Strategic communication · Digital marketing

7+ years helping brands get understood and remembered. Specialist in strategic communication

I define what to say, to whom and where, and I tell it through stories. I turn it into content, campaigns and training that people watch, understand and share, with data to prove it.

See work and results LinkedIn
Paolo Morán leading a training session with a microphone in front of an audience
Training teams
Paolo holding a reflector during a shoot with his team
On set
Paolo directing a shot next to a camera operator outdoors
Directing
+7years in marketing and communication
+1Morganic views, no paid media, on a story I told on video
+30communication campaigns since 2024
11×more views after redesigning a campaign
6platforms managed at once
01 · What I do

From message to result, in one profile

Strategy, content, data and team training. I can take an idea from the boardroom to the published piece and its results.

Strategic communication

Tone of voice, audiences, key messages and the role of each platform, aligned with leadership.

  • Messaging
  • Audiences
  • PR
  • Stakeholders

Storytelling and content

Stories people want to watch: vertical video, carousels and series with a consistent visual identity. One of them passed one million organic views.

  • Storytelling
  • Content calendars
  • Video
  • Copywriting

Digital marketing

Analytics, audience targeting, paid media on Meta, Google, YouTube and TikTok, and data-driven sales proposals.

  • Analytics
  • Targeting
  • Paid media
  • Media kits

Training

Guest trainer at El Salvador's Government Ethics Tribunal: I train teams in strategic and digital communication.

  • Workshops
  • Digital communication
  • Best practices

Trusted by:

Court of AccountsLado B con BruchEl Salvador Is a MustLegislative AssemblyDiiMOSEBPODaRoom Studio
02 · Work

Results you can see

Five projects, each with its challenge, what I did and the evidence behind it.

Case 01 · Brand repositioning

A 6-platform brand, redesigned from scratch

I was the first Digital Content Coordinator at El Salvador's Court of Accounts, the national audit institution. The brand posted text-heavy illustrations with no visual line. I defined the tone, audiences, the role of each platform and an identity built on real people.

Court of AccountsFeb 2024 – presentTeam of 3
982Kviews on the Audit Museum video on Instagram
334.6KInstagram views in the last 30 days
68.6Kviews on a post about the anti-bribery policy
Before2023
2023 Instagram grid with generic illustrations and blocks of text 2023 Instagram grid with notices and no common visual style

Generic illustrations, legal text, a different style on every post.

Now2026
Instagram profile with 334.6K views in 30 days and highlights by topic 2026 grid with a defined palette, photography and campaign series Electoral Certificate carousels and the Audit Museum video

Defined palette, photos of real staff, carousels, campaign series and highlights by topic.

Each post against the size of the community

Views on 24 recent posts, sorted. The line marks the 4,009 followers: half of the posts reach a large share of the community and the best ones exceed it dozens of times over.

Views per post (log scale)Followers: 4,009

Source: account Instagram insights, October 2026.

Case 02 · Public service campaign

The same procedure, told a different way

Anyone running for elected office needs an Electoral Certificate from the Court. In 2023 it was explained with a phone-recorded testimonial. In 2026 we turned it into a series with a spokesperson, a short script, dynamic captions, aerial shots and step-by-step posts.

Court of Accounts2026Video + carousels
2023Before
403views

Shot on a phone, no captions or branding. Instagram removed its audio.

2026With my team
4,600views

Spokesperson, dynamic captions, aerial shots and a branded close.

Same topic, same account

11×

more views

403 4,600 2023 2026
Case 03 · Service promotion

Selling a visit with a story

The Audit Museum is open to the public. Instead of announcing opening hours, we told what a group of students experiences: they arrive by bus, walk through the rooms and discover the history of public spending oversight.

Court of AccountsStorytellingVertical video
Promotional pieceAudit Museum

The story structure

01HookReal faces in the first seconds
02JourneyThe bus ride builds anticipation
03DiscoveryThe museum rooms and exhibits
04InvitationA close that prompts schools to book a visit

Why it works

Students, the audience we want to reach, see themselves in the piece. The story shows the experience of visiting the museum instead of listing hours and requirements.

Case 04 · Commercial strategy

From a big audience to a pitch for brands

A podcast with millions of views and no sponsors. I analyzed its four platforms and turned the data into an interactive media kit: why advertise, who watches, which formats exist and what they cost.

Lado B con Bruch2026Data + rate card
49.0Mviews across 4 platforms, Jan–Oct 2026
3.4×more monthly views since August
6priced formats with a package simulator

Average monthly views

The jump since August was the core argument for brands.

0 3M 6M 9M 2.9M 9.6M Jan – Jul Aug – Oct

Source: official insights from the show's four platforms.

Four audiences, four kinds of advertiser

Segmentation translates the audience into categories a brand recognizes.

