My services
In recent years I have been supporting companies, institutions and projects at a very specific point: when communication stops being just messages and starts to organize decisions, positioning and action.
Strategic communication and positioning
I support organizations, destinations, and agencies when they need to organize their communication from a strategic perspective, not from isolated execution.
I work with communication as a management tool that allows me to define priorities, align discourses, and support decision-making.
My approach starts with a diagnosis of the context, the audiences, the existing messages and the real objectives of the organization or the territory. From there, I help build a clear positioning and a strategic narrative that serves as a framework for all communication actions.
From my experience in communication and tourism, I bring a comprehensive perspective that connects identity, development and market.
The result is more coherent, credible and useful communication, capable of reducing the dispersion of messages and strengthening institutional reputation.
Brand and reputation strategy
I treat the brand as a strategic asset , not as a graphic element.
I support the processes of building, reviewing, and strengthening corporate and territorial brands , with a focus on identity, narrative, institutional coherence, and reputation.
My work includes defining brand positioning, brand architecture, narrative territories and usage criteria, as well as designing governance models that allow the brand to be managed over time and not depend on specific actions or changes in administration.
From my experience with brands, territories, and public and private organizations, I contribute a long-term oriented vision, where the brand serves to organize decisions, align actors, and build trust with key audiences.
Tourism, destinations and development projects
I support tourist destinations and projects in defining strategies that connect tourism, identity, and economic development.
My work is not limited to promotion, but addresses tourism as a tool for territorial development.
I work on diagnostic processes, value proposition definition, tourism positioning, product development and thematic routes , always with a focus on identity, sustainability and territorial coherence.
My background in tourism and my experience in strategic communication allow me to contribute a vision that integrates market, territory and narrative, helping destinations to better communicate what they are and what they offer, in a credible and differentiated way.
Team support and leadership
I work with management, technical and communications teams that need strategic clarity, internal alignment and capacity building.
I support processes of reflection, decision-making, and knowledge transfer, both in organizations and in territories.
I design and facilitate workshops, strategic sessions and training processes in strategic communication, place branding, territorial marketing and applied use of artificial intelligence, adapted to the context and level of each team.
From my experience as a consultant and facilitator, I bring a practical and structured approach, aimed at helping teams gain autonomy, reduce improvisation, and manage communication and branding in a more strategic and sustainable way over time.
Territorial marketing and communications projects
Senior consultant in tourism at Fondo Cultural Cafetero - FNC
August 2024 - present
As part of my work with Fondo Cultural Cafetero, I am involved in the creation of tourism and cultural projects focused on promoting Colombia's coffee heritage and strengthening the identities and brands of the country's coffee-growing regions. Currently, I am developing initiatives such as the rural tourist route for several departments, with the aim of strengthening experiences related to the coffee cultural landscape and regional identity.
Content strategy and customer management on LinkedIn for Gigas Latam
May 2024 - present
As an expert consultant in content and LinkedIn management for Gigas Latam, I specialize in designing and executing digital communication strategies that strengthen the company's presence on this platform. My work includes the creation of relevant and attractive content that highlights Gigas Latam's technological solutions, as well as managing the LinkedIn community to encourage engagement and position the company as a leader in the sector. Through a strategy aligned with business objectives, I contribute to improving brand recognition and generating growth opportunities.
Comprehensive communications management for Latam Investment Banking
November 2023 - present
As a consultant for Latam Investment Banking, I specialize in supporting communication strategies, focusing on content creation and social media management. My work includes developing key messages that highlight the company's initiatives and achievements, managing the digital presence on various platforms, and ensuring that communications are consistent and effective in promoting the brand and its objectives. Through well-structured strategies, I contribute to strengthening Latam Investment Banking's reputation in the market.
Communications strategy Invest in Santa Marta, the Santa Marta Conventions Bureau and Pro Santa Marta.
December 2023 - February 2024
Development of the marketing and communications strategy for the attraction of world-class investments and events to the city of Santa Marta: content, events, public relations, relationship marketing and team management.
Communications strategy for the Destino Santander promotion agency
November 2023 - January 2024.
Development of the communications and branding strategy for the new destination promotion agency for the department of Santander in Colombia. Coordinated work with the Bucaramanga Chamber of Commerce, Invest in Santander and the Santander Conventions Bureau (Visit Santander).
Digital, PR and Events Strategy for Invest in El Salvador
September - December 2023.
Participation in the project to develop a communications strategy for Invest in El Salvador, the new agency created by the government to attract foreign companies to the country. Palladium framework contract, funded by USAID and executed by NationMark.
