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.
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.
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.