PERSONAL
My connection to surf, fishing, diving, and waterman culture started long before marketing became my career. I was born and raised on the coast of Venezuela, grew up fluent in Spanish, and spent my early years immersed in ocean life. Fishing, beach culture, travel, and time on the water shaped how I saw the world from a young age and became the foundation for everything that followed.
After my childhood in Venezuela, my mom and I moved to coastal New York, where she continued her career in fashion and I found myself living a Huckleberry Finn–style childhood: exploring back bays, chasing stripers and bluefish, and dropping everything whenever the waves came up. Eventually, I made my way to San Diego, where my Latin American coastal roots, East Coast waterman upbringing, and West Coast surf culture all came together.
That lifelong connection also shaped my education. I studied Environmental Studies at UC Santa Cruz, with an emphasis on marine environments and legislation, giving me a deeper understanding of the ecosystems and coastal communities I cared about most.
Since then, I’ve traveled the world and built a career around connecting people to the lifestyles, products, and cultures I know firsthand through brand storytelling, content, campaigns, and experiences.
Today, not much has changed, except now I get to share this life with my young family. I still see myself first as a lifelong participant: fisherman, surfer, traveler, and waterman. That lived-in perspective is the filter I bring to every brand, campaign, and project I work on.
PROFESSIONAL
I cut my teeth at Nixon, the globally recognized watch and accessories brand based in Encinitas, California. There, I received a world-class education in brand, product, and experiential marketing, working closely with brand co-founder/ VP of Marketing across a wide range of consumer-facing projects. Over 15 years, I grew into the role of Senior Brand Manager, helping establish Nixon as a leading design- and athlete-led brand in action sports and youth culture during a period of major global growth.
After Nixon, I launched TERN Creative, a boutique content and marketing agency focused on niche outdoor, action sports, and lifestyle brands. Through TERN, I worked with everyone from garage start-ups to established companies, supporting brand positioning, visual direction, content development, and go-to-market strategy. The agency became a way to bring authentic cultural access together with disciplined commercial thinking.
I was later recruited by BD Outdoors, one of the leading digital saltwater fishing media platforms, to modernize and scale its marketing and content engine. As Marketing & Content Director, I led marketing, content, and creative across site, email, social, video, and sponsored content. I also helped build an agency-style production arm and served as executive producer and creative director across editorial and branded content.
Most recently, I served as Global Brand Manager at SPY Optic, a premium eyewear brand in the outdoor and action-sports space. In that role, I led global brand strategy, positioning, and integrated marketing across DTC, wholesale, and retail channels, while managing cross-functional work across creative, trade, community, and product marketing. I helped shape brand platforms, campaigns, visual direction, product storytelling, and channel development, including the launch of SPY’s Waterman/ Fishing category.
Across Nixon, TERN, BD Outdoors, SPY Optic, and other projects, I’ve spent 20+ years building and scaling brands that live where I live: on the water and in the water, and in the outdoors. The through line is simple: use real credibility, lived experience, and strategic thinking to create marketing that resonates with core participants while still delivering measurable business results.
