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Portafolio

Experiencia

1998 - Current

Scope of Work

I am an editor and content creator, on-air radio host, creative director and translator with over 25 years of experience in a wide range of media, formats, industries and audiences. From pharma laboratories, entertainment outlets, beauty hubs, leisure, food and service to book and news publishing aimed at local and foreign audiences.

I am currently living in Mexico City and am excited to engage in new projects, meet new and creative individuals and continue my path towards a kaleidoscopic lifestyle.

2018 - Current

Creative Lead at Maíz Azul Films

• In charge of management and surveillance of CMS back-end to engage audiences through attractive, friendly and interesting content for IKYTA Mexico (International Kundalini Yoga Association), Pan Comido (Mexico City’s first vegan food restaurant chain) and Destreza Mezcal among others.

• Visual Identity Systems (VIS) design and execution supervision for a wide array of brands such as Sour Patch Kids (Mondelēz International) and Choco Krispis / Zucaritas (Kellogg’s Mexico).

• Script and digital assets’ coordination with a kid-friendly approach for educational content during Melvin mascot’s relaunch (Choco Krispis).

• Choco Krispis back-end CMS management with child-friendly focus for young audiences, reaching over 700 k online users.

2018 - Current

Communication Lead LATAM at SM Tech Online

• Brand adaptation for LATAM audiences.

• Social Media management with a 200% increase.

• Visual Identity System adaptation for latin sensibilities.

• PR representative for LATAM users and commercial partners.

Experiencia

2020 - 2023

Brand content developer at Industria Mexicana de Coca-Cola

• Concept design and production of tailor-made contents for social program campaigns "Gigantes del Barrio", "El amor multiplica", "Programa de capacitación para Tenderas y Pequeñas Comerciantes" y "Escuelas de lluvia" with a great audience impact which brought more than 2 million people through online media and web platforms.

• Content creation management on rural communities through a humanist and comprehensive approach to local necessities to be captured in relevant contents aimed at general audiences.

• Voice characterization for non-binary cartoon entities for educational contents with a small business sensibility directed entrepreneurs with a 80% focus on female audiences.

• Goal-oriented communication coordination for special projects between Coca-Cola and their partners (Mares Circulares, Baja Ferries, Isla Urbana, Pronatura México A.C. y PetStar) in community benefit programs, enabling smooth production dynamics.

2017 - 2018

Internal Communications Manager at Sanofi Mx

• Strategic conceptualization for information sharing through internal channels (Twitter, Yammer).

• Supervised content for brand communication on public social media (Twitter, LinkedIn).

• Calendar strategy design for internal product launch communication of leading brands (Dengvaxia Stamaril).

2015 - 2017

Content Lead at Coca-Cola FM

• Chief content officer on streaming station relaunch of Coca-Cola FM in Mexico, an online free service with over a million monthly listeners on different platforms

• Creative direction to renew daily show bar targeted at millennial and centennial listeners with a 15% audience increase.

• Successful transition between Agencia Roja and Maíz Azul as agencies in charge of Coca-Cola FM, keeping 70% of original team.

Experiencia

2002- 2014

Editor-in-Chief at Editorial Televisa

• Editor-in-Chief Men's Health LATAM

• Successful editorial and advertising balance management with a 20% ad increase for Maxim LATAM and 40% ad increase for Men’s Health LATAM.

• Special acknowledgement from Rodale Inc. regarding our successful Men’s Health LATAM transition  from the Miami office to the Mexico City headquarters during the Katrina hurricane disaster, delivering the current issue in 30 days with no assistance from Miami’s team.

• Editorial direction of pop culture magazine 's launch for TV channel Telehit (a Televisa San Ángel division) with a 30 k issue printing.

• Event / TV Show production of Puerto Vallarta and Acapulco Maxim with a 7 million audience reach, broadcasted via Canal 5 and cable (México).

Experiencia

2020 - 2023

Content developer at Industria Mexicana de Coca-Cola

• Concept design and production of tailor-made contents for social program campaigns "Gigantes del Barrio", "El amor multiplica", "Programa de capacitación para Tenderas y Pequeñas Comerciantes" y "Escuelas de lluvia" with a great audience impact which brought more than 2 million people through online media and web platforms.

• Content creation management on rural communities through a humanist and comprehensive approach to local necessities to be captured in relevant contents aimed at general audiences.

• Voice characterization for non-binary cartoon entities for educational contents with a small business sensibility directed entrepreneurs with a 80% focus on female audiences.

• Goal-oriented communication coordination for special projects between Coca-Cola and their partners (Mares Circulares, Baja Ferries, Isla Urbana, Pronatura México A.C. y PetStar) in community benefit programs, enabling smooth production dynamics.

2017 - 2018

Internal Communications Manager at Sanofi Mx

• Strategic conceptualization for information sharing through internal channels (Twitter, Yammer).

• Supervised content for brand communication on public social media (Twitter, LinkedIn).

• Calendar strategy design for internal product launch communication of leading brands (Dengvaxia, Stamaril).

Skills

  • • Advanced use of front-end / back-end CMS platforms such as WordPress, Wix, Drupal, Contentful….

  • • I get inspiration from format designing with special focus on UX to deliver an attractive and friendly content layout in tune with current digital trends.

  • • Intuitive decision making to delegate responsibilities aligned with each team member’s talents and skills with the unique goal to deliver efficient projects ahead or within deadline.

  • • Project planning and tracking through methodologies (i.e. OKRs,) and  software (i. e. Jira).

  • • Capacity to communicate technical requirements to developing teams according to content / campaign / product parameters.

  • • Easy comprehension and execution of relationship balance between sales and editorial regarding content planning.

  • • Knowledge of SEO strategies and tools with special focus on millennial and centennial audiences.

  • • Text editing, proofreading, editorial assignation and writing, plus content design management.

  • • Expert knowledge of grammar and syntax structure both in English and Spanish.

  • • On-brand voice and tone adaptability for each product or company.

  • • High quality execution of creative processes.

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