Hola!
I write. A lot.
I'm a hands-on creative with a sweet tooth for strategy. Whatever challenge is there to tackle, I will find a way to nail it. How... you may wonder. Simple: I have a passion for people.
By understanding people, we will be able to create the best experience, brand or product.
Either working independently or while leading a team, I make sure to add value to the brands, companies and people I work with.
I'm a hands-on creative with a sweet tooth for strategy. Whatever challenge is there to tackle, I will find a way to nail it. How... you may wonder. Simple: I have a passion for people.
By understanding people, we will be able to create the best experience, brand or product.
Either working independently or while leading a team, I make sure to add value to the brands, companies and people I work with.
I'm a polyglot and I'm crazy about languages. Understanding cultural practices ingrained in different communities has transformed me into an ethnology enthusiast who seeks for authentic insights and engaging ways to express them. Or a truly international creative director, if you prefer.
I love words, data & films. I believe they connect us. You can read all about it in my published chapter “Netflix at the Nexus” (Peter Lang Publishing, 2019).
When I'm not working, I dance lindy-hop and practice boxing. I'm convinced comms should be the same as a great jab-cross: powerful and precise.
When I'm not working, I dance lindy-hop and practice boxing. I'm convinced comms should be the same as a great jab-cross: powerful and precise.
I teach. I cook. I travel. And of course, you guessed right... I write.
You can find me obsessively writing in a Brooklyn café, blogging about my travels on
Bites & Kms & LatidoBeat where I tell stories about people and places through food.
You can find me obsessively writing in a Brooklyn café, blogging about my travels on
Bites & Kms & LatidoBeat where I tell stories about people and places through food.
Orchid Barcelona
Phibious Vietnam
Ogilvy & Mather Singapore
In a Nutshell...
I kicked it off in mccann montevideo as a creative copywriter.
a couple of years and nautical miles later, phibious vietnam appointed me as a creative group head for google, to launch its first consumer-facing campaign in the country.
a couple of years and nautical miles later, phibious vietnam appointed me as a creative group head for google, to launch its first consumer-facing campaign in the country.
In 2015, I moved to stockholm to study my masters in communications, media and cultural analysis.
my final research landed me a book deal & accolades at the association of internet researchers.
my final research landed me a book deal & accolades at the association of internet researchers.
Fast foward, ogilvy singapore brought me onboard as an associate creative director for pond's (unilever) to help reshape its global comms platform.
I joined orchid creation as a group creative director, first in barcelona and later in new york city to expand its strategic and storytelling capabilities, growing the company's presence in the us and americas.
I joined orchid creation as a group creative director, first in barcelona and later in new york city to expand its strategic and storytelling capabilities, growing the company's presence in the us and americas.
I worked as a freelance creative director, all things spanish and biologics with mccann health new york focusing on the hispanic community in the us.
I was a creative director in TBWA\Chiat\Day New York, where i felt in love with women's health initiatives.
I was a creative director in TBWA\Chiat\Day New York, where i felt in love with women's health initiatives.
I'm currently a group creative director in weber shandwick, always eager to add value to the conversation and culture, earning brand awareness in return.
ACD ONE CLUB OF CREATIVITY 2023
Cannes Lions See it Be it 2023 Cohort
TEDXUNL 2021
NYFA 2019
The One Club for Creativity - Juror Miami 2024
Cannes Lions See it Be it Tutor 2024
2021 LIA Coach
Dubai Lynx 2024
See it Be It LATAM at AdLatina
Cannes Lions Jury 2024
Revista Galería, August 2023
WINA 2022
Condor Jury - Ecuador 2023
Oceano FM - Uruguay - June, 2019
El Observador - Uruguay - August, 2013
SANNIS 2023
El Empresario - El Pais Uruguay 2019
The One Club for Creativity San Diego
El Martinez, Un Podcast de AdLatina - June 2023
El Ojo de Iberoamerica Jury - 2023
SEA Campaign Asia Independent Agency of the Year 2014
Inspiration Sessions Brother Montevideo 2023
Cannes Lions See it Be It Alumni Tutor 2024
Lady Liberty 2025
Some Humble Brags
A TEDx talk, a monthly column on the most read digital portal in Uruguay, and some interviews here and there make my parents proud.
I've been selected by Cannes Lions as 1 of 16 female rising leaders of the Industry in 2023 out of almost 1000 candidates worldwide to participate in See It Be It and I was 2024 alumni tutor collaborating with LIONs to produce, organize and mentor its program.
During 2025, together with the New York Festivals I co-produced "lady liberty leadership creative program"; an initiative to empower women in advertising through mentorship and learning.
I lead PublicitariasORG Uruguay edition, mentored at LIA Global Coaching Academy for 3 years, and judged some festivals: Cannes Lions, CLios, NYFA, WINA, Dubai Lynx, Annual, SIA, ADC, The One Show, Saniss, Adforum, lisbon advertising awards, and Indigo Awards.
My work has been recognized by Cannes Lions, Campaign Asia, Effie Awards, Cámara de Anunciantes del Uruguay and has been featured in Ads of the World, Google I/O, The New York Times, LatinSpots, AdWeek, Advertising Age, Campaign Asia, AdLatina and much more.
I've been selected by Cannes Lions as 1 of 16 female rising leaders of the Industry in 2023 out of almost 1000 candidates worldwide to participate in See It Be It and I was 2024 alumni tutor collaborating with LIONs to produce, organize and mentor its program.
