What if your ambition could feel deeply supportive, instead of constantly heavy?
MY STORY
I built a career I was too exhausted to live in. So I changed the framework.
I didn't always choose softness. For years I moved fast. Leading campaigns, managing teams, building brands across media, marketing, and cultural spaces. From the outside things looked successful. Internally I was exhausted, rushing, and carrying a quiet fear that something was wrong with me.
I had accepted burnout as a permanent condition of doing meaningful work.
The truth I wasn't ready to face was that I had spent years pushing through the way my mind works instead of with it. Always overriding my own signals. Convinced that if I just tried harder I'd figure out how to keep up. I wasn't building toward success. I was building to prove my worth. And my body eventually made clear what I hadn't been willing to hear.
I thought about how I was raised. My Dominican roots and the way people move tranquilo — calm, present, and grounded in natural rhythm. It was the pace and presence I had been longing for during those 80+ hour weeks. A quality of life I had traded away without even noticing it was gone.
“The problem was never your work ethic. It was the way you were taught to build.”
So I began letting go. Of projects, of pace, of the idea that more output meant more worth. The hardest release was stepping back from eres., the creative agency and media platform my co-founder and I had spent years building, right at the moment it was gaining momentum. It taught me everything about what it costs to build something from love at the expense of yourself.
In that space I started researching, experimenting, and asking different questions. For the first time I stopped treating my own capacity as a weakness and started treating it as information.
It took about a year. And slowly, The Soft Strategy Method took shape.
Today I bring everything I've built and everything I've learned into every session to help you find clarity, move with intention, and create something that enriches your life instead of consuming it.
How can we work together? View my offerings →
What I believe about the way we build.
Softness as Strength
You don't have to force yourself into burnout to be ambitious, visible, or successful. Softness is not the opposite of ambition. It's what makes ambition sustainable.
Clarity over Pressure
When you slow down to find the real direction, everything else becomes easier to build. Clarity is not a luxury, it's the foundation.
Alignment Creates Freedom
When your systems, direction, and values work together, your business becomes easier to sustain and your life becomes yours again.
What I've Built
Before there was a method, there was a community. These are the brands and spaces I built from the ground up, each one rooted in community, culture, and creative expression.
A creative agency and media platform celebrating BIPOC stories, creativity, culture and the power of being unapologetically you.
A community and learning platform connecting creatives and entrepreneurs with resources, opportunities, and each other.
An Immersive Creative Festival centering creative expression and community.
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Managed creative production for an international theatrical reimagining of the classic Mickey Mouse show for Japan, overseeing talent, timelines, deliverables, and risk management while modernizing project management processes to improve team efficiency and keep the production on scope.
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Oversaw end-to-end event logistics for a large-scale corporate brand experience, ensuring seamless on-site execution and providing the operational foundation for creative teams to set up and deliver at the highest level.
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Steered creative project management for high-profile entertainment productions, keeping cross-functional teams aligned, on deadline, and within budget from pre-production through final delivery.
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Directed a 40-person field team across 50 malls nationwide to drive Samsung Pay downloads and brand awareness, landing in the top 5 for overall activations across the program.
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Led multiple brand activations consistently exceeding goals — including the first-ever in-store chalice sales experience at Saks Fifth Avenue, surpassing sales conversion by 14% and generating 3M+ impressions in under a month.
Brands I’ve Worked With
Fifteen years of real work, real results. Click any brand to see what I actually did.
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Executed the Brooklyn Hustle Campaign with a covert sampling approach that achieved an 82% consumer conversion rate and exceeded target events by 3%.
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Managed a year-long multi-product brand program across 7 concurrent initiatives, executing 262 events in a single month and consistently exceeding goals by up to 135%.
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Directed a full-scale rebrand and marketing strategy overhaul across wellness, hospitality, and healthcare verticals, aligning brand vision, tone, and digital presence with growth goals.
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Drove platform and course development for a large-scale LMS training program, managing production, media assets, ADA compliance, and learner experience while supporting broader marketing initiatives from concept through delivery.
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Produced and managed multiple brand experiences including the Business Excellence Awards Show, WBENC National Conference CEO booth, and Ideation Conference, spanning production, creative direction, and campaign execution.