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Hola! I'm Luna.

Strategy is translation.
I've been doing it my whole life.

I'm Colombian-Venezuelan by origin, raised in Miami, and sharpened in Paris, Boston, and New York. Which means I've spent my entire life slightly obsessed with deciphering nuance, language, culture, and the gap between what people say and what they actually mean.

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For the past eight years, I’ve helped build, reposition, name, grow, and occasionally untangle brands across beauty, B2B, CPG, finance, food and beverage, sports, tech, and more. 

 

Today, I run my own strategy studio helping brands, agencies, and founders figure out what they should stand for, how they should show up, and what will make people actually care.

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Lets chat?

My Philosophy

I believe good strategy should make the answer feel obvious in hindsight.

 

It finds the tension, cultural shift, or overlooked truth that changes how you see the problem, then turns it into something clear enough to guide decisions and sharp enough to inspire creative.

 

If it could belong to any brand, it probably belongs to none.

My Approach

My work starts with questions:
What do people actually care about?
What makes this brand worth choosing?

What could it say—or do—that nobody else could?

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From there, I dig into culture, category, and consumer behavior, connect the patterns, find the tension, and distill it into a strategy that gives the brand a clear place to go.

CV Highlights

A snapshot of my professional background, key roles, and recognition.

roles
LPD Creative Strategy Studio
Founder

Independent brand strategy studio serving creative agencies and business owners: brand positioning and identity, naming, product architecture, verbal identity, consumer research, and go-to-market planning.

GUT
Strategy Director

Led brand and cultural strategy across CPG, beauty, and food accounts, turning insights into creative platforms, brand architectures, and new-business wins.

Front Row Group (formerly School House)
Associate Strategy Director

Oversaw positioning, messaging architecture, comms and social content planning, and go-to-market strategy for prestige and mass beauty brands.

Madwell
Sr. Strategist

Built brand positioning, creative briefs, and campaign strategy across beauty, baby care, pet, and better-for-you CPG. 

Red Antler
Sr. Strategist & Copywriter

Shaped brand strategy and verbal identity for 20+ companies from pre-launch through scale: naming, positioning, tone of voice, UX strategy, copywriting, comms planning, and campaign strategy.

Saatchi & Saatchi NY
Brand & UX Strategist

Turned cultural, consumer, and behavioral insight into integrated creative strategies and globally recognized campaigns for P&G’s portfolio of fabric-care brands.

Awards

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  • Cannes Lions: 1 Gold, 2 Bronze

  • One Show: 1 Green, 1 Bronze

  • Effies: 3 Gold, 3 Bronze

  • D&AD Pencils: 5 Graphite, 2 Wood
  • Clios: 2 Silver
Education

  • Boston College — B.A.Sc.,
    Management & Marketing; B.A., International Communications

LANGUAGES

  • English (Native)

  • Spanish (Native)
  • French (Professional Proficiency)

  • Portuguese (Professional Proficiency)

  • Italian (Conversational) 

SKILLS & InTERESTS

  • Tools: GWI, Mintel, OnePulse, Brandwatch, Resonate, SurveyMonkey, DesignAlytics, WGSN, Figma, Canva
     

  • Interests: Formula 1, art history, breadmaking, film photography, foreign languages, beauty innovation

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