Bachelor's Degree in Social Communications

Product Content Strategist/Creative Copywriter

- 15-year all-terrain experience leading onsite and remote creative teams. Allergic to micro-management.

- Design, Creative Writing and Localization experience at Pepsi-NFL, Samsung, Uber Eats, eBay, LPL Financial, Austin FC, Adobe Marketo, Atlassian, ServiceNow, Enterprise Rent-a-car, Abbott Laboratories, Logitech and 8 Circuit Studios.

- Experience in the following fields: Agriculture, Fine Arts, Aviation, Real Estate, Technology, Legal, Ecology, Editorial, Energy, Banking, Army, Music, Tourism.

- Frequently involved in the design of new services and products (from concept to delivery), before jumping into their branding standards and implementing them.

- 10-year experience in market research with commercial, social, and political applications. Data-oriented, insight-chaser.

- 7-year experience developing branding assets (campaigns, annual reports) for the banking industry. Also, 10+ years developing corporate communication initiatives in other highly regulated sectors: government, army, aviation, energy.

- 7-year experience as a product manager and content creator.

- Native Spanish proficiency.

- Extensive formal education in Linguistics, Negotiation, and Commercial Communications (Advertising, PR, etc.). Also, I have a story of self-initiated projects, so pitching and finding common ground are natural traits.

- Content Strategist for the Presidential Campaign Ecuador 2016 (in charge of the Vice-presidency, Constitutional Court, and Ministry of Foreign Trade)

- Used to deal with developers and to make them change their minds when they say ‘it cannot be done’.

- Hands-on experience crafting the voice, tone, and interactions for Ai/voice-activated chatbots with a focus on e-government, technology, and banking.

- UX? Take a look at http://bit.ly/BengalaTravelBe and http://bit.ly/CEC-EPN

https://www.linkedin.com/in/hectorsmartinez/


• Assisted with localization, and recommended copy solutions to reach the LatAm&US-based Spanish speakers better.
• Advised the creative team regarding the content strategy to align the business goals with top-range product language and most importantly target's expectations (gamers, sound engineers, etc.)
• Revised the final versions to make sure they were relevant, on-brand, keyword-rich, precise, consistent, engaging, and reflecting the unique selling propositions for every peripheral: headset, mouse, keyboard, microphone.

• Provided cultural insights to target the Hispanic segments more precisely: History, social behavior, shopping/spending habits.
• Helped to shape the materials that the financial advisors use to support their business activities.
• Assisted with localization, and recommended copy solutions to reach the LatAm&US-based Spanish speakers better.

Creative/Cultural Consultant

Assisted with Advertising localization, and recommended copy solutions to reach the LatAm&US-based Spanish speakers better.

Creative Copywriter

• Performed English-Spanish and Spanish-English metadata translation for the corporate website.
• Translated an English-Spanish and Spanish-English series of advertisements for Google Ads about the company services and its advantages.

Content Strategist/Creative Copywriter

(through Feed Agency)
• Created Spanish and English series of seasonal online advertisements for the main lines of retail products, by following eBay's style concepts and guides.
• Assisted with localization, and recommended copy solutions to reach the LatAm&US-based Spanish speakers better.

• Translated an English-Spanish and Spanish-English series of seasonal print advertisements about the company services and its advantages.
• Assisted with localization, and recommended other copy solutions to reach the US-based Spanish speakers better.

Amazon's IVONA (through Appen)
• Listened to synthesized Alexa's speech and evaluated the distortion, prosody, noise, acronyms/abbreviations, etc. of the chatbot to improve its machine learning capabilities by making amendments to the strategic direction.

Natural Language Consultant

Assisted with website localization and metadata, and recommended copy solutions to reach the LatAm&US-based Spanish speakers better.

• Performed the English to Spanish metadata translation for the corporate website.
• Translated from English to Spanish, a series of advertisements for Google Ads about the company services and its advantages.
• Crafted a series of advertisements for Google Ads for promoting the company services.

