Lorena Barbosa — Content marketing for education brands

Work

Case studies

Pizza Hut España

Food Delivery Brands · 2024–26

Making a global brand sound Spanish

Pizza Hut Spain had international campaign assets and a very local audience: Spanish Gen Z, who spot translated content from across the room. There was no paid support behind any of it, and the calendar still needed filling every week.

So we treated the global material as raw ingredients rather than finished work, and built everything else ourselves — written in local language, local humour, local references. The only way that survives week after week is with a process underneath it, so we built the process first.

Over 500 Instagram pieces in under six months. Monthly impressions grew 193%, reach 132%, profile visits 101% — all organic.

Volume without a system burns people out. Those pieces shipped because of the process, not because anyone worked longer.

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Polaris Oposiciones

Ucademy · 2026

Launching a brand out of one that already had an audience

Polaris was created as a new brand out of Ucademy, which already had traffic and recognition. That made the challenge a specific one — not building awareness from nothing, but getting people to notice a name they'd never seen, trust it quickly, and understand it belonged to a group they already knew.

Credibility was the whole job. And we had to build it while producing SEO content, nurturing sequences, ad creative and sales materials, and launching on Instagram, TikTok and YouTube at the same time, with all of it sounding like one brand.

A system for social. We stopped thinking in pieces and started thinking in sources. Long-form became the origin — every long video a supply of short ones, rather than a separate production. AI took over the mechanical half of the editing, and calendarisation was automated so the schedule stopped being a weekly negotiation.

Organic and SEO in the same conversation. The two are usually run by different people with different plans, which is why brands so often sound like two companies. We built them to talk to each other: what people searched for shaped what we made socially, and what performed socially told us what was worth writing.

Scaling SEO without losing the expertise. The risk with volume in education is publishing confident nonsense. So we built agents that worked alongside the teachers and academic directors rather than around them — the subject-matter experts stayed in the loop, and the production scaled anyway. The knowledge is the product. Speeding up the writing is fine; replacing the person who knows the exam is not.

Credibility isn't a campaign. It's what consistency looks like after a few months.

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Ucademy

Freelance, before they hired me

A sales dossier people actually finish

Ucademy's sales dossiers were A4 documents — dense, thorough, and asking a lot from someone who was only ever going to give them a few minutes. The main claims were in there somewhere. They just weren't easy to find, and the tone didn't sound much like the brand that had written them.

Nobody reads a dossier. They scan it, decide, and stop. So I rebuilt them as presentations: one claim per view, ordered by what mattered most to someone weighing up two years of their life, in the brand's actual voice.

I also added video — the academy's method and what makes it different are far faster to show than to describe, and a two-minute explanation lands better than two pages of one.

The content was never the problem. The format was working against it.

They hired me not long after.

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About

About me

I'm Brazilian, I live in Madrid, and I was raised by two people who could turn any conversation into a lesson. My mother is a botany professor — I couldn't walk past a tree as a child without learning its name. My father is a forest engineer who teaches doctoral students, which meant dinner occasionally came with a follow-up question.

I resisted all of it for a while. I studied Law.

Then I ended up in content, which turned out to be the family business in different clothes: working out what someone needs to know, and how to make them want to know it.

What still gets me is the moment someone decides to learn something. It's a small, specific, slightly brave decision. It's the one I try to earn.

How I work

Three steps. You'll always know which one we're in.

Understand, before producing anything

Who is your client, really? What is the data already telling you? What are they struggling with, and what do they actually need? And what does your company do better than the alternatives?

Nothing gets made until those have honest answers. Most content fails here, not in the edit.

Build a system, not a calendar

Where can we have the most impact — and what can you actually sustain with the team and budget you have right now?

A plan you can't maintain isn't a plan. This is also where we agree what we're measuring and what good looks like, before anything is published rather than after.

Execute and measure

We publish, we look at what happened, and we adjust.

You'll always know what I'm working on, what it cost, and whether it's working — including when it isn't. That last part is the one that matters.

You might recognise one of these

You spend well on paid, and it works — until you stop. Every lead has a price, that price goes up every year, and none of it keeps working the month you pause the budget. You know organic should be carrying part of this by now. It just never quite becomes anyone's actual job.

Or you've started, and it hasn't taken. There's an Instagram, a blog, maybe a YouTube channel. But it's a calendar rather than a strategy, nobody's entirely sure what it's for, and the person running it already has three other things to do.

Neither of those is a budget problem. Paid buys you attention for as long as you keep paying. Organic builds something you own — but only if it's built as a system, with clear goals and someone accountable for it. That's the part that usually goes missing, and it's the part I'm good at.

So tell me where you are. Twenty minutes, no pitch: I'll tell you what I'd do first, and if I'm not the right person for it, I'll say that too.

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