I am a creative leader that inspires teams to elevate brands through amazing experiences. Solving problems through design, concepts, stories and narratives comes naturally to me and has helped major brands to create deeper connections with their audiences. My interest in the ever-evolving world of technology is inspired by passion and curiosity. Understanding the symbiosis of technology and creativity has earned me leadership roles in traditional TV, satellite and streaming services and will continue to influence my next creative venture.

Articles and publications:

• Hispanic Executive.- Fusing Art and Technology by Julia Thiel, Sept. 2019

• Behance.- Rebranding TiVo, Oct. 2019

PROFESSIONAL EXPERIENCE

TiVo, Burbank, CA                                                                                   
11/2007–Present
Global leader in digital entertainment technology solutions (Rovi acquired TiVo in Sept 2016).

Vice President, Brand, Web and Creative, TiVo 
 9/2017- Present

Responsible for the TiVo brand strategy, design language, personality and voice in the market. Lead a team of creative talent who execute the brand vision across a full range of marketing efforts and products, interacting with different departments and stakeholders on a day to day basis.

• Working closely with C level executives, launched TiVo’s streaming service, TiVo+. Responsible for the development and creative execution of the brand and on-air visual identity. Help sales and programing to drive awareness for advertisers, and growth of viewership engagement by developing multiplatform campaigns and cross channel promotions. 

•  Led TiVo’s rebrand efforts during its acquisition by Rovi. Created a new messaging framework, visual platform, brand guidelines, 360 campaigns and world-class website to drive brand awareness ahead of the launch of the next-gen of consumer products.

•  Collaborating with the consumer leadership team, develop the brand identity, product messaging, digital strategy, social media campaigns and creative toolkits for the launch of TiVo’s consumer electronics. Grew relationships with current customers while engaging with new audiences.

• Create turn-key marketing campaigns that cable operators can implement into their marketing plans effortlessly to ensure TiVo’s brand consistency across partners. Collaborate with streaming video services like Netflix, Hulu, Prime and YouTube and manage the cohesive usage of their brand and programing by cable operators.

Sr. Director, Brand, Web and Creative, TiVo
9/2016-9/2017

Developed and implemented the new TiVo brand during the Rovi acquisition and launched in day one. Created a brand messaging framework, style guides, and a microsite used across the integration internal teams to help the implementation of the brand vision. integrated legacy brands and developed a single web platform to display new TiVo’s portfolio and value to the market.

Sr. Director, Brand, Web and Creative Services, ROVI 
2/2011-9/2016

Inspired and mentored an in-house team of creative professionals to deliver world class marketing materials ensuring creative and brand consistency across all platforms (including digital, social, sales and events and corporate). 

• Translated top-level marketing priorities into the brand evolution roadmap and created strategic solutions focusing on the end vision and minute details at the same time.

•  Won several awards, including Telly award for best online commercial and best B2B branded content campaign.

Creative Director, DIVX
11/2007-2/2011

Inspired a creative services team in a fast-paced startup environment. Provided brand management and creative consistency globally across partner marketing, ad campaigns, user experience and products. 

•  Multi-task oriented, produced and directed videos, designed websites, interactive demos, sales presentations, corporate events, trade shows, and multi-platform campaigns. 

•  Partnered with marketing, consumer research, and executive leadership to create innovative, consumer-centric products and campaigns. 

•  Built and managed the creative department and supervised vendors and agencies. 

DIRECTV, El Segundo, CA 
11/2005-10/2007
Direct broadcast satellite service with 18 million subscribers.

Senior Manager, Creative Services

Functioned as Creative Director; led over 30 producers, writers, editors, art directors, graphic designers, and sound engineers in On-Air Promotions and Production Departments. Developed brand strategies. Led team in creative excellence, on-time delivery, and within-budget execution of promotional campaigns. Directed design and implementation of company web sites, VOD, and interactive TV applications.

• Grew audiences in key markets by doubling number of show promos.

• Helped stabilize declining Pay-Per-View (PPV) sales impacted by piracy and competition by creating Emmy award winning promotions.

• Achieved consistent and unified customer online messaging by leading integration of On-air promotions with interactive, web departments, and social media (myspace).

• Reduced call center calls by launching effective on-air campaign of tips and tricks to optimize usage of DIRECTV.

• Won Emmy for Best Promo in 2007 and 2 Gold PROMAX World Awards in 2006.

  
  

NEW WAVE ENTERTAINMENT, Burbank, CA 
3/2005-11/2005
Production, marketing, design, new media, and talent management agency.

Art Director/Creative Director Consultant

Provided creative direction on visual design and concept development for leading entertainment companies.

• Contributed to DVD launches of Harry Potter and Goblet of Fire, Batman Begins, Charlie and the Chocolate Factory, and many WB catalogue movies; art directed DVD menus, graphic elements, and animations for special features.

• Collaborated in graphic packages for CNN, ABC, MTV, and other TV networks.

UNIVISION, Los Angeles, CA
2/2002-3/2005
One of the top 5 networks in the US and leading media company serving Hispanic America.

Art Director/Creative Director

Led creative direction, development, and execution of brand identity for broadcast television, print, and new media. Partnered with Promotions and News departments to create campaigns and graphics. Supported live broadcast events. Collaborated with marketing and consumer research to develop new promotional campaigns, media strategies, and on-air programming. Managed 10+ creative professionals, including producers, editors, and designers.

• Launched Univision rebranding across all media platforms, including on-air, print, web, and interactive.

• Impacted advertising sales in key car sector by introducing DVDs with interactive tools to maximize sales team effectiveness.

• Won Emmy Award for Best Art Direction of TV Network for first time in history of network by leading team to creative excellence.

WALT DISNEY PARKS AND RESORTS ONLINE, Burbank, CA                                             
2/1999-1/2002
Walt Disney Parks and Resorts Online (WDPRO) is the digital media arm of Parks and Resorts segment.

UX Lead Designer

Art directed and designed consumer entertainment and e-commerce web sites for Disney Online. Managed all design phases from conceptual design, storyboards to look-and-feel, user interface design, and animation. Art directed photographers and illustrators, video editors, and junior designers.

• Launched Disneyland.com, Walt Disney World 100 years of Magic, and Disneyland travel booking sites.

• Redesigned Disneyland Resort website; incorporated multimedia elements for richer experience and created e-commerce engine later incorporated in other Disney properties, including DisneyWorld and Disney Cruises.

  
  

ADDITIONAL PROFESSIONAL EXPERIENCE

• Broadcast and Web Designer, CONSULTANT,

• Interactive Designer, HIGHWAY ONE MEDIA ENTERTAINMENT

• Assistant Producer/Director, DQ ADVERTISING GROUP

• Freelance Video Consultant/Producer/Director, TVE/CANAL+/IBERIA Airlines

EDUCATION

Bachelor of Fine Arts in Film and Television Studies, Universidad Complutense, Madrid, Spain

Certificate Program in Computer Graphics and Design, UCLA, Los Angeles, CA

PROFESSIONAL DEVELOPMENT

• Adobe Experience Manager, 2014

• Adaptive Path UX intensive, 2010

• Apple Motion Course, UCLA Extension, 2004

• Apple Final Cut, Moviola, 2003

• Motion Graphic Training, American Film Institute, 1999

AWARDS

• 2 Emmys, best promo and best art direction

• Several Telly Awards including best online commercial and B2B content

• Webby Award for best web site (divx.com)

• 2 Gold Promax , several Silver and many nominations