During 2025, together with the New York Festivals I co-produced "lady liberty leadership creative program"; an initiative to empower women in advertising through mentorship and learning.
I lead PublicitariasORG Uruguay edition, mentored at LIA Global Coaching Academy for 3 years, and judged some festivals: Cannes Lions, CLios, NYFA, WINA, Dubai Lynx, Annual, SIA, ADC, The One Show, Saniss, Adforum, lisbon advertising awards, and Indigo Awards.
My work has been recognized by Cannes Lions, Campaign Asia, Effie Awards, Cámara de Anunciantes del Uruguay and has been featured in Ads of the World, Google I/O, The New York Times, LatinSpots, AdWeek, Advertising Age, Campaign Asia, AdLatina and much more.
Uruguay for Export
Being from Uruguay always implies being also the first at something.
"Oh, you're the first Uruguayan I know" people usually tell me, followed by "Is Luis Suarez the famous football player from Uruguay?", "Your president drives his own car, right?"
I have the honor to be the only Uruguayan Female Creative Director in Madison Avenue.
And I want to be the first of many. We are a small country, but giant in potential.
I have the honor to be the only Uruguayan Female Creative Director in Madison Avenue.
And I want to be the first of many. We are a small country, but giant in potential.
Uruguay thrives in creativity and pioneers in progressive and inclusive approaches to business, lifestyle and culture. With my work, passion and "Uruguayan-ness" I'm in a worldwide crusade to make sure the world knows about it.
Experience & Clients
group creative director - weber shandwick new york
2024-present - Main Clients: Novartis, merck, pfizer, kenvue, nespresso, women's health
2024-present - Main Clients: Novartis, merck, pfizer, kenvue, nespresso, women's health
Creative Director - TBWA\Chiat\Day New York
2022-2024 - Main Clients: The Health Collective, Moderna, AstraZeneca, Merck, Moderna, AmGen, Black Health Matters.
Freelance Creative Director & Brand Strategist - New York
2019-2021 - Main Clients: East of Normal, Cubocc, McCann Health -AstraZeneca, Janssen-, FÓRMULA, Won75.
Group Creative Director - Orchid Creation New York
2018-2019 - Main Clients: Google US (YouTube, Android, Google Play), Benefit Cosmetics, Kai OS.
2022-2024 - Main Clients: The Health Collective, Moderna, AstraZeneca, Merck, Moderna, AmGen, Black Health Matters.
Freelance Creative Director & Brand Strategist - New York
2019-2021 - Main Clients: East of Normal, Cubocc, McCann Health -AstraZeneca, Janssen-, FÓRMULA, Won75.
Group Creative Director - Orchid Creation New York
2018-2019 - Main Clients: Google US (YouTube, Android, Google Play), Benefit Cosmetics, Kai OS.
Creative Director - Orchid Creation Barcelona
2017-2018 - Main Clients: Coca-Cola Europe (Honest Organic, Smartwater, AdeZ, Fuze Tea, Aquarius)
2017-2018 - Main Clients: Coca-Cola Europe (Honest Organic, Smartwater, AdeZ, Fuze Tea, Aquarius)
Associate Creative Director - Ogilvy Singapore
2016-2017 - Main Clients: Unilever (Pond's, Dove, Comfort), Electrolux
2016-2017 - Main Clients: Unilever (Pond's, Dove, Comfort), Electrolux
Creative Group Head - Phibious Group Vietnam
2014-2015 - Main Clients: Cola- Cola (Cola-Cola, Sprite) Google (Search, G App, YouTube, thinkwithgoogle)
2014-2015 - Main Clients: Cola- Cola (Cola-Cola, Sprite) Google (Search, G App, YouTube, thinkwithgoogle)
Creative Content Writer - Phibious Group Vietnam
2014-2015 - Main Clients: Cola- Cola (Cola-Cola, Sprite) Google (Search, G App, YouTube, thinkwithgoogle)
2014-2015 - Main Clients: Cola- Cola (Cola-Cola, Sprite) Google (Search, G App, YouTube, thinkwithgoogle)
Senior Copywriter - McCann Montevideo
2013-2014 - Main Clients: Cola- Cola (Cola-Cola, Sprite, Fanta) L'Oreal, Maybelline, General Motors, Orquesta Filármonica
2013-2014 - Main Clients: Cola- Cola (Cola-Cola, Sprite, Fanta) L'Oreal, Maybelline, General Motors, Orquesta Filármonica
Copywriter & Project Manager - IdeasLab Uruguay
2013 - Main Clients: fashion group Parisien (Parisien, Indian), AmBev (Stella Artois), Bayer (Yaz, Yazmin, Tabcim)
2013 - Main Clients: fashion group Parisien (Parisien, Indian), AmBev (Stella Artois), Bayer (Yaz, Yazmin, Tabcim)
Freelance Translator - TransPerfect Solutions
2013-2015 - Main Client: Akzo Nobel (Inca, Alba)
2013-2015 - Main Client: Akzo Nobel (Inca, Alba)
Creative and Communications Theory Professor - Universidad Católica Del Uruguay
2012-2014 - All the nerdy stuff, from mcluhan to umberto eco - i was a nerd before being nerd was cool.
2012-2014 - All the nerdy stuff, from mcluhan to umberto eco - i was a nerd before being nerd was cool.
Creative Copywriter intern- Young & Rubicam Uruguay
2011 - Main Clients: BSE, Ministerio de Turismo, TCC
2011 - Main Clients: BSE, Ministerio de Turismo, TCC