I am the person whom stakeholders call when the company is pivoting, we need a new brand play, and the deadline is tomorrow. Bringing over a decade of experience in B2B tech, leading in-house creative operations and teams, orchestrating marketing campaigns, and managing annual budgets exceeding $500M. Currently serving AIGA as an executive board member for San Diego-Tijuana’s chapter, work I see as an extension of my creative practice—because outside the work itself, it’s the people I get to support who inspire me most. I continue to explore how fast-evolving AI tools can ethically streamline creative operations, sharpen collaboration, and speed up design delivery — ultimately, so her teams have more room to create.
Professional Trajectory
01/2025 – 06/2026
TSIA
Sr. Creative Director, Marketing & Events
I led the development and execution of the global events marketing and promotions strategy, ensuring every initiative reinforced organizational priorities and elevated brand impact. I directed a high-performing team and oversaw all aspects of event planning, creative direction, budgeting, and vendor management. By providing leadership with strategic insights and performance analysis, I ensured our marketing efforts consistently advanced business objectives and delivered measurable ROI.
01/2016 – 01/2025
TSIA
Creative Director, Marketing & Events
Oversaw end-to-end creative operations within a fast-paced in-house studio, driving strategic decision-making across projects with annual budgets of $150,000. Partnered closely with executive stakeholders to transform business goals into cohesive B2B brand storytelling, ensuring efficient workflows and consistent quality across all channels. Drove $300K+ in pipeline revenue by aligning creative strategy with marketing campaigns. Led UX/UI initiatives that boosted website retention by 60% over 3 months. Directed event branding and interactive experiences for 4,000+ attendee conferences, contributing to key revenue growth.
11/2012 – 01/2016
TSIA
Creative Services Manager
Drove innovative marketing campaigns that elevated brand awareness and advanced key business objectives. Championed cross-functional collaboration across Marketing, Product, and Sales teams, as well as with external agencies, implementing modern workflows and alignment strategies to deliver forward-thinking, high-impact creative solutions.
05/2006- 03/2012
Nestlé USA
Constellation Brands
SpinMaster
Sr. Graphic Designer
Designed packaging, identities, typography, and visual systems for global consumer brands (Mouton Cadet, Kim Crawford, Robert Mondavi, Airhogs, Mario Kart, Nesquik, Willie Wonka, Glowelle, and Coffee-Mate). Collaborated with creative and marketing teams to develop brand concepts, packaging pitches, and multi-channel campaign assets including social, email, sales materials, and POP displays. Supported product innovation through brainstorming and critique sessions, and contributed to environmental design for corporate spaces. Mentored junior designers on brand standards and creative best practices to elevate overall team output.