Partnering with consulting teams, I lead a team of cross-functional designers on end-to-end projects, transforming complex business challenges into creative and engaging concepts and stories that bring client visions to life.

As Senior Art Director, I crafted intuitive and cohesive digital experiences for clients such as Microsoft, Xbox, Target and GAP. Additionally, I lead and mentored a team of designers, facilitating workshops and coaching their career development.I was also responsible for the creation of a robust design system to standardize UI components, visual styles, and interaction patterns for Target.• Designed and refined a library of reusable and accessible UI components and interactive prototypes to expedite workflows and showcase the usage and behaviours of the design system• Partnered with Product Managers, Creative Directors, Developers and UX Designers to establish and document design guidelines, ensuring consistent and inclusive user experiences• Continuously iterated on the design system based on emerging design challenges, evolving business needs and strategic goals

As Design Lead for Target, I led a team of designers and copywriters from Costa Rica and Seattle in the ideation and development of integrated digital campaigns for target.com.• Led, hired, managed and mentored the Target Roundel team• Art directed a high volume of projects in a fast-paced creative advertising environment while maintaining brand integrity and ensuring the work was of the highest quality• Presented creative concepts to clients and internal stakeholders• Collaborated across multiple geo-dispersed teams of Design, Copy, Project Management, Strategy, UX and Development• Partnered with Resourcing and cross-functional teams to align team workloads, timelines and deliverables• Drove improvements of team workflows, best practices and processes to ensure creative deliverables exceeded customer expectations

I was responsible for designing an array of integrated digital campaigns from concept to launch for vendors such as Unilever, Coca-Cola, Starbucks and Disney advertising on target.com.

• Developed the digital content strategy, client presentations of findings and future recommendations in support of the launch of the new Hyundai IONIQ electric and hybrid cars• Directed designers in the concept and execution of digital experiences and social content for the launch of the limited-edition Bavaria Red beer

I led and mentored a team of designers in the creation and implementation of digital and social media solutions as part of integrated marketing campaigns for a variety of local brands.

• Conducted market research, trend and consumer insights for new business projects • Focused on brand identity creation, packaging and collateral design

Consultancy project to improve how the team within the Airport Operations Centre communicates through ways of working, tools and information flows.• Produced insights-driven data through customer journey analysis and visual mapping• Created bespoke solutions in order to improve overall communication

I owned the design of innovative and effective traditional media campaigns for various consumer goods, mass media, pharmaceutical and financial clients such as Reckitt, Sky, Gutis and Banco BCR.

I was in charge of creating the branding and identity, illustration, packaging, collateral design, POP and OOH advertising for several consumer goods and hospitality clients such as Marriott Hotels.