After years of playing I decided to take my desire to make music one step further and focus my attention on what's behind the music making process — the details, the materials, and the craftsmanship that form the building blocks of great guitar tone. As founder and partner I carry the vision for the experience that Santono provides to our new community, from the R&D process of all our offerings to the tactile sensation each of us feel when receiving and unboxing a Santono product.

Session musician with a focus on keys, synths and electric guitar. Current projects include Golden Groves, Jonathan & Sarah Jerez, and Heartrush.

As head of the creative team, create and supervise advertising campaigns and oversee the quality of all print, audio, video, digital and campus enhancement projects. Translate marketing needs and objectives into creative strategies and actions that communicate effectively the Southern story and compel others to join the vision of the school. Ensure that visual communication standards and brand consistency are met satisfactorily across all mediums.

As a consultant, evaluated the Communications department—personnel and workflow—and implemented a new structure with redefined roles and tasks, especially in the creative division, to increment output productivity and quality.

As co-owner of Duo Audio, I created and produced music for radio broadcast and television. As audio engineer, recorded nationally renown musicians in order to produce music and scores for tv and radio commercials that would enhance and complement any given brand's advertising campaign.

As co-founder, created the vision, mission and business plan, identified the key roles needed for the initial stage and led the hiring process. As Creative Director, led advertising campaigns for key international companies—Kia, Sony Ericsson, Unilever, BBVA, among others—by creating the overall brand strategy and leading the creation and production of TV, radio, print web and additional collateral work. As Chief Operating Officer, oversaw the business arm of the agency by leading the Client Service, Production, IT and Administration divisions.