InnovationandNew Brands
There's a unique thrill in the early stages of a project — when nothing exists yet, and everything is possible. This is my playground. From the very first insight to the launch moment, I dive deep into the unknown, fueled by curiosity and a hunger to create. These projects are messy, joyful, collaborative—shaped by shared vision and trust. Together with incredible teams, I help mold identities, build systems, and bring brands to life with intention and heart. It's not just building something new — it's crafting something designed to matter.
Projects
Launching first 0.0% alcohol beer
Expanding Águila into flavored beer territory
Local crop innovation with community impact
Strategic diversification into pet innovation
Smart product design for inclusive nutrition
Plant-based expansion into premium dairy formats
Strategic collaborations to boost brand relevance
New formats to unlock incremental audiences
Leveraging brand nostalgia for commercial impact
Nativa Beer
Design agency: MullenLowe 43
The Challenge
How do you innovate in a saturated beer market while creating social and agricultural impact?
The Solution
A Brand Manager at Bavaria, I led the strategic and creative development of Nativa, the first beer in Colombia made with cassava (yuca). Beyond creating a differentiated product, the project aimed to generate real impact by sourcing from small producers in Montes de María—a region historically affected by conflict. Nativa wasn't just about launching a new beer. It was about reframing what innovation means: rooted in local ingredients, culture, and purpose. From concept to positioning, this project was a unique opportunity to combine brand building with social value.
The Highlights
- First-ever cassava-based beer in Bavaria's portfolio.
- Business model that unlocked a tax benefit (reduced consumption tax) and aimed to bring incremental volume growth by entering low per capita regions.
- Strategic partnership with local farmers and a sustainable sourcing model.