I am a writer and strategist based in Madrid, where I get to play with words and strategy at Globant GUT, shaping half-baked ideas into campaigns that people remember.

Before landing at Globant GUT, I gained valuable experience working both directly for brands ,where I led international creative teams, and for traditional advertising agencies. These roles gave me a solid foundation in crafting compelling narratives, managing creative processes, and developing strategies that resonate with audiences across different markets. My most notable clients include: Ferrari, Maserati, McDonald’s, Miravía, Mahou San Miguel, Mutua Madrileña, Iberdrola, Samsung, Ceer and Kayanee among others.

Globant Gut

2022–present

I’m the one making sure our big ideas don’t just stay on the drawing board. From brainstorming the first spark of an idea to seeing it through to the final product, I’m responsible for keeping the creative process on track and true to the brand. Whether it’s crafting a strategy that resonates or tweaking a script until it sings, my goal is to make sure everything we put out there is fresh, on-brand, and actually connects with people.

I oversee a whole range of content—articles, videos, infographics, social media posts—you name it. My job is to make sure it all feels consistent and high-quality, no matter where it shows up. Managing a team of creative pros is a big part of what I do, helping them grow and making sure they have what they need to do their best work.

I’m also the one digging into the numbers, figuring out what’s working, and adjusting our approach so our content keeps hitting the mark always aiming for the creative efforts to line up with what’s happening in marketing, product, and sales, so we’re not just putting stuff out there but moving the business forward.

Sage


2019 – 2022

I was in charge of a talented team of six in-house creatives—copywriters, art directors—and also had the pleasure of supervising a mix of external production talent, like designers, editors, and videographers. These folks were spread across our Spanish, French, and German offices, and my job was to make sure everyone was on the same creative page, no matter where they were. We worked on high-level awareness campaigns that really spoke to local audiences in Iberia and Central Europe, especially for products like Sage 50, Sage 200, and Sage HR.

Moma

2016–2018

I handled the whole creative process for Amadeus, from idea to the final product hitting the market. Whether it was writing video scripts, crafting print ads, or coming up with digital and social media content, I was in the thick of it. It was a lot of moving parts, but there’s nothing quite like seeing a campaign come together, knowing you’ve managed to turn a blank page into something that resonates with people.

I’ve worn many hats over the years, each one teaching me a little more about the power of words. From writing travel stories at Where Sidewalks End that captured the essence of new places to crafting fashion features and interviews for various online magazines, I learned how to tell stories that connect.

At Arroba, I learned the magic of turning a clever phrase into a powerful marketing tool, writing copy that grabbed attention and drove results for big brands. I discovered that great advertising is really just great storytelling with a purpose.

And my time teaching English at Real Madrid C.F.? It taught me the value of clear, compelling communication, no matter the audience.

Each of these experiences fed my passion for creativity and showed me the power of well-chosen words.