Building brands people connect with.
My work connects the decisions that shape a brand with the decisions that shape a product. I move from research and positioning to value propositions, portfolio strategy, go-to-market, and creative execution—helping teams carry one clear idea from strategy into the customer experience.
Across financial services, digital platforms, and new ventures, I’ve worked on brand transformations, zero-to-one launches, portfolio redesigns, AI-enabled customer experiences, adoption programs, and integrated campaigns.
Smart Insights: Turning customer data into useful financial guidance
Product strategy and adoption planning for an AI-powered financial guidance feature within Oriental’s mobile and online banking platforms. The proposition focused on using customers’ financial behavior to provide timely, personalized guidance on saving, spending, and managing money.
Oriental Biz: Organizing banking around the way businesses actually work
Product portfolio strategy for Oriental’s business-banking offer. Accounts, lending, payments, remote deposits, and cash-management tools were organized under one recognizable umbrella, with tiered packages designed around the needs and scale of different businesses.
Making premium banking feel earned rather than exclusive
Product positioning and messaging architecture for Oriental’s premium relationship account. I helped turn seven balance levels and a complex set of benefits into a clearer proposition: customers receive more value as they deepen their financial relationship with the bank.
From checking account to a platform for financial progress
Product positioning and launch strategy for Oriental’s primary retail checking offer. Cuenta Libre evolved from a no-fee account into an entry point for financial progress, while Libre Plus rewarded customers who added savings and qualifying direct deposit. The program generated $24.4 million in net-new retail deposits.
A new brand strategy for Oriental Bank in 2026
After six years of digital transformation, Oriental’s 2019 brand platform no longer reflected the bank it had become. I helped translate research on how Puerto Ricans experience progress into a customer-centered strategy and practical brand system spanning marketing, products, service, and customer experience.
Campaigns: Banking that feels like someone’s listening
A campaign platform that transformed traditional banking communication into stories centered around real people, real progress, and meaningful connections.
Building an owned digital media platform for a leading Latin American fitness creator
COVID-19: A different kind of Christmas
The strategic shift that transformed a local bank into a brand people believed in
A complete brand transformation that shifted Oriental from a functional banking institution into a more human, meaningful brand—creating a new positioning, identity, and marketing foundation.
Zero-to-one brand and go-to-market development for a luxury activewear company
Built a luxury activewear brand from the ground up, defining its positioning, identity, and voice around the strength, discipline, and elegance of movement.