“I make the boring and technical interesting for people.”
Francheska Guerrero
Strategy & Market Intelligence Analyst
See my work
More about me
About Me
“I make the boring and technical interesting for people.”
Strategy & Market Intelligence Analyst
FRANCHESKA GUERRERO has always been the connector. Give her something
complicated and she'll figure out what's really being asked, then explain it so people
can make a clear call.
That curiosity doesn't stay in one lane. She makes video stories about people's lives,
runs a series on cultural icons, built a café game, and writes about product, strategy,
and culture at Tica Linda. Off screen, she's run a half-marathon, trains Brazilian
Jiu-Jitsu, rides horses, and is building a cyberdeck from scratch.
Lately it's pointed at the business of media: how streaming deals get made, how creators
turn into consumer brands, what Apple is actually getting out of MLS, and whether
equestrian could have its F1 moment. She's looking for a full-time strategy or market intelligence role where that curiosity
is the job.
Fast Facts
74% faster executive reporting
40% faster pipeline search
20+ years of trade data modeled
15 international stakeholders managed
Bilingual in English and Spanish
Experience
Rare Talent Ventures : Fractional Chief of Staff and Go-to-Market Lead.
First hire at a boutique tech recruiting startup, building the business from the
ground up across operations and strategy. Built a custom CRM and client data system
that cut pipeline search time 40%, set up onboarding and admin workflows, and created
the brand and go-to-market plan from scratch.
Mochee Digital (Miami): Account Associate. A Miami digital agency
serving national and international clients across B2B and B2C. On the analytical
side, she audited a year of historical performance data with SQL, Excel, and
Brandwatch to build a repeatable strategy, built an emergency Excel reporting workflow
that cut executive reporting time 74%, and modeled channel investment decisions behind a campaign that turned $7.5K in ad spend into $25K in revenue. She managed reporting and requirements
across 15 international stakeholders, in English and Spanish. On the creative side,
she led the Miami Book Fair digital relaunch, which reached 8.7 million views in five
months.
Education & Certificates
Bachelor of Science in Telecommunication specializing in Management and Strategy,
University of Florida, Magna Cum Laude.
BrainStation Data Analyst Certification, 2025.
BrainStation Python Programmer Certification, 2025.
Core Competencies
SQL
Python
Tableau
Excel (pivot tables)
Meta Ads Manager
Jupyter Notebook
Brandwatch
a few words people tend to use →
Kelly Kapoor said it best.
Work
How I turn messy problems into clear decisions, across campaigns, crisis response, and policy analysis.
Featured
Matrix
Turnaround
Miami Book Fair Turnaround
Got a stalled account back on track, delivering 8.7M views in 5 months.
View case study →
The Miami Book Fair account was off track with the Fair fast approaching. Senior leadership brought me in to turn it around.
Diagnosed the breakdown and rebuilt the workflow: a content calendar with 3 to 4 weeks of lead time instead of day-to-day posting
Set the content strategy for organic and paid, including which audience segments to target and how to drive ticket sales
Coordinated every stakeholder and Fair event through Trello and direct client calls
Brought books back into the content and adapted TikTok trends to stay on brand
8.7M views 131K interactions 5 mo turnaround
Tools: Sprout Social, Trello, Google Slides, Instagram and TikTok analytics
More examples: 1 , 2 , 3 , 4 , 5 , 6
Campaign
Bluehouse Salmon: On the Move
Designed a six-week campaign following the salmon from egg to plate. Reached 170,000 people.
View case study →
Bluehouse Salmon wanted customers to see the full journey of its salmon, from egg to plate, inside one facility, with nothing hidden.
Built the campaign from scratch: the focus, the strategy, and six weekly themes drawn from the sustainability report
Mapped three posts a week per theme, balancing scientific detail with what audiences would actually want to see
Managed production with a designer and editor, including an interactive tour built for the company's site
170K reach 2.5K engagements
Channels: Instagram, TikTok, Facebook
Policy
Trade Data Policy Analysis
Analyzed 25 industries of Canadian trade data to find where the real tariff leverage sits.
View case study →
Should the Canadian government move forward with retaliatory tariffs? I built the dataset and the model to find out.
Cleaned four datasets from Government of Canada trade data and World Bank GDP data using VLOOKUP and HLOOKUP
Imported the data into SQL, built the schema, and ran joins to normalize and connect the tables
Built a Tableau dashboard to surface patterns across Canada's top 25 trading industries
Presented scenario-based recommendations in a mock stakeholder briefing, weighing short-term protectionism against long-term supply strategy
Finding Canada's tariff leverage sits in oil and gas, not steel and aluminum, where the 2018 to 2019 tariff war showed blanket tariffs can be ineffective.
Tools: Excel, SQL, Tableau, PowerPoint
Analytics
Year-End Social Report
Turned a year of posts into a platform-by-platform strategy executives could act on.
View case study →
The client wanted their year-end report to go further than a standard recap, so I built them a platform-by-platform strategy instead.
Had every post from the year labeled by content pillar, about 300 in all, to enable pattern analysis
Pulled impressions, engagements, and post counts by platform using Brandwatch, Facebook Analytics, and LinkedIn Analytics
Explained why the numbers moved and where each platform's analytics hit its limits
Translated the patterns into a specific recommended strategy per platform, using analogies executives could act on
Output Framed each platform's role for executives: Instagram as a magazine, LinkedIn as a trade show, Facebook as the message to blue-collar workers.
