I MASTER BOTH SIDES OF THE SAME COIN:
ADVERTISING COPYWRITING
& ART DIRECTION
Hey there, so nice to have you here!
I’m Martin Rodriguez, but everyone calls me “Twister.” With over 20 years in the advertising industry, I bring a unique blend of creativity and expertise in digital technologies, fueled by a growth mindset rooted in “where there’s a will, there’s a way” and “practice makes perfect.”
My experience as a Creative Director Pro has shaped me into your strategic «Swiss Army Knife» of creativity: a versatile mix of lateral, critical, and strategic thinking. I’m here to align my creative vision with each brand’s business objectives.
That’s me, Twister. Versatile by Nature.

See a detailed description of each tool contained in my Swiss Army Knife of creativity.
EXPLORE MY SKILLS

EXPERTISE
Many Hats, One Guy.
Solid Results.
Much like Mr. E. de Bono’s “Six Thinking Hats” technique, the pioneer of “lateral thinking,”
by wearing different hats, I am able to approach each role with a fresh perspective and bring a unique set of skills to the table.
Here are some of them:
AS CREATIVE DIRECTOR
(Green Hat)
- Provide strategic creative direction and vision for projects.
- Lead and manage the creative team, including designers, copywriters, and art directors.
- Collaborate with clients and stakeholders to understand their brand and objectives.
- Ensure a cohesive and innovative approach to design, content, and marketing strategies.
- Review and approve creative work to maintain quality and alignment with goals.
- Mentor and develop the creative team, nurturing talent and creativity.
AS ADVERTISING
COPYWRITER
(Purple Hat)
- Craft compelling and persuasive copy for websites, emails, and other marketing materials.
- Edit and proofread content for clarity, conciseness, and accuracy.
- Promote content through social media, email marketing, and other channels.
- Collaborate with designers, art directors, and marketing experts for cohesive content.
- Develop content strategies and optimize content for search engines.
- Stay abreast of language trends and adhere to brand guidelines.
AS ADVERTISING
ART DIRECTOR
(Orange Hat)
- Supervise the visual design direction in advertising and marketing materials.
- Provide creative direction to copywriters, audiovisual artists, and graphic designers.
- Ensure brand consistency across various media, including e-commerce platforms.
- Collaborate with clients and stakeholders to understand branding objectives.
- Stay updated with the latest trends in advertising technology and creativity.
- Review and approve designs to ensure quality and alignment with brand objectives.
AS GRAPHIC AND
WEB DESIGNER
(Blue Hat)
- Conceptualize visual layouts for websites, including e-commerce sites.
- Select color schemes, fonts, multimedia assets, and imagery.
- Establishing design guidelines, standards, and best practices.
- Develop responsive and visually appealing designs.
- Collaborate with UX designers to ensure user-friendly interfaces.
- Keep current with design trends and best practices.
AS UI/UX DESIGNER
(PINK Hat)
- Conduct user research and gather feedback.
- Collaborate with team members to foster a user-centric approach.
- Create low-fidelity, mid-fidelity, and high-fidelity wireframes and prototypes.
- Develop user personas and customer journeys.
- Benchmark to uncover flaws and explore differentiation opportunities.
- Test and refine designs based on user feedback.
AS WORDPRESS
DEVELOPER
(Yellow Hat)
- Construct landing pages and WordPress websites, including e-commerce sites.
- Monitor UX, security, SEO, and page speed performance, identifying areas for improvement.
- Customize themes and templates, integrate WooCommerce, and add other functionality.
- Plan, design, write, modify, integrate, analyze, and test website-related code.
- Uptime monitor and maintain website functionality, tackling and resolving technical issues.
- Develop and implement procedures for ongoing website revision and updates.
AS WEB PROJECT
MANAGER
(turquoise Hat)
- Plan and supervise the execution of web development projects.
- Manage project timelines, budgets, and resources, including the hiring of freelancers.
- Coordinate and communicate with team members, stakeholders, and clients.
- Ensure that project objectives align with client requirements and business goals.
- Identify and mitigate common project risks, addressing issues promptly as they arise.
- Define project scope (SOW), objectives, and deliverables.
BACKGROUND
I am a work in progress,
a perpetual beta. Never done, never finished.
In a nutshell, my professional journey has shaped the person I am today, and vice versa. It’s not just about my career, but also about the decisions, paths, projects, the people I’ve met, and the determination
to overcome every challenge that comes along.
