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 Solutions: Collecting Latinx community insights through qualitative ethnography and generalized research for a non-profit in Santa Ana, CA. Designing and facilitating interactive strategy and foresight sessions based on findings.
• Web Solutions: Restructuring digital tools for a Thought Leader to drive web traffic, contact base engagement, and book sales. Optimizing systems and data based on website visits and email campaign strategies. Ensuring all email, website, and social media experiences are clear and user friendly.
• Design Solutions: Elevating the impact of a series of workshops for a Leadership Coach through visual design. Collaborating closely with the client to craft visually compelling and engaging materials for multiple clients, effectively conveying their expertise and message.
Aug 2022 – Dec 2022
Treats.
Consultant Design Strategist
Los Angeles, CA
Worked as part of a team with Treats to enhance their business model, leading to significant improvements for this new burnout recovery community. Analyzed their current business model and identified areas for refinement. By leveraging their strengths and addressing their weaknesses, we developed a more sustainable and effective structure for their operations. This involved standardizing event and course processes, optimizing partnerships, and crafting a marketing strategy emphasizing Treats' unique offerings and positioning them as a new solution for burnout in Los Angeles.
Jan 2022 – May 2022
Public Glass
Consultant Design Strategist
San Francisco, CA
Collaborated closely with a team to conduct a comprehensive analysis of Public Glass's finances, operations, and organizational structure. Developed practical recommendations that addressed pain points while aligning with the company's strategic goals. This resulted in a marketing and sales processes assessment, leading to necessary changes to attract more corporate sales. Anticipated implementation of recommendations to guide Public Glass through post-pandemic market uncertainties.
Mar 2018 – Nov 2022
Red Rock Interactive
Senior Designer
Denver, CO I Bogotá, Colombia
Optimized collaboration in a Digital Marketing Agency between the Colombian creative team and Denver management using project management tools. Coordinated simultaneous creative projects with the media department and a team of 5 professionals while maintaining clear client communications.
Designed and supervised high-performing online ads, landing pages, eCommerce and automations for campaigns with monthly ad spend ranging from $1,500 to $120,000 USD. Leveraged data-driven analysis of user behavior and performance metrics to identify areas for improvement using Conversion Rate Optimization strategies. 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
Crafted comprehensive branding solutions across digital, print, and physical mediums for 5 residential construction projects. Collaborated with architects, management and workers in diverse activities such as designing showrooms and sales materials. Elevated 2 restaurants, 2 boutique hotels, and 1 commercial building through the creation of unique, captivating brand identities.
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