BRAND & COMMUNICATIONS STRATEGY
I have led teams and developed communication strategies for brands across multiple markets, including Spain, the United States, Brazil, Argentina, and Mexico, adapting brand messaging to different audiences, cultures, and communication channels.
My work involves identifying communication needs and translating them into strategic content approaches, whether adapting an existing global brand message to specific platforms and markets or working alongside brands to define their tone of voice, key messages, and communication guidelines. I have a strong background in copywriting and social media-native content, ensuring that each touchpoint of a brand with its client feels relevant, authentic, and tailored to each platform.
I also have extensive experience leading and coordinating multidisciplinary creative teams and content production processes, working with professionals across different areas, including photographers, videographers, video editors, motion designers, graphic designers, and community managers.
From developing initial creative concepts and defining content formats to overseeing production and final execution, I focus on bringing strategic ideas to life through engaging and consistent brand communication.
BARÇA ACADEMY IN THE USA: SOCIAL MEDIA STRATETY
For the past three seasons, I have been leading the social media department for FC Barcelona’s Barça Academy operations in the United States, overseeing the digital strategy and social media presence across its different programs, including summer camps, international travel experiences, and academies.
My role combines strategic planning with team leadership, overseeing community managers and coordinating designers, videomakers, and creative teams throughout the content production process. I also manage cross-functional collaboration with the commercial and operations departments, as well as the paid media agency, ensuring consistency across channels and alignment between organic content, paid campaigns, and business goals.
I oversee content strategies tailored to different audiences, especially the US market, and lead the planning and execution of live event coverage. This includes coordinating daily social media coverage for more than 40 summer camps across different cities in Spain over a six-week period, alongside recurring football clinics in Barcelona.
Since taking on the role, the accounts have grown their combined following by more than 200% across social platforms, including 700% growth on TikTok, while generating over 37 million impressions. Working alongside the commercial and wider marketing teams, these efforts have also contributed to driving more than 7,000 registrations each season.
UNIVERSAL ORLANDO RESORTS LANDS IN BRAZIL AND LATAM
As Account Director, I was responsible for launching and leading Universal Orlando Resort’s first-ever official Instagram accounts dedicated to Portuguese and Spanish-speaking audiences in Brazil and Latin America. The goal was to build a stronger connection with local fans through content created specifically for each market, reflecting its language, culture, trends, and online conversations rather than simply adapting content from other regions.
I led the development and execution of the accounts’ communication strategy, managing the relationship with the client and coordinating a multidisciplinary team of community managers, creative designers, and influencer marketing specialists. My role covered the entire content process, from defining the strategy and creative direction to supervising production, publishing, and community engagement.
I also oversaw monthly reporting and performance tracking, including sentiment analysis, using audience insights to evaluate the channels’ performance and identify opportunities to strengthen the brand’s connection with its communities. Throughout the account, I worked with several major entertainment properties and franchises, including Warner Bros., DreamWorks, and Amblin, helping bring their content and stories to local audiences.
Beyond the day-to-day management of the accounts, I led creative campaigns and special projects designed to generate awareness and engagement around key brand initiatives. These included “Dois É Demais em Orlando (The Movie)” and the activations for the Florida Cup tournament, where I coordinated the development of creative concepts, production shoots, content deliverables, and collaborations with influencers and celebrities.
One of the standout projects was a press trip to promote the Wizarding World of Harry Potter-themed airplane, launched in partnership with GOL Airlines. I supported the planning and execution of the experience, coordinating content creation with influencers and journalists, preparing communication guidelines, and accompanying the group throughout the trip to ensure the story was brought to life across their channels.
Florida Cup promotional video – Creativity and production
WIZARDING WORLD x GOL Airlines
Inaugural flight – Influencer and PR coordination
Official Instagram Account – Former Account Director