Head of In-House Creative Studio
UX/CX, Brand & Multichannel Campaigns | Latin America
Recruited to found and lead Sony’s in-house creative studio, owning brand strategy + UX/CX-driven and informed creative direction across 18 countries and three languages (English, Spanish, Portuguese) for Crackle, AXN, and Canal Sony.
Led year-round promotional and product-adjacent programs across streaming, broadcast, web, mobile, email/CRM, social, and print, building a scalable system for consistent, localized customer experiences across diverse markets.
Scope & Impact
Built and operationalized a regional studio: hiring, workflows, standards, and a high-velocity production pipeline
Directed cross-platform campaign ecosystems across TV/digital/mobile/web/social/email, including landing pages, banners, sizzle reels, trailers, bumpers/indents/interstitials, teasers, and brand ID systems
Led brand identity systems + motion design and partnered on UX/UI rebrands to align on-platform experiences with campaign promises
Ensured creative consistency across multilingual markets while adapting messaging and CX for cultural nuance
Partnered with network leadership to align brand evolution with audience growth and programming strategy
Impact: tripled views, doubled subscriptions, and scaled production to 30+ trailers/month
Key highlights: launched Kalixta (first SVOD dedicated to women) and led the Crackle rebrand across 17 countries outside the U.S.