audience & newsletters.

I was El Espectador's first full-time newsletter specialist, focusing on growth. I achieved double-digit growth in open rates and subscriptions, establishing the newsletter as a top news source.

I contributed to the 2020 website redesign, launching six new newsletters and led revenue-generating email campaigns and optimized newsletters through A/B testing. I collaborated with the newsroom to engage readers and created special newsletters for journalism projects.

Also, I designed an onboarding strategy for new users, offering information, benefits, and tips through tailored emails and in-app messages to enhance their experience and engagement.

My strategy involved sending tailored emails and in-app messages in the first few days after sign-up, which helped users quickly become active and engaged members of our community.

Helped to develop the strategy and role of an audience listening role for "Zona Z", the new project targetting Gen Z for El Espectador. Assited to define the role, routines and built a weekly audience listening report for the journalists and everyone involved in the project. Created the social templates for the Zona Z social accounts.

I helped Enlace Latino NC improve engagement with their award-winning newsletters for the Latino community in North Carolina. 

During a four-month consultancy, we applied several strategies to engage readers and collect feedback on their newsletter experiences.

The outcome of these efforts included a 5% increase in the newsletter's open rate and a rise from 15% to 25% in the click-through rate (CTR).