• Contributed to improving the project management by reorganizing the strategic direction and the workflow for content development.
• Developed Spanish copy for Bixby, Samsung's virtual and multilingual assistant (aka chatbot), based on artificial intelligence.
• Created a customized taxonomy to ensure an organized vertical system based on hierarchical relations, later updated according to the user's contribution (folksonomy).
• Implemented the content strategy for customizing the Bixby persona, with the millennials as the primary focus.
• Provided new localization solutions to fit the natural language better, by following and improving the User's style guides.
• Detected the linguistic vacuums that naturally appear when it comes to syncing such different languages like Korean, English, and Spanish.
• Crafted both natural and technical responses in an Agile environment for a persona that is a pleasant mix of clear instructions and warm character.
• Started a glossary system for addressing grammar and tone: localizations considering the multicultural US Hispanic target, greetings, interjections, curse words, do's and don'ts, length of the sentences.
• Ensured the simplicity of the interfaces designed for the online transactions and the integration with the intelligent home automation control systems.
• Proofread the final copy delivery before implementation into the real UX/UI.
• Published clear instructions and released informational pieces for the users to achieve their goals according to the personas they belong to: Hispanic millennials.
• Designed a new interface following the Use-Centered Design principles for the tool that SDL and Samsung were using for exchanging the translation and localization files, addressing and solving the main technical and content strategy issues during the project.

Chatbot Content Strategist/Creative Copywriter

SignKing, Viva Chicken, WrapRite
• Oversaw their projects when it came to deadlines, daily operations, interaction with external vendors.
• Branding, Design and Advertising Advisory to reshape the visual appearance.
• Developed communications concept to attract renewed attention to new services.
• Defined and refined the tone voice and style for the written message, and the 'look and feel' for graphics, photography, and video for social media.
• Deployed the initial phase of scheduled content on social media: case studies, branded content (stories, infographics).

SOFTWARES&WEB APPS
Design
• Adobe Photoshop
• Adobe Photoshop Lightroom
• Adobe Acrobat PRO
• Adobe Illustrator
• Adobe Indesign
• Google Nik Collection

Brand/UX Designer

January 2107 Pepsi-NFL
• Developed packaging solutions for the 16oz Pepsi Limited Edition Can, 51th Superbowl.

Packaging Designer

• Managed the creative team (creatively and also operationally), ensuring the final delivery in a timely manner, setting up new quality standards.
• Developed the communication concept for the campaign A Bond to the Future, oriented to create awareness among the Charlotte population about the new 500MM-investment-plan in the Queen City.
• Designed the content strategy for incremental data distribution across the online and offline media.
• Crafted (art and copy) the different informational pieces: printed, merchandising, environmental ads.
• Defined and refined the tone voice and style for the written message, and the 'look and feel' for graphics, photography, and video.
• Deployed the initial phase of scheduled content: case studies, branded content (stories, infographics).

SOFTWARES&WEB APPS
Design
• Adobe Photoshop
• Adobe Photoshop Lightroom
• Adobe Acrobat PRO
• Adobe Illustrator
• Adobe Indesign
• Google Nik Collection
Ofimatic
• Microsoft Office (Word, PowerPoint, Outlook)
Social Media Management (Publishing, Monitoring, and Reporting)
• Facebook
• Twitter

Assistant Creative Director

• Organized the whole project and disposed of the necessary resources to achieve the client's goals: editorial calendar, people, duties, budget.
• Planned the content strategy for a mobile microsite system to independently boost the main collaboration areas with associated commercial countries under a User-Centered Design.
• Designed the information structure, art-directed the visual appeal, and produced the initial content release with its personas, editorial guides, and user journeys.
• Crafted (art and copy) the different informational pieces: printed, merchandising, environmental ads.
• Created a customized taxonomy to ensure an organized vertical system based on hierarchical relations, later updated according to the user's contribution (folksonomy).
• Defined and refined the tone voice and style for the written message, and the 'look and feel' for graphics, photography, and video on social media, and third-party digital property media.
• Performed the initial phase of scheduled content: case studies, branded content (stories, infographics).
• Deployed the transaction "request" system under the highest security standards to fulfill the compliance requirements of the leading international commerce organizations. This is an algorithmic interface that evaluates the incoming biddings with a deep filtered system: price, quantity, schedule, frequency, financial guarantees.
• Published clear instructions for the users to achieve their goals according to the personas they belong to: financial/political advisors, traders, regulation agencies.
• Social Media Optimization (SMO) on Facebook and Twitter for the essential social accounts (Minister and Ministry).
• Live social media coverage in several international events associated with negotiations with Russia, European Union.
• Live social media coverage in a national event commemorating the anniversary of the most important political movement (Alianza País) currently ruling the country.
• Monitored and moderated user feedback to gain the necessary insights and address the most critical concerns.
• Designed the report structure for C-level executives.

