Lead strategy and design processes, overseeing all stages including strategy, research, and creation.
- Define key elements to extract in qualitative and brand immersion workshops with audiences and decision-makers.- Research market trends by analyzing competitor behavior.- Manage communication with key stakeholders, including suppliers, clients, and audiences.- Transform collected information into effective strategic definitions.- Direct the design department, coordinating multidisciplinary teams.

Strategy and Design Leader, overseeing critical phases of the creative and research process.
- Conducted research and defined brand positioning, enhancing brand value across various sectors.- Developed persuasive presentations that clarify key concepts and research findings for effective communication.- Led branding processes, creating brand designs, brand guidelines, and innovative applications.

Senior Brand Designer, transforming insights into visual pathways, guiding the comprehensive design development at every stage of the process.
- Supported the business consulting team in brand research and analysis, defining key insights.- Developed cohesive brand systems applied across various formats and platforms.- Structured and created comprehensive brand guidelines (Brandbooks) as key deliverables.- Designed complex brand applications, including packaging, supermarket signage, and more.

Graphic Designer and Junior Art Director for various visual campaigns for prominent brands in Colombia and the region.
- Supported art creation and direction processes for campaigns alongside the copywriting team.- Designed multiple print materials such as brochures, posters, and magazines.- Developed concepts for T.V. video ads and digital platforms (storyboarding).- Applied my branding knowledge by assisting in the design of sub-brands and promotional packaging.

Junior Brand Designer, responsible for the conceptualization and design of brand identities.
- Developed brand designs and communication concepts for restaurants and local brands.- Worked on editorial projects for Colombian brands such as Grupo DLK, Sipote, Wok, Chairama Spa, Alpina, and others.