About

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Ever since I embarked on my design journey over 20 years ago, I’ve been passionate about connecting the dots between disparate ideas and simplifying complex data to delight users and audiences. My career has taken me across the globe—from South America to Europe and the USA—where I've had the opportunity to lead and scale design teams, always with a hands-on approach. My mission has always been clear: to elevate brands and produce inclusive experiences across both digital and physical platforms.

In my current role as a Senior Product Designer at Optimity Advisors, I provide end-to-end product design support for Blue Cross Blue Shield's federal employee program (BCBSA FEP), serving over 5.5 million users. My work involves leveraging an iterative build-measure-learn cycle to develop hypotheses, run exploratory tests, and craft final design prototypes. I have been instrumental in developing and updating accessible design systems for iOS and Android, ensuring compliance with WCAG 2.1 AA standards. This role has been incredibly rewarding, as it directly impacts care coordination and patient engagement for a vast user base.

Before Optimity, I took on the challenge of leading a rebranding strategy at Who What Why, a digital-first independent news organization. Managing a distributed team of 20 talented designers, I worked closely with the executive team to align the organization's vision with our design and creative direction. This experience was a pivotal moment in my career, showcasing the power of collaboration and strong leadership. My freelance adventures included working with Emmy Award-winning producers, crafting and executing digital strategies for bilingual audiences, including custom responsive websites using WordPress, Shopify, and other technologies.

As a Senior Digital Design Manager at Entravision Communications, I led creative teams in over 15 markets on digital campaigns for small and medium businesses. It was here that I honed my skills in creating B2B marketing materials and developing digital strategies that resonated with both general and Hispanic audiences. My previous experience working with performance and SEO marketing agencies involved designing and pitching hundreds of websites for medical practices. Each website was a learning experience, allowing me to refine and improve lead generation capabilities, constantly optimizing our design process to increase conversion rates. This work underscored my commitment to user experience and design quality.

Throughout my career, I’ve done it all in the field of graphic design—from advertising, print, experiential, and events to brand and logo design, digital performance marketing, responsive web design, UI/UX, and product design. My expertise spans UX/UI design, user research, information architecture, wireframing, prototyping, and usability testing. Having vast experience, from being employee no. 1 at startups to working in SAFe Agile frameworks in large enterprises, has given me the capacity to problem-solve at any scale and adapt to every condition. I thrive on cross-functional collaboration and am skilled in using tools like Figma, Axure, XD, Sketch, and more.

I’m constantly looking to expand my knowledge through professional training at institutions like Parsons School of Design and UCLA Extension. Attending industry conferences like the AIGA Design Conference, Adobe MAX, and Adobe Summit keeps me inspired and at the cutting edge of design innovation. When I’m not immersed in my work, I love spending quality time with family and friends or traveling the world chasing the perfect wave. This balance between professional dedication and personal passion fuels my creativity and drives my commitment to creating meaningful, user-centered design solutions. 

Skills & Expertise

UX Design, UI Design, User Research, Information Architecture, Wireframing, Prototyping, Usability Testing, Responsive Design, Interaction Design, Design Systems, Branding, Design Thinking, Empathy, Accessibility, Cross-Functional Collaboration, Product & Creative Strategy, Agile, Scrum, Presentation Design, Figma, Axure, XD, Sketch, Photoshop, Illustrator, InDesign, Miro, Invision, Angular, React, Apple HIG, Material Design, JavaScript, HTML, CSS, WordPress, Squarespace, Shopify, Bootstrap, Google Analytics, Hotjar, Jira, ClickUp.

Experience

Senior Product designer – Optimity Advisors 

2021 - Present, Remote

Manage the creation of an MVP interactive prototype for a digital health management platform designed to provide multidimensional solutions for providers and payers by improving care coordination, patient engagement and outcomes by closing care gaps.

Provide end-to-end product design support across Web, iOS and Android apps for largest federal health insurance provider (BCBSA FEP), +5.5 million user base.

Leverage an iterative build-measure-learn cycle to analyze problems, develop hypotheses, define requirements, create user scenarios/user flows, produce visual designs/wireframes/mockups/prototypes, run exploratory testing, and create final design specs for development.

Develop and update iOS and Android accessible (WCAG 2.1 AA) design systems for BCBSA FEP using atomic design methodology.

Collaborate with cross-functional internal and client teams in a SAFe Agile environment across design, product development, marketing, data, architecture and technology.

Manage the design element in business development opportunities generating RFP qualification response decks, proof of concept prototypes, design mockups, infographics, landing pages and other collateral materials.

Effectively communicate with internal and external stakeholders.

Product & Brand Design Manager – Who What Why 

2020 - 2021, Remote

Lead rebranding strategy, including direction new logo, brand style guide, websites UX/UI, newsletter/email strategy and social media.

Manage a distributed team of 20 designers and offer strong leadership vision and promote team collaboration.

Work together with the executive team regularly to align the organization's vision with design and creative direction.

Product & Web Designer – Freelance

2018 - 2021, Remote

Design marketing materials, go to market and pitch decks for clients.

Create innovative websites, UX and UI design for clients in multiple industries including
entertainment, hospitality, legal, medical, and retail.

Offer consulting services in branding and digital strategy for small business owners.

Design marketing materials, go to market and pitch decks for B2B clients.

Craft communication and digital strategy to develop bi-lingual creative assets reaching hispanic audiences.

Senior Digital Design Manager – Entravision

2017 - 2019, Los Angeles

Lead creative teams in 15+ markets across the US and overseas on all digital campaigns for SMBs (small & medium) clients.

Create B2B marketing materials including go-to-market positioning, micro-sites, landing pages, pitch decks, campaign reports among others.

Develop digital creative strategies for both general market and hispanic audiences across desktop, mobile, social media, email marketing and landing pages for key brand partners in markets across the US.

Effectively communicate creative and design strategy with both internal and external clients.

Lead Designer – Medical Marketing 

2013 - 2016, Los Angeles

Design and pitch 100+ responsive websites for medical practices and healthcare businesses.

Optimize user experience, design traffic flows and A/B test landing pages to increase conversions.

Maintain optimal client satisfaction through effective communication during design, development and after launch.

Develop and constantly optimize the organization’s design process, which drove a 3 times faster approval rate by clients. 

Brand & Graphic Designer – Reflectur

2011 - 2013, San Francisco

B2C and B2D digital, print and brand design for non-profit and retail clients.

Graphic & Digital Designer – Mark & Medios

2009 - 2010, Barcelona, Spain

Digital design for B2B and B2C clients in the construction industry.

Product Designer – Evenion

2008 - 2008, Barcelona, Spain

Employee no. 1. Design, brand user flows, site architecture and overall UX and UI of the site. While effectively communicating with the dev team.

Art Director – Mer-K-Brand

2006 - 2008, Caracas, Venezuela

Design experiential campaigns such as events, point of purchase promotions for B2C clients. Manage external teams and hire freelancers responsible to execute these campaigns.

Art Director – Extremo Surf Magazine

2006, Caracas, Venezuela

Managed end-to-end design process, image editing and web content for the magazine distributed across South and Central America.

Junior Graphic Designer – Matrix Publicidad

2003 - 2005, Caracas, Venezuela

First job right out of school, supported print design work for clients in Finance, CPG and retail.