I lead the design of products that resolve tensions between people and business
I design with a systemic vision, connecting decisions to business goals and people’s needs.
I translate strategy into measurable design actions on complex projects.
Background
From communications to strategic design
I started in marketing, advertising and branding, but it was in strategic design that I found a space to turn ideas into impact.
My work isn’t limited to the interface, it’s aimed at sustainable results.
I’m driven by curiosity. I learn from other disciplines, take on personal projects and look for ways to expand design’s impact.
My view on leadership
Leading isn’t about having all the answers — it’s about asking challenging questions, enabling informed decisions and building environments where teams design with vision instead of just complying.
In recent years I’ve informally led teams of up to 6 people through adaptive leadership: leadership that facilitates, articulates and challenges. Leadership that drives forward, but also creates discomfort when necessary. Because design that doesn’t create discomfort rarely transforms anything.
Professional experience
2020 - present
Sr Product Designer / BBVA Mexico
I lead the design of strategic products aligned with global and local OKRs.
2019 - 2020
UX Designer / Financiera oh!
I redesigned the digital channels with a focus on conversion, digital adoption and efficiency.
2019
UX & Communications Designer / Wiico (HR startup)
I improved the product with new features to accelerate product-market fit.
2018 - 2019
CX & Digital Transformation Intern / Tuenti (Telefónica)
I led the launch of the Tuenti community to reduce customer service costs.
2016 - 2018
Various roles in marketing, advertising and branding
Other experiences
2026 - present
Adjunct instructor / ISIL
Courses: Behavioral Design, Qualitative Research
2025
Workshop speaker: ‘AI as a creative sparring partner: from zero ideas to a good idea’ / ISIL
2023 - present
UX Design Instructor / Idat
2025
Speaker at Interfaz de Producto
2022
Speaker at the Figma design and prototyping workshop / UPC
2019
Winning team / 3M Invent a New Future Challenge
Beyond designing, I share what I know. Teaching helps me articulate what I learn, challenge what I already know and support others on their own professional path.