STRATEGY FOR DIGITAL ECOSYSTEMS

As an independent Strategy Lead, Strategy Director at Hudson Rouge and VP Content Strategy at Edelman, I’ve devised successful growth, social, engagement and audience development strategies for among others Ford MotorADPTiger WoodsMars, and GE.

An expert in digital media, publishing, content, partnerships, and product, I’ve been Head of Europe at Apple’s iBooksEditorial Director and Product Lead at Barnes&Noble.comSenior Editor at ELLE, and Creative Producer at MTV.

I started in content development, switched into content marketing, delved into e-commerce product, led high-stakes negotiations and partnerships, and became a 360 strategist with an open mind, a love for data, a knack for understanding how things work and how to make them better, and a passion for delivering great content, products and services to more people.

In the last few years, I’ve focused on Growth — audience development, engagement, consumer and user base — in social media and across the digital ecosystem.

DEFINITIONS

CONTENT
An organism that expands, contracts, morphs, iterates, and permeates physical, digital, solid, and conceptual entities, objects, ecosystems, and creatures.

DIGITAL ENVIRONMENTS
Cities, towns, buildings, and spaces organized by taxonomies and connected by paths. If the navigation isn’t intuitive, it needs to change (or it becomes a labyrinth).

USER a.k.a. AUDIENCE a.k.a CONSUMER
The center, target, and focus of a healthy and functional ecosystem.

CONCEPT
The perfect beginning. Or so we think. We’ll know better when we develop it.

PRINCIPLES

I love beauty with a purpose, even if the purpose is to be beautiful.

I pursue elegance in ecosystem behavior.

I believe in editorial talent, intelligent design (of the human kind), and smart code.

METHODS AND MANNERS

Iteration
Passion
Respect
Boards
Drawings
Agile
Style:  The Oxford Comma

AFFILIATIONS

Geek because She Geeks Out is fundamentally right.

Proud and happy Founding Member at Tech Ladies.


Brooklyn, New York
| LinkedIn | Contact

STRATEGY LEAD

DIGITAL MEDIA GROWTH STRATEGY LEAD
(2014- Now)

Working with content studios, research, marketing, creative, editorial, and tech teams, I help publishers, brands, and startups, develop, optimize, UX and amplify digital content and ecosystems. I focus on Digital Media, Audience Development, Social Engagement, Consumer and User Base Growth, and Content as Product. Recent assignments included:

  • Developed growth and audience development strategies for Mars and GE communication campaigns. 
  • Created audience development strategies for the digital US editions of Hola and Hello magazines, including workshops with the publisher’s and the editorial teams.
  • Designed audience and content strategy for Trojan Brands, Infor, and ADP campaigns.
  • Product-managed the launch of Kitt Allan, a fashion e-commerce startup.
  • Devised Content + Editorial Strategy, Visual Storytelling, and UX for Tiger Woods’ TGR.
  • Advised film production companies Pinball London and Good Film on content and audience development.
  • Developed global distribution strategies for digital content for publishers such as Scholastic.
  • Devised research-driven audience, creative, content, engagement, and influencers strategies for Shire and Home Goods.

STRATEGY DIRECTOR, SOCIAL MEDIA AND EXPERIENTIAL, Hudson Rouge, WPP
(2017)

  • Leads Social Media, Experiential, and Influencer Strategy for Ford Motor’s Lincoln
  • Developed Best Practices and Branded Content Strategy for media partnerships
  • Leads strategy for social media channels
  • Leads C-suite partnership with Facebook and Instagram
  • Reports to the Global Chief Strategy Officer
  • Partners with Paid Media, International, Creative, Analytics, Brand, Editorial, and Community teams

VP, CONTENT STRATEGY,  Edelman
(2016)

  • Led Content Strategy and Audience Development for marquee clients in the Creative Network
  • Created Best Practices for Digital Content, Audience Development, and Visual Storytelling for the content marketing Collaborative Journalism team
  • Devised research-driven audience insights and engagement planning
  • Developed audience growth, influencers, and multi-channel content strategy

Brooklyn, New YorkLinkedIn | Contact

CONTENT LEAD

HEAD OF EUROPE, iBOOKS at iTunes, APPLE
(2013)

  • Managed business, merchandising, promotions and editorial marketing across Europe.
  • Managed relations with publishers, authors and strategic partners.
  • Developed and led new editorial strategy for Europe.
  • Led negotiations for content acquisition.
  • Established and led promotional, operational and marketing strategies.

