Driven by my passion for powerful ideas, I have devoted over 20 years to excelling in the advertising industry. My career spans diverse markets—from North America and the U.S. Hispanic to Europe—where I have managed and led integrated platforms and campaigns for renowned clients like Apple, FritoLay, McDonald’s, Chevrolet, Sony, and Goya Foods. I’ve had the privilege of working in top agencies such as TBWA, China, Dieste, The Marketing Arm, and, most recently, Creyentes/We Believers in the United States.
I lead with empathy, inspiration, and purpose, collaborating seamlessly with teams across countries and cultures. As a committed advocate for creative mentorship, I am passionate about fostering diversity and inclusion, with a particular focus on empowering women in the industry.
Recognized as one of the influential female voices in advertising, I’ve had the honor of serving as a mentor and speaker at Cannes Lions. With over 50 industry awards and numerous jury positions at international festivals, I remain dedicated to pushing the boundaries of creative excellence.
A lover of cultures and new adventures, I find joy in travel, often accompanied by my greatest creative project: my family.
WORK EXPERIENCE
I began my career as a copywriter at TBWA, 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. This opportunity greatly impacted my professional growth and opened my eyes to work abroad.
In 2012 I joined the Spanish agency CHINA 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, KFC, Shiseido, TOYS R US, Sitges International Film Festival, amongst others.
My first experience working for an 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, At&t, Duracell, P&G, Gillette, The Wild Detectives, Dunkin, Pizza Hut, PetSmart 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, 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.
In my most recent role, I’ve gained invaluable experience in launching an agency into the market. The renowned agency We Believers established Creyentes with the vision of providing top-tier creative services tailored to the multicultural market. For me, this has been both a challenge and an opportunity to deepen my understanding of the business side of the industry, including commercial strategy and high-level negotiations, significantly enhancing my professional profile.
EXPERTISE
Brand Advertising / TV / Content / Print / OOH / Radio / Identity / Campaigns / Communication Platforms / Consumer Engagement / Activations / Experiential / Video Production / Social / 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