Este started his career as Creative Vice President for Lowe. He conducted the branding programs for cities and countries in the Americas, including Panama and Belize.  He has experience of thirty years commanding all types of brands in North and South America, Europe, and Asia. He has worked in categories such as commercial, political, personal, and destination brands. In 2016, Este coined the term polimercial brands, refering to commercial products and services that need to position themselves on social and political issues. “Polimercial brands are the most challenging topic in the practice of contemporary marketing”. He is a permanent contributor to the New York Times. 