Working at InStyle Mexico — one of the country’s leading fashion magazines at the time — was one of the most incredible experiences I’ve ever had: I thrived in the fast-paced environment and loved rolling up my sleeves.
As Social Media and Digital Coordinator, I was responsible for growing their social media channels (Facebook, Instagram, Pinterest, Twitter, YouTube), staying on top of breaking news, and driving traffic to the site.
I worked closely with the fashion and beauty teams to make sure we were putting out content people actually wanted to read — and more importantly, click on. My focus was always driving traffic to the website from social, so if it wasn’t going to stop the scroll, it didn’t make the cut
On top of the day-to-day, I was also behind the scenes at cover shoots, Fashion Week and events with our brand partners.
published work
Over my time at InStyle, I wrote over 150 articles for the online version of the magazine: from breaking news, red carpet recaps like Cannes, The Emmys, and the Victoria’s Secret Show to practical pieces like beauty tips and trend breakdowns.
In January 2019, after 12 years in the market, Grupo Expansión — the editorial house behind InStyle Mexico — discontinued the magazine. When it shut down, they wiped all digital platforms, including the website and social media channels.
Luckily, I was able to save screenshots of most of the work I had under my byline before it all got taken down.
InStyle Mexico was later acquired by Business and Luxury Media Group and relaunched in May 2019 under new management.
instyle mexico
screenshots of published work
campaign case study
the launch of instyle.mx
Prior to September 2015, InStyle Mexico hosted its digital content under a section on WHO Magazine's website (they both belonged to the same publishing company - Grupo Expansión).
Grupo Expansión organised a massive launch for InStyle's own website - InStyle.mx. The site went live on September 3rd, aligning with the release of their September issue (which is fashion's most important issue of the year).
The cover featured Belinda, actress, singer, and one of Mexico's most-followed celebrities. She was also the ambassador for the campaign.
The concept behind the launch was "The Best Version of Myself", which refers to InStyle's mission to empower women but also InStyle's better version of itself, now digital.
the campaign
To celebrate the launch, we organised a photoshoot event at InStyle's HQ. We invited celebrities, influencers, bloggers, and loyal subscribers for a day of pampering.
The goal was simple:
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Boost InStyle.mx's brand awareness and cement its position as a go-to in beauty and fashion.
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Drive traffic back to InStyle.mx.
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Spark real, meaningful engagement with our target audience.
At the heart of the event was an interactive installation by urban artist Aimah. Guests were encouraged to snap a photo with the piece and share it on Instagram, Facebook, and Twitter using the hashtag #LaMejorVersionDeMi ("The Best Version of Myself")
the role i played
As Social Media & Digital Coordinator, I worked closely with the marketing team in the lead-up to the event to make sure our campaign was consistent across every touchpoint.
My job was to oversee all content and assets across the website and social channels, making sure everything tied back to the overarching campaign — while still keeping up with our regular day-to-day posts.
On the day of the event, I was on the ground managing live coverage for social. I captured content, monitored mentions, reposted celebrity posts, and created bespoke content for our brand partners to help maximise exposure across all platforms.
results
72,000,000
impressions across twitter, facebook & instagram
6,223
mentions across twitter & facebook.
5,000
unique new visitors on the day of the launch
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