I develop brand and communication strategies for companies navigating complexity; from internal transformation to new markets and regulated environments.
My approach combines strategic thinking with creative direction, connecting structure and storytelling to turn business objectives into clear, effective communication.
I’ve worked across global brands, startups, and public institutions, leading multidisciplinary teams and collaborating with senior stakeholders to deliver communication strategies at scale.
In recent years, my focus has been on internal communication and brand development, helping organizations align leadership, culture, and messaging to build consistent, meaningful brand experiences from the inside out.
I’m driven by making ideas clear, relevant, and impactful — creating work that connects people, teams, and brands, and delivers real impact beyond the brief.
PROFESSIONAL EXPERIENCE
Strategic Marketing Lead, Sherlocked
Amsterdam, Netherlands
Sherlocked is an Amsterdam-based immersive experience design studio, recognized for its award-winning escape rooms and custom experiences developed for cultural institutions, museums, and global brands. I'm responsible for guiding the marketing team in building and implementing a strategy to grow the client base, identify new promotional channels, and support the launch of new products and services. I develop social media content, restructured the company's marketing strategy and promotional activities, and work alongside digital, game design, and operations teams to ensure communication is always aligned with the brand.
Head of Strategy & Agency Partner, KANE Agency
Queretaro, Mexico (LATAM / US / Europe)
I built KANE into a recognized creative agency known for effective communication, advertising, and branding strategies. I led and coordinated different departments, suppliers, and vendors to ensure projects met their objectives on time and on brief. A significant part of our work was with Kellanova (formerly Kellogg's), where we handled a large number of internal communication projects; giving me deep familiarity with the challenges and opportunities of corporate-level work: transcreating strategies for local markets, and developing new employee engagement programs. We also produced video, brand events, and promotional materials. Highlights include Cerealistas, recognized as a Best Practice by Kellanova, and Quiero Querétaro, a tourism campaign for the Ministry of Tourism.
Senior Copywriter, Leo Burnett
Mexico City, Mexico
My team was dedicated to Philip Morris International, specifically I worked on the launch of Chesterfield in Mexico and the rebranding of Marlboro with its new packaging. Tobacco is one of the most heavily regulated industries, so creativity was the key to navigating the strict constraints on communication strategy. I developed promotional materials, point-of-sale assets, advertising for specialized media, BTL activations, and employee engagement strategies for both PMI Mexico staff and product vendors.
Copywriter, BBDO Proximity
Mexico City, Mexico
Proximity was BBDO's digital arm, so our main focus was developing digital strategies for national and global brands, aligned with the overarching creative concepts. Together with my team, I developed creative pitches, advertising materials, supervised media production, and built strategies for well-known brands including Wrigley's Orbit, Gillette Venus, Celebrity Cruises, and GE.
Editor-in-Chief, Donde Studio
Queretaro, Mexico
Led editorial strategy for a cinema magazine and an independent digital news platform. I managed relationships with film distributors, organized premieres and press events, and oversaw the full content operation; from editorial calendar to community management. Together with the design team, we created promotional materials for the magazine and led a full visual rebrand.
PROFESSIONAL INITIATIVES
Rifados Podcast
Producer & Host
Long-form interviews with innovators, entrepreneurs, and creative leaders; going deep into their stories to share real leadership journeys with our audience. The project grew significantly when we partnered with a radio station, reaching audiences well beyond digital platforms.
FuckUp Nights Qro.
Creative Producer
A recurring event bringing together recognized leaders and entrepreneurs to share their stories of failure; a reminder that the road to success is never a straight line. We created specialized editions tailored to specific audiences: Family Businesses, Filmmakers, Women's Edition, and more. Our regulars included entrepreneurs, politicians, and business leaders. We also produced private editions for brands and partnered with companies and educational institutions.
Insighters
Creator & Producer
To develop the creative community in my city, I created this series of conferences and meet-ups featuring recognized figures from creativity, advertising, and marketing. The editorial director of Vice, a viral meme creator, a fashion designer, an award-winning rapper; all sharing their paths to success. These weren't networking events. They were events built for inspiration and community.
National Council for Culture and Arts
Technical Jury Member
As part of the jury for Mexico's national PECDA program supporting emerging and established artists, I reviewed 2,000+ cultural and creative projects across visual arts, urban art, audience development, and multimedia; selecting those whose creators would receive government grants to continue developing their work.