Focused on Marketing campaigns, ICT created real opportunities for brands to show up organically, in ways that didn’t feel like ads but felt like they belonged, and brands noticed— big time.

This allowed Advertisers to thoughtfully and intentionally incorporate & leverage Walmart's powerful brand identity, values, & messaging into various aspects of marketing campaigns & customer experiences.

Focusing primarily on the Future, where strategy, execution, and communication achieve the ultimate goal of all marketing campaigns: Positive disruption.

In collaboration with Walmart Studio and Walmart Connect Marketing, I led creative solutions for major retail moments like Black Friday and Fall, Summer & Holiday Deals. Our goal was to help advertisers move beyond standard "ads" and integrate seamlessly into the Walmart ecosystem. By balancing strict enterprise design guidelines with advertiser goals, we delivered sponsored content that felt organic to the customer journey rather than intrusive.

My team served as the strategic bridge between Walmart Enterprise and Walmart Connect, tasked with translating core retail programs—such as Walmart Rollback, Walmart Livestream, Walmart Cash, and Express Delivery—into advertising opportunities.

We developed comprehensive design systems and style guides that allowed advertisers to leverage these high-value programs while maintaining strict brand integrity. This involved navigating complex stakeholder approvals across Legal, Marketing, and Enterprise Design to create scalable asset kits used by the broader creative organization.

In partnership with Walmart Creative Studio, I led the "translation" of Walmart’s massive seasonal visual identities for the advertising ecosystem. We took the high-level Enterprise design language—for moments like Holiday or Back to School—and adapted it into advertiser-ready frameworks. This allowed suppliers to align their creative with Walmart’s macro campaigns, leveraging the retailer's brand equity while maintaining their own unique presence.

I acted as the creative lead for maximizing the value of unallocated inventory. Rather than leaving ad space unused, I developed a creative strategy to utilize this inventory for high-priority internal initiatives.

• Private Brand Growth: Directed creative execution for major private labels & Walmart Exclusive Collabs including Levis Strauss jeans, Lee Jeans, Wrangler, Paris Hilton, Great Value, No Boundaries, Wonder Nation, Bettergoods, Equate, and Special Kitty, giving them premium visibility.

• Corporate Social Responsibility (CSR): Leveraged inventory to amplify Walmart’s values-driven campaigns such as Build For Better, Black & Unlimited, and Pride.

• Impact: Transformed unsold media into a powerful storytelling channel for Enterprise goals.

• Global Management: Oversaw design execution through a mix of offshore teams (WMC India) and agency partners, managing strict quality control via WorkFront for all campaigns.

• Process: I established the design standards and operational workflows, directing global production partners. I ensured that high-volume requests for brands like One Finance and Wonder Nation maintained a high creative bar while moving efficiently through the production funnel.

Championed a culture of continuous innovation, tasked with identifying disruptive solutions for evolving creative challenges and integrating emerging resources to future-proof the team’s capabilities.

Directed the strategic training of Generative AI models to develop automated ad creation tools, empowering advertisers with self-service creative solutions at scale.

Developed and implemented the WMC Ad Policy Visual Resource, providing critical guidance for advertisers to leverage the Walmart brand and sub-brands (e.g., Walmart+, Rollback, Express Delivery) compliantly and effectively.

Collaborated with the Enterprise Creative Team to ensure all advertiser campaigns aligned with evolving brand guidelines, including major seasonal beats like Annual Events and Walmart Deals.

Directed the expansion of creative capabilities by establishing processes and training assets for all production partners worldwide and the creation of the Walmart Connect India team, successfully integrating them into the broader creative workflow to increase bandwidth and output.

I spearheaded the initiative for Spanish-language ad support, building a comprehensive ecosystem of creative strategy, translations, and market research to drive relevance and results within the Hispanic market.