Joaquin B.

I’m not a strategist who only knows content from a deck. I’ve been on both sides: building brands and being the creator in front of the camera. Today, I lead Brand & Creative Strategy for El Guapo Men’s Care, a New York-based DTC brand, working across positioning, customer insights, paid social, organic, UGC, messaging and creative testing. I work directly with designers, creators and paid media from idea to execution and iteration. Before that, I led Brand & Creative at LEVEL, a beauty-tech brand I helped build from the ground up. I managed paid, organic, influencers, UGC, design and production. Our campaigns generated 3.9M+ impressions and helped drive multiple product sell-outs. I also worked at Kiehl’s / L’Oréal, managing influencer marketing across 200+ creators, from scouting and negotiation to creative direction and performance. And I’m a creator myself, with 135K+ followers across Instagram and TikTok. I write hooks, create content, negotiate my own partnerships and understand what makes people actually stop, watch and engage. That combination is my edge: brand + performance + creator. I can help with: • DTC Creative Strategy & Paid Social • Meta Ad Concepts, Hooks & Creative Testing • UGC & Influencer Marketing • Brand Positioning & Messaging • Organic Social & Short-Form Content • Creative Direction & Production • Performance Analysis & Iteration I’m not here to fill a content calendar. I’m here to understand the business, find the angles worth testing, turn them into creative, and use the results to decide what we do next. If that’s what you need, let’s talk.