I started as a copywriter. I still think like one — I just do it now with 85 people at once.

I'm an Executive Creative Director at TBWA México, where I lead the agency's largest account: BBVA. Not a team — an operation. A fully integrated department of 85+ people spanning creative, strategy, accounts, production, digital, social, and an in-house studio, built to deliver one consistent brand across every product, channel, and customer touchpoint.

My thesis is simple: the best creative departments are run like businesses, and the best businesses are run on ideas. That's how a bank ends up producing a game show about fraud that wins a Grand Prix for effectiveness — not just craft.

That thinking now extends beyond México: I'm a member of TBWA's LATAM Regional Creative Council, helping shape the network's creative standard across the region

Before BBVA, I spent four and a half years directing creativity for Nissan United, leading all of Nissan Mexico's communications. Along the way I've built work for Jack Daniel's, GNP Seguros, TV Azteca, Domino's and Adidas.