Content Strategy

Audience Journeys

Content Design

Content Operations

SEO + AI Search

CMS + Web

Bilingual Content

AI Workflows

Information Design

Hola, soy Karen

I turn ideas into content people can find, understand, and connect with.

I’m a senior bilingual content strategist working across customer journeys, campaigns, websites, search, and content operations. I turn audience insights into practical experiences, from landing pages and lifecycle content to the systems that help teams deliver and improve the work over time.

Strategy starts with context.

I like taking an idea, understanding who it needs to reach, and figuring out the clearest way to bring it to life.

My work often begins with a messy question: Who is this for? What do they need to understand? And what will help the team deliver it consistently? From there, I might shape a landing page, build a search strategy, map an audience journey, or create a workflow that makes the next project easier.

Selected Work

Projects that started with a question, a gap, or an idea worth exploring.

01Campaign Strategy · Audience Journeys · CRM Content

Parent Nurture Campaigns Across the Enrollment Journey

Targeted nurture content for three parent groups at key points in the enrollment journey, shaped around what each family needed at that stage.

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02AI-Assisted Content · Content Operations · Workflow Design

Building an AI-assisted content tool for 45 schools

A custom tool that brings curriculum guidance, school context, search data, and voice standards into the first draft, reducing production time by 60 to 80 percent.

reduction in production time: 60–80%reduction in production time
schools supported: 45schools supported
growth in monthly sessions: 25%growth in monthly sessions
solo build time: 1 monthsolo build time

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03Content Strategy · SEO · Audience Insights · Multi-Brand

Building a local content program across 42 brands

A multi-brand editorial program connecting parent questions, localized blogs, social content, search strategy, and reporting across 42 early education brands.

brands supported: 42brands supported
growth in monthly blog sessions, Jan–Mar: 25%growth in monthly blog sessions, Jan–Mar
social impressions: 39,184social impressions
leads in active pipeline: 73leads in active pipeline

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04Content Design · UX · SEO · SME Interviews

Turning curriculum expertise into parent-friendly landing pages

Landing pages shaped through expert interviews, parent questions, search intent, and a clearer information hierarchy.

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05Data Storytelling · Information Design · Research

Turning survey data into a story therapists can use

A national survey turned into a story licensed therapists can actually use, built from raw weighted microdata and tested with clinicians.

of U.S. adults used AI for mental health advice: 15.6%of U.S. adults used AI for mental health advice
trust AI “not much” or “not at all”: 76.7%trust AI “not much” or “not at all”
of AI users later saw a licensed professional: 41.7%of AI users later saw a licensed professional
survey respondents analyzed: 1,343survey respondents analyzed

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More Things I’ve Made

A mix of creative projects, visual stories, and things I’ve designed along the way.

Purple app privacy graphic featuring a surprised dog

Museum of Flight Free First Thursdays promotional design

Colorful children's product campaigns and science-themed social designs

Teacher Appreciation Week poster with colorful smiling crayons

Lifestyle, beauty, jewelry, and editorial social content collection

Celebrating Earth Day poster with an illustrated smiling planet

Home, wellness, and self-care content design collection

Trailblazers Summer Quest campaign featuring a child and outdoor illustrations

All About Mochi stamp-style graphic with a puppy portrait

SUMMing Up the Fun attendance highlights infographic

Week of the Young Child celebration graphic with painted hearts

Dolce Early Learning Center potty learning social post

A little more about me

Curious by default, usually somewhere between the big picture and one tiny detail.

Bogotá’s slogan is “2,600 meters closer to the stars.” I’ve always loved that line. Maybe it explains some of my curiosity, or at least my habit of wanting to understand how everything works.

I’m a bilingual strategist based in Chicago. I like understanding how things work, why they work, and how they feel to the person on the other side.

I’m currently pursuing my Master’s in Information Design & Strategy at Northwestern, where I keep returning to a question that follows me through most of my work: What makes information click?