ABOUT THE BRAND AND MY ROLE
I joined Salsa Jeans in 2016 as part of the marketing team, at a time when the brand had little to no digital infrastructure. Newsletters were built as static image collages, monthly editorials lacked any responsive framework, and there was no one in-house with dedicated web expertise.
Over the following years, my role evolved from building that foundation to becoming the digital representative on the team behind Salsa's 2018 brand repositioning — translating a new visual identity, developed with an external consultancy, across every digital channel.
The brand had no digital foundation to build on: newsletters and editorials relied on manual image composition, with no responsive structure and no dedicated web ownership. This meant establishing the systems and workflows the brand needed simply to operate online — from responsive editorial frameworks to email marketing infrastructure and loyalty tools.
In 2018, a second challenge emerged: an in-depth market study, conducted with an external consultancy, resulted in a full brand repositioning — a new visual language, tone and identity that needed to be translated consistently across web, social, and campaign design, without losing the systems already in place.
Solving this meant two parallel tracks: strengthening the digital infrastructure that kept the brand running day to day, and applying a new visual system across every customer-facing touchpoint.
Before any brand repositioning could happen, Salsa needed the basic tools to operate online. I built responsive editorial frameworks to replace static, image-based content, developed HTML newsletter templates that meaningfully improved email performance, and helped shape and design the SalsaStar loyalty program — from email and SMS communications to the customer-facing profile experience. I also worked on tools like a Facebook Messenger fit-finder bot, and supported the digital presence of physical retail concepts such as the Jeans Studio in Madrid.
Following the 2018 repositioning, I continued expanding the brand's digital infrastructure — including formats like user-generated content integration within editorial pages.
The 2018 repositioning also meant applying the brand's new visual identity — which I helped shape as part of the internal team involved in the strategic study — consistently across campaign design, editorial content, and social media.
My time at Salsa covered both ends of a brand's digital evolution — from establishing the systems that let it operate online, to reshaping how it looked and spoke across every channel after a full repositioning.