BRAND STORYTELLER | CULTURE-SAAVY MARKETING LEADER
WHO I AM
I'm a brand leader with over two decades of experience helping some of the world’s most iconic brands tell their stories in meaningful, culturally resonant ways.
From building in-house creative teams from the ground up to leading award-winning campaigns across tech, sports, and lifestyle, I’ve made a career out of blending strategic clarity with creative boldness. I’m at my best when I’m bringing people together — across disciplines and departments — to do work that not only performs but genuinely moves people.
fwiw - “the mighty jerico” is a name I picked up in college promoting events. It stuck and an easy handle in the sea of Jericos of Filipino descent.
MY PATH
Snap Inc. – Director of Brand Makers Studio & Chief of Staff to the CCO (8/2021 – Present)
- Founded and led Brand Makers Studio, Snap Inc.'s internal creative agency, responsible for shaping and executing world-class creative campaigns and brand storytelling across Snap’s ecosystem.
- Chief of Staff to Snap’s Chief Creative Officer and later Chief Marketing Officer — As her strategic partner, I directly lead staffing re-organizations, re-structuring the AR Marketing team, and managing budget allocation and planning to deliver higher impact creative and efficiency across the marketing org.
- Directed a multidisciplinary “Makers” team (Brand Management, Project Management, Production, Media, and Operations) and AR Marketing team with 7 direct reports and 30+ staff. Established vision and strategic priorities to align creative execution with business objectives, elevating Snap’s brand presence through seamless delivery of integrated, cross-platform campaigns.
-
Partnered closely with Executive Creative Director, Strategy Director, and internal cross-functional teams (XFN) spanning Marketing, Communications, AR, Product, and Design.
-
Served as a trusted cultural driver, connecting vision with execution at the highest levels and rebuilding the team infrastructure to drive long-term creative excellence.
TBWAChiatDay LA – Managing Director, Gatorade & McDonald’s (11/2015 – 8/2021)
-
Led Gatorade’s global 360 advertising business across 7 international offices, helping achieve record sales and brand milestones.
- Over 50+ creative awards, helped drive Gatorade's best record setting year in sales (2016) and retired 3 of the greatest athletes on Gatorade's Hall of Fame athlete roster (Peyton Manning, Usain Bolt and Serena Williams).
-
Our work has helped Gatorade continue to dominate the sports drink category with 68% market share that drives their $5 Billion business.
-
Integrated general market and multicultural marketing for McCafé, winning new business and aligning creative across demographics.
-
Partnered with C-level creatives and strategy leads to deliver award-winning campaigns with measurable business impact.
wieden + kennedy ny (12/2013 - 11/2015)
Jordan Brand / Sprite / Ghetto Film School / New Business, Account Director
Highlights: RE2PECT and the Sprite Corner
180LA (2/2010 - 11/2013)
adidas basketball / boost mobile, Account Director
Highlights: Slim Chin, The Bull, The Return and Working Man
Oakley (8/2007 – 2/2010)
Apparel, Footwear & Accessories (AFA), Global Marketing Director
Oakley Exclusive Product Program
Highlights: Led development of street/sport culture specific product across all categories
TBWAChiatDay LA (9/2000 – 8/2007)
PlayStation, Account Supervisor
Highlights: Kobe!
SCHOOL DAZE
BA Political Science - California State University, Long Beach
BEATS, RHYMES and LIFE (my favorite things)
Laker (LUKA) and Dodger (FREDDIE) fanatic, golden era hip hop + 90s rnb snob, streetwear and sneaker og, Boxing enthusiast, proud father of two lovely pre-teen daughters (stress)
Fluent in conversational Tagalog (Filipino dialect)
FIND ME ︎
jerico.cabaysa@gmail.com
562-572-7510