STRATEGY / CREATIVE
I work with brands to bring clarity to complex marketing challenges - from defining strategy and positioning to shaping creative direction and execution. My work sits at the intersection of brand, growth, and creativity, combining strategic thinking with a hands-on, collaborative approach.
Depending on the project, this can involve early-stage strategy, integrated marketing frameworks, or closer involvement in content, campaigns, and activation.
(STRATEGY / CREATIVE)
AREAS OF FOCUS
STRATEGY & PLANNING
Marketing & Brand Strategy
Growth, Acquisition & Retention
Customer Journey & Experience
Partnerships & Influencer Strategy
CONTENT & CREATIVE
Creative & Brand Direction
Content & Visual Strategy
Photography & Content Creation
DIGITAL STRATEGY
Integrated Digital Strategy
Ecommerce & DTC Strategy
Social & Content Activation
Lifecycle, Email & CRM
SELECTED PROJECTS
Cross-market GTM frameworks and deal strategy to scale Amazon across Prime Day, Black Friday and Spring Sale in the UK & EU.
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(01) Retail Events & Growth
Insight-led, creator-first paid social system to drive customer acquisition efficiency and support major retail events.
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(02) Paid Social Strategy
Launch strategy and partnership GTM for Amazon Fresh’s first Prime Video collaboration, driving awareness and store traffic.
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(03) Clarkson’s Farm Partnership
End-to-end creative direction and scalable content system to evolve Amazon Fresh’s visual identity across touchpoints.
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(04) Photography & Content
Creator-led seasonal campaign blending food storytelling, social activation and growth strategy.
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(05) Ben Lippett Partnership
Heritage brand strategy, visual identity refresh and GTM roadmap for a Portuguese olive oil brand founded in 1966.
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(06) Brand Repositioning
TESTIMONIALS
“Mariana has a rare ability to combine strategic clarity with strong commercial judgment. She doesn’t just generate ideas - she knows which ones matter, why, and how to execute them effectively. Her work consistently balances creativity with rigour, and she brings calm, focus, and direction even under pressure. She is someone I would trust with complex, high-impact work.”
— Ivette Orduno, Head of Brand at Amazon
“I worked with Mariana for nearly six years at Amazon, and she is one of the most thoughtful and capable marketers I know. She has a deep understanding of how brands, customers, and performance intersect, and she consistently brings fresh thinking grounded in data and insight. What sets her apart is her ability to zoom out when needed, without losing sight of the details that drive results.”
— Rianna Beaton, Data Scientist at TikTok
“Mariana consistently delivered creative solutions that drove real commercial impact. She has a strong instinct for customer needs and knows how to translate them into work that is both original and effective. Her collaborative approach and commitment to quality made her an invaluable partner across multiple projects.”
— Magdalena Stantzos, Senior Program Manager, Amazon
“Mariana brings people with her. She has a natural ability to align teams around a clear goal, dig into complex problems, and turn intention into action. Beyond results, she had a meaningful impact on how we worked together as a team - raising the bar while creating trust and momentum.”
— Former Amazon colleague
“Mariana’s superpower is her ability to deliver an exceptional amount of high-quality work in a short time, without losing focus or standards. She is proactive, highly organised, and consistently dependable. You always know that if Mariana is involved, the work will move forward - thoughtfully and decisively.”
— Former Amazon colleague
“Mariana has a rare ability to connect complex business challenges with practical frameworks that support both short-term performance and long-term growth. She brings operational excellence together with forward-thinking strategy, and leads by example rather than title. She is an outstanding contributor and a trusted voice in any room.”
— Former Amazon colleague
BRANDS I'VE WORKED FOR AND WITH
HOW I WORK
I work across fractional support, project-based consulting, and focused advisory, depending on the work. I tend to embed closely with teams - sometimes as a strategic partner, other times as a hands-on operator - taking projects end to end and staying close to the work as it evolves.
WAYS OF WORKING TOGETHER
Fractional / Project-based / Advisory / Full-time