About me.

After so many years building brands, I noticed something had shifted.

What I used to call "convictions" had quietly become criteria. Not rules to defend, but judgments to trust. The difference matters. Convictions are inherited or argued for. Criteria is earned by doing the work over and over, trusting your gut, which is really our experience acting as RAM.

That's what "handcrafted" actually means. That the work has been made enough times that the criteria speaks louder than any framework.

I started as a copywriter at eighteen. Crossed into strategy in my mid-twenties. Independent for the last ten years.

AI has arrived to change everything. For now, it changes the scale, not the essence. It expands the research. Accelerates the problem-solving. Multiplies possible futures. But criteria, commitment and empathy still win the pitches, the brands and the teams.

That's what I bring to a project. Everything else (frameworks, rationales, keynotes and workshops) is craft.

25 years in. Based in Madrid, working globally.

In 25 years I sat on both sides of the table: creative and strategist, agency and independent. Along the way I learned to co-create a brand alongside founders, to be a strategic sparring partner for CMOs, and a teammate for CSOs.