APPLE
iphone 11 apr launch

Challenge
Apple needed to adapt and launch the iPhone 11 campaign across APR stores in Mexico, Colombia, and Chile. APRs are independently managed franchises, but Apple requires strict brand consistency — making it essential to scale global assets while keeping cultural relevance.

Strategy
As Strategic Digital Producer, I coordinated with MediaMonks’ Hilversum office to deliver localised campaign adaptations for social media, highlighting key product features such as the Ultra-wide camera, durability, and enhanced battery.

The creative solution was built around 3 stories of Latin American families, each showcasing a personal passion and demonstrating how the iPhone 11’s functionality supported it. This narrative connected product features with relatable, everyday experiences at the point of sale.

Result
The campaign successfully rolled out across three countries with consistent brand execution, while resonating locally through culturally relevant storytelling. I worked directly with Apple’s Worldwide Creative Director Lane Foard and LATAM stakeholders, strengthening collaboration between global and regional teams. My English proficiency enabled me to lead international coordination seamlessly, managing both teams and client relationships.

same words, same value 75th anniversary campaign

Award winner at

For its 75th anniversary, Scrabble wanted to refresh its image in Mexico. The brand was seen as outdated and boring — a game only for the highly knowledgeable.

Strategy
I began by debunking these myths, showing the creative team how simple and fun the game really is, even in other languages. In Mexico, English words like random or cringe are part of daily slang, proving that Scrabble could feel modern, flexible, and relevant. The insight: Scrabble is a game you can play under your own rules.

Creative Idea
This strategic approach evolved into the campaign platform “It’s Your Rules”, opening the game to everyone. It became a bold cultural statement by incorporating inclusive language: in Spanish, feminine word forms often score fewer points than masculine ones, reinforcing inequality even in play. The campaign challenged this by proposing a simple, powerful solution: every word should have the same value, regardless of gender.

For Pride Month, the idea evolved into “Same Points, Same Value”, highlighting inclusive LGBTQ+ words and values, reinforcing Scrabble as a brand that stands for equality.

Result
The campaign reignited Scrabble’s cultural relevance, sparked national conversation, generated thousands of positive mentions on social media, and won 2 Bronze awards at El Ojo de Iberoamérica (Media & CSR).

A BETTER DAY, EVERY DAY. AWARENESS CAMPAIGN

Challenge
IKEA needed to introduce itself to the Mexican market with its first-ever awareness campaign. The challenge was twofold: Mexico is a highly competitive retail landscape, and foreign brands are often perceived as high-end or expensive — at odds with IKEA’s promise of affordability and accessibility.

Strategy
To make the brand feel familiar and approachable, I suggested displaying prices for the first time in an awareness campaign, underscoring that IKEA’s design is both functional and affordable.

The creative approach tapped into cultural relevance by reimagining three iconic Mexican songs, rewriting their lyrics to highlight IKEA’s role in daily life. This gave the campaign an immediate sense of connection while positioning IKEA as a brand that understands local culture. Strategic OOH placements reinforced the message — for example, family-oriented executions were placed near schools to reach kids and parents directly.

Result
The campaign, “A Better Day, Every Day”, successfully introduced IKEA to Mexican consumers, reinforcing its purpose of making better living accessible to everyone. It created widespread familiarity with the brand, generated strong cultural resonance, and marked a milestone in IKEA’s positioning as a household name in Mexico.

Breast cancer AWARENESS INITIATIVE

Challenge
Breast cancer is one of the leading causes of death among women in Mexico. For Pink October, The North Face wanted to participate in raising awareness, encouraging women to overcome taboos and explore their own bodies as a vital step in prevention.

Strategy
I connected the brand’s essence, Never Stop Exploring, with a human insight: while exploring usually changes lives, in this campaign, exploring could save lives. This became the foundation of a purpose-driven activation strategy designed to align The North Face with women’s health, transforming the brand’s spirit of exploration into an act of self-care.

Result
The campaign set the basis for an always-on communication approach during Pink October, positioning The North Face as a socially responsible brand that stands with women, expanding its relevance beyond outdoor exploration into meaningful cultural impact.

when curiosity is the drive, we never cease to explore

Challenge
Mezcal is one of Mexico’s most iconic drinks, but the category had become oversaturated — new brands appeared constantly, and The Lost Explorer entered the market as the “new kid on the block.” The brand faced low awareness, strong competition from established players, and the added complexity of launching during COVID-19, when travel restrictions and economic strain limited opportunities to build brand visibility.

Strategy
To cut through, I built a brand strategy anchored in curiosity as a uniquely human force — the drive that makes us explore, learn, and thrive. We translated this into a distinctive brand world using the four natural elements (earth, air, fire, water), each linked to immersive experiences and content. On social media, the approach was designed to:

Increase awareness and affinity.
Associate the brand with adventure and nature.
Express The Lost Explorer’s lifestyle and values.

