2004
Beggining as an Art Director

I unknowingly started my career at the end of traditional advertising as we knew it. I worked during the final days of Above-the-Line (ATL) advertising when it was still the dominant force.

My first exposure to the internet was in 1999, and it always intrigued me. However, when I began college, it wasn’t a big deal yet; all the attention was on TV, radio, and print media. The same held true for my first job in the industry.

Internally, I sensed that a significant change was on the horizon.

2013
Regional Experience

In that year, I relocated to Honduras. When we began, there were only three people in the department, but by the time I left BBDO in 2017, it had grown to 17.

During my time there, I was involved in both local and regional campaigns. We initiated a digital-first approach to enable integrated communication, leveraging data to gain deeper insights.

2020
Digitas Guatemala

Two years after my return to Costa Rica, I seized an opportunity to embark on a new chapter in my career, reporting directly to Publicis Groupe.

One of the largest communications holding companies launched its new digital business unit in Guatemala, known as Digitas, serving the region. I took on the role of Managing Director, facing two significant challenges: leading a regional pitch for Walmart and navigating the early days of the COVID-19 pandemic, just two months after relocating.

By mid-2022, the agency had achieved profitability, boasting a team of 70 professionals covering Central America and serving clients in the region (Walmart and Claro) and across Latin America (Payless).