My work
Each project here reflects my passion for blending technology, storytelling, and strategy to create meaningful connections with audiences.
From AI-driven content experiments to large-scale social media campaigns and national TV collaborations, these works highlight how creativity and data can work together to inspire, inform, and engage.
Role: Social Media Lead
USA TODAY: Social Strategy Overhaul
Led the redesign of USA TODAY’s social media presence across TikTok, Instagram, and Facebook, implementing trend-based storytelling and data-driven workflows.
Impact:
Increased engagement by 5% on TikTok in three months; introduced efficient internal processes for faster story publishing.
Role: Content Manager (via Russell Tobin)
META (Instagram): AI-Driven Content Strategy
Collaborated with product and engineering teams at Meta to refine creator tools, localize content, and test AI-generated prompts for early-stage features.
Impact:
Helped my team boost Facebook Watch views by 30% and Reels daily active users by 10%.
Role: Director of Editorial Programming
McCLATCHY: Finance Vertical Launch
Launched a finance news vertical that increased daily active users by 60% and improved page views by 10% in six months using SEO-focused strategy. Managed partnerships and content programming.
Impact:
Transformed editorial processes, integrating marketing and social media teams for cohesive brand storytelling.
Role: Senior Video Editor / Host
CNET en Español: YouTube Growth & Localization
Produced bilingual tech content, hosted product reviews, and developed a consistent YouTube format that grew video views by 15% in six months.
Impact:
Won a Telly Award and expanded reach among U.S. Hispanic audiences.
Role: Tech Expert & Contributor
TV Appearances: Univision, Telemundo, CNN en Español
Appeared regularly on national TV to discuss consumer technology and digital trends, simplifying complex topics for Hispanic audiences.
Impact:
Positioned as a go-to expert for tech commentary in Spanish-language media.
Role: Creator & Strategist
YouTube & AI Storytelling
Developed educational and creative content strategies for YouTube using AI tools such as ChatGPT, Runway, Highsfield, Sora and Google Veo 3.1.
Impact:
Expanded reach and engagement through human-centered storytelling powered by technology.