Result
The campaign elevated The Lost Explorer beyond being “just another mezcal,” positioning it as a journey into discovery. By embedding curiosity into every touchpoint and aligning with lifestyle values, the brand sparked intrigue across audiences, set itself apart in a crowded category, and laid the foundations for sustainable growth in both digital and cultural relevance.

ALLEGRA: A BRAND IN SEARCH OF PURPOSE

Challenge
Allegra (Allevia in the UK) wanted to evolve beyond being seen as a product that simply relieves symptoms. The goal was to build a meaningful brand purpose, especially as awareness grew around the connection between air pollution and allergic rhinitis. The challenge was to position Allegra not just as a medicine, but as an ally in addressing one of the root causes of allergies.

Strategy
I developed a creative strategy anchored in a human truth: we are all connected by the air we breathe. Breathing is constant, vital, and often overlooked — making it a powerful and relatable platform for the brand’s purpose. From this insight, we built a communications platform that combined awareness with action, supporting local initiatives in Colombia to fight air pollution and educate communities on the importance of clean air.

Result
The initiative repositioned Allegra as a purpose-driven brand that goes beyond symptom relief. By linking the brand to the universal act of breathing and actively contributing to environmental causes, Allegra strengthened its cultural relevance, reinforced consumer trust, and set the foundation for global scalability of its brand purpose.

TapIt: a brand revamp in
Colombia

Challenge
During the pandemic, TapIt — AB InBev’s beer and snack delivery app — had a unique opportunity to capture the boom in at-home consumption. However, both the app and the brand identity felt outdated, limiting its ability to stand out in a crowded digital delivery market.

Strategy
I developed a new brand strategy that redefined TapIt’s personality into something simple yet quirky, giving it a distinctive tone that could cut through and connect with consumers. This was translated into refreshed graphics, brand guidelines, and a strategy workshop, ensuring alignment across teams and a clear foundation for the relaunch.

Result
The strategy positioned TapIt as a relevant, refreshed, and distinctive brand experience, ready to capture new audiences during the pandemic and beyond. It laid the groundwork for consistent communication and stronger consumer engagement in a highly competitive category.

NESTLÉ: ALWAYS ON CONTENT STRATEGY FOR PARENTS

Challenge
Nestlé wanted to strengthen its role as a trusted partner in early childhood nutrition through its Healthy Start, Healthy Life platform in Mexico, focused on the critical first 1,000 days of life. The challenge was to create content that was not only informative and compliant with strict local regulations, but also relevant and engaging for mothers and families.

Strategy
Bringing my insights as a mother, I led the content strategy and creation, developing a balance of branded and editorial content that placed Nestlé products across different baby life stages. The content was designed to be educational, culturally relevant, and trust-building, making the platform a reliable source for parents.

Result
The program reached 3M+ families, and I contributed over 200 articles and 100+ social posts. The initiative reinforced Nestlé’s reputation as a partner in early childhood nutrition, while deepening engagement with parents at one of the most important stages of their children’s lives.

FUTURE IN ACTION: A BRAND PURPOSE FOR A BETTER FUTURE

Challenge
Cemex, one of the largest construction-materials companies globally, faced a massive sustainability challenge: the cement industry accounts for around 8% of global CO₂ emissions. The central mission became clear—decarbonize operations and products while meeting growing demand across varied regulatory environments

Strategy
I led the initiative from start to finish by designing and executing a comprehensive stakeholder-driven approach. I:

Created a questionnaire and conducted over 20 in-depth interviews with key Cemex stakeholders—gathering insights to shape the Vision and strategic pillars for Future in Action.

Built an strategic and creative concept that framed Future in Action not just as a sustainability campaign, but as Cemex’s operational and cultural transformation roadmap towards carbon neutrality.

Result
The Future in Action program became Cemex’s signature environmental platform, outlining aggressive decarbonization goals:

  • Achieving net-zero CO₂ by 2050 via validated science-based targets, and interim 2030 reductions—47% in Scope 1, 65% in clean energy use, and significant cuts in Scope 3 emissions.

  • Elevated Cemex as an industry leader in sustainability, backed by board-level governance, global validation, and partnerships like SBTi and Race to Zero.

ABUELITA HOT CHOCOLATE: BRINGING MEXICAN TRADITIONS TO LIFE

Challenge
Chocolate Abuelita, Mexico’s iconic hot chocolate brand since 1939, wanted to celebrate Day of the Dead — one of the country’s most important holidays — with its annual tradition of releasing limited-edition decorated cups. The challenge was to ensure the brand stayed culturally relevant and emotionally resonant, while differentiating its collectibles in a crowded holiday market.

