Welcome!

Creative Direction

I'm energized by teaming up with other creatives to turn briefs and data into ideas that reach someone's mind (and heart). I enjoy seeing how a small idea morphs into a concept with a strong vision to carry us through a long schedule. That's why I love large-scale work like ad campaigns and video productions. They give me a chance to wear a ton of hats, find creative ways to solve whatever comes up, and rally up a talented team.

At Oscar, I've grown into the kind of creative that makes sure we don't lose sight of what we need to achieve. That usually involves taking in a lot of feedback and aligning the team to find the right ways to adjust without losing our original intent. It's a fun puzzle.

Brand Strategy & Stewardship

Brands are delicate. They need guidance and maintenance to stay genuine. My approach is to treat them like another language and develop a clear strategy on how to communicate in the right voice and tone. I also easily pick up on existing brand guidelines and can drive work from that POV.

Most recently, I redefined the Voice & Tone for Oscar in Spanish, helming a communication strategy that takes into account that audience's unique lived experiences. From that work, the company developed a new health plan called Buena Salud, and a special program serving members in Spanish.

Digital Media Production

I've worked with digital media companies focused on offering quality content to the underserved bilingual Hispanic audience. The pop-culture scene taught me a lot about developing, nurturing, and maintaining professional relationships.

Working in media also gave me endurance and patience to move at 'breaking news' pace without overlooking any details. And I made sure to pass this philosophy to all teammates reporting to me.

Oh, and I became a photographer.

Storytelling & Community-building

My career is rooted in making connections with others. I'm always looking for creative ways to bring us closer.

The images below are from a trip to José Cuervo's factory and agave fields in Tequila, Mexico. Terra collaborated with the brand to highlight the work behind making the elixir. Did you know agave plants get haircuts?

Health & Wellness Communications

I've helped public companies like Anthem and Oscar maintain their Brand Voice & Tone through considered and targeted communication campaigns to reach their members with compassion, clarity (and wit) through emails, microsites, videos, and more.

A fun fact (or two)

My favorite slack emojis are the little breakdancing hamster and Soraya Montenegro crying in Spanish. She's versatile.

The sprawling monstera taking over my living room was named 'La Montra" after Dominican artist Rita Indiana.