Creative Director with 10+ Years of Experience in Branding, Digital Media, and Cross-Platform Content Strategy

About Pedro

I'm a creative director, strategist, and storyteller with over a decade of experience at the intersection of media, tech, and fashion. I specialize in building inclusive, high-impact design ecosystems that help brands connect with their audiences — and leave a lasting impression.

Throughout my career, I’ve led design and content teams through transformation, rebranding, and digital innovation. Most recently, I served as Creative Director at YR Media, where I spearheaded a full visual and operational overhaul — from launching a new website and brand identity to producing an award-winning podcast collaboration with The Washington Post. My work increased audience engagement, elevated brand visibility, and contributed to a $1M budget growth.

Before that, I founded Wasena Creative, a boutique studio that’s partnered with brands like Apple Music, Virginia Tourism Corporation, Hewlett Packard Enterprise, and Mitsubishi Heavy Industries to create thoughtful, data-driven branding and digital campaigns. Whether I’m leading a nonprofit through a brand refresh or building a style guide for a Fortune 500 company, I bring strategy, clarity, and collaborative energy to the table.

Earlier in my career, I served as Creative Director at Ebony Magazine, where I produced bold cover shoots with top Hollywood talent and helped transition one of America’s most iconic media brands into the digital era. At Steve Madden, I led e-commerce creative and product photography across the U.S. and Canadian markets — shaping seasonal campaigns and boosting click-throughs through stylish, user-focused design.

I began my journey in UI/UX design, contributing to Motorola’s first Android device and later working on digital product design at Verizon. That early grounding in functionality, user behavior, and cross-disciplinary teamwork continues to shape how I approach creative leadership today.

Fluent in Spanish, skilled in Adobe Creative Suite, Figma, and project management tools like Asana and Trello, I’m always exploring new ways to align creativity with results. Whether you’re building a brand, launching a platform, or just looking to connect with a creative leader who gets both vision and execution — let’s talk.