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I’m a creative and strategic communicator with over 14 years’ experience leading impactful communications across sustainability-focused sectors. I have extensive experience in sustainability, particularly in agricultural supply chains such as coffee, cocoa, sugarcane, and textiles. I have a strong track record of translating complex topics like human rights, biodiversity, and regenerative agriculture into compelling content that resonates with diverse audiences. My background includes leading international communications teams for organisations like Bonsucro, Twin, and Liberation Foods. I have been working on freelance projects since September 2024. I’ve developed and implemented audience-led communication strategies, produced high-quality reports, blogs, and newsletters, and grown digital engagement across LinkedIn, websites, and email campaigns. As a freelancer, I’ve supported clients across sectors, from human rights and sustainable fashion to real estate and agricultural recycling, delivering newsletter redesigns, SEO-informed blogs, and social media growth. I work independently with initiative, empathy, and clarity, and bring a deep commitment to environmental and social impact. I'm British and am based in Mexico. I’m seeking meaningful freelance opportunities with purpose-driven organisations. If you need support with content production, communications strategy, editing, or stakeholder engagement, I’d love to hear from you.

ABOUT ME I am a Communications professional with 11+ years of experience helping startups and global companies such as Andritz and Experian achieve visibility and grow through PR strategies, content creation online and executive visibility on LinkedIn. I am used to translate complex information into content that engages customers, employees, investors, and the media. My expertise includes executive ghostwriting for CEOs and founders, LinkedIn thought leadership, blog articles (SEO/AEO), newsletters, website copy, eBooks, press releases, media relations, internal communications, employer branding, and strategic content planning. Whether you need a single piece of content or an end-to-end communications strategy, I focus on creating content that is authentic, commercially relevant, and aligned with your business goals. I am reliable, organised, communicative, and comfortable managing projects independently for any time zone and seniority level. I am based in London and work flexibly from home, meaning I'm available for both short and long-term collaborations. REGARDING MY UPWORK PROFILE I'm new to Upwork, which is why I'm currently building my profile here. To do that, I'm offering my services at a competitive rate while delivering the same level of quality I've provided to startups and multinational organisations. KEY ACHIEVEMENTS: • Generated £5M+ in earned media value within one year for a startup (Yattó) through strategic PR and media relations. • Ghostwrote LinkedIn thought leadership for founders at Yattó, generating 900K+ views, 30+ speaking invitations, and supporting a R$5M investment raise. • Secured media coverage across Tier 1 and Tier 2 publications for startups in sustainability, fintech, and technology (Yattó, Mambo Wi-Fi & Barte). • Built content strategies across blogs, newsletters, social media, and SEO that increased audience growth by 40% and contributed to a 20% increase in sales conversions at Mambo Wi-Fi • Helped grow ANDRITZ's LinkedIn audience from 50K to 70K through organic content and employer branding, increasing talent attraction by 60%.

I’m a senior marketing strategist with over 12 years’ experience helping founders and leadership teams define clear, confident marketing direction before anything gets built or launched. I work at the strategy layer, shaping the thinking that guides teams, budgets, and decisions. What I focus on: ✅ Brand and market positioning ✅ Audience definition and prioritisation ✅ Go-to-market and growth strategy ✅ Messaging frameworks and strategic narrative ✅ Clear marketing direction that teams can actually follow I’ve led and advised on marketing strategy for global brands including Harley-Davidson, Coca-Cola, NIVEA Skincare and DXC Technology Group, as well as SaaS, tech-led and service businesses at various stages of growth. Founders and senior executives often come to me when they feel too deep in the weeds - managing comms teams, reviewing outputs, and making tactical decisions without a clear strategic directive to anchor it all. Once the business direction is defined, I help translate that into a clear marketing north star and a practical roadmap that internal teams or agencies can execute against with confidence. The result is less noise, fewer ad-hoc decisions, and marketing that finally pulls in one direction. If you’re looking for strategic clarity, not someone to run scattergun campaigns, I'd love to chat.

