Communications Head

Led an 80-plus-person in-house agency supporting luxury hospitality brands including Moon Palace, Le Blanc, Sun Palace, and Baglioni Hotels. Oversaw integrated 360-degree strategy across performance marketing, paid media, content, public relations, and digital channels.

Restructured the team to improve budget efficiency by 20% and expanded agency capabilities with Research & Customer Insights and PR & Crisis Management functions. Directed the pre-opening launch strategy for Moon Palace The Grand Punta Cana, integrating brand storytelling and demand generation across Latin American and North American markets.

Implemented AI-assisted performance evaluation and data-informed frameworks to optimize targeting, ROI, and campaign effectiveness across paid search, paid social, and programmatic media.

Led a 25-person team of PR and digital marketing specialists for the Mexican office of a Latin America-focused agency. Coordinated with regional leadership in Brazil and other Latin American markets while managing senior client relationships.

Provided strategic marketing and communications counsel to C-suite clients including Mayo Clinic, Snapchat, Indeed, Cotton USA, British Council, and IAAPA. Developed integrated PR, digital, and content strategies aligned to commercial priorities, supported by analytics and data-driven insights.

Drove business-development initiatives, improved proposal conversion rates, and identified cross-sell and upsell opportunities among enterprise accounts.

Architected and executed the brand launch and full communications strategy for the Caribbean's only ultra-low-cost airline across 17 destinations in 13 countries. Managed integrated paid media, PR, social media, and influencer campaigns across Spanish- and English-speaking markets.

Delivered more than 180 million impressions within three months of launch, driving brand awareness and customer acquisition. Developed segment-driven campaigns with buyer personas and culturally relevant positioning for diverse Latin American and Caribbean audiences.

Managed national and regional media relationships in a regulated aviation environment. Created and scaled internal communications, including Arajet Digest, Aranews, and the Piloto por un Día social initiative to strengthen employee engagement during rapid growth.

Led change-management communications for Sanofi Consumer Healthcare's transition to a standalone company across Latin America. Managed communications for more than 1,500 employees while supporting business continuity, brand trust, and regional stakeholder alignment.

Developed internal and external communications for the consumer healthcare portfolio across Spanish- and Portuguese-speaking markets, generating more than 100 million impressions. Operated within a regulated pharmaceutical environment, managing compliance-sensitive communications and regulatory approvals.

Led the Enterogermina Purpose Day campaign with Save the Children, achieving more than 300 million impacts across Latin America. The initiative received the Best Consumer Journey Award and Growth Hub Award at Sanofi's 2021 Play to Win Awards.

Served as the sole communications leader for Volaris across Mexico, the United States, Costa Rica, Guatemala, and El Salvador. Managed public relations, corporate affairs, crisis strategy, and regulatory communications in a highly regulated aviation environment.

Led communications during the first 10 months of the COVID-19 crisis, managing unprecedented reputational risk and helping secure the global Safe Travels stamp and Mexico City's Sello de Seguridad Turística. Supported preservation of brand trust during a critical period for the travel sector.

Launched 54 new destinations across the United States and Central America through coordinated local media, digital, and corporate affairs programs. Won Best Environmental Campaign 2019 for the Reforestamos México Serpiente Emplumada documentary.

Designed and executed integrated communications strategies for enterprise technology clients including Twitter Mexico, LG Mexico, and Huawei Corporate Mexico. Managed B2B and B2C brand positioning across digital and traditional channels.

Pitched and won the PlayStation Latin America account, leading cross-regional communications strategy across multiple Latin American markets. Built senior stakeholder relationships and contributed to regional business development.

Founded and led a boutique communications agency delivering brand strategy for luxury clients including Swarovski, Longchamp, Perrier, and fashion designer Ángel Sánchez. Directed public relations, experiential marketing, influencer engagement, and brand storytelling initiatives.

Launched the Perrier Ambassador Club with gastronomy experts and celebrity chefs, generating more than 80 million impressions through an influencer-led experiential strategy. Founded and edited MONO, a Venezuelan lifestyle magazine focused on fashion, culture, and travel.

Developed MONO's editorial vision, curated content, and established its distinctive brand voice within a challenging print-media environment.

Led public relations and communications strategy for Sony Entertainment Television, AXN, and Animax across Latin America. Coordinated with local agencies in Mexico, Panama, Venezuela, Colombia, Brazil, and Argentina.

Managed multi-brand and multi-country communications across Spanish- and Portuguese-speaking markets. Generated more than 250 million in audience reach for regional and local programming launches, including Latin American Idol, Mexico's Next Top Model, Los Simuladores, and other original productions.

Designed and executed public relations plans and branding activities for Diageo's super-premium spirits portfolio, including Johnnie Walker and Buchanan's, as well as wine and LVMH brands.

Launched the Buchanan's Forever concert with Jon Bon Jovi, reaching more than 30 million people. Introduced wine-category initiatives for Santa Rita and Navarro Correas.

Managed brand ambassador clubs for Moët & Chandon, Dom Pérignon, and Hennessy, achieving more than 85 million in audience reach.

Managed editorial design, contributor coordination, and the adaptation and translation of investigative reports, articles, and special features for Venezuela's only English-language newspaper.

Received the Reuters Foundation Journalist Development Grant and Scholarship in 2004.

Inside LVMH Certificate focused on creation and branding, retail, and client experience.

Master's degree in Psychology in Mexico City.

Specialized training in crisis communications following aircraft accidents in Washington.

Reuters Foundation Journalist Development Grant and Scholarship in London.

Bachelor's degree in Communications in Caracas.

Bachelor's degree in International Studies in Caracas.