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Articles by Marcus
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What’s Next in MR: Socializing insights so teams act on them.
What’s Next in MR: Socializing insights so teams act on them.
The data deluge is real folks. In fact, 95% of existing data goes unanalyzed, and unused at large companies today…
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Business reporting falling on deaf ears?
Business reporting falling on deaf ears?
Here are three keys from our Millennial Workforce Findings Report to help unlock more actionable business reporting…
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Podcast: Telling Better Stories through Data
Podcast: Telling Better Stories through Data
WashingTECH Podcast Episode 47 This week, I had the pleasure and honor to share some perspective on how policy makers…
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Marcus Jimenez shared thisWhat building Sicario Studios taught me that 15 years of client work didn't. I spent 15 years advising brands. PepsiCo, P&G, Diageo. Good work. Real impact. But there's something I didn't fully understand until I had my own money on the table. When you're advising, you can recommend a pricing decision and leave the room. When it's your brand, you feel the consequence of that decision in the next month's numbers. That gap — between knowing something and knowing it with real skin in the game — changes how you advise. Building Sicario Studios taught me to ask different questions. Not 'what does the framework say' but 'what does the market actually do with this.’ Like ‘how will I use this as a founder who needs to balance between planning and getting things done on a daily basis?’ It taught me that brand positioning decisions feel obvious in a deck and complicated in reality. It taught me that founders need someone who has felt the thrill and burn they're navigating — not just studied it. — I still use every framework I have developed over the years, while also building new ones in the AI age. I just use them differently now that I know what it costs when you get them wrong. #BuildInPublic #SicarioStudios #FounderStory #BrandStrategy #Entrepreneurship #SkinintheGame #PremiumBrands #BrandBuilding #FounderPOV #LeatherGoods
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Marcus Jimenez shared thisRevenue Streaming Hot Take: Is it a finance, strategy, or positioning problem? Designing revenue streams is not only a finance function. It's also a brand one. I've watched brands at every scale be challenged by this conventional thinking. They treat pricing as a margin problem when it's actually a positioning problem – a pattern I've seen again and again: Pattern 1: The brand that prices below its actual quality tier. The product is premium. The price says otherwise. The customer doesn't know whether to trust the quality or trust the price, so they trust neither. Pattern 2: The brand that prices ambitiously but can't support the price with the product or experience. The price sets an expectation that the brand can't meet. What follows is churn. Pattern 3: The brand that prices with conviction — above the category default — and builds the product and experience to match. This brand earns customer loyalty and margin simultaneously. The third pattern is harder to execute. It requires discipline at every downstream decision. It's also the only one that compounds over time. Pricing is not where brand building ends. It's where it begins. #BrandStrategy #RevenueGrowth #BrandPositioning #FounderAdvice #GrowthStage #Pricing #MarketingStrategy #BrandArchitecture #ConsumerBrands #FounderPOV Photo by Ron Lach
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Marcus Jimenez shared this70% – The number that should be in every brand strategy deck right now. In my research, 70% of the 127 affluent Hispanic American respondents said cultural representation is either 'Very Important' or 'Somewhat Important' in the brands they support. That's not a niche preference. That's a majority of a $2.5 trillion consumer segment making active brand decisions based on whether a brand sees them. And here's the part that should matter even more to brands: Among non-buyers — the aspirational consumers who haven't purchased yet — the number was even higher. Cultural representation is influencing brand consideration before the first transaction. Now read that again. One subject matter expert I interviewed said it this way: 'Latinos have brand loyalty built through culture and memory. If you ignore their story, they'll ignore your brand.' Representation isn't symbolic. It's emotive AND commercial. The brands that get there first aren't just doing the right thing. They're earning the loyalty of the country’s fastest-growing affluent segment. Download link to the free report below, and via my substack: The Cultural Remix. #CulturalMarketing #HispanicConsumers #BrandStrategy #MulticulturalMarketing #AHAReport #ConsumerInsights #LuxuryMarketing #CulturalIdentity #MarketResearch #FounderPOV
