I am a senior strategic leader with 25 years of experience transforming the relationship between brands and customers across Latin America and the Caribbean.
My background is centered on loyalty strategy, customer experience, experiential marketing, and the design of high-impact benefit ecosystems for banking, finance, hospitality, and travel businesses.
I have led the creation, auditing, and implementation of loyalty programs, cashback and points models, membership tiers, and gamification initiatives that improve retention and customer lifetime value.
I also specialize in building travel and tourism redemption ecosystems, including the conceptualization and launch of travel agencies integrated into corporate loyalty programs.
Throughout my career, I have worked as an external advisor and trusted consultant to marketing and advertising leadership teams, helping optimize budgets, audit partner execution, and align communication strategies with business profitability.
I bring a regional perspective shaped by work in Venezuela, Colombia, and Puerto Rico, and I adapt strategies to complex multimoneda, regulatory, and cultural environments.
Led the creation, permitting, and implementation of travel and tourism agencies integrated into credit and debit card loyalty programs. Designed strategic diagnostic workshops for financial institutions and commercial brands, advised on the redesign of outdated loyalty programs, and developed non-monetary experience portfolios such as tailor-made trips and VIP access.
Restructured traditional banking loyalty programs toward daily transaction-based models supported by mass-consumption alliances and exclusive benefits. Optimized the digital customer journey and service channels, improving redemption and overall POS billing performance. Designed premium non-monetary experiences to strengthen private banking retention.
Provided strategic advisory to advertising and marketing leadership teams, acting as a high-level technical counterpart to audit creative performance and optimize media investment. Executed strategic diagnostic workshops to identify profitability leaks and correct brand communication deviations.
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