* Asociación Protectora de Animales de Cuernavaca, A.C. (APAC): -Helped a 50 year old Mexican SPCA to rediscover and realign their objectives, values and identity; found and unified organization's voice among staff, volunteers and stakeholders;
-Led efforts to maximize resources and minimize research costs by finding ways to conduct research that are cheap, not time consuming but that retrieve data to depict a portrait of their audience and competition; conducting very basic usability inventory and testing, using small but significative samples (usually real users of APAC's Social Media channels);
-Developed a customized tone and voice based on organization's primary audience and messages;
-Responsible for the IA, wireframe design and taxonomy of new website, allowing administrators, and contributors to log in and maintain adoptables catalog and information on services up to date, without the need of a graphic designer (former scheme);
-Responsible for building,leading and training specialized work teams of volunteers, such as IT, communications and marketing interns (from local universities) able to redesign and manage APAC's social media channels, and redesign a new and improved website, in exchange for professional experience; this experiment has proven successful as engagement and reach of social media channels have increased by 500% in just 3 months;
-Led efforts to create an online donation process and button in order to increase credit and debit card donation, while offering users other options to contribute to the cause;
-Redefined work flow of adoptions' and donations' processes to adjust to social media and website
demands, providing clients with a broader variety of options to contribute, volunteer and adopt that can be managed by administration staff.
* Independent (Internet): - Worked with different clients to help them redefine their identity, align their image, analyze their objectives, identify and prioritize their audiences, as well as internal processes and team roles in order to find their voice;
-Defined a course of action based on strategic planning and design that will establish a vision for content, including concepts, style, governance and taxonomy, while tackling into information architecture, overseeing usability, defining and tracking success metrics;
-Guided and trained teams and staff to following content roadmaps, project plans, style guide (voice, tone and messaging), and even on customer service;
-Analyzing and aligning business plans, workflows, planning and management; including processes and staff.
-Designing and implementing social media, SEO, and content mix strategies that successfully reaches the target audiences creating conversions.
* Microsoft (Computer Software): -Spanish language homepage editor Bing.com (U.S. Latino Market);
-Editor of PopularNow bar, which required being on top of latest breaking news and trending topics of interest to the intended market, and editorially curating links;
-Editor of MSN Latino Answers, a module focused on breaking news which appeared in search results pages, requiring a strong knowledge and expertise on research and handling news reporting;
-Implemented SEO strategy assuring MSN Answers module would appear top of SERPs;
-Strategic liaison between Bing.com and MSN Latino website and its affiliates regarding content curation, production and transfer, assuring quality while maintaining Bing's voice;
-Monthly metrics reporting and analyzing to discover audience patterns, trends and preferences.
* Amigos805.com (Online Publishing): Co-founder and co-creator of a blog style publication dedicated to serve the need for information of the Latino community in Ventura County that positioned itself as an important communication channel for the local Latino community, while managed and updated by its influencers;
Led efforts to inform local Latino community about breaking news, immigration issues, cultural and entertainment topics of their interest;
Conducted interviews and wrote feature and editorial pieces on distinguished Latino residents and controversial topics;
Created and kept an editorial calendar on everything Latino for the counties of Ventura, Santa Barbara and San Luis Obispo;