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Marcus Jimenez shared thisLast year, I was asked to speak with a few retailers about carrying our products. Good locations & foot traffic. Yet I said no. Well, you never say no, you low-key downplay it and say not at this time. Here's the thing about distribution — it's a brand decision, not a logistics one. Where your product lives tells your customer something about what it is. Knowing when & where to enter retail & wholesale distribution is a critical decision for any brand. Think of the young python trying to eat a cow... This particular shop carries a wide range of price points and aesthetics. Nothing wrong with that for them. But Sicario sits at a specific tier, for a specific buyer, in a specific context. When you can’t control how you’ll be merchandised, it’s important to think through the good and bad positions, like what happens when they put you next to the $30 belts, and what that would have said about the Sicario brand — quietly, permanently. In early-stage brand building, revenue pressure is real. Every account feels like momentum. But the accounts that dilute your positioning cost you more than they pay you. The discipline is knowing which deals are growth and which ones just look like growth. Like my mentor, who gave me this gem I still live by: no money is better than bad money. #BuildInPublic #SicarioStudios #BrandPositioning #FounderStory #DirectToConsumer #PremiumBrands #Entrepreneurship #DistributionStrategy #FounderPOV #SmallBusiness
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Marcus Jimenez shared thisBrand Founder Confession: Building in public takes a whole other level of humility. I just published our origin story about why Sicario Studios exists. It's not a product video. It's the story behind the brand — who built it, why it matters, and who it's for. In today's process-focused economy, it requires that you put on display all imperfections, which, for a creative director, is like asking for them to walk on broken glass - or Legos at 5am if you're also a parent. I design and handcraft premium leather goods – footwear, bags, and accessories for urban professionals – people who carry their culture with them into every room. People who feel unseen in the corporate world and overlooked by a luxury world that was never designed with them in mind. I know what that feels like. From late nights wondering if I'd make rent, to being the first in my family's legacy to hold a graduate degree, to being a successful creative director working with Fortune 500 brands — I've lived that journey. That's the humility part. Knowing it and doing your work in the dark is one thing, but having to say it on camera while you're doing it is another. If you were to ask what's harder: bringing a product to life from concept to a 3-D object, starting a high street brand for a new market, or being honest with the public on why you're doing it, even when you may think it's not the most important part, you'd be surprised. That's why I'm building Sicario Studios in the open. I'm building it for the ones who came up different. For those who had to persevere and endure being overlooked while exceeding all expectations. Because our stories matter. If you ever felt unseen, overlooked, or simply navigating between worlds — this was made for you. Let me know if it resonates. Link to the full video in the comments. #SicarioStudios #FounderStory #BuiltDifferent #LatinoLuxury #PremiumLeather
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Marcus Jimenez shared thisCultural remixing: the consumer behavior luxury brands don't have a word for. It describes a pattern that emerged across more than 120 survey responses and in-depth interviews with affluent Hispanic American consumers. They aren't rejecting luxury. They aren't trying to assimilate into it either. They're curating it — selectively adopting what aligns with their bicultural identity and discarding what doesn't. One respondent said it best: 'I'm not buying a brand just because it’s known. I buy it if it says something about me — where I am going, and especially where I came from.' This is not a niche behavior. It’s the dominant pattern in a segment growing faster than the broader luxury market. Brands that understand cultural remixing will build loyalty with this consumer. Brands that don't will keep running campaigns that don't convert. The AHA Report breaks this down in detail. #CulturalRemixing #BrandStrategy #HispanicConsumers #LuxuryMarketing #MulticulturalMarketing #AHAReport #ConsumerBehavior #CulturalIdentity #MarketResearch #FounderPOV
