Marketing Organizations - Lunave

Context

As the agency scaled across teams and disciplines, operational coordination, communication structures, and cross-functional collaboration became increasingly complex.

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Problem

Teams operated with inconsistent communication, accountability, and collaboration processes, creating friction across departments and limiting operational alignment and innovation visibility.

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Approach

Designed and led organizational initiatives focused on operational enablement, communication systems, leadership visibility, and cross-functional collaboration.

Initiatives included:
•Work Smarter, Not Harder workshops
•cross-department operational exercises
•organizational self-assessments
•accountability and negotiation frameworks
•Women of Luneiv leadership initiative
•innovation and representation-focused programming

The initiatives intentionally brought together participants across organizational levels and disciplines to strengthen shared operational language and collaboration structures.

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Outcome

The programs evolved into recurring cross-functional committees and operational initiatives focused on improving communication, organizational visibility, innovation participation, and collaborative problem-solving across the agency.

The work established stronger cross-team alignment while reinforcing organizational culture as part of operational infrastructure.

Context

Brands across automotive, entertainment, and consumer categories needed deeper visibility into audience behavior, conversational patterns, buyer intent, and content performance across digital ecosystems.

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Problem

Traditional reporting structures often focused on surface-level engagement metrics while missing broader behavioral signals, category dynamics, customer intent, and market positioning opportunities.

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Approach

Led the development of marketing intelligence and social listening analysis frameworks combining:
•conversational analysis
•audience behavior
•API-based data extraction
•content benchmarking
•category mapping
•buyer intent analysis
•cross-brand comparison

Projects included:
•Apple Music ES content intelligence
•automotive buyer intent analysis
•influencer performance evaluation
•LATAM category research
•content optimization frameworks

Analysis systems were developed using:
•API extraction workflows
•R-based automation
•cross-channel benchmarking
•performance distribution analysis
•qualitative + quantitative signal evaluation

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Outcome

The intelligence frameworks supported:
•content optimization
•audience segmentation
•performance benchmarking
•strategic media planning
•buyer funnel alignment
•influencer evaluation
•cross-market analysis

The systems also improved visibility into conversational behavior, performance distribution, and category-level audience trends across multiple LATAM markets.

Context

Brands often struggled to identify which organic social content was most likely to benefit from paid amplification before performance peaks had already passed.

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Problem

Paid media investment decisions were largely reactive, limiting the ability to prioritize high-potential organic content early enough to maximize amplification efficiency.

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Approach

Developed an experimental R-based analysis system using Facebook API data to identify organic content with strong amplification potential based on early engagement behavior.

The system evaluated:
•organic performance velocity
•post engagement behavior
•comparative post distribution
•outlier performance signals

and estimated potential paid media outcomes using average CPC and CPM benchmarks across categories.

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Outcome

The project established an early-stage predictive framework for identifying high-performing organic content and supporting more informed paid amplification decisions.

The initiative also expanded the agency’s experimentation around data-driven media prioritization and automated performance analysis.

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Context

Enterprise clients across LATAM lacked centralized visibility into campaign, content, and brand performance across channels, teams, and markets.

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Problem

Reporting workflows were fragmented, manual, and slow, limiting both client visibility and internal operational responsiveness. Teams relied heavily on static reports and disconnected data sources, making real-time analysis and cross-channel evaluation difficult.

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Approach

Designed and led the development of LORD (Lunave Online Reporting Dashboards), a centralized reporting infrastructure integrating multi-source marketing and analytics data into a unified operational visibility system.

The platform connected:
•Facebook
•Instagram
•Google Analytics
•Google Ads
•Facebook Ads
•Twitter
•custom campaign data

to support:
•cross-brand reporting
•channel analysis
•campaign visibility
•real-time operational monitoring
•client communication workflows

The dashboards also created direct visibility for internal creative and strategy teams, reducing dependency on delayed reporting cycles.

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Outcome

The reporting infrastructure transformed fragmented campaign reporting into a centralized operational intelligence system supporting real-time visibility across brands, channels, and markets.

Internal reporting delivery time decreased by approximately 80%, while both clients and internal teams gained faster access to campaign insights, performance visibility, and operational decision-making.