I built Toqio's content function from scratch. My role covered every text-driven aspect of the company: Content marketing (website, SEO/SEM, AEO/GEO, blog, socials, owned channels) - Owned end-to-end content strategy and execution, including SEO and keyword strategy based on market and competitor research, shaping site architecture, landing pages, and long-form content. - Doubled organic traffic, reduced bounce rate by ~50%, and increased qualified ABM-driven leads by ~500%. Sales enablement (modular, DIY sales materials to accelerate the funnel) - Created scalable, modular content that salespeople could adapt to specific prospects and use cases. - Reduced evaluation friction and supported faster movement from initial interest to commercial conversations. Founder-led thought leadership (turning founder insights into market narratives) - Worked directly with leadership to translate internal expertise into clear, outward-facing stories. - Positioned insights as market-facing content to support visibility, credibility, and ongoing engagement. Product narrative and UX writing (in-product language, user journeys, documentation) - Took ownership of product language, including user flows, support content, and technical documentation. - Ensured consistency between marketing, product, and support by aligning tone and terminology throughout the user experience. Content operations and systems (structure, governance, scalability) - Built a scalable content system anchored in a Style Guide aligned with the product Design System. - Developed taxonomies, templates, and a central repository as a single source of truth, enabling self-service content creation and reducing production time by ~75% while maintaining consistency.

- Delivered narrative strategy and UX writing for enterprise clients, aligning content design, user empathy, and business goals to create consistent brand voice/storytelling and measurable engagement gains. Clients included BBVA, Ferrovial, Verisure, Adif, the EUIPO, and others. - Established and led the UX writing discipline within BBVA’s corporate banking division. Crafted content and user journeys for Global Net Cash, running A/B tests and iterations that increased app engagement by over one minute. - Directed internal storytelling and language initiatives at Capgemini, from UX narrative strategy in hiring journeys to company-wide English communication programs, improving staff proficiency scores by ~20-30%.

- Created and executed strategic content marketing programs for international packaging leaders, driving lead generation growth of ~50-500%. Clients included WestRock, Huhtamaki, Mondi, Silgan, Gerresheimer, and others. - Pioneered data-driven content strategy and tailored campaigns for global brands including Johnson & Johnson, Estée Lauder, and GlaxoSmithKline. Used rigorous data gathering and analysis to address process abandonment and increase landing page conversion rates by ~200% on average. - Hired, onboarded, trained, and managed a multidisciplinary content team producing platform content for Webpackaging. Reduced time to market for new product and service messaging by ~75% while sustaining lead generation growth.