Blen México.

Herbal supplements and personal care sold through a catalog and direct-sales network. The brand runs on a community of independent distributors, the Herbalistas Blen, who sell and recruit within their own circles.

Blen México already had scale: a large established following and an active distributor community. The challenge was not growth from zero, it was serving two audiences from one account. End consumers wanted product information, and the Herbalista network needed material they could reuse to sell and recruit. A single undifferentiated feed served neither well.

As Creative & Social Media Specialist, i was responsible to:

Divided the content by audience function: product education and results for consumers, event coverage and community recognition for the distributor network, launches for both.
Built recurring formats that distributors could reshare as sales material, turning the network into a distribution layer instead of a passive audience.
Directed product shoots and ensured output matched concept and brand standards.
Wrote catalog copy, selected SEO keywords and curated the product lineup.
Ran the YouTube channel.
Generated, analyzed and reported monthly performance data.