| UC Berkeley | |
| Bioengineering & Materials Science |
Rafael is a seasoned veteran strategist focusing on creating business models, user experience & launching successful brands.
At the age of 17 and while studying at Berkeley, Rafael launched his first business venture. He was recruited by Time-Warner’s Medical Publishing division to manage the sales and marketing initiatives for their Western Region.
Rafael began his internet marketing career at the Firefly Network where he served as Promotions Management Director focused on building online community tools. Firefly was acquired by Microsoft in 1999.
After consulting a number of start-ups, lifestyle brands and assisting with Pepsi’s successful re-launch of Mountain Dew, Rafael was recruited by Glaceau, makers of vitaminwater & smartwater, to manage marketing strategy and execution in key markets . His innovative approach to retail activation and field marketing fueled the doubling of sales for three consecutive years. The company’s efforts resulted in the $4.2 billion dollar acquisition of the company by Coca-Cola Company in 2007.
In his role as Vice President of Marketing and Strategy for Mota, Rafael De La Cruz applied decades of experience in marketing and consumer innovation to enhance the user experience and strategic direction of the company.
Rafael serves as Managing Director at Optimus Enterprises where he continues to consult leading companies in developing impactful lifestyle marketing campaigns. He was the first to create a comprehensive consumer platform marketing green and sustainable initiatives for the automotive industry.
Rafael is a native New Yorker and alumnus of the Bronx High School of Science. He studied Bioengineering & Materials Science at the University of California, Berkeley.
