March 2026 – Present

Lead brand, communications and social strategy for Porsche across Latin America, helping translate a global luxury brand into culturally relevant work across diverse markets.

Shape regional strategy across brand platforms, launches, social ecosystems, community building and major cultural moments, translating Porsche’s global platform, There Is No Substitute, into culturally relevant work across everything from Carrera Panamericana and electric mobility to market specific initiatives.

Partner closely with creative, account, data and client teams to turn business challenges into clear strategic direction, build stronger briefs and frameworks, and push ideas from communication into participation, experience and community.

Also help grow the strategy function through mentoring and creating stronger collaboration across disciplines.

June 2025 - March 2026

Partnered with agencies including GUT, Known, Ogilvy, República Havas and The Community across brand, communications, social and cultural strategy.

Worked across pitches, positioning, go-to-market planning, creative briefs, social ecosystems, audience strategy, competitive intelligence and workshops. Often stepping into fast-moving assignments where teams needed senior strategic thinking quickly.

Helped turn complex business and cultural challenges into simple, usable strategic platforms that creative teams could actually build from.

Worked across categories and markets, bringing together cultural insight, audience behavior, brand strategy and communications thinking rather than treating them as separate disciplines.

April 2022 - May 2025

Led strategy for top clients across CPG, health and purpose driven categories, translating business challenges, goals and insights into clear, nuanced creative work that delivered results.

Drove 40% sales growth and ‘Legendary’ ad scores for Victoria beer, and supported Sargento’s rise to a 1.8 billion dollar category leader.

Built strategic foundations spanning positioning, platforms, frameworks and briefs that made work consistent, resonant and market smart.

Partnered with creative, account and data teams to ensure ideas were insight led, data backed and effective across every touchpoint.

Spearheaded cross-functional workshops with clients and partner agencies to define brand architecture and unlock solutions to core business challenges.

Mentored and managed junior strategists, fostering a culture of collaboration and excellence.

January 2015 - June 2021

Led multicultural strategy across key accounts, creating culturally resonant campaigns recognized by Cannes Lions, Clio, Effie and Mosaic Awards.

Rooted campaigns in cultural and behavioral insight, informed by market trends and competitive dynamics, helping brands connect with diverse audiences and stand out with relevance.

Partnered with clients to define business challenges and success metrics, then mapped clear strategic pathways to guide comms and creative.

Analyzed research, social listening and data into strategic insights that shaped brand strategy, messaging and campaign development.

November 2013 - December 2014

Built data-driven audience profiles using Simmons, guiding messaging, media and segmentation across social, digital and traditional channels.

Applied a multicultural lens throughout, ensuring cultural nuance, inclusive storytelling and behavioral insight shaped creative strategies.

Provided clients with strategic solutions grounded in audience understanding and cultural signals, helping increase engagement and optimize execution across channels.

Febuary 2007 - 2013

Participated in cultural audits, immersions, competitive reviews and research — often grabbing a camera to capture real voices and bring the consumer closer to various teams.

Helped design and deliver Disruption® workshops, guiding clients toward bold new strategic directions and new brand territories.

Supported the full strategic process, from early insight and brief development to concept validation and campaign rollout.