Led the brand repositioning and

Led the brand repositioning and digital strategy for Ali Balbiani, a beauty professional, educator and mentor with an established audience in Uruguay and Argentina.

The project began with a full social media audit covering audience quality, engagement, visual consistency, positioning, bio structure, content performance and conversion paths. I benchmarked the account against beauty and aesthetics brands across multiple international markets, then translated the findings into a new brand and content system.

I restructured the Instagram presence around three business pillars — Clinic, Academy and Mentoring — defining the visual direction, content architecture, pinned-post strategy, editorial rhythm and conversion journey for each audience.

The work expanded into Ali’s digital launch ecosystem, including the landing page and campaign experience for Código Secreto, connecting the new positioning across brand, social content and conversion.