Born and raised in Colombia, I moved to San Francisco in 2015 to get an MBA in Design Strategy from California College of the Arts.
After 7 years working in the startup environment, I moved to New York to continue my work in Design & Tech, while teaching at Parsons School of Design. Today, I bring to life digital products people love, and help teams grow through facilitation.
SR. PRODUCT DESIGN MANAGER
UST (Global Digital Transformation Solutions Firm)
Sept 2022 - Present | New York, NY
Delivered 5 software/platform solutions to market
Facilitate strategic alignment between top executive leaders structuring roadmaps for digital transformation and leading workshops with key business units to define product design strategy
Design digital products by analyzing customer needs, business objectives and data to turn broad conceptual needs and insights into validated value-generating solutions; influence organizational stakeholders, resource investment, product KPIs and GTM
Lead design teams, owning hiring, training and management. Own cross-functional collaboration with Business, Engineering, Product and Content partner teams, building collaborative systems under Agile and SCRUM methodologies
DESIGN STRATEGY & PRODUCT LEAD
UST (Global Digital Transformation Solutions Firm)
Aug 2020 - Aug 2022 | New York, NY
Designed user experience for various B2B and platform solutions, leading end-to-end design and delivery roadmaps (exploration, requirements, wireframing, UI, functional prototyping, dev implementation, QA)
Led product development engagements for clients including Intel, Sony, Anthem, and T-Mobile, managing a team of cross-functional collaborators, overseeing the entire design process from research through implementation
Owned User Research and Data Analysis through quantitative and qualitative methods including usability studies, heuristics analysis and data-driven insights; conducted up to 80 in-depth interviews with users globally; mapped customer journeys and pain points, user flows, requirements and recommendations and defined prioritized MVP roadmap
PROFESSOR
Parsons School of Design , The New School
Jan 2023 - Present | New York, NY
Currently teaching ‘Strategic Management and Business Models & Entrepreneurial Strategy ‘ courses at Parson’s BBA
See the course I teach here
UX RESEARCHER
CodeScty (Education platform)
Jun - Sept 2020 | Remote
Conducted primary research leading 20 in-depth interviews and outreach to collect 60 short survey responses + secondary research identifying insights to validate market opportunity
Defined value proposition and positioning strategy with founder team, identified key awareness customer touchpoints
Delivered a streamlined mobile-first UX strategy; developed lo-fidelity prototypes and digital assets for design execution
HEAD OF BUSINESS LINE
Off the Grid (Food & hospitality platform)
Jan 2019 - March 2020 | San Francisco, CA
Reported directly to CEO to inform corporate strategy; defined and managed B2B product roadmap
Led a cross-functional product leadership team of 8 to execute strategy and key growth initiatives via partnership with Marketing, Sales, Software, Operations, and Finance
Developed and managed integrated marketing and sales campaigns for B2B products; drove $10M in B2B revenue with YOY revenue growth of 41%
Designed account management program to nurture and grow relationships with Fortune 500 companies including Salesforce, IBM, Workday, Facebook, Google & Abbott; implementation resulted in sales growth of $6M
Shadowed corporate workplace managers and conducted 30 interviews to map service ecosystem, blockers and enablers; defined primary customers; built and managed Go-to-Market strategy and defined value propositions for 2 unique business lines
BUSINESS COMMUNICATION STRATEGIST
Off the Grid
Jul 2017 - Dec 2018 | San Francisco, CA
Developed Go-To-Market strategy for two distinct B2B Business Lines; structured RFPs for Fortune 500 corporate clients including Tesla, Google, Microsoft and Facebook, building $20M in sales pipeline
Led key pitches for sponsorship acquisition, including Apple and Diageo, securing $350M in partner deals
Built pitch decks and corresponding scripts for C-Suite for investor funding pitches, partner engagement, and convention series
Collaborated with managers to rollout subject-matter capabilities training; streamlined all internal communications via intranet achieving 80% adoption in 90 days
PROJECT MANAGER
Off the Grid
Sept 2016 - Jun 2017 | San Francisco, CA
Managed new website launch; oversaw UX and content creation; directed product photo shoots
Coordinated proprietary hardware initiatives aligning cross-functional team, managing full product launch
Built multi-channel marketing campaigns and worked with sales managers to create sales enablement content for digital touchpoints, speaking opportunities, and printed collateral
Prototyped beta product, generating user journey evaluation; delivered market research for quality and feature assessment
Delivered trend analysis reports, marketing and brand strategy recommendations for Ray-Ray product innovation
MARKET RESEARCH COLLABORATOR
Strive Insight (Research and insight agency)
Feb 2016 - Dec 2018 | Freelance
SOCIAL MEDIA MANAGER
BPN Worldwide (Full-service media agency)
Jan 2015 - Sept 2015 | Remote
Created communication strategy and managed online community for leading Colombian coffee brand; grew social footprint by 7% with 4.5% engagement increase
Developed ATL, BTL, and digital advertising campaigns for global brands including Coca-Cola, P&G, Kellogg and McDonald’s
Led team of 4 to win two key accounts: Old Spice and Head&Shoulders
COPYWRITER
Leo Burnett (Global advertising agency)
May 2013 – Dec 2014 | Bogota, Colombia
GRAPHIC DESIGNER
Grupo Nutresa S.A (Food & Beverage Conglomerate)
Jun 2012 – Apr 2013 | Bogota, Colombia
Developed all graphic material for localization of global food chain, adapting brand and marketing tactics for the Colombian market
Designed and executed digital and ATL campaigns, resulting in 50% restaurant attendance increase