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As a creative, revolutionary brand planner, I have expertise in cross-cultural markets both in Latin America and the US. With more than 25 years in the field, I have been an integral part of the transition of strategic planning from a simple tool to a leading discipline for translating consumer insights into brand innovation and growth. For me, planning has a key role in understanding the multicultural evolution in America and how it shapes consumers as hybrid individuals: “it is not about Hispanics anymore, it’s about American Latinos.” This was my driving force to form an agency where planning is at the core.

Through my extensive work experience, my understanding of trends has translated into identifying new business opportunities. My work experience includes General Market and Latino agencies including Leo Burneq, BBDO, Y&R and Select Communica8ons, for brands such as Citibank, Phillip Morris, Procter & Gamble, United Airlines, Heineken, Bayer, Diageo (Johnnie Walker, Tequila Don Julio), and Swarovski. My passion goes beyond building brands, combining the role of creativity, connectivity and sustainability to transform communities in today's digital era. I was also a faculty member at the Altos de Chavón School of Design, a Parsons affiliated school for more than five years, and her concern for the environment and design talent lead her to create the Origomu movement – a recyclable artwear community of 300 designers from 25 countries. 

Local cultures and experiences across categories have shaped my vision of the Latino consumer as a cultural citizen. Chilean born, European passport holder and US resident, I live in Harlem, NYC with my husband and 15 year old daughter.

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