Paolo Morán — Strategic communication and digital marketing

01 · The problem

Posting more doesn’t mean communicating better.

Many brands and institutions produce content every day and still can’t get their audience to understand, remember or act.

01

Messages nobody understands

Technical topics explained in technical language. People scroll past.

02

Channels without direction

Every platform posts the same thing, with no clear role or defined audience.

03

Content without a story

Notices and one-off posts that inform, but nobody remembers or shares.

04

Data without decisions

Views and followers get reported, but nothing changes the next month.

Sound familiar?

Tell me about your case

02 · What I do

Strategy, content and data pointing the same way.

I can take an idea from the boardroom to the published piece and its results.

Strategic communication

Tone, 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.

Storytelling
Calendars
Video
Copy

Digital marketing

Analysis, targeting, paid media on Meta, Google, YouTube and TikTok, and data-backed sales proposals.

Analysis
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

03 · 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

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

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.

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

04 · Trust

Brands and institutions that have trusted my work.

Public sector, media, fintech and agencies: different audiences, same method.

7organizations

Court of AccountsPublic sector

Legislative AssemblyPublic sector

Lado B con BruchPodcast & media

El Salvador Is a MustBusiness content

DiiMO TechnologiesFintech

SEBPODigital marketing

DaRoom StudioCreative agency

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 executes it until he sees results. At Lado B con Bruch, his work helped us understand our audience and pitch to brands with concrete arguments.

Your brand could be next.

Let’s work together

05 · Method

Understand, build, optimize.

Three steps so communication has direction and can be measured. And I do it on set, not just from a desk.

Paolo holds a reflector while a colleague films with a camera and gimbal

Paolo points out a shot next to a camera operator in a forest

01

Understand

An audit of what is communicated today, to whom and what isn’t landing. I define tone, audiences and the role of each platform.

02

Build

A monthly calendar aligned with leadership, and production with my team: shooting, design, editing and copy.

03

Optimize

I measure every piece and every ad, report, and decide what to repeat, what to adjust and where to move the budget.

Shall we start with the audit?

Book a conversation

06 · Channels

Channels and tools I master.

Six organic platforms at once, paid media on the main ad systems and AI built into my daily work.

Social media · organic

FacebookCommunity
InstagramVideo and carousels
TikTokVertical video
LinkedInBrand and PR
XNews cycle
YouTubeLong-form video

Paid media

Meta AdsFacebook and Instagram
Google AdsSearch and display
TikTok AdsTikTok Promote
YouTube AdsVideo ads

AI and production

ChatGPTResearch and copy
ClaudeAnalysis and strategy
Google FlowAI video
CanvaDesign

Logos belong to their respective owners and are shown only to indicate experience on each platform.

Portrait of Paolo Morán wearing glasses and a black denim jacket

07 · About

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, the creative team and the data. I use AI (ChatGPT, Claude and Google Flow) to research, analyze and produce faster without losing judgment.

Master’sStrategic Marketing and Digital Communication · EUDE

Bachelor’sPublic Relations and Marketing · UEES

LanguagesNative Spanish · advanced English

Leadership

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

Initiative

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

Innovation

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

Lifelong learning

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

Analytical thinking

I read data to decide: a cross-platform study for Lado B and ad 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 whoever receives the message and train others to do the same.

4

I also train the people who communicate

Training sessions delivered as a guest of El Salvador’s Government Ethics Tribunal for public-sector staff.

Strategic communication
Digital communication and social media
Clear messages for technical topics
Platform best practices

08 · Experience

7+ years of experience

Feb 2024 – present

Digital Content CoordinatorCourt of Accounts of El Salvador

Digital strategy across 6 platforms, a team of 3, 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, targeting, reporting and a sales proposal for brands.

Aug 2023 – Feb 2024

Communication 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 marketing, advertising and social media to generate loan applications.

Aug 2021 – Jun 2023

Digital Marketing RepresentativeSEBPO

SEO positioning and SEM paid search campaigns.

Dec 2019 – Jun 2023

Social Media ManagerDaRoom Studio

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