7𝟬 + 𝗯𝗿𝗮𝗻𝗱𝘀 𝘀𝘂𝗽𝗽𝗼𝗿𝘁𝗲𝗱 | 𝟰𝟬𝟬+ 𝗽𝗮𝗴𝗲𝘀 𝘄𝗿𝗶𝘁𝘁𝗲𝗻 | 4𝘅 𝗮𝘃𝗴. 𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗟𝗶𝗳𝘁 | 𝗘𝘅𝗽𝗲𝗿𝘁-𝗩𝗲𝘁𝘁𝗲𝗱 Your website has about 5 seconds to convince your visitor to keep going. If they have to work to understand what you do or why it matters, they will not stay long enough to discover how good you actually are. When that happens, it is rarely a brand or design problem. It is a thinking problem. And when the thinking is thin, no amount of copy or visual polish will save it. This is the gap I work in. I help teams fix the thinking underneath their brand and marketing decisions, before they rush into execution. In practice, that means turning fuzzy ideas into clear positioning, then translating that thinking into strategic assets teams can actually use: websites, landing pages, sales decks, and messaging systems that hold up under pressure. With nearly 15 years of experience as a brand strategist, I have guided more than 60 brands, from billion-dollar organizations to early-stage startups, by tightening the logic first and letting every asset follow from it. 𝗠𝘆 𝗮𝗽𝗽𝗿𝗼𝗮𝗰𝗵 Step 1. Deep discovery -- where I look at buyer judgment, market perception, and internal misalignment to find where your brand is currently losing its way. Step 2. Positioning & your edge -- We identify the specific space that makes you the obvious choice for your ideal client. Step 3. Messaging backbone -- I develop an actionable, ready-to-execute system that is ready to be put in action. Step 4. Execution -- I translate the strategy into high-impact communication. This includes conversion copywriting for landing pages, sales decks that persuade, and website messaging that speaks directly to your audience’s needs. 𝗔 𝗳𝗲𝘄 𝗵𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁𝘀 ‣ 70+ brands guided through high-level positioning and narrative revamps. ‣ 150+ Customer & Stakeholder Interviews to ground strategy in real-world data. ‣ Former CMO experience that allows me to see your brand through a business lens. ‣ 500+ landing pages written that on average 4x conversions — "𝑲𝒂𝒕𝒂𝒓𝒊𝒏𝒂 𝒊𝒔 𝒐𝒏𝒆 𝒐𝒇 𝒕𝒉𝒆 𝒎𝒐𝒔𝒕 𝒑𝒓𝒐𝒇𝒆𝒔𝒔𝒊𝒐𝒏𝒂𝒍 𝒊𝒏𝒅𝒊𝒗𝒊𝒅𝒖𝒂𝒍𝒔 𝑰'𝒗𝒆 𝒘𝒐𝒓𝒌𝒆𝒅 𝒘𝒊𝒕𝒉. 𝑺𝒉𝒆 𝒊𝒔 𝒗𝒆𝒓𝒚 𝒌𝒏𝒐𝒘𝒍𝒆𝒅𝒈𝒂𝒃𝒍𝒆, 𝒓𝒆𝒍𝒊𝒂𝒃𝒍𝒆, 𝒄𝒐𝒏𝒔𝒕𝒓𝒖𝒄𝒕𝒊𝒗𝒆, 𝒂𝒏𝒅 𝒔𝒉𝒂𝒓𝒑 𝒊𝒏 𝒕𝒉𝒆 𝒘𝒂𝒚 𝒔𝒉𝒆 𝒖𝒔𝒆𝒔 𝒉𝒆𝒓 𝒆𝒙𝒑𝒆𝒓𝒕𝒊𝒔𝒆 𝒕𝒐 𝒓𝒂𝒊𝒔𝒆 𝒊𝒎𝒑𝒐𝒓𝒕𝒂𝒏𝒕 𝒒𝒖𝒆𝒔𝒕𝒊𝒐𝒏𝒔 𝒂𝒃𝒐𝒖𝒕 𝒕𝒉𝒆 𝒑𝒓𝒐𝒋𝒆𝒄𝒕𝒔 𝒔𝒉𝒆'𝒔 𝒂𝒔𝒔𝒊𝒈𝒏𝒆𝒅. 𝑺𝒉𝒆 𝒉𝒆𝒍𝒑𝒆𝒅 𝒐𝒖𝒓 𝒄𝒐𝒎𝒑𝒂𝒏𝒚 𝒕𝒐 𝒃𝒖𝒊𝒍𝒅 𝒂 𝒓𝒆𝒂𝒍 𝒇𝒐𝒖𝒏𝒅𝒂𝒕𝒊𝒐𝒏 𝒂𝒔 𝒂 𝒃𝒓𝒂𝒏𝒅 𝒃𝒆𝒚𝒐𝒏𝒅 𝒘𝒉𝒂𝒕 𝒘𝒆 𝒄𝒐𝒖𝒍𝒅 𝒉𝒂𝒗𝒆 𝒆𝒙𝒑𝒆𝒄𝒕𝒆𝒅." - André Borrel, Concentric — 𝗖𝗮𝗹𝗹 𝘁𝗼 𝗮𝗰𝘁𝗶𝗼𝗻 If you’re looking for someone who asks the hard questions first, I’m your person. Drop me a message and let's talk.

10+ years in communications, training, change with global brands such as Mars, GSK, HSBC, CBRE Group, Fox Networks Group, Informa, Cathay Pacific Airways. The transition to freelancing has been an exciting journey where my portfolio now includes startups and SMEs. My curiosity for change and challenge has taken me through Europe and Asia and now South America. I am grateful to have worked with diverse brands and industry-leading organisations to map out employee and customer engagement in times of change and transformation. Specialties: stakeholder engagement, change management, communications, training, strategy and planning, marketing, branding, social media, digital projects, events, HR communications, IT communications. Languages: Native English, Advanced Spanish, Spoken Cantonese

I'm a PR and communications professional with a background in copywriting, content strategy, and campaign development for a range of clients. Writing is where I excel - I turn topics into clear, effective strategy designed to reach and engage the right audience. Over the years, I've managed PR and content for clients across multiple industries, built brand reputation through media relations, and written copy designed to do one thing: convert readers into customers. I help businesses turn words into strategy, sharpening how your brand shows up, speaks, and connects with the audience that actually matters to your growth. Whether it's a blog post built to convert, a content plan designed to build authority, or PR that shapes how your brand is seen, I bring a bilingual (Portuguese/English), audience-first approach to every project. I also work efficiently with modern AI tools to support research and refine content - always paired with independent judgement and a strong sense of what makes writing genuinely land with real people, not just algorithms. If you're looking to grow your brand's visibility, sharpen your voice, or turn your content into something that actually drives results - let's talk.