Los Angeles, California, United States
Marketing Exec | Cannes Lions Winner | 30+ Clio Awards Winner | Creative Director, Writer & Strategist I love creating blockbuster entertainment. TV shows, trailers, games, songs, films, posters, novels, marketing campaigns - all of it. I am obsessed with the art of storytelling, and its potential to create massive impact on global culture. I am a believer that art and stories - when executed with absolute excellence - have the capacity to entertain and heal the world. I work every day to improve on my craft, and I am grateful to be surrounded by the most awe inspiring creatives working to create entertainment that inspires, thrills, and helps us grow. +Certified Scrum Master Personal Blurb I have been in love with directing, gaming and strategies for as long as I can remember - ever since playing games such as Chess and Magic the Gathering as a kid in Argentina, to studying Directing for the Stage in Theater school; the sheer idea of turning a vision that exists in our collective imagination, grounding it in ambitious goals, establishing creative boundaries that birth freedom, and collaborating with a multitude of individuals to create something greater than the sum of our parts actively fuels me. Current Working at Netflix Creative Marketing with the most stunning colleagues imaginable creating excellent campaigns for some of the World's biggest titles in Genre, Gaming, Spectacle Events and Animation - such as Squid Game, One Piece, Stranger Things, and animated hits like Cyberpunk: Edge runners, Arcane, and Devil May Cry.
I lead global marketing strategy and execution for some of Netflix’s most iconic IPs — including Squid Game Seasons 2 & 3 and ONE PIECE. I began at Netflix driving high-impact animation campaigns like Cyberpunk: Edgerunners (Anime of the Year), and have since transitioned to oversee global marketing for the platform’s biggest franchises. My role blends creative vision with operational excellence: building global strategies, leading cross-functional teams across markets, and delivering world-class campaigns—from trailers and key art to stunts, music videos, and live events—all designed to spark culture-shaping conversation. Highlights: Squid Game 2: Led the campaign for Netflix’s most-viewed debut of all time—#1 in all 93 countries. Generated over 90B+ owned social impressions, inspired 50+ global brand partnerships, and drove integration into global tentpoles (Olympics, Game Awards, NFL Christmas, etc). ONE PIECE: Currently leading the campaign for Netflix’s flagship fantasy franchise. In partnership with Shueisha, we’re building Netflix’s first-ever always-on IP—launching initiatives like a multi-year LEGO partnership, Netflix House activations, and global social ecosystems to engage our 100M+ fanbase. Animation Franchises: Drove breakthrough campaigns for Cyberpunk: Edgerunners (Gold Clio winner, Anime of the Year) and Devil May Cry (on track to be Netflix’s biggest animated campaign yet). Highlights include reviving Evanescence with their first #1 rock single in four years ("Afterlife").
Responsible for directing Xbox’s brand tone, voice and story - primarily through video and graphic assets - for the official Xbox YouTube and subsequent social video platforms channels (IGTV, TW, FB Watch). Designs creative pillars and overall narrative that aligns all Xbox partners - either internal, external, or vendors - with the goal of engaging gamers and bolstering the Xbox community while pushing for excellence in video storytelling. -We developed, scripted, and directed the Creative Pillars for our Xbox YouTube, and it worked! We grew the channel by 2M+ subscribers (+184%) in a little over two years - teamwork makes the dream-work. -The most viral video I wrote and directed featured a fridge. We turned the Xbox Series X fridge meme into a reality, and it trended all over the internet. The 3-minute cinematic satire got over 9M organic views on YouTube alone, and was the most liked post on Xbox’s channel ever (500K+ Likes/300K+ RTs). From an ROI POV, we generated over +10,000% profit in earned, organic media value. -I worked on our community tab initiative on YouTube featuring text-only copy, statics, more memes, and GIFs. I was one of three creatives who posted on the feature every week. We started with zero traction, and eventually grew to generate millions of engagements, with +560% growth in 2020 alone. This now drives over 14% of ALL Xbox Social Media engagement. -I worked with our Game Pass leads to create a pitch for funding video endeavors that led to over 10x added budget to support our amazing team.
Spearheaded Los Angeles media production for top Esport client in OWL: NYXL. Created and implemented a content strategy, meeting aggressive deadlines, to deliver engaging documentaries, video promos, and digital content to reach audiences and build emotional connection with the brand. Responsibilities include but not limited to: Scripting, Producting, Directing, Editing, Strategizing, Coordinating, Marketing, Social Media, YouTube optimization and growth. Select Projects: XL2 ORIGINS | FL0W3R; XL2 ORIGINS | KITTA; NYXL ORIGINS | ANAMO; Watch Party celebration video.
Efficiently lead and administered creative content projects in support of ongoing international esports brand - primarily focusing on the League of Legends team, with supporting content for CS:GO and Heroes of the Storm form time to time. Successfully implemented best practices in content production to include, but not limited to, conceptualizing, scripting, team management, video production, directing gamers, pitching sponsors, and aligning organizational goals with creative endeavors. Innovator and creator of Legends in Action, Life of Legends: Perspectives series, Life of Legends Season 4, and subsequent micro content such as BFF Challenges and Quick Hits. Selected Achievements: - Raised Fnatic's average video retention rate from 35% to 70% and served on team of its most popular game that is primarily responsible for acquiring $7M from multiple investors. -Created documentary series that transformed esports team communication within seven months, thereby increasing fan engagement. -Designed and implemented a complete content strategy deck that helped the company reinvent its brand and voice.
Subject matter expert (SME) for Fnatic and burgeoning esports organizations, demonstrating key knowledge of esports industry. Refreshed brands by generating app content strategies, while producing/directing captivating video projects. • Developed a revolutionary content team for a German start-up, spearheading content endeavors (in-house).