01China HQ
Global direction
- Product strategy
- Global platforms
- Product launch keynotes
- Technical specifications
Regional creative systems
Building a shared regional language between China HQ and Latin America.
Across four years, I served as a regional creative and language point person for Xiaomi, Redmi, POCO and Xiaomi Smart Ecosystem launches across Latin America. The work required four differentiated brand voices, each shaped by its audience, product role and relationship with technology.
Xiaomi LATAM Creative Manager LATAM 2021–2025 China HQ → Latin America
THE REGIONAL SYSTEM
One global vision. Four distinct brand voices. One coherent regional system.
HQ set product strategy and global direction. My role was to build the regional creative and language layer that made those materials clear, relevant and usable across Latin America.
GLOBAL DIRECTION → LATAM CONVICTION
02My regional layer
Meaning for LATAM
- Creative routes
- Back translations
- Cultural rationales
- Message hierarchies
03Regional teams
A shared foundation
- Localized launch keynotes
- Stakeholder presentations
- Consistent communication across LATAM
- Usable language
FOUR VOICES
Four brands.
Four distinct voices.
Each brand required its own tone, vocabulary, audience perspective and way of turning technology into relevance.
Xiaomi
Premium innovation made human.
Premium smartphones, flagship technology, elevated photography, design and innovation.
GLOBAL Masterpiece in sight
LATAM La esencia de tu obra maestra
- Refined
- Aspirational
- Clear
- Human
Redmi
Technology for expression and connection.
Younger audiences, everyday creativity, friends, selfies, entertainment, gaming and content creation.
GLOBAL Every shot iconic
LATAM Capturas icónicas
- Youthful
- Social
- Accessible
- Energetic
POCO
Performance turned into attitude.
Gamers, geeks and technically informed users focused on processing power, speed and performance.
GLOBAL A new SPEED-CIES
LATAM ¡A toda POCO-tencia!
- Bold
- Technical
- Playful
- Irreverent
IoT
Smart technology made tangible in everyday life.
Mobility, wearables, tablets, smart home, security products, accessories and connected everyday experiences.
GLOBAL Ride bold, explore ahead
LATAM Conquista todo terreno
- Useful
- Human
- Lifestyle-driven
- Dynamic
- Product-specific
01 / REGIONAL PLATFORM
XIAOMI 13T SERIES
GLOBAL
↓Masterpiece in sight
LATAM
La esencia de tu obra maestra
The global platform did not translate naturally into Spanish. I developed multiple LATAM routes, back translations and cultural rationales with HQ, preserving a premium photography territory through a more natural regional narrative.
02 / REGIONAL PLATFORM
REDMI NOTE 13 SERIES
GLOBAL
↓Every shot iconic
LATAM
Capturas icónicas
A flexible umbrella connected multiple models, price points and camera capabilities. The platform remained consistent while the reasons to believe changed by device.
03 / REGIONAL PLATFORM
POCO X6 SERIES
GLOBAL
↓A new SPEED-CIES
LATAM
¡A toda POCO-tencia!
An untranslatable global wordplay became a new Spanish expression combining POCO and potencia, protecting performance, irreverence and brand attitude.
04 / REGIONAL PLATFORM
XIAOMI ELECTRIC SCOOTER 4 ULTRA
GLOBAL
↓Ride bold, explore ahead
LATAM
Conquista todo terreno
The global invitation to ride boldly became a more forceful, product-specific LATAM platform. “Conquista todo terreno” connects exploration, confidence and all-terrain capability in a concise expression that feels natural in Spanish.
SELECTED REGIONAL PLATFORMS
A repeatable practice,
not a one-off translation.
Cinemagic
→Cinemagia
Own Your Style
→Vive tu estilo
Make moments mega
→Megamomentos
Sport meets style
→Estilo y deporte
Master light, capture night
→Domina la luz, captura la noche
Pinnacle photography
→Fotografía de élite
XIAOMI OPEN HOUSE
Smart Living for Everyone Smart Living Para Todos
EVENT RECAP
I built the regional creative and language layer: shaping the keynote narrative and presenter notes, briefing the experience team, reviewing event language and supporting rehearsals and the live presentation.
WHAT I BUILT
Regional narrative and message hierarchy
Keynote and presenter notes
Experience-language review
Rehearsal and live-event support
POCO REGIONAL OPERATIONS
Protecting the voice while keeping the system moving.
I temporarily coordinated regional content operations with SAMY, the regional agency partner, connecting its workflows with content calendars, creative reviews, gaming communication and market needs while protecting a recognizable LATAM voice.