Hola, I’m Génesis, where creativity meets culture.
With roots in Puerto Rico and Colombia and a life split between Puerto Rico and Chicago, I’m driven by curiosity and a deep love for human connection.
My career sits at the intersection of hospitality, advertising, and brand experiences, a mix that gives me a distinct lens for approaching problems and building meaningful work. I dig into the why behind decisions, thrive on creative challenges, and collaborate best when bold ideas are on the table.
Outside of work, you’ll find me writing, playing board games, indulging in croquetas de queso manchego, or in the middle of a conversation that goes three hours too long.
Y sî, se habla español, porque las mejores ideas nacen de la mezcla.
Experience
Program Coordinator | Main Street America | 2023–2025
Led planning and execution of high-impact national events, including multi-day Programs Division retreats and the Big City Reception. Co-created the Programs Team Hub, the division’s first centralized knowledge-sharing platform, improving onboarding and operational efficiency. Managed cross-team scheduling, vendor coordination, budget alignment, and financial workflows across the Programs Division.
Associate Strategist | Arc Worldwide | Chicago, IL | 2021–2023
Developed strategic shopper profiles by analyzing consumer behavior and demographics to inform retail marketing plans for Unilever’s Food & Refreshment portfolio. Leveraged platforms including Numerator Insights and MRI Simmons to surface market trends and drive client innovation.
PR & Event Coordinator | Sobremesa Chicago | Chicago, IL | 2015–2019
Amplified brand presence through strategic social media and event campaigns, growing reach by 95% and driving a 55% increase in online sales. Produced culinary pop-ups and community experiences that celebrated food culture while driving product awareness.
Logistics Consultant | GRCANDELA | 2014–Present
Independent consultancy specializing in event logistics, brand strategy, and public relations for food and lifestyle brands. Clients have included RuidoFest, where I led social media strategy and content campaigns that expanded audience engagement across platforms.
Retail Merchandiser | Adastra Distributors | 2018–2023
Developed brand strategies across product categories, managing supplier and distributor relationships and executing consumer journeys tailored to retail channels.
Field Representative | Cook County Census 2020 | Chicago, IL | 2020
Conducted community outreach and data collection, engaging diverse respondents with tailored communication to ensure accurate and comprehensive census participation.
Jr. PR Account Executive | PACO Collective | Chicago, IL | 2015–2016
Managed media and influencer relationships, crafted press releases, and executed sponsorship strategies for clients including the Chicago White Sox and Gift of Hope.
Social Media Coordinator Intern | Chat Agency | San Juan, PR | 2016
Developed and managed social content for brands including Purina PR, Knorr, and Kia, contributing to campaigns that built brand loyalty and expanded digital reach.
Jr. Account Executive Intern | Badillo Saatchi & Saatchi | Guaynabo, PR | 2014–2015
Supported PR strategy and client engagement for Lexus, Toyota PR, Olive Garden, and Wendy’s. Participated in press meetings, content creation, and campaign research.
Data Entry Supervisor | Interviewing Resources Corp | Puerto Rico | 2009–2014
Led data entry operations for market research surveys, ensuring data accuracy and transforming raw responses into actionable insights for business decision-making.