Rodrigo Cano

Brand & Design Leader · Rosario, Argentina

Rodrigo Cano

12+ years leading brand strategy, product design and digital experiences across fintech and international events.

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Rodrigo Cano — Brand & Design Leader
12+Years of experience
135K+Retail customers
40+Strategic initiatives
10Team size led

About

Design as a strategic business function.

I'm a Brand & Design Leader based in Rosario, Argentina, with over 12 years of experience leading multidisciplinary creative teams across fintech, technology and international events.

At LB Finanzas I oversee Brand, Product Design, UX/UI and Marketing — partnering with Executive Leadership, Product and Engineering to deliver scalable design. During my tenure the company grew from 20,000 to 135,000+ retail customers.

I'm passionate about positioning Design as a core business driver, introducing AI workflows that multiply team capacity, and mentoring the next generation of creative leaders.

Experience

Where I've worked and what I've built.

LB Finanzas

Design Manager2022 — PresentFintech · Rosario, Argentina
  • Led and mentored a multidisciplinary team of 10 professionals including 5 direct reports.
  • Directed the company's complete rebranding — a scalable visual system across Product, Marketing, Web, Mobile and Corporate.
  • Led design strategy for 30,000+ physical Mastercard cards and 100,000+ virtual cards.
  • Played a key role launching Peso Accounts, Crypto Wallets, USD Accounts, U.S. Investments and Business Accounts.
  • Delivered 40+ strategic cross-functional initiatives with Product, Engineering and Executive Leadership.
  • Introduced AI-powered workflows tripling production capacity and design delivery speed.
  • Company grew from 20,000 to 135,000+ retail customers and 1,000+ corporate clients.

ETHLatam

Event Brand Designer2022, 2024Blockchain / Events · Bogotá & Buenos Aires
  • Designed the visual identity and experience for one of Latin America's largest Ethereum conferences.
  • Managed creative pipeline and co-branding assets for 5,000+ Web3 attendees and 25+ enterprise sponsors.
  • Designed 200+ assets across digital, print and environmental media.

ETH Kipu

Web & UX/UI Designer2024Blockchain / Education · Buenos Aires
  • Designed digital experiences supporting blockchain education initiatives.
  • Developed reusable UI components improving consistency and reducing future design effort.
  • Collaborated with developers to streamline implementation and accelerate delivery.

LB Finanzas

Visual Designer2021 — 2022Fintech · Rosario, Argentina
  • Joined as the first Brand Visual Designer, establishing visual foundations during rapid expansion.
  • Built reusable design assets that became the foundation of the company's Design System.
  • Contributed to launch of crypto wallets, peso accounts and investment solutions.

Alma Comunicación

Art Director2018 — 2021Agency · Rosario, Argentina
  • Led integrated branding and marketing projects for clients across multiple industries.
  • Managed up to 10 simultaneous client accounts, balancing priorities and delivery quality.
  • Presented strategic creative proposals directly to clients, translating business objectives into design.

Selected Work

Projects & case studies.

Skills & Tools

Areas of expertise.

Brand

  • Brand Strategy
  • Brand Management
  • Visual Identity
  • Positioning
  • Rebranding
  • Creative Direction
  • Go-to-Market

Product

  • Product Design
  • UX Strategy
  • UX Research
  • UI Design
  • Design Systems
  • User Journeys
  • Accessibility
  • Prototyping

Marketing

  • Marketing Strategy
  • Campaign Management
  • Digital Marketing
  • Growth Marketing
  • Content Strategy

Leadership

  • Team Leadership
  • Hiring & Recruitment
  • Mentoring
  • Stakeholder Management
  • Budget Management
  • DesignOps
  • Agile

Design

  • Figma
  • FigJam
  • Adobe Photoshop
  • Adobe Illustrator
  • Adobe After Effects
  • Adobe Premiere Pro
  • Adobe InDesign

AI & DesignOps

  • Midjourney
  • Stable Diffusion
  • Adobe Firefly
  • ChatGPT
  • Claude
  • Gemini
  • n8n

Product & Collaboration

  • Notion
  • Jira
  • Slack
  • Miro
  • Google Workspace

Web

  • Webflow
  • WordPress

Education

Bachelor's Degree in Visual Communication DesignNational University of Rosario2015 – 2020
Graphic Design TechnicianHigher School of Design of Rosario2009 – 2013

Languages

SpanishNative
EnglishB2 — Professional Working
FrenchA1 — Basic

Contact

Let's build something worth remembering.

Open to senior design leadership roles, brand strategy consulting and creative direction projects. Available for remote and international opportunities.

Send an email
Emailrodrigocano.dg@gmail.com
Phone+54 9 341 324 5313
LinkedInlinkedin.com/in/rodrigcano
Behancebehance.net/rodrigocano