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Marcus Jimenez shared thisWhy I named my brand Sicario Studios — and what that naming decision cost me. People thought I was nuts. 'You'll alienate customers.' 'It's too aggressive for a luxury brand.' They weren't wrong about what the word means. They were wrong about what it signals. Sicario — in the original Latin — means 'one who carries a blade with purpose and precision.' That's exactly the brand I’m building. Premium, contemporary leather goods with purpose and intention. For a consumer who carries themselves the same way. Purposeful urban professionals who know where they’re headed. The name may have cost me some early conversations. Retailers, potential customers might have walked before they even looked at the product. But it found the right people as well – and that’s who I am building the brand for. And they understood the brand without me having to explain it. Naming is positioning. It is the first thing your brand says before you say anything. If your name requires an explanation to your core customer, that's a signal worth paying attention to that an adjustment may be needed. #BuildInPublic #BrandNaming #SicarioStudios #LeatherGoods #FounderStory #BrandPositioning #Entrepreneurship #PremiumBrands #FounderPOV #SmallBusiness
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Marcus Jimenez shared thisProduct founders: How are you setting prices? If you're setting them based on your competition, you may be leaving money on the table. You build the product. You like it. Then you Google what similar things cost — and price against or just under the competition. That's not a pricing strategy. That's surrendering. Here's the sequence I've used building my studio — and what I walked brand teams at Fortune 500’s and independents through for 15 years: 1. Define who the brand is for, specifically. Not 'quality-conscious consumers.' A real person with a real context. Name them, give them a job, a role, a problem that your solution will fix. 2. Determine what the brand needs to signal to that person. What does the price say about what this is? What is its true value - physical AND emotional from their eyes? 3. Set the price that sends that signal. Then build the product and cost structure to support it. When you price purely based on the product’s build, you're focused solely on your costs and set a margin that’s often anchored to your competitors’. When you price before building, you’re likely to have a wider vantage point to model pricing that includes materials, positioning, labor, distribution, and marketing – all factors that are part of true pricing. At Sicario Studios, we price on both ends. For example, after considering a product for development, I will look at market retail rates for a similar product to determine the floor and ceiling the market will bear, as well as what it will take to build the product. We then prototype to prove or disprove our model, and build a margin window aligned with our mission to bring affordable, premium-tier products that last and that our customers will value and love. The brand that prices defensively signals defensiveness. The brand that prices confidently signals confidence. Your customer reads both. #BrandStrategy #Pricing #FounderAdvice #BrandPositioning #StartupStrategy #GrowthStage #MarketingStrategy #BrandArchitecture #ConsumerBrands #FounderPOV Photo by Ron Lach
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Marcus Jimenez shared thisThe $2.5T consumer luxury brands are ignoring — Here's what the data actually says: Affluent Hispanic American households — those earning $125K or more — grew by 81% between 2015 and 2020. Hispanic purchasing power in the U.S. is already blowing past $2.5T, heading to $4T. 79.5% of the 127 AHA respondents in my proprietary research have already purchased luxury fashion items. This isn't a segment that needs cultivation. It's a segment that's being overlooked. And the brands that figure that out first — not with a campaign, but with a real strategy — are going to earn a loyalty that lasts. I spent two years studying this consumer for my graduate research at Parsons. The AHA Report is the market-facing version of that work. If you work in luxury, fashion, or brand strategy, it's worth a read + it’s free. #BrandStrategy #LuxuryMarketing #HispanicConsumers #CulturalMarketing #AHAReport #MulticulturalMarketing #ConsumerInsights #LuxuryBrands #MarketResearch #FounderPOV
Marcus Jimenez commented on a post
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The specific thing I didn't expect: how much faster I move now when advising founders. Not because I know more — but because I've felt the weight of the decisions I'm recommending. That changes how I frame the conversation and what I actually say in the room.
Skin in the game is the best teacher I've found.
Marcus Jimenez replied to a comment
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Dr. Patrick McAvoy Thanks, Patrick. The focus and skill development on signaling are great ones that I wish I had honed earlier in my career. But also something that is critical as a brand founder. Learning how to plant, cultivate, and grow it is key to winning today. Appreciate the chime in!
