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Work Background
VMLExecutive Creative Director
Apr. 2024ColombiaVML Colombia, I lead multiple creative teams, redefining the boundaries of experiential marketing by developing innovative concepts that emotionally connect and build lasting bonds between brands and people. I have designed and led brand activations and immersive experiences for global clients such as Diageo, Natura, Allergan Aesthetics, Abbvie, Huawei, Porsche, VW, Audi, Cupra, Seat, Ecopetrol, Avon, Avianca, Novartis, Exeltis, Life Miles, and L’Oréal, positioning VML as a regional benchmark for creative excellence. In 2024, I was named Cannes Can Diversity Collective Ambassador, and in 2025 I was recognized as one of the Creativepool Top 100 Leaders of the Year, honors that highlight both my creative vision and my commitment to driving industry transformation. I am also proud to serve as a Big Sister in Lideras, VML’s program empowering female creative talent in Latin America, proving that creativity becomes stronger when built with inclusion and diversity at its core.
VML COMMERCECreative Director
Mar. 2021 - Apr. 2024ColombiaI led teams in the creation of events and activations, crafting immersive experiences that emotionally connected with consumers. My goal was to foster strong bonds between people and brands, ultimately driving purchase, recommendation, and repurchase through emotional engagement. Clients: Diageo, Natura, Allergan Aesthetics, Abbvie, Huawei, Porsche Colombia, VW, Audi, Cupra, Seat, Ecopetrol, Natura, Avon, Avianca.
Beat Marcas VitalesExecutive Creative Director
Jul. 2014 - Mar. 2021Calle 94 No. 11a 46At Beat Marcas Vitales, I specialized in shopper marketing, trade marketing, and experiential activations, designing strategies based on deep market research and consumer insights. My focus was always to turn challenges into creative opportunities, building innovative concepts that broke paradigms and delivered measurable impact for both brands and consumers. I led multidisciplinary teams with a collaborative and trust-based approach, ensuring that creativity was not only a differentiator but also a growth driver for the business. Clients: Claro, Davivienda, Colgate (Palmolive, Fabuloso, Protex, Colgate), Postobón (Aguas, Bretaña, Gaseosas), Central Cervecera (Andina, Tecate, Sol, Heineken, Miller), PlayStation, Colpensiones, Nutresa (Doria, Zenu, Monticello, Corona), Nestlé (Dolce Gusto, Nespresso, Milo, Klim, Nescafé, Cereals), Mondelez (Oreo, Chiclets, Halls, Trident, Club Social, Sparkies, Bubbaloo), AMEX, Chandon, Discovery, Kalley, Plaza Claro, Samsung, Carvajal, KKC. Key Achievements – FIP Festival: 2016 – “La Ruta de la Buena Actitud” (Trident): 🏆 1 Grand Prix Platinum – Best Itinerant Activation 🏆 1 Grand Prix Crystal – Best Confectionery Product Action 🥇 Gold – Best Activation for Millennials 2019 – “¿Necesita Carro?” (Davivienda International Auto Show): 🏆 1 Grand Prix – Banking and Financial Product/Service Actions 🥇 Gold – Brand Experience 🥈 2 Silvers – Automotive Product Actions / Financial & Telecom This period strengthened my reputation as a creator of high-impact brand experiences, consistently delivering award-winning activations that combined strategic planning, innovation, and cultural relevance.
MullenLowe SSP3 ColombiaGeneral Creative Director Rocket - Mullen Lowe
Feb. 2013 - Jul. 2014Car 9 No 80 - 15 Of 604Adidas Co, Big Cola, Diageo, Minicooper, BMW, Andino, Cup noodles, IBM, Tigo, Hyundai, Horizons, Davivienda, CC Andino, Tigo, Sanar, LAN, Mazda, Discovery channel, Home and Health, Mazda, Aguila, Miller Lite, Kia, Hocol, BYD, Schick, Glauser, Ospinas. FIP 1 Bronce
Imagen y marcaSenior Industrial Designer
Apr. 2009 - Oct. 2012Carrera 15 No 146 - 38 Of 109Audi, Coca-cola, Coca-cola Zero, Sprite, Agua Manantial , Fanta, Viviendo positivamente, Juan Valdez, Crush, Jugos Del Valle, Premio, Brisa, CC Santafe, Volvo, BBVA, Colsubsidio, Une, Unilever, Kellog, JGB, Knorr, Nestea, Ducati, Dodge, Disney, Biomax, El Colombiano, Kimberly, Lindt, Rexona, PowerAde, Fruco, Haceb etc. FIP 9 GRAND PRIX 9 Oros 5 platas 1 Bronce Premio del jurado Reconocimiento a la excelencia creativa - Imagen y marca EFFIE 1 Plata
DDB ColombiaIndustrial Designer KeyPeople
Jan. 2007 - Aug. 2009Telefonica, Movistar, Toyota, Mazda, LG, Ministerio de educación, Fenalco, Foreman, Gazel, Haceb, J&J, Juegos Nacionales, Honda, Homecenter, Kimberly, Lipton, Motorola, Mustang, Natalia Paris, Néctar, Nestlé, Neutrogena, Nokia, Norma, Phillips, Pintuco, Porsche, Porvenir, Premier, Previsora, Procaps, Promigas, Reinado Nacional de la belleza, Renault, Seat, Shock, Sisa, Soho, Xerox, Terra, Yanbal.
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