Portfolio

I help beauty and fashion brands grow through social-first content and performance-driven strategies.
I combine creative storytelling with data to create content that connects and converts.

ICE TO MEET YOU

DIGITAL MARKETING & CONTENT SPECIALIST

I'M BERNI

mY CV

EDUCATION

Bs. in Graphic Design
Pontificia Universidad Católica de Chile

2016-2021

CERTIFICATIONS

META Social Media Manager
Adobe Social Media Content and Strategy
HubSpot Social Media Certification
Google Digital Marketing & E-commerce

Example feed #1

Skincare/ Beauty

Example feed #2

Example feed #3

Example feed #4

CONTENT DIRECTION & VISUAL STRATEGY

Influencer/ Travel

Pilates/Fashion

Cafe/ Restaurants

MY VIDEO WORK

Concept-driven video comparing product colors with food to create a strong visual hook and increase memorability.

Teaser-style content revealing a new collection through progressive visual storytelling and trend-driven editing

Educational marketing content designed to share insights and simplify complex ideas for a broader audience

Conversion-focused product video highlighting key use cases and solving everyday needs to drive purchase intent

EMAIL MARKETING

EMAIL CAMPAIGN – NEW COLLECTION LAUNCH

Designed to support the latest collection launch, targeting conscious, fashion-forward women.

Objective:
Introduce the new collection and drive traffic to the website during launch.

Strategy:
A storytelling-led email combining editorial visuals with a soft urgency approach to maintain a premium feel.

Results (estimated):
Open rate: 40–48% | CTR: 7–10% | Conversion: 2–4%

ESTEE LAUDER

THE RESULTS

They wanted to increase the people interacting with their content but also increase their Christmas sales. Also helped choosing and selecting influencers for the 2025 period.

Despite having a superior product, they lacked a cohesive community of loyal followers who actually are curious about what's next. Their content wasn't creating the brand awareness or emotional connection needed to stand out as the original and the obvious choice.

+32% organic reach growth within 2 months.

Community expansion from 52,300 to 55,200 followers, increasing in 5% the engagement rate.

18% increase in website click-throughs.

12% uplift in online sales attributed to Instagram traffic.

Improved brand recognition, with 3 organic customer mentions in user-generated stories.

Launch micro-influencer collaborations (5K–20K followers) to boost credibility and reach.

Consistent posting schedule (4 times per week) with storytelling-driven captions.

Engaging content showing the new products, increase the number of reels and carrousels.

PLATFORMS MANAGED

THE STRATEGY

DURATION

INDUSTRY

1 year 2 months

Instagram

THE CHALLENGE

Beauty

INFLUENCER MARKETING

Driving brand awareness and conversions through strategic creator partnerships

MY EXPERIENCE:

Outreach & relationship building.
Campaign strategy.
Negotiation & deliverables.
Performance tracking.
Creator sourcing & vetting.

I FOCUS ON:

Audience-brand fit (not just follower count).
Content that feels native, not ads.
Long-term partnerships over one-off posts.
Micro/ macro influencers with high engagement.

CAMPAING EXAMPLE:

Goal: YSE wanted to position themselves as one of the leading beauty brands with an event and PR in Miami.

Strategy: 5 micro and macro influencers on Instagram and Tiktok, US based audiencie, strong aesthetics and beauty/lifestyle creators.

Result: +187K reach / +8% engagement.

BRANDS I'VE WORKED WITH

Gifting PR for influencers, to help start building a relationship with the brand
Event invitations and brand trips
Paid partnerships (incluiding brand deals, paid ads, UGC content)

Berni is amazing! Super hardworking and smart, she is really passionate about what she is doing, she help us with our social media in a very critical time, close to a cyber day and also she help us to get ready for Christmas, which is the most important time of the year for us. She work in our social media directly for 3 months and then she got ready content calendar for the next 3 months, it worked really amazing! I defintely recommend her.

Javiera

★★★★★

The very first step about working together. What do I need from you in order to start. So the first step is auditory and research. I will analyze your brand, its current digital presence (or that of competitors if the brand is new), and the market. I identify opportunities, strengths, and areas for improvement.

I will move onto content and strategy planning and setting up the Content Calendar for posting. I will organize an editorial calendar with content ideas, posting frequency, and optimal publishing times, aligned with the business objectives.

I define communication pillars and develop visual content pieces (posts, stories, reels) and optimized copy (persuasive copywriting + hashtags), all tailored to the brand’s visual and narrative style. (this is step is the longest)

In this step you have to approve the process of the content (and the content). I need to make that you know that you need to approve your content in a timely manner in order to move onto the next step and final.

Finally! Posting on your social media!. I’ll explain you what will happen once a start posting. We also need to think about the next steps. Should we start planning the next month's calendar? Will you need more content? These are important things to know!

TIMELINE

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CONTACTS

berni.tapia97@gmail.com
Whatsapp: +569 42786426
Instagram: bernitapiac
Kakao Talk: berni97

Social Media Strategist