Soy director creativo y estratega de marca con más de 20 años de experiencia internacional desarrollando y posicionando marcas en Europa, Norteamérica y Latinoamérica. Mi enfoque es transformar la creatividad en valor de negocio mediante plataformas de marca, sistemas de comunicación y narrativas capaces de generar relevancia cultural, crecimiento sostenible y expansión de mercado.\n\nMi trabajo integra visión estratégica, sensibilidad cultural y liderazgo creativo para construir marcas con identidad, coherencia e impacto duradero. Ayudo a las organizaciones a evolucionar más allá de la visibilidad, creando conexiones auténticas y significativas con sus audiencias en entornos globales en constante cambio.…

Roberto Castaneda

Soy director creativo y estratega de marca con más de 20 años de experiencia internacional desarrollando y posicionando marcas en Europa, Norteamérica y Latinoamérica. Mi enfoque es transformar la creatividad en valor de negocio mediante plataformas de marca, sistemas de comunicación y narrativas capaces de generar relevancia cultural, crecimiento sostenible y expansión de mercado.\n\nMi trabajo integra visión estratégica, sensibilidad cultural y liderazgo creativo para construir marcas con identidad, coherencia e impacto duradero. Ayudo a las organizaciones a evolucionar más allá de la visibilidad, creando conexiones auténticas y significativas con sus audiencias en entornos globales en constante cambio.…

Available to hire

Soy director creativo y estratega de marca con más de 20 años de experiencia internacional desarrollando y posicionando marcas en Europa, Norteamérica y Latinoamérica. Mi enfoque es transformar la creatividad en valor de negocio mediante plataformas de marca, sistemas de comunicación y narrativas capaces de generar relevancia cultural, crecimiento sostenible y expansión de mercado.\n\nMi trabajo integra visión estratégica, sensibilidad cultural y liderazgo creativo para construir marcas con identidad, coherencia e impacto duradero. Ayudo a las organizaciones a evolucionar más allá de la visibilidad, creando conexiones auténticas y significativas con sus audiencias en entornos globales en constante cambio.

