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.