I was born in Miami, raised in Colombia, and have worked in advertising since 2006. My experience spans categories and markets at high-profile networks VML, Ogilvy, DDB, and TBWA in Middle East + North Africa, Colombia, Panama, Puerto Rico and USA.  My work has received countless accolades across Cannes Lions, D&AD, One Show, Clio Awards, ADC, Andys, LIA, Effies, Dubai Lynx and Ojo de Iberoamérica, among others.

Today, I focus my attention on creative commerce and brand-building activation.

As Global Chief Creative Officer for Commerce at VML, I’ve led the acceleration of conversion-led creativity across key markets, with North America as a central hub, helping propel VML into one of the world’s most awarded creative networks, with work that lives in the intersection of brand-building and immediate conversion for global clients like Mondelez, Coca-Cola, Nestle and SC Johnson.

Over the past four years, this work amassed over 350 recognitions, including the Global Agency of the Year at the New York Festivals in 2023, Advertising Agency of the Year at D&AD in 2024, and Agency of the Year at The One Show in 2026. It also includes benchmark honors in commerce creativity, such as the Creative Commerce Grand Prix at Cannes Lions International Festival of Creativity for “Preserved Promos” and the Grand Effie in Shopper & Commerce at the Global Best of the Best Awards for “OREOCodes.”

I've also worked alongside Cannes Lions, Clio and New York Festivals to introduce their own Commerce categories, and served as Jury President for Commerce at D&AD and Awarding Jury for Commerce at Cannes Lions