Strategy
As CX Engagement Lead, I centralized and led the Engagement Operations across all Latin Center countries. This involved:

  • Real-time content moderation and social listening to trigger alerts and guide content strategies.

  • Publishing and managing content across channels.

  • Analyzing performance data to iteratively improve content effectiveness during the tournament.

For the Trophy Tour in Bogotá, your focus sharpened on live content production, curating user-generated content, proposing data-backed editorial ideas, and managing live engagement with local audiences during the Trophy’s arrival.

Execution

  • Regional Content Hub (Bogotá): A dedicated team of 18 specialists produced, approved, and published real-time assets—photos, videos, GIFs—for Coca-Cola and Powerade digital platforms across 33 countries.

  • Social coordination: Managed comment moderation, posted content, and monitored sentiment.

  • Data feedback loop: Used engagement metrics to refine content formats and messaging over the course of the World Cup.

  • Trophy Tour Activation: Captured and curated real-time moments around the Trophy in Bogotá, amplifying local excitement and feeding regional channels with localized, emotionally resonant content.

ROLE

CX Engagement Lead

YEAR

2018

2018 FIFA World Cup

Coca-Cola & Powerade Latin Center.

Overview
During the 2018 FIFA World Cup, Coca-Cola Colombia established a regional Content Hub in Bogotá, designed to produce and distribute real-time digital content (photos, videos, GIFs) for 33 countries across Latin America and the Caribbean. The primary goal was to fuel social media engagement across Coca-Cola’s and Powerade’s Latin Center ecosystem, reinforcing the campaign “Listos Para” and elevating regional digital activation.

Challenge
Coca-Cola needed to elevate its digital presence during a massive global event by creating culturally resonant, timely, and engaging content across numerous platforms. The complexity lay in coordinating content creation and community engagement across diverse markets—while responding in real time to the dynamic world of social buzz.

My Role

As CX Engagement Lead:

  • Establishing and managing workflows to detect social media trends, community issues, and engagement opportunities.

  • Ensuring seamless, synchronized content publishing across multiple platforms and countries.

  • Coordinating with digital, creative, and client teams to align rolling content with brand and campaign objectives.

  • Leading on-the-ground content strategy during the Trophy Tour—curating experiences, proposing content formats, and delivering high-impact posts in real time.

Impact

  • WINA Gold Award 2019 for the Content Hub initiative—recognition of exceptional digital content strategy and execution across Latin America.

  • Real-time content delivery not only amplified Coca-Cola’s brand presence during the World Cup but also reinforced regional connection and resonance through culturally relevant storytelling.

  • Increased engagement metrics across platforms, thanks to agile social listening, localized content, and real-time responsiveness.

  • Positioned the brand as digitally agile, regionally connected, and socially attuned—a framework I helped operationalize.