I’m a creative leader who turns audience insights and business goals into creative direction and builds teams that bring it to life, without losing soul or craft.
Over the past 14 years, I’ve worked across art direction, video, and integrated campaigns for consumer brands and B2B SaaS businesses. I love finding the idea, figuring things out with a team, and staying close to the work as it takes shape.
Today, I’m Design Director at Front Row, leading 20 creatives across the US and Latin America, with four managers reporting to me. I help teams sharpen their concepts, connect creative decisions to brand goals, and bring Amazon launches to life for beauty and household brands including Glossier, OUAI and Scrub Daddy.
Previously, I led Creative Services across the Americas at Smartly, working with brands including Spotify, Uber, and The New York Times. Alongside developing and launching cross-channel paid media campaigns, we taught clients’ creative teams how to make Smartly’s Creative Suite part of their own process, using its automation and AI capabilities to create, adapt, and scale their own work.
What I’m known for
Turning complexity into clarity: connecting audience understanding and brand personality to ideas that work across channels and markets.
Leadership that helps people grow: developing managers, building confidence, and creating room for teams to challenge ideas and raise the quality of the work.
Building support for creative ideas: helping clients and partners understand the thinking behind the work, connect it to business priorities, and commit to a clear direction.
I was born in Bogotá, Colombia, into a family that nurtured my creativity and curiosity early on. Beyond work, I'm a passionate music listener, a committed conservationist, and a cat dad to Luci.