At Strategic Market Services Inc. our motto is “Amat Victoria Curam” (translation: Victory Favors Preparation). We take pride in our philosophy and apply it to all aspects of our work and your campaign’s needs.

Carlton Soules, President

Carlton has been active in Republican politics for years, both advising campaigns and as an elected official. He was twice elected to San Antonio City Council, where he served a conservative district with a population of 140,000 and he was the Republican candidate in 2014 for the position of County Judge, in a county (Bexar) with a population of 1.8 million.

Prior to running for elected office, Carlton had a successful career representing  well known food and consumer package goods like Heinz, Unilever and Nestle. The company,  Luke Soules Inc. excelled in using consumer data and market analysis to find and exploit opportunities for clients throughout the state of Texas. Carlton helped grow this family business into a large regional company employing nearly a thousand employees.

Carlton brings a much needed business approach to campaign consulting.  He is focused on using advanced technology to target voters effectively, creating and delivering powerful messaging,  and making the most efficient use of limited campaign funds. Carlton and his team design strategies that are comprehensive and can realistically fit within a campaign's budget.

Carlton is a sixth generation Texan and native to San Antonio. In addition to his political endeavors, he been deeply involved in neighborhood leadership and has served on numerous city and civic boards, commissions, and committees for the past 20 years.

Ricardo Jimenez, Director of Campaign Intelligence

After graduating from the Republican National Committee Campaign Management College, Ricardo went on to run the Carlton Soules for Bexar County Judge campaign. Prior to this he served as the Chief of Policy for two different City of San Antonio, District 10 City Council representatives.  A few key projects that Ricardo oversaw included the Veteran Owned Small Business Program or VSOP, the first within the State of Texas, and the development of San Antonio’s Child Safety Zone Ordinance.

From June 2006 to 2009, Ricardo was the Vice President of Economic Development at the San Antonio Hispanic Chamber of Commerce. At the chamber he collaborated with AT&T, Boeing, Pfizer and other corporate partners to develop procurement opportunities for the chamber membership.  

Ricardo received his M.S. in Conflict & Dispute Resolution from the University of Oregon.  During his studies at the University of Oregon, The National Policy Consensus Center awarded Ricardo the Collaborative Governance Service Award for his work on the development of the 2011 Oregon Latino Agenda for Action, Legislative Agenda.  Ricardo received his B.S. in Business Administration from The Ohio State University.