PhD and Master in Communication Sciences from the Pontificia Universidad Católica de Chile, and Bachelor in Social Communication with a specialization in Advertising. He currently serves as Assistant Professor and Faculty Counselor at the School of Communication, Universidad de los Andes, where he leads the Chair of Organizational Purpose.

With more than twenty-five years of academic and professional experience, he has served as Dean of the Faculty of Communications at Universidad del Pacífico and as Director of Development and Communications at the Pontificia Universidad Católica de Chile. His career integrates university management, teaching, and applied research in marketing, branding, and strategic communication.
He is the author of several articles published in international academic journals and of the book La Gramática de las Marcas (2024), which explores the cultural foundations of purpose and brand identity. He has also worked as a consultant in purpose-driven branding and communication strategies for national and international organizations.

He currently serves on the boards of Grupo Picasso (a Chilean premium fruit producer and exporter, and representative of Asian brands in the automotive industry) and Editorial Tanto Monta (a publishing house dedicated to promoting Hispanic-American cultural and intellectual heritage). Previously, he was a board member of Fundación Make-A-Wish Chile, Fundación Mar de Chile, Inmobiliaria EMSA, and Prime Retail. In 2018, he was recognized as Chile’s Best Marketing Academic (MKT Best Awards).

His research interests focus on understanding the cultural and symbolic role of brands in contemporary society, exploring their ability to build meaning, identity, and purpose within individuals and organizations.

He has concentrated on studying organizational purpose as a model of legitimacy and institutional cohesion, as well as the relationship between values, ideology, and consumer behavior in Latin American contexts. His work also examines cultural and social branding phenomena, the impact of storytelling on reputation building, and advertising self-regulation as an ethical framework for marketing and commercial communication.

Currently, his research explores purpose-driven branding, university communication models oriented toward the common good, and new interpretative approaches to branding through the lens of cultural theory.

His teaching work has focused on marketing, strategic communication, branding, and storytelling applied to organizational management and purpose building. He currently teaches Branding, Communication Theory, and Advertising at the School of Communication, Universidad de los Andes, where he also leads the Chair of Organizational Purpose. In addition, he teaches in Master’s and MBA programs at the same university, offering executive courses on communicational leadership and strategic brand management.

Throughout his academic career, he has taught undergraduate and graduate courses at several institutions, including the Pontificia Universidad Católica de Chile and UNIVATES University (Brazil), where he has served as a professor for over fifteen years in Social Marketing and Brand Architecture programs.

His academic work is complemented by the design and implementation of executive programs and diplomas on organizational purpose, communicational leadership, and brand strategy, integrating applied research tools, cultural analysis, and narrative-based methodologies.