The model, the channel estate, the research design and the brand book behind each case, as built.
Developing 'Vive bien, vive saludable' as a corporate concept with three content pillars — a production system rather than a slogan, still structuring the company's site years later.
Open the system → Pronaca · 2014–2024Building an endorsement brand for Ecuador's largest food company: strategy, a consolidated owned-media system reaching 6.5 million, a recipe ecosystem, and the brand identity exploration behind it.
Open the system → Pronaca · 2014–2024TQ PETS is the pet-care brand I created at Pronaca to speak to pet owners on behalf of the company's six pet-food brands: a 145,000-member community and an email base, run on the same content operation as TQMA.
Open the system → Pronaca · 2014–2024How a food manufacturer set out to become the most loved company in Ecuador: the perception gap, the concept, three content pillars, a three-stage community plan and an influencer selection framework.
Open the system → Pronaca · 2014–2024Taking an Ecuadorian commodity to U.S. retail: brand definition, portfolio plan with INAEXPO, the U.S. marketing plan and marketplace presence for a hearts-of-palm pasta brand.
Open the system → Pronaca · 2014–2024Two intelligence systems built at Pronaca: an AI/NLP consumer-trend monitoring platform across five Spanish-speaking markets, and a geo-analytics model for the neighbourhood freezer channel.
Open the system → Pronaca · 2014–2024Spontaneous awareness of the master brand went 18 → 20 → 24% while two national competitors entered the category. The same number, measured the same way, every year — and used to renew a sponsorship and size a crisis.
Open the system → Pronaca · 2014–2024The full chain from consumer segmentation and brand equity tracking to a creative platform: six consumer typologies, a brand funnel, and the strategic framework that turned the numbers into a campaign.
Open the system → Pronaca · 2014–2024One digital strategy across thirty brands: platform allocation by generation, owned channels, microsites and a 2.5 million monthly content operation.
Open the system → Pronaca · 2014–2024Allocating an $11.XX M marketing investment across three vice-presidencies and twenty-plus brands, and negotiating it with national and international agencies.
Open the system → Pronaca · 2014–2024Treating 200+ branded trucks, billboards and in-store screens as one owned out-of-home network rather than as paintwork and rented space.
Open the system → Pronaca · 2014–2024A national television repositioning: 2,155 TRPs, a $5XX K campaign and a brand equity problem that advertising alone could not have solved.
Open the system → Pronaca · 2014–2024Creating and measuring a national cooking-show sponsorship: 57% programme viewership, 74% sponsor recall and 68–82% top-two-box across seven evaluation statements.
Open the system → Pronaca · 2014–2024Publishing a food company's own magazine: twelve consumer issues a year to 250,000 readers plus six trade issues to 54,000 shopkeepers, built on three content pillars.
Open the system → Pronaca · 2014–2024A national campaign that recruited 6,308 contestants at $1.20 each, 6.4 million reach, and digital media spend cut 40% with performance intact. The rule behind it: owned before rented.
Open the system → Pronaca · 2014–2024Directing and implementing the 2022 marketing plans for a $11.XX M, thirty-brand portfolio: livestock and animal nutrition including 198 retail points, value-added brands, and three product launches led end to end.
Open the system → Pronaca · 2014–2024A six-segment consumer study that decided which campaign and which product went where; 100,000 neighbourhood shops targeted out of 140,000 in the country; and a stage gate that marketing signs half of.
Open the system → Pronaca · 2014–2024Supporting an Ecuadorian brand's e-commerce into U.S. retail: the Natural Heaven listing on Amazon, the claims it could defend, the category benchmark it was measured against, and the marketing plan around it.
Open the system → Pronaca · 2014–2024Running a food company's contact centre as marketing infrastructure: InConcert telephony, IVR and ACD design, outbound campaigns and a company-wide complaints workflow.
Open the system → Pronaca · 2014–2024A 250,000-consumer base, 1.75 million people reached in seven mailings, 49,000 tickets and 12,800 bookings from one seasonal programme — and a rule that stops the company contradicting itself.
Open the system → Pronaca · 2014–2024Why I built a culinary centre inside a food company: the country's nutrition problem, the company's purpose, and one place that teaches how to eat well while producing the content, the product insight and the training the business needed.
Open the system → Pronaca · 2014–2024Thirty people, thirty brands, an $11.XX M portfolio plan and a $2 M digital budget: a function run on written remits and decision rights, a content operation staffed like a kitchen, agencies negotiated on scope.
Open the system → Pronaca · 2014–2024The full scope of a corporate marketing function: a $2M budget, a contact centre, 1,000+ events a year, a recipe system, owned publishing, national sponsorship, fleet and OOH, academic partnerships and revenue growth management.
Open the system → More is More · 2025–todayAn AI consulting platform of eleven specialist agents with adversarial review and automatic training — built so that economical models produce senior-consultant output.
Open the system → More is More · 2025–todayAn AI social listening product built and shipped: 90 tracked terms, real scraping from X and news media, a navigable conversation graph of 93 nodes and 115 edges, and an early-warning alert system.
Open the system →