Work Experience

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    Latin Music Marketing Consultant @ Sony Music Entertainment

    At Sony Music UK, I focused on marketing Latin music across the UK, Europe, and Asia, creating cohesive campaigns that honored each artist’s brand vision.

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    My initiatives introduced Latin music to non-Latin audiences, fostering cultural diversity in music consumption and expanding artist fanbases. I also developed a dedicated platform for the Japanese market, tailoring campaigns to engage local audiences and achieving significant audience diversification.

    Key Achievements

    • Conducted a digital ethnography to gain in-depth insights into Latin audiences, uncovering key cultural drivers and preferences that informed campaign strategies.
    • Launched successful campaigns targeting non-Latin music fans, broadening the reach of Latin artists in the UK, Europe, and Asia.
    • Created and executed a platform specifically for Japan, leveraging culturally relevant strategies that engaged a previously untapped audience.
    • Drove fan engagement through innovative approaches, establishing a growing and loyal fanbase for Latin music in new markets.

    Skills Developed

    • Strengthened project management skills through planning and executing campaigns, ensuring brand alignment across platforms while fostering creativity.Enhanced stakeholder management skills, balancing the expectations of internal teams, influencers, and external partners.
    • Refined problem-solving abilities by navigating logistical challenges in influencer travel campaigns and adapting strategies on the go.
    • Gained expertise in copywriting and digital strategy, crafting culturally relevant content that engaged diverse global audiences.

    What work looked like 

    Shooting content with our fav Motomami helmets. 
    Going to gigs to understand our fans. 
    Pitching ideas

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    Communications and Influencer Marketing @ Visit Argentina

    At Visit Argentina, the country’s official tourism brand, I focused on influencer marketing and digital communication strategy to showcase Argentina’s diverse tourism offerings to a global audience.

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    My role included researching international creators, crafting detailed briefs, and traveling across Argentina with influencers to produce impactful content. I also managed the Twitter account, creating a unique, humor-driven voice that resonated internationally, and handled copywriting across platforms, including scriptwriting for cinema ads.

    Key Achievements

    • Developed and executed a digital strategy that highlighted Argentina’s unique destinations for international audiences, effectively boosting engagement.
    • Crafted a distinctive, humorous voice on Twitter, elevating brand presence and increasing audience loyalty across social media.
    • Managed end-to-end influencer campaigns, collaborating with influencers to ensure cohesive storytelling while meeting brand goals and expectations.
    • Wrote impactful ad scripts for cinema, capturing Argentina’s vibrant culture and scenery for international appeal.

    Skills Developed

    • Strengthened project management skills through planning and executing campaigns, ensuring brand alignment across platforms while fostering creativity.Enhanced stakeholder management skills, balancing the expectations of internal teams, influencers, and external partners.
    • Refined problem-solving abilities by navigating logistical challenges in influencer travel campaigns and adapting strategies on the go.
    • Gained expertise in copywriting and digital strategy, crafting culturally relevant content that engaged diverse global audiences.

    What work looked like 

    Learning all about wine making to communicate it better. 
    Organizing influencer trips and going on adventures to get the best content. 
    Working with ONGs to develop sustainable tourism in Chaco 

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    Senior Account Executive and Qualitative Research @ Kantar

    At KANTAR, a global leader in data and insights, I specialized in qualitative research, focusing on UX, innovation, and brand strategy.  I designed and conducted fieldwork, generated reports, and presented insights to clients, collaborating with teams across Argentina, Mexico, Chile, India, China, and the UK.

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    Key Achievements

    • Specialized in qualitative research across UX research, innovation, and brand strategy.
    • Designed and conducted qualitative fieldwork for international projects, gathering insights that directly informed brand strategy and product development.
    • Authored comprehensive reports with actionable insights and presented findings to clients, driving informed decision-making.
    • Collaborated with cross-functional teams from Argentina, Mexico, Chile, India, China, and the UK, contributing to projects that spanned diverse cultural and market landscapes.

    Impact on Career

    • Strengthened expertise in qualitative research methodologies, particularly in user experience (UX) and brand innovation.
    • Enhanced cross-cultural communication and teamwork skills by coordinating with global teams.
    • Developed a strategic approach to presenting research insights effectively, an experience foundational to my career in consulting and marketing strategy.

    What work looked like 

    COVID vibes, my adventures at Kantar included interviews, ethnographies, research and presentations, all from home.
    Me working on my pyjamasÂ