BETWEEN DIGITAL MEDIA AND TECH

WHERE I COME FROM

A senior publishing, digital product and marketing strategy creature, I bring solid experience delivering content, consumer brands, tech products, Saas and B2B to large global targets. I’ve negotiated and managed strategic partnerships, led cross-functional teams, content development, acquisition and distribution, as well as user- and customer-centric product experience optimization. I’ve 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, Editor and Merchandising Lead at Barnes&Noble.com. As Editorial Director for Nook and Head of Europe, iBooks at Apple I managed publishing, content, go-to-market strategy, marketing, acquisition, distribution, strategy and partnerships with hundreds of publishers in the U.S., the Americas and EMEA. As Strategy Director, Social Media at WPP, VP Content Strategy at Edelman and freelance strategy lead, I’ve focused on audience development and consumer base growth, devised product marketing, content marketing, digital experience, brand positioning, thought leadership, editorial, social media, growth and engagement strategies partnering with publishers from the NYT to Condé Nast, digital platforms like Google or YouTube and social channels such as Instagram and Facebook for among others Ford, ADP and GE.

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.
  • Strategy and development of product marketing and content marketing 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

Proud and happy Founding Member at Tech Ladies.

Geek because She Geeks Out is fundamentally right.

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

Brooklyn, New York | LinkedIn | Contact

STRATEGY LEAD

CONTENT STRATEGY, PRODUCT MARKETING, CONTENT MARKETING, DIGITAL MARKETING, DIGITAL MEDIA AND PUBLISHING STRATEGY
(2018-PRESENT)

Working with agencies, content studios, research, analytics, marketing, product, creative, business and tech teams, I help publishers, brands, and startups, develop, optimize and amplify services, products and digital 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.
  • Flex: Audience development, multi-channel comms + content strategy for IoT engineering, manufacturing and logistics. 
  • 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 product and social launch of a fashion e-commerce startup.
  • TGR: Content + Editorial Strategy, Visual Storytelling, and UX strategies for Tiger Woods brand.
  • Shire: Research-driven marketing, communications strategy, though leadership, experiential and B2B engagement strategy for biotech startup.


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

(2017)

  • Led Social Media, Experiential, Social and Influencer Marketing Strategy for Ford’s luxury brand Lincoln.
  • Run multi-channel roadmap, social, content, branded and user-generated strategy and content marketing programs.
  • Established competitive landscape, social marketing programs, KPIs and analytics to collapse the social funnel.
  • Led C-suite partnership with Facebook and supported strategic partnerships towards joint content marketing programs.
  • Reported to Global CSO leading strategic roadmap, social media, social brand and content marketing.
  • Partnered with Paid Media, International, Business, Tech, Creative and Community teams.


VP, CONTENT STRATEGY
EDELMAN
(2016)

  • Led Content Strategy, Content Marketing, mult-channel Communications Strategy and Audience Development for marquee clients.
  • Worked with Intelligence on quantitative research and qualitative analysis for growth and engagement campaigns. 
  • Devised research-driven audience insights and engagement planning
  • Developed influencers, digital publications, and multi-channel content marketing strategies
  • Created Best Practices for Digital Content Strategy, Audience Development, and Visual Storytelling for the content studio and content marketing team
  • Developed digital publications,  audience growth, influencers, multi-channel content strategy, and product marketing for consumer brands and B2B Saas clients.

Brooklyn, New YorkLinkedIn | Contact

CONTENT LEAD

HEAD OF EUROPE, iBooks
APPLE

(2013)

  • Managed business, merchandising, global iTunes promotions, editorial and content marketing.
  • Developed and drove new editorial and content marketing strategy for four regions and 12 markets in Europe.
  • Drove GTM, editorial and consumer marketing based on data insights, impact of industry trends and sales forecasting.
  • Led content acquisition and marketing partnerships with publishers, authors, retail and strategic partners.
  • Presented strategic direction and business status to board of business heads.

EDITORIAL DIRECTOR, NOOK
BARNES&NOBLE.COM

(2010-2012)

  • Managed digital product, analytics, merchandising, content marketing, email marketing and editorial.
  • Presented strategic direction, consumer insights, forecasting and business status to C-suite and international markets.
  • Launched and managed global go-to-market strategy and distribution, retail and publisher partnerships.
  • Managed relations with international media, government agencies, trade shows and distributors.
  • Led content acquisition, development and content programs with top-selling authors and publishers
  • Managed relations and presentations with publishers, press, cultural agencies and conferences.

SENIOR EDITOR
ELLE
(1997-2001)

  • Edited/Managed staff writers and contributors.
  • Sat on the editorial board deciding on editorial calendar and content planning.
  • Wrote columns and investigative reporting.
  • Sat on digital transition team.
CREATIVE PRODUCER
MTV
(1997-1999) 

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

NEW MEDIA STRATEGY
GRUPO CLARIN
(1996-1997)

  • Digital and new media product and content strategy at the largest multimedia group in Argentina.

EDITOR, WRITER AND PRODUCER
(1995-2003)

  • Senior Editor, Obsidiana.com, digital media startup | 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 YorkLinkedIn | Contact

PRODUCT LEAD

PRODUCT LEAD, MERCHANDISING, EDITORIAL AND BUSINESS MANAGER
BARNES&NOBLE.COM
(2003—2010)

  • Managed Product, Buying and Merchandising for International, Digital, Books, eBooks, Nonfiction
  • Managed B2C, affiliate programs and B2B, consumer insights, expense management and reporting
  • Product managed SEO and customer centric experience optimization to drive sales, conversion and retention growth delivering up to 40% increase on search effectiveness and over 20% sales on key categories.
  • Launched and managed web and mobile app campaigns, merchandising, email marketing and collections.
  • Identified consumer, search and sales trends affecting SEO, SEM traffic, customer journey and experience.
  • Managed buying and forecasting and presented consumer insights, analytics and sales reports.
  • Negotiated and managed partnerships with publishers in the US and globally
  • Managed relations and presentations with press, content creators and cultural agencies in the Americas and Europe.
  • Established technical specs, sales targets and timing for merchandising automation and KPIs for marketing operations.
  • Supported recruiting and vendor partnership drives to evaluate technical skills, cost effective tools and vendors.

Brooklyn, New YorkLinkedIn | Contact

EDUCATION

DEGREES

  • New York UniversityM.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

PUBLIC SPEAKING + TEACHING

  • 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 YorkLinkedIn | Contact