Global goes local

I help global brands resonate across Spanish-speaking markets through transcreation, localization, and cultural insight. I also provide machine translation post-editing, bringing the human expertise and cultural nuance that today’s AI-powered content still needs.

Selected clients

Featured work

Transcreation

Heineken

Heineken reached out to me to transcreate the tagline for the launch of Heineken 0.0 across Latin America. The original “Cheers with no alcohol” needed to convey the social ritual of toasting while making the alcohol-free proposition feel natural and appealing to a Latin American audience. I transcreated it as “Brindar sin alcohol”. Rather than translating “cheers” literally, “brindar” captures the social ritual of raising a glass and celebrating together, making the tagline feel natural and culturally relevant in Spanish.

Localization

Rolex

Rolex has its own testimonees across sports and entertainment, including tennis, golf, F1, cinema and music, among others. For tennis and golf in particular, I’m part of their “Win Ad Team”, working on weekends whenever one of their ambassadors wins a championship. I localize the print ad copy from Spain Spanish to Argentine Spanish, adapting the messaging to the local market while preserving the brand’s tone of voice.

Machine Translation Post-Editing

Zendesk

Nowadays, AI is part of many translation workflows. For Zendesk, a global customer service and AI-powered CX platform, I provide machine-translation post-editing, ensuring that AI-generated content reads naturally and accurately in Spanish.

Linguistic Quality Assurance

Adobe

Adobe launched a campaign promoting its latest tools, many of them enhanced with AI features. For the brand, I provided a range of services, including cultural consultation, MTPE, transcreation and proofreading, as well as the final, and equally important, step in the workflow: linguistic quality assurance for social ads, email campaigns, banners and other digital assets.

Cultural Consultation

Airbnb

Before launching Airbnb Experiences in Latin America, the brand reached out to me for cultural insights into how Airbnb was perceived locally and how people typically booked tours and other experience-based activities. Once Latin America was identified as a suitable market and the section launched locally, I provided copy-editing services, proofreading and editing descriptions of local experiences.

Proofreading

Audible

I proofread communication materials promoting a wide range of titles on Audible, Amazon’s audiobook platform, across multiple channels, including social ads, banners, and email marketing.

Transcription

Prime Video

My work with Prime Video, Amazon’s streaming platform, involved transcribing and translating Spanish trailers back into English. Belfast was one of many TV shows and films I worked on.

Voice-Over Direction

Axe

For over 15 years, I’ve provided VO Direction services for brands across the Unilever portfolio, including Axe, Dove, Rexona, Ala, Persil, Vasenol, Clear, Closeup, Knorr, Lipton, Lux, Magnum, and TRESemmé, among others. I really enjoy directing VO talents and making sure the approved script is followed while the brand’s tone of voice is fully understood and brought to life. From straightforward reads to more challenging sessions, I’ve consistently achieved script and client approval during recording sessions.

Copywriting

Pandora

For the launch of its Minis campaign, Pandora engaged me to provide copywriting services to promote its new collection across social media platforms, including Meta, Pinterest, and TikTok, for the Argentine market.

Services

Transcreation

It’s much more than translation. It’s about adapting a global message so it feels natural, relevant, and meaningful to local audiences.

Localization

Spanish is not one language; it’s many. From Rioplatense and Neutral Spanish to US Hispanic and Spain Spanish, each market has its own codes, references, and ways of expressing ideas. My role is to adapt content so it feels culturally relevant and authentic to each market.

Copywriting

I started my career as a creative copywriter, and developing ideas, campaigns, and concepts from scratch is still one of the things I enjoy most.

Voice-Over Direction

A voice can completely change how a message is received. My role is to direct voice talent and ensure every performance feels natural, stays true to the script, and reflects the brand’s tone and personality across markets.

Cultural Consultation

It happens before a campaign comes to life. Cultural consultation is about bringing local insight into the creative process to evaluate whether concepts, visuals, characters, and messaging will resonate in a specific market, or whether opportunities and challenges should be identified before launch.

Proofreading

There’s always room to refine. Proofreading is an essential part of the process: it ensures every piece of copy is polished, accurate, and delivered in its strongest form.

MTPE & Linguistic Quality Assurance

As machine translation becomes increasingly integrated into creative and localization workflows, human refinement remains essential. MTPE and linguistic review help ensure brand voice, terminology, consistency, and linguistic quality, making sure content feels natural, polished, and ready for publication.

Transcription

I transcribe audio and video content and translate it back into English, so teams who don't speak Spanish can review and approve the final result with confidence.

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