About Ricardo
English
Native or bilingual
French
Conversational
Arabic
Conversational
Indonesian
Conversational
Experience
- FreelanceCommunication and PR ConsultantPRESS AND MEDIAFebruary 2020 - Today (6 years and 4 months)Madrid, SpainI advise companies and organizations that need strategic communication support and quality content, in sectors such as renewable energy, technology, and the non-profit sector.My role combines strategic vision and execution. Each project requires its own strategic and narrative approach, aligned with the objectives, stakeholders, and context of each organization and brand. I produce content in Spanish and English with two clear premises: to make complex information easy to understand and to ensure that positioning and usability never compromise editorial quality.I also act as an editorial reference to ensure the coherence and quality of messages across all channels and contribute to a genuine and effective brand voice.Among other services, I offer:
- Communication strategy.
- Media relations.
- Multimedia storytelling.
- Digital campaign supervision.
- UX copywriting.
- CMS optimization (Sitecore, AEM, and WordPress VIP).
- Spokesperson training.
- Reputational analysis.
- Genetsis Partners SL
On Malt
Content Strategy and Management in Adobe Experience ManagerENERGY AND UTILITIESJuly 2022 - April 2026 (3 years and 9 months)Madrid, SpainI support Siemens Gamesa as a CMS and digital content consultant, shaping how complex corporate and product information is structured and delivered across their global website. My work combines content strategy, SEO and UX optimization with CMS management in AEM, following the migration from Sitecore and integration with Aprimo. I collaborate with stakeholders to turn technical and business inputs into clear, effective digital experiences, ensuring consistency and performance across pages.- Define and implement CMS content structures and publishing workflows in AEM, aligned with global governance and scalability needs.
- Optimize pages for SEO and UX, improving discoverability, navigation and content performance based on analytics insights.
- Lead visual storytelling execution through structured use of media assets, ensuring brand consistency via Aprimo integration.
- Support CMS evolution (Sitecore → AEM), advising on components, limitations and best practices to align content strategy with technical capabilities.
- Vita Club Functional Foods
On Malt
Organic Media Campaign DesignAGRICULTUREMay 2026 - May 2026Madrid, SpainConsultancy and execution for the PR campaign in Spain of Vita Pop, a Spanish functional soda startup, on the occasion of Pitbull joining the company as a partner. The project included:- Adaptation of the advertisement to the Spanish market.
- Definition of specific angles for business, trade/F&B, marketing, lifestyle, and Gen Z media.
- Selective contact with priority journalists and follow-up on results.
- Consultancy on native content media on social media for young audiences to connect the brand with music and pop culture.
- The campaign helped test Vita Pop's media resonance in Spain, achieve qualitative visibility, and position the brand beyond traditional retail communication.
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Education
- Master in Agency JournalismUniversidad Rey Juan Carlos2014
- Bilingual Double Degree in Journalism / Advertising and Public RelationsUniversidad San Pablo-CEU2012