What I doAs part of the team at Poolside, I lead and produced social content for Spotify’s Viva Latino, bridging strategy, creative, and on-set execution.
Account Management
Leading Viva Latino’s social presence
I lead Viva Latino’s social presence, overseeing day-to-day operations while shaping franchise development, creative direction, and long-term growth strategy.
I manage the content roadmap, streamline cross-functional approvals, and align Spotify’s editorial and marketing teams with agency creatives — ensuring clarity across stakeholders while evolving formats that drive cultural relevance and audience expansion.
Each content initiative is designed to serve both artist and audience objectives. High-reach formats activate engaged fandoms to expand visibility, while educational and discovery-driven storytelling strengthens long-term brand equity.
Together, these efforts create a scalable content ecosystem where performance drives discovery — and discovery sustains long-term cultural impact.
Content Production
Tapped In
Tapped In is a behind-the-scenes content franchise developed to give fans an intimate look into the lives and creative processes of Latin artists, from studio sessions to tour rehearsals to personal moments that rarely make it online.
Through this series, we collaborated with both emerging and global artists including Fuerza Regida, Peso Pluma, Rauw Alejandro, and Bad Bunny, creating multi-format content designed to deepen fan engagement and expand audience reach.
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I led cross-functional coordination across artist teams, creatives, and Spotify stakeholders, supporting end-to-end execution from concept development through field production and launch.
My responsibilities included:
Pre-production planning and creative alignment
On-set production and narrative direction
Stakeholder approvals and brand consistency
Multi-format rollout strategy
I helped build repeatable production systems that ensured scalability while maintaining cultural authenticity and performance standards.
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Tapped In was designed to strengthen fan affinity by positioning artists beyond their releases — highlighting personal routines, creative influences, and behind-the-scenes moments to deepen emotional connection.
The franchise balances a repeatable format with creative flexibility, allowing each episode to feel distinct while maintaining brand consistency and scalable production workflows.
A platform-native rollout strategy prioritized short-form social content for discovery and reach, paired with long-form YouTube and on-platform episodes to drive depth, retention, and sustained fandom growth.
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Audience access drives affinity. By shifting from promotional moments to sustained proximity, Tapped In strengthened long-term fan engagement while positioning Spotify as a culturally embedded platform — not just a distribution channel.
The franchise deepened artist relationships, increased repeat audience interaction, and created a scalable model for ongoing cultural storytelling beyond release cycles.
Campaigns
La Tierra De Música Mexicana
La Tierra De Música Mexicana was a multi-layered Spotify initiative designed to spotlight regional sub-genres while driving deeper audience education and engagement.
The campaign combined artist-led hero content, strategic social rollouts, and live event storytelling to build sustained momentum across platforms. From pre-production through post-launch, cross-functional collaboration ensured narrative clarity, brand alignment, and cohesive execution across touchpoints.
Beyond hero assets, the strategy translated IRL activations into real-time, platform-native storytelling — extending campaign impact beyond physical events and driving multi-format engagement.
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I partnered across Spotify, agency creatives, and artist teams to guide end-to-end execution of artist-led hero content and integrated social rollouts.
My responsibilities included:
Pre-production planning and creative alignment
On-site production leadership and capture prioritization
Translating live activations into scalable digital content
Coordinating stakeholder approvals and rollout execution
This approach ensured campaign consistency while maximizing reach across formats and audience segments.
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The campaign combined hero storytelling, social amplification, and live cultural moments under one cohesive framework. Artist-led videos educated fans on sub-genres, while strategic rollouts and event coverage sustained reach and engagement across highly active fandoms.
Each layer worked together to drive visibility, cultural relevance, and momentum.
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The campaign unified hero storytelling, social amplification, and live cultural moments under a single integrated framework designed to drive sustained audience engagement.
Artist-led hero content introduced and educated fans on sub-genres, while platform-optimized social rollouts and real-time event coverage extended campaign reach beyond launch windows. This layered approach ensured ongoing visibility across highly active fandoms while reinforcing cultural relevance and brand authority.
Each component was designed to work as part of a scalable ecosystem — capturing peak attention during live moments while maintaining consistent momentum across formats and platforms.
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Hero Videos
On-site Content
Real-Time Storytelling
Turning cultural moments into social impact
During large-scale cultural activations — including Casa Spotify at the Latin Grammys (4 consecutive years), BelicoFest (2 years), and multi-market brand events — I help operationalize real-time storytelling frameworks that translate live moments into immediate, platform-ready content.
On-site, I align photo, video, and creative teams around clear capture priorities and distribution strategy. In parallel, I coordinate with artist teams, stakeholders, and partners to streamline approvals and ensure timely publishing while momentum is at its peak.
By bridging creative, talent, and brand stakeholders, I transform live cultural energy into cohesive, social-first content ecosystems — extending impact beyond the physical event and sustaining audience engagement across platforms.