My leadership enabled all TWDC brands, including Marvel, ESPN and National Geographic, to thrive in the LATAM licensing business through insights-driven initiatives. I led the creative vision, business planning, franchise development, R&D, design and implementation of Creative concepts, Branding, Packaging, Style Guides, Product development, prototyping, retail design, brand marketing, content creation and category management. I also led the Licensed, Retail and Innovation teams in LATAM, managing a cross-functional team of 60+ cast members, and influenced over 700 licensees, retailers, and 30+ agencies to develop creative excellence across LATAM, fostering a culture of innovation, customer-centric, creative thinking, professional development, inclusivity, and collaboration enhancing the customer journey. My leadership style is based on service and talent management, is evidenced by the successful delivery of complex business cases.● Embraced and endorsed Walt Disney Animation Studios, Lucasfilm, Pixar & Marvel studios films, and Disney+ streaming content launches leveraging innovative, product strategic marketing. I supported the films and series Encanto, Cruella, Soul, Luca, Red, Andor, The Mandalorian, GOTG, Spidey & his Amazing Friends, and The Little Mermaid.● Led Disney's 100th-year celebrations, orchestrating landmark creative initiatives, integrated campaigns and collaborations that established new benchmarks in product licensing and consumer engagement.● Created the first-ever Disney Collectors community in over 15 Latam countries., developing and successfully executing the Collector Zone style guide, licensing product, and retail strategy.● Guided the Sustainability strategy for Consumer Products, Games, and Publishing, aligned to The Walt Disney Company's 2030 environmental goals, ● Opened over 60 Disney Shop-in-shop stores in Mexico. Delivering style guides, retail design, commercial identity, and visual merchandising strategies.

Spearheaded the creative vision and product direction overseeing the development of brand right and audience right story-driven creative to drive the Latam Licensing business and feed into the regional portfolio of Style Guides for local licensing – Product, Packaging & Retail; endorsing Disney franchises and brand positioning, through macro trends research, design trends, and consumer insights-driven initiatives, enhancing storytelling, character art, and artistic collabs to consolidate a new creative development process, to be a consistent brand voice and redefining the consumer journey, building business strategies that resonate with target demographics, behaviors, leading to successful market and category expansion and scaling brand loyalty. ● Spearheaded Disney's brands’ impact from licensing marketing strategy to ideation to execution by creating local integrated initiatives, creative design, style guides, product development, and packaging, leveraging consumer insights to create resonant Diversity, Equity & Inclusive, and pop culture narratives: Marvel Lucha Libre Edition, Disney Alegrias, Minnie Día de Muertos, Ze Carioca 80th anniversary, Encanto Colombian Artists Project.● Engineered successful ideation with global titans like C&A, Hasbro, H&M, and Mattel, L’Oreal, Target, fostering deep trust and creating synergistic brand experiences.● Fostered the magic of Disney franchises by creating licensing marketing campaigns, conceptualizing and designing creative style guides for seasonals in Latam, live events, retail execution, and branded experiences. These included Pixarfest, Marvelmania, May the 4th, Mando Mondays, Xmas, Halloween, Back to School, Mother's and Father's Day, and other franchise-specific campaigns such as Mickey Stay True, Positively Minnie, Marvel Avengers Anniversary, and Ultimate Princess Celebration.

Pioneered the Digital Culture evolution for businesses into the emerging media new landscape, specializing in product management, developing and implementing mobile-first creative strategies and social media content for leading brands on Facebook, Instagram, and WhatsApp and platform partnerships. Innovative strategies, audience insights, data analysis, and consumer behavior leveraged storytelling and user interface design to create immersive and interactive content and campaigns, maximizing reach, engagement, and ROI.● Successfully launched the Instagram for Business platform, reaching 2M businesses in the first year.● Influenced, trained, and mentored leading brands and agencies, including Visa, Uber, Nestlé, BBVA, AMEX, Heineken, and SMBs with cutting-edge creative strategies, clinics, and workshops, which have contributed to our client's sales growth and increased their investment in Facebook’s platforms’ advertising.

Led creative conceptualization, graphic design, copywriting, art direction, photography, and production (pre-production to post-production) of ATL/BTL, 360º campaigns, out-of-home, and marketing initiatives for global and local brands. Leveraged disruptive innovation, creative briefs, branding, and hard-sell strategies, to help clients achieve sales objectives, customer engagement, branding goals, and awareness. Brands included: AUDI, Hershey’s, Pepsico, Reckitt Benkiser, Aeromexico, CONAGUA, among others.