Hola! I am Lucila, an Argentine-born, PDX-based strategist that loves to solve problems.

I AM


a people person. I love studying behavior, identifying patterns, and dreaming up fresh solutions to old problems.  

a team player. I want to be a part of a fantastic team and have a chance to learn from industry giants while mentoring junior strategists. 

a helper. I strive to make clients happy, the creatives inspired, and the agency proud. 

a learner. I have a Master’s degree in Strategic Communication, which trained me to conduct any kind of research necessary to unlock the most unique and illuminating insights. 

an optimist. When others see problems, I see opportunities to learn, grow, and experiment.

a futurist. I’m constantly reading trend reports to understand (and predict) the forces that shape our culture.

a jack-of-all-trades. My experience as a chef, teacher, journalist, interpreter, producer, editor, party planner, and communicator is the foundation that makes me a one-of-a-kind strategist.

scrappy AF. My years of experience in a small agency allowed me to continuously find new, surprising ways to inspire great creative work.

global. I’m foreign enough to know our cultural differences and local enough to understand them. I’m also legally able to work in the United States, Argentina, and the European Union-- A ready-made international problem-solver.

Some of my favorite clients

Here’s what I can do for you

Research

  • Interviews

    I will design and conduct interviews with key stakeholders, employees, and ideal/potential customers in order to get deeper insight into their relationship to a brand/category.

  • Focus groups

    I will design, conduct, and analyze small group conversations that will give us some juicy tidbits about an audience.

  • Ethnography

    I will immerse myself in any culture and tribe until I see life through their eyes, bringing rich insights to the creative team.

  • Workshops

    I will design and conduct fun worshops with clients in order to understand the essence of a brand.

  • Surveys

    I will design, administer, and analyze surveys in order to unlock findings at a mass scale.

  • Secondary

    I will devour industry reports, scholarly articles, documentaries, blogs, reviews, posts and pretty much anything I come across that will give me a sense of the situation to be analyzed.

Strategy

  • Communication analysis

    I will review every piece of communication a brand has created to understand their essence and identify problems and opportunities.

  • Competitive landscape

    I will analyze the shit out of the competitors, find their strengths and weaknesses, and identify areas of opportunity for us to shine.

  • Cultural analysis

    I will continue my life-long analysis of cultures and tribes and the forces that shape human behavior.

  • Audience

    I will define the audience by finding the sweet spot between a client's wants/needs, the competitive landscape, and their place in culture.

  • Briefs

    I will craft simple and inspiring documents that will inform brilliant and provocative work.

  • New business pitches

    I will analyze a potential client's place in culture and identify the opportunities that will inform a killer (and winning) strategy.

Brand

  • Platform

    I will craft a brand's purpose, promise, role, positioning, contribution, and values with all the gems gathered in the discovery process.

  • Voice

    I will define (and evolve) a brand's voice and use my sixth sense to test every piece of communication against it.

  • Messaging

    I will craft a map that will serve as a message hierarchy to inspire website and social copy, internal communications, and other aspects of the brand experience.

  • Personas

    I’ll go DEEP to truly understand every aspect of our audience's life, break it down into personas with specific personalities and behaviors. And I won’t stop until they feel like real real people.

  • Product

    I will create an architecture of existing and potential products based on industry analysis and consumer needs.

  • Trends

    I will devour every trend report and curate ongoing presentations with the key insights (and predictions) that will surprise and delight the creative team.

In order to respect the privacy and confidentiality of former and current clients, I chose to keep my projects away from the eyes of the internet.

However, if you’d like to learn more about specific projects I worked on, I’d be happy to provide some samples.

Thank you for visiting!
I hope I get a chance to meet you