Bilingual (EN/ES) Campaigns

Campaigns built bilingual from the start, not translated at the end. Cultural fluency, not just linguistic. The difference between communications that reach Spanish-speaking audiences and communications that visibly were not made for them.

Why translation isn't bilingual

Most "bilingual" campaigns in the US nonprofit and education sectors are English campaigns with a Spanish translation step appended. The English version is the work; the Spanish version is the deliverable. Spanish-speaking audiences notice. They are accustomed to it. They have lower expectations of it.

A campaign built bilingual from the start is different in kind, not degree. The brief is bilingual. The story selection accounts for what each audience already knows and cares about. The headline that works in English may not be the headline that works in Spanish; both versions are designed for their audience, not derived from one another.

What I deliver

• Bilingual campaign architecture. Briefs, story selection, channel strategy, and asset plans developed in parallel from day one. EN and ES versions both treated as primary.
• Spanish-language media relations. Spanish-language outlets are not a translation step. They are an audience with their own beat reporters, expectations, and timelines — and a network of Univision, Telemundo, EFE, El Diario NY, and regional outlets that work differently than mainstream English-language press.
• Bilingual family and stakeholder communications. Critical for education and public-health organizations whose audiences are predominantly Spanish-speaking. Translated-after-the-fact comms during a crisis are visibly translated; built-bilingual comms are not.
• Cultural fluency direction for monolingual teams. When the team running the campaign doesn't speak Spanish, my job is to be the bridge: pre-approve copy, flag cultural missteps, and represent the audience's voice in rooms where it would otherwise be absent.

Track record

Currently leading bilingual marketing and communications at School in the Square, a PreK–12 dual-language English/Spanish public charter network in Washington Heights and Inwood serving 800+ students. Family communications, enrollment marketing, board reporting — all developed bilingual.

Earlier work for SOS Children's Villages included integrated bilingual campaigns combining English and Spanish-language outlets — an architecture that contributed to the campaign that doubled the organization's web traffic. American Red Cross work spanned Spanish-language Mexican-American communities during disaster response.

"A headline that works in English may not be the headline that works in Spanish. Both versions are designed for their audience, not derived from one another."

Who I do this for

Education organizations whose families are predominantly Spanish-speaking. Nonprofits and NGOs whose work crosses US-Latin America borders. Public health organizations whose patients deserve materials that don't read like translations. Foundations whose grantees serve Spanish-speaking communities.

Less commonly: any organization that wants to do bilingual right and has the budget to do it once, properly, rather than four times, badly.