Tired of seeing promising strategies poorly executed, a group of brand planners, creatives, researchers, and innovation consultants, decided to roll up our sleeves. Despite our different backgrounds, we were united in one core belief: creative effectiveness lies in the mastery of detail. We founded Dot the i on this belief, and we bring it to every project we have the honor to work on.

Led the LatAm's Strategic team for WPP's Red Fuse: agency dedicated to serve exclusively Colgate - Palmolive worldwide. Here, I put all my strength to turn a product centric company into a more people centric one; developing new ways of work to fight real cultural enemies, and to build relevant brand contributions.

Built the strategic department and transformed its thinking. Strengthen the teams' capabilities to really craft integrated strategies, differentiated content, detailed planning and unique branding solutions; capitalizing digital platforms and formats.

This chapter of my life was full of transformational thinking towards Creative Effectiveness, so I led the team to bring out the best of each brand, deep dive into the culture, and imagine innovative ways to connect with people.

In charge of multiple innovation consulting projects based on a "human centered design" approach, which allowed us to create sustainable value for the organizations and its customers.

Led the qual/quant research efforts for the Frito Lay Tortilla Platform: Doritos, Tostitos, Fritos and Rancheritos. Also in charge of developing new promotions for Alegro's New Business.

Here's where my passion for deep analysis between consumer and its context began. I understood the power of observation, asking better questions and reading between the lines; to find relevant insights that inspired unique creative stories.