EXPERIENCE DIRECTOR
JCPenney Hispanic Heritage Campaign
National Multi-Market Campaign · NYC, McAllen, Miami, Los Angeles
Conceived and led the creative proposal for JCPenney's Hispanic Heritage Campaign, commissioning a local artist in each of four markets to create an original canvas exploring their personal experience of Latino identity. Served as Experience Director for the full campaign lifecycle — sourcing and managing a team of freelancers and staff, coordinating artist logistics and travel, and partnering with local vendors to produce unveiling celebrations in each city. Directed photographers and press coverage for marketing use, and traveled to all four markets to oversee execution on the ground.
Impact: Contributed to a sell-out of the Hispanic Heritage Collection, and managed the post-exhibition donation of completed artwork to local nonprofits for fundraising use.
Spoiled Latina Summit
Innovative Entrepreneurship Conference
Directed and delivered this summit from concept to execution: partnered with fabricator United by Design (UXD) to produce custom event displays, and experience-directed vendor and sponsor relationships with Buchanan's, Corona, American Airlines, Chase, and Volkswagen Cypress. Supported influencer and speaker coordination to round out the guest experience.
713 Festival — Downtown Houston+
Market Square Park
Directed this city-wide celebration from concept to execution: commissioned a signature art installation by Houston artist David Maldonado, partnered with Saint Arnold Brewing Co. on a collectible limited-edition illustrated glass, and programmed a full day of pop-up vendors and live music for the community.
Día de los Muertos Festival — Downtown Houston+
Two-Day Community Celebration
Directed this two-day celebration honoring Día de los Muertos: commissioned a one-of-a-kind altar installation by Houston artist Preston Gaines, inviting the community to display photos of their loved ones. Programmed professional dancers, face painters, live music, an international pop-up market, and Yoga en Español, sponsored by Topo Chico.
Galentine's Day Festival — Downtown Houston+
Trebly Park
Partnered with Downtown Houston+ and Tout Suite to create a Galentine's Day celebration for the Houston community: featuring an art display, card making, cookie decorating, and bouquet making. Sponsored by Modern Animal, offering bandana and hat decorating stations for pets and their people.
