Education
Aug 2021 – May 2023
California College of the Arts |
Master’s of Business in Design Strategy
San Francisco, CA
Jan 2010 – July 2014
Universidad de los Andes |
Bachelor's of Design
Product & Communication Concentration
Bogotá, Colombia
Experience
Dec 2022 – Present
Consultant
San Francisco, CA
Design Strategy:
Faced the challenge of understanding Latinx community needs for a non-profit in Santa Ana, CA. Led qualitative ethnographic research and generalized studies, then designed and facilitated strategy and foresight sessions. This resulted in actionable insights that shaped the organization’s outreach and service initiatives.
Web:
Identified inefficiencies in digital engagement for a Thought Leader, impacting web traffic and book sales. Restructured website architecture, optimized email campaigns, and refined digital touchpoints. Increased engagement and streamlined user experience across web and social channels.
Design:
Enhanced the effectiveness of leadership workshops through compelling visuals. Partnered with a Leadership Coach to develop engaging materials tailored for multiple clients. Strengthened audience engagement and improved the clarity of expert messaging.
Aug 2022 – Dec 2022
Treats.
Consultant Design Strategist
Los Angeles, CA
Tackled the problem of positioning Treats as a standout burnout recovery community in a crowded wellness market. Standardized event and course processes, optimized partnerships, and crafted a targeted marketing strategy. Successfully elevated Treats’ visibility and strengthened their value proposition in Los Angeles.
Jan 2022 – May 2022
Public Glass
Consultant Design Strategist
San Francisco, CA
Public Glass struggled with financial and operational inefficiencies, limiting corporate sales growth. Conducted an in-depth analysis of finances, operations, and organizational structure, delivering strategic recommendations. Resulted in a refined marketing and sales strategy, positioning the company for increased corporate partnerships and post-pandemic stability.
Mar 2018 – Nov 2022
Red Rock Interactive
Senior Designer
Denver, CO I Bogotá, Colombia
The Colombian creative team faced communication gaps with Denver-based management, slowing project execution. Implemented project management tools to streamline workflow, aligning a five-person team with U.S. operations. Improved efficiency and collaboration across departments.
Designed and managed the development of high-performing ads, landing pages, eCommerce, and automation workflows for campaigns with budgets from $1,500 to $120,000 per month. Improved efficiency and performance through continuous iteration based on data. Worked closely with cross-functional teams to reduce Cost Per Click and align SEO strategies with broader marketing goals.
Mar 2015 – Mar 2018
La Trocha Construction I Bricology Studio
In-house Designer
Bogotá, Colombia
Branding efforts for residential and commercial projects lacked cohesion and impact. Developed branding solutions across digital, print, and physical media for five residential projects, collaborating with architects and management. Created immersive showroom experiences and persuasive sales materials, enhancing project appeal.
Boutique hotels, restaurants, and commercial spaces needed distinct identities to differentiate in the market. Designed unique, memorable brand identities for two restaurants, two boutique hotels, and one commercial building. Elevated brand recognition and market positioning through strategic design.
Skills, Tools
& Interests
Skills
A/B Testing
Client Communication
CR Optimization
Branding
Business Planning
Design Strategy
Interview Moderation
Project Management
Prototyping
Qualitative Data Analysis
Quantitative Data Analysis
Roadmapping
User Research
Web Design
Value Proposition Design
Visual Design
Tools
Active Campaign
Adobe Creative Suite
Asana
Google Analytics
Google Workspace
Hubspot
Instapage
Miro
Slack
Unbounce
WordPress
Zapier
Languages
Native Spanish
Fluent English
Interests
Reef-keeping
Marine biology & nature
Bonsai, plants & terrariums
Motorcycles & mechanics