Strategy
that helps creative
work work.
From creative to strategy. I came up at Leo Burnett and Sony Pictures, then led strategic planning at Superside. I write plans a creative team can actually work from.
AI-fluent, human-led. AI to speed up research, drafts, and briefs. Human judgment for every call that shapes the work.
The work, in outcomes.
Case studies are unbranded to respect NDAs. Real projects, real scope, no invented numbers.
How our strategy helped an electronic music pioneer beat its own content 2-to-1
People dream about playing long before they shop. The brand's content was arriving at checkout, after preferences had formed.
2x leads & engagement vs. brand-generated assetsHow our strategy helped a global energy supermajor see who really speaks for it in AI answers
The brief read like metadata cleanup. The evidence said more: the channel wasn't losing to peers, it was missing from the conversation about its own brand.
106 AI prompts auditedHow our strategy turned two YouTube channels into one growth plan for a workflow-automation leader
Active on YouTube across two channels with no shared direction. Content kept shipping, but volume was standing in for strategy.
YouTube video strategyHow our strategy helped a leading consumer investing app launch a first-of-its-kind retirement product
The product was a genuine first for its category. The risk: explaining it like a feature list instead of a milestone.
Launch campaign planningHow our strategy helped a top rideshare app court a new market with 24 localized ads
A new market isn't one audience. The city splits into distinct lifestyles, each with a different reason to take a ride.
24 ads · 3 rider segmentsHow our strategy helped a fast-growing homebuilder turn one video ask into a strategy and follow-on work
The brand wanted a single video with high-quality animation. Behind the request sat the real goal: stand out and drive traffic.
Video content strategyHow our strategy helped a global life-sciences supplier turn an approved framework into 25 assets and a live pilot
The messaging framework was approved, with nothing operational under it. The job: a plan the creative team could produce from right away.
25 assets · 18 emailsHow our strategy helped a Fortune 500 cybersecurity leader turn one hero video into a paid content system
A strong hero video validated the platform through analyst recognition. But one asset can't carry a whole paid channel plan alone.
Paid video content plan
What teammates and clients say
What makes Juan exceptional is his ability to take the unknown or the scary next step and make it feel possible.
Juan is an exceptionally sharp strategist who thrives in complex or ambiguous environments. He has a natural ability to quickly break down challenging briefs, identify the core opportunity, and translate it into clear, actionable strategies.
Alejandra · Head of Growth & Lifecycle Marketing Juan brings a strong strategic mindset to marketing, with a great ability to connect brand thinking with real business impact.
Manuel · Enterprise Sales Manager
Built in creative, sharpened on strategy.
Agency and client side · B2B, B2C, and D2C · English and Spanish
I lead strategy from the first discovery call to the creative briefing. I start with sales or customer success, sometimes project management, to pin down what the business needs. Then I shape the messaging and channel plan and brief the creative and production teams who build it. I stay close until it ships.
I came up as a writer: senior copywriter at Leo Burnett, then head writer and creative lead for Sony Pictures’ LATAM and Brazil networks. From there I moved into strategy, first in B2B demand generation, later at Superside. As Marketing Strategy Manager there, I led strategic planning and advised global brands like Microsoft and Palo Alto Networks on content and video. Today I’m lead strategist for European agencies on audit and strategy work for global brands.
I work well with lean teams, often joining mid-flight when there’s a hole where strategy should be. AI speeds up my research and first drafts. What goes in the brief is still my call.
Brands I've worked with: Microsoft · Zapier · Notion · Reddit · Twilio · Lyft · Palo Alto Networks · Coca-Cola · Diageo · WWF · Telefónica · Philip Morris International
Have something to build?
Tell me where the business needs to go. I'll help you plan the work that gets it there.
Juan Felipe
Arango
Brand and Content Strategist
- Remote
- EN · ES
- Colombia