Mateo Carman Layral

Leads end-to-end creative strategy and copywriting for multi-channel campaigns, ensuring a unified brand voice across Email, Social, and Digital. Collaborates with design teams to elevate visual storytelling and develop editorial lines aligned with audience interests.

I direct the creative strategy and copywriting for multi-channel campaigns, ensuring a unified and distinct brand voice across Email, Social, and Digital platforms. In this role, I lead end-to-end production from concept to final script, collaborating closely with design teams to elevate visual storytelling.

Partnered with top-tier agencies to deliver campaign-ready copy. I crafted digital campaigns and video scripts for major international clients and developed creative concepts for influencer marketing, ensuring brand alignment across creator content.

My focus was on the intersection of narrative and performance. I scripted and directed high-volume video content (UGC, VSLs, Ads), turning raw marketing angles into engaging, human-centric stories. I led the creative vision for diverse formats, focusing on narrative hooks and retention.

Managed social accounts and built content calendars across Facebook, Instagram, X, YouTube, Pinterest, and emerging platforms, led day-to-day community engagement to strengthen brand voice and connection, partnered with creative teams to develop compelling content and pitch new concepts, analyzed social data to refine timing, messaging, and creative direction, and oversaw ad-hoc projects by coordi

Produced storytelling-driven content for First Nations art, establishing a respectful and authentic brand voice. I curated social editorial lines to drive engagement through cultural relevance and narrative depth.

Produces storytelling-driven content for First Nations art, establishing a respectful and authentic brand voice. Curates social editorial lines to drive engagement through cultural relevance and narrative depth.

Owns written and creative output across EN/ES/PT to ensure consistent tone across markets. Leads copy operations and pitches creative proposals for brand awareness and user acquisition.

Owned all written and creative output in EN, ES, and PT, ensuring a consistent tone across markets.
I led copy operations and pitched high-impact creative proposals for both brand awareness
and user acquisition.

Crafts digital campaigns and scripts for clients including HBO MAX, Adidas, Pedidos Ya, and Nestlé.

Created end-to-end digital campaigns and always-on content for agency accounts, including major clients in the fintech, automotive, and industrial sectors. I focused on adapting complex product features into simple, engaging social copy.

Develops concepts and scripts, adapting ATL campaigns to digital formats for clients including Schneider, Granja del Sol, and La Serenísima.

Developed 360° concepts and scripts, specializing in adapting ATL (Above The Line) campaigns to digital formats. I worked on mass consumption brands, ensuring that big TV ideas translated effectively into social media assets.

Built creative concepts for TV channels and major consumer brands, contributing to multi-format content production. This role gave me my foundation in scriptwriting and content development for diverse audiences.

Builds concepts for Canal Encuentro, DeporTV, and Arcor, contributing to multi-format content production.

Senior Copywriter at Escuela Superior de Creativos Publicitarios.

Senior Copywriter training in Performing Arts at Escuela Superior de Creativos Publicitarios from 2015 to 2017.

Bachelor's degree in Humanities at Universidad Nacional de las Artes starting in 2014.