ECD | Brand | Experiential | Storytelling
Executive Creative Director and agency builder with 20+ years leading brand, experiential, and storytelling work across Fortune 500 and mission-driven organizations. Known for high craft, senior stakeholder influence, and building teams and creative systems that scale.
My parents came to the US from Colombia. They worked hard, took big risks, and built a life from scratch. I grew up watching that kind of grit up close, and it shaped how I work. I like building things. Always have. Anything from ad campaigns to guitars. There’s something satisfying about starting with a rough idea and ending with something real, something that works, something people can feel.
I’ve spent the last couple decades leading creative across brand, experiential, and storytelling, mostly in rooms where the problem is complicated and the timeline is not your friend. My sweet spot is taking all that complexity and turning it into something simple, human, and easy to believe. That’s what made work like the UPS whiteboard campaign click, it wasn’t fancy language, it was clear thinking and a way of explaining things that people instantly got.
Curiosity is the through-line in all of it. I never want to feel “done” as a creative. I like learning new tools, new cultures, new ways of making things. Lately I’ve gone deep on AI, not as a replacement for taste or craft, but as a way to make my creative brain more active. It’s another instrument. It helps me explore more directions faster, sharpen the thinking, and get to better answers, especially when the stakes are high and the time is short.
I’ve led teams inside big agencies, helped build new models from the ground up, and most recently built and led an in-house team through a full rebrand for a national nonprofit. I also co-founded a toy and storytelling brand with my with Sharon, because we both love making things tangible, not just selling the idea of them.
Fun new fact, I’m now also an F1 race marshal. I like high standards, calm decision-making, and teamwork when the stakes are real. That’s how I lead. Good people, clear direction, great craft, no drama.