Tools: Brandwatch, Facebook Analytics, LinkedIn Analytics, Excel
Campaign
O, Miami Poetry Festival
Led social, email, and SMS for O, Miami. Impressions rose 2,238% year over year.
View case study →
O, Miami wanted every channel working as one coordinated push for its annual poetry festival, for the first time with paid and SMS in the mix.
Led and coordinated a four-person team across a two-month campaign, translating client needs into tasks across email, SMS, captions, and posting
Unified email, SMS, and social into one integrated campaign instead of separate channels
Ran the paid strategy, adjusting in real time as campaign objectives and client needs changed
Wrote copy and posted content directly alongside coordinating the team
2,238% impressions 1,567% reach
Channels: Paid social, email, SMS
Paid Media
Miami Film Festival GEMS
My first full paid media campaign. Turned $7.5K in spend into $25.3K in revenue.
View case study →
Miami Film Festival needed its GEMS series to run paid media in full for the first time, on a five-week window before the festival opened.
Wrote the initial paid strategy with the account lead, then built and A/B tested every ad in Meta Ads Manager
Matched audience interests and placements to each film to protect return on spend
Monitored spend daily, turning off or reworking any ad that got too expensive
Reviewed platforms with the client to cut what wasn't paying off, driving over a third of the festival's total revenue with more than half of events selling out
3.94x ROAS $25.3K revenue $7.5K ad spend
Tools: Meta Ads Manager
Platform
Wyndham Alltra TikTok Pivot
Moved strategy to TikTok after spotting it outperforming everything else. Engagement rose 600%.
View case study →
Leadership wasn't happy with the account's results, and more budget wasn't coming, so the fix had to come from the strategy itself.
Audited past performance reports and found TikTok was already outperforming every other channel
Recommended and led a TikTok-first pivot, shifting focus away from Instagram and Facebook
Partnered with an intern to produce trend-driven video content using assets already on hand
Wrote the results report that the client's executive team presented on a quarterly earnings call
305% video views 601% engagement 53% follower growth
Tools: Sprout Social, Brandwatch
Crisis
Social Crisis Response
First to respond when a client's pages were flooded over a weekend. About 60 billable hours, nearly all solo.
View case study →
A client's social accounts were hit with a wave of negative comments over a weekend, and I was first to respond.
Locked down the damage immediately with comment filters and keyword bans across platforms
Shifted from moderation to measurement when priorities changed, building pivot-table reports from scratch
Wrote a formula to isolate how many distinct people were actually driving the volume, not just raw comment counts
Delivered daily insights on totals, top contributors, and platform split so the client could track the recovery in real time
99% drop from peak 14% from 3 users 60 hrs nearly solo
Tools: Excel pivot tables, Falcon Listening, native platform filters
Storytelling
Bluehouse Salmon: Feed Your Feed
Explained what farmed salmon eat to a skeptical audience. Reached 37.3K on Instagram.
View case study →
Bluehouse Salmon needed to explain a technical, often-criticized part of its process, what its fish are fed, to a skeptical audience.
Worked directly with engineers to translate technical feed reports into accurate, shareable content
Wrote all campaign copy and concepted every post, then supervised designers through production
Ran 10 to 12 posts over three weeks, prioritizing clarity over jargon
37.3K reach 34.6% new audience
Channels: Instagram
Audit
Real Estate Social Cleanup
Consolidated three scattered pages into one strategy and ad account from scratch.
View case study →
A real estate client's social presence had grown messy: three separate pages, lost logins, and no ad infrastructure.
Reconciled every existing account and consolidated three pages into one clean set
Rebuilt bios, covers, and contact info, and archived outdated content
Set up Meta Business Manager and pixel tracking, then built their first ads account and content calendar
Result Client adopted the recommended strategy and stayed on for ongoing strategy, reporting, and content.
Tools: Meta Business Manager, Meta Ads Manager, Meta pixel
Influencer
Flavia AROMA Influencer Sourcing
Sourced and signed creator partners for a brewer launch under shifting criteria.
View case study →
Flavia needed credible influencer partners for its AROMA brewer launch, with the client's criteria shifting throughout.
Researched and identified about 90 relevant LinkedIn influencers, adjusting the list as criteria changed
Built a partner tracker spreadsheet to support the client's decision-making
Negotiated rates and scope with selected influencers, then drew up and finalized contracts within a sharply reduced budget
Tools: LinkedIn, partner tracker spreadsheet
How each project splits between strategy and data work, and between qualitative and quantitative methods.
Strategy
Data
Qualitative
Quantitative
Miami Book Fair
O, Miami
Bluehouse: On the Move
Real Estate Cleanup
Flavia AROMA
Wyndham Alltra
Year-End Report
Bluehouse: Feed Your Feed
Trade Policy Analysis
Film Festival GEMS
Crisis Response
Fortune.txt
Click "new fortune" for a bit of nonsense.
New fortune
Lox Café
A little Diner Dash-style coffee shop I built myself. Make drinks, warm pastries, and keep the customers happy.
lox-cafe
On your phone: tap Share, then Add to Home Screen, and it plays like an app.
Play Lox Café →
Tica Linda
My blog on Substack.
Videos
A few things I've produced and edited.
A Perfect Horse
An interview I produced and edited with Brittany Beaupied, a horse trainer in Loxahatchee, FL.
VIDEO
Cultural Icons
A series investigating the history and cultural impact of popular figures.
The Story Behind La Catrina
VIDEO
The Costa Rican Masquerade
VIDEO
