Profile
I am a creative leader with over fifteen years of experience developing and executing marketing, communications, advertising and public relations campaigns for premium brands with a focus on leading and developing brand storytelling through impactful video productions.
Skills
Corporate communications strategy and execution
Expert in all aspects of studio and field production; pre-production and post-production
Scriptwriting. Copy. Content
Competent editor and writer with knowledge on SEO
Strategic mindset with a focus on brand and business acumen
Creative strategist that ideates concepts and campaigns for multimedia, blogs, digital, video, content, web, social, CRM and retail
Experienced managing creative teams and video crews
Skilled at scoping projects, resourcing, budgeting, researching and gathering analytics
Collaborative leadership style; team motivator, detail-oriented, energetic
Expert developing creative processes and production workflows that are cost-effective
Skilled MAC/ PC user: Microsoft Office Suite & SharePoint; Smartsheet
Skilled with Adobe Creative Cloud programs, WordPress, Campaign Monitor and OPAL
Fluent in Spanish; Conversational Portuguese and French
Professional Experience
director, brand & creative
June 2022-Present
Acrisure
Remote - Grand Rapids, MI
Lead a multidisciplinary creative function responsible for enterprise storytelling, brand communications, executive communications, and video strategy across the globe.
Direct the development and execution of integrated brand campaigns that strengthen market positioning, increase engagement, and support business growth.
Oversee the creation of 200+ annual video, digital, and communications assets supporting product marketing, sales enablement, executive messaging, employee engagement, and reputation.
Partner directly with the CEO and executive leadership team to develop high-impact communications, brand narratives, and thought leadership initiatives.
Establish creative standards, workflows, governance processes, and technology platforms that improve efficiency, scalability, and brand consistency across the enterprise.
Lead agency, vendor, and production partnerships, managing contracts, budgets, and creative deliverables from strategy through execution.
Provide creative direction across brand storytelling, motion design, video production, events, digital experiences, and executive communications.
Champion adoption of emerging technologies, including AI-powered content workflows, DAM platforms, and virtual production tools to modernize creative operations.
Consult business leaders across Marketing, Sales, Technology, HR, Finance, Community Impact, and Executive Leadership to develop strategic creative solutions supporting organizational priorities.
creative Director
2022-Present
AL Media
Chicago, IL
Developed scripts for TV Ads, Radio, Mobilization, Influencers, and Digital Ads
Advised on production: video edits, motion graphics and narratives
Transcreated or translated campaigns and scripts into Spanish language
This was a freelance position supporting various high-profile clients and high-level sensitive issues in the political environment.
Director of CommunicationS, Marketing & Creative
May 2019-June 2022
University of Washington / Institute of Translational Health Sciences
Seattle, WA
Directed strategic communications, brand marketing, web, media relations, and executive communications for a nationally recognized healthcare research organization.
Served as senior communications advisor to executive leadership and principal investigators, translating complex scientific initiatives into compelling stakeholder-facing narratives.
Built integrated communication strategies spanning editorial content, digital platforms, video storytelling, podcasts, events, and public relations.
Developed and executed engagement campaigns that increased awareness of research initiatives, funding opportunities, educational programs, and organizational milestones.
Led cross-functional planning and stakeholder alignment to ensure consistent messaging across departments and audiences.
Spearheaded diversity, equity, and inclusion communications initiatives and enterprise-wide engagement programs during the pandemic.
National Marketing /Creative Director
June-December 2017
Security National Mortgage Company
Salt Lake City, UT
Directed a team of 15 creative and marketing professionals, providing leadership, coaching, performance management, and career development.
Led enterprise brand strategy, creative direction, content marketing, digital marketing, and video production initiatives supporting growth across 41 states.
Established brand standards and governance frameworks to ensure consistency across all customer and employee touchpoints.
Oversaw website strategy, UX improvement initiatives, digital optimization, and customer journey enhancements across a complex multi-site web ecosystem.
Managed agency partners, technology vendors, marketing budgets, contracts, and strategic partnerships.
Directed integrated marketing programs supporting product launches, events, conferences, and business development initiatives.
Collaborated with executive leadership to align marketing strategy with organizational growth objectives.
Senior Writer Producer
2012-2017
Creative Services In-House Agency, State Farm Insurance Headquarters
Bloomington, IL
Led multifaceted creative teams across design, copywriting, web, photography, video, and account functions to deliver integrated marketing and communications initiatives.
