Driven by my vocation for good ideas, I’ve been working in the global and multicultural advertising industry for 18 years. Recognized as one of the most influential female voices, by Cannes Lions, my experience in North American, U.S.Hispanic and European markets, have led me to manage and lead integrated platforms and campaigns for global clients such as McDonald’s, Frito Lay, P&G, Sony PlayStation, Apple, KFC, Chevrolet, Levi's, Pizza Hut, Dunkin’, Masterfoods, Gillette, Goya Foods, Schweppes, State Farm, among others.
Leading with empathy, inspiration and purpose, I’ve worked with teams from all countries and backgrounds around the world. I truly love what I do and I’m a firm advocate for mentoring young creatives, especially, focusing on creating a more diverse and female-inclusive industry.
Winner of over 50 awards and jury member of several international Festivals, I'm still the same creative copywriter who gets excited by a simple headline.
WORK EXPERIENCE
I began my career as a copywriter at TBWA\SPAIN, where I gained significant knowledge and experience in international brands. My early years were focused on traditional advertising, learning how to navigate with the strategy team to find the perfect concept that leads to great storytelling across TV, radio, and print. This gave me the perfect foundation to work in digital, retail advertising, shopper marketing, consumer experience and innovation throughout my career. During those seven years, McDonald’s was my main account. Throughout this time, I was also selected to be part of an exclusive international team for Apple at Media Arts Lab in London. This opportunity greatly impacted my professional growth and opened my eyes to work abroad.
In 2012 I joined the Spanish agency CHINA Madrid as a creative director, where I achieved excellence for the agency with a positioning and growth strategy. My work helped secure important account wins for the agency, such as, LEVI’S International, Schweppes, Kentucky Fried Chicken, Shiseido, TOYS R US, Sitges International Film Festival, amongst others.
My first experience working for a multicultural agency in the U.S.A was in 2014, when I joined the Dieste team as creative director. The responsibility of my role changed my career path, giving me the ability to manage global and Hispanic campaigns for clients such as: GOYA Foods, Duracell, P&G Orgullosa, Gillette, The Wild Detectives and Florida International University.
During this time, I was selected by the Cannes Lions Festival to be part of its See it Be it Program in 2016, a tailored initiative aiming to accelerate the career progression of high-potential senior creative women and improve the ratio of female leaders in agency creative departments. A unique experience that put me in the spotlight of female creatives in the US.
My leadership as a Group Creative Director at The Marketing Arm, has led me to grow in my role as a creative manager. Giving me the opportunity to manage large groups of creatives working for several projects and different clients at the same time.
Returning to a general marketing agency made me realize there’s a lack of inclusion and diversity in advertising. As a Hispanic creative director, it’s important to help build and nurture more diverse creatives teams, followed by creating mindful and respectful messages for global brands.
EXPERTISE
Brand Advertising / TV / Content / Print / OOH / Radio / Identity / Campaigns / Communication Platforms / Consumer Engagement / Activations / Experiential / Video Production / Digital Advertising / Digital Innovation / Chatbots / Content Marketing / Facebook / Instagram / TikTok / Snapchat / Twitter / Pinterest / App Creation / Display Ads / Websites / Shopper Marketing / Visual Merchandising / Email Marketing / Retail Advertising / Point-of-Sale / Sweepstakes / Promotions / E-commerce / B2B / B2C