Victor Mercado

Principal

Ink
Fun


Victor is a deft communicator with more than 15 years of experience in marketing, strategic communications, and media relations. His areas of expertise include human-centered storytelling, leading creative teams, and managing public/private partnerships, honed through his work in leadership positions in higher education, K-12, and the non-profit sector. Victor is responsible for driving ILLUME’s marketing and communication efforts, delivering a world-class experience for utility clients, and leveraging the expertise of our team of social, data, and behavioral scientists to continually position the firm as a leader in energy consulting. Through his experience as director for a startup incubator of the U.S. Small Business Administration, Victor brings a keen ability to identify business challenges faced by decision-makers navigating complex environments. Victor is a leading voice in the Latinx community, he has presented at national conferences and panels, and has been interviewed in articles for the Associated Press, New York Times, and other outlets. He serves on the University of Arizona’s Hispanic Community Council, providing strategic input on matters of diversity and inclusion to UA President, Dr. Robert Robbins.