Looking for a job

Juan Sebastian Laguna Guantiva

@juansebastianlagunag

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I build cross-cultural brands, content programs, and market-entry strategies that grow audiences and customer demand.

South Korea

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What I'm looking for

I'm looking to build brands, content ecosystems, and market-entry programs where cross-cultural communication, creative production, stakeholder management, and growth work can create measurable audience and customer impact.

I've led brand, content, and market-development work across Colombia, Australia, and South Korea. At British American Tobacco Colombia, I owned content governance for Conecta2, a communication, training, engagement, and loyalty platform serving more than 100,000 retailers.

At U&I Global, I reactivated the Latin American market through digital marketing, referrals, community outreach, and consultative sales, converting nearly 20 international student clients. I built the function from a solo operation, hired three people, and managed up to five team members.

I've also built brand systems and digital communications for Ovy, Corona, construction businesses, and a South Korean hospitality venture. I combine strategy, copy, creative production, stakeholder coordination, and hands-on market knowledge to turn complex offerings into clear, useful communication.

Experience

Work history, roles, and key accomplishments

Current

Independent Brand Strategy Project

Current

Hospitality Business

Jan 2026 - Present (8 months)

Building a cabin business's brand and digital ecosystem, including positioning, visual identity, communication strategy, social content and website direction. Developing a booking-led customer journey that connects market research, content, social media, web and AI-supported workflows.

Brand Strategy Digital Ecosystems Positioning Visual Identity Communication Strategy Social Content Website Direction Customer Journey Market Research AI

Brand Activation and Content Strategist

Castle and PL Structures

Jul 2025 - Aug 2026 (1 year 1 month)

Developed consistent brand applications across visual direction, copy, content planning, community management, photography, video and animation. Strengthened market visibility and supported recruitment and exposure among construction-industry partners.

Latin American Market Lead

U&I Global

Feb 2024 - Feb 2025 (1 year)

Led Latin American market development and international education consulting for a Korean-owned agency. Reactivated demand through digital marketing, referrals and community outreach, converting nearly 20 student clients. Built the function from a solo operation, hired three people and managed up to five team members. Official title: Education Agent.

Digital Marketing Referrals Community Outreach Consultative Sales Market Development Team Leadership Stakeholder Management

Digital Communications Analyst

British American Tobacco Colombia

Nov 2022 - Aug 2023 (9 months)

Managed Conecta2, BAT Colombia's communication, training, engagement and loyalty platform for more than 100,000 retailers nationwide. Held final editorial responsibility and coordinated a multinational creative agency plus approvals across Legal, Human Resources and internal stakeholders.

Content Management Editorial Stakeholder Management Agency Coordination Brand Launch Digital Communication

Internal Communications and Employee Engagement

Corona Sopó Plant

Aug 2021 - Feb 2022 (6 months)

Managed daily employee communications from creation through publication across screens, noticeboards, email and intranet. Produced safety, wellbeing, event and corporate content using design, photography and video under corporate standards.

Internal Communications Employee Engagement Content Production Design Photography Video

Brand and Digital Communications Specialist

Ovy

Jul 2020 - Mar 2021 (8 months)

Built the visual and verbal brand system for an education-management platform serving public and private institutions. Defined visual language, tone of voice, copy, brand applications, community management and performance monitoring.

Brand Strategy Visual Identity Tone of Voice Copywriting Community Management Performance Monitoring