Senior Experiential Designer
LANDOR (Walmart USA)
Oct 2023 - Currently
Remote Mexico City, MX / Cincinnati, OH, USA
- Comprehensive store redesign under new brand guidelines; graphic systems, signage and visual merchandising.
- Reinvention of 8 departments, 9 minor sections and associate spaces; 2D/3Dpackages for rollout and pilot tests.
- Educational experiences along the retail journey (storytelling and contextual content).
- Standardized wayfinding and signage; coordination with operations/architecture and remote implementation.
- Strategic remote audits from Mexico City in big‑box stores; reports and prioritized improvements.
Retail Design Lead
HONOR
Jan 2021 – Oct 2023
Mexico City, MX
- Leadership of the retail design team; visual presence in department stores and carrier points of sale.
- Concept and implementation of a Mexico‑exclusive brand identity; memorable point‑of‑sale presence.
- Graphic rollout across 800 stores nationwide.
- Development of Retail Visibility & Display Guidelines; consistent execution across multiple locations.
- Workflow and communication management with operators and retailers; optimized processes and deliverables.
- Retail + Marketing coordination for 360° campaigns; cross‑channel integration and increased brand exposure/engagement.
Retail/Marketing Design Lead
Huawei Technologies (HONOR)
Apr 2019 - Dec 2020
Mexico City, MX
- Establishment and growth of the Design team; dynamic, collaborative culture.
- Mexico‑exclusive brand identity design aligned with global values.
- Graphic rollout across 350 stores nationwide.
- Comprehensive brand guidelines (social media, website, point of sale) for consistent representation across platforms.
- Creative direction for marketing campaigns; concept through execution, effective brand communication.
Art Director
1UP (UNICSPORT Footwear)
Jul 2017 - Mar 2019
Mexico City, MX
- Social media marketing campaigns; strategic content and messaging to increase
- brand visibility and engagement.
- Digital marketing and e‑commerce strategy development.
- Inventory, sales and shipping management across digital channels.
- Brand initiatives implemented; increased brand awareness and 80% sales growth.
Editorial Graphic Designer
Grupo Romo (ANDREA®)
Oct 2016 - Jun 2017
Naucalpan, State of Mexico, MX
- Fashion catalog editorial design; coherent product presentation and brand aesthetics.
- Design and layout supervision; prepress and printing management.
- Photo shoot coordination; imagery aligned with catalog design direction.
Freelance Graphic Designer
Visiones y Colores
Nov 2012 - Oct 2016
Zihuatanejo, Guerrero, MX
- Brand identity and website design for SMEs and government organizations.
- Responsive websites (CMS); content architecture and basic SEO optimization.
Junior Graphic Designer
Focus Publicidad
Sep 2011 - Oct 2012
León, Guanajuato, MX
- Graphic design for advertising campaigns for SMEs and local branches of multinational companies.
- Production support, prepress, and multiformat asset adaptation.
