Consumer · Creative · Marketing Strategy

I turn consumer understanding into strategies that move brands and businesses forward.

10+ years across marketing, e-commerce, brand and creative strategy, helping global brands identify opportunities, build meaningful propositions and turn strategy into action.

Creative StrategyBrand & MarketingGrowthConsumer Insights
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Start with people. Stay anchored in the business.

I start by identifying the core audience and understanding their pain points, what they need, want and do, then connect those insights to a clear business opportunity.

Strategy before execution.

I turn complex problems into clear, actionable strategies that creative, marketing and commercial teams can build from.

Built across teams.

My strongest work has happened at the intersection of functions, markets and partners, bringing different perspectives together around one clear objective.

How I think

A simple framework sits underneath very different kinds of marketing problems: understand the audience, anchor every strategic and creative decision in the business objective, make the strategy actionable, then connect it to impact.

From understanding to impact

ConsumerWhat people need, want, believe and do.
InsightThe tension, behavior or opportunity worth acting on.
StrategyWhat the brand or business should do, aligned to the objective.
CreativeThe idea that makes the strategy meaningful, relevant and actionable.
ImpactHow the work contributes to growth, adoption or brand value.

Selected cases

Different businesses and different challenges, connected by the same approach: consumer understanding, clear strategy and measurable action.

Netflix × Claro · Brazil · 2025

Creative Strategy · Audience Strategy · Brand Partnerships

Turning a global entertainment moment into a national brand opportunity

The context

For the launch of the final season of Squid Game in Brazil, Claro and Netflix had an opportunity to use one of the year's biggest entertainment moments to create relevance for the partnership and bring more people into the conversation.

The challenge

Build a national campaign that could increase awareness and engagement while supporting subscriber growth, using the cultural relevance of Squid Game to make the Claro proposition more compelling.

My role

I defined the priority audience, identified the channels and communication opportunities where different messages could create relevance, and developed the campaign concept, “Aceite o Desafio”, bringing the idea to life across a national campaign with Claro.

The strategic approach

  • Define the audience: identify who the campaign needed to move and what would make the partnership relevant to them.
  • Map the ecosystem: select channels and touchpoints based on the role each could play, rather than using one message everywhere.
  • Build the creative territory: translate the tension and cultural relevance of Squid Game into a simple, ownable invitation, “Aceite o Desafio”.
  • Scale through the partnership: connect Netflix's entertainment IP with Claro's commercial opportunity in one national campaign.

Awareness · Engagement · Subscribers

A national campaign designed to strengthen the Claro and Netflix partnership, generate conversation around the new season and support subscriber growth.

Campaign in action

View campaign on Instagram ↗

Unilever · Mexico · 2022 to 2024

Marketing · Digital Transformation · B2B

Turning a traditional sales model into a digital customer experience

The context

The existing model relied heavily on traditional sales interactions, limiting scalability and personalization across a broad B2B customer base.

The challenge

Launch a new digital ordering channel without disrupting the existing sales force or losing smaller accounts during the transition.

My role

I connected the customer experience, technology, commercial and marketing workstreams, building the launch strategy and translating a new digital capability into a customer adoption plan.

What I did

  • Integrated ordering into a conversational commerce channel, from system to storefront.
  • Built the commercial and marketing launch plan from scratch, with campaigns segmented by customer type.
  • Phased the rollout to protect existing account relationships while scaling adoption.

Portfolio penetration ↑
Average ticket size ↑

The digital ordering channel delivered measurable gains in both portfolio penetration and average ticket size after launch.

Unilever digital ordering experience asset

Amazon Fashion · Mexico · 2020

Growth · E-commerce · Integrated Marketing

Turning a global reality and business pain point into a scalable global fashion event

The context

During COVID, with high fashion inventory levels and uncertainty around consumer demand, the Amazon Fashion global team identified an opportunity to combine efforts across markets and turn a usually regional sales event into a more scalable, synergistic one.

The challenge

Build a customer centric 360° marketing strategy that could drive awareness, consideration and conversion, while strengthening Amazon's position as a fashion destination.

My role

As Brand Specialist for Amazon Fashion, I led the marketing strategy and coordinated the work across multiple teams and touchpoints, translating customer and business signals into an integrated event plan.

The strategic approach

  • Start with the business objective: align the strategy and every executional choice to the role the event needed to play for the Fashion business.
  • Ground the strategy in customer signals: use search behavior, previous event performance and deal engagement signals to identify relevant demand and shopping opportunities.
  • Build the full funnel: connect awareness, traffic, merchandising, deals and conversion rather than treating the event as a promotional moment only.
  • Create relevance through partnerships: bring entertainment and culture into the fashion conversation through a first collaboration with Prime Video.

Strong YoY growth

The event delivered significant year over year growth across the Fashion business and contributed to stronger customer acquisition and inventory movement.

Amazon Fashion Ofertas con Estilo campaign banner

Track record

10+ years moving between consumer brands, technology, e-commerce, digital transformation and entertainment.

Digital Strategist · Hash Marketing
2025–2026, Remote
E-commerce & Marketing Manager, B2B · Unilever
2022 to 2024, Mexico
E-commerce Marketing Lead · Unilever
2021 to 2022, Mexico
Marketing Brand Specialist, Amazon Fashion · Amazon
2021, Mexico
Brand Specialist, Amazon Fashion · Amazon
2019 to 2020, Mexico
Strategic Account Manager, Books · Amazon
2018 to 2019, Brazil
Brand Coordinator, Emerging Brands & Innovation · Hershey's
2017 to 2018, Mexico
Earlier: Senior Marketing Analyst (Hershey's), Marketing Analyst (BIC), Marketing Intern (Natura)
2013 to 2017