Head of Content Strategy · 15+ Years

Content that moves
business forward.

I build content strategies that connect brands to the people who matter most — at scale, with purpose, and with results that hold up to scrutiny.

$10M+
Budget managed annually
4.2B
Impressions, single campaign
1.6M+
Podcast downloads driven
Gold
ANA B2 Award Winner
Vianca Tirado

I turn brand vision
into measurable impact.

I'm a content strategy executive with 15+ years at the intersection of brand marketing, storytelling, and audience intelligence. I don't just build content programs — I build the systems, partnerships, and creative frameworks that make them perform year after year.

I spent years on the agency side at Omnicom Media Group, developing and selling custom branded entertainment programs for PepsiCo, Mountain Dew, bubly, and LIFEWTR — learning how to architect ideas that win rooms and then deliver on every promise made in the pitch.

I brought that same rigor brand-side to Intuit Global Business Solutions Group, where I built the ACQ Content Strategy channel from the ground up — scaling it from a $3.5M test into a $10M+ annual program spanning branded podcasts, original TV integrations, docu-series, and publisher partnerships with the New York Times, Vox, iHeart, Fox, and Amazon.

The through line: audience-first thinking, cross-functional leadership, and content that earns its place in culture.

Content Strategy & RoadmappingCore
Branded Content & EntertainmentCore
Strategic Partnerships & StorytellingCore
Cross-Functional Team LeadershipLeadership
Multichannel Distribution & MeasurementExecutional
Talent & IP IntegrationSpecialized

Agency-built.
Brand-tested.

A career arc from building award-winning programs for major CPG brands on the agency side, to leading content strategy at scale as an internal executive at Intuit.

Agency Omnicom Media Group 2019 – 2022
02
Cultural MomentMTN DEW

MTN DEW × Game of Thrones: A Can Has No Name

Fully surrendered the MTN DEW brand identity — green color, design, channels, and talent — all #ForTheThrone. A total brand takeover timed to GoT's return that generated overwhelming earned media.

4.2B
Total impressions (4B earned)
+512%
Twitter conversation lift
4.9×
Message association vs. CPG norms
03
Purpose-DrivenPepsi · MTV

Pepsi × Unmute Your Voice

Social-action campaign to drive Latinx voter registration — launched at the MTV VMAs, sustained through Telemundo, digital OOH, and live performances with Demi Lovato, Chance the Rapper, and Pitbull.

#1
Socially engaged entertainment program
91%
Fans took voting action
04
Original SeriesPepsi Mango · MTV

Pepsi Mango × MTV: Match Me If You Can

Created an original branded dating show from scratch — eight fan-favorite reality stars, one brand-led narrative. Premiered during MTV's The Challenge finale and performed on par with non-branded MTV content on retention and like rate.

25MM
Minutes watched
1.2MM
Avg views per episode
+31%
Pepsi "inclusive" brand lift
05
Social ImpactMTN DEW · BET

MTN DEW Real Change Opportunity Fund

Year 1 of a 5-year investment in Black entrepreneurship — a $1MM pitch competition with BET, iHeart, and Blavity driving 100% positive press coverage and a 181% lift in Year 2 application consideration.

155MM
Impressions · 100% positive sentiment
+181%
Y2 application consideration lift
Agency → Brand-Side · 2021
Brand-Side Intuit Global Business Solutions Group 2022 – Present
07
Branded PodcastiHeart · 3 Seasons

Mind the Business Podcast — Seasons 1, 2 & 3

Built and scaled a branded podcast franchise from zero — hitting #1 on Apple Business & Entrepreneurship charts in Season 1 and growing total downloads 37% by Season 3. A rare compounding multi-year content asset.

1.6M+
Downloads across 3 seasons
#1
Apple Charts, Season 1
+9pt
Purchase intent lift, S3
08
Unscripted TVFox

QuickBooks × The Fixer — TV Sponsorship

Primary sponsor of Fox's Marcus Lemonis reality series. Contextual in-show integrations drove measurable brand trust shifts and a 4% lift in trial sign-ups — proving integrated content can drive direct acquisition.

70%
SBOs named QB "brand I trust"
+21pt
Brand awareness lift
+4%
Conversion & trial sign-ups
09
Publisher PartnershipVox

QB × Vox "Done Differently"

Bespoke content hub spotlighting KNC Beauty founder Kristen Noel Crawley — driving a 43% lift in unaided brand awareness for QuickBooks Money and 19.8K page visits at 40% above Vox's engagement benchmarks.

+43%
Unaided brand awareness
4.52M
Video views
10
Women's SportsMulti-Platform

Win Like a Woman — Sports Partnership

Multi-partner activation across Tennis Channel, ESPN, BBC, The Players' Tribune, and Minute Media — targeting women SBOs in the underinvested women's sports space. Drove consideration lift at 90% statistical significance.

77.8M
Total impressions
+10
Consideration lift (Tennis Channel)

The method
behind the work.

Effective content strategy isn't about producing more — it's about building the right architecture for the audience, the moment, and the business goal.

01
Audience-first, always

Every program starts with real behavioral data and customer journey research. Personas don't drive strategy — insights do. I've built proprietary journey frameworks that define exactly where and how content should show up.

02
Spectrum thinking

From turnkey owned content to fully custom branded entertainment, I scope programs against resources and goals — not just ambition. Every dollar needs a clear role in the funnel and a clear path to measurement.

03
Cross-functional orchestration

The best content programs don't live in one team. I build and lead cross-functional systems — with brand, media, legal, sales, and agency partners — so campaigns move fast and stakeholders stay aligned at every stage.

Brands & Partners I've Worked With
Intuit Global Business Solutions Group
PepsiCo
Mountain Dew
iHeart
Fox
MTV
New York Times
Vox
ESPN
Amazon
BBC
BET
HBO
Telemundo

Ready to build
something great?

Whether you're looking for an executive content leader, a strategic thought partner, or a consultant to architect your next program — I'd love to connect.