Gustavo Serrano, also known as El Cardenal, is a true believer in Santa Muerte. He uses the saint to try to make life better for people all across Mexico and Bolivia. He feels that the only way to instill loyalty is to improve the quality of life.
El Cardenal is one of the closest advisers of El Sueño, suggesting propaganda and philanthropy strategy, but also delivering sermons in Santa Blanca churches and on the radio. In charge of public image, he encourages El Sueño to hold charity events but also develop education and humanitarian NGO activities. He is the one who suggested that El Sueño write his own bible.