So that what you say
and what you do
can meet again.
I help brands, leaders, and teams turn ideas, tensions, and uncomfortable truths into narratives with direction, judgment, and action.
Strategist, creative,
and behind-the-scenes storyteller.
I work from critical observation: I listen to what is said, what remains unsaid, and what the context demands. Then I build the bridge between truth and action.
For more than two decades, I’ve helped brands, teams, and leaders — from energy and healthcare companies to retail, culture, and cinema — organize their thinking, design narrative universes, and make their communication coherent.
Today: Chief Strategy & Operations Officer at Agencia Pópuli, university lecturer, and speaker on storytelling, branding, and integrated communication. Bilingual. From Barranquilla.
Brands do not tell stories.
They embody them.
I work through my own method: the Infinite Storytelling Model. It is not a linear process. It is a cycle that breathes with business, culture, and people.
Empathy
I listen to what the business is afraid to say, what the audience needs to hear, and what the context demands. Without that, no narrative can hold.
Ideation
I build the narrative universe: the architecture that makes what the brand is, says, and does coherent. Strategy stops living in a deck.
Action
I activate the narrative through pieces, teams, campaigns, and culture. I don’t stop when the concept exists. I stop when the brand embodies it.
"The cycle never ends. Every action creates new information, new truth, and a new story."
I design experiences for teams,
brands, and people.
For those who need to think more clearly and communicate more truthfully.
Every talk starts with an uncomfortable question. These are not inspirational speeches: they are thinking sessions that leave something concrete to act on.
Thinking differently is not enough.
You need to think better.
How to activate creative thinking intentionally, not accidentally.
The power of copy
Words are not decoration. They are the interface between a brand and its audience.
A real look at segmentation
Beyond demographic data: the real motivations, fears, and desires of an audience.
Telling stories that move
Applied storytelling: narratives that generate action, not just attention.
Communication that connects
(and the one that doesn’t)
Why integrated communication fails when the pieces are not speaking to each other.
The CTA of narrative
How to design the moment when a story asks something concrete from the listener.
Storytelling for teams
From message chaos to a narrative universe the whole team can tell.
A creative concept in one day
From brief to a working concept. No endless processes. No ideas that go nowhere.
Copy that connects
Strategic writing: making words do what they are supposed to do.
Human-centered segmentation
Buyer personas that go beyond data. Real motivations, fears, and desires.
Experience built at the intersection of strategy, creativity, business, and culture.
I have worked with brands, teams, and organizations that need more than pieces: they need judgment, narrative architecture, and clarity to move decisions, conversation, and action.
Supporting brands, teams, leaders, and projects across communication, marketing, branding, and creative direction.
Effie, FIP, Grand Prix FIP, and Ojo de Iberoamérica in projects where strategy and creativity came together.
Strategic and commercial leadership across Colombia, Peru, and the United States, connecting teams and business realities.
Advisory experience across
My experience crosses business, positioning, brand culture, commercial communication, and consumer behavior understanding.
Career path
present
Agencia Pópuli — ODR.Group
Chief Strategy & Operations Officer
Strategic, creative, and operational leadership for Colombia, Peru, and the United States. Multidisciplinary teams across strategy, creativity, digital, BTL, and audiovisual production.
2020
Royal Films SAS
Commercial and Public Affairs Director
Strategic and commercial leadership across LatAm. Marketing, communications, corporate sales, and organizational culture change.
2018
Electricaribe SA ESP / Gas Natural Fenosa
Corporate Marketing · In-house Agency · Brand Management
13 years leading the full strategic brand ecosystem of Electricaribe. Campaigns, positioning, media, and in-house agency management across the Caribbean region.
Universidad del Norte and Universidad de la Costa · Barranquilla
University Lecturer
Communication, storytelling, applied creativity, strategic marketing, and AI applied to integrated communication and marketing environments.
This is where I think out loud.
No corporate filter. Just everything that doesn’t fit inside a presentation.
Articles
Communication communicates, it doesn’t sell.
A campaign does not close sales. A communication strategy does not increase revenue. And that is not a flaw: it is communication doing its real job.
Read article →What is the blank page?
The blank page is not the problem. It is the symptom. Creativity does not freeze because of a lack of ideas, but because of excess confidence.
Read article →Untangling the brief.
A brief is not a document: it is an unfinished conversation. Four steps to go beyond what the client thinks they are giving you.
Read article →Podcast
Desahogo Creativo
A space to say what the creative industry sometimes prefers to keep quiet. Honest conversations about strategy, brands, and the creative process without the gloss.
Open in Spotify →Do you have a talk, a workshop, or a project in mind?
I do not need a perfect brief.
Just tell me what is going on and what needs to move.