Available to hire
I am a Strategic Design Leader with 20 years of global experience building impactful brands, systems, and experiences across Fortune 100 companies and purpose-driven organizations. I bring a unique blend of strategic thinking and creative leadership, translating insights into scalable, human-centered design solutions that drive growth and meaningful change. Having worked in diverse regions including the U.S., Latin America, Southeast Asia, and the Middle East, I’ve guided teams through complex challenges with clarity, care, and purpose.
I specialize in brand design leadership, creative strategy, and consumer-centric experience design. I’m passionate about fostering collaboration across cross-functional teams and delivering innovative design systems that resonate with people and achieve business objectives.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Language
English
Fluent
Spanish; Castilian
Fluent
Work Experience
Director of Branding & Program Design at Bon Education
May 15, 2023 - May 15, 2025Led creative direction and program development for national youth initiatives across the UAE, translating complex educational goals into engaging, brand-aligned experiences with strategic and visual impact. Directed creative strategy, brand identity, and content development for Bon Education and its flagship programs, ensuring consistent, high-quality outputs across multiple workstreams. Designed and managed rollout of learning experiences focused on accessibility, innovation, and inclusion. Led design and facilitation of interactive workshops covering creative design thinking, universal design, empathy, capacity-building, collaboration, and systems thinking. Oversaw cross-functional teams to ensure timely delivery and measurable impact for clients including Expo City Dubai, ALDAR, ADEK, DIDI, and the National Multiple Sclerosis Society.
Creative Strategy & Brand Design Consultant at Project Based
January 1, 2018 - PresentProvided strategic consultancy in brand identity and packaging design for global FMCG clients and startups, focusing on consumer-centric visual systems. Led visual identity and packaging initiatives for brands under Danone, General Mills, and Colgate-Palmolive, spanning dairy, beauty, and haircare categories. Directed branding and packaging system development for U.S.-based agencies, delivering standout solutions through category audits, brand architecture mapping, concept ideation, and trend assessments. Advised on brand identity and design strategy applying expertise in consumer insight and scalable systems.
Senior Global Design Manager at Kimberly Clark
April 30, 2017 - July 22, 2025Led the global design transformation of Huggies, establishing a unified brand vision and scalable design systems across North America, Latin America, and Southeast Asia. Developed and launched Huggies’ first global brand identity system standardizing visual assets, design principles, and packaging. Created and implemented global photography guidelines to unify brand storytelling. Collaborated with regional leaders to translate strategy and consumer insights into locally relevant design solutions. Directed agencies and production partners for seamless execution from concept to shelf.
Senior Design Manager Fabric-Care at Procter & Gamble
September 30, 2013 - July 22, 2025Led design transformation of P&G's North America fabric care portfolio, elevating shelf impact and brand distinction across Downy, Gain, and Bounce. Developed strategic design frameworks introducing visual segmentation and brand architecture to enhance product navigation and portfolio storytelling. Collaborated cross-functionally to launch design-led product innovations such as Gain Flings and Downy Unstoppables. Managed packaging initiatives aligning design with business objectives and shopper needs. Oversaw external agencies and production partners for design standards and operational efficiency.
Senior Design Manager Vidal Sassoon at Procter & Gamble
December 31, 2011 - July 22, 2025Led strategic revitalization of Vidal Sassoon across Southeast Asia with a 10-year brand vision, delivering cohesive design solutions across Japan, Hong Kong, and China. Integrated brand vision into business planning, aligning packaging and design with market strategies. Directed multi-agency teams delivering consistent premium brand experiences in packaging, in-store, and advertising. Conducted design research identifying cultural and category opportunities. Built high-performing regional design team at Singapore Design Hub, strengthening APAC haircare business design capability.
Design Manager Pantene at Procter & Gamble
May 31, 2010 - July 22, 2025Managed brand identity and packaging design strategy for Pantene in North America, strengthening design consistency and shopper impact. Established global-regional design partnership ensuring local insights informed global brand direction. Led development of packaging and point-of-sale systems that elevated brand visibility and purchase intent. Collaborated cross-functionally to align creative execution with marketing and commercial priorities. Directed external agencies maintaining design excellence and brand consistency.
Art Director at L’Oréal Paris
August 31, 2006 - July 22, 2025Led packaging and in-store design initiatives for L’Oréal Paris Skin Care in North America, improving brand engagement and retail presence. Designed packaging and point-of-sale materials enhancing product visibility and competitive positioning. Collaborated with marketing teams to align design with seasonal campaigns and evolving consumer trends. Conducted trend forecasting and category analysis to create innovative, future-facing design concepts maintaining brand relevance.