SOFTWARES&WEB APPS
Design
• Adobe Photoshop
• Adobe Photoshop Lightroom
• Adobe Illustrator
• Google Nik Collection
Social Media Management (Publishing, Monitoring, and Reporting)
• Facebook
• Twitter
• Linkedin
• Instagram
• Tweetdeck
• Buffer
• Hootsuite
• Social Bakers
• FanPage Karma

Content Strategist

• Co-guided the UX process: research, analysis, strategy, design, deployment, feedback.
• Designed VUIs and other interactions (UX and writing) for an international B2B banking and government system.
• Crafted both conversational and technical responses in an Agile environment. Also, generated the main microcopy, and folksonomies.
• Started a glossary system concerning grammar and tone: localizations considering the multicultural Latin American targets: greetings, interjections, course words, do's and don'ts, character constraints.
• Ensured the simplicity of the interfaces designed for the online transactions: payments and the integration with the preexisting accounting systems.
• Lead the proofreading of the final copy delivery before its implementation into the real UX/UI.
• Published clear instructions and released informational pieces for the users to achieve their goals according to the personas they belong to: bankers, brokers, auditors, appraisers, advisors.

Chatbot Creative Director/Content Strategist/Creative Copywriter

• Organized the whole project and disposed of the necessary resources to achieve the client's goals: editorial calendar, people, duties, budget.
• Designed the content strategy for the mobile apps (iOS/Android) and web, as well as the content management system for publishing the catalog of small business of all the regions across the country.
• Led the content curation for web and social media.
• Art-directed the visual appeal, and produced the initial content release with its personas, editorial guides, and user journeys.
• Delivered the promotional strategy for the onboarding of the small business.
• Crafted the how-to and Q&A pages to guarantee and assist the user with the payment process.
• Created a customized taxonomy to ensure an organized vertical system based on hierarchical relations, later updated according to the user's contribution (folksonomy).
• Published clear instructions for the users to achieve their goals according to the personas they belong to: travelers, small business owners, government controllers.
• Generated tourism-related content about places, food, custom, religion, Nature, for specific targets.
• Social Media Optimization (SMO) on Facebook and Twitter to distribute precisely targeted information among online communities.
• Crafted (art and copy) the different informational pieces: printed, merchandising, environmental ads.
• Defined and refined the tone voice and style for the written message, and the 'look and feel' for graphics, photography, and video on social media, and third-party digital property media.
• Deployed the initial phase of scheduled content: case studies, branded content (stories, infographics).

Ofimatic
• Microsoft Office (Word, PowerPoint, Excel, Outlook)
Social Media Management (Publishing, Monitoring, and Reporting)
• Facebook
• Twitter
• Linkedin
• Instagram
• Tweetdeck
• Buffer
• Hootsuite
• Social Bakers
• FanPage Karma

User Experience Designer (UI/UX)/Content Strategist

October 2015-January 2016 Center for Continuing Education at National Polytechnic School www.cec-epn.edu.ec
• Organized the whole project and disposed of the necessary resources to achieve the client's goals: deadlines, people, duties, budget, partial, and final deliveries.
• Conducted user research on informational, communicational and e-commerce user's specifications, and standards.
• Developed and pitched an intuitive wireframe (new web search and navigation system model) for User-Centered Design, considering human factors and based on multiple educational options, and a content strategy that responded to the new e-learning standards.
• Managed the art directors, copywriters, photographers, and developers to deliver the user interfaces for a fully functional brand-new large-scale web portal according to client's technical conditions/expectations, HCI, and usability testing, in an Agile environment.
• Presented the final result in a very diplomatic way to different areas involved in the project, each one of them with different interests and points of view about what to do and how to achieve it.
• Supervised the look-and-feel, and informational structure across the most popular internet browsers and desktop/mobile devices.
• Adapted the UX experience to specifically increase the responsiveness of every information module without compromising speed or data visibility on mobile devices.
• Crafted an editorial and advertising policy for attracting, acquiring, and onboarding new users, as well as reorienting the existing ones.
• Created a customized taxonomy to ensure an organized vertical system based on hierarchical relations, later updated according to the user's contribution (folksonomy).
• Published clear instructions and released informational pieces for the users to achieve their goals according to the personas they belong to: college students, professionals, retired persons.
• Crafted (art and copy) the different informational pieces: printed, merchandising, environmental ads.
• Defined and refined the tone voice and style for the written message, and the 'look and feel' for graphics, photography, and video on social media, and third-party digital property media.
• Deployed the initial phase of scheduled content: case studies, branded content (stories, infographics).
• Designed an entirely new registration, transaction, and payment platform that offers step-by-step instructions to assist the user journey from the landing pages to the billing process interfaces through a handy how-to and one-direction guide.
• Delivered an independent forum as the complement for the Q&A section,
• Enhanced the user experience after user testing and recommended the parameters for future evaluation.

