Meet Pedro
A dynamic and results-driven creative leader with over a decade of experience in media production, creative strategy, and digital transformation. My career has been marked by a track record of scaling operations, growing audiences, and fostering cross-department collaboration across the media, tech, and fashion industries. I excel in creative operations, digital marketing, and strategic leadership, specializing in driving innovation, increasing brand recognition, and building impactful partnerships. I am fluent in Spanish and proficient in Adobe Creative Suite, project management, and analytics platforms.
In my recent role as Chief Programs & Content Officer at YR Media, I oversaw programming, editorial, and digital production departments, driving organizational restructuring to boost impact and efficiency. My initiatives focused on enhancing audience engagement, amplifying the voices of BIPOC youth content creators, and expanding digital presence across platforms.
My career also includes pivotal roles such as Creative Director at Ebony Media Operations, where I spearheaded the brand’s digital expansion, produced cover shoots with top Hollywood talent, and developed systems to transition Ebony’s print legacy into engaging digital formats. At Steve Madden, I managed creative assets for e-commerce platforms across the U.S. and Canada, overseeing seasonal style guides and directing product photography. These experiences in fashion e-commerce and iconic media brands have shaped my creative direction and fueled my passion for photography.
Before YR Media, I founded Wasena Creative, a design studio partnering with brands like Apple Music, Virginia Tourism Corporation, Hewlett Packard Enterprise, and Mitsubishi Heavy Industries, showcasing my ability to deliver innovative solutions across sectors.
Beginning in UI/UX design, I contributed to Motorola’s first Android device and later worked as a senior visual designer for Verizon.com. Throughout my career, I have remained committed to digital product innovation and creative storytelling, leveraging visual narratives to drive brand engagement and impact.