Director of Branding & Program Design at Bon Education
May 31, 2025 - July 25, 2025Led creative direction and program development for national youth initiatives across the UAE—translating complex educational goals into engaging, brand-aligned experiences with strategic and visual impact. Directed creative strategy, brand identity, and content development for Bon Education and its flagship programs—delivering consistent, high-quality outputs across multiple workstreams. Designed and managed the end-to-end rollout of learning experiences on topics such as accessibility, innovation, and inclusion, aligning program goals with timelines, stakeholders, and audience needs. Facilitated interactive workshops on creative design thinking, universal design and empathy, supporting capacity-building and collaboration. Oversaw cross-functional teams and external collaborators to ensure timely delivery and measurable impact for clients including Expo City Dubai, ALDAR, ADEK, DIDI, and the National Multiple Sclerosis Society.
Creative Strategy & Brand Design Consultant at Project Based
January 1, 2018 - PresentProvided strategic consultancy in brand identity and packaging design for global FMCG clients and emerging startups, focusing on distinctive, consumer-centric visual systems. Led visual identity and packaging initiatives for brands under Danone, General Mills, and Colgate-Palmolive across various categories. Directed branding and packaging system development for U.S.-based agencies, delivering standout solutions across dairy, beauty, and haircare categories. Conducted category audits, brand architecture mapping, concept ideation, and trend assessments. Advised on brand identity, packaging, and design strategy with deep expertise in consumer insight and scalable systems.
Senior Global Design Manager at Kimberly Clark
April 30, 2017 - July 25, 2025Led the global design transformation of Huggies, establishing a unified brand vision and scalable design systems across North America, Latin America, and Southeast Asia—enhancing brand consistency and operational efficiency across the baby care portfolio. Developed and launched Huggies' first global brand identity system standardizing visual assets, design principles, and packaging. Created global photography guidelines for cohesive brand storytelling. Collaborated with regional business leaders to translate global strategies and consumer insights into locally relevant, high-impact design solutions. Directed external agencies and production partners to ensure seamless creative execution.
Senior Design Manager Fabric-Care at Procter & Gamble
September 30, 2013 - July 25, 2025Led the design transformation of P&G’s North America fabric care portfolio, shaping a category-wide vision to elevate shelf impact, drive innovation, and strengthen brand distinction for Downy, Gain, and Bounce. Translated consumer insights into strategic design frameworks, introducing visual segmentation and brand architecture that enhanced product navigation and storytelling. Collaborated cross-functionally to launch design-led product innovations such as Gain Flings and Downy Unstoppables. Directed packaging initiatives across the U.S. and Canada, aligning design execution with business goals and shopper needs. Managed external agencies and production partners ensuring design standards and consistency.
Senior Design Manager Vidal Sassoon at Procter & Gamble
December 31, 2011 - July 25, 2025Led the strategic revitalization of Vidal Sassoon across Southeast Asia, defining a 10-year brand vision and delivering cohesive design solutions across Japan, Hong Kong, and China. Integrated brand vision into business planning aligning packaging and design with regional market strategies. Directed multi-agency teams across three countries ensuring consistent, premium brand experiences across packaging, in-store, and advertising. Conducted design research to identify cultural and category-specific opportunities. Recruited and built a high-performing regional design team at the Singapore Design Hub to strengthen APAC haircare business capabilities.
Design Manager Pantene at Procter & Gamble
May 31, 2010 - July 25, 2025Managed brand identity and packaging design strategy for Pantene in North America, enhancing design consistency, shopper impact, and business alignment. Established global-regional design partnerships ensuring local insights influenced global direction. Developed packaging and point-of-sale design systems to elevate brand visibility and purchase intent across U.S. and Canada. Collaborated cross-functionally to align creative execution with marketing and commercial priorities. Directed external agencies from concept through production maintaining design excellence and brand consistency.
Art Director at L’Oréal Paris
August 31, 2006 - July 25, 2025Led packaging and in-store design initiatives for L’Oréal Paris Skin Care in North America, enhancing brand engagement and retail presence. Designed packaging and point-of-sale materials to improve product visibility and reinforce competitive positioning in U.S. and Canadian markets. Collaborated with marketing teams to align design with seasonal campaigns and consumer trends. Conducted trend forecasting and category analysis to guide innovative, future-facing design concepts.
DIRECTOR OF BRANDING & PROGRAM DESIGN at BON EDUCATION
May 31, 2025 - July 25, 2025Led creative direction and program development for national youth initiatives across the UAE, translating complex educational goals into engaging, brand-aligned experiences with strategic and visual impact. Directed creative strategy, brand identity, and content development for Bon Education and its flagship programs, delivering consistent, high-quality outputs across multiple workstreams. Designed and managed end-to-end rollout of learning experiences on topics such as accessibility, innovation, and inclusion, aligning program goals with timelines, stakeholders, and audience needs. Led design and facilitation of interactive workshops on creative design thinking, universal design, empathy, capacity-building, collaboration and systems thinking. Oversaw cross-functional teams to ensure timely delivery and measurable impact for clients including Expo City Dubai, ALDAR, ADEK, DIDI, and the National Multiple Sclerosis Society.
