Creative Director with 15+ years of experience leading brand, retail, and integrated marketing across in-house studios and top global ad agencies. Expert in translating strategy into high-impact, omnichannel experiences spanning in-store environments, campaigns, content, and storytelling at scale.
Known for strong creative taste, decisive leadership, and persuasive communication, with the ability to align cross-functional teams around bold ideas that connect brand, culture, and business outcomes. Brings a modern approach to creative leadership by combining elevated craft, disciplined strategy, and AI-enabled workflows to increase speed, clarity, and quality—without compromising creative standards.
Leadership & Strategy
Creative Direction | Strategic Thinking | Team Management & Development | Persuasive Presentation & Storytelling | Winning New Business | Strong Client & Stakeholder Relationship Building
Creative Craft
Art Direction | Copywriting | Branding & Brand Systems | Content Creation & Editing | Photography & Content Direction
Channels & Experience
Integrated Marketing | Retail & Store Experience Design | Omnichannel Campaign Development | Social Media & Digital Strategy
Expertise
Multicultural Marketing (General Market & Latino) | Artificial Intelligence–Enabled Creative Workflows
Languages
Fully Bilingual (Spanish & English)
Target Nov 2020 – Present
Categories: Beauty, Essentials, Pets, Baby, Personal Care, Household, OTC, Optical, Sporting Goods, Tech & Gadgets, Books & Entertainment, Video Games, Toys, Collectibles, Seasonal
Lead creative direction for large-scale retail brand experiences, shaping how millions of guests experience Target across stores and omnichannel touchpoints.
Own creative vision across a broad portfolio of everyday and lifestyle categories, balancing commercial clarity with elevated, emotionally resonant storytelling.
Serve as a final creative authority, setting taste, direction, and standards while making decisive calls that elevate both the work and the teams producing it.
Partner with KNOCK on Beauty and Essentials, collaborating to elevate strategy, concept development, craft, and execution across high-visibility initiatives.
Serve as Baby category creative lead, developing a dedicated strategy centered on inclusivity, empowerment, and modern parenthood—while maintaining strong commercial performance.
Led a Baby floorpad reinvention, redefining navigation, storytelling, and visual hierarchy to create a more intuitive, welcoming, and inspiring shopping experience.
Drove regional Baby initiatives designed to connect more intentionally with diverse communities through culturally relevant creative and messaging.
Previously led Beauty creative strategy, defining micro-destinations and shop-like moments that elevated discovery, engagement, and brand credibility.
Defined and directed Beauty micro-destinations, activating curated assortments with premium storytelling and elevated design.
Partner with Colle McVoy to lead creative across Fun101 (Hardlines), evolving the platform toward lifestyle-, culture-, and fun-led storytelling.
Set creative direction for photography and slice-of-life narratives, positioning product as the catalyst for joy, play, and connection.
Led Pets floorpad reinvention, introducing mannequins, larger-scale imagery, and pet-first storytelling to enhance emotional connection and navigation.
Leverage Artificial Intelligence to structure creative workflows, dissect strategy, assist early-stage concepting, and accelerate production—increasing speed while maintaining elevated quality and craft.
Apply AI to ideation, iteration, and execution to help teams move faster, sharpen thinking, and raise the creative bar.
Direct and align multi-agency teams, partnering cross-functionally with marketing, merchandising, design, production, and strategy.
Mentor and develop senior creatives, fostering strong creative judgment, clarity of vision, and trust-based leadership.
Target Nov 2018 – Nov 2020
Categories: Apparel & Accessories, Baby, Home, Stationery, Sporting Goods, Books & Entertainment, Video Games, Tech, Toys, Seasonal
Oversaw creative development across multiple categories, acting as brand steward and senior creative leader within Target’s in-house studio.
Led teams of senior and junior creatives, contractors, and agency partners to concept, design, and deliver integrated marketing and retail experiences.
Partnered closely with Marketing, Merchandising, and Price & Promo COE leaders to deliver work that balanced brand storytelling with business objectives.
Integrated multicultural insights and Hispanic nuance into category storytelling to ensure relevance across diverse audiences.
Led categories including Home, Accessories & Apparel, Baby, and Hardlines, guiding teams through trend-driven, culturally informed creative development.
