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We specialize in understanding human truths and how to turn those insights into actionable results. We aim to serve. To compel, to deliver improved customer experiences, to do social good work, to embrace diversity and ideas with transparency. We don’t just want clients. We want long term partners to grow together.


We operate in a variety of sectors for the common good: Education, Government Agencies, Non-Profits, Agriculture Bodies, Events and Entertainment Organizations, Food And Nutrition Departments


Strategar connects brands to communities by leveraging shared values between organizations and their audiences. We work side-by-side with our clients to deliver quality campaigns that build relationships and produce results. Here’s why it matters:


of companies that over-perform on revenue growth link everything they do to brand purpose (as opposed to only 31% of under performers).


of Gen Z believes companies must take action on social and environmental issues.


of Americans say they feel it is more important than ever that the companies they buy from reflect their values.

What We Do

Our focus is strategy and our passion is problem solving. We can partner with your internal team or existing ad agency – or bring you the complete solution.

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By nature we are problem solvers and love to ask questions. Our goal is to understand human truths that impact behaviors. It is our belief that strategy is the seed used in good communication planning and creative execution. Our services include market research, focus groups, discussion guide development, survey development, intercepts and analysis of all the findings.

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Engaging with consumers across online channels is important in today’s day and age where consumers rely on immediate information to determine if you have what they need, when they need it. Our turnkey media services are designed for you to connect with on-the-go customers.

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Market Research

Fully integrate qualitative and quantitative methodologies, delivering results with a strategic purpose. Our goal is to mine data and or consumer behavior that inform marketing decisions and how our client serve their customers.

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Our goal is to bring your strategy to life and ensure your creative assets are part of the story. We provide an array of services including copywriting, graphic design, photography and concept development. Our creative services will include development in English and Spanish.

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A strongly established brand can increase a business’ value by helping it connect with a specific community. We believe that every good brand story has a successful objective behind it. Our goal is to strengthen your image and make it the most relevant to your audience while ensuring it reflects its core values, where it came from and where its going.

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We help you define your online presence. We evaluate how your business is used by the community you serve. In some cases that may involve a website redo, to make your site more visible and friendly to your end customer and in others it may mean a stronger paid media strategy.

Companies that recognize their relationship to the world around them and act in its best interest are the companies that are outperforming in the market today and creating future-proof brands. We exist to help brands and organizations navigate the new purpose-driven economy because we know that doing good and doing well are not mutually exclusive.

Supplier Certifications

Woman and Minority-Owned Certified

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Certified as a Minority Business Enterprise and Small Business Enterprise by the Dallas/Fort Worth Minority Supplier Development Council according to the standards established by the National Minority Supplier Development Council and the Small Business Administration

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Certified as a Historically Underutilized Business (Hispanic, Woman-Owned) by the State of Texas and listed on the Texas Comptroller's Centralized Master Bidder's List



Our vigorous and diverse team of media natives boasts of deep brand level thinking, category defining creativity, voracious networking capabilities and legendary operational capabilities


Yareli Esteban

President/ CEO


Yareli is the Chief Brand Officer and CEO of Strategar. Prior to Strategar, she spent 17 years leading account management and insights teams for large brands including: Univision, Chevrolet, and Avocados From Mexico. Yareli is an alumnus of the Goldman Sachs’ 10,000 Small Business Cohort 15 taught through DCCCD. She is a proud Longhorn and holds a Bachelor’s in Business Administration with a concentration in Marketing from the University of Texas at Austin.


Dawn Albert

Creative Operations


“Dawn Albert is a Senior Project Manager for Strategar. With over a decade in advertising she has had the opportunity to work with Fortune 500 companies all over the world and acculturate their brands. During her work with diverse clientele she has worked on full lifecycle websites and Artificial Intelligence Software for NIH, merger of Continental and United Airlines rebranding to Olympic print campaigns, broadcast media, CRM and so much more. She received her degree in Graphic Design and Advertising from Sam Houston State University and PMP certificate from IIL/NYU.”


Dean Willis

Chief Operations Officer


Dean is the Chief Technologist and Operating Officer of Strategar.
Prior to Strategar, Dean spent 30 years in communications technology development and intellectual property consulting. He has worked with Sprint, MCI and Cisco Systems on projects in both the civilian and defense sectors. Dean earned Bachelor of Computer Science (minor in civil engineering) and Master of Computer Science (minor in industrial engineering) degrees from Texas A&M University at College Station.


Yanely Allen

Brand Account Supervisor


Prior to Strategar, Yanely spent the last 13 years in advertising and marketing and prior to that another 7 years in experiential marketing. With a Bachelor’s in Business Management and a Master’s in Internet Marketing, Yanely has worked for a number of government clients targeting the general and Hispanic markets for the Department of Homeland Security, US Customs and
Border Protection, Small Business Administration, Indian Health Service and the Federal Bureau of Investigation. When not working, she enjoys spending time with her family, flipping furniture, and hosting craft classes in her community.


