Rocio Diestra

About

Social media & creative strategist with 5+ years of experience building content systems that drive engagement and growth. I combine design, storytelling, and performance thinking to create content that looks great and performs. Experienced leading end-to-end social programs for beauty and wellness brands, developing scalable content systems, architecture for brand storytelling, and collaborating across product design, publishing, and marketing. Published author with Penguin Random House; worked with Adidas, Vogue Spain; built Illustration System for Alicorp; Led UGC-driven campaigns and strategy.

Experience

• Social Media Strategist · Viral Drop01-01-2024 – 12-31-2025

  Led end-to-end social media for beauty and wellness brands, combining strategy, storytelling, and performance. Developed content strategies and calendars based on audience insights, trend research, and platform behavior. Identified high-performing formats, hooks, and narratives to improve reach and retention. Scripted, directed, and edited short-form video with a strong focus on performance and clarity. Managed UGC creators end-to-end (sourcing, briefings, creative direction, feedback), improving consistency and output quality. Translated brand positioning into scalable content systems across social platforms.

• Design Consultant · NEEE Spaces GmbH11-01-2023 – 12-31-2023

  Designed a product prototype in Figma focused on usability and NFC interactions. Developed a full Service Blueprint, mapping user journeys and operational touchpoints. Led workshops on storytelling, content, and illustration in Lima and Barcelona.

• Visual Designer · Alicorp05-01-2022 – 12-31-2023

  Created and scaled the company’s first Illustration System, ensuring consistency across products and channels. Contributed to the Design System rollout across teams and business units. Designed visual assets for digital products, web, and print. Supported internal branding initiatives and cross-team collaboration workflows.

• Freelance Creative Strategist & Content Producer · Self-employed05-01-2018 –

  Developed content strategies and creative direction for brands across lifestyle, beauty, and publishing. Created high-performing social content (UGC-style videos, carousels, storytelling formats). Built visual systems and illustration libraries for scalable brand content. Led projects across packaging, editorial, branding, and digital campaigns. Published author with Penguin Random House. Gro w personal audience to 600K followers across platforms. Led workshops on storytelling, content, and illustration in Lima and Barcelona. Selected clients included Adidas, Vogue Spain, Faber-Castell, Absolut Vodka, Stella Artois, Penguin Random House, Puma, and Cabify.

Education

• Nuclio Digital SchoolMasters, Digital Product Management
• Universitat Politècnica de Catalunya / Universitat de BarcelonaMaster, Art Direction
• University of LimaBachelor, Architecture and Project Management
• University of Venice (IUAV)Exchange, Architecture (Student Exchange)

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