Notable Highlight
Achieved a 3.93x ROAS for Top-of-Funnel customer acquisition ads and a 5.24x ROAS for Middle-of-Funnel retargeting ads.
Experience Summary
Daniela D. Santiago was a creative strategist and direct response copywriter with 7+ years of experience spanning performance marketing, content strategy, SEO, brand development, and computational linguistics. She specialized in crafting high-converting Meta and Google ad concepts, UGC scripts, messaging frameworks, and CRO-driven campaigns for DTC and eCommerce brands. Her career spanned agencies, tech startups, and Fre. work, giving her versatile command of both creative and data-informed marketing disciplines. Grounded in a linguistics background from the University of Los Andes, she brought a distinctive analytical lens to how language shapes consumer perception and drives action.
Key Achievements
Spearheaded, scripted, and executed a multi-format Mother's Day campaign for an ethical, B-Corp luxury women's bag brand. The strategy balanced the brand's dual identity of ethical manufacturing and high-end luxury through founder-led storytelling, local artisan content from Thailand, and authentic user-generated content. Generated a 53% increase in monthly revenue for the luxury handbag client, scaling the business from to within the first month of campaign launch. Achieved a 3.93x ROAS for Top-of-Funnel customer acquisition ads and a 5.24x ROAS for Middle-of-Funnel retargeting ads.
Skills
Work Experience
Creative Campaign Manager
Ond. · May 2025 – Present
- Lead creative strategy and messaging development for paid media initiatives (Meta & Google).
- Develop messaging strategies tailored to customer awareness stages and purchase intent.
- Develop UGC, founder-led, and direct-response ad concepts for Meta and Google campaigns, including hooks, scripts, offers, and testing hypotheses.
- Collaborate with paid media teams to evaluate campaign performance and refine messaging, hooks, and creative concepts based on testing results.
- Conduct VOC research, competitor analysis, and market research to identify scalable creative angles.
- Apply CRO best practices and performance insights to improve engagement and conversion rates.
- Leverage AI-powered tools and workflows to support creative ideation and content execution.
Senior Copywriter
Ond. · March 2025 – May 2025
- Create conversion-focused copy for paid ads, including UGC/founder scripts and messaging hooks.
- Develop content strategies for landing pages, websites, Google Ads, emails, and social campaigns.
- Implement CRO strategies to optimize user journeys and drive consistent conversion growth.
- Deliver comprehensive brand and messaging strategies tailored to client needs.
Content/Brand Strategist & Copywriter
Ele. · February 2023 – March 2025
- Develop creative briefs outlining messaging strategy, offers, positioning, hooks, and campaign goals.
- Conduct customer, competitor, and market research to identify messaging opportunities.
- Implement CRO strategies to optimize user journeys and drive consistent conversion growth.
- Create conversion-focused copy and messaging for websites, landing pages, and paid media assets.
- Collaborate with the creative team to test and refine messaging angles across multiple campaigns.
- Deliver brand positioning and strategic messaging frameworks tailored to diverse client industries.
SEO & Content Strategist
SDBJC · April 2021 – February 2023
- Conduct monthly interviews with executive leaders across B2B and service-based organizations.
- Translate those conversations into high-value content across SEO blogs, LinkedIn, and YouTube.
- Conduct SEO audits, keyword research, and competitive analysis to guide content strategy.
- Develop editorial calendars and long-form content plans aligned with search intent.
- Edit and proofread monthly articles while ensuring brand consistency.
- Monitor performance and deliver reports to guide ongoing strategy improvements.
- Ensure all monthly marketing activities are completed on time.
Grant Writer
DA · October 2020 – March 2021
- Leverage DA's social impact mission and story to craft compelling grant applications.
- Secure over K in funding from prestigious organizations, including the World Food Programme and The Internet Society.
- Play a key role in establishing strategic partnerships with NGOs, academic institutions, municipalities, and tech companies to expand funding opportunities.
Computational Linguist
MI · January 2019 – September 2020
- Conceptualize and create content for chatbots' corpora, ontologies, and knowledge bases.
- Produce technical writing, editing, and translation for computational linguistics and AI research.
- Author white papers, web content, and technical documentation (e.g., quick starts, tutorials).
Fre. Copywriter & Copy Editor
Fre. · 2016 – 2020
- Write SEO-optimized blogs on topics such as lifestyle, healthcare, finance, crypto, tech, and innovation.
- Develop content for social media accounts to support brand voice and audience engagement.
- Conduct in-depth research to create high-value content.