Work I'm proud of

Five projects.
Very different contexts.
Same question underneath:
what moves people?

Some of these I led. Some I shaped within bigger teams. All of them required a decision about what mattered most. Here's what we decided.

Luxury · Destination Launch · KSA

01Sindalah (NEOM)

The challenge

Coordinate 80+ international premium partners (luxury retail, hospitality, sports, lifestyle, marine) into one coherent launch for Saudi Arabia's first luxury island destination.

My role

Joined the Sindalah marketing team as partner marketing lead. Contributed to overall launch planning while owning all luxury brand activations during the 3-day opening event. Built flagship storytelling campaigns around Sindalah's signature assets, targeting Ultra-High-Net-Worth (UHNW) audiences.

The Sindalah Yacht Club — campaign with Stefano Ricci

The Sindalah Yacht Club — campaign with Stefano Ricci

Sindalah official launch

Sindalah official launch

External coverage
Inside Sindalah's Yacht Club, masterminded by design maestro Stefano Ricci
→

Result

€12M earned media value · 1,000+ organic PR placements · €16M budget delivered on scope

FMCG · Creator + Paid · 9 European Markets

02HelloFresh

HelloFresh creator campaign content grid across European markets

The challenge

HelloFresh, a D2C FoodTech giant, wanted to reduce CAC across nine European markets through a creator-led strategy, the approach already defined by the client. Organic-only creator content was not delivering the expected results.

My role

As Global Accounts and Strategy Director at milkyway*, analyzed the gap between strategy and execution and identified the missing piece. Paid media amplification on top of creator organic content. Introduced a hybrid model where creators produced authentic content and paid media extended reach strategically across the funnel. Rolled the model across nine markets with different cultures, languages and media landscapes.

Result

−30% CAC across 9 markets · Full-funnel ROI rebuilt · Scalable creator + paid model handed to internal teams

Agency Build · New Vertical · Spain

03milkyway* Paid Performance Vertical

The challenge

milkyway* is a strong social media and influencer marketing agency, but had no dedicated paid performance practice. Clients were asking for creator content with measurable results, and the agency needed a way to amplify creator work with real commercial outcomes.

My role

Built the paid performance vertical from zero. Positioning, service offering, team structure, pricing. Designed it specifically to amplify the agency's creator and influencer work and turn it into measurable outcomes. Won and onboarded the first anchor client (HelloFresh) and grew it into a functioning business line.

Visit milkyway-agency.com →

Result

New paid performance vertical launched and operational · Anchor client (HelloFresh) won and onboarded · Service line running independently post-handover · Directly contributed to the −30% CAC result that became the agency's flagship case

Global Marketplace · Brand Transformation · 7M Audience

04AliExpress

The challenge

AliExpress's global social presence was transactional. Customer service noise was drowning out brand signal. The platform needed to be repositioned as a Love Brand without losing scale.

My role

As Global Accounts and Strategy Director at milkyway*, led the strategic reinvention of the global social ecosystem. Restructured the content architecture by separating customer service from brand channels. Designed integrated campaigns across influencer marketing, TikTok paid activations and Instagram Lives. Rebuilt content around cultural relevance, not catalog pushing.

Result

Engagement rate from 0.05% to 2.5%, a 50x lift on a 7M+ follower base · Social Commerce turnaround · New brand equity foundation · Repositioning that held up post-handover

AliExpress brand transformation

Hospitality · Social Strategy · Uruguay

05Casa de Abajo

The challenge

An independent café and cultural space in Uruguay needed brand clarity and a social strategy. Zero paid budget. Organic only.

My role

Defined brand positioning, built content pillars, designed an organic-only social strategy that adapts to the venue's pace and personality. Small format. Real strategic work.

Result

Consistent brand voice · Organic community growth · Strategy still running post-handover

This is the project where I started working independently. A family space back home, a founder who needed clarity before budget. It reminded me that the thinking matters regardless of what's behind it.

Casa de Abajo · @casa_de_abajo

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