Creative Director | Brand & Growth Leader | Copywriter
I’ve worked on both the agency side and in-house, so I know how different those worlds are. I’ve pitched big ideas, and I’ve also sat in the meetings where budgets, timelines, and performance metrics decide what actually moves forward. That balance has shaped how I approach the work.
I’ve led Spanish-language campaigns from early insight all the way to launch. For me, it’s never been about translating ads. It’s about understanding how people think, what they care about, and what earns their attention, building creative that supports real business goals.
Over the years, that’s meant helping brands sharpen their voice, streamline production internally, and raise the bar on what multicultural marketing can look like. In more than one case, the work ended up outperforming what was originally expected because it was rooted in real understanding, not assumptions.
At the end of the day, I care about work that feels honest, moves people to act, and builds long-term trust. When you truly understand your audience, performance isn’t an accident.
Every transfer has a story P2.
Every transfer has a story
This is the evolution of our campaign, to keep showcasing real stories of our customers, portraying the real way they speak with accent and words that are from their countries of origin
More than a transaction:
"More Than a Transaction" is a heartfelt campaign by Remitly that highlights the individuality of every customer. While most companies think all Hispanics are from Mexico, At Remitly, we recognize and celebrate your unique qualities, values, and the meaningful connections you maintain with loved ones and your own culture. We produced 10 spots for the Latin America market, 10 spots for the Mexico and Central America and 10 for the Philippine audiences.
Same concept. Different countries
The same concept of how each country has its own phrases. From Mexico to Philippines, one immigrant insight that is universal
I am here
This campaign plays on the universal truth that all immigrants face: We left. and we are here for the ones we left home. We crafted the same idea and targeted to 3 different audiences: LAC that speak English first, LAC that speaks Spanish first and PHL in Taglish
Sudándola (sweating the shirt)
This is the last TV spot shot in Mexico as an ode to all the immigrants that are working hard for the people they left back home.
“I did It”
Before I took on as a Creative Lead for AutoZone, the account was about to leave Havas. In Fact. Havas had already lost the account. My ex boss gave me 3 months to do something. Well… We kept the account at the agency for 2 and a half more year with never before seen results for the client. My ex boss left. The client Stayed.
First thing was understanding the client’s needs. Switch the strategy to empower consumers, instead of talking about ourselves. Then we developed simple, very hard working spots. Simple. Smart. Relevant. And Total Market.
6 seconds is enough.
When your clients use your name as a synonymous for solution, you get to do simple, fast, fun and effective spots. And also, in Spanish is pronounced AutoZón, with an accent.
This is how you do Multicultural.
Way more than just translating. Take an insight that is universal and execute.