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Career chronicle

The trajectory: a transformation journey

From journalism and radio to global advocacy, brand strategy and AI-enabled marketing operations. Each role inherited a fragmented, reactive or underdeveloped environment, and a system was built behind the work.

SWE Homes

Current
Marketing ManagerMar 2026 – Present

Oversees growth/demand gen, content/brand/corporate comms, marketing operations, real-estate marketing and customer experience. Manages a 14-person distributed team (9 on-site, 5 remote; 4 Spanish-only, 3 English-only, 7 bilingual). Reports to VP of Real Estate; works regularly with CEO, COO and HR Director.

Transformation work

  • Centralized project management on Monday.com to replace siloed, fragmented work.
  • Documented and refined 35 recurring processes in the first six months; clarified ownership with RACI.
  • Built brand playbooks for SWE Homes, SWE Lending and The Preserve; channel-specific content playbooks with SEO/AEO practices.
  • Created a visual AI content-planning site and an AI-enabled reporting environment.

Quantified proof

  • 997.13K impressions (+39.92%) and 24.17K engagements (+38.56%) in H1 2026 vs. prior six months.
  • ~3,000 leads, 35 properties sold, $3.846M revenue during the period.
  • Reporting workflow saves 40+ team hours/month; content workflow saves 20+ hours/month.
  • $50K Dynamo partnership: 170K+ attendees, 3,400+ community-tour participants, 5.4B reported media reach.

ICRW

Digital Marketing & Communications ConsultantDec 2025 – Mar 2026· Washington, DC (part-time)

Partnered with global leadership of a 50-year global gender-equity research institution to strengthen integrated digital communications and cross-regional brand alignment during a major org transformation into a decentralized global network (Africa, Americas, Asia).

Transformation work

  • Audience research and stakeholder journey mapping; messaging architecture and editorial/brand-voice governance.
  • Supported the anniversary narrative 'Unfinished. Unafraid. Unstoppable.' within the Architects of Change campaign.
  • Established KPI frameworks across social, email and web; standardized reporting and an executive-ready dashboard.

Quantified proof

  • Unified messaging and visual identity across three regions during the 50th-anniversary milestone.
  • Structured weekly deliverables with milestone tracking and approval checkpoints.
  • Attribution guardrail: placeholder performance metrics retained internally until verified, qualitative early indicators only.

UnidosUS

Senior Social Media ManagerSep 2021 – Oct 2025

Inherited a reactive social function. Built playbooks, proactive content capability and relationships so social/digital was brought in earlier. Two direct reports; managed ~2 agencies, one freelancer and up to ~10 influencers at a time. Reported to Director of Digital Marketing; worked directly with VPs and portfolio leads.

Transformation work

  • Built social reporting that did not exist previously; tracked volume and results by portfolio and presented monthly.
  • Created rapid-response tiers, a CEO-voice decision framework and online-safety response frameworks with IT.
  • Redesigned annual conference coverage into a planned video-first model; framework reused after departure.
  • Designed an LMS social-storytelling course for housing affiliates after diagnosing a skills gap.

Quantified proof

  • EHFA: 25M+ impressions and 1M+ interactions from influencer vaccine content; broader visibility 1.4B+.
  • First in-house influencer campaign: 6.3M impressions, 875K video views; ~400% higher organic engagement for some creators.
  • UWHA training: 74 participants (nearly 2X planned), ~90% satisfaction; 20+ orgs submitted content the next month.
  • Flagship conference: ~1,000 attendees over 3 days with VP and Cabinet-level speakers; team of 3.

Independent / Freelance

Digital Marketing Communications Consultant2016 – 2021

Served small-business clients in the U.S., Uruguay and Venezuela. Work ranged from hands-on bilingual content to strategic advisory. Functioned as a small boutique practice, subcontracting designers/developers in Venezuela when projects required websites, logos or specialized design.

