KATIA HERNÁNDEZ VARELA

Create and adapt campaign concepts and content that support brand marketing activities across multiple channels—digital social platforms, retail touchpoints, and collaboration-led launches. Produce and develop campaign materials (lookbooks, signage, creative assets) that strengthen brand identity and connect with young audiences.

Key Responsibilities:
Campaign content development: Build creative concepts and content for campaign materials, including campaign collateral, signage (cartelería), and lookbooks used for launches and seasonal initiatives.
Brand storytelling & identity support: Contribute to a consistent brand voice and visual storytelling across customer touchpoints, supporting stronger positioning and audience connection.

Social-first thinking: Design content intended to perform on social platforms (especially formats and narratives that engage younger audiences), supporting community engagement and conversation.
Partnership/collaboration campaigns: Support the creative and content execution of talent/creator collaborations and retail activations, ensuring the concept and outputs align with brand identity and audience expectations.

Selected Campaigns & Results
1) Brand Rebranding (2024)

Repositioned brand with a new identity aligned to the target audience; improved customer acceptance and clarified differentiation vs. sister brands.

2) Talent Collaboration — Jos Canela (CD9) (2024–2025)
Campaign concept + execution across social, retail activations, and product drops
36 openings tied to the collaboration
Up to 500 attendees per in-store event
Up to $700,000 MXN sales in a single day with talent presence; minimum ticket $650 MXN
2 collaborative collection launches sold out online in 3 hours (record online performance)
Instagram impact: 5.1M account reach; +187K reach on posts
TikTok impact: 290K views
Showcase: free event with 600 attendees and $740K MXN point-of-sale return

3) Talent Collaboration — Alexis Vega (2026)
Activation-driven campaign + upcoming product launch
4 in-store activations with up to 800 attendees
Collaborative collection launch planned for April 2026
Instagram impact: 6.6M account reach; 2.8M post reach
TikTok impact: 7M views, 13K profile visits, and +10% community growth

Editorial content leadership with a cultural lens—curation, concept development, and content planning for lifestyle/fashion storytelling across channels.

Key Responsibilities:
Content curation: Managed and curated lifestyle/fashion content, ensuring relevance, quality, and a cohesive editorial direction.
Concept development: Created and developed creative concepts to shape content narratives and features.
Creative collaboration: Worked with creative stakeholders (writers/creatives) to deliver consistent storytelling and aligned editorial outputs.

Digital content production and audience-friendly writing—creating web-ready content that supports engagement and social sharing.
Key Responsibilities:
Produced digital content for web audiences, adapting tone and structure for online reading and shareability.
Supported content that could be amplified via social channels, reinforcing relevance for youth/lifestyle communities.

Social media and community leadership paired with experiential coordination—content creation, events logistics, and campaign support to grow brand presence.
Key Responsibilities:
Managed social media channels and community engagement; generated content tailored to audience interest and brand identity.
Coordinated and supported events and campaign shoots (logistics + execution), connecting brand storytelling to real-world experiences.
Handled sponsorship accounts and content curation to amplify brand reach through aligned partnerships.