Building a creative
culture at
global scale.
How I connected two international hubs, developed creative leadership inside the operation and helped unlock a new capability for original creation.
View leadership case ↗EN / ES
Creative Director · San José, Costa Rica
Human truths.
Bold ideas.
Real impact.
I turn human insight into ideas, teams and creative work that moves people—and business.
27+Years turning
insight into creative
action
insight into creative
action
2Continents leading
creative teams
creative teams
01Belief: the best
work moves people first
work moves people first
“Ideas matter.How you lead them matters more.”
Selected work · 2010—2026
Work with
something to say.
A curated front door to eight stories. Choose a project to explore its challenge, idea, execution and impact on a dedicated page.
Building a creative
02
Claro Nicaragua
↗Nada mejor que ser Nica.
A cultural truth transformed into national pride—and business growth.
03
El Taller de Billy Sazón
↗Mítico.
Costa Rican legends became the narrative heart of a new tasting menu.
04
Sitel Group · Costa Rica
↗Hiring through uncertainty.
Reframing employment through overlapping national and global crises with clarity, humanity and purpose.
05
Movistar · Nicaragua
↗Send Nacatamal.
A Nicaraguan Twitter trend turned into a real-time act of care.
06
Movistar · Nicaragua
↗Mensajero de razones.
A distinctly Nicaraguan expression transformed into a generational story about staying connected.
07
Asociación Corazón Abierto · Nicaragua
↗Corazón Challenge.
A physical challenge that made a hidden condition—and the organization that could help—visible.
08
Movistar · Nicaragua
↗#NoLoVuelvoAHacer.
A popular Nicaraguan street tradition transformed into a national conversation about the promises that sustain the cycle of violence.
↗ Each cover opens a complete, focused case study.
How I create value
From the first truth
to the final impact.
Strategy and creativity are not separate phases. They are one continuous act of making meaning.
Creative strategy
Finding the human truth that gives every execution a reason to exist.
↗Ideas & campaigns
Turning strategy into concepts people can feel, remember and act on.
↗Creative direction
Building a clear visual and verbal world across every touchpoint.
↗Teams & transformation
Creating the conditions for talented people to do ambitious work at scale.
↗
About Kike
A creative director.
A team builder.
A believer in people.
I've spent more than 27 years turning cultural insight into ideas—and helping talented people turn those ideas into work that matters.
From Nicaragua to Costa Rica, from local brands to Amazon Prime Video, my career has always lived at the intersection of empathy, creative ambition and business reality. Today, I partner with brands and teams that believe meaning is a competitive advantage.
Read my full story ↓Experience · 1998—today
Built across cultures.
Led through change.
My path began in design and art direction, grew through integrated creativity and business leadership, and evolved into building the systems and teams behind ambitious work. The constant has always been the same: understand people first.
Amazon Prime Video / GSS
Creative Director
Creative leadership and capability-building across Costa Rica and India, with confidential global-scale work.
McCann Nicaragua
Chief Creative Officer
Creative leadership for regional and local brands, integrated campaigns and multidisciplinary teams.
Sitel Group
Marketing Manager
Employer brand, communications and recruitment marketing during a period of profound change.
Ogilvy · Publicis · McCann and more
From art direction to executive creative leadership
A career built between Nicaragua and Costa Rica, helping local and global brands find culturally meaningful growth.
What experience taught me
01
Ideas get stronger when people feel safe enough to challenge them.
02
Culture is not decoration. It is where relevance begins.
03
Creative ambition and business reality should sharpen each other.
04
Leadership is measured by the quality others can create without you in the room.
Brands that have trusted me
Scroll to explore →01Amazon Prime VideoGlobal
02Cargill
03Walmart
04ClaroNicaragua
05MovistarNicaragua
06Coca-ColaRegional
07British American TobaccoRegional · Caribbean
08CitiCosta Rica
09Roche15 countries
10GSKRegional
11AstraZeneca6 brands · 15 countries
12AudiCosta Rica
13Banco de Costa Rica
14La NaciónCosta Rica
15Grupo CCNNicaragua
A working belief
“The idea is never
the end of the story.
It's what the idea
makes possible.”