Brandi Bortnem

Office Assistant


Brandi is an Office Assistant at Strategar. Her role is to support the team in administrative tasks, general organization and account receivables and payables. Prior to Strategar, Brandi worked in Treasury and Accounting for a Dallas based oil and gas company for 12+ years. Brandi, her husband and dog Riley, are foodies and enjoy travel. They recently returned from living in Central America for the past 3 years and enjoyed immersing themselves into Latin culture.


Briana Moore

Brand Account Coordinator


Briana Moore is a Brand Account Coordinator at Strategar. Her role is to assist in account management and brand stewardship. Before joining the Strategar team, she worked in the service industry both on the floor and at the corporate level as an intern. She attended Southern Methodist University and received her B.A. in Corporate Communication and Public Affairs. Briana loves to spend time with her dog Rex by the lake and go on hikes in Colorado.


Liliana Ramirez

Senior Strategist


Liliana is the Senior Strategist at Strategar. Prior to Strategar, Liliana crafted and executed research projects targeting diverse audiences for clients such as MillerCoors, Toyota, Mike’s Hard Lemonade, Rent-A-Center and State Farm Insurance. She has extensive expertise on the nuances of the U.S. Hispanic market and other diversity segments (Asian, LGBTQ & Millennials). She received an academic scholarship to attend MIT, where she studied at the Sloan School of Management.


Lina Trujillo

Brand Designer


Lina is a brand designer at Strategar. Her role is storytelling through creative and brand stewardship. Prior to Strategar, Lina spent 18 years developing her passion for design and was co-founder of a design firm in Colombia from 2003 to 2013 before moving to Dallas where she volunteered as a designer for the Aberg Center for Literacy, the Perot Museum and held an art director position at JCPenney. Lina holds a degree in graphic design from Universidad Pontificia Bolivariana in Colombia.


Jessica Patch

Senior Brand Designer

Jessica is a senior brand designer at Strategar. Prior to Strategar, Jessica began her career working as an art director in advertising after graduating from Pratt Institute of Art & Design in Brooklyn, New York. She then made the big decision to leave the agency to pursue personal projects, photography and freelance design while touring the country the last 10 years in support of her husband’s Coast Guard career. She enjoys being a mother and has now settled with her family in southern Virginia. Jessica has continued to work as a lead designer on brands including Levi’s, Crayola, J.P. Morgan Chase, AKCEA, Cordis & Marriott.


Rocio Yllarramendy

Production Artist

Rocio Yllarramendy is originally from Venezuela and is the Graphic Designer for Strategar. She has been a Graphic Designer for the past 14 years and what she likes the most is learning new design programs and keep evolving. She considers her strong points to be Branding and Web Design. In her free time Rocio enjoys taking courses, reading, and spending time at home with her family. She also has some passion for photography. Prior to Strategar she used to work for the world’s largest Art Dealer Company called Park West Gallery involving great artists such as Romero Britto, Michael Godard, Daniel Wall, Wyland among others.


Our news keeps you up to date with our work, activities and how we serve our clients and community.

July 19, 2021

5 Things Small Businesses Can Do to Stand Out

I emigrated from Mexico when I was just eight years old and didn’t even speak English. Now, over 3 decades later, I myself am a successful entrepreneur and active member of my community. My journey has given small businesses and their owners a special place in my heart. Currently, I’m on the Board of Directors […]

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July 19, 2021

Should marketers use the term LatinX? It depends.

In my line of work, I often am the expert when it comes to outreach to Hispanic audiences. Because of the variety of labels that can apply to Hispanic folks, I’m often asked which one to use and for who. The short answer is that it depends on the audience and context. Take a look […]

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June 28, 2021

Crafting Effective Response Communication

Guatama Buddha once said, “Do not learn how to react. Learn how to respond.” I’ve carried these words with me throughout my career, and they’ve served me well. Specifically, this sentiment is the foundation for the strategy I developed for brands and organizations to respond to what I call “national signal events".  A national signal [...]

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August 16, 2020

2020 Election PSA

We are excited to launch our celebration of the 19th Amendment which granted women in the U.S. the right to vote. As a woman-owned company, we are extremely proud to participate in the legacy of advancing all women. As a part of our celebration, we are developing a campaign to encourage women

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July 7, 2020

In this together.

It has been a few weeks since our last email that included what to do to flatten the curve. We have been in contact with many of you and the recurring theme is fear of what is to come and how we move forward once we overcome this COVID-19 pandemic. As you, we’ve been watching […]

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March 16, 2020

In the spirit of partnership during this uncertain time…

As many of you know, the COVID-19 virus has been designated as a global pandemic. Since day one, Strategar has been set-up to allow our team to work remotely. We have always had a flexible schedule with working from home as an option for everyone. All of our files and systems are on the cloud […]

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Customer Success is our Oxygen