*Hi there! I’m a brand strategist and creative director, bringing brands to life through strategy and creative direction, shaped by 20+ years in architecture, education, hospitality and luxury.*

Resume

I’m the Founder and Creative Director of Discerning Designer, a brand strategy and design studio. I have more than 20 years of experience across architecture, education, hospitality, luxury and real estate. Most recently, I was Marketing Director for a major U.S. architecture firm specializing in education design. There I led brand, proposal and campaign work that helped the firm compete for and win large public projects. I bring that same discipline to every client: design that serves the strategy, clear planning, and careful execution from concept to launch.

Experience

Senior Brand Designer
Discerning Designer / Owner
Feb 2018 to Present

Marketing & Architecture
PBK Architect
Sep 2023 to 2025

Marketing and Communication Manager
Hornblower Group/ San Francisco
Aug 2021 to Feb 2023

Brand Marketing Specialist
Madre Mezcal / Miami & Mexico
Nov 2019 to July 2023

Marketing Director
Corcoran Group - Real Estate / Miami
Dec 2019 to July 2021

Branding & Marketing Manager
Castel Group / France
Oct 2012 to Dec 2019

Education

B.A of Science Art & Design
AI of California - San Francisco
2005 - 2009

B.A. Psychology and Human Behavior
Universidad Nacional Autonoma de Mexico
2003 - 2005

Certificate

AIGA - Professional Association for Design
Design Leader
Member Since 2009

Google Analytics
Google
2020

Package Designer
Masterclass
2017 - Present

AI in Hospitality
Swiss Education Group
2023

Skills & Languages

Leadership Creative Direction · Team Leadership · Cross-Functional Collaboration Project Management · Client & Stakeholder Relations

Strategy & Marketing Brand Strategy · Advertising & Campaign Development Concept Development & Storytelling Marketing Analytics & KPIs · CRM Systems · AI Marketing Tools

Creative Graphic & Web Design · Illustration & Animation Photography & Photo Editing · Videography & Video Editing

English - Native

Spanish - Native

Portuguese - Advance

Danish - Beginner