Originally from Montevideo, Uruguay, shaped by New York and now based in Miami, I have built a global creative career across beauty, fragrance and packaging, with work launched across the United States, Latin America, Asia, Turkey and the United Kingdom.

Coming to New York was once a personal dream. It became the place where my aesthetic vision and creative approach took shape, particularly through my work with mentor Marc Rosen, who taught me to see products not simply as containers, but as art objects, design icons and physical stories that people want to touch, experience and remember.

My experience spans creative direction, packaging and brand innovation across skincare, fragrance and makeup, with work connected to Estée Lauder, La Mer, MAC Cosmetics, Rhode, Laura Mercier, Benefit and r.e.m. beauty. I approach creative leadership through both vision and execution, moving from research and strategy to the idea, the object, the story and the way each decision will live across culture, retail, content and the hands of the consumer.

I am driven by the process of bringing ideas to life and by the people who make that possible. I believe strong creative leadership means recognizing potential, assembling the right talent around a shared vision and guiding the work with clarity until imagination becomes something real, distinctive and commercially meaningful.

Today, I am focused on the next chapter of beauty and fragrance, with a strong interest in global creative leadership, innovation and the continued evolution of the MENAT beauty and fragrance landscape.