Today we’d like to introduce you to Javier Ramirez
Hi Javier, we’d love for you to start by introducing yourself.
Austin was my first stop after leaving my hometown of Angleton, TX and I never looked back. I landed at UT and when I wasn’t at the PCL or $5 pitcher night at Shakespeare’s, I was trying to figure out what to do with my life – because asking me to choose a career path that didn’t let me do everything felt…impossible. Then I discovered advertising.
I became an Advertising major and the more I learned about it, the more I learned I *could* do everything or at least live these little lives inside different industries while still practicing what I love to do – creative problem solving. I took this and ran with it. While I should have been looking for internships at one of the incredible ad agencies in town, I went with a different approach.
My first internship at UT—and still one of the coolest experiences of my life—was a marketing role for the horror film FOUND FOOTAGE 3D, produced by Kim Henkel, one of the co-creators of the 1974 classic The Texas Chain Saw Massacre. As a lifelong film and horror fan, I was thrilled. I contributed to the marketing efforts from production through the film festival circuit and ultimately to its distribution—now streaming on Shudder! More importantly, this experience gave me my first real taste of film marketing and the art of building a brand.
Also during this time, I landed a Marketing and Promotions Internship at Empire Control Room and Garage, located off 7th and Red River, which jumpstarted my career in live events. The fast-paced thrill of promoting nightly shows and experiencing my first SXSW showcases was electrifying—an energy that continues to fuel my work today.
In my quest to experience those little lives, I took an unexpected turn after college—stepping away from entertainment to join the marketing team at Freebirds World Burrito. I may never have mastered the art of rolling a burrito, but I did learn the value of working for a company that embraces creativity. From crafting promotions like Exes for Extras—where customers deleted their ex’s number for free queso—to building ACL activations, I discovered how fun and impactful marketing could be. From that point on, having fun with my work became non-negotiable.
Even though Freebirds was a blast, entertainment was calling me back. Six years ago, I accepted a marketing position with the Paramount & State Theatres, where I now serve as the Director of Marketing for both venues, as well as the Paramount-produced Moontower Comedy Festival—now the largest comedy festival in North America. With over 500 events a year spanning live music, film, comedy, and beyond, this role has allowed me to connect with and create alongside so many incredible parts of the Austin community.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
There were definitely some bumps along the way. Living through the pandemic was tough, but working in the live events industry during that time was even tougher. However, I’m grateful to be part of these theatres, which quickly adapted—introducing alternative programming and stepping up to support other parts of the community that needed help. That resilience and creativity reinforced why I love this industry.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
As Director of Marketing, I plan and execute all paid marketing strategies for our live shows, as well as major events like the Moontower Comedy Festival and the Summer Classic Film Series—now entering its 51st year. From radio, print, and digital ads to social media, billboards, TV, PR, and email campaigns, I wear a lot of hats—and I love it.
What I’m most proud of is the impact I’ve made during my time here and how much of myself I see in my work, especially with Moontower. While I often shift brand voices when writing copy for different artists and films, Moontower is where I get to infuse my own personality. Watching the festival grow into a staple of the comedy scene has been incredibly rewarding, knowing my creativity has helped shape its identity.
I’m also the co-creator of the Paramount’s horror film series Panic at the Paramount, which runs every October and is quickly becoming a cult favorite among Austin film lovers. Now in its fourth year, it’s been a dream (or rather, a nightmare) collaborating with my equally horror-obsessed coworkers, filmmaker Robert Rodriguez, my friends at Hyperreal Film Club, and the legends at FANGORIA to bring it to life each year.
We’d be interested to hear your thoughts on luck and what role, if any, you feel it’s played for you?
I’m not sure I believe in luck. I tend to operate with the mindset that everything—good or bad—happens for a reason and is meant to guide me to where I’m supposed to be. So far, it’s worked out that way! But maybe I just got lucky.
Contact Info:
- Instagram: @yeeejavi
- LinkedIn: https://www.linkedin.com/in/javier-ramirez-0b8186ba/
