Ximena Herrera

Designed growth-focused creative campaigns for top restaurant partners across LATAM, improving brand visibility and conversion. Contributed to the visual launch of premium restaurant brands, strengthening Rappi’s brand perception and category presence. Collaborated with agencies and marketing teams to ensure visual consistency across in-app and out-of-app touchpoints. Produced paid-media optimized visual assets for Meta and Google Ads, following best practices and performance metrics.

Led the visual identity system and brand evolution strategy, ensuring alignment between product design and business objectives. Created AI-enhanced visuals for physical/virtual cards, packaging, and onboarding kits to boost acquisition and retention. Designed 3D and flat mockups consistent with the app design system to improve visual coherence and UX alignment. Implemented AI-driven content workflows using tools such as Midjourney, ChatGPT, Gemini, HeyGen, Sora, and ElevenLabs to scale production across paid media (Google, Meta). Built internal AI agents for design automation to democratize brand aesthetics and increase team efficiency. Directed creative production for organic and paid campaigns using AI experimentation and trend analysis, coordinating cross-department collaboration across design, marketing, and product.

Designed visual identities and digital campaigns for diverse industries to improve brand recognition and engagement. Supported clients with content strategy and creative direction tailored to specific audiences and goals.