About
I learned to explain. Then to build. Then to lead.
My background in journalism and communication shaped how I approach marketing: understand the subject, find what matters to the audience and make the message clear.
I developed that approach through hands-on work in design, content and sales, then by building and leading the marketing function at Unimat. My work at Best Buy Canada adds another perspective: what happens when customers need clarity, coordination and a resolution.
Where the experience comes from.
- 2022 – Present
Best Buy Canada · Head Office
Senior Customer Experience Associate. Final point of resolution for escalated cases, certified internal trainer, Subject Matter Expert during peak seasons.
- 2013 – 2022
Unimat · Marketing Manager
Built and led the marketing department while the company grew from about 8 to 300+ employees and from roughly USD $200K to $4M in revenue.
- 2009 – 2012
Unimat · Graphic Designer & Sales Associate
Joined as the in-house designer, built the first websites and product photography, and worked directly with sales.
- 2006 – 2009
Independent strategic marketing consultant
Marketing strategy, branding and campaigns for 20+ companies in construction, metallurgy, financial services, industrial machinery, recycling, fitness, education and hospitality.
- 2005 – 2006
TV Azteca · Newsroom intern
Where I learned to research a story and explain it clearly under deadline.
Building the function, not just the campaign.
At Unimat I learned to think beyond individual deliverables: how the work gets prioritised, how people collaborate and how every touchpoint supports the same product story. I also learned to do the work myself, from photography and packaging to 80+ websites.
Explore the Unimat case study
Seeing the customer experience from the inside.
At Best Buy Canada's head office I handle high-complexity escalations that require coordination with Legal, store leaders and internal teams. As a certified internal trainer, I've trained 40+ Associates, Senior Associates and Team Leaders, and I work with Quality Assurance on the Knowledge Base and AI-supported tools used by external call centres.
This work connects communication with practical resolution: understand the issue, align the people involved and help teams work more consistently.
A foundation in communication and business.
Academic credentials verified by World Education Services (WES).
MBA, Marketing
Universidad del Valle de México
Bachelor's degree, Journalism and Communication
Universidad de Cuautitlán Izcalli
Certified Internal Trainer
Best Buy Canada
Project management coursework
Google
Languages
English and Spanish
The work should make the next decision clearer.
Whether I'm shaping a product page, developing a catalogue or training a team, I start with the same questions: What does this person need to understand? What could confuse them? And what would help them take the next step?
That's the thread between my work in communication, marketing and customer experience.
Let's talk about the work ahead.
If you need someone who can connect marketing direction with hands-on execution, I'd welcome a conversation about your team or project.