In this raw and compelling episode, host Monica Marquez sits down with the inspiring José Suaste, Chief Creative Officer at fluent360, to explore his incredible journey from a first-generation Mexican-American kid growing up in Dallas to one of the top creative leaders in multicultural advertising.
Born into a hardworking, blue-collar family, José’s story is one of grit, resilience, and unwavering ambition. From an early age, he was drawn to the world of art, but it was the life-changing experience of becoming a father in high school that lit a fire under him, transforming his creative passion into a powerful career.
José doesn’t shy away from sharing the raw and personal challenges he faced—from breaking into the ultra-competitive advertising industry to overcoming the doubts that often come with being the first in his family to pursue a creative career. He reveals how his cultural identity has been both a source of strength and a guiding force throughout his life. His journey is a testament to the power of relationships, perseverance, and staying true to who you are, even when the odds seem stacked against you.
If you’ve ever wondered how to push past self-doubt, balance personal responsibilities with professional dreams, or leverage your heritage as a superpower, José’s story will move and motivate you to keep striving for greatness.
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Highlights
The key moments in this episode are:
[00:00] Introduction to Beyond Barriers
[00:30] Investing in Relationships
[01:12] Meet José Suaste
[02:32] José's Early Life and Challenges
[03:04] Discovering a Passion for Art
[03:42] Becoming a Young Father
[04:34] Pursuing Higher Education
[05:36] Entering the Advertising World
[07:28] Support and Perseverance
[14:26] Strategic Career Building
[20:09] Reflecting on Career Beginnings
[22:09] The Importance of Relationships
[24:21] Handling Rejection and Learning from Failure
[26:46] Balancing Work and Personal Life
[31:33] Lightning Round Questions -
Lightning Round
Q: What book has greatly influenced you?
A: All the Pretty Horses by Cormac McCarthyQ: What is your favorite inspiring quote or saying?
A: Treat everyone like a gentleman. Not because they are, but because you are.Q: What is one word or moniker you would use to describe yourself?
A: Lightning.I want to be that spark everywhere I go. In any conversation, in any project, if you bring me in let's light this thing up.Q: What is one change you've implemented that made your life better?
A: Making sure that I made time for myself and my family.Q: What power song would you want playing as you walk out onto a stage?
A: Public Enemy Number One by Public EnemyQ: What do you want to your legacy to be?
A: I want to be remembered as someone who helped and nurtured others, someone who elevated people whenever possible whether through work or personal interaction. That's what matters most to me, and it's something I learned from my mom. She was that person for so many, and I hope to carry on that legacy. -
Quotes
I had to burn out midway through my career to realize that work isn’t everything—you have to make time for yourself
José Suaste
I didn’t just want a job; I wanted to stay in this creative world. I walked into my boss’s office and said, ‘I’m not leaving.
José Suaste
Not everything you create will be liked or accepted, but each rejection is an opportunity to learn and grow.
José Suaste
I couldn’t let my parents' sacrifices be for nothing. I had to push forward, not just for me, but for my family.
José Suaste
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About
José began his career as an intern at the renowned Hispanic agency Dieste Harmel & Partners in the summer of 1999. After earning a Bachelor’s degree in Communication Design from the University of North Texas in 2001, he became a Junior Art Director, focusing on Pepsi brands such as Mountain Dew and Wild Cherry Pepsi.
His unique background as the son of Mexican immigrants and a first-generation American has shaped a distinctive style in his work, allowing him to thrive in multicultural advertising. Over the years, he has garnered numerous awards for creating breakthrough campaigns for prominent brands, including Gatorade, Pepsi, Southwest Airlines, Nissan, Bud Light, Budweiser, and Frito Lay.
In 2012, José joined the multicultural agency iNSPIRE! as Lead Creative Director for Boost Mobile. Shortly after, he led a successful pitch for Tecate Light and Indio beer, which resulted in multiple awards for iNSPIRE in 2013 and 2014, including the Grand Prize at the 2012 ANA Multicultural Awards. In 2014, he took on the role of Head Conceptual Creative Director at Cultur8, where he further honed his expertise in the alcohol and spirits sector, working on Heineken.
In 2015, José launched Fury Fellowship, a collective of freelance creatives that collaborates on branding, social strategy, production, and identity design. That same year, he co-founded Tequila Honor, an ultra-premium tequila brand in partnership with Mexican superstar actress Kate Del Castillo.
In the summer of 2017, he was appointed Executive Creative Director at fluent360 in Chicago. With a core philosophy centered on collaboration, José thrives in team environments, drawing inspiration from music, culture, and meaningful human experiences to create cutting-edge advertising.
Since joining fluent360, he has played a crucial role in the agency’s growth, securing accounts with major clients such as Wells Fargo, the U.S. Army, Kaiser Permanente, The Michael J. Fox Foundation, Beam Suntory, and General Mills. In 2021, he was named Chief Creative Officer.