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Hi, I'm Carmen
SHAPING BRAND PERCEPTION, THROUGH STRATEGY & CREATIVE LEADERSHIP ACROSS BRAND & CAMPAIGN
60%
Pitch win rate across proposals
20+
Brands across campaign and content
4-8x
Target KPI across brand & campaigns
5 Industries
Lifestyle, Beauty, Healthcare, FMCG, B2B SaaS
SELECTED COLLABORATIONS
Pharma to consumer · Brand platform · Naming · Campaign · Digital
O'CERA
Full brand strategy with creative direction and digital platform
Healthcare Campaign · Art Direction · animation · Socials and Performance
ROCHE
55K+ views · Full concept-to-motion ownership
Cultural insight · AR experience · Microsite · Bilingual UX · Social
KOSÉ
150% ROI · 40% CPC improvement · 57% CPM improvement
Cultural campaign · Gamification · UI/UX · Performance marketing
ELLGY PLUS
1.8x festive revenue · 57% conversion improvement · 103% revenue YoY
THE APPROACH
Great creative work is usually lost somewhere between the strategy and what actually gets made. I stay across the full process, from brand and campaign positioning through to creative execution and motion, so the thinking that goes in is the thinking that comes out. On both sides of the process, one person is accountable for the result.