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
I’m Mariel (pronounced MAH-ree-el). I live in Baltimore with my husband, and I write to make ideas click.
I’m a Copywriter and Content Strategist. Shaping ideas into something fresh and surprising is exactly what I go for. Writing feels like a puzzle: it challenges me to see connections, play with language, and find new ways to communicate ideas that matter. For me, clarity isn’t just a stylistic preference. It’s the whole point.
A curious mind never settles for the obvious answer. I’m always asking questions, poking at assumptions, and chasing rabbit holes just to see where they lead. That curiosity has taken me from advertising agencies in Mexico City to fintech in the US. I’ve written for banks, tequila brands, restaurants, and everything in between.
Outside of work, I’m usually reading, watching films, or at a game. Living in Baltimore made me an Orioles fan, and I love the vibes at Camden Yards. But my favorite competitions every year are the Premier League and the Champions League. My team is Liverpool (still crying about Mo).
I spend a lot of time with family and friends. I’ll hike, camp, or hit the beach 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 much of who I am. It also 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
Pursuing
My Family Tree
Working on it @ Ancestry.com
🌳 9.9 — Top Tree
49 entries · 0 duplicates
Ancestry.com →
Won’t be missing
Mubadala DC Open 2026 🎾
Download my CV
Copywriter · 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
Copywriter · Content Strategist
Open to remote work and hybrid roles in the Baltimore/DC area