About
My work lives where creative strategy, media and entertainment meet — and where cultural ideas turn into business results. Over more than ten years I've built that intersection on purpose: a strategist who came up inside media agencies and grew into creative leadership. At Havas I learned how brands really grow, anchored in the Meaningful Brands framework. At Dentsu I directed content strategy across FMCG, retail, finance and energy, building ecosystems engineered to drive consideration and purchase intent. At Netflix I built the creative brand partnerships function for Spain & Portugal from the ground up, setting strategy and creative direction for the platform's biggest launches — Stranger Things, Squid Game, Wednesday — and working with the senior leadership of brands like Mahou, McDonald's and Movistar to make global cultural moments genuinely relevant, and commercially effective, in market. The through-line is consistent: I find the real role a brand can play in culture and turn it into conversation, intent and commercial impact. Most recently I've gone deep on generative AI applied to strategy, building research and creative agents that sharpen how I work.
Professional Experience
Career Break — Volunteering & Generative AI
Jan 2026 – Present
Uganda & Spain
Took a deliberate break to invest in two things: contributing on the ground and getting ahead of where the industry is going.
- Volunteered with Rafiki Africa (Uganda), building the NGO's content strategy and translating complex social contexts into narratives for international audiences.
- Went deep on generative AI applied to marketing strategy — building research and creative agents that accelerate desk research, insight generation, trend analysis and ideation, and now inform how I work day to day.
Senior Marketing Manager Creative, Spain & Portugal — Netflix
Jan 2025 – Jan 2026
Madrid, Spain
- Built and led Netflix's creative marketing partnerships function for Spain & Portugal, setting partnership strategy and creative direction for the platform's biggest global launches — Stranger Things, Squid Game, Wednesday.
- Directed 11+ partnerships with major brands — Mahou, McDonald's, Burger King, Doritos, Movistar and Vodafone among others — partnering directly with their senior marketing leadership to align each collaboration with both Netflix's launch goals and the brand's commercial agenda.
- Defined the strategic role of each brand inside the show's narrative, turning deep fan understanding into cultural conversation and purchase intent — and converting partner brands' own media investment into amplification for Netflix titles.
- Drove strong commercial impact across the partnership portfolio — from a record-breaking limited-edition launch and top-selling campaigns for partner brands to significant earned media generated through standout activations.
- Led and mentored a team of 3 Creative Managers, owning the creative bar end-to-end across PR, social, influencer and product.
Content Strategy Director — Dentsu Story Lab
Jan 2023 – Jan 2025
Madrid, Spain
- Directed content strategy for global brands across FMCG, retail, finance and energy, building ecosystems engineered from deep audience understanding to drive consideration and purchase intent.
- Established content as a strategic growth driver rather than a communication layer, defining scalable platforms and editorial ecosystems that differentiated brands and delivered against business objectives.
- Acted as strategic counsel to senior client stakeholders — marketing directors and business leadership — translating brand and commercial objectives into content strategy and aligning creative ambition with measurable KPIs.
- Delivered measurable growth across the portfolio: an 80% increase in brand searches and +12 p.p. in seasonal brand association.
- Led cross-functional teams, owning the strategic and creative bar across the full content output.
Clients: Heinz, Domino's Pizza, Eni Plenitude, Orlando Tomato, Imagin Bank, Foster's Hollywood, Eroski, Metricool, Mastercard.
Content Strategy Manager — Dentsu Story Lab
Jul 2019 – Dec 2022
Madrid, Spain
- Defined content ecosystems and scalable formats, establishing content as a strategic growth driver that connected storytelling, media and business objectives across the full funnel.
- Built influencer and social strategy into content from the outset, aligning creator selection and platform-native storytelling with the cultural insight behind each platform.
- Led cross-functional teams across creative, media and performance, holding strategic consistency across the full content output.
- Strengthened brand perception and community: +10% association with a territory, +14 p.p. as “most innovative and entertaining brand” and 25% TikTok community growth.
- Evolved content strategies through audience insight and performance data to improve campaign impact and scalability over time.
Clients: MasMovil, Oreo, Fontaneda, Juanola, Vivesoy, Kellogg's, Bezoya, Imagin Bank, Hero, Iberia, Arla Foods.
Strategy Manager — Havas España
Feb 2016 – Jul 2019
Madrid, Spain
- Developed integrated campaigns and content strategy for global brands — Disney, El Corte Inglés, Telefónica (O2, Movistar), Repsol, LVMH — bringing innovation to how media and creativity worked together.
- Grounded my strategic approach in the Meaningful Brands framework, defining the role a brand plays in people's lives — a principle that still anchors how I build strategy today.
- Drove double-digit gains in brand awareness and consideration across multiple campaigns, building strategic concepts grounded in consumer insights that turned brand objectives into culturally relevant storytelling.
- Orchestrated creative, media and production teams to deliver integrated campaigns against client KPIs.