I began my career in Valencia, Spain, where I worked in television and opera production, for an advertising photographer, and with a few local agencies. After moving to the U.S. and graduating summa cum laude in advertising, I started out as a qualitative researcher. A few years later, I landed my first job as a strategic planner.

I’m a cultural Argonaut at heart: curious, courageous, and always navigating between worlds. I’ve been fortunate to live in Spain and across the U.S., and each place has added dimension to how I see the world.

Over time, that mix of cultures shaped what I think of as a cultural intuition—an instinct for how to listen, connect, and truly understand people. That perspective taught me it’s often the questions we’re instinctively drawn to ask—not just the answers—that push us to see beyond what we take for granted. That’s also what makes the best brand stories: the ones people want to live and share.

My approach is shaped by rigor, insight, and collaboration, all grounded in a sense of purpose—to help both the people and the work around me shine.