MOTAG – October 2022 – Current
Position: Art Director and Packaging Specialist
Location: New York, NY, USA

Danone – June 2022 to September 2022 – Returnship
Position: Returner, Yogurt Innovation & Brand Design
Location: White Plains, NY, USA

2100Design – March 2015
Position: Creative/Art Director/Founder
Location: Jersey City, NJ, USA

Vivaro Corporation/Epana – June 2005 to October 2014
Position: Creative Director
Supervisor: Lydia Jhan, VP of Marketing
Location: New York City, NY, USA

Grupo Ultrafemme / Azul del Mar – March 2000 to June 2004
Position: Art Director
Supervisor: Lic. Lorena Rubio, General Manager
Location: Cancún, Quintana Roo, México

Universidad La Salle, Cancun – January 2002 to June 2004
Position: Adjunct Professor
Supervisor: Lic. Ana Paulina Gutierrez
Location: Cancún, Quintana Roo, México

Neographika – June 1996 to February 2000
Position: Graphic Designer
Supervisor: Oscar Chacón, Art Director
Location: Cancún, Quintana Roo, México

Ediciones BiGo – September 1995 to May 1996
 Position: Graphic Designer
Supervisor: Arq. Enrique Gorodezky Mirsky, Director
Location: México D.F., México

TX Ingeniería y Servicios S.A. de C.V. – November 1994 to July 1995
Position: Graphic Designer
Supervisor: Ing. Mario Cordera Perdomo, Director
Location: México D.F., México

Compañía de Cosméticos SUMMER – January 1994 to November 1994
Position: Graphic Designer
Supervisor: Lic. Arturo Romero, Marketing Manager
Location: México D.F., México

After joining Danone for a successful 12 week Returnship program, I accepted a position at MOTAG, as their new Art Director and Packaging Specialist, where I lead the creative development of their Fitness, Wellness and Smart product lines.

For the past few years, I’ve managed my own company, ‘2100Design’, where I provide expert concepts and design for a group of loyal customers throughout Mexico, and creative and graphic support to small businesses and entrepreneurial ventures in the US. From brand positioning, logo and concept development, packaging, web development, to consumer and market research.

In 2005 I moved to New York City, after a 4-month trip in Asia, to further my professional development in a more competitive and faster-paced environment and started a 10-year tenure at one of the biggest telecommunication firms at the time. The unique advantage of being pioneers in the VoIP business and our target market – Hispanic Consumers, made the company grow at rapid velocity, becoming the #1 company selling Pre-Paid Phone Cards Nationwide. We grew the business from 15 Brands in 2005, to more than 200 brands with annual revenue of $145 Million dollars in 2012. We also diversify our business by developing groundbreaking Money Transfer and Financial Services products also for the Hispanic consumer.

Previously, I accepted a position to manage the graphic design area of Azul del Mar, the division responsible for the Seajewels perfumes brand within the parent company of Grupo Ultrafemme. My responsibilities included all aspects of graphic design, as well as image management for the Seajewels perfumes, and brands throughout the world including Mexico, The Caribbean, Spain, and the United States. Azul del Mar also provides complete development of new perfume brands for clients. This offering includes concept development, marketing studies, promotion campaigns, and launch. I was responsible for the design of all graphic materials, multimedia presentations, Internet images, marketing campaigns, design of containers, packaging, and assembly procedures, as well as color and fragrance concept development and testing.

One of the projects I am most proud of is the design of a new perfume concept for Xcaret ecological park in the Riviera Maya. For the innovative design of this project, I was awarded the 2002 National Graphic Design Award by the Asociacion Mexicana de Envase y Embalaje, The Mexican Association of Packaging.

In addition to my design work, I was a professor of graphic design and packaging at Universidad la Salle, Cancun. In 2004, I was proud to be chosen by the university to create a new cutting-edge Packaging Design curriculum that would be standardized across all of México in 2005.

