ABOUT ME
I’m a Senior Art Director and Graphic Designer with 17+ years of experience leading global branding, campaigns, and creative strategies for iconic brands like Hard Rock Cafe, Hard Rock Hotel & Casino Tampa, and Seminole Casinos in South Florida.
I specialize in turning ideas into visual stories that connect — from seasonal campaigns and global menu design to retail and merchandise art direction. I’ve led high-profile collaborations with talent like Shakira, Messi, and Domenic Creen, and I thrive on building concepts, moodboards, and overseeing shoots that bring brands to life.
I’m passionate about collaborative creative teams, clear brand consistency, and fresh ideas that stand out. I’m currently open to new freelance or remote opportunities where I can contribute my vision, experience, and energy.
Let’s connect!
Art Direction I Graphic Design I Web Design Advertising I Branding I Marketing I Brand Community Management I Social Media
Creative I Strategy I Photography I Typography Adobe Creative Suite I Microsoft Office
Movie Animation 2012
Web Page Design 2011
Adobe After Effects 2006
English as Second Language 2001
SPANISH Native
ENGLISH Intermediate
CATALAN Beginner
CERTIFICATIONS
LANGUAGES
SKILLS & EXPERTISE
Core strengths that power my creative direction and design work.
AWARDS
ADDY Awards 2019 • Best Invitation& Best Packaging
ANFABRA 2011 • Young Creative Talent
IED Barcelona · Scholarship – 2009
EDUCATION
Master's Degree
MASTER’S IN STRATEGIC & CREATIVE ADVERTISING DIRECTION
2009-2010 | Istituto Europeo di Design | Barcelona, Spain
MASTER’S IN GROUP ANALYSIS & LEADERSHIP
2009-2010 | Universitat de Barcelona | Barcelona, Spain
MASTER’S IN BRAND COMMUNITY MANAGEMENT
2010-2011 | BES La Salle - Universitat Ramon Llul | Barcelona, Spain
Bachelor's Degree
GRAPHIC DESIGN
2002-2005 | Instituto de Diseño de Caracas | Caracas, Venezuela
Studies that sparked the skills, perspective, and passion behind my creative work.
High School Diploma
HUMANITIES
1999-2002 | Colegio Santa Rosa de Lima | Caracas I Venezuela
PROFESIONAL EXPERIENCE
Brands I've helped shape, teams I've led, and campaigns that made an impact.
2016-Present
UNITED STATES OF AMERICA
2013-2016
GRAPHIC DESIGNER
MARKETING DEPARTMENT
Diario Las Americas I Miami, Florida
Developed visual assets for internal branding and external clients within the marketing department. Led the redesign of the newspaper’s visual identity, resulting in a 15% increase in ad sales. Created layouts, ad campaigns, and promotional materials tailored to South Florida’s Hispanic audience. Designed cohesive visuals for special events, including anniversary editions and commemorative issues, maintaining brand consistency across all platforms.
SR. ART DIRECTOR
Hard Rock Cafe Worldwide / Seminole Hard Rock Hotel & Casino Tampa
Redline Media Group I Dania Beach, Florida
Hard Rock Cafe Worldwide + Rock Shops: Directed global creative for 150+ Hard Rock Cafe locations. Led seasonal campaigns (Valentine’s, Pride, Easter, Holidays, etc.) ensuring strong brand consistency and visual impact. Provided art direction for retail and merch products—developing mood boards, planning photoshoots, and concepting creative ideas. Managed high-profile collaborations with Shakira, Messi, and Domenic Creen. Also led the full redesign of the 2025 global menu.
Hard Rock Hotel & Casino Tampa + Inmokalee Seminole Casino: Directed creative for promotions, events, and advertising campaigns across South Florida Seminole properties. Designed print and digital assets for activations, loyalty programs, and themed events—tailoring visuals to each venue while keeping alignment with the Hard Rock brand.
SPAIN
PRODUCTION ARTIST
Wunderman I Barcelona, Spain
Reviewed and prepared final artwork for print and digital delivery, ensuring all files met technical specifications and brand guidelines prior to client submission. Supported the execution of campaign materials across various formats, including newsletters and promotional videos. Played a key role in the final production phase, delivering accurate and high-quality assets for seamless client launches.
WEB DESIGNER & COMMUNICATION MANAGER
Creatudisco Online I Barcelona, Spain
Responsible for managing branding, content strategy, and digital marketing efforts. Oversaw the Coca-Cola Concerts Club Contest, achieving an organic reach of over 216,000 users. Work included visual design, website updates, and coordination of social media and promotional content to enhance brand visibility and audience engagement.
2012-2013
2010-2012
VENEZUELA
ART DIRECTOR
Freelancer
Wunderman I Caracas, Venezuela
Developed the product catalog for MABE, including photo retouching and layout design, while maintaining brand consistency across all visuals. Created a variety of POP materials to support in-store promotions, collaborating with creative and production teams to ensure high-quality assets were delivered on tight deadlines.