From San Marcos to global retail leadership, TXST alumnus builds a career beyond borders

For Jon David “J.D.” Perez, a part-time job at the San Marcos outlet mall was just a way to pay for college. More than two decades later, that same job has taken him across the United States and Latin America, where he leads retail operations for some of the world's most recognized fashion brands.

Today, Perez (‘05), a TXST alumnus, serves as senior director of direct-to-consumer (DTC) and digital at Lacoste Mexico, overseeing retail operations, digital strategy and business expansion throughout the country.

Perez was born in Austin and raised in San Marcos. He graduated from San Marcos High School in 2000 and considered attending other universities, but a visit to Texas State convinced him to stay close to home.

"Texas State just felt like home," Perez said.

As a first-generation college student raised in a single-parent household, Perez worked throughout college to support himself. He began working at HUGO BOSS in the San Marcos outlet mall in 2001 while double majoring in computer information systems and management.

He also completed coursework toward a Latin American business certificate, an opportunity that would later prove valuable in his career, and the Export Fellows Program, offered by the Institute for Global Business in partnership with the U.S. Department of Commerce.

Perez was deeply involved in campus life. He served as president of Lambda Theta Phi Latin Fraternity Inc. and vice president of the Multicultural Greek Council (MGC). Through his fraternity, he helped organize a Latin MGC showcase that still runs today and an annual breakfast—sponsored by a local restaurant—that recognizes university custodial staff during Hispanic Heritage Month.

Building an International Career

After graduation, Perez pursued a career in technology, working as a programmer at Accenture and later developing websites for nonprofit organizations. But he continued working part-time at Hugo Boss, where his career aspirations began shifting. When his store manager left, Perez was offered the opportunity to step into the role. He initially hesitated, knowing he wanted to build a career beyond a single store.

"I really want your job," he remembered telling his regional manager.

That ambition eventually led him from store manager to regional manager, overseeing approximately 10 Hugo Boss locations across the central United States.

Working with customers from around the world at the San Marcos outlet mall opened Perez’s eyes to international business, particularly the influence of Latin American markets on the retail industry.

When a company executive later asked about his long-term career goals, Perez said he wanted to work in Mexico.

“My heart one day says Latin America,” he recalls from the conversation. “I don't know why I've never been. A lot of the clients would come from Latin America and would shop with us, and they're just so warm and respectful, and there was a culture that I had never really experienced.”

As it turned out, the company already had a leadership opportunity in Mexico in mind for him.

He was promoted to oversee HUGO BOSS Mexico, taking responsibility for the country's retail operations, merchandising, buying, and planning. He helped expand the brand's retail presence and strengthen its market position.

In 2019, Texas State recognized Perez with its Distinguished Alumni Rising Star Under 40 Award, an honor he considers one of the highlights of his career.

Perez also served on McCoy College’s Institute for Global Business Advisory Board, helping create internship opportunities in Mexico, while supporting his local community through school supply drives and adopting an orphanage foundation, Fundación Familiar Orphanage.

During the COVID-19 pandemic, Perez returned to the United States to oversee HUGO BOSS operations across the country's central and southern regions.

After more than two decades with HUGO BOSS, Perez joined Lacoste in 2025, returning to Mexico City to lead the brand's DTC and digital business.

For Perez, the most rewarding part of his work goes beyond business growth.

"What I love the most about my job is changing people's lives," he said.

Having started his own career on the sales floor, Perez understands the importance of investing in employees and creating opportunities for professional advancement. He takes pride in seeing former team members grow into management and executive positions.

"If we lose focus on who our people are and where we come from, we lose focus on the brand, and we lose focus on the business," he said.

Staying Connected to Texas State

Despite building an international career, Perez has remained closely connected to Texas State and McCoy College.

He currently serves on the executive committee of the Texas State University Development Foundation Board, helping connect alumni with the university. He also regularly returns to campus to share his experience in global retail and business with students.

He recently participated in McCoy Unplugged, a series of alumni panels held during Texas State's 2026 Homecoming celebration, where he discussed career detours, defining moments, and the career shifts and opportunities that brought him to where he is today.

Perez also helped organize suit-fitting workshops through McCoy College’s Student Success Center, teaching students how to dress professionally and prepare for interviews.

His commitment to Texas State also extends internationally. One of his proudest moments as an alumnus was attending the ribbon-cutting ceremony for the university's campus in Querétaro, Mexico, where he witnessed Texas State's expanding international presence firsthand.

“It just says wonders about the education we offer,” he said.

As Texas State continues to grow, Perez hopes more alumni will find ways to support the next generation of students, whether through mentorship, scholarships, or other opportunities to give back.

From working at the San Marcos outlet mall to leading retail operations in Mexico City, Perez has built a career around taking on new opportunities and helping others grow along the way.

And while his career has taken him far beyond San Marcos, his connection to Texas State remains a constant.

"The best is yet to come," he said. ✯