I moved to Cancún, Quintana Roo in 1996. For the next 4 years, I worked at the graphic design company, Neographika. I was involved in the development of many innovative projects for clients such as American Express, Ritz Carton, Marriott, Hyatt, etc. In addition, I was responsible for the complete account management and creative direction for clients such as AeroCaribe, the regional airline for Mexicana de Aviacion.

I graduated from the Universidad Autónoma Metropolitana Azcapotzalco, in México City, in 1994 and began my professional work collaborating with the university by designing graphic materials for campaigns directed at prospective and new students. Simultaneously, I joined the marketing department of the Compañía de Cosméticos Summer designing packaging and catalogs for their cosmetic line.

“Envases Estelares” – 1st Place Nationwide – Asociacion Mexicana de Envase y Embalaje – (The Mexican Association of Packaging) México City, México 2002

Design Encounter of Cancun – Chosen as one of the top designers in Cancun. Cancún, Q. Roo, México 2002

Employee of the Year – Grupo Ultrafemme / Azul del Mar, S.A. de C.V. Cancún, Q. Roo, México 2001

Bachelor Degree: Graphic Communication Design Universidad Autónoma Metropolitana – AZC México City, México / 1990-1994

Internship: Designed student orientation program materials and presentations; Project was coordinated directly with the Dean of the University.

Universidad Autónoma Metropolitana / 1994 Software Proficiency: Photoshop CS, Illustrator CS, InDesign CS, QuarkXPress, FreeHand MX, Dreamweaver MX

Universidad la Salle, Cancun January 2002 to June 2004
Position: Adjunt Professor
Supervisor: Lic. Ana Paulina Gutierrez
Location: Cancún, Quintana Roo, México

Universidad la Salle, Cancun February to April 2004
Co-author: Packaging and POP Design Curriculum, 2005

Design Encounter of Cancun, January to March 2002
Position: Organizing Committee Member
Program: Introduce students to renowned designers of México through seminars and expositions.
Location: Cancún, Quintana Roo, México

Packaging Association Expo: Exhibit focusing on new packaging trends and sustainable materials. / New York, NY / Ago 2019

HBA Health & Beauty Association Expo 2003: Exhibits focused on new technologies in cosmetic and perfume packaging. / New York, N.Y. / Sept. – Oct. 2003

Training in Macromedia Software: Course in Macromedia, Flash MX, Dreamweaver MX, Fireworks MX and Freehand MX Software. / La Salle Cancún University / July 2003

Design and Media Conference 2003: Series of 11 seminars with nationally renowned speakers discussing relationship between graphic design and communication medias. / Cancún, Q. Roo, México / July 2003

Global Shop 2003: Exhibits of modern developments and trends in retail decoration. / Chicago, Illinois / March 2003

HBA Health & Beauty Association Expo 2002: Exhibits focused on new technologies in cosmetic and perfume packaging. / New York, N.Y. / Oct. 2002

1st Design Encounter of Cancun 2002: Congress to organize local design talent and market Cancun as a Graphic Design Center. Attended the seminars of Luis Almeida, Rafael López Castro, and René Azcuí. / Cancún, Q. Roo, México / Feb. – March 2002

POP Forum: Seminars of leading Point-of-Purchase companies (inc. Coca-Cola, Nike, Cinepolis, Unilever, etc.). / México City, México / September 5 – 6, 2001

Campaigns, Promotion, and Marketing of Fragrances: Seminar hosted by Givenchy, Mexico / Cancún, Q. Roo, México / July 2001

“Alcanza tus Metas” – “Reach Your Goals”: Seminar hosted by Human Resources Department, Grupo Ultrafemme. / Cancún, Q. Roo, México / June 2001

“El significado de la imagen” – “The Meaning of Image”: Conference hosted by Luis Almeida, México’s Top Graphic Designer. / Cancún, Q. Roo, México / February 2001

Magazine A! – Design Congress: Series of 12 conferences with international exhibitors. Workshop in packaging design hosted by Carlos Celorio, founder Mexican Institute of Packaging. / Zihuatanejo, México / September 2000

Seminar of Neuro-linguistic Programming: Series of 2 Seminars: Walk to Success and Magic Sales. / Cancún, Q. Roo, México / October 1998