABOUT
A first-gen kid who fell for design.
alex, on a good light day.
Hola, soy Alex. Alejandro on a résumé, Alex everywhere else. UC Berkeley '24, Media Studies major, Digital Humanities minor, Design Innovation certificate from the BCDI. First-gen, Mexican, queer, Bay Area by way of México.
I keep landing at the intersection of digital art, technology, and storytelling. The job I want is being the ears and voice of the customer. Designing with people, not at them.
I am a Digital Marketer. I am a Project Manager. I am a Designer. And I am proudly part of a community that embodies resilience and power.
500 → 1,000+
users in under a week, Creatorial.ai
40%
faster creative turnaround, async workflow
75%
fewer status meetings on the same team
30%
engagement lift, Berkeley Public Health
20%
growth in first-year EOP enrollment
THE WAY I WORK
01
Listen first
Active listening is the most underrated marketing tool. Sales taught me to diagnose before I prescribe.
02
Diseñar con la gente
Accessibility, inclusion, and bilingual storytelling aren't features. They're the brief.
03
Make it playful
Browser games inside a checkout. An owl on a marketing deck. Joy is a growth lever.
04
Build the workflow
Clear processes ship better creative. Async over meetings, every time.
02 / SELECTED WORK
Five things I actually shipped.
Growth, brand systems, and playable campaigns. Most live, all built with small cross-border teams.
01
2025
Creatorial.ai · Growth & brand, ongoing
500 to 1,000+ users in a week, zero paid budget
“I went where our audience already lived. Reddit threads, Facebook groups, late-night creator DMs. Then I listened.”
Owning organic growth for a cross-border UGC marketplace founded by ex-Meta leaders. I run the brand voice on TikTok, Instagram and LinkedIn, manage community ops, and launched the Creatorial Challenge: weekly prompts where creators win prizes for growing with the app.
Past 1,000 active users with no paid acquisition
Design-to-publish time cut by 40% via a Lark + Figma + Drive workflow
Launched Creato, the brand's robotic-owl mascot, across social
Rosebud AI × DoorDash · AI hackathon, honorary mention
A playable ad for DoorDash, built in 60 minutes
“Great marketing doesn't just talk to the audience, it invites them to play.”
Partnered with Huiying (Kaycee) Li at the Rosebud AI Marketing Hackathon to design a playable brand campaign for DoorDash. We borrowed the format of those tiny browser games that fill loading screens and built a DoorDash-branded universe around the delivery robots.
Honorary Mention at the Rosebud AI Marketing Hackathon
Full branded micro-game shipped inside a 60-minute sprint
Featured as a case study by the hackathon host
GameAIBrand Experience
03
2025
Adobe × General Assembly · Multi-strategy marketing plan
PayPro, the fintech brand that finally feels human
“SMB billing is boring. The brand around it doesn't have to be.”
Final capstone for the Adobe Creative Skills Academy for Marketers. A full multi-channel campaign: brand identity guidelines, market and benchmark research, landing page, paid social for LinkedIn and Instagram, and a newsletter mockup. All built in Firefly and Express alongside Figma.
End-to-end visual identity and brand guidelines
Paid social, landing page, and newsletter system
Featured in the Adobe × GA cohort showcase
BrandFintechAdobe Firefly
04
2024
UC Berkeley School of Public Health · Social media & content design
Public health, but make it scroll-stopping
“Public health communication should feel like a friend texting you. Not a flyer at the clinic.”
Ran content for the Berkeley Online Public Health Program. Designed motion graphics, infographics, and Instagram-native carousels with a team of 15+ student creators, coordinated through Asana and Google Docs.
30% engagement lift across program channels
10+ project workflows organized in Asana
New visual system carried through the whole 2024 campaign
SocialEditorialHealthcare
05
2022 / 24
UC Berkeley, Educational Opportunity Program · Outreach, brand, social
Opening Berkeley up to first-gen students
“I was a first-gen kid here. I built the campaigns I wish I'd seen as a high schooler.”
Two years inside the EOP designing outreach for first-generation and historically underrepresented students. Data-driven Instagram and Meta campaigns, on-campus events, and bilingual creative for families navigating UC Berkeley for the first time.
20% lift in first-year enrollment from EOP audiences
300+ new followers per month across Instagram and Facebook
Bilingual creative system that's still in use
OutreachHigher EdBilingual
03 / SUGARCANE DIARY
Off-the-clock, on film.
The creative side. Photos pulled from VSCO @alexsugarcane. Canon T7i, Fujifilm FinePix, iPhone 12, all run through VSCO.
canon ene 2401/12
verano 2302/12
otono 2303/12
finepix sep 2304/12
vsco 2305/12
california 2306/12
golden hour 2307/12
finepix domingo 2308/12
iphone oct 2309/12
finepix sep 3010/12
vsco late 2311/12
finepix sep 1712/12
“Things that count to me are alive: my community, my parents, my chosen family, color, sugar.”
Marketing, design, and growth roles across startups, nonprofits, and UC Berkeley. Each one a different lens on the same craft.
Digital Marketing Executive Intern at Creatorial.ai
Oct 2025 → now
Remote, global
Owning organic growth, social content and community ops
Coordinating brand assets with a cross-border design team
Drove 2× user growth in one week without paid spend
Digital Marketing Strategist (cohort) at General Assembly × Adobe Creative Skills Academy
May → Aug 2025
Remote, Berkeley
10-week intensive: AI in marketing, segmentation, channel strategy
Capstone: full GTM campaign for PayPro fintech
Digital Marketing Extern at Kepler Group · Nonprofit Program
Mar → May 2025
Remote
Managed paid search campaigns on Google Ads
Built data dashboards in Excel for campaign optimization
Digital Marketing Fellow at COOP Careers
Feb → Jun 2025
Berkeley
Selective 16-week apprenticeship for underrepresented grads
~200 hours hands-on across SEO, SEM, programmatic and paid social
Social Media Manager & Content Creator at UC Berkeley School of Public Health
May → Dec 2024
Berkeley, remote
Led 10+ content workflows with 15+ student collaborators
30% engagement lift through a redesigned visual system
Marketing & Outreach Planner at Educational Opportunity Program, UC Berkeley
Aug 2022 → Jul 2024
Berkeley
Bilingual creative for first-gen and underrepresented students
20% lift in EOP first-year enrollment
Co-founder & Digital Marketer at Sip n' Spill
side project, 2024
with Sara Sandoval Ortiz
Luxury tea blends that showcase local artists, on the go
Brand identity, IG @sns_teabomb, building the community first
05 / CONTACT
Trabajemos juntos. Let's build.
Right now I'm marketing at Creatorial.ai, freelancing on brand and growth, and open to product marketing roles in the Bay Area or fully remote. Bilingüe EN ⇄ ES, available across time zones.
