I’m a creative leader who believes that clarity is the most powerful form of creativity. For me, strategy and storytelling are inseparable: every strong idea needs structure, and every strategy needs emotion.

Throughout my career, I’ve learned to navigate complex challenges—creating campaigns for global brands, startups, and government institutions where language, regulation, and audience trust play a crucial role. I’ve led multidisciplinary teams, guided projects from concept to execution, and helped organizations communicate confidently in highly regulated environments.

Beyond my agency work, I’ve launched and produced community initiatives like Insighters, Rifados Podcast, and FuckUp Nights Querétaro—projects that connect creatives and entrepreneurs to share experiences, ideas, and failures openly.

Now based in Amsterdam, I’m focused on collaboration and growth—partnering with teams that believe in creativity as a tool for progress, empathy, and change. My goal is simple: to keep crafting ideas that move people and make a difference.

Two people sitting at a table in a TV studio with a news program logo on a screen behind them. The woman has long hair and wears a pink dress; the man has short hair and wears a black jacket. They are engaged in conversation.
Man with curly hair and beard wearing a black t-shirt, sitting with arms crossed, in a room with brick wall. Another man with glasses and short hair, wearing a light blue shirt, is behind him, operating a professional camera.
A man with dark, curly hair, beard, and mustache, wearing a black t-shirt, standing against a light blue background, with arms crossed and smiling slightly.
A man with dark curly hair and a beard, wearing a black T-shirt that says 'F***up NIGHTS Querétaro', is holding a microphone and a small remote in front of a plain wall. He appears to be giving a presentation or speech.

PROFESSIONAL EXPERIENCE

Strategic Marketing & Brand Consultant, Sherlocked - Amsterdam, Netherlands
June 2025 – Present

  • Spearheaded the marketing launch strategy for Atlantis Protocol, a new city game combining scavenger hunt and walking tour elements.

  • Redesigned and optimized the overall marketing strategy, identifying new growth opportunities and enhancing communication formats.

  • Collaborated with cross-functional teams, including design, digital, and management, to align marketing efforts with business objectives.

  • Contributed to content creation and digital campaigns, expanding brand visibility in both digital and offline channels.

Co-founder and Director, KANE Agency - Queretaro, Mexico
May 2015 – October 2024

  • Founded and led a creative agency serving over 300 clients across four continents, managing a team of over 20 professionals.

  • Directed creative strategy, client management, and execution of campaigns in advertising, branding, BTL, and digital.

  • Developed high-impact projects such as Cerealistas (recognized as Best Practice at Kellanova) and Quiero Querétaro for the Ministry of Tourism.

  • Oversaw multidisciplinary teams, ensuring alignment of creativity with business objectives and client satisfaction.

Senior Copywriter, Leo Burnett - Mexico City, Mexico
September 2014 – December 2014

  • Crafted brand storytelling for Philip Morris (Marlboro, Chesterfield), navigating strict regulatory constraints to deliver engaging communication.

  • Developed local adaptations of global campaigns and original creative content for product launches and internal branding.

  • Contributed to successful BTL activations, employee engagement strategies, and promotional events.

Copywriter, BBDO Proximity - Mexico City, Mexico
May 2012 – August 2014

  • Created copy for global brands such as Wrigley’s Orbit, Celebrity Cruises, Azamara Club Cruises, Gillette Venus, and Bayer.

  • Co-wrote The Dictionary of Pain for Bayer, a project that participated at Cannes.

  • Coordinated national communication projects, aligning messaging across multiple platforms

Editor-in-Chief, Donde Studio - Queretaro, Mexico
January 2011 – February 2012

  • Directed editorial strategy for both a cinema magazine and an independent digital news platform.

  • Managed partnerships with film distributors and organized events such as premieres and press conferences.

  • Supervised content production, blogs, and community management to grow audiences and brand presence

PROFESSIONAL INITIATIVES

  • Rifados Podcast, Co-creator – Produced and co-hosted interviews with innovators and leaders.

  • FuckUp Nights Qro, Creative Producer – Directed and produced a quarterly event celebrating failure, where entrepreneurs and leaders share their stories.

  • Insighters, Creator – Organized conferences and meet-ups for the creative community.

  • Technical Jury Member, Ministry of Culture – Evaluated and selected 2,000+ cultural and creative projects; advised on visual arts, audience development, urban art, and multimedia initiatives.

SEE MY WORK

SEE MY WORK