I’m a social-first thinker but I am also media-agnostic. Idea is king. Platform comes second.
Originally from Barcelona and now based in Miami (14 years and counting), I currently lead Creative Content and Digital at an ad agency where I get to build ideas that live in culture, not just in campaigns.
I care about turning strategy into digital-first ideas rooted in audience behavior and cultural relevance. I connect the dots between daily content and big campaign moments so the work feels cohesive. From the first thought to the final execution, I stay hands-on by shaping concepts, refining narratives, and pushing the craft. I’m concept-driven and idea-obsessed. I push for brave thinking, unexpected angles, and work that earns attention.
My work has been recognized at some of the industry’s top awards, but what I’m most proud of is building brands (and teams) that create real cultural and business impact.
I’m bilingual (Spanish/English), which means I think in two languages and sometimes dream in both. It’s also given me a broader lens on culture and a sharper instinct for stories that connect.
RESUME
Lead the development and execution of cohesive, social-first creative strategies that drive brand growth and cultural relevance. Oversee and mentor a 15-person team of digital and social creatives, building a high-performing environment rooted in craft, curiosity, and accountability.
Own creative output across channels — from always-on social and digital ecosystems to integrated campaign launches — ensuring consistency, clarity, and impact at every touchpoint.
Drive innovation through smart experimentation, platform fluency, and a deep understanding of evolving audience behavior and industry trends. Maintain a strong aesthetic vision while balancing creative ambition with operational discipline and performance goals.
Serve as AOS (Agency of Record) creative lead for brands including QuickBooks, Don Q, and Primero Latino growing audiences from 60K to 1M+ followers through strategic content systems and integrated campaigns.
Collaborate with global brands such as IKEA, Google, Netflix, HP, and Coors, leading pitches, building cross-functional partnerships, and translating business objectives into compelling, performance-driven creative.
Recognized for strong leadership presence, clear communication, and the ability to inspire teams while rolling up my sleeves to stay close to the work, from concept through execution.
Executive Creative
Director @Alma
2023- PRESENT
Creative Director
@Alma
2017 - 2023
Led integrated campaigns across digital and traditional media. Worked with major global brands including Netflix, Google, HP, Rockstar, Pepsi, Coors, and McDonald’s. Elevated social-first thinking and platform-native storytelling across accounts. Mentored multidisciplinary teams and strengthened agency creative standards.
Worked in developing award winning campaigns. Worked mainly on brand acts and social media campaigns.
ACD @Alma
2012 - 2017
As part of the Volkswagen team my job includes developing campaigns from the concept to the copy, in different media: websites, banners, e-mails, mailings, and prints, which consists of writing both long and short copy.
Senior Copywriter @DDB SPAIN
2009-2011
Digital Copywriter in the New Business team, creating concepts and persuasive copy for pitches and integrated campaigns for Budweiser, Granini, Schwarzkopf, Marcilla, MERCK, Zurich, Random House, Panrico and Damm. Produced digital-first copy and pitch materials that supported new-business wins and cross-channel executions.
Copywriter @Shackleton
2006 -2008