about
An arc, not a résumé.
new york · miami · cdmx · são paulo
I grew up in Bogotá believing that creativity was a human superpower. More than a decade into leading creative at one of the world’s largest brands, I am more convinced of it than ever.
My work lives at the intersection of culture, design, and business consequence. Creativity as the lever that moves real outcomes, inside complex organizations, at global scale. That is the problem I am built for, and it is the thread running through everything I have done at PepsiCo, from launching brands to founding entire functions that did not exist before I arrived.
Where I am most focused right now is the question that every serious creative organization is sitting with: what does AI mean for how we actually work? I have not just been thinking about it. I have been inside it, building the roadmap, making the organizational case, and implementing it at scale within a Fortune 50 brand. My view is that the leaders who get this right are the ones who treat it as a creativity question first and a technology question second. That framing changes everything about how you build.
The other thing I believe, just as strongly, is that the team is the strategy. I build cultures where people are genuinely energized by the work, where that energy is visible in everything produced, and where having a good time is not a perk but a design principle. Some of the most important things I have built cannot be put in a case study.
I think in three languages. Spanish, Portuguese, English. I have lived this work across New York, Miami, Mexico City, and São Paulo, and the perspective that comes from moving across cultures and languages is not background detail.
It is how I see.
the through-line
What I’m built for
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01
Creative Leadership a decade at global scale
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02
AI & Creativity roadmap to real, at a fortune 50
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03
Team & Culture the team is the strategy
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04
Brand Building launched brands, founded functions
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05
Business Strategy creativity that moves outcomes
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06
Design & Craft where culture meets design
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07
Global Perspective three languages, four cities