citizen / librarian
I'm a communication strategist with over a decade of experience helping complex organizations communicate clearly, equitably, and credibly to the communities they serve. If you're trying to bridge the gap between what your organization does and what people actually need to hear, I'd love to help you get there.
About
I am Salvadorean. I am Canadian. I am human.
I originally intended to get into politics and international development, but pivoted to communications because I had a knack for finding the lowest common denominator in how to talk to and bring people together.
I started in libraries and classrooms, teaching media literacy to sixth graders in New Orleans, providing library support at Tulane, learning that the most important work happens where information meets people who need it.
Then I spent nearly a decade in agencies and corporate strategy at Publicis/Saatchi & Saatchi, Rogers, and Purolator, strategizing multicultural campaigns at national scale, navigating regulated and unionized environments, and learning how large organizations actually communicate (and where they fail).
Now I'm bringing both of those worlds together. I'm completing a Master of Information at the University of Toronto, deepening my expertise in information governance, content strategy, and community-centred design. My applied research, from community digital archives to legislative policy analysis to accessibility frameworks, reflects what I care about: making complex systems legible to the people they serve.
I write about this work at citizen/librarian, exploring civic communication, information access, and the evolving role of public institutions.
When I'm not busy thinking about humans and our collective evolution, you can find me walking my dog in the park or enjoying live music at one of the many great venues in Toronto.
How can we show up in the world, the one that we want to live in? from citizen/librarian
Selected Work
A selection of work spanning institutional communications, community engagement, policy analysis, and strategic campaigns. Each project reflects a different dimension of how I think about communication as a public good.
Led a cross-functional systems mapping initiative for the University of Toronto's learning space management, identifying communication breakpoints across the student journey and developing a content governance framework aligned with WCAG and AODA accessibility standards.
Conducted legislative analysis of the Supporting Children and Students Act (2025), synthesizing Hansard transcripts, stakeholder positions, and regulatory implications into an accessible policy background brief for institutional and public audiences.
Presented research on the non-economic impacts of AI on civic participation, arguing for the expanded role of libraries, archives, and cultural institutions as defenders of information sovereignty and critical public discourse.
Directed audience strategy for T-Mobile's Premio Lo Nuestro partnership at Publicis/Saatchi & Saatchi, reaching 10M+ impressions across U.S. Latino audiences. Led cross-border B2C, B2B, and sponsorship workstreams for one of the largest annual Latin music events in the country.
Designed a community-driven digital archive documenting Toronto's Business Improvement Areas, using the Omeka platform to preserve neighbourhood stories and civic identity through oral history, photography, and participatory storytelling methods.
Experience
Led qualitative and quantitative research across digital service touchpoints. Translated complex policy into student-centred communications aligned with FIPPA and AODA. Built content governance frameworks for institutional adoption.
Led cross-border multicultural campaign strategy for T-Mobile, managing 10M+ audience impressions. Directed omnichannel go-to-market strategies across B2C, B2B, and sponsorship workstreams for executive and multi-stakeholder audiences.
Designed the company's first national brand tracking framework. Led recruitment campaigns for remote and rural communities, increasing applications by 60%. Navigated communications within a unionized environment.
Launched Day Pass product reducing customer deactivations by 40%. Led rapid digital pivot during COVID-19. Initiated tri-brand social media committee unifying cross-brand crisis messaging.
Led multicultural brand strategy for T-Mobile, MetroPCS, and Avocados from Mexico across U.S. Hispanic and General Market audiences. Managed bilingual content strategy, consumer ethnography, and creative performance research.
Writing
A librarian is more than just books. A librarian is a knowledge holder, finder, distributor, minding one of the most important third spaces we've managed to create within our species' evolution.
At citizen/librarian, I explore what it means to show up as a civic steward at the individual, community, societal, and commercial level. Not with deflated nihilism, but with a kind of tender, hopeful realism.
New posts on civic communication, information access, and public stewardship.
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I'm building a practice at the intersection of communication strategy, information governance, and civic engagement. I'm open to roles where communication is treated as infrastructure, not afterthought, and available for freelance content strategy and consulting.