Johanna Gómez Muñoz

Context

Through Social Data Consultora I lead digital strategy for political and governmental communication projects, where clarity, responsibility and coordination matter as much as reach.

Selected engagements

Approach

I work with political and governmental communication teams: I plan and oversee paid media on Google and Meta, organise teams and deliver recurring performance reporting focused on data for decisions.

Background

The project began with an open brief: create a differentiated regional news website without a defined name, model, team or operating structure.

Approach

I researched news sites across the country, identified a positioning opportunity, helped define the name and brand, developed the communication manual and monetisation model, assembled a multidisciplinary team and trained journalists in SEO, then supported the handover to the ongoing operations lead.

Background

Expo Cannabis is the largest event on the subject in Argentina and one of the biggest in Latin America. It is held every year at La Rural, Buenos Aires, and is now in its 7th edition. It has been declared of cultural interest and is supported by State institutions. It brings together certified doctors and veterinarians, scientists, companies and the general public around health, science, cultivation, industry and culture. Each edition features scientific poster competitions —where researchers from different places present their work—, talks with accredited professionals and outreach spaces, with a clear goal: to inform, promote responsible use and support the development of an emerging industry.

Challenge

Bring an event of this scale into the digital sphere and professionalise its operation: define the paid-media strategy and investment, plan communication for different audiences and stages (B2B and B2C), and sustain ticket sales through Ticketek.

Approach

I started with the company as a consultant at Social Data and, as the work grew, I joined the permanent staff. There I built the digital team I now lead across the three business units, together with in-house teams and partners. For Expo specifically, I defined the paid-media strategy and investment and built the communication —including email marketing— for different audiences and stages across B2B and B2C. Editorial content is handled by the editorial director; I triangulated all the creative work with him. I also led the creation of the site from scratch, coordinating with a design studio, the in-house IT team and SEO. I lead the last 5 of the event’s 7 editions.

Background

Tienda THC is the brand’s online store: it sells legal seeds, books and magazine merchandise.

Challenge

Set up the store as an e-commerce that works and grows steadily, and leave it running with its own structure.

Approach

When I took over the store I created the digital strategy and built the team. I redesigned the layout to streamline navigation and checkout, and set up paid media across channels along with inbound email marketing, defining metrics and priorities. Today the store has its own team running day-to-day operations; I oversee urgent issues and structural changes.

Background

Revista THC is a media outlet with more than 20 years of history, respected within Argentine culture. It was born in print, with a strong cultural identity —renowned artists appear in its pages— and a place of its own in the conversation. Over time it made the leap to digital.

Challenge

Consolidate its digital presence: digitise the content, gain organic visibility and professionalise the team’s ways of working.

Approach

With my team we digitised the content and centralised processes in digital, which gave the team far more prominence. I ran training in metrics and SEO for journalists and the team, and we brought in structured ways of working (we started with Trello, now Asana). Content is produced by the journalists; I led the digital strategy, SEO and measurement.