Social Media Specialist for Gacel.
@Promoplan • April 2025 to April 2026
Digital Strategy
Content Planning
Research & Insights
Copywriting
Content Creation
Event Coverage
Community Management
Reports & Analytics
Gacel is a shoes and accessory brand for women based in chile. Established in 1950, has been known throughout the years for it’s quality products with a contemporary design. Sister company of Guante.
MY ROLE
I headed up the social media strategy from start to finish, covering everything from deep-dive research to planning and analytics. I was the main link between the strategy and the creative output, working closely with Art Directors to make sure our ideas didn't just look good, but actually hit our brand goals.
MISSION
The goal was to begin moving Gacel into a more aspirational and culturally relevant space. We wanted to shift away from isolated content and instead start building a narrative that feels consistent over the long term. This meant designing content pillars and an editorial line that could carry a "premium" feel while staying agile enough to tap into trends, influencer moments, and organic video.
APPROACH
My day-to-day involved a tight collaboration with Art Directors and content creators to translate our strategic logic into visual storytelling. During campaign productions, I was on-set working with the audiovisual teams to ensure the organic social content stayed true to the specific vibe, tone, and identity established by the creative director for each new collection.
IMPACT
This strategy has provided a clear roadmap for the brand’s digital presence, moving it toward a more intentional and strategy-first model. By establishing these foundations, we’ve ensured that all current and future content now responds to a coherent logic, one that balances long-term brand building with staying culturally relevant.
Portfolio under construction. Apologies for any issues and/or mistakes
© Rocío Salinas Portfolio 2026