WORK EXPERIENCE
GROUP CREATIVE DIRECTOR - CREYENTES/WE BELIEVERS
2023- PRESENT
• Played a central role in establishing Creyentes in the U.S. through multi-channel campaigns (TV, radio, social media, digital, retail), enhancing brand visibility and driving authentic customer engagement.
• Led creative development, achieving measurable increases in client brand awareness and connection.
• Led creative development, achieving measurable increases in client brand awareness and connection.
• P&G, Swiffer PowerMop, FritoLay, Cheetos.
REGIONAL CO-LEADER - CREATIVE CIRCLE USH
2023- PRESENT
• Organize seminars and events for the Hispanic advertising community, fostering collaboration. Identify and mentor new Latino talent, providing growth opportunities. Advocate for greater representation and inclusion, and collaborate with industry leaders to highlight Latino contributions in advertising.
MENTOR & COACH
2022- PRESENT
• Cannes Lions Festival, The One Club for Creativity, The Invisible Creatives… Guided and empowered creatives to reach their full potential, fueling growth and success in their creative journeys.
GROUP CREATIVE DIRECTOR - THE MARKETING ARM, DALLAS. U.S.A.
2021- 2022
• Directed teams of 20+ in 360° campaigns for FritoLay, Lululemon, State Farm, and Absolut Vodka across TV, social media, retail, B2B, and experiential platforms, enhancing brand storytelling and engagement.
• Led customer experiences, including product launches, in collaboration with executive teams.
• Frito Lay: SmartFood, SunChips, PopCorners, Cheetos, State Farm, Lululemon.
CREATIVE DIRECTOR - DIESTE INC., DALLAS. U.S.A.
2014 - 2021
• Built and elevated Goya Foods’ brand for the U.S. total market, leading multi-million-dollar campaigns and driving multicultural audience engagement.
• Directed digital and brand strategies for clients like P&G, AT&T, and Dunkin', boosting brand transformation and engagement.
• Led new business development, expanding client portfolio and fostering a collaborative creative culture.
• Directed digital and brand strategies for clients like P&G, AT&T, and Dunkin', boosting brand transformation and engagement.
• Led new business development, expanding client portfolio and fostering a collaborative creative culture.
• Goya Foods, Procter & Gamble, Dunkin’, Pizza Hut, Duracell, AT&T, HBO, Florida International University, The Wild Detectives, NTARUPT, Gillette.
COHORT SEE IT BE IT PROGRAM - CANNES LIONS FESTIVAL, FRANCE.
2016 JUNE
CREATIVE DIRECTOR - CHINA MADRID, SPAIN.
2012 - 2014
• Led team efforts to secure 8 new accounts in 2 years, driving growth with clients like LEVI'S, Schweppes, and KFC through high-impact campaigns.
• Positioned the agency as an innovator in marketing strategy and execution.
• Positioned the agency as an innovator in marketing strategy and execution.
• KFC, Levi's Worldwide, Schweppes, Shiseido, Mó eyewear, Nars, Ono, Evo bank, Toys'r us, Sitges International Film Festival, Ambilamp Europe, Volotea.
SENIOR CREATIVE COPYWRITER - TBWA/MADRID, SPAIN.
2005 - 2012
• Directed impactful relevant campaigns for international accounts like McDonald’s, PlayStation, Chevrolet, and Haagen-Dazs, spanning TV, radio, digital, and experiential media.
• Joined Apple’s International Team at Media Arts Lab in London, contributing to global storytelling strategies and deepening expertise in brand innovation.
• McDonald’s, Playstation, Apple, Absolut Vodka, Häaguen Dazs, Michelín, Chevrolet, Whiskas, Pedigree, Twix, Canon, Dirección General de Tráfico.
SPEAKER
Dynamic speaker, inspiring audiences through captivating speaking engagements, sharing insights and strategies to ignite creativity and driving industry innovation.
Leading the change forward - CANNES LIONS FESTIVAL 2024, FRANCE.
Thanks, Antimentor - EL DORADO 2024, COLOMBIA.
Paving the path to Cannes - CREATIVE CIRCLE 2023, U.S.A.
Women on the way to Cannes - CREATIVE CIRCLE 2023, U.S.A.
International Women's Day - U.S.H CREATIVE CIRCLE 2021, U.S.A.
Leading from the inside out - CANNES LIONS FESTIVAL 2018, NYC EDITION. U.S.A
Heroines instead of Heroes - WOMEN GALORE FESTIVAL 2019, DALLAS. U.S.A.
Be Creative - GALLOWAY ELEMENTARY SCHOOL 2016, DALLAS. U.S.A.
Communication Week - EUROPEAN UNIVERSITY OF MADRID 2014, SPAIN.JURY EXPERIENCE
2024 OCT. JURY MEMBER- FESTIVAL EL DORADO. COLOMBIA.
2024 SEP. JURY MEMBER PREMIOS LA VARA- DOMINICAN REPUBLIC.
2024, 2023, 2022, 2020 FEB. JURY MEMBER- CANNES LIONS SIBI. FRANCE.
2024, 2021, 2018 MAY. JURY MEMBER- EL SOL FESTIVAL, SPAIN.
2024 MAY. JURY MEMBER- RADIO MERCURY AWARDS, U.S.A.
2023, 2020 MAR. JURY MEMBER- NEW YORK FESTIVAL. U.S.A.
2024, 2022, 2019 SEP. JURY MEMBER- FEPI, ARGENTINA.
2018 SEP. JURY MEMBER- EL CÓNDOR, FESTIVAL DE ECUADOR.
2017 NOV. JURY MEMBER- EL OJO DE IBEROAMÉRICA, ARGENTINA.
2016 NOV. JURY MEMBER- USH IDEA AWARDS, U.S.A.
TEACHING EXPERIENCE
Inspiring and guiding students, nurturing their unique perspectives, and empowering them to think outside the box to solve problems and create innovative solutions.
2012 - 2014
Adjunct professor at European University of Madrid. Advertising & Public Relations.
2006 - 2014
Associated Professor at Zink Project! College of Communication, Art and Design.
EDUCATION
2021
Mentor Certificated
Red de Mentores de España. Madrid, Spain.
2004
Master in creativity Zink Project!
College of Communication Art and Design. Madrid, Spain.
1999-2004
Advertising & Public Relations in University Complutense of Madrid. Facultad de
Ciencias de la Información. Madrid, Spain.
AWARDS & HONORS
CANNES LIONS FESTIVAL • FACEBOOK AWARD • ONE SHOW • EL SOL
EL OJO DE IBEROAMÉRICA • WEBBY AWARDS • U.S.H AWARDS • FIAP
WAVE FESTIVAL RIO • EL DORADO • CLUB DE CREATIVOS • LAUS
EL CHUPETE • PREMIO ONDAS • PREMIO ANUNCIOS • THE BEST OF METRO
STRENGTHS
Strategic capacity and creative experience in international brands for global markets.
SKILLS
SPANISH NATIVE
CONFIDENT & EFFICIENT
ADOBE CREATIVE SUITE
CREATIVE LEADERSHIP
BRAND POSITIONING & STORYTELLING
INTEGRATED CAMPAIGN MANAGEMENT
CROSS-FUNCTIONAL COLLABORATION
CONSUMER INSIGHTS & MARKET TRENDS
BUDGET MANAGEMENT
MENTORSHIP & TALENT DEVELOPMENT
DATA-DRIVEN DECISION MAKING
AGENCY & PARTNER COLLABORATION
ADAPTABILITY & STRATEGIC AGILITY
PUBLIC SPEAKING
TRAVELER
BASKETBALL PLAYER