Freelancer profile translated to English.

Description

With over 12 years of experience in strategic communication and brand management, I have had a significant impact on the financial sector in Argentina and Spain. I excel in developing brand strategies and communication campaigns, leading repositioning, rebranding, and digital transformation projects.

Key achievements:

• Led the launch of +18 massive advertising campaigns, achieving awards and recognitions such as a Silver Pencil from Editorial Dossier, reaching top positions in YouTube visibility, positioning an app as a leader in App Store downloads (finance category) and 15th in the general free apps category.

• Led the digital repositioning project for a leading bank in the IBEX 35, driving significant changes in brand tone and visual identity, resulting in improved brand indicators.

• Led the comprehensive redesign of the corporate identity for a bank in Argentina, resulting in a renewed brand image and an increase in brand value.

• Successfully managed the repositioning and national expansion of a financial brand in Argentina, achieving significant market penetration and brand recognition.

• Directed communication for several digital transformation projects in the financial sector: new app, website, e-commerce platform, loyalty program, and virtual assistant.

• Built +15 identity manuals for different companies.

• Developed over 20 product and service namings adapted to the banking sector, contributing to better brand positioning.

• Led the digitalization initiative for branches of a public bank, improving operational efficiency and customer service delivery.

• Worked with +10 recognized agencies and studios such as Future Brand, Interbrand, Firma, Summa.

Languages

Spanish
Native or bilingual
English
Fluent

Workplace preferences

Can work on-site

Barcelona (up to 50km)

Banco Sabadell
Brand and Communication Strategist
January 2022 - Today (4 years and 5 months)
Spain
• Design, planning, execution, and monitoring of massive campaigns.
• Responsible for brand strategy and its platform, namings, tone, and brand architecture.
• Brand Guardian across all touchpoints, defining key distinctive brand assets.
• Registration and monitoring of over 400 brands and namings.
• Participated in the bank's repositioning project, including the change of the brand's claim. Led the tone and identity evolution project. Developed style guides for digital communications. Created several brands and names for Spain, Mexico, and Miami.
Banco Sabadell
Senior Brand Strategist
January 2021 - December 2021 (11 months)
Spain
• Developed and defined brand strategy and architecture.
• Built namings for products, services, channels, and tools.
• Participated in the implementation of an innovative internal measurement tool to align bank initiatives with the brand promise (Brand Test), and in the construction of brand manuals and tools for internal use (Brand Architecture and Namings Manual, Verbal Identity Manual, and Brand House).
Teterum
Ecommerce Manager
October 2020 - January 2021 (3 months)
Spain
• Designed, executed, and optimized inbound strategies for B2B and B2C segments, including automated email marketing flows. Coordinated and executed unique nurturing campaigns to improve the experience of potential customers. Optimized the database to generate leads through social media ads, Google Ads, and affiliate partnerships.
• Managed e-commerce operations and analyzed sales performance.
• Contributed to the company's first positive results since its launch by leading the packaging replacement project for all products.