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!

ABOUT ME

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 • English proficiency

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.

UNITED STATES OF AMERICA

SR. ART DIRECTOR • 2016-Present
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, 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.

GRAPHIC DESIGNER / MARKETING DEPARTMENT • 2013-2016
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.

SPAIN

WEB DESIGNER & COMMUNICATION MANAGER • 2012-2013
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.

PRODUCTION ARTIST • 2010-2012
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.

VENEZUELA

ART DIRECTOR • 2008-2009
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.