Hugo Pérez is the engine behind Local Boy Co., a sharp, story-obsessed creative studio powered by strategy, guts, and a small team of content ninjas who know how to make brands feel like something.

He’s a full-stack marketer with a knack for clarity, a gift for narrative, and a proven track record of helping brands go from forgettable to yep, that’s really good. For more than two decades, Hugo’s been zigzagging through the worlds of advertising, higher ed, startups, nonprofits, and global brands — finding the thread that actually matters and pulling it until the whole story clicks.

Previously, as CMO at a global plant-based food disruptor, he lit a fire under the status quo with an omnichannel strategy that dared people to eat like it matters, championing whole veggies, real ingredients, and food that’s better for your body, your community, and the planet. Before that, he sharpened his teeth as a creative instigator inside some of the world’s top agencies, driving culture-cutting campaigns for brands like Starbucks, Taco Bell, Turtle Wax, Cricket Wireless, Allstate, MTV, Frito-Lay, and AT&T. He’s also been in the trenches with transformational teams at Mars, Incorporated and AstraZeneca Pharmaceuticals, helping shift legacy giants into new frontiers.

At Local Boy Co., Hugo leads with heart, hustle, and a healthy disregard for beige branding. Whether it’s a campaign, keynote, or brand refresh, he and his crew cut through the clutter with ideas that stick and language that lands.

Beyond the studio, Hugo’s also a mentor, speaker, educator, and soon-to-be author. His upcoming book, SPARKED: Rebellious Leadership Beyond the Ordinary, and the Local Boy newsletter, That Was Interesting, are built on the same belief: that a bold, honest story is still the most powerful tool we’ve got.

If you’re looking for someone who can find your message, sharpen it, and set it on fire (the good kind), you're in the right place.

Hugo Pérez
Founder & Chief Creative Strategist
hugo@localboycreative.com