My career has taken an unconventional path, and that’s one of the things I value most about it. I spent nearly twenty years in New York and San Francisco’s contemporary art world, working with galleries, artists, collectors, and exhibitions before transitioning into digital commerce. That foundation taught me the importance of visual storytelling, thoughtful presentation, and creating memorable experiences—principles that continue to shape how I approach every website and brand I work with today. Over the past several years, I’ve focused on Shopify, ecommerce operations, merchandising, UX, and digital project management, helping businesses create engaging online experiences that are both beautiful and effective. I enjoy collaborating with clients to understand what makes their brand unique and translating that into a seamless digital presence. Whether I’m refining a customer journey, organizing complex product catalogs, or building a site that reflects a distinctive brand identity, I bring a creative eye, technical problem-solving, and a genuine enthusiasm for thoughtful design.

My career has taken an unconventional path, and that’s one of the things I value most about it. I spent nearly twenty years in New York and San Francisco’s contemporary art world, working with galleries, artists, collectors, and exhibitions before transitioning into digital commerce. That foundation taught me the importance of visual storytelling, thoughtful presentation, and creating memorable experiences—principles that continue to shape how I approach every website and brand I work with today. Over the past several years, I’ve focused on Shopify, ecommerce operations, merchandising, UX, and digital project management, helping businesses create engaging online experiences that are both beautiful and effective. I enjoy collaborating with clients to understand what makes their brand unique and translating that into a seamless digital presence. Whether I’m refining a customer journey, organizing complex product catalogs, or building a site that reflects a distinctive brand identity, I bring a creative eye, technical problem-solving, and a genuine enthusiasm for thoughtful design.

Available to hire

My career has taken an unconventional path, and that’s one of the things I value most about it. I spent nearly twenty years in New York and San Francisco’s contemporary art world, working with galleries, artists, collectors, and exhibitions before transitioning into digital commerce. That foundation taught me the importance of visual storytelling, thoughtful presentation, and creating memorable experiences—principles that continue to shape how I approach every website and brand I work with today.

Over the past several years, I’ve focused on Shopify, ecommerce operations, merchandising, UX, and digital project management, helping businesses create engaging online experiences that are both beautiful and effective. I enjoy collaborating with clients to understand what makes their brand unique and translating that into a seamless digital presence. Whether I’m refining a customer journey, organizing complex product catalogs, or building a site that reflects a distinctive brand identity, I bring a creative eye, technical problem-solving, and a genuine enthusiasm for thoughtful design.

See more

Language

Spanish; Castilian
Fluent

Work Experience

Creative Brand Director & Digital Operations Lead at Mobius Concrete
March 1, 2025 - January 31, 2026
Owned Shopify storefront conversion performance, optimized merchandising, product pages, and on-site experience to support revenue growth across product launches and campaigns. Led cross-functional site initiatives from intake through deployment, ensured QA and pre-launch testing, and translated campaign strategies into high-converting on-site experiences. Developed data-driven merchandising and workflow processes, integrated backend systems (Shopify, HubSpot, SOS Inventory), and improved site performance and scalability.
Web & Product Development Lead at Allred Collaborative
March 1, 2020 - February 28, 2025
Managed and optimized a high-traffic Shopify ecommerce site, aligning priorities across marketing, merchandising, and leadership stakeholders. Optimized site structure, navigation, and collections to improve product discovery and conversion, performed QA, and led cross-functional releases. Built data validation workflows and led Shopify, QuickBooks, and Salesforce integrations to unify frontend activity with backend data.
Community Arts Program Manager at Hospitality House
October 1, 2009 - October 31, 2016
Directed operations for a city-recognized program, overseeing partnerships, fundraising, programming, and organizational visibility in a fast-paced environment. Built scalable processes, led a cross-functional team, secured sponsorships, and delivered programs with national media coverage that increased funding opportunities.

Education

Bachelor of Science in Fine Arts at New York University
January 11, 2030 - May 13, 2026
Bachelor of Science in Fine Arts at New York University
June 1, 1987 - July 1, 2026

Qualifications

Google Data Analytics Professional Certificate
January 11, 2030 - April 1, 2026

Industry Experience

Retail, Software & Internet, Professional Services, Media & Entertainment, Other, Wholesale & Distribution