I have more than 20 years of experience leading art direction, brand identity, branding, and packaging design projects for consumer goods, retail, and international licensed brands. As a Lead Designer and Category Manager, I have managed the creative development process from strategy and concept through final production, coordinating cross-functional teams and collaborating closely with marketing, sales, product development, and both domestic and international suppliers.
I have developed visual identities, branding systems, and packaging for categories including food, home goods, pet products, toys, board games, and other consumer products, tailoring solutions to the needs of different markets, including Latin America. My experience includes brand architecture, structural and graphic packaging design, line extensions, artwork adaptation for multiple countries, print and production oversight, and ensuring brand consistency across every customer touchpoint.
Throughout my career, I have worked with major retailers and global brands, developing products for Walmart, Target, Home Depot, At Home, Hobby Lobby, TJX, and others, always taking into account the commercial and cultural nuances of each market. I have also led packaging projects for the Mexican market, collaborating with local clients and manufacturers to deliver competitive, production-ready solutions.
My approach combines strategic thinking, creativity, technical expertise in materials and printing processes, and team leadership to create brands and packaging that strengthen product identity, enhance shelf presence, and drive commercial success.
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