Passionate about advertising and marketing, creative writing, and a voracious reader, I am a preacher of strategic communication and a fervent advocate for all aspects of technology. I am a multifaceted guy with a wide range of interests and skills.
What I have learned, what I can learn, and how quickly I can grasp new concepts, even from my mistakes; these showcase my natural ability for accelerated, continuous, and autonomous learning.
My superpower? Maintaining a multifaceted profile, always staying up-to-date with the latest trends. It’s a challenging task, but, in my opinion, entirely worth it.
Enchanted by the allure of web design and development long ago, I’ve become an expert with nine years of experience in UX Design and the WordPress Ecosystem, creating a diverse array of websites. Whether it’s building, redesigning, upgrading, or fixing your website, I’ve got you covered.
Before delving into the world of copywriting, I worked for two years as a graphic designer and three years as an art director. My background in graphic design and art direction equips me with a unique ability to develop ideas visually, a valuable skill for strategic planning and concept development.
Regarding my copywriting skills, I’ve honed them over the past five years, producing agency-quality work on tight deadlines. I can craft compelling headlines, write copy for various platforms, and develop versatile campaign concepts tailored to specific audiences and media
I manage the entire digital marketing process, from creating communication strategies to developing and executing email marketing campaigns, and tracking and analyzing results against KPIs.
I can’t wait to take on the next challenge.
I have developed my own mindset statement based on three core beliefs that shape my worldview:
- Digital pioneers keep pushing the limits, shaping the future of the world. As a top-notch Web Designer and WordPress Developer, I strive to do the same.
- Wise people are not afraid to kill their bad ideas so the good ones can grow in their place. I bring positive impact through my work by killing my bad ideas and focusing on the good ones.
- Successful people are lifelong learners and always seeking new knowledge and skills. As a curious and lifelong learner, I am still hungry and humble to say “I just know that I know nothing”.
That’s who I am: a digital pioneer, a wise idea killer, and a lifelong learner.
As a Digital Development Director at NSB Agency, I held the following responsibilities:
- Managed creative staff and freelancers, ensuring that their work met agency standards and providing clear feedback.
- Oversaw day-to-day activities and collaborated with Project Managers to assign and prioritize tasks.
- Ensured that creative work aligned with client objectives and exceeded their expectations, followed strategies outlined in the brief, and met deadlines within the budget.
- Mentored and inspired teams to perform at their best, resulting in increased productivity and morale.
- Developed, presented, and sold creative concepts to clients, resulting in increased revenue for the agency.
- Collaborated with Account Executives and team members to gather essential project information, address questions, and resolve any issues promptly.
- Worked on comprehensive strategies in conjunction with the creative, UX design, and web development teams to ensure that all aspects of the project were aligned and integrated.
- Assisted clients in resolving issues by providing timely, professional, and effective responses.
- Identified creative opportunities for business growth and developed and implemented strategies to capitalize on those opportunities.
Creativity: Thinking outside the box, generating innovative ideas, and approaching challenges with a fresh perspective.
Leadership: Ability to guide, motivate, and inspire others to achieve common goals.
Time Management: Efficiently allocating time to tasks, setting priorities, and meeting deadlines.
Communication Skills: Ability to convey information clearly and effectively, both verbally and in writing.
Collaboration and Teamwork: Working well with others, contributing positively to group dynamics, and fostering a collaborative environment.
Adaptability/Flexibility: Being open to change, adapting to new circumstances, and embracing different perspectives.
Problem Solving: Analytical and critical thinking skills to assess situations, identify problems, and develop effective solutions.
Conflict Resolution: Ability to address and resolve conflicts in a constructive and positive manner.
Resilience: Bouncing back from setbacks, handling stress, and maintaining a positive attitude in challenging situations.
Open-mindedness: Being receptive to new ideas, diverse perspectives, constructive criticism, and feedback.
Negotiation Skills: Effectively navigating discussions and finding mutually beneficial solutions in various situations.
Interpersonal Skills: Building positive relationships, connecting with others, and working effectively with people from diverse backgrounds.
Emotional Intelligence: Understanding and managing one’s emotions and being empathetic to others’ emotions.
Decision Making: Making informed and timely decisions, considering various factors and potential outcomes.
I am committed to using my digital skills and creativity to foster diversity, equity, and inclusion by helping people and organizations use technology wisely and productively.
As a digital transformation expert and mentor, I believe that:
- Digital transformation can be used to make the world a better place.
- Lifelong learning is essential for success in the 21st century.
