WHERE I COME FROM:
I was born and raised in Honduras and moved to the US, permanently, in 2015. After studying economics, political science and even early childhood development, I found my true calling in design and advertising. As a kid I always loved space and as a designer, my aesthetic is closely tied back to it. Astronomy inspires me.
WHAT I DO:
I concept and produce holistic experiences that take into account architecture, design, digital, social and just about anything else that can go with it. That’s because my work has developed as a sort of tour de force across multiple creative industries and agencies, several countries, and two (+) languages.
Fred Meyer Jewelers • Creative Director, 10.2018
As creative director for Fred Meyer Jewelers and Littman Jewelers, I was instrumental in defining the creative approach for all national communications. With close to 300 stores around the country, updating the creative look and feel was my main priority, while bridging communication and teamwork between departments and disciplines. The improvements I made to digital marketing resulted in a drastic improvement in sales.
Led a team of art directors, designers, developers, copywriters and vendors, serving as the creative voice for the company.
Created and strategized 360° campaigns based on yearly and quarterly sales goals.
Worked closely with merchandise buyers and the ecommerce team to reach sales goals through the use of marketing tactics.
Directed photoshoots with staged product and/or models to help capture the creative vision for each campaign.
Improved email and digital marketing strategy.
Attended and lead meetings with executive team on a regular basis to update on analytics, progress, and creative development.
Aided in bringing in digital talent, and working with them to update the digital landscape for both companies.
Happy Lucky • Freelance Designer, 06.2018
In my role as freelance designer at Happy Lucky, I work with the Adidas creative team in a supportive role, making myself available nights and weekends to meet each project deadline.
Contributed to brainstorming efforts and ideation
Rendered 3D models while planning nationwide activations across the full range of retail establishments
Designed and delivered presentation decks, creative collateral, and mock ups in order to meet the evolving client expectations
Planned in-store activations, including in-store displays, social media integration, and seeding kits
Worked with Influencers; identifying, contacting and planning their role throughout the product launch
Initiated social media and roll-out calendars to create a more organic, viral launch
Implemented new ways to use social media as a medium to create a more exciting and dynamic campaign.
Porkbun • Design Director, 10.2017 - 09.2018
At Porkbun I lead all marketing efforts and launched a complete design overhaul as the company reached a notable level of growth and recognition. I played the role of account service, project management lead, design and production.
Revised and reorganized the company’s brand structure based on audience (B2B, B2C).
Designed and developed a new brand identity, including a more successful UI.
Deployed a successful affiliate program which included digital communications, software development, and direct mail.
Educated the company on best branding practices as part of the marketing overhaul.
Directed all marketing efforts, overseeing everything from concept to copy and design to production.
Helped revamp the user interface of www.porkbun.com, following a user experience exploration and study.
TBWA\ Integer • Art Director, 10.2015 - 10.2017
As lead art director for Pella’s premium line of windows and doors, I designed the creative while developing the strategy behind their most successful product launch campaign in history.
Responsible for the concept, design and execution of high-level campaigns targeting consumers throughout the shopper marketing journey.
Aided in new business pitches and brainstorms.
Developed case studies and award-level presentations.
Worked closely with teams throughout the network to create holistic campaigns and launches.
Fulfilled extra-departmental roles: copywriting, translating, illustration and animation.
Presented creative ideas to internal teams and clients.
Organized, designed and facilitated the development of the updated Pella Contractor program email campaign.
JDG Creative Labs • Freelance Art Director, 03.2015 - 09.2015
I was brought in as a freelance consultant specifically for my expertise in print packaging design. I was given the freedom to work with local printers to develop the best quality products with the budget that we had.
Achieved a high-level understanding of printing processes.
Facilitated the creative and printing processes for local small business clients.
Gained experience in roles like media buying and account service, while working at a boutique agency.
Ogilvy & Mather • Art Director, 06.2013 - 02.2015
Alongside my daily roles I was also part of the creative team responsible for brainstorming, designing and producing award-level work. My daily responsibilities included:
Led a team of designers, copywriters and art directors through the concept and launch of multiple nation-wide campaigns.
