As a Digital Marketing Project Manager at Maradentro Agency, I led the digital and brand strategy for ACE Orzuma, the Santa Marta-based franchise of the American hardware and home improvement giant, ACE. Although well-known internationally, the local perception of ACE Orzuma was poor, seen as expensive and niche, resulting in low in-store traffic and weak brand recognition.

ACE Orzuma needed to redefine its presence in the Caribbean Colombian market and stand out, especially after a major competitor, Home Center, opened nearby. We needed a fresh, localized, and engaging approach to connect with our audience and boost both visibility and sales.

Weak brand positioning in the local market

Misconceptions about pricing and product range (e.g., "only marine products")

Low in-store traffic despite a central location

Entry of a large national competitor (Home Center)

Need to shift perception: from expensive/imported to relatable/solution-driven

As Account Manager and Digital Marketing Project Lead, I was responsible for:

Audience and competitor analysis

Strategic campaign planning

Social media content strategy and management

Coordination with creative and media teams

Client communication and reporting

Paid media campaigns (Meta Ads, Google Ads, Display)

Local media outreach (radio spots, advertorials, billboards)

Visual content production and copywriting

Campaign performance tracking and optimization

We created a bilingual character-driven campaign starring Adam Cooper (aka Mr. ACE), a real American expat living in Santa Marta, who embodied the “gringo turned costeño” persona. Through humor and cultural immersion, Adam became the friendly, recognizable face of the brand, solving everyday household and DIY problems with ACE products.

This strategy localized the international brand, creating emotional and cultural connection while highlighting the quality of ACE’s American-made products.

Identified audience pain points, stereotypes, and product misconceptions

Audited competitors (local hardware stores + Home Center)

Developed narrative and character concept (Mr. ACE)

Built visual identity, tone of voice, and storytelling assets

Structured messaging pillars around humor, expertise, and “solutions”

Social media teasers and character intro

Facebook, Instagram, and Google Ads campaigns (video + static)

Branded in-store visuals and point-of-sale material

Radio spots and billboard campaigns

On-site brand activation with character appearance

Launched digital interactions via contests and videos

Monitored brand mentions and community feedback

Responded with a light-hearted, bilingual tone

360 campaign

30+ social media assets (videos, reels, statics)

Google Search & Display Ads

Radio spot copy and voiceover coordination

In-store event coordination and branded visuals

Monthly performance reports

Meta Ads Manager (Facebook & Instagram)

Google Ads & Display

Adobe Suite

Google Analytics

Monday.com & Trello (internal coordination)

This campaign exemplifies the power of localizing a global brand through human connection, humor, and cultural relevance. It wasn’t just about selling tools, it was about positioning ACE as the go-to solution for Santa Marta’s homeowners and builders. The character-driven strategy helped reshape perception and drive real, measurable growth.