DIGITAL GROWTH STRATEGY

I’m a digital media strategy and growth creature with an open mind, a love for data, and solid experience delivering content, products and services to large targets. As Strategy Director at WPP’s Hudson Rouge, VP Content Strategy at Edelman and freelance strategy lead, I’ve focused on audience development, consumer and user base expansion, devised successful multi-channel campaigns, content and social engagement strategies and managed partnerships with digital and social media platforms for among others Ford Motor, ADP, Infor, Mars and GE. My background is in media and communications. I started as an editor at ELLE and a creative producer for animations at MTV, spent a year in the digital media startup world, and switched into e-commerce as Product and Merchandising lead for Books and eBooks at Barnes&Noble.com. As Editorial Director for Barnes & Noble’s Nook and Head of Europe at Apple’s iBooks, I managed business development, go-to-market strategy, content acquisition, distribution and marketing partnerships with hundreds of publishing and media companies in the U.S., the Americas and EMEA.

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

GROWTH STRATEGY LEAD
Freelance
(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 with focus on audience development, social engagement, consumer and user base growth. Assignments have included:

  • GE: Data-driven audience development, communications, digital and social amplification strategy.
  • Mars: Content, growth, thought leadership, and digital strategies for communications campaigns
  • Hola Magazine: Digital content and audience development strategy, workshops with publisher’s and editorial teams
  • Barbarian/Blacture: Content and editorial strategy for Pras Michel’s new digital media brand
  • ADP: Data-driven personas, audience, content and digital multi-channel strategy for B2B campaigns
  • Infor: Communications, content, audience and content strategy for B2B campaigns
  • IpSoft: Thought leadership, marketing, communications, content, and audience strategy
  • Kitt Allan: Product-managed the web, 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, experiential and social engagement strategies
  • Home Goods: Personas, influencers and social digital video 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, 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 York | LinkedIn | Contact

CONTENT LEAD

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

  • Managed product, merchandising, promotions, and editorial.
  • Managed relations with publishers, authors and strategic partners in Europe, Latam, Asia.
  • Managed international go-to-market strategy and partnerships towards global distribution of content and devices.
  • 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.

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)

  • SeniorEditor, 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