RESUME

       EXPERIENCE:

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Co-founder, Icefire Company

July 2023 - Today 

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• Passion-driven venture creating custom-made wellness products — cold plunges, saunas, and fire pits — designed to foster human connection and intentional living.

• I lead the creative direction, product, and brand development of the company, shaping its visual identity to cater to a high-end clientele often accompanied by savvy and creative architects and interior designers. From concept to finished product, I oversee design, photography, and content creation, ensuring every detail reflects the brand’s craftsmanship and philosophy. I balance the creative process with hands-on involvement in production, materials, and client experience.

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Strategy Lead at Sagicor Costa Rica

November 2021 - July 2023

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• Worked alongside upper management to translate business goals into clear, visual strategies and presentations.

• Developed insights and reports that helped shape the company’s strategic planning and long-term direction. Beyond data, my focus was on how ideas were communicated . I carried out projects making complex information accessible and visually engaging to support decision-making and company-wide alignment. 

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Group Insurance Sales Lead at Sagicor Costa Rica

January 2021 - March 2022

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• Lead the assigned Specialist Team, guiding and advising them through the execution of sale and account strategies. 

• Provide the Specialist Team members with metric based feedback that will help them achieve set goals as well as empower them in their own profesional growth.  

• Responsible for creating, executing and measuring prospect strategies, quotation, pipeline control, sale, subscription, inclusion, retention, post-sale service, renewal and up-selling of Benefit Insurance, and Credit Protection Insurance; in order to fulfill profitability, sales management and premium growth goals.

• Represent: (i) Sagicor in front of the Client or Intermediary; (ii) the Client's interests in relation to the product; and (iii) the Intermediary before Sagicor.

• Propose, implement and control: new product launch programs.

• Update communication conditions, training, incentives and follow-up to intermediaries, prospects and active accounts. ​

 

Creative Production Manager at Catalina USA

March 2019 - December 2020

 

• Managed a talented creative production team responsible for delivering design assets for both print and digital campaigns

• Support the individuals on the Creative Production team by providing feedback based on data, development goals and needs. 

• Work cross functionally with other teams in operations in order to enforce process compliance and troubleshoot issues

• As a member of Creative Leadership team, collaborate in creating and implementing the long-term strategy for a constantly-changing market. 

• Serve as a Creative Services subject matter expert in design and production-related topics. 

• Manage projects and maintain project data in Salesforce

• Operate creative production applications on a Mac

• Actively participate in Media Services and Creative Services meetings and contribute to Catalina’s culture of creativity

• Keep up-to-date on design trends, production technology, and brand marketing, with a focus on the CPG and retail industries. 

• Provide assistance to the general design/production needs of the department as directed. 

• Function as a graphic designer across the full range of Catalina products in times of high task volume (as needed), or to keep current with design skills and process.

 

Branding Manager at PDB Design/Build

August 2017 - February 2019

 

• Led the branding division within a design and architecture firm that integrates brand identity into physical spaces. 

• Managed projects from concept to completion — meeting with clients, coordinating teams, and ensuring that every visual element reflected their story and environment.

• My work included art direction, photo coordination, brand manuals, and the development of marketing and social media materials. It was a deeply collaborative role where strategy and design met craftsmanship.

 

In-House Graphic Designer at PDB Design/Build

January 2017 - August 2017

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• Collaborated on branding and ambient design projects, translating brand concepts into physical spaces.

• Developed templates, presentation materials, and handled the company’s social media presence — helping maintain a consistent and recognizable visual identity.

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Relevant Projects

• Wawa Prenatación, Branding and ambient graphics.

• Porto 8 Restaurant, Ambient graphics and Illustration.

• Ara Manzanillo, Brand redesign.

• Azafrán Lindora, Ambient graphics development.

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Freelance Graphic Designer

January 2011 - January 2017

 

Worked closely with entrepreneurs and small businesses to create brand concepts from the ground up. My approach combined listening, collaboration, and design thinking to capture each client’s identity. Projects included logo design, brand books, and communication materials across print and digital formats.

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Graphic Designer at AVON Costa Rica

February 2010 - January 2011

 

Designed monthly catalogue layouts and visual content for the ANEW, TEEN, and SALES sections. This included planning and running photo shoots — from selecting models and props to editing the final images. The role taught me to manage fast-paced production cycles while maintaining creativity and attention to detail, balancing commercial needs with strong visual storytelling.

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