Hey, I’m Lya.
I help businesses and brands build creative strategies that actually work
My Experience
Senior Strategist | MullenLowe Group | 2023 - Present
Developing creative strategies that help brands connect with their audiences.Brand strategist | MullenLowe Group | 2016 - 2023
Managing brand portfolios and creating campaigns that drive growth.Strategic Planner | La Clinica/TBWA | 2014 - 2016
Building brand strategies based on consumer insights and research.Regional Marketing Coordinator | Impresen Media Group | 2013 - 2014
Coordinating marketing campaigns across multiple markets in Central America.Creative Copywriter | La Clinica/TBWA | 2011 - 2013
Writing copy and creating concepts for advertising campaigns.
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14+ Years of Experience
Developing creative strategies for leading brands
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30+ Integrated Campaigns
Across digital , and traditional channels
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Regional Expertise
Managing multi-market launches across Central America
Knorr
Adulescencia
This campaign positions Knorr as culturally relevant for new generations by tapping into the tension of “almost adulthood.” Built on the idea of “Adulescencia,” it reframes cooking as the first step into growing up, using honest storytelling and local “Adulfluencers” to spark cultural conversation and drive strong organic and paid reach.
Case Studies
Rexona Clinical
Protección extrema para días intensos
Rexona in Central America had the challenge of becoming more culturally relatable and connected to situations that feel truly relevant to people’s everyday lives. The goal was to shift from being perceived as a brand only for extreme conditions to becoming a natural part of the intense day-to-day reality of Central Americans.
Banco Agrícola
Lo Lindo del fútbol
As part of its promise to be the bank of Salvadorans, Banco Agrícola, through its partnership with FESA, sponsors a knowledge network where sports play an important role in the education of young Salvadorans, providing opportunities that support their development and growth
