At Day One Agency, Caylen led strategy and insights for Pacifico, Espolòn, and L.L.Bean, helping each brand connect cultural trends, consumer behaviors, and performance data to marketing strategies that felt relevant, authentic, and built for engagement.
As the strategic lead on Pacifico, he helped guide the brand's evolution from "Find Your Own Way" to its new "Choose Yellow" platform, shaping audience-first approaches across organic social, paid media, and consumer insights. His work helped drive some of Pacifico's strongest-performing social moments of 2025–26, including campaigns that delivered engagement rates 35%+ above the previous year average and contributed to the brand's continued follower growth and community engagement.
Role: Sr. Director, Strategy & Insights
Responsibilities: Brand Strategy, GTM Strategy, Audience Insights, Launches, Paid/Organic Social Strategy, Project Management, Consumer Journey, Management, Team Leadership.
Additional information available upon request.
Invited To The Holidays Since 1912’
Developed the social strategy for L.L.Bean's 2025 holiday campaign, helping bring over a century of brand heritage to life through nostalgic, community-driven storytelling. My role focused on translating the campaign brief into platform-native social moments that celebrated the traditions people have built with the brand over generations.
Choose Yellow
Helped shape Pacifico's current brand platform, "Choose Yellow,” translating consumer insights into a social-first strategy across organic, paid, and audience planning. I led strategic development across multiple work streams, ensuring the campaign showed up consistently while feeling native to each channel.
AMEX Platinum Refresh
Led social strategy for the relaunch of the AMEX Platinum Card, developing audience insights and platform-specific recommendations that helped introduce new benefits to a younger generation (Gen-Z/Millennial) of card members. The work connected a premium product story with social behaviors that felt relevant, engaging, and culturally current.