BIO:
Marketing & Business Growth Executive
Brand Strategy · Consumer & Shopper · Trade & Channel Intelligence · Innovation · Performance · AI
26 Years of International Experience
Latin America, the Caribbean, and the US Hispanic market. More than two decades working alongside marketing managers, sales teams, and senior management.
The intersection that defines my career: Business · Consumer · Shopper · Brand · Creativity · Culture · Channels · Data · Technology
I have built strategic territories focused on increasing positioning, recall, affinity, cultural relevance, and performance, always connecting brand strategy with measurable business results.
My differentiator lies in identifying hidden opportunities: unoccupied competitive spaces, emerging consumer behaviors, and cultural connections that can be transformed into business advantages.
Strategic Differential
Brand Growth & Positioning
Over two decades building brand positioning that improves recall, differentiation, affinity, consideration, and conversion.
Consumer, Shopper & Channel Intelligence
Consumer and commercial ethnography to observe how consumers, shoppers, and channels interact with brands in their real-world environment.
Cultural & Trend Intelligence
Ongoing monitoring of advertising, branding, entertainment, and digital behavior to identify which trends matter and where a brand can naturally participate.
Performance & Accountability
What isn't measured can't be optimized. Growth Partner Model: Strategy First, clear KPIs, continuous measurement, and a constant pursuit of ROI.
Regional Leadership
An Early Leadership Career
At 24: Creative Director at DDB Costa Rica with regional responsibilities.
At 27: Chief Creative Officer of DDB Guatemala, coordinating international accounts.
Subsequently, I led regional structures for the Americas, including Client Relations, New Business, Audiovisual Production, Trade, Creative, Design, and Finance departments.
My Vision of Leadership
I have led multicultural and multi-talented senior teams ranging from 10 professionals to international networks with over 200 employees.
My vision combines:
• High expectations for results
• Trust and autonomy
• Talent development
• Integration of specialties around a common goal
Brands I Have Worked With
Food and Beverages
Coca-Cola · Nestlé · Maggi · Nescafé · Grupo LALA · Bimbo · KFC · AB InBev · FIFCO
Supermarket & Retail
Walmart Central America · Cencosud · Grupo Inteca · Unicomer · Grupo Monge · Homex
Health and Personal Care
Roche, Antiflu-Des, Prudence, Metropolitano, Nature's Garden, Tapsin, Revlon, Babaria
Banking & Services
BAC Credomatic · VISA BanCo Nacional, Banco Iatú, Banco BCI, Credix
Automotive & Technology
Toyota · Lexus · Volkswagen · ExxonMobil · Movistar · Xiaomi · TCL · Lenovo, Xiaomi, McAfee · Alcatel, Philips
Trajectory
1999–2004
DDB Uruguay, Costa Rica & Guatemala
Redactor Creativo → Director Creativo → Director General Creativo
2005–2012
DDB Chile & Fire Advertainment Chile
Director General Creativo. Socio y VP Creativo. Proyectos regionales para Coca-Cola, incluyendo Coca-Cola FM.
2016–2017
Havas Tribu Costa Rica
Vicepresidente Creativo. Walmart, Toyota, KFC, BAC Credomatic, Grupo LALA.
2018–2025
Palmera Marketing
Socio / Director Regional LATAM. Red de +200 profesionales en 12 países. Modelo Growth Partner.
2025–Hoy
Growth Partner — Consultoría Internacional.
Asesoría estratégica en marketing, crecimiento, posicionamiento e Inteligencia Artificial.
SUCCESS STORIES
Impact Case Study: Sony + Residente + Prudence
BRAND TRANSFORMATION · CULTURAL RELEVANCE · OMNICHANNEL
Challenge and Strategy
The Pain: The brand was stagnating in spontaneous brand recall compared to long-established brands in the region like Durex, which outperformed it 50 to 1 in advertising investment.
The Context: At the same time, the category faced significant cultural barriers: Governments, religious institutions, and conservative groups constantly pressured for restrictions on sexuality education programs. Brands countered with sexologists on digital platforms, but these failed to achieve impact and disruption.
The Solution: Use art as education, with a credible and likeable spokesperson, backed by their brand, to create an 18-month, multi-content regional cultural platform that would awaken
