I turn performance data and human insight into creative that converts. 10+ years across fintech, e-commerce, health and entertainment.
Creative strategy and direction for high-performing ad creatives on Meta, TikTok and beyond, for U.S. direct-to-consumer brands across health, home, beauty, footwear and auto. Every concept is built from audience insight and optimized against performance data.
UGC-led TikTok storytelling connecting oral health to whole-body wellness.
Problem-aware angles around back pain across travel, work and sport.
Education-first organic + paid system turning a category into curiosity.
Science-backed creative explaining collagen, zinc and healing simply.
Identity-driven testimonial angles balancing ruggedness and elegance.
Enthusiast-native creative angles for a technical, high-intent audience.
Audience insight, desk research and competitor angles to find the real tension.
Translate insight into testable creative angles and messaging hierarchies.
Brief design, write copy and use AI tools to scale output without losing quality.
Read performance data and feed the next round of winning creative.
ChallengeIn Mexico, credit cards carry a cultural stigma, but most people lacked one because they'd been rejected or didn't know how to use it.
StrategyBuild personas, run a structured creative-testing matrix (copy × visual × audience), and develop social-proof testimonial videos with an optimized scene-by-scene narrative.
InsightFor these women, self-care feels selfish, so we reframed it as the foundation of caring for everyone else: 'Conecta con tu salud #PrimeroPorTi'.
ExecutionIntegrated online + offline campaign, a live event with medical experts, a KidZania activation, and TikTok content tied to women's health studies.
ScopeFull rebrand for a clinical lab serving Mexico's lower-income families: mission/vision, personality, tone of voice and a refreshed visual identity.
SystemOmnichannel rollout across digital, offline (brochures, posters), subway activations, community outreach and a new website.
RangeBrand development, USP definition ('Learn at your own pace'), product marketing and UX writing, from research to campaign execution.