Professional experience

Creative and brand strategy – Freelance post-covid
2018-Present

• Insights, workshops, creative strategy and design leadership for tech start-ups, fintech, consumer packaged goods, recruitment agencies and other sectors

• Innovative solutions to a variety of problems e.g. Lagging sales, aging customer base, new competitive moves, squeezed margins, failing packaging, MVP budget control or low engagement

• New technology and retail experience concepts in the Metaverse with NFTs and blockchain

Regional director - Big Design Latin America
2015-2017

• Pioneered the region’s first UX design conference with Disney, Microsoft, Sabre and O`Reillys

• Developed and delivered design-thinking education program with Univ. Dallas Texas

• Planned design-thinking workshops to 1000s of professionals and students from 6 countries

Brand strategist / Creative director - Y&R in Latin America
2010-2016

• Trouble-shooting client’s in-house marketing teams. Team, creative direction and efficiency

• Oversight of projects from consumer insights to strategy, design and production internationally in various markets including: Alco-Bev, CPGs, petro-industry and construction

• Developed products packaging for over 500 Gourmet, CPG and FMCG products

Consumer insights researcher - Y&R in Latin America – Freelance
2008-2010

• Safaris, mystery customer, anthropological research, product testing, focus group interviews, laddering interviews and hierarchical value maps. Developed market changing strategic process under the mentorship of the VP of consumer insights

Customer experience consultant – Supermercados Favorita – Freelance
2008-2010

• Responsible for the ongoing iterative experience improvement projects backlog. Prioritisation, review and planning. Short weekly summary report to board of directors and commercial VPs

• Consulting on budget, logistics, lead times and scheduling with project manager

• International benchmarking against international supermarkets

Head of R&D (Proposition, brand and packaging) Van de Deijl Group
2006-2008

• Developed new propositions for a large flower exporter and distributor group

• Designed and tested new packaging concepts for new distribution and display scenarios

• Full oversight from of manufacturing, supply chain, budget, branding and design

Business development consultant – Ecuadorian Government and Expoflores
2005-2006

• Commissioned by public-private investor to identify commercial opportunities for the Ecuadorian flower exports sector

• Identified key insights and value-added opportunities including opportunities to use disruptive supply chain and payment technology

• Resulted in the establishment of a fast growing and highly profitable new market sector

Pre-2005

• Board advisor; Business development. Editorial direction for commercial growth. SPG plc

• UK sales and marketing manager. Health and Beauty Gmbh

• Global creative procurement manager: On-brand value engineering at Signwaves Ltd. POP, merchandising and packaging. (P&G, Am-Bev, Heineken, Tescos)

• Trouble-shooting consultant at `The millennium dome´ exhibition in Greenwich, London. with Prof. PY Gerbeau and his turnaround team.  (45,000+ visitors per day)