I’m a bilingual creative director and content creator based in Buenos Aires with 10+ years of experience shaping social-first storytelling for entertainment, music, technology, lifestyle and consumer brands. I build creative concepts and cultural strategies for global audiences—combining strategic thinking with hands-on creation, strong copy/storytelling, and team leadership. Across streaming, tech product launches, and music-focused campaigns, I lead end-to-end work from creative direction and planning to production and UX/UI-informed digital experiences. I also produce and host audio-visual content for radio and podcasts, and I specialize in new-media distribution across platforms like Spotify, YouTube, TikTok and podcasts—always with a focus on relevance, craft, and measurable outcomes.…

Mercedes Monserrat

I’m a bilingual creative director and content creator based in Buenos Aires with 10+ years of experience shaping social-first storytelling for entertainment, music, technology, lifestyle and consumer brands. I build creative concepts and cultural strategies for global audiences—combining strategic thinking with hands-on creation, strong copy/storytelling, and team leadership. Across streaming, tech product launches, and music-focused campaigns, I lead end-to-end work from creative direction and planning to production and UX/UI-informed digital experiences. I also produce and host audio-visual content for radio and podcasts, and I specialize in new-media distribution across platforms like Spotify, YouTube, TikTok and podcasts—always with a focus on relevance, craft, and measurable outcomes.…

Available to hire

I’m a bilingual creative director and content creator based in Buenos Aires with 10+ years of experience shaping social-first storytelling for entertainment, music, technology, lifestyle and consumer brands. I build creative concepts and cultural strategies for global audiences—combining strategic thinking with hands-on creation, strong copy/storytelling, and team leadership.

Across streaming, tech product launches, and music-focused campaigns, I lead end-to-end work from creative direction and planning to production and UX/UI-informed digital experiences. I also produce and host audio-visual content for radio and podcasts, and I specialize in new-media distribution across platforms like Spotify, YouTube, TikTok and podcasts—always with a focus on relevance, craft, and measurable outcomes.

See more

Language

Spanish; Castilian
Fluent
English
Fluent

Work Experience

Creative Director at Bull Media Group
January 1, 2024 - September 1, 2024
Provided creative and strategic direction for a global streaming platform, including artistic positioning for emerging and mainstream artists in collaboration with Sony Music Global. Led agency and production teams and improved workflows through task-management tools.
Creative Interactive Director at Hogarth
February 1, 2023 - January 1, 2024
Led creative work and teams for a major global technology account, planning and executing worldwide multiplatform product-launch campaigns. Worked across international market dynamics with UX/UI and AI-informed digital experiences.
Strategic Creative Direction at Bi Universe / Bi Media
August 1, 2022 - December 31, 2023
Direction, production, creative strategy and planning for Quilmes, Fundación Avon, Alto Palermo, UNICEF, Change, Glovo Spain, Farmacity and Ver. Specialized in new-media strategy and production across Spotify, YouTube, TikTok and podcasts.
Strategic Creative Director at Bi Universe / Bi Media
August 1, 2022 - December 1, 2023
Directed creative strategy, production, planning, and execution for campaigns and partners including Quilmes, Fundación Avon, Alto Palermo, UNICEF, Change, Glovo Spain, Farmacity, and Ver. Specialized in new-media strategy and production across Spotify, YouTube, TikTok, and podcasts.
Lead Creative Manager at Lanzallamas
June 1, 2021 - July 1, 2022
Managed brand and led production and creative strategy for PedidosYa, Enigma.art, Neutrogena, and Roche, with a strong new-media focus. Combined planning and creative execution across social and digital touchpoints.
Brand Manager at The Sello
January 1, 2019 - January 1, 2021
Led brand management responsibilities during the period noted in the resume.
Product Manager at Sony Music Argentina
June 1, 2017 - February 1, 2022
Supported creative and marketing planning, product development, and artist releases across multiple teams and campaigns, coordinating release execution and cross-functional efforts for music titles.
Social Media Director at Niña Buenos Aires
January 1, 2016 - January 1, 2017
Directed social media efforts during the period noted in the resume.
Digital Content & Social Media Director at Sony Music Argentina
January 1, 2015 - January 1, 2016
Managed digital content and social media during the period noted in the resume.
Producer / Host at Posta FM
February 1, 2014 - November 1, 2022
Hosted, produced, and created weekly audiovisual and podcast content for FOMO / FLOW with @matzorama, shaping recurring programming and audience-ready formats.
Online Media Manager at Social Snack
January 1, 2013 - January 1, 2015
Managed online media during the period noted in the resume.
Digital Content Executive at Turner Broadcasting
January 1, 2013 - January 1, 2015
Supported online media operations during the period noted in the resume.

Education

Social Communication at Arts, University of Buenos Aires (UBA)
January 1, 2000 - January 1, 2000
Social Communication at UCES
January 1, 2000 - January 1, 2000
Social Communication at Arts, University of Buenos Aires (UBA)
January 11, 2030 - September 17, 2026

Qualifications

Add your qualifications or awards here.