SOFTWARES&WEB APPS
Design
• Adobe Acrobat PRO
• Adobe Illustrator
• Invision
• Sketch
Ofimatic
• Microsoft Office (Word, PowerPoint, Excel, Outlook)

Content Strategist

• Organized the whole project and disposed of the necessary resources to achieve the client's goals: editorial calendar, people, duties, budget.
• Smoothed and adapted the usual political speech to change the perception and raise the engagement among the younger generation and other vital targets: women, indigenous people, LGBT.
• Live social media coverage in several national and international events to generate a state of opinion about specific matters such as democracy, freedom, human rights, economic development.
• Social Media Optimization (SMO) on Facebook and Twitter to reinforce her online appeal to get her elected a member of the Constitutional Court of Ecuador.
• Led the content curation for social media.
• Deployed a short and intense ad-content campaign based on pop culture references for generating awareness towards the election day and its results.
• Monitored and moderated user feedback.

SOFTWARES&WEB APPS
Design
• Adobe Photoshop
• Adobe Photoshop Lightroom
• Adobe Illustrator
• Google Nik Collection
Social Media Management (Publishing, Monitoring, and Reporting)
• Facebook
• Twitter
• Linkedin
• Instagram
• Tweetdeck
• Buffer
• Hootsuite
• Social Bakers
• FanPage Karma

Roxana Silva, Constitutional Judge of Ecuador

in a small branding agency I owned. Responsible for managing 2 copywriters, 6 graphic designers/illustrators, 2 industrial designers, 1 photographer, 1 lawyer.
Duties
• Responsible for attracting, recruiting, and retaining creative talent, as well as mentoring them on improving their skills and developing new ones.
• Project Manager, Brand and Content Strategist, Creative Director, Creative Copywriter, Event Planner and Printing Producer for all the projects.
• Graphic Design, 3D Modelling and Photography supervision for all the projects.

Clients and Projects

CEO-Founder and General Project Manager

Roles: Brand Strategy, Content Strategy, Informational Architecture, Interaction Design, User Experience (UI/UX), Wireframes, Creative Copywriting, Sales Management, Design, Photography, Translation, Responsive Design (mobile)
Target: 18-40 years old, Northern Europe (Belgium, Norway, Denmark, Netherland, Finland, Switzerland), medium-high annual income > EUR 50K
• Organized the whole project and disposed of the necessary resources to achieve the company's goals: deadlines, people, budget, partial deliveries.
• Conducted research about the state of the art in private tourism: lodging, food, transportations, nightlife, tours. Focused on client demographics, preferences, medium daily spending, service black points.
• Built an end-to-end business model with people's roles, operations, timetables, costs, phases, Return on Investment, money route.
• Pitched to several potential investors and chose the appropriate one who actually met the project needs to increase the business value.
• Gathered a team of skilled professionals from different areas: Programming, Design, Copywriting, Photography, Sales, Information Architecture.
• Wrote a flexible business rules system, and applied design thinking to facilitate user onboarding.
• Designed the information structure, art-directed the visual appeal, and produced the initial content release with its personas, editorial guides, and user journeys.
• Crafted the content strategy to produce the branded content published on the journalistic microsite associated with the platform.
• Led the content curation for web and social media.
• Ideated an internal directory of User-generated content to create and nurture a community of travelers interested in the Caribbean islands.
• Published clear instructions and released informational pieces for the users to achieve their goals according to the personas they belong to: travelers, small business owners, government controllers.
• Adapted the UX experience to specifically increase the responsiveness of every information module without compromising speed or data visibility on mobile devices.
• Developed and launched a large-scale website version 1.0 alongside an online advertising campaign to start escalating in the page rank in an Agile environment and a low-speed connectivity context.
• Deployed the payment system under the highest security standards to fulfill the compliance requirements of the most recognized international e-payment services.
• Executed a face-to-face sales strategy to reach the business owners (providers) and bring them into the operation basics.
• Crafted (art and copy) the different informational pieces: printed, merchandising, environmental ads.
• Created a customized taxonomy to ensure an organized vertical system based on hierarchical relations, later updated according to the user's contribution (folksonomy).
• Defined and refined the tone voice and style for the written message, and the 'look and feel' for graphics, photography, and video on social media, and third-party digital property media.
• Deployed the initial phase of scheduled content: case studies, branded content (stories, infographics).

