About Me

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Creative Consultant / Independent Freelancer | April 2014 - Present

• Driving strategic creative consulting for BSE Hospitality, including brand positioning, website UX, brand guidelines, sales materials, and internal training systems for staff development and operational consistency

• Developing and executing creative direction for Tony Capote Films, including brand identity, visuals, and pitch materials

• Leading branding, advertising, and digital initiatives for clients ranging from entrepreneurs to global and regional organizations, including Microsoft, Ethan Allen, and Florida Blue

• Delivering end-to-end solutions including brand identity, packaging, websites, RFPs, and integrated campaign assets

• Led the creative relaunch of Chetu, developing a new mascot, tone of voice, and a unified messaging framework across marketing and digital platforms (Aug–Nov 2025)

Creative Director | PALM ERA | March 2023 – May 2025

Let’s Get it Done – Full-Service Multicultural Agency - Digital focus.

• Directed a cross-border team of 8+ creatives across 9 countries, delivering high-impact brand campaigns in English, Spanish, and Portuguese

• Managed weekly production of 50+ deliverables for Pair of Thieves, Bluu., HCMC, Pangea, Diageo, MonCash,
ASM Global, and others

• Delivered research-driven creative strategies rooted in data, consumer insights, and performance analytics

• Partnered with the CEO on Business Development pitches and growth initiatives

• Led U.S. client accounts with a focus on ROI, technology-enabled strategies, and scalable creative operations

Creative Team Lead | GOJA | September 2021 – March 2023

POWERING E-COMMERCE: Creates, buys, and grows great brands on Amazon by leveraging our people, and technology.

• Directed creative strategy and execution across 20+ Amazon brands, including UpNature, Love Lori, Luna Bean, Chambong, magicfiber, Alpha Grillers, Gray Bunny, and Relentless Drive, driving direct sales growth across categories

• Led and mentored a team of 6 designers; directed product photography and video production, driving optimization across PDPs, A+ Content, storefronts, and paid advertising

• Translated packaging design into high-converting digital assets, developing visual systems including main images, infographics, comparison charts, and lifestyle content

• Built and implemented a structured creative process aligned with Amazon conversion best practices, optimizing visual hierarchy, messaging, and user flow to increase engagement and purchase intent

• Partnered with Merchandising and Paid Media teams to refine creative based on ROIs, KPIs, and marketplace analytics, driving continuous listing optimization

• Leveraged 12+ years of marketplace expertise to scale consumer brands across Amazon’s ecosystem, integrating branding, packaging, and digital content into cohesive, conversion-focused experiences

Art Director/PM | Ma®ca | October 2017 – September 2021

Driving cultural engagement for the 3 Americas: US General/Hispanic/Latin America.

• Produced creative assets and effective advertising concepts for DishLATINO,
Atlas Ocean Voyages, Subway, Rocket Mortgage, Sling, Pollo Tropical, Panama
Jack, Nascar, Hughesnet, PepsiCo, and more

• Developed bilingual creative concepts from ideation to final execution

• Led art direction for all Business Development RFIs

• Designed storyboards for DishLATINO, Subway, and Hughesnet

• Delivered fast-turnaround creative solutions across multiple teams and clients

• Managed 500+ graphic design projects through full production to final publish 

Sr. Graphic Designer | Alma DDB | August 2015 – April 2017

Leading multicultural advertising agency specializing in tailoring brands for

Hispanic audiences.

• Co-developed integrated creative concepts for McDonald’s, Sprint, Netflix, Clorox,
and Tobacco Free Florida in collaboration with Copywriting and Account teams

• Led the Studio Department, overseeing production across print and digital deliverables to ensure quality, consistency, and efficiency

• Designed internal communications for 150+ employees, managing agency-wide
visual standards and messaging

• Supported Business Development by art directing and designing high-impact
RFIs and pitch materials

Creative Director | Mitchell Group | August 2009 – April 2014

Self-sustained skincare/beauty company providing more than 400 innovative

products to enhance skin’s appearance.

• Promoted from Graphic Designer to Creative Director; led creative vision, product development, and e-commerce initiatives across multiple beauty brands

• Increased online sales by 75% through targeted e-blast campaigns, digital
marketing, and communication strategies

• Directed 360° campaigns across digital and retail channels

• Developed packaging design for international distribution

• Managed POP materials, digital assets, and website design

• Created an organic skincare line from formula development to full creative
direction; launched at Natural Products Expo West (Los Angeles, 2014)

• Oversaw design for 500+ SKUs across all brands (U.S./Lebanon/France/India), ensuring consistency across retail and e-commerce environments

EARLY WORK

Sr. Graphic Designer | JWT | March 2008 – September 2009

• Clients: Royal Caribbean and Hewlett Packard.

Art Director | SiboneyUSA | March 2003 – December 2006

• Clients: Kellogg’s, Keebler, Got Milk, and Blue Cross and Blue Shield of Florida.