I turn complex ideas into creative work people understand — and remember.
I’m a creative strategist with more than 6 years of experience working across storytelling, content, and creative direction, helping brands turn complex ideas into clear, compelling work. I focus on shaping the thinking behind the work just as much as the work itself, from defining the narrative to guiding how it’s brought to life.
I’ve always been drawn to the space where ideas become something people can actually feel.
My work began in content and communications, shaping how brands show up through writing and storytelling. Over time, it evolved into something more. Not just creating content, but defining the direction behind it. What’s the story? What matters? What should it feel like when someone experiences it?
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Today, I work across storytelling, strategy, and creative direction, helping brands turn complex or nuanced ideas into work that is clear, intentional, and human. I’m especially drawn to projects where the message isn’t simple — where clarity has to be built, not assumed.
Much of my experience has involved translating technical, research-heavy, or sensitive topics into communication that people can understand and connect with. That’s shaped how I think about creative work: it’s not just about attention, it’s about understanding — and earning it.
I’ve worked across in-house teams and consulting environments, which has shaped how I approach the work, balancing big-picture thinking with execution and ensuring the idea is strong enough to carry everything that follows.
On AI and creative work
I see AI as part of the creative process, not a replacement for it. Having built my foundation in strategy, messaging, and editorial judgment before these tools became standard, I use them to extend thinking, explore directions, and work more efficiently without losing clarity or intent.
My focus is on applying AI in practical, purposeful ways to support faster iteration, stronger ideas, and more consistent execution, while maintaining a clear, creative point of view. I’ve formalized this approach through a certification in Generative AI for Business from IE Business School, and integrate it into real workflows in a way that aligns with how teams actually work.
Currently based in Madrid, I’m focused on building work that is both strategically grounded and creatively distinct.