Luis A. Laguna
I never really picked between strategy and creative.
So I built a career around connecting them. I’m a marketing and growth leader, creative strategist, producer and founder with experience spanning brand transformation, demand generation, communications, digital modernization, customer journeys and multimedia execution — comfortable in the space between thinking and making, brand and performance, creative intuition and measurable growth.
Bayamón, Puerto Rico
Culture was never a branding exercise.
I grew up in Bayamón, Puerto Rico. Culture wasn’t something I learned from a presentation deck — it was music, humor, language, improvisation, resilience, community, contradiction, identity, all happening at once. Those influences continue to shape how I think about brands: not simply as identities people look at, but as things people recognize themselves in. Today I’m based in the Fort Lauderdale–Miami area, with Puerto Rico still deeply embedded in the way I create, communicate and build.
What I lead / what I execute
Range, without fragmentation.
Every discipline below has shown up in real client and institutional work — not a wish-list.
Marketing StrategyBrand StrategyAdvertisingCreative DirectionDigital MarketingGrowth MarketingPerformance MarketingContent StrategySocial MediaCreative ProductionVideo & Multimedia ProductionDigital TransformationWeb StrategyeCommerceCRM & Lifecycle MarketingMarketing AutomationAI-Assisted MarketingCampaign DevelopmentPublic CommunicationsCommunity EngagementEvent MarketingBrand ExperiencesAnalytics & Optimization
No straight lines
Just forward motion.
Founder & Creative Director
Lagoon of Randomness™ LLC + CTRL+R Studio™
Built and continue to scale a character-led lifestyle brand and digital creative platform spanning brand strategy, character/IP development, storytelling, content, products, eCommerce, marketing, creative direction and emerging technology.
View Lagoon case study →Marketing Director
Direct Deals Corp.
Directed marketing and creative strategy for technology and telecom accounts, overseeing digital campaigns, brand consistency, and cross-functional execution.
View related work →Marketing & Production Manager
Foundation for Puerto Rico
Led marketing, communications, and production for economic-development and community-facing initiatives, including the Destino 191 rural placemaking program.
View case study →Digital Communications Director
Municipio Autónomo de Toa Baja (Consultant & Appointed)
Led digital communications and public-facing strategy for the Municipality of Toa Baja, strengthening institutional visibility and resident engagement.
View case study →Marketing & Advertising Director Consultant (1099)
Lagoon of Randomness™ LLC
Provided freelance marketing, branding, and creative-production consulting for clients across Puerto Rico, extending the early Lagoon of Randomness studio practice.
Director of Marketing, Digital & Creative Consulting (1099)
Lagoon of Randomness™ LLC
Provided marketing, branding, digital communications, and creative consulting for clients across Puerto Rico and South Florida, laying the groundwork for CTRL+R Studio™.
How I think
Strategy without creativity is forgettable.
Creativity without strategy is decoration. Technology without people is just technology. Randomness without intention is chaos. I work somewhere in the middle.
Different rooms, same discipline
Cross-industry experience.
Rather than one long list, here’s how the work breaks down by sector.
Advertising Agencies & Major Consumer Brands
Freelance, agency, marketing, advertising, production, and creative work tied to well-known consumer brands.
Coca-ColaSpriteHerbal EssencesPanteneOsterClaroLibertyL’OréalAcuvueGarage Isla Verde / Mercedes-BenzDentyneAlfa RomeoWarner Bros. Pictures
Government, Municipal & Public Sector
Digital communications and public-facing strategy for the Municipio Autónomo de Toa Baja, plus work connected to the Municipality of Guaynabo, the Senate of Puerto Rico, and the House of Representatives of Puerto Rico, across multiple municipalities.
Toa BajaGuaynaboCatañoAguas BuenasBayamónAreciboSan JuanSenate of Puerto RicoHouse of Representatives of PR
Municipal administration work, government communications, and campaign/legislative-adjacent work are distinct engagements — reach out for specifics on any one municipality.
Nonprofit & Entrepreneurship Ecosystem
Marketing & Production Manager for Foundation for Puerto Rico, including the Destino 191 rural placemaking initiative delivered with Comité Desarrollo Barrio Cubuy, Inc., A Friends’ Foundation, and the Triple-S Foundation under USDA’s Rural Placemaking Innovation Challenge.
Foundation for Puerto RicoDestino 191Comité Desarrollo Barrio CubuyA Friends’ FoundationTriple-S FoundationADSColmena66INprende
Business, Technology & eCommerce
Marketing Director for Direct Deals Corp., plus AI-assisted marketing, CRM automation, lead generation, and digital-transformation work spanning FinTech, AdTech, HealthTech, Retail, Blockchain, D2C, PropTech, SaaS, B2B, and Enterprise environments.
FinTechAdTechHealthTechRetailBlockchainDirect-to-ConsumerPropTechSaaSB2BEnterprise
Skills & tools
Tools change. Thinking should travel.
Growth & Performance
Demand gen, paid social/search, funnels, landing pages, CRO, A/B testing, attribution, reporting.
CRM & Lifecycle
Salesforce, HubSpot, GoHighLevel — segmentation, nurture, routing, conversion visibility.
AI + Automation
AI-assisted marketing systems, workflow logic, lead qualification, orchestration, content velocity.
Education
Formal education meets constant experimentation.
M.S., Entertainment Business
Full Sail University
B.A., Comunicación y Arte
Universidad del Sagrado Corazón
Proof, in other people’s words
Client stories.
“Un gran recurso que pone el corazón en los proyectos que trabaja… extraordinaria disciplina creativa para presentar lo que el cliente necesita.”
Municipio Autónomo de Toa Baja
“Extremely creative, solution-oriented… you can rely on for all your events and marketing endeavors.”
Teacher Alex
“His expertise in production, marketing strategy, and interpersonal interactions is incredibly valuable.”
Luis Quintana
“Excels in creating comprehensive advertising campaigns that include graphics, digital, social, teamwork, planning and creative brief development.”
Joel Reyes
Logos on file: five confirmed client logos are shown in the marquee above (Warner Bros. Pictures, Alfa Romeo, Garage Isla Verde/Mercedes-Benz, Liberty, Senado de Puerto Rico). The rest of the original ~75-logo wall still needs re-uploading with correct names attached before it can be safely restored.
What’s next
Interesting problems are always welcome.
I’m interested in ambitious teams, meaningful collaborations and opportunities where strategy, creativity and growth need to work together.