Available to hire
I translate complexity and cultural nuance into clear stories that influence decisions, strengthen creative ambition, and grow brands. As a Group Strategy Director across the US and LatAm, I lead teams in uncovering cultural tension, simplifying strategic direction, and crafting work that resonates across communities and movements.
I’m a builder, mentor, and collaborative partner who elevates strategy systems, inspires creative teams, and brings diverse thinking to shape bold, culturally defining work.
Experience Level
Expert
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Intermediate
Language
English
Fluent
Spanish; Castilian
Fluent
Work Experience
Founder & Head of Strategy at Elwhy
January 1, 2019 - PresentFounder & Head of Strategy at Elwhy — We help brands move with meaning, grounded in cultural truth. Hybrid work across Central America & the US.
Group Strategy Director at Crispin Porter + Bogusky
June 1, 2022 - June 1, 2023Led brand strategy and expression for major accounts (Diageo/Budweiser, Dropbox, HSS), shaping culturally resonant platforms and increasing brand momentum. Drove integrated strategy in partnership with Creative, UX, Analytics, Media, and Account leadership, influencing executive decisions and creative direction.
Chief Strategy Officer at Ogilvy
October 1, 2009 - December 1, 2019Directed strategy transformation across Ogilvy's Central America network, increasing strategic service revenue by 35%. Led brand consulting across LATAM with finance, CPI, telecom, QSR brands, retail, and non-profits; managed $10M+ in client portfolios. Built and mentored a regional strategy team of 10+ with 90% retention and certification as Black Belt consultant.
Group Creative Director at Ogilvy
August 1, 2005 - August 1, 2009Directed integrated campaigns that won 5 Effie Awards, increasing client ROI by 20% YoY. Led 20+ creative and multi-channel campaigns across the CA region, driving concept development, storytelling, and production from insight to execution. Co-founded Circulo Creativo El Salvador, mentoring 50+ creatives and elevating leadership standards.
Masterclass Teacher & International Speaker on Purpose-Driven Brands at Forja Foundation for Youth
January 1, 2010 - PresentMasterclass teacher and international speaker on purpose-driven brands and social impact, with 100+ appearances across TV, digital, and live events.
Founder & Head of Strategy at Elwhy (Purpose Design & Strategy Studio)
January 1, 2019 - PresentFounded Central America's first purpose-driven strategy studio; scaled to 12+ clients in 3 years; expanded regional brand strategy, narrative, and go-to-market positioning; led multi-disciplinary teams across the US and LatAm.
Education
BA in Communications & Advertising at Universidad del Istmo, Guatemala
January 11, 2030 - February 11, 2026BA in Communications & Advertising at Universidad del Istmo, Guatemala
January 11, 2030 - February 11, 2026Qualifications
Black Belt Consultant
January 11, 2030 - February 11, 2026Industry Experience
Media & Entertainment, Professional Services, Retail, Non-Profit Organization, Software & Internet
Experience Level
Expert
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Intermediate
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