Leo Burnett Group — Chicago
VP, Regional Creative Director (U.S. & LATAM) | March 2021 – January 2026
- Led regional creative strategy and execution across U.S. and LATAM markets, delivering fully integrated campaigns spanning brand, digital, social, CRM, and performance channels.
- Directed and scaled creative operations across markets, aligning talent, workflow, and output to business priorities while maintaining creative excellence.
- Partnered closely with account, strategy, and regional leadership to translate cultural insight into commercially effective communications across multiple LATAM verticals.
- Served as senior creative voice for global and regional clients, influencing brand direction, campaign architecture, and long‑term platform development.
Key Clients: Bridgestone (Firestone, Bandag), Kellogg’s, Purina (Beneful, Dog Chow, Dogui, Pro Plan), Mazola, Wingstop.
Pangea Money Transfer — Chicago
Creative Director / Head of Creative (In-House) | April 2018 – March 2020
- Helped build and led the company’s in-house creative organization, functioning as the internal creative authority across brand,
performance marketing, CRM, and product communications.
- Owned brand voice and messaging systems across the full customer lifecycle—from acquisition to retention—delivering cohesive,
conversion-focused experiences in English and Spanish.
- Partnered with CMO, growth, CRM, and product leadership to align creative strategy with revenue, retention, and market expansion
goals.
- Established scalable creative processes and project management, improving speed-to-market while maintaining high creative and
brand standards.
- Developed and led multidisciplinary teams (copy, design, performance creative), embedding testing, learning, and optimization into
creative output.
- Led the creative development for the B2B Cebuana-Lhuillier SaaS Money Transfer app creative launch in the Philippines.
- Collaborated with product and UX teams to translate complex financial services into clear, benefit-led customer experiences.
Self Employed/Freelance — USA / Spain
Creative Director | January 2016 – Present
- Led integrated campaigns across broadcast (TV, radio), OOH, print, experiential, and digital/social for top agencies and global brands.
- Delivered culturally fluent creative solutions for U.S. Hispanic, LATAM, and total‑market audiences.
Clients: Catapult/Epsilon, CMN, CMR Ignite, Conill Saatchi, CSSI Marketing + Culinary, Critical Mass, DDB/We Are Unlimited, Havas, HighDive, Hitch Marketing, Paco Collective, Fluent‑360, Firma Barcelona, V&VS, Walton Isaacson.
Commonground / MGS — Chicago
Group Creative Director | August 2013 – December 2015
- Creative lead on flagship accounts and new business, shaping agency thinking across multicultural strategy and execution.
- Oversaw development of integrated campaigns across broadcast, digital, social, shopper, BTL, and experiential platforms.
- Partnered with strategy and research teams to ensure insights translated into culturally relevant, effective creative.
- Managed and mentored a team of 11 creatives, balancing craft excellence with operational efficiency.
Key Clients: American Family Insurance, BMO Harris Bank, Illinois Lottery, MillerCoors, PrimaLoft.
Leo Burnett USA — Chicago
Creative Director | March 1999 – April 2013
- Concepted and led total‑market campaigns for some of the world’s most recognized brands.
- Developed and supervised creative across TV, digital, social, print, OOH, and BTL channels.
- Partnered with account and strategy leadership to deliver media‑agnostic ideas rooted in brand and business objectives.
- Played a key role in new business pitches and agency growth initiatives.
- Managed and developed cross‑disciplinary creative teams.
Selected Clients: Buick, Chobani, Coca‑Cola, Disney, GMC, Hanes, H&R Block, Jack Daniel’s, Kellogg’s, Oldsmobile, Procter & Gamble, Toys“R”Us, Tecate, Beck’s, Wrigley, Chase/Bank One, Allstate, U.S. Cellular.
Vitruvio Leo Burnett — Madrid
Associate Creative Director | October 2005 – December 2005
- Selected for the Leo Burnett Worldwide Swap Program.
- Developed creative for Spanish‑market clients and participated in new business pitches.
Clients: Spanish Red Cross, Fiat, Flex Mattresses.
SJG — Chicago
Senior Copywriter | March 1998 – February 1999
- Led Hispanic‑market creative development across TV, radio, and print.
- Supervised broadcast production and ensured linguistic and cultural accuracy across executions.
McCann‑Erickson — Caracas
Copywriter | January 1996 – February 1998
- Developed copy for TV, radio, OOH, and print for major global and regional brands.
Clients: Bacardi, CANTV, General Motors-Chevrolet, Gillette, Hewlett Packard, Johnson & Johnson, Wyeth Labs, Nabisco (Del Monte),
Nestlé Purina (Perrarina), Parker Pens, Paveca (Papeles Venezolanos C.A.), Reckitt & Colman, Savoy Brands International, Unilever Andina.