The householdSupermarkets, pharmacies, education
The adult maleBeverages, automotive, telecom
The diasporaRemittances, airlines, real estate
WealthBanks, insurance, investment
See the full media kitladobmediakit.netlify.app · interactive, with a package simulator (in Spanish)
Case 05 · Digital marketing

Business content for the diaspora

Every El Salvador Is a Must episode launches with targeted paid media to reach Salvadorans at home and abroad who are interested in business and investment.

El Salvador Is a MustDec 2025 – presentMeta · Google · YouTube · TikTok

5 countries

El SalvadorMexicoColombiaArgentinaCanada

5 U.S. cities

Los AngelesMiamiNew YorkHoustonWashington D. C.
01AudienceInterests in investment and financial services
02CreativeVertical clip from the episode
03Paid mediaMeta Ads, Google Ads, YouTube and TikTok
04OptimizationReports every two days to shift the budget
03 · Skills

What doesn't fit in a chart

The skills employers ask for most, according to the World Economic Forum, and where I show them.

Leadership

I lead a team of 3 and align communication with senior leadership.

Initiative

First digital content coordinator at the institution: I built the function from scratch.

Innovation

I redesigned the visual line and introduced new formats: series, carousels and AI-assisted video.

Lifelong learning

Master's degree completed in 2025 and daily use of ChatGPT, Claude and Google Flow.

Analytical thinking

I use data to decide: the Lado B cross-platform study and paid media reports every two days.

Adaptability

Six platforms, two roles in parallel and audiences as different as citizens, brands and the diaspora.

Storytelling

I turn technical topics into stories. One of them passed one million organic views.

Empathy and listening

I write for the person receiving the message and train others to do the same.

Paolo combines rare professionalism with very solid strategic analysis. He doesn't stop at the idea: he studies the data, proposes a clear plan and carries it through until there are results. At Lado B con Bruch, his work helped us understand our audience and present ourselves to brands with concrete arguments.

Carlos Hermann Bruch · Lado B con Bruch · translated from Spanish
Paolo Morán with a microphone during a training session
04 · Training

I also train the people who communicate

As a guest trainer at El Salvador's Government Ethics Tribunal, I have trained public sector staff in strategic and digital communication: what to say, how to say it and on which channel.

4training sessions delivered at the Government Ethics Tribunal
Strategic communication
Digital and social communication
Clear messages for technical topics
Platform best practices
05 · Behind the scenes

Strategy that gets its hands dirty

I don't just direct from a desk: I'm on set with my team, from the idea to the shot.

Paolo holds a reflector while a colleague films with a camera and gimbal
Outdoor shoot with the communications team
Paolo points out a shot next to a camera operator in a forest
Directing a shot on location

How I work

01

DiagnosisWhat is being said today and what isn't landing.

02

StrategyTone, audiences and the role of each platform.

03

CalendarA monthly plan aligned with leadership.

04

ProductionShooting, design and editing with my team.

05

MeasurementData to decide what to repeat.

Portrait of Paolo Morán wearing glasses and a black denim jacket
06 · About me

A PR professional by training, a strategist by trade.

I started managing social media for brands at an agency, moved through a fintech and SEO and SEM campaigns, and today I lead digital communication for one of the most visible institutions in El Salvador.

That mix lets me speak the language of leadership, of the creative team and of data. I use AI (ChatGPT, Claude and Google Flow) to research, analyze and produce faster without losing judgment.

Master's degreeStrategic Marketing and Digital Communication · EUDE Business School
Bachelor's degreePublic Relations and Marketing · Universidad Evangélica de El Salvador
LanguagesSpanish (native) · English (advanced)
07 · Experience

7+ years of experience

Feb 2024 – present
Digital Content CoordinatorCourt of Accounts of the Republic of El Salvador

Digital strategy across 6 platforms, a team of 3 and 30+ informational and educational campaigns.

Dec 2025 – present
Digital Strategy and Paid Media ConsultantC&M Servicios Integrales · Lado B con Bruch and El Salvador Is a Must

Paid media per episode, audience targeting, performance reports and a sales proposal for brands.

Aug 2023 – Feb 2024
Communications and PR AdvisorLegislative Assembly of El Salvador

Legal topics explained in digital and TV formats; media coverage.

Nov 2021 – Jun 2023
Digital StrategistDiiMO Technologies · fintech

Ran the full marketing, advertising and social media function to generate loan applications.

Aug 2021 – Jun 2023
Digital Marketing RepresentativeSEBPO

SEO and SEM paid search campaigns.

Dec 2019 – Jun 2023
Social Media ManagerDaRoom Studio

Strategy, content calendars, copywriting and community management for client brands.

Contact

Does your brand need to be understood?

I'm looking for new challenges in strategic communication and digital marketing. Let's talk.

Send an email LinkedIn

paolomoran99@gmail.com · San Salvador, El Salvador