I started Lobo Media Marketing in 2018, leaving corporate marketing behind with a young family depending on me.
It was terrifying.
But something deeper kept pulling me forward…
A persistent sense that I was in the wrong place, building the wrong things.
The Past
You see, I’ve always been fascinated by how people think.
How they make decisions.
What makes them care deeply about some things while remaining indifferent to others.
I was born and raised in Ecuador, South America.
A third world country where life moved slowly, technology was behind the times compared to rich countries, and the feeling of survival was ever present.
Everything was just that much harder.
But community has always been a big part of latin culture and of my Taiwanese background.
In high school, I became the unofficial school counsellor.
Friends, and the friends of my friends would find me during recess, and share their school age troubles with me.
I’d listen (as much as high schooler can) and help them think through their problems.
My high school counsellor noticed this and worked with me to help others.
When it was time to graduate and go to university, she pushed me toward studying psychology.
So I did.
Learned about human behaviour, motivation, decision-making. Everything that has always fascinated me.
During my time there I met my partner Mikaila and after moving back to Ecuador, then returning to Canada, we settled in Orillia Ontario.
I started a little online business selling STEM toys for kids, and through that I learned that I knew nothing about business.
I encountered this bizarre term called “marketing” through my struggles of getting more clients and immediately felt my world change.
The Start
Marketing was this universe within the business world that was just as vast.
So many thing to learn and understand.
A giant puzzle that changed every day, and I just happen to love puzzles.
I learned how to build my own website, ads, socials, etc. and spent more time figuring out marketing than taking care of the business.
Eventually, people I knew started asking for my help in building their own website and marketing, and after they offered me a job on the spot.
From there I ended up corporate marketing.
I spent a few years doing that, but the corporate world revealed something unsettling to me.
Nobody seemed to care about people.
Not really.
We were always rushing. Trying to maximize revenue. Optimizing aesthetics.
There was never discussion about whether people would actually like what we were creating. Only whether it would make them more money.
This created a profound dissonance in me.
Human Marketing
For the longest time I couldn’t tell you why it bothered me so much.
The more marketing I did, the more I slowly uncovered what truly mattered to me.
I would take that back to my own projects and experiment until I found out what it was.
Every time marketing worked on me, it wasn’t because I optimized the right metric or figured out the right algorithm.
It was because they wanted to learn more.
They felt seen, understood. Pulled towards my work.
It was then that I realized that marketing was about understanding humans.
About helping people find solutions to their real problems. About creating connections that mattered.
About earning trust.
Over time, this concept started taking shape.
While everybody talked about tactics and metrics, I focused on a way of doing marketing that started with who people actually are and built everything from there.
I started calling it Human Marketing.
In 2018, I left corporate and started Lobo Media Marketing.
Not because I had it all figured out, but because I couldn’t keep doing it any other way.
That’s the work I’m doing today.
I wrote a manifesto, a call to arms for people that resonate with this style of marketing.
If this sounds exactly what you’ve been looking for, welcome to our little integrity corner of the internet.
Human Marketing: Growth for Values-Driven Companies
