Maria Serrano

Operations Director

Sonoro Global Media Corp • Full-time

Feb 2026 - Present • 7 mos

Budgetary Management & Financial Infrastructure: Directed operational and production budgets while spearheading the company ' s internal tech ecosystem (CRM, sales pipeline, creator portal), streamlining campaign tracking and driving profitability. • Commercial Strategy & Monetisation: Led commercial strategy for portfolio monetisation, optimising ROI and diversifying revenue streams. • Operational Efficiency: Re-engineered cross-functional workflows, boosting productivity and production scalability. • Flagship Project Leadership: Spearheaded high-impact projects like Noches Sonoro and La Casa del Medio, strengthening brand positioning. • Creator Ecosystem Development: Designed and managed the Creator Program, accelerating growth and professionalisation of top-performing shows.

Content and Campaign Manager

TikTok • Full-time

Jul 2023 - Dec 2025 • 2 yrs 5 mos

Led the campaign strategy behind Spain ' s rise as one of TikTok LIVE' s fastest-growing EU markets in 2025. • Drove audience growth and retention strategies, contributing to 60% of market revenue while boosting creator visibility. • Launched editorial and content strategies ensuring trend-aligned programming and measurable engagement growth. • Developed new IPs and campaign formats that strengthened platform stickiness. • Spearheaded brand partnerships with BBC Children in Need, Hoop District, F1, Defected and Trip.com⁠ , driving brand equity and revenue. • Coordinated cross-functional teams across regional and EU-wide campaigns. • Served as speaker and trainer in TikTok LIVE workshops, mentoring creators.

Head of Digital Special Content & Heraldo Podcast

El Heraldo de México • Full-time

Feb 2019 - Jun 2023 • 4 yrs 4 mos

Directed a team of 20 in the creation, production, and commercialisation of digital journalistic and entertainment content. • Designed content strategies across podcasts, video, articles, and social media, boosting platform relevance and reach. • Drove audience growth strategies for Heraldo Podcast, El Heraldo de México, and Gastrolab. • Built monetisation models through original content, brand collaborations, and sponsored/branded content formats. • Led YouTube growth and monetisation strategy for Heraldo Media Group, achieving a 14,000% revenue increase. • Founded and directed Heraldo Podcast, earning 1st place in Digital Audio at the Latam Digital Media Awards (WAN IFRA) 2021. • Led creative development and production of 30+ podcasts, positioning the platform as a leader in Latin American digital audio. El Heraldo de México, Digital Editor • Coordinated editorial production for heraldodemexico.com.mx⁠ and gastrolabweb.com⁠ . • Wrote news articles, edited front pages, conducted interviews, and worked with data journalism. • Led an SEO optimisation project that boosted page views and unique users by 50%. • Developed multimedia projects in video and podcast formats to diversify audience reach. • Published cultural and lifestyle articles in a national print newspaper. • Co-hosted YouTube programme Conexión Heraldo, interviewing music, TV, and film artists.