Next-Generation Marketing for Pet Brands

Next-Generation Marketing for Pet Brands

Next-Generation Marketing for Pet BrandsNext-Generation Marketing for Pet BrandsNext-Generation Marketing for Pet Brands

About Us


Lugo MediaWorks is a next-generation smart agency specialized in the pet industry. We create integrated marketing and media solutions that drive sales. We hone your message, broaden your reach, and connect your brand with your target at scale to grow your market share. We are digital-native storytellers, data-driven strategists, and growth-hacking marketers—who share an obsession with customer acquisition.


We know that shoppers are inundated with choices on the web and at the shelves. We understand that consumer trust in brands is at an all-time low. Today's customers are savvier than never. They research brands and products before buying online and at stores. They choose to ignore brands’ claims and ads. Instead, they look at brand experiences of peers, rely on reviews from fellow pet owners, and recommendations from those who influence their opinion on a daily-basis. Consumers are already talking about your brand, join the conversation with Lugo Media Works to break purchase barriers.


At Lugo Media Works we specialize on what drives pet owners to buy. We articulate the social benefits Millenials are looking for. We highlight the quality Baby Boomers demand. We have mastered the demographic and psychographic profiles of pet owners. We are highly skilled in connecting pet brands to their ideal buyers. We are easily able to reconcile that dogs are found in more American homes, but cats outnumber them, while freshwater fish are the most popular type of household animal. Our expertise in the industry ensures that your brand never misses the target. Are we passionate about pets? Oh, yeah, that’s a given.

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Data-Driven Strategies | Turnkey Activations | Measurable Results

Our integrated marketing and media solutions are designed to build brand equity and drive sales.

Content Creation 

Create to connect.

Digital Marketing

Leverage digital to grow sales.

Public Relations

Bring your brand to life.

Consulting & Training

Collaborate and learn.

Ad-hoc Projects

The right fit for your brand.


Localization in Spanish and Portuguese available.





"A passion for excellence, bolstered by a can-do attitude. Rose led content quality control initiatives and established editorial processes. These included the creation of an editorial calendar, the production of English & Spanish language content, and the implementation of SEO best practices, which yielded significant growth." 

-Dave Rogers, VP Digital - Cesar'sWay


"The Millan brand had plenty to bark about. The number of users jumped from 2.2 million to 3.1 million, and average site visits increased from 95 seconds to 138 seconds."

-Dave Port, Reporter - Entrepreneur Magazine


 Specialized in pet industry marketing, Rose Lugo boasts 20 years of experience in media. A storyteller at heart, she creates engaging content for leading pet brands, e.g., Heartgard, Frontline, and Vetericyn. She also helps winning consumer brands like Best Western and Subaru build emotional connections with pet owners. A consummate publicist, Rose has earned news media placements in outlets like The New York Times, The L.A. Times, Miami Herald, L.A. Weekly, Hollywood Reporter, Variety, ABC, CBS, NBC, FOX, CNN, MSNBC, Associated Press, Reuters, EFE, Univision, Telemundo, La Opinion, and more.

Rose served during a few years as Managing Editor and Content Strategist for the media holdings of world-famous dog-behaviorist, Cesar Millan, best known for the National Geographic television series, The Dog Whisperer. In addition, Rose developed her storytelling, content creation, and marketing skills at media corporations like Globo, FOX Latin America, Marketwire, CNN en Español, and VIX. 

Rose Lugo’s impressive career in media has taken her from Brazil, to Los Angeles, and now Miami, where she enjoys the multicultural vibe and all year long sunny weather. Rose is herself fluent in English, Spanish, and Portuguese. She earned a bachelor’s degree in journalism at renowned UFRN in Brazil; conducted graduate studies in television and film at California State University of Los Angeles; and holds a doctoral degree in education, with specialization in media literacy, from Loyola Marymount University in Los Angeles, California.

Rose has a passion for media education and dedicates her scholarship to the empowerment of media consumers. When she is not busy with media, Rose enjoys spending time with husband Tony and their beloved pack—Minimmas, Maximmus II, and Mel.

Rose Lugo, CEO - Lugo Media Works

Rose Lugo, CEO - Lugo Media Works

Rose is looking forward to help move the sales needle for your pet brand.

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Let's Work Together!