Strategic design leader with two decades of experience helping organizations grow through clarity, creativity, and purpose.

Jairo Arango, DLX

I operate at the intersection of brand, business, design, and communications, shaping outcomes through creativity, clarity, and strategy.

Professional Overview

I'm a Strategic Design Leader and Brand Strategist.

With over 20 years of experience spanning global brands, purpose-led ventures, and entrepreneurial initiatives, I help organizations navigate change and growth through strategic design, brand clarity, cross-functional leadership, and communications strategy.

I'm known for shaping brand systems, aligning teams through storytelling, and designing experiences that connect deeply, from luxury automotive campaigns to social and cultural change platforms that promote meaningful impact.

I'm a graduate of the DLX Executive Programme at Future London Academy, a global network of design leaders focused on transformation, ethics, and the future of creative impact.

Education and Professional Development

Lifelong learning across business, creativity, and global perspectives.

My foundation in marketing and design has been strengthened by executive-level development in brand strategy, communications leadership, and business transformation.



I continue to evolve through programs that blend creativity, ethics, and systems thinking, building the perspective required for modern design leadership.

Executive Leadership & Marketing Strategy:

• DLX Executive Program for Design Leaders
  Future London Academy, UK
  Executive-level training in brand, business, leadership, and systems thinking (EMBA).

• Masters Certificate in Marketing Communications Leadership
  Schulich School of Business, Canada

• Strategic Brand Management & Product Marketing
  Schulich School of Business, Canada
  

Brand & Creative Strategy:

• Branding Now: Ultimate Branding (Strategy + Identity)
  Future London Academy, UK
  Advanced brand strategy programme for senior creatives.

Marketing & Design Foundations:

• Marketing and Advertising
  Politecnico Grancolombiano University, Colombia

• Graphic Design
   Jorge Tadeo Lozano University, Colombia

Strategic Expertise

Here’s how I translate those learnings into action.

My work spans leadership, strategy, creative direction, and communications, always aligned with business outcomes and cultural relevance.

I bring structure to ideas, vision to execution, and momentum to organizations ready for change, all from the intersection of brand, business, design, and communications

Core Areas of Impact

• Brand Transformation & Strategic Positioning

From story to system, guiding organizations through rebrands, repositioning, and long-term brand equity building.

• Business Growth & Market Expansion

Strategy-led marketing initiatives that drive visibility, acquisition, and scalable success.

• Integrated Marketing & Omnichannel Strategy

Aligning digital, experiential, and traditional touchpoints to support seamless customer journeys.

• Creative Direction & Campaign Development

Leading bold, insight-driven content and experiences that connect deeply and perform meaningfully.

• Leadership & Cross-Functional Collaboration

Building high-performing teams, aligning stakeholders, and creating clarity across disciplines and departments.

• Customer Experience & Product Launch Strategy

Creating compelling experiences across physical and digital channels from first touchpoint to long-term loyalty.

• Facility Development & Operational Transformation

Applying strategic design thinking to physical environments, processes, and business systems.

• Performance Measurement & Optimization

Connecting creative to outcomes through KPIs, analytics, and iteration frameworks.

Consulting & Advisory

I work with organizations looking to refine their brand, evolve their business, and design impactful customer experiences.

Whether leading a complete transformation or advising on strategic design, I deliver solutions that align creativity with growth, building differentiated, sustainable, and future-ready brands.

Curious about the values behind how I work?

View  >  What I Bring

Approach and Methodology

How I lead design-driven transformation.

Every project begins with clarity and moves forward through collaboration, creativity, and measurable impact. My methodology is designed to scale, adapt, and deliver across industries and teams.

01

Discovery & Insight

Uncovering brand challenges, opportunities, and unmet potential.

02

Strategy & Positioning

Defining the brand’s direction, identity, and role in the market.

03

Creative Development

Crafting narratives, systems, and design solutions that connect.

04

Execution & Activation

Launching integrated campaigns across platforms and touchpoints.

05

Optimization & Growth

Measuring performance, refining strategy, and enabling long-term value.

Collaboration and Impact

Because success is always co-created.

I collaborate with a trusted network of agencies, creatives, strategists, and industry experts to deliver large-scale brand and marketing transformations.

Whether working with internal teams or external partners, I lead processes that enable bold ideas, seamless execution, and meaningful results.

Cultural and Artistic Advocacy

Design and creativity belong to everyone.

Culture and creativity are vital to community, identity, and innovation. Supporting and amplifying artistic voices is core to how I present myself in my work and beyond.

Arts Patronage & Support

My commitment to the arts extends across disciplines, cultures, and languages, through partnerships, sponsorships, and direct patronage of initiatives that push creative boundaries.

Cultural Advocacy

I support businesses and projects that elevate Spanish-speaking culture, offering strategic guidance, community engagement, and platform amplification.

Industries Served

Where strategy and design have made a difference.

My work spans industries from global brands to emerging ventures, always focused on connecting insight to impact.

Executive Strengths & Core Competencies

What I bring into the room, and into the work

Strategy & Business Growth

Strategic planning, brand transformation, and marketing communications leadership focused on measurable success and market impact.

Creative Direction & Campaign Development

From concept to execution, leading multichannel storytelling, brand messaging, content systems, and visual identity.

Digital Ecosystem Leadership

Omnichannel strategy, CRM, SEO/SEM, paid media, and performance marketing integrated across platforms and optimized through data.

Leadership & Communication

Team development, stakeholder alignment, strategic facilitation, and executive-level communication that inspires action.

Production & Experiential Activation

Overseeing campaigns, product launches, editorial projects, and experiential work, turning brand strategy into lived experience.

Jairo Arango,  DLX

Strategic Design Leader · Brand Strategist

Let’s connect.

Whether you’re seeking brand strategy, creative leadership, or a partner in transformation, I’d love to hear from you.