About me

I’m originally from Chimbote, Peru with over 15 years of branding, advertising, and product design experience.

I’ve worked with iconic brands such as Harley-Davidson, Johnnie Walker, Honey Bunches of Oats, Jägermeister, Cigna, and USPS during my agency tenure. Transitioning to in-house positions, I not only led teams at WeightWatchers and Newsela but also played a pivotal role in shaping team culture. At both organizations, I implemented process improvements, fostering better collaborations and leaving a lasting impact on working dynamics. My career journey reflects a commitment to excellence and a passion for shaping compelling brand narratives across diverse industries.

I’m also the founder of Esencia, a multidisciplinary design studio working with start-ups, small businesses, and minority-owned brands on branding, advertising, and digital experiences. Outside of work, I take pride in my heritage as a Peruvian immigrant, occasionally sharing my experiences in the US through podcasts or writing. I also enjoy photography, and with my wife, we’ve visited 16 US National Parks intending to explore them all.