Expertise across industries.
I build marketing, acquisition, and communication systems across industries where trust, timing, and conversion matter. Twelve years of operator work in healthcare, government, political campaigns, non-profits, and global brands.
AI Visibility and Search Strategy
Generative Engine Optimization (GEO), Answer Engine Optimization (AEO), Search Engine Optimization (SEO), LLM presence analysis, entity building, FAQPage schema, JSON-LD structured data, and AI marketing automation.
Applied at: Tersefy (founder, 2025 to present), Washington Vascular Specialists (Senior Marketing Consultant, 2021 to 2023), VIDA Wellness & Beauty Center (CSMO, 2023 to 2026, AI Closer System roadmap).
Documented result: AI Closer System supporting 18,000+ monthly inbound patient inquiries across 5 specialists with sub-minute first response.
Marketing and Revenue Operations
Performance marketing, paid media governance, P&L management, zero-based budgeting, ICP segmentation, pricing strategy, customer experience design, conversion optimization, and customer acquisition cost reduction.
Applied at: VIDA Wellness & Beauty Center (CSMO), UNETE (Senior Digital Strategy Manager), Washington Vascular Specialists (Senior Marketing Consultant).
Documented result: Reduced Cost Per Surgery from $1,300 to $490 (a 62% reduction) at VIDA while cutting overall ad spend 20%. See the full VIDA case study.
Cross-border MX-US Growth
Bilingual EN/ES content systems, cultural translation of value propositions, US patient acquisition for Mexican specialty practices, cross-border partnership development, and binational performance marketing.
Applied at: Tersefy, VIDA Wellness & Beauty Center, Washington Vascular Specialists, UNETE.
Documented result: Multiple cross-border channels producing measurable acquisition outcomes for US-based patients and donors.
Political and Government Communications
Political campaign strategy, election-day field operations, opposition research, data-driven narratives, executive communications, press relations, crisis communications, and public sector positioning.
Applied at: Principal Consultant (independent practice, 2017 to 2021) for candidates at federal, state, and municipal levels in Mexico; Deputy Director of Communications at City of Boca del Río (2017 to 2021).
Documented result: Multiple winning political campaigns across electoral cycles. Launched Visit Boca city tourism brand achieving +270% web traffic and +60% engagement.
Brand Strategy and Creative Direction
Brand strategy, creative direction, content systems, technical SEO, editorial production, multi-account communications, and integrated campaign execution for enterprise brands.
Applied at: Agency Gallo Reyna (Creative Director, 2014 to 2017) for Dell, Amazon, Toyota, and Microsoft alongside regional clients.
Documented result: Increased agency profits by 30% while leading a 15-person creative team.
Medical Tourism Strategy
Patient acquisition systems, doctor reputation and credential strategy, trust signals for cross-border patients, treatment page optimization, conversion funnels, and AI-driven patient inquiry handling.
Applied at: Tersefy (founder), VIDA Wellness & Beauty Center (CSMO), Washington Vascular Specialists (Senior Marketing Consultant).
Documented result: The methodology that became Tersefy. See the VIDA case study for details.
Content Systems and Editorial Production
Bilingual EN/ES content systems, editorial production at scale, ghostwriting across verticals, newsletter operations, technical SEO content, and AI-extractable content architecture.
Applied across: The Insider Dispatch (active weekly newsletter), Tersefy publications, and 6,000+ ghostwritten articles across medical, wellness, lifestyle, marketing, and tech verticals.