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With deep expertise in brand and creative, I lead teams that craft a unified experience across audiences & touchpoints.

I’m a Colombian–born, New York–raised strategic design leader who, for the past 15 years, has been bringing multidisciplinary teams together to create unified experiences across audiences and touch points.

Shaped by my cross-cultural journey and lived experiences, I’ve been connecting the dots between business goals, strategic direction, and design excellence across agencies, tech startups, and Fortune 500 innovation initiatives.

A few highlights:

  • Shaped the early design direction and marketing campaigns at luggage brand Away

  • Lead the product and marketing design teams at online art auction house Paddle8 (acquired by Auctionata)

  • Spearheaded the rebrand of social media management pioneer Hootsuite

About

Sense is a series C funded, AI climatetech startup, embedding software in electric smart meters to help consumers and utilities manage home and grid energy consumption in real time. As the first brand and creative leadership hire, I've been leading the evolution and elevation of the Sense brand and experience across all touch points in the US and internationally.

Currently

I've had the privilege to work with exciting brands and agencies. Here are a few:
Sense
Hootsuite (at Prophet)

Away
Prophet
Huge
Paddle8
Newell Brands

Coach

Google (at Huge)

The Bronx River Alliance

Hot Bread Kitchen
R/GA
Interbrand
Apartment One

Check out LinkedIn

Previously

I hold a BFA in graphic design and a Masters in Branding from the School of Visual Arts.

Education

Brand & Design Leadership

Building Practices

Brand Vision & Strategy

Value Proposition

Visual Identity

Verbal Identity & Brand Voice

Brand Personality & Narrative

Design Systems

Product Design

Creative Direction

Brand Marketing

Focus

FastCo Innovation by Design 2024 Awards (Finalist in the Home Category)

FastCo Innovation by Design 2023 Awards (Finalist in the Best Branding & Enduring Impact Categories)
Transform 2023 Awards (Best brand evolution-business & Best Use of Copy Style or Tone of Voice)

AIGA 2014 Fresh Blood V

Awards

Creator of Voices Heard; a personal project to humanize the conversation around immigration through stories of immigrants that came into the U.S.

On the side

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