About Lead Wolf
The wolf that reads the terrain before the pack moves.
Lead Wolf is a studio in Bird Rock, La Jolla. We find what’s costing a business money, then make the fix ourselves — film, ads, and AI, under one roof.
The name
Not the alpha at the front of the pack. The one who was never handed one.
Lead Wolf was named by someone who was never given a pack — so he built one. Oz Riveros spent years making other companies millions: strategy that shipped under other people’s names, campaigns that won awards on other people’s shelves.
Lead Wolf is where the work finally carries its own name. The wolf we mean is the one that reads the terrain before the pack moves. Diagnosis first. Always.
The founder
Oscar “Oz” Riveros
Founder & lead strategist
Oz has worked every seat in a growth plan — strategy, creative direction, production, paid ads, sales, and operations — for restaurants, hotels, med spas, gyms, and product brands. He talks shop at every level of a business: the owner’s P&L, the marketing plan, the sales floor, the back office.
Every engagement starts with an audit. He puts the whole business on one page — an alignment diagram of the customer journey, the systems behind it, and where the money leaks — so the owner and the team are finally looking at the same picture. Then he builds the strategy back from the business goal and stays accountable for the numbers after it.
Most operators are creative or analytical. The work at Lead Wolf comes from being both.
Experience
What he brings to a business.
Purpose
Why the business exists and who it’s for, in words the whole team can repeat. Oz runs the workshops that get it there.
Clarity
An audit of the whole business, drawn as one alignment diagram — the customer journey, the tools, the leaks — with a ranked list of what to fix first.
Persona
Who actually buys, why, and what stops them, so every ad, page, and sales script speaks to one real person.
Assets
Film, photos, pages, and ads made in our own studio, each with a job to do in the customer journey.
Technical
The plumbing behind the marketing and the operations: tracking, CRM, automations, and AI workflows, set up so the numbers can be trusted.
Results
Every recommendation ties back to a goal you can measure — calls, bookings, revenue, margin — and you see it monthly, in plain English.
How we work
Look first. Make it here. Answer for it.
01
Look first
I diagnose the business before anything gets built — the offer, the message, the tracking, the whole customer journey. Not just the ads.
02
Make it here
The same crew that found the problem builds the fix — film, campaigns, systems — in our own studio. No vendors, no hand-offs.
03
Answer for it
From the diagnosis to the monthly numbers, you deal with the person who did the work. No finger-pointing.
Most owners don't need another vendor. They need someone who'll tell them the truth about what's working, what's wasted, and who's accountable for it.
The crew
In-house, by design.
No outsourced pack. These are the people on your shoot, in your ad account, and on your reports.
Eve Gonzalez
CFO & co-founder
Runs the money and the operations. Background in graphic design, marketing, and PR, starting in LA’s garment district.
Michael Soares
Writer & director
Writes and directs. Film and TV training at San Diego State, plus the production and business side of the work.
Eli Koehler
Videographer & key grip
Camera and lights. Cinematographer and key grip on Lead Wolf shoots.
Emily Holmes
Set designer
Builds the set: props, dressing, the look of the room.
Hilary Soriano
Casting producer
Casting. Brings film-industry experience to finding and securing the right talent, from auditions to on-set.
Jorge Moreno
Creative producer
Marketing and creative direction for food brands. Graphic design background, rooted in Mexico City and San Diego.
The studio
One roof in Bird Rock.
Workshops, audits, shoots, edits, and the monthly review of your numbers — all in one building in La Jolla. Come see it.
Where
Bird Rock, La Jolla
Visits
By appointment
You meet
The people doing the work
Who we work with
Owners already spending on their business who want to see clearly.
Hospitality, med spa and healthcare, supplements and product brands, local service businesses. Founder- and operator-led companies in San Diego.
Hablamos español
El diagnóstico, la llamada y los hallazgos — en español si lo prefieres.
Questions
Straight answers.
What are you — an agency?
No. We're a marketing diagnostics studio — one of the few operations in San Diego that diagnoses, produces, deploys, and proves under one roof. Most shops do one slice of that and hand you off for the rest. We don't hand you off.
Why Lead Wolf?
Most owners don't need another vendor. They need someone who can tell them the truth about what's working, what's wasted, and who's accountable for it. That's why Lead Wolf exists.
I diagnose the business before anything gets built — the offer, the message, the tracking, the whole customer journey, not just the ads. Then the same team that found the problem builds the fix: creative, campaigns, systems, under one roof. One person accountable from the diagnosis to the numbers. No hand-offs. No finger-pointing.
What does “Lead Wolf” mean?
It's not the alpha at the front of the pack. Lead Wolf was named by someone who was never handed a pack, so he built one. The wolf we mean is the one that reads the terrain before the pack moves — diagnosis before action, every time.
Who is behind Lead Wolf?
Oz Riveros founded and runs it. He reads a P&L, audits a PPC account, directs a commercial, and installs the systems that tie them together — the diagnosis and the fix in the same room. Behind him is a small in-house crew of filmmakers, strategists, and producers who build the work. No outsourced pack.
What industries do you specialize in?
Hospitality, med spa and healthcare, supplements and DTC brands, and local service businesses — founder- and operator-led companies already investing in their business that want to see clearly. We work in English and Spanish, a rarity in San Diego's market.
The next step
Stop guessing. Start seeing.
45 minutes, free for qualified businesses. You leave with three things to fix, in writing. If we can’t find anything worth fixing, we’ll say so.
45′ · three things to fix