Before execution, there is framing.
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Before messaging, there is shared thinking.
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That is where I work.
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Brand & Narrative Strategist.
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Most requests for better communication are really requests for clearer thinking. A team asks for a sharper line, a stronger deck, or a more effective message. Underneath, the direction has not been set, and language can only be as clear as the decision behind it.
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That is why I work before communication usually begins: at the point where the structure, stakes, and language of a problem are still being defined. Framing the challenge, sharpening the positioning, and building the strategic communication that follows.
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My work spans repositioning, launches, leadership narrative, and organizational narrative, often when stakeholders are not yet aligned and before a formal brief exists.
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Creative direction is how I carry that thinking through to execution.
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My experience in creative direction spans 20+ years across agency networks, independent practice, and global brand work. Today, the work centers on complex problems under ambiguity: situations where communication cannot become clear until the strategic foundation behind it has been defined.
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This background includes work for Nespresso, Verizon, adidas, PUMA, Aldar Group, GM/Chevrolet, Coca-Cola, PepsiCo, and McDonald's, among others, across McCann Milan, M&C Saatchi Dubai, The Community, OLIVER, Commonwealth//McCann, BBDO, FCB, DDB, and Ogilvy. My foundations were shaped at Agulla & Baccetti, then ranked among the world's top agencies by the Gunn Report.
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Several recent assignments are confidential or NDA-covered. I'm comfortable working on sensitive material: repositioning, leadership narrative, stakeholder messaging, and internal communication during transition.
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Based in Buenos Aires. Available for U.S., European, and global engagements.
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Visibility is often the wrong objective. Clarity is the one that compounds.