Nicholas Ruiz (he/him)
Professional Work
Troupe429
Creative Director
Jan 2011 – Present
Norwalk, CT & New York, NY
Shape creative direction, event strategy, branding, and marketing activities for the highest-rated LGBTQ+ bar in New England, steering company through high-return strategy, growth, and business development to maintain competitiveness in a continuously shifting environment. Align Company messaging to show unequivocal commitment to equity & social justice.
• Redesigned and revitalized brand identity and standards, developing captivating content aligned to new brand vision.
- Captured 501M+ views on Troupe429 GIPHY channel in approximately five years, providing unique content for Instagram, Facebook, Threads, X (Twitter), Snapchat, YouTube, iMessage, and more.
- Helm high-impact social media promotions, building Instagram, Facebook, Threads, X (Twitter), YouTube, and Mailchimp newsletter channels and content.
• Ensured exceptional guest experiences, leading the development of exciting events and programs, educating staff for top-tier performance, maintaining venues, and driving captivating marketing and impactful community engagements.
• Earned major accolades, twice winning the Best Happy Hour in the Best of the Gold Coast 2020 & 2021 award and the Best Gay Party title by Paper Magazine for GUMBO NYC pop-up parties (2011 – 2016).
• Strategized and executed a complete business model reinvention and pivot in the wake of COVID-19, pioneering new uses of existing venue space, creative virtual engagement opportunities, and high-demand merchandise lines.
- Transformed venue dance floor into a massive record store with thousands of vinyls and merchandise; forged relationships with distributors, designed safety / health policy and signage, and governed large-scale inventory.
- Spearheaded dynamic virtual shows and digital campaigns, maintaining business viability and staff / performer income during lock down.
- Launched custom e-merchandise storefront, providing rotating on-demand, drop shipped apparel and items.
- Championed legal change to allow to-go sales of beer, wine, and liquor for bars and restaurants, successfully leading the petition (10K signatures) to the State of Connecticut to achieve legal change after one week.
HEY NICO RICO
Creative Services Consultant & dJ
nov 2018 – Present
Norwalk, CT & New York, NY
As a creative services consultant, I offer clients boutique creative services packages – most regularly on a monthly retainer. Remote & on-site availability dependent on project.
As a DJ, I specialize in ultra-sweet, candy-coated dance pop mixed with toe-tappin’ throwback bops, a delicious dessert of disco & latin dance yum yums baked-fresh & served hot, topped with a scrumptious sundae of vocals by unapologetic women & sprinkled with a plethora of quirky queer pop culture knick knack patty wacks. Baked at 429 degrees & iced with a house beat.
OTG
Senior Creative Manager
Sept 2021 – DEC 2022
New York, NY
Oversaw all creative, including photo and video needs, across OTG-managed terminals at 10 domestic and international airports. Drove creative strategies and innovative campaigns that brought products, people, and brand to life across channels by translating business strategies into inspiring creative that resonated with travelers, business partners, and stakeholders.
• Managed & fostered development of creative team members, freelancers, and vendors.
• Integrated Freshservice ticketing system and nearly 3 dozen SOPs to optimize creative team output.
• Overhauled print vendors across North America. Streamlined internal order process and introduced new strategic vendors leading to annual $200k+ cost savings.
Human Rights Watch
Senior Creative Manager, Global Development & Outreach
Sept 2015 – Mar 2019
New York, NY
Helmed high-impact global business development and outreach, leading a high-impact team of international designers and translators in the creation of attention generating creative and outreach briefs. Catalyzed organizational growth and reach, strategizing dynamic in-house marketing and event materials design to effectively engage target audiences. Oversaw existing and new global creative projects and materials, ensuring comprehensive alignment with brand standards and messaging.
• Spearheaded social channel marketing, aligning new and exciting content with unique needs and coordinating rollouts across multiple social platforms.
• Produced critical annual reports and yielded a production cost reduction of more than $130K through fiscal management
• Advocated for the integration of 35+ global cities into digital and direct marketing campaign plans, consulting with marketing to launch reimagined marketing initiatives with translatable materials in line with global cities’ needs.
• Comprehensively restructured and redesigned broad global event collateral to include hyperlocal offerings, delivering regionally specific content to capture significant improvements in engagement.
• Strengthened and defined brand identity / standards, analyzing existing materials and shaping guidelines, tertiary color choices, text / paragraph styling and font weights, and implementation plans to unify brand presentation.
• Mobilized NYC Pride March and Human Rights Day campaigns, building compelling multi-language digital components for multiple social platforms with a focus on cohesion and brand messaging.
• Led the production and global distribution of branded merchandise and marketing collateral, shaping warehouse sourcing, storage, and fulfillment to ensure effective logistics.
Ralph Lauren
Manager, Global Creative Services
Nov 2013 – Sept 2015
New York, NY
Governed global creative services initiatives, leading teams in the creation of merchandising and showroom design, product photography and editing, and copy development to promote brand vision and inspire customers.
• Managed the 1stdibs.com storefront, overseeing art and antiques inventory of $10M+ and steering customer journeys from initial inquiry to viewing, sale, and shipment to ensure exceptional brand-aligned experiences.
• Orchestrated product, store, and showroom photoshoots, sourcing high-quality photographers and directing shoot and editorial to generate high-end content.
• Shaped visual presentations for Global Home stores and showrooms, partnering with regional leaders to source vintage / antique furniture, art, and vendors, maintaining inventories of exceptional, unique products.
• Captained special projects, including the RL Library, Polo Bar, executive offices, fashion shows, and other events.
The Museum of Modern Art
Coordinator, Special Events
Jun 2010 – Nov 2013
New York, NY
Partnered cross-functionally to shape and execute high-profile Museum events / programs, developing a Museum calendar of exciting, captivating occurrences to continuously grow reach and engagement.
• Centralized Museum master event calendar, enabling a streamlined, approachable schedule to capture engagement.
• Facilitated annual fundraising ($11M+), coordinating special events, event sponsorship, and event marketing collateral development to promote programs.