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C-level Executive
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Culture PeoplePartner + Lead Activist
Dec. 2019ColombiaI believe that by participating actively in new social movements that decentralize how we do business, we will be able to maintain wellness at a community level. My approach is based on collaboration in projects that strengthen our collective power to jointly address our shared challenges. Over the past 24 months, I have dedicated over 150 hours to mentoring entrepreneurs within the creative and cultural ecosystem. These activities have been supported by leading organizations such as the British Council Colombia, INNPULSA (Colombia), IDARTES (Bogota), Ministry of Culture and Youth (Costa Rica), In Place of War (UK) and Parque Explora (Medellin). In 2023, I work as Creative and Cultural Director at Night Embassy Bogotá, an exciting project of Jägermeister. I have also advise the Director of La Siembra Festival in Medellín in 2023 and 2024 editions, where I contribute with my experience and knowledge. I am always committed to promoting initiatives that foster the growth and development of our creative and cultural environment, creating a positive impact in our communities.
indigena digitalFounder
Sep. 2019ColombiaThe purpose of my work as a consultant is to promote a leadership model that encourages the intersection of ancestral technologies (music) and modern technologies (internet) as the axis of progress. In the last 3 years I have participated in sprints, forums and DAOs where the future of the music ecosystem is discussed in Argentina, Brazil, Colombia, Costa Rica and USA. I am also an apprentice and collaborator at Water & Music a DAO dedicated to investigate the intersection between music and technology, where I have the opportunity to immerse myself in the most cutting edge advances in the industry. In addition, I have the privilege of serving as an ambassador for FUTURX, a Latin American community based in Argentina that fosters learning and exchange around music and technology, based on the revolutionary web3. These roles allow me to be at the forefront of the most exciting developments in music and technology, while helping to drive innovation and growth in the creative community. Currently, I am focused on studying the impact of artificial intelligence on creativity. I run a digital mini-magazine, host discussions, and offer a series of workshops that help the creative class integrate generative artificial intelligence tools into their creative processes.
Red BullCulture Marketing Manager
Jan. 2015 - Aug. 2019São Paulo» Led a team of +20 people and the Culture Marketing strategy for the country. Worked in tandem with Brand, Media, and Sales team to position Red Bull Station as one of the innovation hubs in downtown São Paulo. » In two years the space become an integral part of the creative ecosystem of the city cooperating with artists, creatives, activists, other brands and local culture government institutions. Red Bull Studio (inside the building) witness recordings of important albums and songs that define the independent music scene of the second decade of the millennia (BaianaSystem, Elza Soares, Tulipa Ruiz, Black Alien, Liniker, Metá Metá, and several more). » The space accelerated the growth of two projects that defined Red Bull's Social Innovation global strategy: Red Bull Amaphiko and Red Bull Basement. » Red Bull Music Pulso stablished as the only musical residence that allowed independent artists from all over the country to occupy the building for 4 weeks to create, discuss, connect and build a more solid scene. » Integrated new tools to enable more efficient team communications and project management.
Red BullCulture Marketing Manager
Mar. 2013 - Jan. 2015Colombia» Directed strategy and projects at all stages, including conceptual planning, schedule management, execution and reporting for 9 markets (Guatemala, Costa Rica, Panamá, Cuba, Jamaica, Dominican Republic, Colombia, Bolivia y Perú). » Coordinated innovative strategies with the local teams to accomplish objectives and boost long-term relationships with key artists and music industry influencers. » Collaborated with senior sales, brand, communications and other business development executives to develop culture marketing initiatives in all 9 markets. » Reduced marketing costs by integrating new tools for communication between agency and country teams, monitoring budgets, and developing protocol. » Worked closely with other Culture Marketing Managers and Field Marketing Managers to find international opportunities for the artists we supported, for 2 consecutive years all artists travel to events hosted by Red Bull in other countries.
sancho bbdoDigital Engagement Director
Jun. 2010 - Oct. 2011Bogotá, Colombia» Creation of Social Media team and services for clients. » Integration of metrics system to develop better follow-up and reports for social media campaigns. » Identify needs of target audiences to collaborate with Planners, Creatives, and Account Executives to understand, define, and build communication strategies with integrated digital components. » Devoted particular emphasis on integrating digital culture into the agency. » Collaborated with Human Resources and VP's to create and implement a 6 month-long series of Digital Transformation workshops for all the agency staff.
La CápsulaCo-founder, Digital Strategist
Oct. 2003 - Aug. 2012Bogotá, Colombia» La Cápsula functioned as a digital communication and design studio, where we planned and developed communication strategies using digital media working with artists, creators, and activists. » We motivated institutions interacting with the creative class to develop communication strategies based on the Internet, in order to interact with this platform, not only from the transactional point of view but through the promotion of socialization processes as a means to attract users. » When the concept of Web 2.0 emerged, La Cápsula sought to show companies new technology and forms of communication and invited them to make alliances from a new way of collaboration, to do their marketing and publicity and achieve their strategic objectives. » To comply with the above, La Cápsula offered most of its services based on research processes (Radio Cápsula, TV Cápsula as the main content laboratories), which meant being constantly updated with what was happening in the internet business world.
CreariumFounder and Creative Director
Jan. 2001 - Aug. 2003Nueva York, Medellín» As Creative Director I was in charge of advising clients to define their presence and strategy on the Internet. With clients in Miami, Medellín, Bogotá and New York. » I was also responsible for the conceptualization, management and coordination of the development of independent projects for the internet.
StarMediaDirector of Product Development
Jul. 2000 - Oct. 2001Nueva York, Estados Unidos de América» Responsible for coordinating a team of +25 people in North and South America for the development of various web products and applications for more than 23 million StarMedia users and corporate clients. » Oversaw product design and roadmap and coordinated all aspects of development and rollout of new products with the collaboration of marketing, business development, engineering, creativity, and sales. » Identified productivity bottlenecks and devised innovative solutions while remaining conservative with resources. » Translated information highly technical in nature to sales staff and clients. » Collaborated with technical and administrative teams to develop and implement successful corrective plans. » Recognized low-cost suppliers and managed deliveries to cut downtime and save costs.
Oversaw hiring processes for over 20 permanent and temporary seasonal staff.
StarMediaManager of Product Development
Oct. 1999 - Jun. 2000Medellín, Colombia» Responsible for a team of 10 people for the development of several web products and events of the StarMedia Colombia brand. » Directed full development lifecycle, including concept design, feature definitions, and production support. » Supported the sales team to generate new business opportunities and develop the local market. » Managed the relationship and priorities of both HQ Product and Local Management teams.
Crearium WebFounder, General Manager
Feb. 1997 - Oct. 1999Medellín, Colombia» Spearheaded change management and strategic turnaround for company during significant restructuring, including the complete redesign of its flagship product. » Orchestrated positive media coverage, partnerships, and stakeholder relations as the public face of Paisas.com. » Led the company to develop the most successful online city guide of Medellín, resulting in the acquisition of Paisas.com by StarMedia Networks (NYC) during the dot com bubble.
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