A selection of work where strategy and creativity come together to deliver meaningful results.
Baby Brands Gift Club
2025
Role: Marketing and Communication Specialist—Full Time
Context
Canada’s leading sampling program connecting brands with new and expecting parents through healthcare distribution.
My Work
Led the strategic repositioning and marketing execution, strengthening brand trust, increasing registrations, and enhancing B2B partnerships.
Key Contributions
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Redesigned brand identity and communication system
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Built integrated campaigns across print and digital
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Developed B2B sales materials and presentations
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Supported website redesign for UX and conversion
Impact
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+5% monthly registrations
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+40% improvement in brand awareness and trust
Toronto Latin American Film Festival
2024
Role: Marketing and Communication Specialist - Volunteer
A cultural festival showcasing Latin American cinema and fostering community engagement in Toronto.
Led the marketing and communication strategy, driving audience growth and engagement through multi-channel campaigns and community storytelling.
Key Contributions
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Managed social media strategy and content
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Developed PR and promotional campaigns
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Improved website SEO and performance
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Built partnerships with media and stakeholders
Impact
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+70% increase in engagement
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Increased ticket sales and audience reach
Cling
2024
Role: Creative Manager / Business Developer
A creative agency concept blending AI-driven insights with human creativity to build future-focused brands.
Co-founded and developed Cling, creating a strategic framework that combines innovation, creativity, and technology for scalable brand solutions.
Key Contributions
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Defined brand vision and positioning
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Developed service offering and strategy
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Designed identity and communication system
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Explored AI integration in creative workflows
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Impact
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Established a differentiated agency concept
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Built a scalable foundation for future growth
Chocosol
2024
IMC / Marketing Strategy / College project
Role: Creative Manager / Marketing Strategist
An ethically sourced chocolate brand rooted in sustainability and cultural heritage.
Developed an integrated marketing strategy to expand brand presence and deepen customer connection through storytelling and multi-channel activation.
Key Contributions
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Built marketing strategy across digital and experiential channels
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Developed storytelling aligned with brand values
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Planned influencer collaborations
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Designed social media campaigns
Impact
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Expanded brand visibility
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Increased engagement across audiences
Refácil Pay
2023
Role: Creative Manager / Marketing Team / UX UI
A fintech ecosystem offering payment solutions and digital financial services for businesses and consumers.
Contributed to the launch and positioning of Refácil Pay, enhancing usability and driving product adoption through user-centered design and marketing.
Key Contributions
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Designed UX/UI experiences for digital platforms
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Supported product launch and marketing strategy
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Conducted A/B testing and performance optimization
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Collaborated with product and tech teams
Impact
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Increased user engagement and adoption
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Supported transaction growth and platform scalability
efecty
2021
Role: Creative Manager - UX/UI
Efecty, a leading fintech company in Colombia, was undergoing a major rebranding effort to modernize its digital experience and better align with evolving user needs.
Led the redesign of Efecty’s website, focusing on user behavior, accessibility, and clear service navigation to improve the overall customer experience.
Key Contributions
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Designed a modern UX/UI aligned with the new brand direction
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Simplified access to core services and product offerings
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Improved visual communication across digital touchpoints
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Aligned website experience with broader brand repositioning
Impact
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Enhanced usability and customer experience
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Strengthened digital brand perception
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Supported Efecty’s transition toward a more user-centered ecosystem
efecty
2021
Branding RSE- efecty
Role: Creative Manager, Marketing Department
A leading fintech company in Colombia, expanding its brand through purpose-driven social impact initiatives.
Opener
Developed and positioned a CSR brand, aligning social impact with business strategy to strengthen emotional connection and brand perception.
Key Contributions
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Defined brand concept and narrative
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Designed visual identity and communication system
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Developed campaigns to engage and educate audiences
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Collaborated across internal teams
Impact
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Strengthened brand perception and emotional engagement
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Increased visibility of CSR initiatives
La Milagrosa
2020
Role: Creative Manager - Product Launch
Launch of a Special Edition Beer in Tribute to Johana Bahamón
A craft beer brand focused on storytelling, culture, and social impact.
Led the launch of a special edition beer, combining product design, storytelling, and experiential marketing to strengthen brand affinity.
Key Contributions
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Designed product label and packaging
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Executed launch event and influencer strategy
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Developed social media campaign
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Integrated storytelling with brand positioning
Impact
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Increased brand awareness and engagement
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Strengthened emotional connection with audience
Citroën
2020
Role: Creative Manager - BBT - Advertising Agency
Citroën “Oh la la” Campaign
Citroën is a global automotive brand known for innovation and bold design, targeting urban drivers seeking accessible and distinctive mobility.
Led the creative strategy for a 360° campaign targeting a new generation of urban professionals, repositioning the brand around accessibility, surprise, and emotional connection.
Key Contributions
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Developed campaign concept and messaging
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Directed creative across digital and traditional channels
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Aligned brand positioning with audience insights
Impact
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Increased brand recognition among younger audiences
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Strengthened emotional engagement
