Marketing leader
I find the gap, build the system, and run it until it runs without me.
Most marketing problems are communication problems. I find what we're actually trying to say, then build the system and the team that says it consistently, in every market, on every channel. 18+ years across financial services, franchise, and agency work.
4 promotions in 7 years · 30 markets run across 23 states · Systems still live 5+ years after handoff
By the numbers
Selected work
Case studies
Programs I built from scratch and ran end to end. More get added here as new work wraps.
Email marketing programs
A segmented lifecycle system for a 130K-member credit union and a 3.2M-email engine for a national franchise, with automated unsold-lead recovery across 18 markets. Both built to run without me.
Generator Supercenter video program
Built from nothing to 100+ assets localized across 40+ markets. 2.5M YouTube views over three years of paid campaigns.
FCCU website, three generations
Carried one credit union's website through three platform generations over seven years, each from a more senior seat. Still live and still personalizing today.
Storm response & rapid mobilization
Replaced a multi-week launch cycle with a same-day playbook. Proven under a live storm event, scaling daily spend 120% inside the demand window.
Leadership, systems and people
Built a marketing function from near-zero, rebuilt its operating system, and developed five specialists across two organizations into people who could run the work without me.
Portfolio
Visual proof of the work
Finished videos, web and design samples, email and print pieces. The receipts behind the case studies above.
VIDEO PRODUCTION
Generator Supercenter Power Up Christmas Emails
Campaign emails for Power Up Christmas Campaign. Four touchpoints to ensure campaign is effective and hitting the desired audience multiple times.
EMAIL CAMPAIGN
Perfect Palapas Marketing Materials
Print Collateral for Home Service Brand.
PRINT COLLATERAL
The pattern, every time
Eighteen years, one repeatable playbook.
Scout
Every team has a gap nobody's covering: leads going cold, channels sitting empty. Most people work around it. I go stand in it.
Build
I don't pitch an idea and wait for a budget. I build the first version myself, run it small, and let the results make the case.
Scale
Once it works, I make it work everywhere: approvals, brand standards, local customization, at whatever scale the network needs.
Run
Then I engineer myself out of the daily work. Clear process, automated logic, a team that owns it. Built to run, not to babysit.
About
Oscar Lara
I'm a Houston-based marketing leader with 18+ years across financial services, franchise, and agency work. Seven years and four promotions at a 150,000-member credit union, then three years leading a six-person team running end-to-end marketing for a national franchise across 30 markets. I've been the strategist in the boardroom and the one holding the camera, and I'm equally comfortable in either seat. What I care about is the machine: finding the gap, building the system that fills it, and engineering it so well it doesn't need me.
Eagle Scout. University of Houston-Downtown, B.B.A. in Marketing.
Contact
Have a gap that needs a system?
I'm looking for my next full-time marketing leadership role: director level, in-house, with a function to build and own. If that sounds like the seat you're hiring for, I'd like to hear about it. I also take on a limited number of consulting engagements.