Since I was a kid in Argentina, I was fascinated by those boxes called computers that my dad used to edit magazines and design logos, and my mom, a landscape designer, used to make photomontages to show how a garden could look after ten years.

I started teaching myself the tools—Photoshop, Freehand, and then Flash, which blew my mind with what you could do: animations, interactive games, things that responded when you clicked a button. I soon realized formal design education weren't quite where the action was for what I wanted to explore, so I continued teaching myself and taking courses.

As the internet was taking off, advertising became the natural path—the place where I could combine problem-solving, animation, communication, and visual thinking all at once. I lived through that digital boom working in consumer goods, finance, telecom, and automotive, and along the way moved to Mexico, a place I'm lucky to call home.

Looking to steer my career towards product-thinking and research, I started working at Linio, a leading Latin American e-commerce startup, where I worked closely with developers to redefine the experience and redesign the app and website, reaching millions of users.

I took everything I had learned to that point, from advertising to branding to product, and found a perfect fit in joining YEMA, fully aligned with a mission I believe in: democratizing healthy, sustainable consumption in Mexico. As Sr. Brand Manager, I built the brand from scratch, defining identity, packaging, digital experiences, stores, and campaigns. We grew quickly, expanded across categories, and scaled a unified design language across hundreds of products and touchpoints, turning the mission into day to day experiences on shelf and on screen.

Enough about work (let's get personal now). I met my soulmate at 15 and have been lucky to share my life with her. I grew up around craft with a painter father and a landscape designer mother, and I've kept making art ever since: art toys, 3D design for printing, watercolors, and today I make abstract posters in my free time. Mexico introduced me to road cycling and I fell in love with it: the chance to take in the landscape, the camaraderie, and the excuse for coffee and pastry. I try to live simply: real food, good sleep, steady training, great coffee, and good friends.

If you are in Mexico City, let's grab a coffee and get to know each other.