Content Strategist & Brand Copywriter
Brand voice that connects.
Strategy that converts.
Copy is like a compass; it helps your audience know exactly where they stand and where to go next.
Background
The person behind the work
My name is Mariel (pronounced MAH-ree-el). I live in Maryland with my husband.
I'm a Copywriter and Content Strategist who writes to make ideas click. For me, clarity isn't a style choice; it's the whole point. A curious mind and a love of learning have taken me from advertising agencies to fintech, and I've picked up a lot along the way.
Outside of work, I'm usually reading, watching films, or thinking about something I read or watched. I love spending time with family and friends. I'll hike, camp, or head to the beach every now and then, but honestly, I'm a city person. Urban landscapes, architecture, and museums are more my speed.
Before Baltimore, I lived in Mexico City. That city shaped a lot of who I am, and probably explains why I gravitate toward work that's a little intelligent, a little bold, and always useful.
Skills
What I bring
Copywriting
Brand voice · Campaign copy · Email marketing · Video scripts · Radio & print · Product naming · UX & onboarding copy · Taglines · Long-form
Content Strategy
Editorial planning · SEO content · Content calendars · Performance analysis · A/B testing · Multi-channel strategy · Audience segmentation
Campaign Development
Brief to execution · Digital · TV · Print · Social · Brand activations · USA & LATAM markets · Agency & in-house · New business pitching
Storytelling & Video
Video scripts · Client interviews · Brand narratives · Script development · Editorial direction
Tools & Platforms
WordPress · CMS platforms · Google Analytics · DeepL · Canva · Adobe Suite · AI-assisted content · Project management tools
Collaboration
Cross-functional teams · Creative directors · Designers · Product & marketing · Junior writer mentorship · VP-level communication
Currently
What I'm into right now
Thinking about
Dreaming about old houses
Cheap Old Houses — architecture, history, and renovation ideas.
Visit site →Pursuing
My Family Tree
Working on it @ Ancestry.com
🌳 9.9 — Top Tree
49 entries · 0 duplicates
Ancestry.com →
Won't be missing
FIFA World Cup 2026 — EST
Download my CV
Senior Copywriter · Senior Content Strategist
Open to remote work and hybrid roles in the Baltimore/DC area
Work Experience
Career growth journey↑
Current · 2026–present
iFrog Marketing Solutions — Content Strategist
Automotive · SEO · AI-assisted content
SEO content for automotive dealership clients
Creating SEO-optimized content for automotive dealership clients across the USA. Using AI tools to accelerate production while maintaining brand voice and quality.
More details coming soon.
USA · May 2020 – April 2025
SpotOn Transact — Copywriter & Content Strategist
Fintech and hospitality tech platform serving 50,000+ small businesses across the USA. Reported to the VP of Communications. Owned content across email, blog, web, and video — in English and Spanish.
Email · Newsletter
Pre-Shift Newsletter — email strategy & performance
Led strategy, copy, and cadence for SpotOn's monthly client newsletter. Open rates grew from 31% to 54%. Launched Express edition: 62% open rate, 6.2% CTR.
Email · Product campaigns
Product upsell campaigns — Teamwork, Capital, Reserve
Targeted email journeys per product. Teamwork: 18 sales in 24 hours. Capital: 54% open rate, 11% CTR. 40%+ open rates across campaigns.
SEO · Blog · 28 articles
Blog content — Google featured snippets & organic traffic
"What is Bottle Service?" earned a Google featured snippet. "What is Happy Hour?" drives 1.1K+ visits/month. One article drove 58% of total blog clicks in Sep 2024. Read published articles →
Bilingual · Web · Localization
SpotOn.com/es — Spanish site & localization system
Built bilingual lexicon from scratch. Led tone and editing of full Spanish site. Streamlined translation workflow with DeepL. Reduced localization costs 40%.
View Spanish site →
Video · Bilingual storytelling
First bilingual client video
Interviewed client, developed story arc, and collaborated on editing and publication for SpotOn's first bilingual client video.
UX · Onboarding
Customer journey emails & onboarding content
Onboarding emails, product tutorials, and UX copy to guide new users and support retention across the platform.
Agency experience · 2012–2020
Brand campaigns — banking, tech, spirits, retail & CPG
Senior copywriter across multiple agencies in Mexico City. Campaigns across radio, digital video, email, social, and print. Mentored junior writers. Collaborated with creative directors and account teams.
Banking · Radio · Direct mail · Digital video
BBVA México — campaigns, product naming & video series
Radio spots, direct mail, print, and digital video. Product naming for new financial products. Health Insurance video series scripts and concept. View on Behance →
Tech · Launch concept · Social
Honor 8 — "Live Once, Enjoy Twice"
Creative concept, copy, and social content for Honor 8's Mexico market launch. View on Behance →
Automotive · Brand · Social activations
MINI México — brand content & activations
Brand content, creative copy, and social activations. MINI Gift reached 375K people. MINI Original drove 3,800+ video plays.
Tech · Video scripts
Samsung Galaxy Guru — video scripts
Scripts and creative for Samsung's Galaxy Guru video series featuring Galaxy TabPro S.
Insurance · Video · Email · Banners
MAPFRE — auto insurance digital campaign
Scripts, mailing, and banners for a national auto insurance campaign. YouTube videos: 536K+ views. View on Behance →
Tech · Video · Email · Bilingual
Microsoft 365 — scripts, mailing & banners
Video scripts, email campaigns, and digital banners for Microsoft Mexico.
View on Behance →Gaming · Launch campaign
Xbox — Quantum Break launch
Teaser and social engagement campaign for the Quantum Break launch in Mexico.
Spirits · Campaign · Live activation
José Cuervo — "Puntos Medios", "Cantina Tradicional" & World Cup
Content strategy, copy, and live World Cup cantina activation for José Cuervo Tradicional.
Spirits · Social · Brand
Tequila Azul Centenario — "Azul 24/7"
Content strategy and brand storytelling for younger audiences. Social campaigns, Tienda Azul concept, event coverage.
Retail · Online store launch
Bershka — online store launch
Teaser, social content, and traffic-driving campaigns for Bershka Mexico's online store launch.
Retail · Campaign
Express — retail campaigns
Campaign copy for the American clothing brand. Personality-driven retail writing across digital channels.
CPG · Food · Social
Grupo Bimbo, Herdez, McCormick, Sam's Club & more
Social content, brand storytelling, and community management for major food and CPG brands. Bilingual content in English and Spanish.
Download my CV
Senior Copywriter · Senior Content Strategist
Open to remote work and hybrid roles in the Baltimore/DC area