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Language

Spanish; Castilian
Fluent
English
Fluent
Italian
Intermediate

Work Experience

Director Creativo Sénior | Estrategia de Marca & Desarrollo de Negocio at TW Creative – Madrid, España
January 1, 2024 - Present
Lead the development and strengthening of brands for the European market; design and execute integrated marketing and communication strategies aimed at audience acquisition, visibility and market expansion; coordinate creative and multidisciplinary teams to ensure strategic excellence and consistent execution; develop strategic alliances and new business opportunities to expand the agency footprint.
Director de Marca | Estratega de Comunicación & Marketing at TW Creative – Vancouver, Canadá
January 1, 2010 - December 31, 2023
Led brand strategy for clients in luxury, tourism, technology, fashion, consumer, sustainability and corporate sectors, achieving solid repositionings and high-impact multichannel campaigns. Designed and implemented internal and external communications systems that increased engagement by over 48%, improving corporate reputation and retention. Directed brand transformation, storytelling and portfolio architecture, strengthening narrative coherence and digital positioning. Improved SEO and content performance through narrative strategies and structural optimization. Managed remote, multicultural teams and coordinated brand operations across North America and LATAM.
Founder | Director Creativo Ejecutivo at Themeworks us – Miami / New York, United States
January 1, 2000 - January 1, 2010
Founded and ran a creative consultancy specializing in branding, advertising and communications strategy. Advised global brands such as Swatch and Patrón, as well as international agencies (McCann, Euro RSCG, Saatchi & Saatchi, FCB) on high-impact campaigns and market expansion. Led development of brand identities, strategic platforms and integrated experiences for new channels and audiences. Designed corporate identity projects that strengthened emotional connection and engagement in international markets.
Director Creativo Senior at McCann Worldgroup – Medellín, Colombia
January 1, 1998 - January 1, 1999
Supervised creative operations for leading brands in consumer goods, tourism and telecommunications. Aligned creativity with business objectives to maximize impact and effectiveness of national campaigns.
Director Creativo Asociado at BBDO Worldwide – Medellín / Bogotá, Colombia
January 1, 1990 - January 1, 1998
Led creative strategies that boosted the agency's ranking by +15 positions in two years. Implemented creative management systems that increased efficiency, productivity and performance of the team. Contributed to strengthening competitive positioning and creative recognition of the agency.
Senior Creative Director | Brand Strategy & Business Development at TW Creative
January 1, 2024 - Present
Lead brand strategy and marketing initiatives for European markets, driving positioning, visibility, and competitive growth. Develop and execute integrated marketing and communication strategies focused on audience acquisition and market expansion. Lead multidisciplinary creative teams, ensuring strategic alignment and high-quality execution. Drive new business development and strategic partnerships, expanding commercial opportunities across Europe.
Brand Director | Marketing & Communication Strategy at TW Creative – Vancouver, Canada
January 1, 2010 - December 31, 2023
Led brand strategy for clients across luxury, tourism, technology, fashion, consumer goods, sustainability, and corporate sectors. Delivered brand repositioning and multi-channel marketing campaigns with strong performance results. Designed internal and external communication systems that increased engagement and improved brand reputation and retention. Managed multicultural remote teams and coordinated international brand operations across North America and LATAM.
Founder | Executive Creative Director at Themeworks US
January 1, 2000 - January 1, 2010
Founded and led a creative consultancy focused on branding, advertising, and strategic communication. Advised global brands such as Swatch and Patrón, and collaborated with top-tier agencies. Led the development of brand identities, strategic platforms, and integrated communication experiences across emerging channels. Delivered corporate identity and special brand projects that strengthened emotional connection and audience engagement in international markets.
Senior Creative Director at McCann Worldgroup – Medellín, Colombia
January 1, 1998 - January 1, 1999
Oversaw creative operations for leading brands in FMCG, tourism, and telecommunications. Aligned creative vision with business objectives to maximize campaign effectiveness.
Associate Creative Director at BBDO Worldwide – Medellín / Bogota, Colombia
January 1, 1990 - January 1, 1998
Led creative strategies that improved agency ranking by 15+ positions within two years. Implemented creative management systems that increased team efficiency and performance.
Brand Director | Marketing & Communication Strategy at TW Creative
January 1, 2010 - December 31, 2023
Led brand strategy for clients across luxury, tourism, technology, fashion, consumer goods, sustainability, and corporate sectors. Delivered brand repositioning and multi-channel marketing campaigns with strong performance results. Designed internal and external communication systems that increased engagement by 48%, improving brand reputation and retention. Led brand transformation, corporate storytelling, and portfolio architecture initiatives, strengthening narrative consistency and digital positioning. Improved SEO and content performance through narrative-driven content strategies and structural optimization. Managed multicultural remote teams and coordinated international brand operations across North America and LATAM.
Senior Creative Director at McCann Worldgroup
January 1, 1998 - December 31, 1999
Oversaw creative operations for leading brands in FMCG, tourism, and telecommunications. Aligned creative vision with business objectives to maximize campaign effectiveness.
Associate Creative Director at BBDO Worldwide
January 1, 1990 - December 31, 1998
Led creative strategies that improved agency ranking by 15+ positions within two years. Implemented creative management systems that increased team efficiency and performance. Contributed to agency recognition and competitive positioning in the Colombian market.
Senior Creative Director, Brand Strategy & Business Development at TW Creative – Madrid, Spain
January 1, 2024 - Present
Lead brand strategy and marketing initiatives for European markets, driving positioning, visibility, and competitive growth. Develop and execute integrated marketing and communication strategies focused on audience acquisition and market expansion. Lead multidisciplinary creative teams, ensuring strategic alignment and high-quality execution. Drive new business development and strategic partnerships, expanding commercial opportunities across Europe.
Founder | Executive Creative Director at Themeworks US – Miami / New York, USA
January 1, 2000 - January 1, 2010
Founded and led a creative consultancy focused on branding, advertising, and strategic communication. Advised global brands such as Swatch and Patrón, and collaborated with top-tier agencies (McCann, Euro RSCG, Saatchi & Saatchi, FCB). Led the development of brand identities, strategic platforms, and integrated communication experiences across emerging channels. Delivered corporate identity and special brand projects that strengthened emotional connection and audience engagement in international markets.
Senior Creative Director | Brand Strategy & Business Development at TW Creative – Madrid, Spain
January 1, 2024 - Present
Lead brand strategy and marketing initiatives for European markets; develop and execute integrated marketing and communication strategies focused on audience acquisition and market expansion; lead multidisciplinary creative teams; drive new business development and strategic partnerships across Europe.
Director Creativo Sénior | Estrategia de Marca & Desarrollo de Negocio at TW Creative, Madrid, España
January 1, 2024 - Present
Lidero el desarrollo y fortalecimiento de marcas para el mercado europeo, impulsando posicionamiento, identidad y crecimiento competitivo. Diseño y ejecuto estrategias integradas de marketing y comunicación orientadas a captación de audiencias, visibilidad y expansión de mercado. Coordino equipos creativos y multidisciplinarios, garantizando excelencia estratégica y ejecución consistente. Desarrollo alianzas estratégicas y new business, ampliando territorios de negocio y fortaleciendo la propuesta comercial de la agencia.
Director de Marca | Estratega de Comunicación & Marketing at TW Creative, Vancouver, Canadá
January 1, 2010 - December 31, 2023
Lideré la estrategia de marca para clientes en lujo, turismo, tecnología, moda, consumo, sostenibilidad y corporativo, logrando reposicionamientos sólidos y campañas multicanal de alto impacto. Diseñé e implementé sistemas de comunicación interna y externa que incrementaron el engagement en más del 48%, mejorando reputación corporativa y retención. Dirigí procesos de transformación de marca, storytelling institucional y arquitectura de portafolio, fortaleciendo coherencia narrativa y posicionamiento digital. Mejoré SEO y rendimiento de contenidos mediante estrategias narrativas y optimización estructural. Gestioné equipos remotos multiculturales y coordiné operaciones de marca entre Norteamérica y LATAM.
Fundador | Director Creativo Ejecutivo at Themeworks US, Miami / Nueva York, United States
January 1, 2000 - December 31, 2010
Fundé y dirigí una consultora creativa especializada en branding, publicidad y estrategia de comunicación. Asesoré a marcas globales como Swatch y Patrón, así como a agencias internacionales (McCann, Euro RSCG, Saatchi & Saatchi, FCB) en campañas de alto impacto y expansión de mercado. Lideré el desarrollo de identidades de marca, plataformas estratégicas y experiencias integradas para nuevos canales y audiencias. Diseñé proyectos de imagen corporativa que fortalecieron la conexión emocional y el engagement en mercados internacionales.
Fundador | Director Creativo Ejecutivo at Themeworks us – Miami / Nueva York, United States
January 1, 2000 - January 1, 2010
Fundé y dirigí una consultora creativa especializada en branding, publicidad y estrategia de comunicación. Asesoré a marcas globales como Swatch y Patrón, así como a agencias internacionales (McCann, Euro RSCG, Saatchi & Saatchi, FCB) en campañas de alto impacto y expansión de mercado. Lideré el desarrollo de identidades de marca, plataformas estratégicas y experiencias integradas para nuevos canales y audiencias. Diseñé proyectos de imagen corporativa que fortalecieron la conexión emocional y el engagement en mercados internacionales.
Lider de Estrategia de Marca & Desarrollo de Negocio at TW Creative – Madrid, España
January 1, 2024 - Present
Responsable de liderar el desarrollo de marcas y estrategias de posicionamiento para el mercado europeo, creando identidades que equilibran creatividad, relevancia cultural e impacto comercial. Diseño campañas integradas y sistemas de comunicación que conectan la narrativa de marca con el crecimiento de audiencia y los objetivos de negocio. Impulso nuevas oportunidades comerciales y alianzas estratégicas, fortaleciendo la presencia creativa y empresarial de la agencia. Lidero equipos multidisciplinarios, promoviendo pensamiento conceptual, excelencia creativa y alineación estratégica.
Director Creativo de Marca | Estratega de Comunicación & Marketing at TW Creative – Vancouver, Canadá
January 1, 2010 - January 1, 2023
Dirigí la estrategia de marca y la visión creativa para clientes de los sectores lujo, moda, tecnología, turismo y sostenibilidad. Desarrollé narrativas de marca y campañas integradas orientadas a fortalecer el posicionamiento y la relevancia cultural. Incrementé el engagement mediante sistemas de comunicación estratégica y enfoques narrativos centrados en la audiencia. Lideré procesos de transformación de marca, redefiniendo identidad, tono y presencia digital. Gestioné equipos internacionales y operaciones multiculturales, aliando creatividad, comunicación y objetivos comerciales.

