Content & Social Strategy
Planned with strategy. Proven with data.
Social media built on research, measured in real numbers and adjusted with every result.
Amazonica Miami
The Challenge
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Amazonica had a distinctive in-store experience and a loyal customer base. My role was to translate that experience into a strategic social media ecosystem that strengthened brand awareness, increased customer participation, and supported business growth through storytelling, creative campaigns, and community-led marketing.
Social Media Manager  ·  Miami  ·  Jan 2020 – Aug 2021
How I Built It
01. Brand Strategy & Content Ecosystem
Designed a long-term social media strategy that transformed individual posts into a cohesive marketing system. Built content pillars, campaign calendars, launch phases, seasonal activations, and recurring storytelling frameworks that aligned every piece of content with a business objective, from brand awareness to customer engagement and product promotion.
02. Campaign Development & Creative Direction
Created integrated campaigns that combined storytelling with customer participation. During the pandemic, I developed Passport to Amazonica, transforming beverage purchases into a virtual travel experience where customers collected passport stamps by trying different drinks. Together with recurring campaigns such as Stay Tropical, these initiatives increased brand recall, encouraged repeat visits, and kept the community engaged between launches.
03. Creative Content Production
Directed the creative production of photography, video, GIFs, and interactive social content from concept development through execution. Produced launch campaigns, behind-the-scenes content, lifestyle storytelling, and engagement-driven Instagram Stories, polls, and Q&As that expanded organic reach and strengthened audience interaction.
04. Influencer & Community Marketing
Built partnerships with Miami-based creators and local influencers to extend the brand's reach through authentic storytelling. Managed collaborations from creative briefing through execution, ensuring each partnership supported campaign objectives, generated organic visibility, and contributed directly to a 27% increase in sales.
05. Performance & Optimization
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Tracked reach, CTR, CPA, ROAS and conversions to decide what to post, when and in which format, shifting content to the afternoon and weekend sales peaks and giving more weight to video. Every creator had a unique code and delivery link, so each partnership was measured by the orders it generated.
Original Posts, Real Numbers
Screenshots from the original Amazonica Instagram account, 2020–2021
The Work
Mana Wynwood
Advertising Digital Analyst  ·  Miami  ·  Aug 2018 – Dec 2018
The Challenge
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Mana Wynwood needed to position itself as Miami's leading arts and cultural destination while growing community engagement across a fast-paced calendar of exhibitions, blockchain conferences, fashion shows, and concerts. My role was to build a content strategy that could capture the energy of the Wynwood Arts District and turn it into consistent, participatory online engagement.
How I Built It
01. Content Strategy & Editorial Planning
Defined content pillars around street art, artists, local culture, and events, and built the editorial calendar across Instagram and Facebook using Hootsuite. Balanced evergreen content, event promotion, and audience participation to maximize organic reach.
02. Campaign Development
Built campaigns around artists, exhibitions, and community events, leveraging Hootsuite's scheduling and analytics to coordinate cross-platform pushes that grew engagement and follower interaction.
03. Blog Content & Storytelling
Researched and wrote blog posts spotlighting Mana Wynwood events — from art exhibitions to blockchain conferences and fashion shows — extending reach beyond social and driving traffic to the website.
04.Community & UGC
Produced photos, Instagram stories, and event coverage that invited audience participation, encouraging attendees to share their own content and expanding visibility across platforms.
