Experience

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  Pontificia universidad javeriana

  Nov 2007 - Nov 2011

  Research assistant

  • Research Assistant on digital literature, future of reading, and e-books. • Conceptualization and development of a virtual platform for digital storytelling and collective intelligence.

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  Mullenlowe group

  Mar 2011 - Feb 2013

  Social media strategist

  • Formulated digital and content communication strategies for high-profile clients, such as Virgin Mobile, Café de Colombia, Diageo, Unilever, BMW, Helm Bank, Corona, and others.• Led the business development, including proposal design and pitching, with a success ratio over 80%.• Developed the yearly Sustainability Reports for Alpina and Corona between 2011 and 2013. These printed reports incorporated Transmedia and digital publishing tactics.

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  Ariadna

  Mar 2013 - Sept 2013

  Strategic planner

  • Pioneered Juan Valdez Cafe's first digital strategy, encompassing social media playbook and content platform development.• Orchestrated a digital planning approach that became an integral part of Juan Valdez Cafe's Brand Essence document and Marketing Framework.

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  Alquería - danone colombia

  Sept 2013 - Jan 2015

  Digital marketing manager

  • Spearheaded digital strategies for eight Dairy & CPG brands, producing award-winning content that elevated Alquería as one of the best digital advertisers in Colombia in 2014.• Boosted each brand's digital investments from 2-3% to 12% by educating internal marketing teams on the benefits of digital marketing.• Supervised digital investment plans for each brand and effectively managed media and advertising budgets.• Coordinated with a network of over 40 agencies to ensure optimal utilization of their specific capabilities.• Earned recognition as a finalist for multiple EFFIE Awards with various brand campaigns. Show less

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  J. walter thompson worldwide

  Jan 2015 - Jan 2016

  Sr. digital strategist

  • Managed the Digital Planning area for 10+ multinational clients, working across various industries such as CPG, Banking, Auto, and Telco.• Devised and implemented marketing strategies, social media platforms, and media plans, earning numerous awards and accolades.• Designed and executed a strategic 5-year plan for a bank's digital presence overhaul.• Developed an award-winning content platform for Kit Kat as part of a comprehensive 360 creative strategy.• Oversaw the agency's digital operations in collaboration with the creative department. Show less

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  Cali's office of the mayor

  Aug 2016 - Jan 2019

  Digital strategist for cali creativa

  • Developed and executed an award-winning City Branding strategy to position Cali, Colombia, as a leading cultural destination in LATAM. This resulted in Cali being recognized as South America's Leading Cultural City in 2019 and 2021 in the World Travel Awards and Creative City in Media Arts by UNESCO.• Secured over USD 1M in public funding for the Cali Creativa project and MEC Festival within two years.• Launched and managed Cali's first Creativity and Entrepreneurship Festival, Movimiento de Empresas Creativas MEC, attracting over 2,500 attendees.• Established partnerships with more than 20 institutional partners and sponsors.• Curated and organized the festival's agenda across five sectors, spanning 2017-2018.• Contributed to creating Cali's Cultural Festivals' Season, a PR platform for the city's tourism brand. Show less

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  The new school

  Jul 2019 - Feb 2021

  As part of my on-campus employment, I work as a Graduate Student Assistant / Tour Guide at The New School's Welcome Center and also, as the Media Management Capstone's Course Assistant. In both positions, I've been recognized as a knowledgeable, reliable, and persuasive worker, helping people to walk through the application process, the academic environment, connecting students with the right people, providing helpful insights and information, and serving as a frontline ambassador for the School. Show less

  • Research Assistant, Impact Entepreneurship Initiative, Parsons School of Design

    Sept 2020 - Feb 2021

  • Student Assistant and Tour Guide, Welcome Center, Office of Admission

    Jun 2019 - Dec 2020

  • Teaching Assistant, Milano School of Policy, Management, and Environment

    Jul 2020 - Aug 2020

  • Capstone Course Assistant, School of Media Studies

    Jul 2019 - Jun 2020
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  Transforma consulting

  Jun 2020 - Oct 2020

  Strategy consultant

  • Developed and executed the growth marketing plan for the pilot launch of www.ororonature.com.• Designed and implemented a lead acquisition strategy through Google and Facebook advertising campaigns.

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  Mowies inc

  Jul 2021 - Jan 2022

  Creators success lead
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  1000heads

  May 2022 - Jan 2023

  Freelance strategist

  • Developed effective content and social strategies for high-profile clients, including Meta (AI Division), PyTorch Foundation, and Lego, by analyzing client needs and aligning strategies with their goals and objectives.• Demonstrated expertise in tailoring strategies for tech companies, ensuring client satisfaction, and contributing to the agency's strong reputation within the industry.• Collaborated with cross-functional teams, ensuring smooth project execution and successful delivery of client requirements. Show less

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  Superside

  Jul 2022 - Jun 2023

  Marketing & strategy consultant

  • Devised comprehensive marketing strategies for top-tier clients such as Robinhood, Mural, LivePerson, Ava Labs, and Rebtel by interviewing stakeholders, evaluating marketing data, and conducting in-depth industry research, resulting in increased client satisfaction and retention.• Spearheaded the launch of Superside's Digital Marketing Strategy consultancy service at Superside, designing service offerings and fostering alignment with sales and customer success teams for a seamless implementation between Q3 2022 and Q1 2023.• Consistently surpassed quarterly OKRs by 120% and maintained 5-star ratings for individual projects, contributing to successfully launching a new service capability.• Cultivated strong relationships between clients and Creative teams by acting as the strategic liaison and translating marketing challenges into clear, concise briefs, ensuring precise execution and timely delivery.• Conducted the creation of marketing strategy documents for clients, which included Brand and Buyer Persona development, Content Strategy, Competitive Landscape Analysis, and full-journey Channel planning. Show less

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  Cien+

  Nov 2023 - now

  Freelance digital strategist
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  Zota ztudio

  Feb 2024 - now

  Strategy consultant

  Leading transformative strategic consulting initiatives for prominent organizations across Latin America, driving business evolution through customer-centric innovation and digital transformation.Key Engagements:- Led Racafé's strategic repositioning initiative (Colombia's premier coffee merchant), crafting a distinctive value proposition centered on "consistency brews quality." Developed comprehensive digital and content strategies aligning their 70-year legacy with modern specialty coffee market demands, while strengthening relationships with quality-focused roasters and next-gen importers.- Spearheaded multiple strategic initiatives for Compensar (leading Colombian healthcare/wellbeing organization): - Orchestrated CX Unit transformation through strategic narrative workshops - Guided innovation sprints implementing the T-Algorithm framework across five high-impact teams working on new business models or customer-centric experiences. - Steered the development of five digital communities, successfully launching pilots for fitness, single parents, and SMB segments.- Advised a key longevity initiative that redefines aging in Colombia, empowering seniors to thrive through cutting-edge health tech, thoughtful design, and vibrant community engagement.- Designed and facilitated war-room workshops for Kotex (Kimberly Clark Colombia), devising an 18-month strategic vision focused on distribution optimization, brand revitalization, and enhanced consumer engagement in the feminine care category.Areas of Impact:- Digital Transformation Strategy- Customer Experience Design- Innovation Framework Implementation- Strategic Workshop Facilitation- Brand Repositioning- Community Building & Engagement Show less

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  Designity

  Jan 2025 - now

  Digital marketing and branding consultant