Industry Experience

Media & Entertainment, Software & Internet, Consumer Goods, Non-Profit Organization, Retail, Telecommunications, Professional Services
    Social Media & Content Strategy
    Social Media & Content Strategy I develop social content strategies that connect brand goals, audience behavior, platform culture and creative execution. My experience includes social media direction, content development and digital strategy across entertainment, music, technology, lifestyle, healthcare and consumer brands. What I can support Social media strategy Content pillars and editorial direction Campaign and launch concepts TikTok, Instagram and YouTube content planning Brand voice and messaging Content formats and recurring series Creative briefs Platform adaptation Audience and cultural research I focus on building content systems that are recognizable, useful and culturally relevant, rather than simply filling a posting calendar.…
    Short-Form Video, UGC & Social Content
    Short-Form Video & Social Content I create social-first content designed for TikTok, Instagram Reels and other short-form platforms, combining creative concepts, on-camera performance, editing, storytelling and platform-native pacing. My approach is focused on making content feel natural to the platform while still supporting a clear brand or campaign objective. What I can create TikTok and Instagram Reels concepts UGC-style branded content On-camera videos and spokesperson content Hooks, scripts and talking points CapCut editing Trend and audio adaptation Product-focused and lifestyle content Social storytelling and content series I’m especially strong at combining personality, humor, culture, performance and clear messaging to make content feel engaging rather than overly polished or ad-like.…
    Podcast Production, Hosting & Content Strategy
    Podcast Production, Hosting & Content Strategy I develop podcasts from concept to execution, combining creative strategy, production, hosting, research, storytelling, and audience-focused content. My background includes more than five years creating and hosting podcasts and audiovisual formats centered on culture, entertainment, music, and current conversations. I approach podcasting as more than audio production: each show needs a clear point of view, a recognizable voice, strong topics, and a content system that can live across multiple platforms. What I can bring to a podcast Podcast concept and creative direction Content strategy and editorial planning Research and topic development Hosting and interviewing Script and talking-point development Production coordination Storytelling and format development Social and short-form content ideas derived from episodes Audience positioning and growth strategy I’m especially interested in formats built around culture, music, entertainment, lifestyle, interviews, and ideas, where conversation and personality are central to the experience. My goal is to create podcasts that people don’t just listen to, but connect with, remember, and want to return to.…
    Music Curation for Brands, Spaces & Stories
    Music Curation I curate music with a strategic and emotional purpose. My approach combines music knowledge, cultural context, brand identity, audience understanding, and storytelling to build playlists and sonic directions that feel intentional rather than generic. I work with music as part of the overall experience: shaping mood, supporting brand personality, reinforcing a story, or creating a stronger emotional connection with an audience. What this can include Playlist curation Music direction for brands and campaigns Mood and vibe development Sonic references and creative research Music for spaces, events, content and experiences Brand-aligned music selection Cultural and audience-based curation Creative concepts built around music With a professional background in the music and entertainment industry, I bring both strategic thinking and a deep understanding of how music functions culturally and emotionally. The goal is always the same: the right music, for the right emotion, in the right context.…
    Artist Positioning, Digital Presence & Audience Strategy
    Artist Positioning & Digital Presence I help artists define how they want to be perceived, where they fit culturally, and how that positioning translates into a clear digital presence. My background in music, entertainment, creative direction, and artist marketing allows me to look at an artist as both a creative project and a brand—without flattening what makes the work unique. I combine artist strategy, audience analysis, branding, content direction, and platform thinking to identify opportunities for stronger positioning and more coherent communication. What this can include Artist positioning and creative direction Digital presence audit Audience and cultural analysis Brand and visual consistency Content pillars and social strategy Release and campaign direction Messaging and storytelling Platform recommendations across TikTok, Instagram, YouTube, Spotify and other digital channels The goal is not to make every artist look the same. It’s to build a strategy that amplifies what is already distinctive about the work and makes it easier for the right audience to understand, remember, and connect with it.…
    Localization & Cultural Adaptation for LATAM Audiences
    Localization & Cultural Adaptation I help global ideas feel genuinely local. My work goes beyond direct translation: I adapt language, tone, references, cultural context, and audience expectations so brands can communicate naturally with LATAM audiences without losing their original identity. I bring together creative strategy, transcreation, cultural research, and content adaptation to make campaigns and messages feel relevant rather than imported. What this can include LATAM localization and transcreation Cultural and audience research Tone-of-voice adaptation Social media and campaign localization Creative adaptation of global concepts Copy and messaging review Regional relevance checks Spanish-English bilingual content My goal is simple: ideas that land, not just translate. With experience across international brands, entertainment, music, technology, healthcare, and consumer-facing projects, I’m comfortable navigating both global brand consistency and local cultural nuance.…
    Creative & Cultural Strategy for Global Brands
    Creative & Cultural Strategy I develop creative strategies that connect brands with culture, audiences, and emerging digital behaviors. My work combines creative direction, cultural research, social media strategy, brand positioning, and content development to turn insights into ideas that are relevant, clear, and adaptable across platforms. Across my career, I’ve worked with global and regional brands in entertainment, music, technology, healthcare, lifestyle, and consumer goods, contributing to campaigns, product launches, social content, artist positioning, and new-media strategies. What I bring to a project Creative direction and concept development Cultural and audience research Brand and content strategy Social-first ideas and platform thinking Creative adaptation across markets and audiences Copy, storytelling, and content frameworks Collaboration with design, production, social, and marketing teams My approach is to understand the cultural context first, identify the strongest creative opportunity, and then turn that insight into work that feels relevant rather than generic.…