Experience

Cheaf

• Mexico
• Food and Beverage Services
• 1 - 100 Employee

• Head of Brand

  • Dec 2022 - Present

  Bridge between our customers and the business, driving the brand marketing strategy and marketing design-initiatives to influence customer perceptions and help drive customer acquisition and retention. - Create Cheaf's brand strategy, identity, architecture, and positioning including the setting of brand guidelines, brand vision, and value proposition - Continuously grow the brand equity through meaningful and actionable insights and translate them into a content strategy, paid ad campaigns and impactful brand actions - Design and strategize storytelling for our brand narrative to express the brand story to customers across all touchpoints - Identify and prioritize the most important audiences to target to drive awareness about our brand - Lead full brand/product campaigns and other marketing initiatives with a hands-on mindset to define positioning and value proposition for products and create go-to-market strategies - Influence and collaborate with a cross-functional team towards the brand and growth goals (from planning to execution) - Lead, together with other areas, the launch of the brand in new countries.



Consulting

• Remote

• Creative & Brand Design Direction Consultant

  • Mar 2022 - Aug 2022

  I am a creative visionary who understands execution and has deep knowledge in how to build and scale transformative brands through purposeful and bold creative ideas, in the ever-evolving tech industry. I am a creative visionary who understands execution and has deep knowledge in how to build and scale transformative brands through purposeful and bold creative ideas, in the ever-evolving tech industry.



Bitso

• Mexico
• Financial Services
• 400 - 500 Employee

• Global Creative & Brand Design Director

  • Jul 2021 - Nov 2021

  Amazing journey of 2 years being one of the leaders that took Bitso from a small startup to a unicorn startup, driving brand initiatives that unlock growth from 600 to 5M users.- Lead the global creative direction, creative & brand strategy for Bitso’s most high-profile brand campaigns- Launch initiatives that have generated millions of engagers and significant lifts in company market value- Establish and own Bitso’s global creative guidelines, and ensure they're consistent executedly across the different countries- Manage and mentor team of creatives in world-class creative execution and professional/personal growth- Co-built the in-house creative team at Bitso.- Executed business-defining brand campaignsSee some of my work at https://bit.ly/3C0Li5m

• Head of Creative & Brand Design

  • Jan 2021 - Jul 2021

  I was the lead of the Creative & Brand Design team and responsible for communicating insights based on qualitative and quantitative data, creating unique brand experiences through frame opportunities, and collaborating with creatives, producers and senior leadership, in order to bring those ideas to life.

• Creative & Brand Design Manager

  • May 2020 - Jan 2021

• Creative Director

  • Dec 2019 - May 2020



Dogma Company

• Mexico
• Design Services
• 1 - 100 Employee

• Co-Founder & Head of Brand Experience

  • Jan 2017 - Dec 2019

  Today, people embrace companies with the customer experiences that best meet their needs. Dogma transforms companies by designing the best-in-class experiences that delivering measureable value to users and to businesses. I design brand experiences that affect the way people see, hear and feel, helping companies with a user-centered design to engender emotional responses in their audience that create fundamental value. Today, people embrace companies with the customer experiences that best meet their needs. Dogma transforms companies by designing the best-in-class experiences that delivering measureable value to users and to businesses. I design brand experiences that affect the way people see, hear and feel, helping companies with a user-centered design to engender emotional responses in their audience that create fundamental value.



Let's Mk

• Mexico
• IT Services and IT Consulting

• Co-Founder & Creative Director

  • Jan 2017 - Nov 2018

  As founding partner of "Let's Make" I spearhead projects that focus on blending technology, rich visual content, and human experience that connected people thought user interface, and design for digital platforms. I focus on the idea that great design can change the way consumers and brands interact with each other. As founding partner of "Let's Make" I spearhead projects that focus on blending technology, rich visual content, and human experience that connected people thought user interface, and design for digital platforms. I focus on the idea that great design can change the way consumers and brands interact with each other.



Presidencia de la República - Mexico

• Government Administration
• 200 - 300 Employee

• Creative Director

  • Nov 2015 - Nov 2018

  Head of the creative team. Guidance and best practices for the development of innovative projects inside the company through experience design, brand & concept development, innovation strategist, UX and UI design, storytelling consultant, wayfinding, interior design & exhibitions. I was the leader of a team of creatives to craft connected experiences. Head of the creative team. Guidance and best practices for the development of innovative projects inside the company through experience design, brand & concept development, innovation strategist, UX and UI design, storytelling consultant, wayfinding, interior design & exhibitions. I was the leader of a team of creatives to craft connected experiences.



DPC Another Digital Company

• México

• Co Director & Creative Technologist

  • Jan 2014 - Nov 2015

  Direction for brand guideline development, information architecture, and UI/UX design. Additional work on concepting/design for research & development projects. Direction for brand guideline development, information architecture, and UI/UX design. Additional work on concepting/design for research & development projects.



Boma - High End Products

• Retail Luxury Goods and Jewelry

• Co-Founder & Creative Director

  • Jan 2013 - May 2014

  As creative director I lead the design and user experience team across all digital, physical and communications touchpoints. Experience design, visual design, concept development and creative strategy As creative director I lead the design and user experience team across all digital, physical and communications touchpoints. Experience design, visual design, concept development and creative strategy



CONTAMINACIÓN GRÁFICA

• Mexico City Area, Mexico

• Motion Graphics

  • Jul 2013 - Jan 2014

  Visual design, brand guidelines, concepting, animation & motion design Visual design, brand guidelines, concepting, animation & motion design



KINOKI - International Film Festival

• Mexico City Area, Mexico

• Motion Graphics

  • Jun 2013 - Nov 2013

  Freelance direction, motion graphics supervision, animation, design, concept development, for the visual identity. Freelance direction, motion graphics supervision, animation, design, concept development, for the visual identity.



Mercedes - Benz Fashion Week

• Mexico City Area, Mexico

• Interactive Graphic Designer

  • Jan 2013 - Apr 2013

  User interaction, visual design, concept development, animation and rapid prototyping for the visuals on the stage. User interaction, visual design, concept development, animation and rapid prototyping for the visuals on the stage.



Impar

• Mexico
• Technology, Information and Internet
• 1 - 100 Employee

• Co-Founder & Graphic designer

  • Jan 2012 - Feb 2013

  I helped brands achieve their business objectives through powerful creative work like digital & graphic design, brand guideline development, concepting/design and UI/UX design. I helped brands achieve their business objectives through powerful creative work like digital & graphic design, brand guideline development, concepting/design and UI/UX design.



Colectivo Astrovandalistas

• Mexico City Area, Mexico

• Creative Intern

  • Dec 2011 - Jul 2012

  Visual design, and design documentation for Astrovandalistas, a translocal collective that focuses on the development of projects that combine research, artistic action, technology, urban hacking and open knowledge. Visual design, and design documentation for Astrovandalistas, a translocal collective that focuses on the development of projects that combine research, artistic action, technology, urban hacking and open knowledge.