Social Media & Brand Strategist

Who is WellPass? WellPass is a fitness class reservation platform I co-founded — think ClassPass, built for the Venezuelan market. Members buy credits and use them to book classes across partner studios, all in one place. Building WellPass meant building everything at once: the product, the brand, and the audience. From zero.

My Role: As co-founder and head of marketing, I owned the brand completely — from the name and visual identity to the voice, the content system, and the full go-to-market strategy.

I built the Instagram presence from scratch (@wellpass.ve), developed the editorial content system across three content pillars, ran Meta Ads campaigns, managed influencer and studio outreach, and built the re-engagement strategy for registered users who hadn't purchased yet. I also wrote all UX copy for the platform and worked closely with the tech team on conversion optimization — making sure the brand experience was consistent from the feed all the way through the app.

Launching your own brand is the ultimate proof of concept. You can't fake results when it's yours.

Built the full brand identity from scratch: name, visual system, voice, and content pillars

Launched @wellpass.ve from 0 on Instagram

Ran Meta Ads campaigns while managing organic content and influencer outreach simultaneously

Developed re-engagement strategy targeting registered non-purchasing users

Wrote all platform UX copy and collaborated on conversion optimization with the tech team

Platforms: Instagram · Meta Ads · Email Marketing