Xaste

2026-06 → actualidad

Own the end-to-end social pipeline for Riot Games' official competitive Teamfight Tactics account across X, Instagram and TikTok, acting as the team's editorial anchor: calendar, publishing cadence, copy, community management and live-event coverage. Lead the content and social team across regions, coordinating design, live coverage and analysis, and scoped and hired a dedicated EMEA Social Coordinator to own live coverage there. Led social production for the Set 17 Regional Finals cycle (AMER and EMEA, multi-week), coordinating copy, design and cross-region posting. Coverage reached 89K views on a single Instagram Reel and 48K on a TikTok strategy guide. Reset the account voice toward native, community-first content (TFT-styled memes, player-centered moments, live Twitch presence), so @CompeteTFT reads as part of the community rather than an outside brand.

2025-04 → actualidad

Run social strategy end to end for one of the top Spanish-language TFT community accounts: content planning, publishing, community management and live-event coverage. Impressions grew +150% in four months by aligning content with patch cycles, set releases and competitive events. Reposts +285% and shares +373% over the same period, driven by content the community distributes on its own.

2025-02 → 2026-02

Built the social strategy for a retail gaming brand from scratch, managing Instagram and X. Instagram went from launch to 46K followers and 4M+ total views on short-form content built for reach and retention. Best month (October 2025): 3.9M views, 236K accounts reached, 39K profile visits and 16K+ link clicks driving product discovery. Held an 8.6% engagement rate and 100K+ monthly impressions on X.

2024-09 → 2025-12

Led social strategy and execution, lifting overall engagement +40% and redefining the brand's personality across platforms. Grew social impressions +38% QoQ and accounts reached +34%, with +30% follower growth on Instagram. Ran influencer and brand partnerships and social coverage of live VALORANT and Counter-Strike events.

2024-05 → 2024-09

Ran daily social operations and content during VCT Stage 2 and Champions, prioritizing platform-native formats. Connected social and Discord through cross-platform initiatives, building a more active and loyal community. Shifted Instagram and X copy toward a more human, approachable brand voice.

2023-01 → 2024-04

Led LATAM social strategy, growing engagement +80% in one year. Built a meme-driven content strategy with LATAM casters and streamers that became the account's main engagement driver. Created and launched EG's first Spanish-language community, making EG the only VCT Americas team with a dedicated LATAM initiative. Worked with executive leadership to keep brand voice consistent across global and LATAM audiences.

2019-01 → 2022-01

2018-01 → 2019-01