Education

Master’s Degree – Global Digital Marketing at IM Digital Business School, Spain
January 1, 2025 - February 23, 2026
Master’s Degree – Digital Marketing & Project Management at IM Digital Business School, Spain
January 1, 2024 - January 1, 2025
Business Communication Studies at University of British Columbia, Canada
January 1, 2022 - January 1, 2022
BFA – Advertising & Marketing at Universidad Jorge Tadeo Lozano, Colombia
January 1, 1985 - January 1, 1990
Master’s Degree – Global Digital Marketing at IM Digital Business School, Spain
January 1, 2025 - April 27, 2026
Master’s Degree – Digital Marketing & Project Management at IM Digital Business School, Spain
January 1, 2024 - January 1, 2025
Business Communication Studies at University of British Columbia, Canada
January 1, 2022 - January 1, 2022
BFA – Advertising & Marketing at Universidad Jorge Tadeo Lozano, Colombia
January 1, 1985 - January 1, 1990
Máster en Global Digital Marketing at IM Digital Business School
January 1, 2025 - June 22, 2026
Máster en Digital Marketing & Project Management at IM Digital Business School
January 1, 2024 - January 1, 2025
Business Communication Studies at University of British Columbia
January 1, 2022 - December 31, 2022
Licenciatura en Publicidad y Marketing at Universidad Jorge Tadeo Lozano
January 1, 1985 - January 1, 1990

Qualifications

Guest university lecturer (Advertising & Branding)
January 11, 2030 - February 4, 2026
Jury member at advertising, creativity, and design festivals
January 11, 2030 - February 4, 2026
FIAP nominations and Silver Award
January 11, 2030 - February 4, 2026
FIAP nominations
January 11, 2030 - April 27, 2026
FIAP Silver Award
January 11, 2030 - April 27, 2026
FIAP nominations
January 11, 2030 - June 22, 2026

Industry Experience

Media & Entertainment, Travel & Hospitality, Software & Internet, Retail, Professional Services, Consumer Goods