DIRECTV GO
Regional Launch
A streaming launch across Latin America, localized as a system from day one.
Case study · AI Product Marketing
Turning customer data into useful guidance.
Positioning an AI guidance layer inside Oriental's mobile and online banking.
The challenge
An AI feature can explain its technology without giving customers a reason to use it. Oriental needed to show what its guidance layer could do for someone’s money.
The shift
I positioned the feature as personalized financial guidance drawn from the customer’s own behavior. The narrative focused on relevant saving and spending advice rather than technical capability.
Notice · understand · act
An illustrative sequence: the feature notices a pattern, explains it, and suggests a next step.
Fig. 01 Illustrative concept UI · Feature functions from approved messaging
My role
As strategy lead, I developed the customer value proposition, feature narrative, adoption strategy, and creative brief. The communications translated the feature into practical information customers could understand and act on.
Earlier phase · Smart Banking platform migration
In an earlier, separate phase, I also led launch and adoption for the Smart Banking platform migration: 28% adoption among eligible users, 128,000 active migrations, and a 1.5× lift in online transactions.
Retrospective creative extension · Small wins, noticed
01 / 06
Fig. 03Retrospective creative extension · 2026 
Fig. 04Retrospective creative extension · 2026 · Key visual 
Fig. 05Retrospective creative extension · 2026 · Explainer 
Fig. 06Retrospective creative extension · 2026 · Feed 
Fig. 07Retrospective creative extension · 2026 · Feed 
Fig. 08Retrospective creative extension · 2026 · What it does
