Challenge
Across multiple roles, I was responsible for crafting and optimizing email and newsletter content that would resonate with U.S. Hispanic and Latin American audiences. Each brand faced the same core challenge: how to reach multicultural consumers through inbox content that felt personalized, culturally authentic, and actionable—without sounding generic or overly transactional.
Approach
Editorial Planning
At MXM / Meredith, I developed and managed editorial calendars for ongoing Hispanic-focused email programs tied to lifestyle and food content. Each campaign was timed around cultural moments, holidays, and audience behaviors to maximize relevance and timing.
At MXM / Meredith, I developed and managed editorial calendars for ongoing Hispanic-focused email programs tied to lifestyle and food content. Each campaign was timed around cultural moments, holidays, and audience behaviors to maximize relevance and timing.
Content Creation
Across all roles, I wrote bilingual or Spanish-first emails that were clear, engaging, and action-oriented. Whether driving traffic to a recipe feature or promoting new tech content on About.com, the writing was grounded in an understanding of tone, rhythm, and voice that felt native to the audience.
Across all roles, I wrote bilingual or Spanish-first emails that were clear, engaging, and action-oriented. Whether driving traffic to a recipe feature or promoting new tech content on About.com, the writing was grounded in an understanding of tone, rhythm, and voice that felt native to the audience.
Audience Segmentation
At Time Warner Cable, I helped define and implement segmentation strategies for Hispanic customer groups, ensuring the right message reached the right inbox. This included customizing copy for different geographies and service tiers while maintaining a consistent brand voice.
At Time Warner Cable, I helped define and implement segmentation strategies for Hispanic customer groups, ensuring the right message reached the right inbox. This included customizing copy for different geographies and service tiers while maintaining a consistent brand voice.
Performance Optimization
I regularly analyzed performance metrics like open rates, CTRs, and engagement heatmaps. These insights informed iterative improvements—from tweaking subject lines to reordering content modules based on what readers clicked.
I regularly analyzed performance metrics like open rates, CTRs, and engagement heatmaps. These insights informed iterative improvements—from tweaking subject lines to reordering content modules based on what readers clicked.
Visual & UX Collaboration
I worked closely with designers and developers to ensure visual layouts supported scannability and reinforced message hierarchy. My editorial instincts helped streamline messaging, reducing visual clutter and enhancing clarity.
I worked closely with designers and developers to ensure visual layouts supported scannability and reinforced message hierarchy. My editorial instincts helped streamline messaging, reducing visual clutter and enhancing clarity.
Key Projects & Contributions
Recipe & Lifestyle Newsletters (MXM):
Crafted culturally relevant, story-driven newsletters that celebrated food traditions and everyday lifestyle inspiration for Hispanic readers.
Crafted culturally relevant, story-driven newsletters that celebrated food traditions and everyday lifestyle inspiration for Hispanic readers.
Onboarding & Promotional Emails (Time Warner Cable):
Created clear, persuasive content for digital campaigns promoting Spanish-language service bundles, upgrades, and customer support.
Created clear, persuasive content for digital campaigns promoting Spanish-language service bundles, upgrades, and customer support.
Tech Education Series (About.com):
Wrote informative emails introducing Spanish-speaking readers to new mobile apps and social platforms, encouraging site visits through SEO-optimized headlines and teaser text.
Wrote informative emails introducing Spanish-speaking readers to new mobile apps and social platforms, encouraging site visits through SEO-optimized headlines and teaser text.
Impact
Increased engagement metrics (open and click-through rates) by aligning message tone and timing with cultural context.
Contributed to repeat engagement and content discovery by building trust through consistency and editorial relevance.
Strengthened brand perception among Hispanic audiences through culturally fluent communication that felt tailored and respectful.