Rafael C.

Experience

• Senior Retail Designer OVA Soluciones Gráficas · Full-time Jan 2026 – May 2026 4 mos Puerto Plata, Puerto Plata Province, Dominican Republic Designing retail display systems and branded environments for multinational consumer brands, translating marketing strategies into manufacturable retail solutions for supermarkets, convenience stores, and promotional events. Producing engineering-level technical documentation for fabrication teams and coordinating with production departments to ensure structural feasibility, material optimization, and accurate implementation.
  
  Key projects:
  - Frito Lay Gondola System: modular gondola display system for the entire Frito Lay portfolio, optimizing SKU allocation, shelf hierarchy, and shopper visibility, with manufacturing specifications for large-scale retail deployment.
  - L'Oreal Bright Reveal Premium Display: structural planning and lighting integration for a premium skincare display under strict corporate brand guidelines.
  - Palmolive Retail Island: organic retail structure aligned with brand identity, optimizing multi-category product layout and manufacturing efficiency.
  - Fabuloso POSM System: scalable supermarket display solutions focused on visibility, structural efficiency, and brand consistency.
  
  Software used: AutoCAD, SketchUp, Blender, Adobe Creative Suite.
• Senior Retail Experience Designer ProKPI Experiential Marketing · Full-time Feb 2024 – Mar 2025 1 yrs 1 mos Santo Domingo, Distrito Nacional, Dominican Republic Led the design and development of experiential environments for national marketing campaigns and large-scale trade events. Delivered production-ready 3D environments that translated brand strategy into immersive physical experiences. Produced technical documentation, exploded views, and manufacturing specifications enabling accurate fabrication and installation. Collaborated with marketing, production, and fabrication teams to ensure seamless execution and brand consistency.
  
  Key projects:
  - PepsiCo, GT Challenge of the Americas: spatial strategy and experiential design for the Pepsi and Doritos launch lounge, translating Pepsi's global rebranding into a high-impact physical environment with custom POSM elements, sampling stations, and interactive engagement zones.
  - Lay's Flavors Experience: conceptualization and spatial design of a modular experiential booth, defining customer flow and activity zoning, with production-ready documentation for fabrication and installation.
  - Crisol Promotional Campaign: 3D retail environment integrating a vehicle as the central exhibition element, with detailed technical drawings and assembly documentation for accurate manufacturing.
• Advertising Director Supermercados José Luis · Full-time Aug 2015 – Sep 2017 2 yrs 1 mos Puerto Plata, Puerto Plata Province, Dominican Republic Directed in-store visual communication initiatives and promotional campaigns across multiple retail locations. Coordinated the production of advertising materials and supported merchandising and trade marketing activities to improve shopper engagement.
  
  This role built the foundation for my later specialization in retail experience design: translating brand and marketing strategy into physical, in-store visual communication at scale across a multi-location retail environment.