What I do

As 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 oversee Viva Latino’s day-to-day social presence while contributing to franchise development and creative direction. I manage the content calendar, facilitate approvals, and align Spotify’s editorial and marketing teams with our agency creatives — balancing operational clarity with strategic input to shape formats and storytelling that support artist moments, cultural relevance, and long-term growth.

Each piece of content is built to serve both audience and artist. Some formats are designed for reach, tapping into highly engaged fandoms to expand visibility. Others are rooted in education, discovery, or cultural storytelling. Together, they create a system where performance fuels discovery and discovery fuels long-term relevance.

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.

  • I support concept development and field production, collaborating with artist teams, creatives, and Spotify stakeholders to shape interview direction and on-set execution. From pre-production planning through shoot day, I help guide narrative flow and ensure content feels authentic, culturally relevant, and aligned with Spotify’s voice.

  • Tapped In humanizes artists beyond their releases, highlighting personal spaces, routines, and influences to build emotional connection. The franchise maintains a consistent structure while allowing each episode to feel distinct.

    A multi-format rollout, short-form social cuts for reach and long-form YouTube and onplatform episodes for depth ensures both performance and sustained fandom growth.

  • Artist access drives fandom. Tapped In strengthens audience connection by shifting from promotion to proximity, positioning Spotify as a cultural insider while deepening long-term engagement with both artists and fans.

Campaigns

La Tierra De Música Mexicana

I contributed to multi-layered Spotify campaigns within Música Mexicana, producing artist-led hero videos that spotlighted sub-genres while educating and engaging fans. From pre-production through post, I collaborated with artist teams, creatives, and stakeholders to ensure narrative clarity and brand alignment.

Campaigns extended beyond hero content to strategic social rollouts and live event coverage. I supported on-site production, guided capture priorities, and helped translate IRL activations into real-time, platform-ready storytelling — building momentum across formats and touchpoints.

  • I supported the development and execution of artist-led hero videos, collaborating across Spotify, Poolside, and artist teams to ensure narrative clarity and brand alignment. From pre-production through live activation, I helped guide storytelling, capture priorities, and social rollout translating IRL moments into platform-ready content.

  • 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.

  • Música Mexicana is one of the fastest-growing genres globally. This campaign positioned Spotify not just as a platform, but as a cultural leader spotlighting both superstars and emerging voices while building long-term credibility with fans and artists alike.

  • Hero Videos

    On-site Content

Real-Time Storytelling

Turning cultural moments into social impact

During live events and activations, I support on-site production by aligning photo and video teams around clear storytelling priorities. Partnering closely with artist teams and stakeholders, I ensure captured moments feel authentic while meeting brand objectives translating live energy into cohesive, social-ready content.

Select Activations

Casa Spotify during Latin Grammys (4 years)

BelicoFest (2 years)

Verano Forever
Additional multi-market artist and cultural activations