SOME OF THE BRANDS I'VE WORKED WITH ALONG MY JOURNEY
WHO AM I? I'M GLAD YOU ASKED!
I’m a global creative leader and brand strategist with 20+ years building customer-centric brands across travel, technology, entertainment, and consumer goods. I combine brand strategy, creative direction, integrated marketing, and experience design to help organizations transform how they show up, scale, and connect with their audiences.
For the past seven years as Global Creative Director at Norwegian Cruise Line, I’ve led cross-functional teams across digital, print, video, experiential, and CRM—delivering integrated campaigns and brand experiences for millions of guests worldwide.
My career blends agency craft, in-house leadership, and a foundation forged in the U.S. Army, where mission focus, clarity, and a leave-no-one-behind mindset shaped how I operate. Today, I consult, advise, and lead work that bridges insight, creativity, UX, and technology to drive measurable brand and business outcomes.
Outside the work, I’m a lifelong pop-culture nerd, comic writer, and traveler—always chasing stories, inspiration, and new experiences. I believe brands win when strategy and creativity work together, when teams feel empowered, and when the work delivers real value to the people it serves.
WHAT OTHERS HAVE SAID (SO THAT I DON'T HAVE TO)
Norwegian Cruise Line: Director of Creative Operations
I had the pleasure of working with Luije for several years, and during that time he proved to be one of the most dedicated, transparent, and genuinely enjoyable colleagues I’ve ever partnered with. His work ethic is exceptional, he shows up fully, follows through on commitments and brings a level of honesty that makes collaboration effortless.
On top of that, Luije has a natural sense of humor and positivity that elevates every team he’s part of and makes even the most challenging projects feel manageable.
I miss working with him. Any organization would be fortunate to have someone with his talent, character, and reliability. I recommend Luije wholeheartedly and without reservation.
MSC Cruises: Executive Vice President, Marketing, eCommerce & Sales
I had the pleasure of working with Luije for about a year. He came on as a contractor and very quickly it became clear we wanted and needed him full time. Luije is a unicorn. He has a unique blend of leadership, creative, copy and strategic skills that make him a key asset. I would welcome the opportunity to work with Luije again - words I don’t speak lightly.
Bayer HealthCare: Manager Customer & Shopper Solutions/Activations
His ability to grasp small but important details allowed us to minimize revisions and to be able to maximize time to focus on strategies and initiatives with some of the agency’s most important accounts such as RJ Reynold’s and Humana. His witty personality, creativeness and intelligence helped us built a strong business relationship steering it from being co-workers, to being my marketing department’s freelance art director of choice. Because of Luije’s excellent skills as a copywriter, as well as a graphic artist, and his enthusiasm for learning, I was always able to ask for a job, including just a short brief on a project, and the outcome was flawless.
I would recommend Luije for any job, anywhere, anytime.
De La Cruz: Digital & Technology Director
Luije is an excellent creative, with outstanding leadership skills. He has strong ideas and communicates them logically, clearly, and kindly. Everyone talks about attention to detail, and I believe that a lot of people can be attentive to details, like Luije. But he is also aware of other kinds of details. He is always observant of other people's feelings and interests, and will try to make every member of the team feel important and valuable.
WOW MKTG: Account Director
Luije is an extremely dedicated individual who always strives to exceed Client expectations. I recently had the pleasure of working directly with Luije for two years. As Associate Creative Director, Luije led a creative team and helped mentor them to develop strategic work that stood out from advertising clutter while consistently meeting Client objectives. His fluency in English and Spanish are an asset to his work and his professionalism is only dwarfed by his work ethic. Luije was a pleasure to work with and I consider him an asset to any team.
Transmission: Executive Producer
It was an absolute pleasure to work with Luije. He allows anyone at any level to speak their mind, throw in an idea, or express their opinion about the work. He is approachable and accessible which for me as a producer makes my job a whole lot easier. Luije is a team player and is always thinking of ways to improve on existing material - whether working independently or cross-functionally, he is able to come up with new ideas to make product ranges more appealing, ad campaigns and branding. I hope we can work together again one day!