Role: Senior Social Media Strategist | Dieste Inc (2024)
To better reflect the diversity of the Hispanic/Latino community, AARP En Español rebranded to AARP Latino, expanding its reach to bilingual and English-preferring Hispanics. Many Latinos engage with content in both English and Spanish, depending on the topic, yet still seek cultural relevance in what they consume. Research showed that 61% of Hispanic/Latino adults 50+ prefer English or exclusively communicate in English, reinforcing the need for a more inclusive approach.
Beyond developing the social media strategy, I played a key role in educating and guiding the client through this transition. By leveraging audience insights and engagement trends, we demonstrated that language alone does not define Hispanic identity—cultural nuance and relevance matter just as much. This helped secure internal alignment and positioned AARP Latino as a space where language is a choice, but culture remains at the center.
Through teaser content, a bilingual launch announcement, and refreshed visuals, we successfully built excitement and awareness across Facebook and X, ensuring a smooth transition that resonated with the community.