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 has earned 350+ recognitions, including Global Agency of the Year at New York Festivals (2023), Advertising Agency of the Year at D&AD (2024), Agency of the Year at The One Show (2026), and #2 Global Agency of the Year at Cannes Lions (2026).

It has also earned some of the industry’s highest honors: a Cannes Creative Commerce Grand Prix for Preserved Promos, a Global Best of the Best Grand Effie in Shopper & Commerce for OREOCodes, and a prestigious Cannes Titanium Lion for OREO Cows.

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