Strategy your team can build from.
I work with lean teams, from startups to global brands, and I often join mid-flight. You get clear positioning, a plan, and a brief your team can actually make the work from.
What I help teams fix.
Messaging drift
The value proposition isn't sharp, and messaging pulls in different directions across channels.
Disconnected output
Creative and content keep shipping, but they aren't tied to business goals. Wasted effort and constant redos.
A strategy gap
Lean teams or recent turnover left a hole where strategy should be, and growth has plateaued.
Build your scope.
Most projects start with one area. Some need all three. Tap any item to see what it covers, and tick what you need to build your scope.
Brand Strategy
Who you're for, what you stand for, and how you say it.
Clear profiles of the people you sell to: what they need, what worries them, and what makes them say yes.
The core message and proof points every team and channel can use, so you sound like one brand.
Your positioning and promise, written down so every team builds from the same base.
A short brief that tells designers and writers exactly what to make, for whom, and why.
Content Strategy
What to publish and where, tied to what the business needs.
A calendar of what to publish and why, built around your audience and your goals.
A launch or push planned end to end: message, assets, timing, and how you'll know it worked.
Which channels to use, what each one is for, and where to put your effort.
Analysis & Measurement
Where you stand, what competitors do, and what to change next.
A clear read on what's working in your marketing and what isn't, with a prioritized list of fixes.
How your competitors position themselves and show up, and the open space you can own.
Your data and research turned into plain findings and next steps.
Your scope
0 pickedNothing picked yet. Tick the items you need, or add a whole area.
Ways to work together.
Most projects fit one of three sizes. Pick the closest, and we'll confirm the fit before anything starts.
Quick Win
- Duration
- 3 to 5 days
- Revisions
- 1 revision round
- Best for
- A tactical need with a fast turnaround.
Focused Project
- Duration
- 1 to 2 weeks
- Revisions
- 2 revision rounds
- Best for
- Work across one to four channels or competitors.
Deep Engagement
- Duration
- 2 to 3 weeks
- Revisions
- A halfway review plus 2 revision rounds
- Best for
- Work across four or more channels or competitors.
Exact scope and pricing are confirmed per project, before any work begins.
What teammates and clients say
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.
The process, in four steps.
- Diagnose
Understand the business, audience, and goals, and find the real opportunity.
- Frame
Set the positioning, the messaging, and the strategic brief.
- Plan
Map the content, campaign, and channel direction.
- Align
Brief the team, gather feedback, and check performance.
Need it built too?
When the work needs design, product, or AI execution to go live, it doesn't have to stop at the brief. One brief. One thread from strategy to a shipped product.
Design & UX
The design and user experience, built from the same brief as the strategy.
Development
Web and mobile builds, from a first MVP to production.
AI Automation
Automations that take repeat steps off your team's plate.
AI Agents
AI agents set up to handle a defined job in your product or workflow.
Questions teams usually ask.
How long does a project take?
Between 3 days and 3 weeks, depending on the size. A Quick Win takes 3 to 5 days, a Focused Project 1 to 2 weeks, and a Deep Engagement 2 to 3 weeks.
How does pricing work?
Every project is priced on its own. We agree on the exact scope and price before any work begins.
What do you need from me for a quote?
A few lines on the goal, the audience, your timing, and what exists today. If you built your scope above, send that too.
Can you join a team that's already mid-project?
Yes. I often join lean teams mid-flight, when there's a hole where strategy should be. The first job is getting everyone to clarity fast.
Do you work with agencies, or on pitches?
Yes, it’s most of my work right now: I’m lead strategist for European agencies on engagements for global brands. I came up in agencies like Leo Burnett, and at Superside I led strategic planning for client work. I can join as the strategy lead on a client project or as a consultant on a new-business pitch.
Where are you based, and what languages do you work in?
I'm in Colombia, on GMT-5, and I work remotely. I work in English and Spanish.
What happens on the discovery call?
It's 30 minutes. We talk through your goal, the gap, and whether a project makes sense.
Are you open to full-time roles?
Yes. If you're hiring for a strategy role, message me on LinkedIn.
Start with a 30-minute call.
By LinkedIn or email, send me a line on what you're working on and 2 or 3 times that suit you, with your time zone. I'll confirm one.
Juan Felipe
Arango
Brand and Content Strategist
- Remote
- EN · ES
- Colombia