BETWEEN DIGITAL MEDIA AND TECH

WHERE I COME FROM

A senior digital media, marketing strategy and partnerships creature, I bring solid experience delivering content, products and services to large global consumer and B2B targets. I’ve managed partnerships and led multi-disciplinary matrixed teams towards brand equity growth and amplification, content acquisition and development, and customer-centric experience optimization. Have been an editor at ELLE and a creative producer at MTV, spent time in the digital media startup world, and worked in e-commerce as Product Manager and Merchandising Lead at Barnes&Noble.com. As Editorial Director for Nook and Head of Europe, iBooks at Apple I managed business development, go-to-market strategy, content acquisition, distribution and marketing partnerships with hundreds of digital publishers and media companies in the U.S., the Americas and EMEA. As Strategy Director at WPP’s Hudson Rouge, VP Content Strategy at Edelman and freelance strategy lead, I’ve focused on audience, consumer and user base growth, devised branded content, thought leadership, editorial, digital and engagement strategies partnering with media from the NYT to Condé Nast, digital platforms like Google, and social channels such as Instagram, YouTube and LinkedIn for among others Ford, GE, iPSoft.

WHAT I DO

  • Devise and develop digital / social content strategies and editorial brands supported by data insights, landscape and competitors analysis and, in dream projects, primary and secondary qualitative and quantitative research
  • Collapse the digital / social funnel to move brands and products from awareness to conversion and from growth to retention
  • Create product marketing materials and content marketing strategies to support B2B business development and B2C sales and adoption growth
  • Develop multi channel consumer brand content marketing and digital strategies that foster and support brand positioning, amplification and revenue growth.

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.

Yale Publishing Course, Advisor and Lecturer (2011-2013).

Brooklyn, New York | LinkedIn | Contact

STRATEGY LEAD

CONTENT STRATEGY, BRAND AMPLIFICATION, PRODUCT MARKETING, PRODUCT STRATEGY, DIGITAL MARKETING, GROWTH
(2014/2018)

Working with agencies, content studios, research, marketing, creative, editorial, and tech teams, I help publishers, brands, and startups, develop, optimize, UX and amplify digital content and ecosystems with focus on audience development, social engagement, consumer and user base growth. Assignments have included:

  • GE: Data-driven audience development, amplification and communications strategy, thought leadership, digital and social strategy.
  • Mars: Branded content, growth, thought leadership, and digital strategy for communications campaigns.
  • ADP: Data-driven personas, audience development, product marketing, branded content and B2B digital multi-channel strategy.
  • Blacture: Content and editorial strategy for Pras Michel’s digital media startup @ Barbarian.
  • Hola Magazine: Digital content and audience development strategy, workshops with publisher’s and editorial teams.
  • Infor: Communications, content, audience and content strategy for B2B campaigns.
  • IpSoft: B2B thought leadership, product marketing, communications strategy, branded content, audience development.
  • Kitt Allan: Product manager for digital and social launch of a fashion e-commerce startup.
  • Tiger Woods’ TGR: Content, Editorial Strategy, Visual Storytelling, and UX strategies.
  • Shire: Research-driven marketing, communications strategy, though leadership, experiential and B2B engagement strategy.


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

  • Led Social Media, Experiential, and Influencer Strategy for Ford Motor’s Lincoln
  • Developed Best Practices and Branded Content Strategy for media partnerships
  • Led strategy for social media channels
  • Led C-suite partnership with Facebook and Instagram
  • Reported to the Global Chief Strategy Officer
  • Partnered 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 Strategy, Audience Development, and Visual Storytelling for the content studio and content marketing team
  • Devised research-driven audience insights and engagement planning
  • Developed audience growth, influencers, multi-channel content strategy, and product marketing for both consumer brands and B2B Saas clients
Brooklyn, New York | LinkedIn | Contact

CONTENT LEAD

HEAD OF EUROPE, iBooks
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, Nook
BARNES&NOBLE.COM
(2010-2012)

  • Established strategic direction, recruited team, managed product, promotions, content marketing and editorial.
  • Managed relations with publishers, content creators, retail and other strategic partners across EMEA, LATAM, Asia.
  • Managed go-to-market strategy and global distribution partnerships.
  • Led content acquisition, distribution, and marketing negotiations and partnerships.
  • Led relations with retail and content development with top-selling authors and publishers.
  • 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.

DIGITAL PROJECTS  AND NEW BUSINESS
GRUPO CLARIN
(1996-1997)

  • New Media Specialist working on digital and new media product development and content strategy at the largest multimedia group in Argentina

EDITOR, WRITER AND PRODUCER
(1995-2003)

  • Senior Editor, Obsidiana.com | Buenos Aires, NY, Miami, Mexico, Sao Paulo (1999-2000)
  • Writer and Reporter, Clarín, Argentine newspaper circulation 2M+ (1994-2003)
  • Editor + Writer, La Nación newspaper | Críticas Magazine | La Mano (1995-2003)
  • Copywriter, The Concept Farm | Meredith Corp Hispanic Ventures | Ketchum Argentina (1997- 2003)
Brooklyn, New York | LinkedIn | Contact

PRODUCT LEAD

PRODUCT LEAD, MERCHANDISING, EDITORIAL AND BUSINESS MANAGER
BARNES&NOBLE.COM
(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 York | LinkedIn | Contact

EDUCATION

DEGREES

  • New York University: M.S. in Publishing
  • Universidad Católica Argentina: M.S. in Journalism
  • Universidad de Buenos Aires: B.S. in Communication and Media Studies
  • Colegio Nacional de Buenos Aires: B.A. in Humanities

MEMBERSHIPS

  • Tech Ladies, Founding Member since 2013
  • Yale Publishing Course, Board Advisor (2011-2013)

SKILLS + LANGUAGES

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

SPEAKER

  • NYU Digital Marketing, 2016: Class on Content Strategy and Audience Development
  • Yale Publishing Course, Lecturer (2011-2013)
  • Speaker at conferences on digital strategy in Frankfurt, Buenos Aires, Guadalajara, New York, Madrid, Barcelona, Sao Paulo, Bogota, Milan, Mexico City, 2004-present
Brooklyn, New York | LinkedIn | Contact