Transformation work

  • Developed personas, tone of voice, storytelling frameworks and brand guidelines.
  • Created bilingual English/Spanish catalogs, social content and multichannel guidance.
  • Used consultative problem reframing, recommended a different tactic when it better served the objective.

Quantified proof

  • Clients included a U.S. jewelry artist, a waxing spa in Florida and a beauty business in Uruguay.
  • No reliable performance metrics available; treated as a small boutique practice, not a formal agency.

Premiere Soluciones Integrales

Corporate Communications ManagerFeb 2016 – Mar 2017

Corporate communications arm supporting three business units in a Valencia, Venezuela healthcare/distribution ecosystem (B2B medical supplies, logistics, future B2C retail). No formal communications department existed; two designers mainly handled packaging. Built the first communications function and hired two team members.

Transformation work

  • Created internal newsletter and corporate magazine to improve communication across three business units.
  • Supported audience/market research and materials for Red Vital's B2B-to-B2C expansion, including benchmarking in Colombia.
  • Delivered effective-communications sessions for leadership to address recurring internal communication issues.

Quantified proof

  • Improved integration and information flow across business units.
  • Short tenure and organizational turnover mean these structures are not claimed as durable long-term systems.

Empresas Polar

Strategic Communications AnalystApr – Dec 2015

Selected directly by the hiring manager for a temporary strategic communications need. Supported communications across a 12-state central-western region (focus on Lara, Portuguesa, Yaracuy) across the Cervecería Polar, Pepsi-Cola Venezuela and Alimentos Polar business units and the foundation ecosystem.

Transformation work

  • Media monitoring and coverage measurement; radio/media tours for brand managers; events and press support.
  • Built local trust networks so incidents were documented and escalated rapidly to Caracas headquarters.
  • Worked cross-functionally with HR and local leaders on crisis protocols during government inspections.

Quantified proof

  • Used media judgment and a trusted journalist relationship to stop an interview that could have jeopardized an incoming corn shipment.
  • Remained at a distribution center until ~1 a.m. documenting an inspection in real time.
  • Key learning: disciplined judgment about when to speak and when strategic silence protects reputation and operations.

Diario El Informador / Estampas Larense

Reporter → Business Editor & ReporterApr 2008 – Aug 2014

Reporter (Zona Libre lifestyle, then Estampas Larense magazine) rising to Business Editor & Reporter. Print-era regional daily: ~45,000 copies Mon–Sat, ~65,000 Sundays; ~225,000 weekday readers. Served as both reporter and editor; worked adjacent to Sales/Marketing as a bridge between commercial priorities and editorial integrity.

Transformation work

  • Created stronger QA/process standards, including brand-accuracy controls between editorial copy, imagery and design.
  • Led a visual/editorial refresh with a designer; approved by leadership and implemented the following week.
  • Owned the annual CSR special edition: themes, assignments, editing and company relationships.

Quantified proof

  • 2013: Orden Eduardo Gómez Tamayo (Fundación Macario Yépez / CNP, Seccional Lara).
  • 2012: Recognition from the Cámara de Comercio del Estado Lara for Economics & Business journalism.
  • Covered marketing, business intelligence, technology, entrepreneurship and CSR; interviewed business owners and leaders.

La Mega 103.3 FM (Unión Radio)

Radio Producer & Co-hostConcurrent with early journalism career

Produced La Colmena (an irreverent music-magazine program for young adults) and Dale Play (the station's first children's program hosted by children) for the Unión Radio national network. Handled research, production, scripts and on-air guidance/co-hosting.

Transformation work

  • Managed live unpredictability, stepping in and improvising when child hosts froze on air.
  • Produced program promos and participated in live remote broadcasts from different locations and events.

Quantified proof

  • 2008: Honorary Mention for bachelor's capstone on language guidelines for communicators within the Unión Radio network.
  • 2007: Recognition from Circuito Unión Radio for performance and contributions to excellence.