- Innovation is key for solving the world’s most pressing problems.
- We have a responsibility to use our knowledge and skills to make a positive impact on the world.
- We are all interconnected and interdependent, and we have a responsibility to support each other.
- We can create a better future for everyone when we work together.
- Everyone has the potential to make a positive difference in the world, and I am committed to helping them realize their full potential.
- Digital technology is a powerful tool for good; it can connect us with people from all over the world, share ideas, and create new opportunities.
I believe that these core beliefs are essential for creating a more just, equitable, and sustainable world.
I, Twister, am committed to using my skills and knowledge to make a positive impact on the world, and I believe that we all have a role to play.
My world, my rules. My life, my choices. But what’s most important to me is the courage to clearly decide what kind of person I want to be and achieve it against all odds, even when being authentic in a society that is not always authentic can be costly.
My core values guide my actions and define my behavior:
Leadership: the courage to shape a better future.
Passionate: committed in heart and mind.
Integrity: be true to yourself.
Accountability: If it is to be, it’s up to me.
Generosity: collaborate with others to achieve great things
Innovation: seek, imagine, create, delight.
Quality: what I do, I do well.
Positivity: look for ways to overcome obstacles instead of giving up.
Sustainability: find ways to make the process more effective and efficient.
Diversity: foster a diverse and inclusive environment where everyone feels valued and respected
Friendly: build positive relationships with the people I meet.
Curiosity: be inquisitive, open-minded and resourceful.
Hungry: continuously learn and grow to be the best version of myself.
Proactivity: think two steps ahead and plan for any unknowns.
My personal standard is the values, beliefs, and experiences that have shaped me into the person I am today. It guides my thoughts, feelings, and actions. I believe that sharing my personal standard with others is a powerful way to connect with them on a deeper level.
I cherish teamwork. I have faith in the power of collective intelligence. When people work together in harmony, they can generate fresh and groundbreaking ideas that would not be possible if they were working in isolation.
My hacker mindset is a valuable tool that I apply in any area of life. By adopting a curious, creative, and problem-solving attitude, I have the ability to find innovative solutions, improve processes, overcome challenges, and achieve goals.
This distinctive quality allows me to make informed decisions by deciphering the underlying causes of problems, prevent the recurrence of errors through continuous learning, and anticipate future outcomes by understanding trends as projection vectors.
In everyday life, it translates into my personal optimization of resources; in creative advertising, into innovative campaigns; in business, into efficiency and growth; in marketing, into data-driven strategies; and in web development, into the creation and optimization of high-performance websites.
BENCHMARKING APPROACH
THROUGHOUT MY CAREER, I'VE THRIVED IN DIVERSE ROLES, ADAPTING TO A WIDE RANGE OF CHALLENGES
In each position, I’ve established a robust foundation through benchmarking; a valuable methodology that has not only enriched my strategy but also served as a source of inspiration.
Discover more about my benchmarking-based approach!
Benchmarking as
methodology
BENCHMARKING AS METHODOLOGY provides a structured system for comparing performance against industry leaders or comparable organizations.
This systematic approach enables me to benchmark against industry standards, identify areas for improvement, and discover market opportunities that have not yet been fully explored.
Benchmarking as
strategy
BENCHMARKING AS STRATEGY serves as a roadmap for continuous improvement and organizational growth.
Regular benchmarking against industry leaders enables me to adopt innovative approaches, adapt quickly to market changes, and efficiently maintain a competitive edge, identifying hidden gaps in a strategy for long-term goals.
Benchmarking as
inspiration
BENCHMARKING AS SOURCE OF INSPIRATION allows me to delve into the innovative work of industry leaders.
Analyzing creative work from others enables me to gain insights into prevailing trends, identify new opportunities for differentiation, and refine my own creative approaches. This process helps me stay ahead in the competitive creative landscape.
WORKING TIME
I COULD BE IN VANCOUVER, TORONTO, MIAMI, MADRID, BUENOS AIRES, OR ANY OTHER GREAT CITY IN THE WORLD
No matter where I am, as a time zone-friendly digital nomad, I easily adapt to time changes so we can always work together remotely in your local time zone.
CONTACT
I'd love to hear from you!
Feel free to reach out to share your thoughts, needs, or send me a project brief if you’re interested in enlisting my collaboration.
because you're all the same.
and that is that I know nothing.
I go to another room and read a book.
THE MORE YOU LEARN, THE MORE YOU GROW AND THE
MORE VALUABLE YOU BECOME.