I'm drawn to the part of communication that happens before anything is made: understanding the problem, finding the idea, and working out how it will reach the people it's for.
Advertising taught me to work with global platforms, tight constraints, and different markets. Running KANE taught me the rest: client relationships, budgets, suppliers, teams, and the realities of a business.
Internal communications became my specialty, and Kellanova is the clearest example. When Mexico introduced warning labels on food packaging, employees needed to understand what was changing. We turned that internal education effort into Cerealistas, an ambassador program that Kellanova later adopted as a Global Best Practice. Writing for people inside a company, from the plant floor to the leadership team, taught me that a message has to be useful before it can be good.
It also means I speak both agency and corporate. I can brief creative teams, judge their work, and explain the decisions to a business in its own terms, which is why I'm effective on the client side as a brand or marketing manager.
PROFESSIONAL EXPERIENCE
Marketing Director, Sherlocked International BV
Amsterdam, Netherlands
Sherlocked is an award-winning immersive experience studio. It is best known for its escape rooms, but it also creates custom experiences for brands and museums and develops its own products. I led a four-person marketing team and rebuilt the marketing plan around a single brand narrative, so every product and channel told the same story. I led the go-to-market for Atlantis Protocol, a city game outside the studio's core escape rooms, from messaging and audience strategy to content, influencer collaborations, and partnerships. I also wrote, produced, and directed short-form video, ran Meta Ads, contributed to SEO, and created content for social media, the website, and newsletters.
Co-Founder & Creative Director, KANE Agency
Queretaro, Mexico (America & EMEA)
I co-founded KANE, a boutique brand and communications agency, and ran it for almost a decade. I directed the creative work, developed strategy, managed client relationships, and led a team of about 15 alongside a network of external specialists. We delivered 300+ projects across Latin America, the US, and Europe for clients ranging from startups to global corporations and public institutions, covering brand identity, creative strategy, campaigns, video, and events.
In later years, KANE specialized in internal communications. For Kellogg's, later Kellanova, we worked for more than seven years as an embedded partner to Corporate Affairs, Internal Communications, and other departments, creating employee engagement programs, video, events, and the communication of the company's brand transition. I also created the concept for a city tourism campaign, Quiero Querétaro, and supervised the agencies producing under it, and I worked with the IMSS, one of Latin America's largest public institutions, on health communication.
Senior Copywriter, Leo Burnett
Mexico City, Mexico
I worked on the Philip Morris International team, adapting the Chesterfield launch for Mexico and working on the launch of Marlboro's new packaging, in one of the most tightly regulated advertising categories. With limited media available, the work relied on specialized media, point-of-sale materials, BTL activations, and programs for PMI employees and product vendors. I also led a team of three designers across simultaneous projects.
Copywriter, BBDO Proximity
Mexico City, Mexico
I developed concepts, copy, digital campaigns, and creative pitches for international brands including Orbit, Gillette Venus, Mabe Prime Blend, Celebrity Cruises, and Azamara. The work centered on adapting global creative platforms to local and regional markets, including the transcreation of a regional Gillette Venus campaign across Latin America.
Editor-in-Chief, Donde Studio
Queretaro, Mexico
I led the editorial direction of a cinema magazine and an independent news website, working with film distributors, media partners, and the design team. I managed the content calendar and community, organized premieres and press events, and led a full visual rebrand. Readership grew 60% and digital engagement doubled.
PROFESSIONAL INITIATIVES
Rifados Podcast
Producer & Host
Rifados is Mexican slang for someone who is bold and successful. The podcast is long-form conversation with musicians, journalists, entrepreneurs, and creative leaders about their unusual routes to success. I created it and host it, and we produced it with a radio station, so it reached beyond streaming platforms. 30+ episodes.
FuckUp Nights Qro.
Creative Producer
FuckUp Nights is a global movement where people share stories of failure and resilience, because the road to success is full of mistakes. I created and produced the events in Queretaro: I set the format, contacted speakers and sponsors, and hosted. Companies also hired us to run private editions inside their organizations.
Insighters
Creator & Producer
A series of talks and meet-ups I created for the creative community in my city, with speakers from design, advertising, music, and media. Over about three years it brought together 1,200+ professionals.
National Council for Culture and Arts
Technical Jury Member
I served on the jury of Mexico's national program that funds artists and creators, run by the National Council for Culture and Arts. I reviewed more than 2,000 cultural projects and helped select those that received public funding.