Our team is a diverse mix of strategists, techies, analysts, creatives, and client advocates who work together with one thing in mind, getting results for our clients. We take pride in our skills: analyzing, conceptualizing, writing, designing, integrating, coding, organizing, anything that needs to be done to get better leads and more customers for our clients.



María Cristina Oruña, President and Founder

María Cristina is an engineer turned marketer and a marathoner.  She has over 20 years of experience in Data-Driven Marketing. She thrives on results and believes in staying away from “big bang” approaches. She prefers agile processes and focusing on incremental wins. Prior to founding Cobalto in 2004, she worked at the largest financial institutions in PR leading the areas of CRM, Analytics and Direct Marketing.  She has an MBA from University of Puerto Rico and a BS in Electrical Engineering from New Jersey Institute of Technology.


Jesse Dedman, VP of Digital Platforms and Innovation

Jesse is a swimmer and our CRM guru. He helps clients improve their customer processes with innovative solutions that combine user-centered design and data integration. He has worked in the Health, Insurance and Banking industries in analytics, BI, data warehousing and CRM. Jesse graduated from University of California Berkeley School of Information with a Master’s in Information Management and Systems and earned his BA in International Studies from Johns Hopkins University.


Rebeca Hernández, Account Manager

Rebeca is a lawyer who is passionate about marketing and working out. She started in Cobalto as an intern and has over 9 years of experience in digital and direct marketing. She is a key contributor to marketing optimization projects and content strategy. Rebeca received her law degree from the Interamerican University School of Law and is licensed to practice law in Puerto Rico. She received her BA from the University of Puerto Rico, Río Piedras.