About Us - Lead Wolf

We find what's actually costing you money. Then we fix it — and show you the proof.

Lead Wolf wasn’t named after the alpha at the front of the pack. It 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.

Eveline Gonzalez

CFO & Operations

From LA’s garment district to the forefront of digital marketing, Eve brings a lifetime of creative immersion to Lead Wolf. With a background that spans graphic design, marketing, and public relations, Eve’s vision is to blend aesthetics with effective storytelling, making every campaign with a unique style.

Oscar "Oz" Riveros

Founder & Lead Strategist

Oz reads a P&L, audits a PPC account, directs a commercial, designs a brand, and installs the system that ties them together. Most operators are creative or analytical. The work at Lead Wolf comes from being both.

He came up through corporate strategy, then through production — over a thousand commercial pieces filmed, edited, and deployed — and built Lead Wolf so the diagnosis and the fix could live in the same room. He works in English and Spanish.

Michael Soares

Writer & Director

Michael Kaleb Soares is a filmmaker and production specialist currently studying Television, Film, and New Media at San Diego State University. With experience across both professional and student productions, Michael brings technical discipline, efficient on-set workflow, and a strong understanding of visual storytelling. A frequent Lead Wolf collaborator since spring 2024, Michael has expanded his experience beyond production, developing a deeper understanding of direction, marketing, and the business side of the video and film industry. His recent short film adaptation of Edgar Allan Poe’s The Fall of the House of Usher earned praise at local festivals, winning Best Picture and securing a screening at the 2026 Screaming Room Film Festival at Midsummer Scream.

Hilary Soriano

Casting Producer

Hilary leverages her extensive experience in the movie production industry to bring a cinematic approach to casting. Her ability to source and secure the right talent ensures that each project’s vision is fully realized. From managing auditions to working on-set, Hilary’s professionalism and eye for detail make her an invaluable part of the team.

Eli Koehler

Videographer & Key Grip

Eli Koehler brings fresh vision and technical skill to Lead Wolf as a rising cinematographer and gaff grip. Known for his keen eye and adaptability, Eli combines creative intuition with hands-on expertise in lighting and camera work. Driven by a commitment to storytelling, he consistently delivers impactful visuals that elevate each project.

Jorge Moreno

Creative Producer

Jorge Moreno focus in marketing and creative direction within the food industry. Rooted in Mexico City and refined in San Diego, Jorge’s background in graphic design and passion for storytelling bring a dynamic edge to every project, blending cultural insight with visual impact.

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.

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.