Directed photoshoots and TV spots.
Managed asset library, asset guidelines and asset buys.
Designed advertising look and feel, based on global toolkit/guidelines.
Collaborated frequently with media and PR teams to deliver print ads, outdoor media, activation and shopper experience, digital ads and social media.
Presented creative ideas to internal teams and clients.
Saku • Founder & Creative Director, 12.2012 - 12.2014
This uniquely designed experimental art magazine was a side project I launched with a few colleagues. It redefined the editorial style in its community and has received international recognition for its unique art-like design.
Coordinated, directed and retouched photoshoots.
Identified collaboration opportunities with artists throughout Latin America to create unique content.
Designed new layouts for every edition.
Translated, illustrated and scouted for each issue as needed.
Managed business-facing aspects including obtaining sponsorship and media sales from local businesses.
Appalachian State University Resident Assistant, 08.2007 - 06.2009
As an outstanding member of the Residence Hall community, I was inducted into the National Residence Hall Honorary the year I became an RA. I also held the role of Vice President of Service, helping organize several hours of community outreach for our chapter of NRHH.
Supervised 28-32 students in my residence hall.
Served as a community leader, offering advice to my residents on a broad range of collegiate issues.
Planned inter-departmental programs, aimed to involve students with relevant collegiate and community departments and organizations.
Revamped art for community integration including name tags, program posters and additional signage.
UNITEC Graphic Communications
Universidad Nacional Padagogica Preschool Education
Appalachian State University Political Science & Economics, Spanish
COURSES & WORKSHOPS
UI/UX Amanda Morrow
Bid Ideas Fabiana Renault, Escuela Superior de Creativos Publicitarios
The Big IdeaL Ranjiv Ramgolan, Ogilvy Latin America
AMA Innovation Awards Best of Category • Direct Marketing, 2018
AMA Innovation Awards Best of Category • Interactive Marketing, 2018
AMA Innovation Awards 2nd Place • Integrated Marketing, 2018
American Advertising Awards Gold • Integrated Campaign, 2018
American Advertising Awards Gold • Video Series, 2018
American Advertising Awards Silver • Photography, 2018
American Advertising Awards, Silver • Illustration, 2017
Festival Antigua Bronze • Print Ad, 2016
Festival Caribe Silver • Print Ad, 2016
Natural Recall Venice Italy
RAW Omaha, Nebraska
Female Gaze Des Moines, IA
Plein Air Des Moines, IA
80/35 Posters Des Moines, IA
AIGA ALLCAPS Des Moines, IA
National Residence Hall Honorary
Lambda Theta Alpha Latin Sorority
13 People On How They Responded To “What Are You?” As Children And As Adults
Contributed to article by Lia Beck for Bustle, 09.2018
20 Collaboration Skills Every Marketing Manager Needs
Contributed to article by Max Benz, 07.2018
30 Incredible Women Designers From The World Of FIFA!
Was featured in article by Janil Jean, 06.2014
Adobe After Effects
Sketch + Invision
Misc Skills & Hobbies:
Dungeons & Dragons
Writing & Translating
Organizations & Volunteer:
Girl Scouts of America
Portland Ad Fed
Ladies Get Paid
Portland Women in Tech
Latinas in Tech
ADIDAS | APPLE | ALIANT ENERGY | BALDWIN | BAPE | CHRYSALIS | CLARO | COCA-COLA | ESPN | FRED MEYER JEWELERS | GRIPEX | GO NUNU | HOTEL HONDURAS MAYA | HUAWEI | KOHLER | KUKULKAN (LGBT+ RIGHTS) | LG | LITTMAN JEWELERS | MATTEL | PELLA | PORKBUN | REPUBLICA DE HONDURAS | SAFETY FIRST | SAVE THE CHILDREN | TEDX | WIT COMMUNITY COLLEGE | ZAMBOS | ZIXX
Please feel free to contact me with questions about my work or if you're interested in working with me in the future.