SOFTWARES&WEB APPS
Design
• Adobe Photoshop
• Adobe Photoshop Lightroom
• Adobe Acrobat PRO
• Adobe Illustrator
• Adobe Indesign
• Google Nik Collection
Ofimatic
• Microsoft Office (Word, PowerPoint, Excel, Outlook)
Social Media Management (Publishing, Monitoring, and Reporting)
• Facebook
• Twitter
• Linkedin
• Instagram
• Tweetdeck
• Buffer
• Hootsuite
• Social Bakers
• FanPage Karma

October 2013-January 2015 TrendWatching (trend observatory), London, England http://trendwatching.com
Creative Spanish Translator, Assistant Content Strategist, Copywriter, and Proofreader
• Translated top-notch curated content about marketing and innovation trends, keeping the original freshness and adapting neologisms as much as possible to Latin Spanish variations.
• Assisted the editorial process for curating content and determine the extension, order, depth, frequency, and possible versions for every published insight in the Latin American region.
• Helped to refine the tone voice and style for the written message, and the 'look and feel' for graphics, photography, and video on social media, and third-party digital property media.

SOFTWARES&WEB APPS
CMS
• Wordpress

Creative Spanish Translator, Assistant Content Strategist, Copywriter, and Proofreader

flag-carrier
• Organized the whole project and disposed of the necessary resources to achieve the client's goals: deadlines, people, budget, partial deliveries.
• Conducted a marketing and communications research about internal image.
• Crafted a Manual of Communications to set communications protocols according to the company's brand core values and policies: Sales, Public Relations, Marketing, Design, Customer Service, Advertising.
• Improved the Frequent Flyer Program. It raised from 220 to 6100 within the first year.
• Launched an internal advertising campaign to celebrate Cuban flag carrier's 85th anniversary.
• Conducted a web evaluation to convert 496K annual online visitors into potential clients.
• Delivered a comprehensive report for C-level executives and specialists to recommend content strategy, possible models for information structure, look-and-feel suggestions as well as descriptions and general behaviors for personas, editorial guides, user journeys, and development guidelines to be executed in an Agile environment.
• Designed a new model for the payment runway to eliminate redundancies and dead ends.

SOFTWARES&WEB APPS
Design
• Adobe Photoshop
• Adobe Acrobat PRO
• Adobe Illustrator
Ofimatic
• Microsoft Office (Word, PowerPoint, Excel, Outlook)
• Statistical Package for Social Sciences (SPSS)


SOFTWARES&WEB APPS/Expertise
Design
Adobe Photoshop CC - Basic
Adobe Photoshop Lightroom CC - Basic
Adobe Acrobat PRO - Basic
Adobe Illustrator - Basic
Adobe Indesign CC - Basic
Google Nik Collection - Medium
Ofimatic
Microsoft Office 2016 (Word, PowerPoint, Outlook) - Medium
CMS
Wordpress - Basic
Social Media Management (Publishing, Monitoring, and Reporting)
Facebook - Medium
Twitter - Medium
Linkedin - Medium
Instagram - Medium
Tweetdeck - Medium
Buffer - Medium
Hootsuite - Medium
Social Bakers - Medium
FanPage Karma - Medium