CREATIVE STRATEGY & BRAND DESIGN CONSULTANT at PROJECT BASED
January 1, 2018 - PresentProvided strategic consultancy in brand identity and packaging design for global FMCG clients and emerging startups, focusing on distinctive, consumer-centric visual systems. Led visual identity and packaging initiatives for brands under Danone, General Mills, and Colgate-Palmolive across diverse categories. Directed branding and packaging system development for U.S.-based agencies, delivering standout solutions across dairy, beauty, and haircare. Conducted category audits, brand architecture mapping, concept ideation, and trend assessments. Advised on brand identity, packaging, and design strategy with deep expertise in consumer insight and experience design.
SENIOR GLOBAL DESIGN MANAGER at KIMBERLY CLARK
April 30, 2017 - July 25, 2025Led the global design transformation of Huggies, establishing a unified brand vision and scalable design systems across North America, Latin America, and Southeast Asia, driving brand consistency and operational efficiency. Developed and launched Huggies’ first global brand identity system, standardizing visual assets, design principles, and packaging across regions. Created global photography guidelines to align brand storytelling. Collaborated with regional leaders to translate global strategy into locally relevant design solutions. Directed agencies and production partners ensuring seamless execution and creative excellence from concept to shelf.
SENIOR DESIGN MANAGER FABRIC-CARE at PROCTER & GAMBLE
September 30, 2013 - July 25, 2025Led design transformation of P&G’s North America fabric care portfolio, elevating shelf impact, innovation, and brand distinction across Downy, Gain, and Bounce. Translated consumer insights into strategic design frameworks, introducing visual segmentation and brand architecture enhancing product navigation and storytelling. Collaborated with cross-functional teams to launch design-led product innovations like Gain Flings and Downy Unstoppables. Directed packaging initiatives aligning design with business objectives and shopper needs. Managed agencies and production partners maintaining design standards and cross-brand consistency.
SENIOR DESIGN MANAGER VIDAL SASSOON at PROCTER & GAMBLE
December 31, 2011 - July 25, 2025Led strategic revitalization of Vidal Sassoon in Southeast Asia, defining a 10-year brand vision and delivering cohesive design solutions across Japan, Hong Kong, and China. Integrated long-term brand vision into business planning, aligning packaging and design with regional market strategies. Directed multi-agency teams to deliver consistent premium brand experiences across packaging, in-store, and advertising. Conducted design research to identify cultural and category-specific opportunities. Built a high-performing regional design team, strengthening design capability for the APAC haircare business.
DESIGN MANAGER PANTENE at PROCTER & GAMBLE
May 31, 2010 - July 25, 2025Managed brand identity and packaging design strategy for Pantene in North America, strengthening design consistency, shopper impact, and business alignment. Established global–regional design partnerships to ensure local insights informed global brand direction. Led development of packaging and point-of-sale design systems elevating brand visibility and purchase intent across U.S. and Canada. Collaborated cross-functionally to align creative execution with marketing and commercial priorities. Directed external agencies to maintain design excellence and brand consistency.
ART DIRECTOR at L’OREAL PARIS
August 30, 2006 - July 24, 2025Led packaging and in-store design initiatives for L’Oréal Paris Skin Care in North America, enhancing brand engagement and retail presence. Designed packaging and point-of-sale materials improving product visibility and competitive positioning in U.S. and Canadian markets. Collaborated with marketing teams to align design with seasonal campaigns and consumer trends. Conducted trend forecasting and category analysis guiding innovative design concepts to maintain brand relevance.
Education
M.S at Pratt Institute NY, NYC. USA.
January 1, 2003 - December 31, 2005BFA at Universidad Iberoamericana, MX.
January 1, 1998 - December 31, 2002M.S Packaging Design at Pratt Institute NY, NYC, USA
January 1, 2000 - December 31, 2001BFA Graphic Design at Universidad Iberoamericana, MX
January 1, 1992 - December 31, 1996M.S at Pratt Institute NY, NYC. USA
January 1, 2000 - December 31, 2002BFA at Universidad Iberoamericana, MX
January 1, 1994 - December 31, 1998Qualifications
Human-Centered Systems Thinking
January 1, 2024 - December 31, 2024AI for Design Thinking
January 1, 2024 - December 31, 2024Human-Centered Systems Thinking
January 1, 2024 - December 31, 2024AI for Design Thinking
January 1, 2024 - December 31, 2024Human-Centered Systems Thinking
January 1, 2024 - December 31, 2024AI for Design Thinking
January 1, 2024 - December 31, 2024Industry Experience
Consumer Goods, Education, Non-Profit Organization, Professional Services, Retail, Government
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
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