I'm Maria Fernanda Perez, a bilingual freelance Strategy Director based between Miami and New York, with +10 years of experience leading brand strategy across North and Latin America.
I’m Maria Fernanda Perez, a bilingual freelance Strategy Director based between Miami and New York, with +10 years of experience leading brand strategy across North and Latin America. I bring a culturally nuanced lens to my work, helping brands navigate complexity and connect meaningfully with diverse audiences.
My portfolio spans financial services, retail, consumer goods, insurance, alcoholic beverages, automotive, and pharma. Partnering with brands to build sharp positioning, drive relevance, create long-term impact, and insightful campaigns.
Challenge: Launch a plant based mayonnaise that’ll convince people it tastes like OG mayo.
Insight: There’s no in between feelings when it comes to mayo. Either you love it or hate it.
Strategy: Transform skepticism into advocacy by dramatizing how people who hate real mayo will hate NotMayo just as much.
Challenge: Get Millennials and Gen-Z to choose Philadelphia in an economic context where they had turned to cheaper, grocery store brands.
Insight: People in NY were charged extra to have bagels with cream cheese, because they were sliced.
Strategy: The tax-free bagel: A ridiculously good product innovation to evade a ridiculously bad tax.
Based in Miami and New York. Currently collaborating with Miami based financial institutions for brand positioning projects.
Leading Philadelphia Cream Cheese, Vital Farms, Kraft Heinz NotCo, Google Pixel & WhatsApp.
Leading Kellogg’s Latin America, AXA insurance & Sanofi.
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