I’m a creative leader who builds teams and creative systems that help brands move faster without losing soul or craft.
Over the last decade+, I’ve led art direction, video, and brand storytelling across tech-enabled marketing. I’m a leader who loves to make. I enjoy figuring things out with the team and pushing work across the finish line when it gets complicated.
Today I lead Creative Services for North America and Latin America at Smartly where we help brands move from one-off campaigns to intelligent creative systems that improve performance and contribute to revenue growth.
My sweet spot is sitting at the intersection of brand + performance + production workflows: aligning stakeholders, designing the operating model, and launching work that scales across channels and markets.
What I’m known for
Turning complexity into clarity: structuring programs, defining workflows, and creating the conditions for teams to deliver their best work.
Raising the bar while staying practical: pairing talent thoughtfully, setting clear standards, and building accountability that’s supportive, not fear-based.
Customer-trusted leadership: showing up in the room with clients/partners and translating creative ambition into a plan teams can execute.
I was born in Bogotá, Colombia, into a family that nurtured my creativity and curiosity in the arts early on. Beyond work, I'm a passionate music listener, a committed conservationist, and a cat dad to Luci.