Directed end-to-end production of award-winning video, digital, and brand storytelling projects from concept development through final delivery.
Developed executive communications strategies and enterprise content programs that strengthened internal engagement and external brand perception.
Served as strategic advisor to senior leaders on media preparedness, messaging, public speaking, and communication effectiveness.
Built marketing and digital content strategies that increased audience engagement and strengthened brand storytelling capabilities.
Mentored emerging creative talent and contributed to a culture of innovation and creative excellence.
Earned industry recognition, including Gold ADDY and Silver TELLY Awards for creative excellence.
Received Silver TELLY® AWARD for the State Farm video Decades, 2012
Received Gold ADDY® AWARD for the State Farm video Decades, 2012
Writer Producer
2007-2012
Creative Services In-House Agency, State Farm Insurance Headquarters
Bloomington, IL
Created content, copy and video strategy for internal and external marketing campaigns and initiatives, which were utilized through multiple channels including digital and traditional tactics
Collaborated with communication writers to strategize company stories and public relations campaigns
Collaborated with communication writers to strategize company stories and public relations campaigns
Reviewed creative briefs, scoped projects and drove creative content strategy from conception to post campaign analysis across multiple advertising and marketing initiatives
Reviewed creative briefs, scoped projects and drove creative content strategy from conception to post campaign analysis across multiple advertising and marketing initiatives
Worked with the VP of Public Affairs to develop a successful national Hispanic marketing campaign to promote education and civic engagement nationwide
Mentored team members and helped them to develop their content and copy abilities
As Communications Committee Chair of the Hispanic Resource Org, launched the new SharePoint site of the group (130+members) with new brand style, news articles, blogs, company events and podcasts
Received a Silver ADDY® Award for the State Farm Booth Display at the National Council of La Raza Expo
Creative Director, Host and Producer
2009-2011
Dilo en Español /Say It In Spanish/ WJBC Español
Bloomington, IL
Oversaw radio talk show “Dilo en Espanol” (Say it in Spanish) programming
Supervised and trained interns and volunteers
Led story development and production of all podcasts
Developed communication strategy for each quarter; developed content calendar and led creative direction
Interviewed hundreds of Spanish-speaking community members and leaders to talk about their personal life stories
Discussed current events, issues and local, national and international news
Created student internship program with Illinois Wesleyan University and Illinois State University
Radio show ended in 2011 as it was a better fit for public radio
Recipient of the UNITY Award 2011 / Edward Murrow National Radio Award given to Journalist of Color committed to promoting diversity in the newsroom
Received the UNITY Award 2011 an Edward Murrow National Radio Award from Radio television digital News Association (RTDNA)
given to Journalist of Color, committed to promoting diversity in the newsroom
Creative Director and TV Scriptwriter
2005-2007
Spain and Puerto Rico
Wrote nine episodes for family sitcom "Que Familia Mi Familia" aired on Channel 6 PBS Puerto Rico through Happy Productions, Inc.
Wrote over ten episodes for family sitcom "Se Caen De La Mata" aired on Channel 4 WAPA America through Tommy Muniz Productions, Inc.
Provided creative direction and copy services for ONE Marketing, CIMMA Communications, Tere Suarez Advertising and Oracle Caribbean
Senior Copywriter
2004-2005
Arteaga & Arteaga Advertising Agency
Puerto Rico
Developed mass media strategy and advertising campaigns for the largest mortgage bank in Puerto Rico
Wrote and directed TV commercials and radio spots in collaboration with production houses
Copywriter
2002-2004
GREY Global Group
Puerto Rico
Developed strategy and advertising campaigns for PROCTER & GAMBLE Puerto Rico and Latin America
Wrote copy for TV, radio, print, outdoor media, direct marketing, and interactive media for several accounts
Wrote and directed TV commercials and radio spots in collaboration with production houses
Education
Master of Arts in English. Illinois State University, IL (Incomplete)
The International Film & Television Workshops, Producing and Directing Documentaries, Maine
Master in Screenplay. Universidad Internacional Menéndez Pelayo, Valencia, Spain
Scriptwriting (TV/Film) Post Graduate Certification. Sacred Heart Univ., Puerto Rico
Bachelor of Arts. University of Puerto Rico, Rio Piedras, PR, Magna Cum Laude