Belongó | Afro Latin Jazz Alliance

- Led comprehensive rebranding initiatives from Afro Latin Jazz Alliance to Belongó, developing and maintaining consistent brand identity across digital and traditional channels.
- Developed and launched compelling digital content highlighting Belongó’s impact on the music community, driving engagement and support from online audiences.
- Directed collaborative marketing campaigns with other nonprofits and community organizations in New York City, amplifying the reach and impact of shared initiatives.
- Utilized best-practice storytelling techniques to convey the nonprofit's mission and impact across social and digital channels that resonate with Belongó’s public funders and private donors on an emotional level.
- Spearheaded grassroots marketing campaigns to mobilize local communities, resulting in increased awareness and attendance at Belongó concerts and special events.

Director of Marketing and Communications

Miami Ad School (M.AD School)

M.AD School of Ideas | Punta Cana
Spring Course '23 & '24: Strategic Thinking (for Creatives)

Instructing young creatives based in the Dominican Republic on how crucial strategic thinking is in creative advertising and providing them with the skills on how to approach creativity through a strategic lens.

Instructor

Adweek

Authored multiple thought leadership pieces focused on Latinx and culture-based marketing for Adweek’s opinion column (Voice).

Op-Ed Contributor, Voice

Developed strategic brand, communications, social impact solutions for clients across the corporate and non-profit sectors.
Work: 
Endorphin Partners:
• Project: BMI Financial Group, 50th Anniversary International Sales Conf (Cultural Consultant)
Lafeyette | American:
• Project: Ralph C Wilson Jr Foundation (Communication + Content Strategy)
OBE:
• Projects: JP Morgan Chase (Advancing Black Pathways), NIKE (Social Community Impact), Robert Wood Johnson Foundation

Strategy Consultant

R/GA

Freelance Strategy Director

RanaVerse

-Led client business for Unilever and SoulCycle, developing Social Impact strategies focused on  LatinX, Black, Asian and LGBTQ+ communities
-Developed communication strategy for Unilever initiative, "United We Stand,"  a first-of-its-kind campaign that delivered $250,000 to local LGBTQ+ organizations fighting for structural change rooted in audience insights and socio-cultural research.
-Produced strategic recommendations for Unilever for outreach to the US Latinx community by leveraging human-centric insights distilled from quantitative and qualitative data.
Clients included: SoulCycle, Unilever, and Clinique.

Head of Strategy

The Foundry @ Meredith Corp

-Led new business and strategy across Auto, Sports, Home, and Pets verticals, as well as all Multicultural and Hispanic initiatives, driving +$17M in new business in FY20.
-Led development of partnership with the Brandcenter at VCU to launch a pilot workshop series on “Inclusive Creativity” for Foundry creatives and strategists
-Managed and motivated a fast-paced team of content strategists and creatives to develop strategic campaigns that engage consumers across the Meredith digital and social channels.
-Clients included: Home Depot, Clorox, General Motors, Mars Pets Brands

Director of Strategy and Content

- Manage day-to-day Foundry Auto and Sports vertical team of editors, video producers, social managers, web designers, and insights teams to create strategic custom content programs that drive performance across Meredith O&O and social channels for clients including Cadillac, eBay Motors, and Ford.

Associate Director, Content + Strategy

Fania

-Provided clients with creative strategy and critical market analysis to developing a roadmap for establishing strategic relationships.
-Collaborated with cross-functional label team to develop Branded Content and Partnerships Strategy for Fania, the legendary Latin Music label which gave rise to the Salsa movement.
-Communicated regularly with brand and agency contacts to drive excitement for clients content, catalog and events.
-Developed and pitch comprehensive partnership packages for opportunities in Brand Integration, Branded Content, and Branded Experiences.

Creative Strategist, Branded Content and Partnerships

Consultant

-Advised multi-cultural entertainment-focused clients on creative strategy and critical market analysis to develop a roadmap for establishing strategic brand partnerships.
-Collaborated closely with client marketing teams to research and uncover cultural insights, trends, and motivations in consumer behavior.
Clients included: Fania Records, RPM GRP, and 300 Entertainment/Verizon

Creative Strategist (Consultant)

UM Worldwide

-Provided thought leadership to the cross-functional team regarding innovations in brand storytelling, as well as POV on content partners for Coca-Cola media campaigns, including Share a Coke Holiday, Taste the Feeling, and Share a Coke…And a Song.
-Developed cross-vertical program strategy and managed the activation of FOX’s GREASE Live! resulting in +15MM Viewers of the LIVE in-show brand integration of Coca-Cola. The partnership also garnered +10.5K organic social mentions and additional earned publicity in AdWeek, AdAge and Variety.
-Developed multi-channel strategy and managed activation of custom content and social influencers for Share a Coke and a Song campaign with media partners targeting Multicultural, Hispanic and Teen audiences, including Musical.ly, Niche, BET (Black Girls Rock & BET Awards), ESSENCE, Univision (Copa America), FOX (NASCAR & Copa America) and CBS’s Late Late Show (Carpool Karaoke).
-Managed the Share a Coke Holiday partnerships with ABC’s The Chew, as well as Hispanic targeted integrations with Telemundo’s Que Noche & Un Nuevo Dia, and Univision’s Feliz 2016 which contributed to a 4% increase in revenue for the client over the 2015 holiday season.

Manager, Strategy and Media Partnerships (Client: Coca-Cola)


Michael Leon-Rivera is a seasoned marketing and communications professional with over 18 years of experience, specializing in nonprofits and purpose-driven marketing. Currently the Director of Marketing and Communications at Belongó, he leverages his expertise to drive impactful campaigns that foster inclusivity and community engagement.

A UC San Diego Communications graduate, Michael has held key roles at Warner Music, UniversalMcCann, and Meredith Corp. Based in Brooklyn for nearly two decades, he serves on the Board of Trustees for the International School of Brooklyn and mentors through "100 Roses from Concrete." An advocate for culture-forward marketing, he has written for Adweek and teaches at the Miami Ad School, Punta Cana Campus. Michael is dedicated to using marketing as a force for good, bridging commercial success and social impact.

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