EDITORIAL DIRECTOR, International Digital Content at Nook, BARNES&NOBLE.COM
(2010-2012)

  • Managed product, merchandising, promotions, and editorial.
  • Managed relations with publishers, authors and strategic partners in Europe, Latam, Asia.
  • Led contract negotiations for international content acquisition and distribution.
  • Led development of exclusive content with top-selling authors like Paulo Coelho.
  • Represented Nook Media in international conferences and with the media.
SENIOR EDITOR, ELLE  
(1997-2000)

  • Edited/Managed staff writers and contributors.
  • Sat on the editorial board in charge of planning and content development.
  • Wrote columns and investigative reporting (articles published in Elle France).

CREATIVE PRODUCER, MTV
(1997–1999) 

  • Created, wrote, directed and produced animations for the Latin American and Asian feeds.

EDITOR, WRITER AND PRODUCER
(1993—2005)

  • SeniorEditor, Obsidiana.com | Buenos Aires, NY, Miami, Mexico, Sao Paulo (1999-2000)
  • Writer and Reporter, Clarín, Argentine newspaper circulation 2M+ (1994-2004)
  • News Producer, América TV | Canal 9, Argentine TV networks (1993-1994)
  • Editor + Writer, La Nación newspaper | Críticas Magazine | La Mano (1992-2004)
  • Copywriter, The Concept Farm | Meredith Corp Hispanic Ventures | Ketchum Argentina (1995- 2005)

 


 

Brooklyn, New YorkLinkedIn | Contact

PRODUCT LEAD

PRODUCT, MERCHANDISING AND BUSINESS MANAGER
2003—2010

Managed Web and Mobile Product and Merchandising at BARNES&NOBLE.COM, where I held titles including Manager, International Digital Content; Manager, Books & eBooks; Merchandising Manager, Nonfiction; Editor, and Buyer.

  • Launched and managed the NOOK store, Nonfiction and promo e-shops, and Libros en español.
  • Managed UX and conversion of merchandising categories and taxonomy into a user- and SEO-friendly ecosystem, delivering up to 40% increase on sales per category.
  • Launched, managed, and optimized e-stores, campaigns, promos and collections.
  • Identified trends and search insights for SEO and marketing.
  • Created and managed merchandising for web, mobile, newsletters, affiliates.
  • Managed relation with publishers, press, and cultural agencies in the Americas and Europe.
  • Led contract negotiations for international content acquisition and distribution.

 


Brooklyn, New YorkLinkedIn | Contact

EDUCATION

DEGREES

  • New York University, May 2003: M.S. in Publishing
  • Universidad Católica Argentina, March 1994: M.S. in Journalism
  • Universidad de Buenos Aires, March 1993: B.S. in Communication and Media Studies
  • Colegio Nacional de Buenos Aires, Dec 1986: B.A. in Humanities

SKILLS + LANGUAGES

  • Agile Product Owner experience
  • English / Spanish bilingual
  • Portuguese, fading third language, still fluent
  • Italian, basic knowledge

SPEAKER

  • NYU Digital Marketing, 2016: Class on Content Strategy and Audience Development
  • Yale Publishing Course, 2011-2013: Advisor and Lecturer
  • Speaker at Conferences on Digital Content in Frankfurt, Buenos Aires, Guadalajara, New York, Madrid, Barcelona, Sao Paulo, Bogota, Milan, Mexico City, 2004-present
  • A lovely interview with She Geeks Out before presenting at their event in New York in May 2017.
  • Another great interview with Tech Ladies in September 2017.

Brooklyn, New YorkLinkedIn | Contact