I work with companies, leaders, and teams to identify what is not working, find a direction, and turn it into decisions that connect strategy with the realities of the business.
They arise from contradictions between what an organization promises, the decisions it makes, and the experience it delivers. Communication simply makes them visible.
Your offer may be valuable, yet hard to explain, poorly differentiated, or unable to prove what it promises.
What story is your offer actually building? →Publishing across more platforms does not guarantee clarity. When direction is missing, messages scatter and the effort loses purpose.
What should be said, where, and why? →Decisions, processes, and behaviors can confirm a promise or contradict it. And people notice.
Do your operations support what you promise? →It is not exclusive to those who see themselves as creative. It develops when we learn to observe, question, and find answers where we once saw only problems.
Thinking differently is not enough. We need to think better. →The Infinite Storytelling Model begins with one idea: an organization builds its story through every decision, experience, and behavior.
My method makes it possible to interpret that reality, find a direction, and translate it into actions that can be tested and evolved.
I observe the business, the people, and their context. I look for tensions, behaviors, and needs that distinguish the real problem from its symptoms.
UnderstandI connect findings, explore possibilities, and build concepts that offer a distinct perspective from which to approach the challenge.
ConnectI turn ideas into decisions, experiences, and communication. Applying them reveals what works, creates learning, and helps adjust the course.
ProveI organize the elements of the system so the strategy can endure: offer, narrative, teams, channels, and operations working in the same direction.
Sustain“A story is never finished. It evolves with every decision we make.”
I work with organizations that need to revisit their direction, resolve contradictions, or create new possibilities for growth.
I do not start with prepackaged answers. I research, compare perspectives, and develop solutions with the people who will have to put them into practice.
I define a clear, relevant proposition grounded in the business's real capabilities.
What we can build
I establish priorities and criteria so every message, format, and touchpoint serves a purpose aligned with the objectives.
What we can build
I work at the points where strategy loses consistency as it becomes processes, decisions, and relationships with people.
What we can build
I question assumptions, uncover alternatives, and solve problems. Its value lies not in producing different ideas, but in finding the ones that genuinely add value.
I like to ask questions before accepting answers. To find connections between the obvious and what usually goes unnoticed. I see the world as a system—one that makes me want to understand why we do things a certain way, and what could happen if we thought about them differently.
That curiosity has guided more than two decades of work in strategy, communication, marketing, and team leadership across industries as varied as energy, healthcare, retail, culture, and entertainment.
I have worked both inside companies and in agencies, giving me the opportunity to understand the ideas as well as the difficulty of making them real.
Today, I am Director of Marketing at BetterCity, a university lecturer, and a speaker on storytelling, branding, and applied creativity.
Bilingual. From Barranquilla. And still asking plenty of questions.
Awards
Effie, FIP, Grand Prix FIP, and Ojo de Iberoamérica for projects developed with teams that turned strategy into creative results.
Advisory experience
Energy and utilities, healthcare, retail, commerce, hospitality, culture, and cinema. Growth strategy, brands, commercial communication, sales teams, and consumer behavior.
Career path
BetterCity Inc.
Director of Marketing
I lead the marketing strategy for BetterCity, a company specializing in energy efficiency and building compliance. I develop its positioning, commercial narrative, and growth tools for New York City, Long Island, and New Jersey.
Agencia Pópuli — ODR.Group
Chief Strategy & Operations Officer
Strategic, creative, and operational leadership across Colombia, Peru, and the United States.
Royal Films SAS
Commercial and Public Affairs Director
Commercial and strategic leadership for Latin America, integrating marketing, communications, corporate sales, and cultural transformation.
Electricaribe / Gas Natural Fenosa
Corporate Marketing · In-house Agency · Brand Management
Thirteen years developing brand strategies, campaigns, positioning, and media for Colombia's Caribbean region.
Universidad del Norte and Universidad de la Costa
University Lecturer
Storytelling, applied creativity, communication, strategic marketing, and artificial intelligence.
Ideas, reflections, and questions that emerge from work, experience, and a few contradictions worth discussing.
A campaign does not close sales. Understanding that difference changes how strategies are built.
Read article →Sometimes the problem is not running out of ideas, but not knowing which question we are trying to answer.
Read article →A brief full of information does not necessarily contain a well-defined problem.
Read article →I design spaces to question established ideas, explore other perspectives, and turn learning into useful tools.
Keynotes, conversations, and classes that combine experience, reflection, and cases to provoke new questions.
Practical sessions to work on specific challenges and develop solutions with the participants.
It can be a brand, a strategy, an idea, or a question that still has no answer.
You do not need a perfect brief to begin. Let's talk.