About

I work in communication and marketing strategy, combining creative direction, brand positioning, content, innovation, AI-powered workflows and social impact.
I’m currently Executive Creative Director and Partner at Alva Creative House, an independent agency based in Montevideo, Uruguay, working at the intersection of creativity, sustainability, diversity and innovation.

For more than 15 years, I have helped brands, institutions and organizations turn business, cultural and reputational challenges into clear strategies, relevant narratives and meaningful communication platforms.

I’m also Associate Professor of Creativity and Advertising at Universidad de la República, where I teach students how to connect creative thinking, strategy, culture and communication.

Earlier in my career, I led creative teams at MullenLowe in Uruguay and Paraguay, and worked on global projects for the network across Europe, Asia and Latin America.
I was selected for the Google Rare Leadership Academy, an experience that strengthened my approach to inclusive, diverse and transformative leadership.

My work has been recognized at Cannes Lions, D&AD, FIAP, El Ojo de Iberoamérica, Effie Awards, New York Festivals and UN Women, among others. I was named Best Creative Director in Uruguay twice and have served as jury member and speaker in several industry events.

Today, my focus is on helping brands, companies and institutions build stronger communication, sharper positioning and more relevant creative work.

Recognitions

My work has received more than 100 awards and 50 shortlists across international, regional and local festivals, including Cannes Lions, D&AD, FIAP, El Ojo de Iberoamérica, Effie Awards, New York Festivals, Wave Festival, IAB Mixx, Desachate, Campana de Oro and UN Women.

Selected highlights include 5 Cannes Lions (3 Gold, 1 Silver, 1 Bronze), 1 D&AD Wood Pencil, UN Women Best Ad, FIAP Grand Prix, Wave Festival Grand Prix, The Cup Latam Best of Personal Care, and multiple Gold, Silver and Bronze awards across regional and local festivals.

I was named Best Creative Director in Uruguay twice and have served as jury member at FIAP, Effie Awards, El Ojo de Iberoamérica, IAB Mixx, Tatakúa Paraguay and Campana de Oro.