Experience

Creative Director, Store Experience Marketing

Categories: Beauty, Essentials, Pets, Baby, Personal Care, Household, OTC, Optical, Sporting Goods, Tech & Gadgets, Books & Entertainment, Video games, Toys, Collectibles, and Seasonal.

Nov 2020 - Present

Lead creative direction for large-scale retail brand experiences, partnering with internal teams and external agencies to translate brand strategy into immersive, in-store and omnichannel executions.
• Lead creative vision across Pets, Baby, Personal Care, Household Essentials, OTC, Optical, Toys, Books, Electronics, Entertainment, Sporting Goods, Music, and Licensing, shaping how millions of guests experience the brand.
• Own Baby creative leadership within Essentials, following a dedicated strategy focused on supporting and empowering parents and caregivers while infusing a stylish, welcoming brand point of view.
• Lead regional Baby initiatives designed to connect more intentionally creating inclusive, culturally relevant experiences.
• Led a Baby floorpad reinvention, elevating navigation, storytelling, and visual presence to create a more intuitive and inspiring shopping experience.
• Previously led Beauty creative strategy within this role; scope later refined while responsibilities and seniority remained unchanged.
• Defined and led Beauty micro-destinations, activating curated assortments and shop-like moments that elevated discovery and engagement.
• Partner with Colle McVoy to lead creative across Fun101 (Hardlines), driving a cultural shift toward lifestyle- and fun-led storytelling.
• Set creative direction to elevate photography and slice-of-life storytelling where product acts as the trigger for joy, play, and connection.
• Led Pets floorpad reinvention, introducing mannequins, larger-scale imagery, and pet-first storytelling to enhance the in-store experience.
• Direct and align multi-agency teams and partner cross-functionally across marketing, merchandising, design, production, and strategy.
• Mentor senior creatives, fostering trust, clarity, and strong creative judgment.

Associate director, creative

Categories: Apparel & Accessories, Baby, Home, Stationary, Sporting Goods, Books & Entertainment, Video Games, Tech, Toys, and Seasonal.

November 2018 - November 2020

I oversaw and manage creative projects, direct creative staff, and act as brand steward for Target. I lead and manage a group of senior and junior creatives, contractors, and partner agencies to concept, design, and develop creative executions that support the Target brand and meet the brand's business and strategic objectives. I partner with Marketing Managers, Merchandising Buyers, and Price & Promo Center of Excellence leaders to create outstanding work that helps bring joy to all families at a great value. With my extensive multicultural background, I help bring Hispanic nuances and insights to every brand experience my team creates. I currently lead the categories of Home, Accessories & Apparel, Baby, and Hardlines along with each of their subcategories. Staying ahead of the latest cultural, fashion, home, and beauty industry trends are part of my job but also my passion. It helps me to inspire and guide my team every day so we can ideate and execute insightful marketing campaigns that successfully drive to increase sales.

Freelance Creative Director - Art Director & Copywriter

Clients: Conill, Alma DDB, Latinworks.

October 2015 - October 2018

I worked on a project-by-project model. With over ten years of experience working in advertising I can help you and your team strategize, conceptualize, develop, execute, and produce any advertising projects. As an ambidextrous Creative Director, I have extensively worked as both art director and copywriter. This allows to direct a diverse team and to develop any of those two roles in any project. I have in-depth national and international experience working with global and local brands.

Senior Creative - ACD Art Director and Copywriter at LatinWorks

Brands: Snickers, M&M’s, Marriott, Bud Light, Domino’s, Target, Lowe’s, Capital One, Stripes.

March 2013 - September 2015

• I led teams of junior and senior copywriters and art directors from six to twelve members, making sure everything from big campaigns to everyday work was always great

• Built strong relationships with clients by keeping direct communication with them, presenting insightful work, solving problems strategically, and achieving outstanding results

• Led teams in charge of Total Market accounts to develop original creative for all markets (General, Hispanic, and African-American)

• Successfully developed integrated campaigns that flawlessly extended from traditional to digital media and back to move beyond a plain brand messaging to a true brand experience

Senior Brand Creative at The Richards Group / Lerma

Brands: RAM Trucks, Honeywell (FRAM and Prestone), Advance Auto Parts, Fruit of the Loom, The Home Depot, Bridgestone.

January 2010 - March 2013

• Proven record of creating powerful, insightful, and successful communication for Ram Trucks with a groundbreaking campaign built upon emotional drivers

• After launching this campaign, sales increased by 41% and the Ram trucks brand increased its market share by 3.5 points. Our team then won an international pitch to also handle Ram Trucks brand in LATAM

• Led with my creative partner the team that won the Bridgestone LATAM pitch, bringing international new business to the agency

• Successfully developed a new campaign for Advance Auto Parts that originally started as a Hispanic market effort to then be implemented across all markets in English and Spanish

Associate Creative Director at JWT

Brands: Nestle, Ford Motor company, Lubriderm, Halls and Trident.

April 2008 - March 2009

• Created the first brand effort to support Mexican art through a packaging/branding promotion that was a success in sales and shortlisted at London International Awards

• Was deeply involved in developing strategic planning for all brands in partnership with the Brand Planners to then develop creative

• Conceptualized, executed, presented, directed and produced entire campaigns partnering with my Creative Director to lead our team of art directors and copywriters

Associate Creative Director at Saatchi & Saatchi

Brands: GE, Starbucks, Procter & Gamble (Crest, Olay, and Scope), Mead Johnson & Company (Enfamil).

March 2007 - March 2008

• Developed award wining creative for GE Appliances

• Successfully developed creative for Starbucks’ first advertising efforts in LATAM

• Conceptualized, executed, presented, directed and produced entire campaigns partnering with my Creative Director and leading my team of art directors and copywriters

Senior Art Director at DDB

Brands: Volkswagen, Henkel, McDonald’s, Liverpool (Department Store), Dormimundo (Mattress Company), Dos Equis Lager, Herdez, Lipton, Gatorade, Armor All, Clean & Clear, Roc, Neutrogena, Philips, and Uniroyal.

January 2005 - February 2007

• Received training to master the Co-Creation strategic process, characteristic of DDB, for creative and planning development

• Worked hand in hand with strategic planners to develop creative briefs

• Handled international communication efforts by developing regional creative for LATAM and also presenting directly to the global board of Henkel

• Developed award winning creative for Dormimundo mattress stores and Henkel

• Conceptualized, executed, presented, directed and produced entire campaigns partnering with my Creative Director and leading a team of 8 members (junior and senior art directors and copywriters)

Art Director at Young & Rubicam 

Brands: Dannon (Activia, Fruit Blends, DanUP, Light and Fit), Philip Morris, Colgate Palmolive, Ford Motor Company (Lincoln and Mercury), AVON Cosmetics.

January 2003 - January 2005

• Developed award winning creative and art direction for Philip Morris.

• Mastered creative concept development and great art direction execution; supervised production processes for traditional and digital media; successfully directed illustrators, typographers, and graphic artists.

• Helped generate breast cancer awareness with guerilla work for AVON.

Intern at Grey Worldwide

Brands: Gatorade, Gerber, and Slim Fast.

February 2002 - August 2002

EDUCATION

Skills

• Creative direction

• Integrated Marketing

• Strategic thinking

• Solid presentation skills

• Team management & development

• Art direction

• Copywriting

• Winning new business

• Strong client relationship building

• Multicultural Marketing: General and Latino

• Branding

• Social media and digital strategy

• Content creator and editor

• Artificial Intelligence

• Fully bilingual (Spanish & English)