A brief introduction
Originally from Venezuela, I have had the chance to live and work in many locations in Europe and the United States. Thanks to my multicultural background I am a keen observer of the world and its cultural nuances, making me a dedicated and empathetic researcher.
I work at the intersection of experience design, brand strategy and business growth.
I enjoy most finding opportunities in problems and identifying potential growth paths for companies and start-ups that desire to be profitable, adaptable and sustainable.
I consider myself a designer because I see opportunities for positive change in the world, because prototyping is the only way to feel closer to a solution and because I am made to tell stories through products, for making ideas happen and concepts work.
My career starts a decade ago with a desire to tell stories through filmmaking, I soon felt there was a need for those stories to interact with the users - which led me to pursue a career in interior and exhibit design. Soon after which I opened my own business designing and managing pop-up shops. I soon became more focused on being able to have a vision and strategy for my own business and my clients, which ultimately resulted in me completing an MBA in Design Strategy in San Francisco.
2016 - MBA in Design Strategy
California College of the Arts, USA
2011 - BS Interior & Furniture Design
Istituto d'Arte Applicata e Design, Italy
2008 - BA Media practice & Visual Culture
University of the West of England, UK
2021 - 2022(Now) Head of Product design
Stuart (Sustainable last mile logistics)
2019 - 2021 Senior product designer
Wallapop (Second hand market place - leader in Spain)
2017 - 2019 User Experience Design Strategist
Eastern Standard (Digital & Brand Strategy Agency)
2016 - 2018 Business Innovation Consultant
Clients include California Olive Ranch & From Roy
Working in different industries and companies, my role has always been that of the consultant. I learned that listening is a key aspect of being able to advise wisely. Research is a fundamental part of making decisions that are valuable to a company, and grounding ideas in financial and operational feasible milestones is necessary to successfully perform as a company.
What sets me apart is this ability to understand the psyche of my clients, my team and my users. It is the importance I give to storytelling, to the physical materialization of experiences and how I care to execute seamless cohesive brand journeys that delight audiences while always keeping an eye on the vision and return on investment.
2015 - 2017 Co-Founder & Experience Design Director
Punt e Po (Pop-Up Design & Management Agency)
2014 - 2016 Brand Strategist /Project Manager / Interior Designer
Load (Architecture & Exhibit Design Studio)
Workshop facilitation &
Qualitative research &
data driven design
Experimentation & proof of concept pilot experiences
Team leadership & culture