I am
that
strategist
I am a strategist...
My professional background reflects a deep experience in strategic thinking applied to communication in the process of brand building and management.
I have held global leadership positions in world-renowned advertising agencies, designing communication strategies for brands such as Danone Waters, Seat, Gallina Blanca, Avecrem, J&B, and Absolut Vodka, among many others.
My approach combines a deep understanding of markets, competition, consumer behavior, audience segmentation, and the adaptation of global strategies to local realities.
In addition to my specialized academic training – which includes a PhD in Audiovisual Communication and Advertising – I am able to approach complex challenges with rigor and creativity. This balance between practical experience and conceptual knowledge positions me as a strategist who not only identifies opportunities but also designs effective action plans to maximize brand equity and increase brand value.
... Communications
The quality of communication denotes the quality of the relationship.
A well-designed communication strategy transforms a brand’s promise into a tangible reality, managing expectations and generating affinity with its audiences. From defining relevant and motivating messages to ensuring they are delivered efficiently, communication is the pillar that supports the positioning of any brand in a competitive market.
I have also seen that internal communication is key to aligning teams and fostering organizational commitment, ensuring that both employees and consumers share the same strategic vision. Brands are born and managed from the inside out.
... in Brand
A brand is an attractive promise, fulfilled and well fulfilled.
As a global director of strategic planning, I have led the development of global brand platforms, the introduction of products into new markets, and the creation of integrated communication strategies for some of the world’s most iconic brands. I help define what brands can promise to make them more attractive and competitive.
I have also worked closely with marketing and human resources teams to implement internal branding programs, strengthening both brand identity and employee engagement. My ability to combine market analysis, creativity and tactical execution has allowed me to bring tangible value to every project I’ve been involved in.
Some of the brands
I have worked for
“Flow occurs when a challenge in front of us matches our abilities to address it.”
– Mihaly Csikszentmihalyi
01
Asking the right questions
Asking the right questions is a key element to ensure that strategies are effective, consistent, and aligned with established objectives. It comes from a combination of solid and thorough technical preparation, broad experience, and constant curiosity. In short, it’s the result of understanding the nature of the brand and its competitive space in order to propose action plans that are efficient and profitable.
I interpret data, generate and evaluate alternatives to help the choice of the optimum solution. I supervise the course of action to its completion.
“Good judgment comes from experience, and experience often comes from bad judgment.”
Rita Mae Brown
02
Increasing persuasion
As the saying goes, “In the blacksmith’s house, the knives are wooden” — but not in this one. Here, all the tools are precision tools. One of them is the ability to convey, explain, attract, and hold attention.
To communicate is to create expectations – and for there to be satisfaction, those expectations must be met, if not exceeded.
To communicate is to generate interaction, manage emotions, persuade, and guide the relationship between the brand and its audiences. In essence, communicating means building relevant and notable arguments that spark interaction for the benefit of both sides.
“The ability to persuade others is the most powerful weapon of a brilliant mind.”
Aristotle
Promoting effective learning
to improve performance
Learning how to learn means entering a new environment where ideas are fluid and new associations are constantly formed. It requires being able to simplify concepts so that others can understand them as well — all of which is necessary to create and innovate.
Encouraging effective learning is the best way to enhance professionals’ skills. By accompanying professionals through their learning, they enter a continuous grow process that develops their judgment and improves the quality of their performance.
“The illiterate of the 21st century will not be the one who cannot read or write, but the one who cannot learn, unlearn and relearn.”
Alvin Toffler