Creative Director/Content Strategist

• Organized the whole project and disposed of the necessary resources to achieve the client's goals: deadlines, people, budget, partial deliveries.
• Established an editorial line for art exhibitions, organized by topic and hierarchy according to the artist or curatorship.
• Designed the information structure, art-directed the visual appeal, and produced the initial content release with its personas, editorial guides, and user journeys.
• Crafted the content strategy to produce the branded content published on the internal journalistic microsite associated with the platform.
• Created a customized taxonomy to ensure an organized vertical system based on hierarchical relations, later updated according to the user's contribution (folksonomy).
• Managed the art directors, copywriters, photographers, and developers to deliver the user interfaces for a fully functional brand-new large-scale web portal according to client's technical conditions/expectations, HCI, and usability testing, in an Agile environment.
• Published clear instructions and released informational pieces for the users to achieve their goals according to the personas they belong to: travelers, curators, government controllers, artists, art marchands/dealers, gallery owners.
• Deployed the transaction "request" system under the highest security standards to fulfill the compliance requirements of the leading international commerce organizations. This is an algorithmic interface that evaluates the incoming biddings with a deep filtered system: price, aspiring buyer, financial guarantees, future access to the sold artwork.
• Launched a new website for generating online buzz around the tours inside the museum. After that, Tripadvisor started to include the Museum in its Top 5 Recommendations to visit in Cuba).
• Defined and refined the tone voice and style for the written message, and the 'look and feel' for graphics, photography, and video on social media, and third-party digital property media.
• Deployed the initial phase of scheduled content: case studies, branded content (stories, infographics).

SOFTWARES&WEB APPS
Design
• Adobe Photoshop
• Adobe Acrobat PRO
• Adobe Illustrator
• Adobe Indesign
Ofimatic
• Microsoft Office (Word, PowerPoint, Outlook)
Social Media Management (Publishing, Monitoring, and Reporting)
• Facebook
• Twitter

Creative Director/User Experience Designer

• Organized the whole project and disposed of the necessary resources to achieve the client's goals: deadlines, people, budget, partial deliveries.
• Conducted a marketing advisory for boosting the new credit lines, for both personal and small business.
• Launched an advertising campaign for generating awareness about credit convenience (Target ˜ 3 million people)
• Developed a new editorial line of internal publications for top-tier staff, business stakeholders and most influential clients: Annual Report for National Bank of Cuba, among others.
• Crafted (art and copy) the different informational pieces: printed, merchandising, environmental ads.
• Defined and refined the tone voice and style for the written message, and the 'look and feel' for graphics, photography, and video on printed/outdoor media and tv.
• Deployed the whole campaign of scheduled content: case studies, branded content (stories, infographics).

SOFTWARES
Design
• Adobe Photoshop
• Adobe Acrobat PRO
• Adobe Illustrator
Ofimatic
• Microsoft Office (Word, PowerPoint, Outlook)

• Organized the whole project and disposed of the necessary resources to achieve the client's goals: deadlines, people, budget, partial deliveries.
• Lead the rebranding project in a monopolistic company with 50K workers and 350 workplaces. It included the Brand Manual and the Manuals for Technical Operations.
• Developed a national advertising campaign Focus your energy, centered on power saving (Target: National Population ˜ 12 million people).

SOFTWARES
Design
• Adobe Photoshop
• Adobe Acrobat PRO
• Adobe Illustrator
Ofimatic
• Microsoft Office (Word, PowerPoint, Outlook)

Creative Director

Find out detailed information about Hector Sanchez, Product Content Strategist/Creative Copywriter 

Hector Sanchez: Product Content Strategist/Creative Copywriter

Hector Sanchez

Logitech

LPL Financial

Austin FC (Major League Soccer)

Adobe Marketo

eBay

Enterprise Rent-A-Car

ALEXA (Spanish)

Enterprise Rent-A-Car

Enterprise Rent-A-Car

Enterprise Rent-A-Car

ServiceNow

SAMSUNG ELECTRONICS, INC. & SDL, PLC

Adams Auto Group, Theory House

Pepsi-NFL

AC&M Group/Charlotte City Hall

Ezone

CONFIDENTIAL CLIENT

Ezone

Ezone

Ezone

Baus Creativos

Bengala Travel

SOFTWARES&WEB APPS

Cubana de Aviación

National Museum of Fine Arts

People's Bank of Savings

Ministry of Energy

UNIVERSITY OF HAVANA