I’m a strategist based in New York City helping organizations articulate who they are and what they stand for.
Born and raised in Brownsville, Texas, a city along the U.S.-Mexico border, I learned how to juggle the different cultures and languages of my homeland from an early age. Brownsville is not merely the mixing or balancing of each side; it is constantly existing in the in-between. It is where I developed a tolerance for contradictions, a tolerance for ambiguity.
I moved to New York City six years ago to join Flexport, a startup with the mission to make global trade easy for everyone. I’ve partnered with brands like Peloton, Away, Bombas, Kith, Casper, Aimé Leon Dore, Eight Sleep, Caraway, and Marc Jacobs and helped them make strategic decisions across their value chain.
I’m currently pursuing my master’s in Strategic Design and Management at Parsons School of Design. I’m a proud graduate of Southwestern University, a liberal arts college outside of Austin, Texas where I majored in Political Science. Earlier in my career I was a Princeton in Latin America Fellow working in Montevideo, Uruguay, a place I will forever call home.
Work
Bird
Strategic planning, service design, opportunity assessment, brand strategy
Bird is an electric bicycle-sharing and electric scooter-sharing company. Based in San Francisco, it was founded as a start-up in 2017 to transform cities and communities by offering accessible, affordable and sustainable forms of personal mobility. Bird approached Parsons to help them design a service and business model that lowers barriers to entry for non-traditional riders who do not currently see themselves as users of shared micromobility.
Greenbox
Strategic planning, opportunity assessment, brand architecture, brand strategy
We are about to experience the greatest transfer of wealth in human history. An estimated $84 trillion in assets is set to change hands through 2048. Independent Registered Investment Advisors (RIAs) that can meet the next generations' expectations can seize the lion’s share of this money shift. The first Turnkey Ecosystem for Asset Management, Greenbox provides RIAs with a radically new architecture and UI with AI deployment so they can truly manage wealth without limits.
Golde
Creative strategy, brand audit, comms plan
Golde is on a mission to make wellness easy, accessible and fun for all. Self-care means feeling like your best self. Golde is rooted in the belief that being well should feel good. That means products that fit seamlessly into your lifestyle, not the other way around.
Friend
Research, writing
I decided to invite the most hated friend in New York City into my home. Exploring the ever changing relationship between technology and culture, I tested this new type of wearable designed for companionship, not productivity. What started as an investigation into new forms of surveillance became a study of the loneliness epidemic we find ourselves in today.
Crease
Strategic planning, opportunity assessment, brand strategy
This project was inspired by the concept of redesigning everyday objects, and how small incremental changes could profoundly enhance our daily rituals. But how often does the act of redesigning—not simply restyling—everyday items result in experiences that genuinely benefit our existence? The question led me to reimagine the centuries-old, cross-cultural practice of ironing one’s clothes.