Senior Brand Designer at La Martinuca

Leading the evolution of brand design for Spain’s most recognised and fastest-growing tortilla brand, ensuring consistency and creative excellence across every visual touchpoint. I’m responsible for maintaining and elevating the brand’s visual identity, translating strategy into scalable design systems applied to packaging, retail environments, menu design, signage, and new store openings. For new launches (e.g., Valencia), I coordinate the full visual implementation across stakeholders, suppliers, and timelines to ensure consistent and on-brand execution. I collaborate cross-functionally with the marketing, operations, and trade teams, defining creative guidelines, developing visual campaigns, and ensuring brand consistency across physical and digital environments. Working within OKR and EOS frameworks, I align creative direction with measurable business goals while optimising design processes. I am currently leading the implementation of artificial intelligence within the design area as one of my key OKRs, defining workflows and tools to integrate AI into content generation and task automation, improving both efficiency and creative output. Additionally, I’ve strengthened internal design operations by refining workflows, structuring asset systems, and improving production efficiency to reinforce brand consistency at scale.

Brand Designer at 297 Studio

As part of The297 creative team, I managed end-to-end brand development for early-stage startups, owning both the creative and client-facing process. I defined creative strategy, built visual identities, and developed digital experiences using Figma and Oxygen for WordPress. Within the studio, I played a key role in shaping the creative direction of 297Studio, a multidisciplinary project offering branding, production, and digital marketing services. My work focused on translating strategy into visual systems that connected web, social, and physical assets. I also led the design and creative strategy for SamOliCan, a legal consultancy brand, from concept to launch, covering identity design, website development, photography direction, and the integration of customized GPTs developed in ChatGPT to streamline communication and enhance content workflows. This role allowed me to combine creative direction, design execution, and process management, ensuring each brand launch maintained a consistent and scalable visual language.