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Experience

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Award-winning creative lead with 15+ years of experience developing creative strategy, advertising campaigns, and brand storytelling for global agencies and Fortune 500 clients. Proven expertise in multi-channel campaign development, video scripts, digital content creation, and team leadership. Adept at driving impactful creative solutions that meet strategic business objectives. Skilled at aligning creative execution with business objectives and driving measurable brand impact.

ASANA – San Francisco, CA | November 2021 to August 2025 
Creative Lead, Advertising & Launches
- Directed creative strategy for performance marketing campaigns, integrated brand campaigns, and global product launches
- Developed and optimized multi-channel assets (video scripts, digital ads, audio spots, and social media content)
- Implemented AI-driven tools and automated workflows to increase creative efficiency and output
- Managed and mentored a team of designers and copywriters to ensure brand consistency and innovation
- Owned voice, tone, and style guidelines across campaigns, maintaining brand alignment
- Partnered with stakeholders on brief development, creative direction, and strategic execution
- Improved cross-team creative processes by collaborating with producers and training stakeholders on effective briefing practices

ESSENCE GLOBAL – San Francisco, CA | February 2020 to November 2021 
Associate Creative Director, Copywriter 
- Led creative work for Google brands (Pixel, Chromebook, Search, Nest, Google Fi)
- Collaborated with art directors, motion designers, and strategists to deliver digital, display, social, and video campaigns
- Produced content aligned with KPIs, contributing to increased engagement and performance metrics

FACTOR – San Francisco, CA | November 2017 to December 2019 
Associate Creative Director, Copywriter
- Embedded with Google teams to develop campaigns for Pixel, Google One, Google Analytics, and Google Ads
- Created integrated marketing deliverables, including websites, digital campaigns, CRM emails, and direct mail
- Partnered with clients, product marketing managers, and design teams to align creative direction with strategic goals

TOLLESON – San Francisco, CA | February 2016 to October 2017
Associate Creative Director, Copywriter/Strategist 
- Led brand strategy and content development for Cisco, Lucid Motors, Fulcrum Coffee, Pablo Designs, and UCSB
- Created messaging strategies, brand narratives, and voice guidelines across web, print, and social media
- Partnered with design teams to deliver integrated brand experiences and positioning campaigns

EDELMAN DIGITAL – San Francisco, CA | November 2010 to February 2016 
Associate Creative Director, Copywriter 
- Directed integrated campaigns for clients including Microsoft, Adobe, Volkswagen, Starbucks, and PayPal
- Managed a creative team through concepting, execution, and delivery of campaigns
- Partnered with PR and strategy teams to align creative with broader communications initiatives
- Contributed to multiple new business wins by developing creative concepts and presenting to clients

INCASE – San Francisco, CA | June 2009 to October 2010 
Senior Copywriter 
- Produced copy for print ads, digital campaigns, packaging, and e-commerce site
- Collaborated with product development and industrial design to ensure accurate messaging
- Managed translation processes for global markets across print and digital assets

L'BEL PARIS – San Francisco, CA | August 2005 to January 2009 
Senior Copywriter and Translator 
- Translated (Spanish to English) and wrote 120-page printed skin care, cosmetics, and fragrance catalog every three weeks, creating copy appropriate for the US market 
- Translated and wrote sales conference scripts, training materials, magazine for sales consultants, web content, and product descriptions and instructions
- Coordinated production schedules with headquarters in Peru 
- Managed and mentored junior copywriters/translators

EDUCATION 
B.A. in Spanish with Russian Minor, University of Texas at Austin 

ADDITIONAL LANGUAGES 
Bilingual (English and Spanish); knowledge of Russian, French, German, Cantonese,
Swedish, Portuguese, and Japanese

SKILLS
- Creative and Strategy: Creative direction, brand strategy, copywriting, editing, proofreading, content strategy, messaging development, storytelling, campaign development, concepting, ideation
- Digital marketing: Multi-channel campaigns, social media, paid media, CRM, display advertising, SEO writing
- Leadership: Team management, mentorship, cross-functional collaboration, process optimization, client/stakeholder management
- Tools and platforms: Adobe Creative Suite, Google Ads, Google Analytics, Asana, Figma, Monday.com, Slack, AI-powered creative tools

ADDITIONAL INTERESTS
- DJing, music production, studying languages