Community, Social Media, and Digital Strategy leader with 10+ years of experience in gaming, Web3, and digital marketing. Specialized in community management, engagement strategy, performance analytics, content development, and cross-channel campaign execution. Experienced in Discord, X/Twitter, YouTube, TikTok, and multi-platform community ecosystems. Led influencer programs, product activations, metaverse events, and user onboarding strategies. MIT-certified in Game Design with strong skills in project management, reporting, stakeholder communication, and team leadership. Adept at improving KPIs, increasing retention, and optimizing digital presence through data-driven workflows.
Hi, I’m
Martha Castro
Director of Community & Digital Strategy
Monterrey
Summary
Overview
9
years of professional experience
3
Languages
Work History
POCLabNew York
Head of Digital Presence & Community Manager
01.2023 - 01.2025
Job overview
- Built community and marketing strategies for metaverse activations with partner brands, driving over 1M yearly impressions across social channels.
- Launched cross-platform content and digital events to support product releases.
- Developed engagement plans with activities, giveaways, and storytelling across Discord, X, and Instagram.
- Onboarded and supported creators for virtual art shows and education conferences.
- Coordinated with design, product, and development teams to align sentiment with campaigns.
- Improved digital marketing performance using data analysis and conversion tracking.
- Managed and trained a digital team to ensure efficient workflows and collaboration.
- Delivered cohesive branding through coordination with creative and media teams.
- Implemented social media strategies that increased reach and engagement.
- Built content strategies aligned with client goals and KPIs.
- Launched cross-platform content and digital events to support product releases, contributing to a 50% growth on X
Cool Cats NFTCalifornia
Community Manager
01.2021 - 01.2022
Job overview
- Led creator spotlights, ambassador programs, and brand collaborations across Web3.
- Supported live-event marketing at NFT NYC and SXSW to strengthen brand visibility.
- Managed daily content and programming across Discord, X, Twitch, and podcast channels.
- Partnered with UGC creators and influencers to expand reach and deepen retention.
- Developed community guidelines and moderation workflows for a safe and inclusive environment.
- Planned and hosted digital events, charity streams, themed activations, and cross-brand collaborations.
- Collaborated with cross-functional teams to align marketing and community objectives.
- Executed promotional activities to boost participation and sentiment.
- Monitored community feedback and addressed misinformation proactively.
- Organized recurring community events to drive connection and belonging.
- Produced weekly activity and sentiment reports for leadership.
- Evaluated KPIs to optimize programs and improve community performance.
- Built partnerships to expand community reach and collaboration opportunities.
- Trained staff and volunteers on community tools, best practices, and workflows.
- Launched initiatives supporting diversity, inclusion, and community representation.
- Managed moderation across forums and social platforms to uphold community standards.
HENILondon
Video Content Specialist
01.2021 - 2021
Job overview
- Developed video-first content strategies for YouTube growth and NFT releases.
- Managed posting schedules, SEO optimization, and metadata to improve reach and discovery.
- Analyzed performance metrics and translated insights into action plans.
- Prepared 100+ videos for release with optimized thumbnails and metadata.
- Used analytics to refine messaging and target audience interests.
- Pitched creative concepts for videos, podcasts, and multimedia content.
- Monitored industry trends and competitor activity to guide strategy.
- Managed editorial calendar for timely and relevant content publishing.
- Selected visuals and layouts to enhance engagement and retention.
2BTubeMexico City
Influencer Marketing & Campaign Strategist
01.2016 - 01.2021
Job overview
- Managed end-to-end campaign strategy for brands including Corona, FUD México, Blizzard, Garena, and Distroller.
- Created influencer content calendars aligned with tone, KPIs, and campaign goals.
- Oversaw 150+ influencer relationships and onboarded 50+ new creators.
- Tracked performance and optimized campaigns for ROI and audience growth.
- Produced post-campaign reports with insights and recommendations.
- Built long-term relationships with influencers and brand partners.
- Conducted competitor research to inform content and social strategies.
- Managed brand and talent accounts within marketing and influencer branches.
- Developed sponsored and organic content across multiple platforms.
- Analyzed performance metrics, SEO trends, and behavior patterns to improve reach.
- Adjusted strategies based on shifting audience trends.
- Coordinated influencer schedules to meet campaign timelines and deliverables.
Education
Google Coursera Remote
Certificate from Foundations of Digital Marketing & E-commerce
2026
University Overview
MIT XProCambridge, Massachusetts
Professional Certificate from Game Design
05.2001
University Overview
YouTubeRemote
Certificate from YouTube Channel Growth, Asset Monetization, And Content Ownership
2019
University Overview
MARCO MuseumMonterrey, Nuevo Leon, Mexico
Diplomas from Spanish Grammar and Art History
2016
University Overview
Universidad De MonterreyMonterrey, Nuevo Leon, Mexico
Technical Degree from Advertising Image
2008
University Overview
Skills
Community Management
undefinedAccomplishments
Accomplishments
- Collaborated with Walmart's team in the development of The Cultureverse
- Managed Discord server with a little over 3,000 members
- Created and executed a 3-day gaming tournament with over 1,770 participants.
- Coordinated and executed different panels to be held in The Cultureverse, successfully onboarding panel guests into the metaverse.
- Achieved positioning The Cultureverse as the top branded experience on Spatial at the time of it's released through an effective social media campaign and activations.
Availability
See my work availability
Not Available
Available
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Languages
English
Bilingual or Proficient (C2)
Spanish
Bilingual or Proficient (C2)
Portuguese
Beginner (A1)
Software
Discord Insights
Telegram
Twitch Creator Dashboard
YouTube Studio
X analytics
Meta Business Suite
Hootsuite
Buffer
Sprout Social
Canva
Figma
Google Sheets
Airtable Dashboard
Notion
Slack
Trello
Monday
G suite
Asana
ChatGPT
Gemini
Artlistio
OpusClip
Capcut
Soft Skills
Soft Skills
- Analytical Thinking
- Problem-Solving
- Leadership & Team Training
- Time Management
- Organizational Efficiency
- Communication (Bilingual EN/ES)
- Conflict Resolution
- Stakeholder Communication
- Creative Planning
- Adaptability
- Collaboration & Relationship Building