Championed trend awareness across fashion, home, beauty, and culture to keep work contemporary, joyful, and effective.
Clients: Conill, Alma DDB, LatinWorks Oct 2015 – Oct 2018
Operated as an ambidextrous Creative Director, leading both art direction and copywriting across integrated campaigns.
Partnered with agencies and brands to strategize, concept, execute, and produce advertising and brand experiences.
Supported national and international clients across general and multicultural markets, bringing senior-level thinking, flexibility, and speed.
Led and contributed hands-on across concept development, design, and execution.
LatinWorks Mar 2013 – Sept 2015
Brands: Snickers, M&M’s, Marriott, Bud Light, Domino’s, Target, Lowe’s, Capital One, Stripes
Led teams of 6–12 junior and senior creatives, overseeing both large-scale campaigns and always-on brand work.
Built strong client relationships through direct communication, strategic problem-solving, and persuasive presentations.
Led Total Market accounts, developing original creative for General Market, Hispanic, and African-American audiences.
Delivered fully integrated campaigns spanning traditional, digital, and experiential, transforming brand messaging into cohesive brand experiences.
The Richards Group / Lerma Jan 2010 – Mar 2013
Brands: RAM Trucks, Honeywell (FRAM, Prestone), Advance Auto Parts, Fruit of the Loom, The Home Depot, Bridgestone
Created emotionally driven creative for RAM Trucks, resulting in a 41% sales increase and a 3.5-point market share gain.
Supported expansion into RAM Trucks LATAM following U.S. success.
Co-led the team that won the Bridgestone LATAM pitch, expanding the agency’s international footprint.
Developed a campaign for Advance Auto Parts that originated in Hispanic marketing and successfully scaled to all markets.
JWT Apr 2008 – Mar 2009
Brands: Nestlé, Ford Motor Company, Lubriderm, Halls, Trident
Created a packaging and branding promotion supporting Mexican art, driving sales and earning a shortlist at the London International Awards.
Partnered with strategic planners to shape brand positioning and creative direction.
Led full campaign development—from concept through production—across traditional and digital channels.
Saatchi & Saatchi Mar 2007 – Mar 2008
Brands: GE, Starbucks, Procter & Gamble (Crest, Olay, Scope), Mead Johnson (Enfamil)
Developed award-winning creative for GE Appliances.
Led creative development for Starbucks’ first advertising efforts in LATAM.
Directed teams of art directors and copywriters, overseeing end-to-end campaign execution.
DDB Jan 2005 – Feb 2007
Brands: Volkswagen, Henkel, McDonald’s, Liverpool, Dormimundo, Dos Equis, Herdez, Lipton, Gatorade, Armor All, Clean & Clear, RoC, Neutrogena, Philips, Uniroyal
Trained in DDB’s Co-Creation strategic process, integrating planning and creative from the outset.
Led international and regional creative across LATAM, presenting work directly to global brand leadership.
Delivered award-winning campaigns for Dormimundo and Henkel.
Managed and mentored teams of up to 8 creatives, overseeing concept through production.
Young & Rubicam Jan 2003 – Jan 2005
Brands: Dannon (Activia, Light & Fit, DanUP), Philip Morris, Colgate-Palmolive, Ford (Lincoln, Mercury), AVON
Developed award-winning creative for Philip Morris.
Led art direction across traditional and digital media, supervising illustrators, typographers, and designers.
Contributed to AVON breast cancer awareness initiatives through guerrilla and cause-driven creative.
Cornell University
Certificate in Persuasive Communication
Focused on strategic influence, executive presence, storytelling, and persuasion in leadership and high-stakes decision-making.
Universidad Autónoma Metropolitana
B.A. in Graphic Design — Summa Cum Laude
Women Who Create
Jun 2021 – May 2025
Serve as a creative coach and mentor supporting women of color working in advertising and marketing.
Provide guidance on creative growth, career development, leadership confidence, and navigating agency and brand-side environments.
Help mentees build tools, frameworks, and practical skills needed to advance their careers—from portfolio development to strategic thinking and executive presence.
Foster a safe, supportive space for honest conversations, skill-building, and celebrating wins.
Bring real-world senior creative leadership perspective to help mentees move forward with clarity, confidence, and momentum.