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Marcus Jimenez liked thisMarcus Jimenez liked thisChris Fleming reverence for Terry Gross runs deep. On this week’s Wild Card with Rachel Martin, he talks about growing up in "puritanical New England," and finding freedom on stage. Watch the full episode: https://n.pr/4lv42yO
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Marcus Jimenez reacted on thisWorth the read - I may be biased in that opinion because I enjoyed writing it.Marcus Jimenez reacted on thisThe outdoor market isn’t slowing. It’s shifting. The 2026 Outdoor Retail Sales Trends Report shows a clear reset in how consumers are spending. Higher prices and economic pressure are driving more selective purchases, but participation and long-term demand remain strong. What we’re seeing is a move toward value, versatility, and everyday use, not a step back from the outdoors. For brands and retailers, the opportunity is clear: align with how people are actually getting outside today, and meet them with the right product, at the right price. The report is currently available in the OIA member portal: 👉 https://bit.ly/4m7xL16 Non-members can download the Executive Summary for the high-level takeaways: 👉 https://bit.ly/4tnGw9y #OutdoorIndustry #RetailTrends #BusinessStrategy #OutdoorEconomy
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Marcus Jimenez reacted on thisMarcus Jimenez reacted on thisCalling all Black entrepreneurs! Famous Amos is now accepting applications for its 6th annual Ingredients for Success Awards. Three winners will each be awarded $50,000 and access to mentorship, educational resources, and networking opportunities. I'm proud to once again be one of the judges. I'm even prouder to see my father's legacy carried forward through the support of Black entrepreneurship. Applications now open at https://lnkd.in/gsXzgvmv
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Marcus Jimenez liked thisMarcus Jimenez liked thisI cannot believe I've been out of the 'corporate matrix' for a year and out of America for 6 months. I have so many stories to tell, but the shortest version of them all is: my nervous system is so happy. I haven't taken blood pressure medication in 6 months, after being on it for 12 years... and at my annual physical yesterday I pulled in a 126/85!!! Naturally, no meds at all. Major for someone diagnosed with hypertension at the age of 25 in the height of my NYC early career years (I blame Paul Barnett) hah. Admittedly, I have not done the best job of posting on LinkedIn during this time. I've been too busy sleeping in, fostering cats in Mexico (meet my foster FAIL 'baby floof' - name WIP below), volunteering at a local animal shelter, buying fresh flowers and growing my chaotic little TikTok (I'm up to 10K followers.. not bad for an elder Millennial). I'll be back with some more SWIPE BITES and fun/provocative thoughts soon like I used to post regularly. I'm by no means gone from the industry I love so dearly, just contributing behind the scenes on some very cool projects and making more time for LIVING LIFE. 💚
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Marcus Jimenez liked this1 ⚽️,⚽️⚽️⚽️ !!!Marcus Jimenez liked this
Experience & Education
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Sicario Studios
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Licenses & Certifications
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Data Monetization Strategy: Creating Value Through Data
MIT Sloan School of Management
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Member
YEC Next
Issued -
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Volunteer Experience
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Board Member
Conservation Lands Foundation
- Present 7 years 6 months
Environment
The mission of the Conservation Lands Foundation is to protect, restore and expand the national conservation lands through education, advocacy, and partnerships.
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Member Board of Directors
ADCOLOR Conference and Awards
- 10 years
Arts and Culture
Co-Creator of the AdColor Industry Conference, bringing together over 1K industry-leading ethnic professionals across the advertising, marketing, creative, media, and technology sectors and generating +$1MM in sponsorship revenue for the organization.
Honors & Awards
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Ranked 25th on Top 100 Fastest Growing Agencies
AgencyPost.com
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Best Event Marketing - Gold Peak Award
American Marketers Association (Colorado)
"Tuning In To Teens" Cultural Immersion / Corporate Workshop Event
Client: PepsiCo -
Best Market Research - Silver Peak Award
American Marketers Association (Colorado)
"Black America" Consumer Segmentation Report
Client: PepsiCo -
Most Valuable Partner
PepsiCo North America Beverages
Recognized by PepsiCo - Consumer Insights
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Change Agent Award
ADCOLOR® Industry Coalition
Recognized for the dedication to community, career & culture in promoting greater diversity & inclusion.
Languages
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Spanish
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Organizations
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Art Directors Club of Denver
Professional Member
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ADCOLOR® Industry Coalition
Corporate Board Member
- PresentMember since 2007
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