Twelve-plus years bridging bold storytelling and high-velocity B2C performance marketing across LATAM and Brazil — from agency floors to in-house creative studios, from Sancho BBDO to Rappi.
Measured against conversion, efficiency and reach — not visual appeal alone.
Head of Creative Strategy & Brand Leader with 12+ years of experience bridging the gap between bold storytelling and high-velocity B2C performance marketing across LATAM and Brazil.
A proven agency-to-in-house hybrid, Monica has led creative studios, 360° campaigns, and AI-driven content engines that reduced CAC by 42% ($12 to $7) and scaled user acquisition for multimillion-user platforms.
She is an expert in building creative production workflows, managing $2.4M marketing budgets, and scaling performance-driven video and paid social assets.
Brand positioning, voice and visual identity for consumer acquisition engines across Brazil and LATAM.
High-velocity testing of video and paid social formats, optimized on CAC, conversion and Creative Win Rate.
Prompt workflows and automated content pipelines that scale creative output without expanding headcount.
Agency-to-in-house creative studios with design systems and SLA-backed support for cross-functional teams.
Consumer brand growth across nine markets, including Brazil, Colombia and Mexico.
User acquisition, retention, owned channels, influencer ecosystems and go-to-market launches.
A decade-plus path from account leadership at Sancho BBDO to running brand, growth and creative studio operations at Rappi.
Polytechnic University of Catalonia, Barcelona
University of Manizales
Spanish — Native
English — Advanced