Strategy
For this year’s edition, we centered the campaign on one of the most cherished figures in Mexican families: grandparents. The storytelling connected cultural rituals with intimate family moments, reinforcing the brand’s role as a symbol of warmth, remembrance, and tradition.

Result
The limited-edition cups became highly coveted collectibles, selling out by the second week of launch, and strengthened Chocolate Abuelita’s positioning as a brand deeply tied to Mexican heritage and family traditions.

a celebration of SPONTANEITY

Challenge
Olmeca, part of Pernod Ricard, had a strong presence at the trade level but was barely visible in consumer conversations online. The brand wanted to refresh its positioning for younger audiences and translate tequila’s fun, spontaneous energy into digital-first experiences that could travel across markets.

Strategy
As LATAM Strategy Lead at MediaMonks, I helped develop the creative platform “Bring the Party, Not the Plan”, anchored in spontaneity as a universal human truth. The campaign was structured around content pillars — Lifestyle, The Bottle, The Shot — each activated through tailored digital content and influencer amplification for China, Colombia, Russia, Turkey and South Africa.

Result
The strategy repositioned Olmeca as a bold, spontaneous tequila brand that cut through a category often seen as repetitive and traditional. The campaign boosted brand engagement, increased participation in social channels, and helped Olmeca reconnect with Gen Z and Millennial consumers globally.

A refresh in campaign strategy, driven by kpiS

Challenge
Scotiabank’s in Mexico had never worked with structured communication strategies before. Campaigns were often executed without a clear strategic foundation, which limited alignment between briefs, creative ideas, and client needs. At the same time, the bank was pushing to accelerate its digitalisation, requiring more human and engaging communication across channels.

Strategy
As Strategic Lead, I introduced a new insight-driven strategic planning process, working directly with Scotiabank’s Marketing Managers in both, Mexico and Canada. My goal was to humanise communications, build strategies aligned to both briefs and business needs, and ensure creative work was grounded in clear consumer insights. This new approach supported the bank’s digitalisation journey by connecting products and services with clients in more meaningful ways.

Result
For the Cashback campaign, registered clients generated over $210M MXN in revenue — exceeding the target by 25%. Beyond immediate results, I became a key element in reshaping how Scotiabank approached communications: from campaign-by-campaign execution to a strategy-led process that improved alignment, creativity, and business impact.

MEDICAL CONTENT FOR SOCIAL MEDIA AND MAILING STRATEGY

Challenge
In Mexico, many infants begin consuming soda and sugary drinks as early as six months, posing serious risks to their long-term health. Nestlé's Medical Scientific Community (formerly known as MSC) was under-engaged, and there was a critical need to empower pediatricians to help educate parents during the crucial early stages of child development.

Strategy
I led the digital content strategy—crafting and directing educational, culturally relevant campaigns on Facebook and via email. By extending medical insights through engaging, parent-focused messaging, incorporating illustration, we aimed to activate the medical community and amplify reach among families.

Result
Thousands of paediatricians joined the Early Nutrition program, confidently promoting healthy starts for babies and delivering guidance in local public hospitals across Mexico.

MAIL STRATEGY

Challenge
Low engagement among a premium audience of politicians, diplomats, senior business leaders, and Bupa agents.

Strategy
Partnered with Ogilvy Miami to redesign the email system with dynamic illustrated layouts, sharper headlines, and concise copy to make communications feel premium and valuable.

Result
Click-through rates rose well above industry norms (2–3%), with significantly more recipients engaging with promotional content.

rebranding for usa and canada

Challenge
Molson Coors launched Clearly Kombucha, its first non-alcoholic beverage brand in the U.S. market. The challenge was to reposition and relaunch the brand in a crowded functional beverage category, ensuring differentiation and consumer relevance.

Strategy
I led the full strategic and creative transition:

  • Oversaw the brand repositioning and coordinated packaging redesign for the U.S. and Canadian launches.

  • Directed a complete website UX/UI revamp to align with the new identity and consumer journey.

  • Developed a tailored social media strategy to reintroduce the brand and connect with health-conscious consumers.

Result
The relaunch positioned Clearly Kombucha as a differentiated, lifestyle-driven product, strengthening Molson Coors’ credibility in the non-alcoholic space and resonating with health-focused audiences.

LATAM BRAND STRATEGY LEAD

Challenge
Bitso, Latin America’s largest crypto platform, faced the challenge of building trust in both the brand and cryptocurrency during a time of high skepticism and uncertainty in the market.

Strategy
I created the name and positioning for Bitso+, the app’s yield product for Bitcoin and Ethereum. In parallel, I led the development of new brand guidelines — covering tone of voice, personality, and messaging — to ensure clarity, credibility, and cultural relevance across markets.

Result
This work helped establish Bitso as the region’s most credible and consumer-friendly crypto brand, strengthening its reputation and encouraging adoption across LATAM.