Mexico City, Mexico
Content lead with 12+ years of experience driving content strategy and digital ecosystems across highly regulated industries. I build scalable, performance-driven content systems that translate complex products into clear, high-impact messaging for enterprise audiences. My work sits at the intersection of content strategy, demand generation, and user intent. From brand and product storytelling to structured web experiences and global content governance, I design data-informed frameworks that connect business goals with audience needs, optimizing for clarity, engagement, and measurable impact. Throughout my career, I’ve partnered closely with WebOps, Product Marketing, SEO, Legal, HR, and executive stakeholders to build content architectures that scale. I combine strategic vision with hands-on execution, ensuring content doesn’t just communicate, it aligns, performs, and drives growth.
• Lead global web content strategy for Infoblox.com, ensuring clarity, consistency, and scalability across enterprise-facing experiences • Own messaging architecture and content structure across solution, product, and demand generation pages • Partner closely with WebOps, Demand Gen, Product Marketing, and SEO to drive performance, engagement, and pipeline contribution • Optimize web content based on user intent, behavioral data, and business KPIs • Establish governance frameworks and scalable CMS processes to support global content operations • Translate complex network security concepts into clear, high-impact messaging for enterprise audiences
- Develop and lead the overall content strategy across all platforms, aligning messaging with brand voice, business goals, and customer needs - Build and manage the content calendar for Paid Media, CRM, Product, Organic Social Media, SEO, and Brand Marketing initiatives - Create and supervise high-performing content for acquisition campaigns, user activation, engagement, and loyalty - Collaborate closely with Paid Media, Marketing Automation, and Growth teams to optimize content for conversion, retention, and customer lifetime value - Lead UX writing initiatives to ensure cohesive, user-centered messaging across Aplazo’s product ecosystem - Define, implement, and refine the tone of voice, editorial guidelines, and storytelling frameworks for the brand - Oversee content performance, leveraging analytics to track KPIs like CTR, engagement rates, conversion rates, and ROI - Manage and mentor a growing content team, fostering creativity, excellence, and a data-driven mindset
Key Leadership Responsibilities - Content strategy & brand voice: Directed the development and execution of a comprehensive content strategy, ensuring consistent, impactful messaging across digital platforms and aligning with business goals - Website & UX writing: Led cross-functional teams to design and produce all website and app content, enhancing user engagement and optimizing the overall experience - Social media & acquisition campaigns: Strategized and oversaw the creation of content-driven social media and marketing initiatives, driving user acquisition and brand visibility during critical growth phases - Brand identity & tone development : Established and managed the evolution of the brand’s creative tone and identity, reinforcing cohesive storytelling across all digital channels Impact & Strategic Achievements - Orchestrated the content creation for website and app platforms, resulting in an intuitive, user-centric digital experience - Pioneered the UX writing strategy to significantly enhance app usability, engagement, and customer interactions - Executed high-impact acquisition campaigns, achieving strong growth and positioning in a competitive digital banking landscape - Led core initiatives contributing to the successful launch of Mexico’s first fully digital bank, setting a transformative benchmark in digital banking innovation
-Leading content strategy for digital banking -Managing content development & implementation in app (UX writing) digital media, social networks, website, blog, tutorials, campaigns and audiovisuals Content Marketing · UX Writing· Team Leadership · Brand Marketing · Social Media · Blogging · Articles · Web Content Creation · Research · Project Management · Marketing · Strategic Communications · Creative Writing · Newsletters · News Writing · Employer Branding · Internal & External Communications · Corporate Communications · · Corporate Branding · Strategic Planning · Analytical Skills · Translation · Media Planning · Marketing Strategy · Microsoft Office · Public Speaking · Teamwork · Visual Communication · Organization Skills · Interpersonal Skills · Negotiation · Media Relations
-Social media coordination -Content development & administration for all external media -Review and alignment to the institutional discourse of external documents -PR strategies´ development & coordination for the brand positioning -PR campaigns´ coordination to promote the company's reputation -Synergy with the commercial area and MKT to improve sales reach -Purchasing process´control and direct assistance with suppliers in the area