An established skydiving brand with real market presence. A TikTok account launched from zero. An Instagram community scaled to new heights — with bookings to match.
Xielo wasn't starting from nothing. They had brand positioning, a real operation, and an existing audience in the Colombian skydiving market. But their digital strategy had untapped potential: Instagram was growing organically without structure, and TikTok — the platform most aligned with their product's emotional power — didn't exist for them yet.
The challenge was twofold: launch and grow a TikTok account from zero to meaningful scale, while simultaneously taking Instagram from organic momentum to a structured, conversion-driven strategy. And do it all within a unified approach that translated social growth into real business outcomes — bookings, not just reach.
I developed and implemented a comprehensive social media strategy aligned with Xielo's business objectives and brand positioning — coordinating organic, paid, and influencer channels into a single, unified system rather than isolated efforts.
TikTok — built from zero. Account creation, content strategy, creative direction, and community management launched from scratch. High-frequency, emotionally-driven content designed to make someone watch a 30-second clip and immediately want to jump out of a plane. I stayed continuously updated on TikTok's algorithm shifts and trend cycles, adapting the content strategy in real time to maintain growth momentum.
Instagram — structured for conversion. Took existing organic traction and built a structured content calendar and creative system around it. The goal shifted from passive posting to active audience growth and booking intent — measurable at every stage.
Paid media — launched, optimized, scaled. Managed all paid channels end-to-end: campaign setup, audience segmentation, creative testing, budget pacing, optimization, and performance reporting. Every campaign decision was tied to ROI, not just reach.
Influencer campaigns — 300K to 1M. Developed and executed influencer strategies from the ground up — talent research, outreach, briefing, content coordination and approval, and post-campaign reporting. Campaigns were built around creators with audiences between 300K and 1M followers: large enough to move the needle, focused enough to convert.
Creative team leadership. Led the creative team responsible for content production — directing shoots, reviewing deliverables, and maintaining the quality and consistency of content across every format and platform.