As Advertising Coordinator at Grupo Planeta, I led the creation of creative briefs for book campaigns, building strategies around two core goals: driving foot traffic to bookstores and executing high-volume sales campaigns across the publishing catalog.

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I was responsible for author brand-building — positioning authors as recognizable, appealing brands — while communicating the depth and value of their catalog to both new and loyal readers. My work centered on translating the essence of a book (its story, tone, and target audience) into creative concepts that agencies could adapt across multiple touchpoints, including social media content, point-of-sale material, and out-of-home advertising.

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I worked closely with advertising agencies to make sure creative execution stayed true to each title's positioning while remaining flexible enough to resonate across different platforms and reader segments — requiring a deep understanding of market trends, reader behavior, and cultural relevance to build 360° strategies that lifted brand awareness and translated directly into sales.

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Beyond campaign development, I organized client events to present new releases and publishing deals, strengthening relationships with key retail and business partners. I also designed and executed experiential events aimed at influencers, content creators, and readers — generating authentic conversation and engagement that culminated in measurable sales results.