Strategy, Content & Culture: Creative Direction for Modern Brands
I weave conceptual thinking with practical execution, helping brands find their authentic voice in today’s complex media landscape. With experience spanning from early web design to modern content creation, I bring a thoughtful, human-centered approach to creative challenges.
From artist to digital pioneer to creative strategist—I’ve evolved alongside media transformations to help brands connect with culture in meaningful ways.
About Me, a Digital Pioneer with an Artist’s Eye
My journey from fine arts to digital pioneering to award-winning advertising leadership gives me a unique perspective that transforms how brands connect with audiences:
Digital Pioneer: Before most brands recognized the internet’s potential, I was building Colombia’s first major commercial websites, developing an intuition for emerging platforms that continues to guide my work today.
Advertising Innovator: With over two decades leading creative teams, I’ve consistently transformed organizations from within helping them navigate rapidly evolving media landscapes while maintaining authentic brand voices.
Global Perspective: Born in Bogotá to a Colombian father and East Prussian mother, my life across six cities on three continents (Bogotá, Geneva, San Francisco, New York, Tenerife, Düsseldorf, and Dallas) gives me the cultural intelligence to help brands communicate across boundaries.
Grounded Approach: Having worked my way up from humble beginnings, I bring both high-level creative vision and practical execution know-how to every project—along with a commitment to mentorship that elevates entire creative teams.
This unique combination of artistic insight, technical knowledge, and multicultural understanding allows me to see opportunities others miss and create solutions that drive real business results.
My Approach
I don’t believe in one-size-fits-all solutions or unnecessary complexity. Each project begins with listening and understanding your specific challenges. I work collaboratively, bringing my experience to the table while respecting your expertise about your business.
What sets my approach apart:
- The ability to see patterns and connections across different media environments
- A focus on concept development rooted in cultural understanding
- A commitment to solutions that balance creative expression with practical results
- A perspective shaped by multicultural experiences and global awareness
How I can Help
Creative Strategy & Direction
I help brands find their distinctive voice in crowded markets through thoughtful, concept-driven approaches.
The Difference I Deliver:
- Strategic creative solutions that connect with audiences emotionally
- Campaign development that works across traditional and digital channels
- Fresh perspectives that draw on my background in conceptual art
- Practical approaches to brand storytelling that drive results
Digital & Social Content Development
I transform brand messages into engaging content ecosystems that resonate across platforms.
My Digital Edge:
- Content strategies built for today’s vertical, short-form landscape
- Approaches that balance brand objectives with audience preferences
- Experience developing award-winning social campaigns
- Practical understanding of what drives engagement and conversion
Cross-Cultural Marketing Insight
With experience across multiple countries and cultures, I bring a global perspective to local challenges.
My Global Perspective:
- Understanding of cultural nuances that affect brand perception
- Experience developing campaigns for diverse audiences
- Multilingual perspective on communication challenges
- Practical approaches to universal brand truths that transcend borders
Selected Projects
Brand Reinvention: Flamin’ Hot Cheetos “Deja Tu Huella”
Transformed a playful Super Bowl moment into a powerful cultural movement connecting Hispanic and general market audiences. By strategically pivoting from “Can’t Touch This” to “Deja Tu Huella” (Leave Your Mark), we created a bilingual platform celebrating authentic self-expression. The iconic red fingerprints became visual shorthand for individuality—inviting consumers to embrace their distinctive identities while reinforcing the brand’s unmistakable character across all touchpoints.
Content Ecosystem Development: Pollo Campero
Developed over 500 original content pieces that established Pollo Campero beyond its heritage audience in the competitive US market. By evolving our role from traditional creative directors to full-spectrum content creators and producers, we transformed a product-focused company into a cultural participant. This comprehensive approach maintained our 7-year partnership, grew the account into a seven-figure revenue stream, and positioned the brand effectively within today’s complex media landscape.