My professional path is closely tied to the early development of digital marketing as a professional discipline in El Salvador. I began working in digital marketing around 2010, during a period when digital strategy was still emerging in the region and long before it became a standardized practice within organizations. That formative stage shaped a practical, adaptive approach grounded in experimentation, learning, and strategic judgment rather than predefined frameworks.

Over the years, I have worked as a digital marketing and strategy consultant supporting initiatives in El Salvador, United States, Mexico, and across Central America, as well as in Colombia and Ecuador. This regional and international exposure has allowed me to operate across diverse institutional, cultural, and market contexts, particularly in environments marked by uncertainty, reputational risk, and accelerated technological change.

My professional work has consistently centered on digital marketing as a strategic function — not merely as execution — integrating positioning, reputation management, organizational communication, and digital transformation. I hold an MBA and an MSc in Applied Strategy, and my practice reflects a long-term view of brand value and strategic coherence rather than short-term performance metrics alone.

Alongside my consulting work, I am currently a Doctoral Candidate in Business Administration. My academic research focuses on the responsible integration of artificial intelligence into strategic decision-making, especially within marketing and executive contexts. Rather than approaching AI as a substitute for human judgment, my work emphasizes its role as a decision-support tool that enhances strategic clarity, accountability, and long-term brand governance.

I value thoughtful exchange and professional dialogue. If you would like to connect, discuss ideas, or explore potential collaborations, feel free to get in touch by email or through my professional networks.