Portfolio

Tri-Fold Brochure

This institutional brochure for Corferias, the International Center for Exhibitions and Events in Bogotá, D.C., Colombia, was developed as part of my Visual Design coursework. The piece applied core design principles, especially visual hierarchy, to present information in a clear and structured way. It also integrated Corferias’ corporate colors with section-based tones to strengthen organization and visual consistency. The final result was a polished communication piece aligned with the brand’s identity.

Digital marketing plan

Built a digital marketing plan for Intelligence Defense, a fictional AI-powered cybersecurity company.
Defined a clear strategy for audience engagement across social media, the website, and the blog.
Established the brand’s direction through audience focus, content priorities, key metrics, budget, and evaluation methods.
Developed a target market centered on cybersecurity and technology decision-makers, then refined it through campaign performance insights.
Executed the plan in a multi-week campaign and improved content decisions based on results.
Applied the style guide to maintain a consistent and credible brand presence.

Digital Presence

Style Guide

Target Persona

Digital marketing Campaign

Content Calendar

Developed a digital marketing plan for Intelligence Defense, a fictional AI-powered cybersecurity company, to build a credible and consistent digital presence.
Established a clear strategy for reaching and engaging the target audience across social media, the website, and the blog.
Defined the brand’s marketing direction through audience focus, content priorities, key metrics, budget, and evaluation methods.
Executed the plan through a multi-week campaign and strengthened content decisions through performance-based adjustments.

Social Platforms

Blog post

Built an SEO-aware travel article on BuzzFeed Community titled “Colors That Move: Exploring Fall in Wisconsin’s Scenic Landscapes,” targeting readers seeking peaceful weekend trips and road adventures in Wisconsin.
Used an inverted-pyramid structure to improve scanability and retention, leading with the main value proposition and supporting it with clear, easy-to-follow destination highlights.
Applied content strategy and audience targeting by curating multiple Wisconsin locations and translating them into practical takeaways that match search intent and reader needs.
Strengthened credibility and trust through reliable sourcing and accurate attribution, reinforcing content authority and reader confidence.
Included a clear call to action designed to drive engagement and sharing, showing the ability to connect storytelling with measurable content goals.

SEO Focused Storytelling Built for Engagement

Blog Post

SOCIAL MEDIA & SOCIAL MEDIA OWNERSHIP CONTRACTs

Altoona Public Library (APL)

Developed a clear policy to guide how employees, board members, volunteers, and representatives communicate online when speaking on behalf of APL.
Established standards to protect public trust and reduce the risk of brand damage caused by avoidable social media incidents
Prioritized patron privacy by outlining what information must never be shared, including identifiable patron details and private communications.
Included practical guidance to prevent escalation and support compliance with key requirements related to accessibility, minors’ data protection, and responsible public communication.

Created a legally grounded contract to confirm APL’s ownership of all current and future digital assets, including social media accounts and related content.
Defined control and accountability for access, credentials, and digital properties to ensure continuity and prevent ownership disputes.
Set confidentiality expectations for any associated information, requiring written authorization before sharing anything outside APL.
Strengthened governance by documenting official accounts and clarifying that digital materials and platform access remain under library control.

TourHero Consulting to improve the performance of published itineraries

Co-developed a consulting project for TourHero, focused on improving the performance and bookings of its published wellness itineraries.
Designed a post-trip email nurturing flow to increase retention and support repeat bookings through segmentation and timed follow-ups.
Created a monthly media flow calendar to organize content planning, campaigns, blog posts, production sessions, and performance reviews.
Connected execution across key tools and channels, including HubSpot, Instagram, Facebook, and a structured tracking workflow.
Strengthened the project’s focus on growth and measurement by linking content, CRM actions, and reporting to practical outcomes.
Developed a competitive benchmark (Tourradar, Evaneos, Tourlane, WeTravel) using channel and reputation signals to identify positioning gaps.
Diagnosed the core constraint as a demand and conversion issue, with bookings overly dependent on the organizer’s Instagram community size and a key threshold of 6+ bookings per itinerary.
Mapped lead generation inputs across the funnel, including LinkedIn Sales Navigator, Instagram prospecting, and referrals, to clarify lead quality opportunities.

Executive Summary

Content Calendar

Nurturing Strategy Work Flow

Publication

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