About me

I’m originally from Chimbote, Peru, and have spent over 15 years working at the intersection of branding, advertising, and product design.

I began my career at XL Alliance (now Cien+), where I collaborated with global brands like Johnnie Walker, Honey Bunches of Oats, and Jägermeister. That experience taught me the power of culture-driven storytelling. At MRM//McCann, I led design for clients such as Cigna and USPS, introducing processes that helped creative and strategy teams work more seamlessly together.

My first chapter at WeightWatchers allowed me to move in-house and lead design initiatives that brought brand and product closer together. Afterward, at MullenLowe Profero, I led design on digital products for Harley-Davidson, Century 21, and Monster, while implementing new workflows that improved collaboration across teams. I later returned to WeightWatchers to take on a broader leadership role before joining Newsela, where I helped strengthen design culture and elevate cross-functional collaboration.

Throughout these experiences, my focus has remained the same: to craft meaningful, human-centered brand narratives that connect through clarity, purpose, and emotion.

I’m the founder of Esencia, a multidisciplinary design studio that partners with startups, small businesses, and minority-owned brands to build thoughtful identities, campaigns, and digital experiences.

Most recently, I’ve expanded my storytelling practice as the director and producer of Perú de Fiesta, a docuseries that celebrates Peru’s cultural traditions and the people who keep them alive.

Outside of work, I explore creativity through photography and travel. My wife and I have visited 20 U.S. National Parks so far, a journey that continues to remind me how design, culture, and nature are deeply connected.