Johanna Gómez Muñoz
Digital Strategy & Growth
I turn complex digital challenges into clear strategies and measurable growth across e-commerce, media and regulated markets.
15+ years · E-commerce · Digital media · Growth · Regulated markets
Selected impact
Growth backed by strategy, systems and execution.
Selected work
Complex contexts. Clearer systems. Measurable progress.
Regulated industry · EventsRole · Cultivarte S.A.
Expo Cannabis Argentina
Digital growth and commercial development for a large-scale annual event in a regulated industry.
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Background
Expo Cannabis is an annual event held at La Rural in Buenos Aires. For years it has brought together professionals, companies, specialists and audiences connected to health, science, industry, cultivation and culture.
Challenge
Not only to increase reach, but to create a more structured, measurable and professional digital operation for a complex industry shaped by platform restrictions, regulatory considerations and longstanding social stigma.
Approach
I defined the digital strategy across B2B and B2C objectives, coordinating editorial, design, IT, SEO, community, performance and operations. I led the website redesign, set up digital growth processes and trained the team, and I lead exhibitor acquisition and commercial development — translating the event’s value proposition into partnerships and commercial opportunities.
What I led
- Digital strategy across B2B and B2C
- Website redesign & digital growth processes
- Exhibitor acquisition & commercial development
- Team training
Team I coordinated
- IT team
- SEO analyst & paid media
- Designer & project manager (PM)
- Branding agency (partnership)
Results
- A more structured, measurable and professional digital operation across B2B and B2C.
- Clearer digital growth processes and an internal team trained to sustain them.
- Stronger exhibitor acquisition and a more organised commercial pipeline.
Perspective
This project reflects the work I do best: translating a complex context into a clear strategy, building the right structure and helping different teams move towards measurable outcomes.
E-commerceRole · Cultivarte S.A.
Tienda THC
Compliant e-commerce growth in a restricted advertising environment.
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Background
A regulated e-commerce business selling legal seeds, books and magazine merchandise, communicating its legal framework and relevant regulatory references.
Challenge
Build a stronger e-commerce operation in a category with strict platform policies and limited room for conventional advertising approaches.
Approach
I rebuilt the store’s digital foundations, defined the compliant paid-media approach for a restricted platform environment, and set up the team that now runs the strategy.
Outcome
A double-digit Meta Ads ROAS and a double-digit website conversion rate in a restricted category.
Digital mediaRole · Cultivarte S.A.
Revista THC
Audience, SEO and monetisation strategy for a high-authority digital media brand.
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Background
A digital media outlet operating in a complex information environment.
Challenge
Strengthen organic visibility, coordinate work across editorial, community, design, performance and IT, and create the foundation for monetisation.
Approach
I introduced the SEO practice and set the priorities across content, positioning and digital operations, leading the work with a cross-functional team.
Outcome
The site reached a Domain Rating of 38. Monetisation is currently being developed.
Digital product · MediaVia · Social Data Consultora
Neahoy.com
Building a regional digital news platform from concept to launch.
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Background
The project began with an open brief: create a differentiated regional news website without a defined name, model, team or operating structure.
Approach
I researched news sites across the country, identified a positioning opportunity, helped define the name and brand, developed the communication manual and monetisation model, assembled a multidisciplinary team and trained journalists in SEO, then supported the handover to the ongoing operations lead.
What I led
- Market research & positioning
- Name, brand & communication manual
- Monetisation model
- SEO training & operational handover
Team I built
- Journalists covering the NEA region
- Design & IT
- SEO analyst & content creators
- Paid media & analytics analyst
Outcome
Launched as a working digital news platform and recognised with a Martín Fierro Digital Award.
Public sector · Political commsVia · Social Data Consultora
Public-sector & political communication
Digital strategy and direction for government, legislative and campaign projects.
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Context
Through Social Data Consultora, I lead digital strategy for public-sector and political communication projects, where clarity, responsibility and coordination matter as much as reach.
Selected engagements
- Provincial Ministry of Economy (since 2020) — digital communication consulting: training and team organisation for public-sector teams.
- Provincial Senator (Buenos Aires) (2023 – present) — digital strategy advisory.
- Provincial political campaign (2024–2025) — digital direction: strategy, planning, implementation, team organisation and reporting.
Perspective
This work reflects how I apply digital strategy in sensitive, high-stakes contexts: building structure, coordinating teams and communicating responsibly.
How I work
From an open problem to a working digital system.
Understand the context
I research the market, audiences, constraints and the real opportunity before proposing anything — mapping the context so the strategy is grounded in how the business, its platforms and its audiences actually work.
Shape the strategy
I turn goals into a focused roadmap with clear priorities and measures, so effort goes where it matters instead of spreading thin across generic playbooks.
Build the right structure
I coordinate cross-functional teams, processes and tools around the work, and bring together the right people so the system can operate beyond the first launch.
Learn and improve
I use data, feedback and iteration to make growth sustainable, adjusting the system as audiences, constraints and opportunities change over time.
Experience & credentials
A career built across advertising, media, e-commerce and digital transformation.
Open a role to read what it involved. Education, certifications, tools and languages are grouped below.
Lead end-to-end digital strategy across e-commerce, media and events, coordinating cross-functional teams around clear priorities and measurable growth.
Advise companies, media and organisations on digital strategy, growth and team structure, assembling the right specialists around each challenge — across e-commerce, digital media, product launches, and public-sector and political communication projects.
- Neahoy.com (2023) — regional news platform, from concept to launch — recognised with a Martín Fierro Digital Award.
- Hobopack (Ireland, 2026) — digital strategy for a hiking app launching on iOS and Android.
Owned end-to-end e-commerce strategy across SEO, SEM, affiliates and programmatic media on the VTEX platform.
Built commercial strategy and advertiser relationships across LATAM and Europe, managing programmatic (DSP) media partnerships under goal-based and rev-share models.
Developed digital media strategies within Grupo Clarín’s ecosystem across PPC, CPM, CPA, CPL and branding campaigns.
Managed and optimised campaigns for major brands in Argentina and Colombia, with KPI tracking and reporting.
Advised Latin American advertisers on Google Ads campaigns, analysis, reporting and strategic recommendations.
Education
Master’s in Political Communication
Universidad Austral · 2020 – 2023 · Coursework completed; thesis pendingBachelor’s Degree in Advertising and Social Communication
Universidad del Salvador · 2007 – 2011Certifications
Working with AI
AI is part of how I work day to day — I use it to move faster, sharpen decisions and make teams more efficient.
- Automate and optimise reporting and processes for faster, clearer decisions.
- Work with AI agents and build custom skills to streamline research, content and repetitive workflows.
- Build small internal apps and automations that make everyday work more efficient for teams.
- I like to explore new tools hands-on — this site is one of those experiments, built with AI.
Core tools
Languages
Download my CV
Who I am
I’m an Argentine digital strategist and growth leader, currently based in Dublin. I work with companies, organisations and mission-driven projects. I use my experience with digital platforms to read complex contexts, interpret reports and make decisions that translate into concrete strategies. I’m deeply interested in the social impact of digital platforms: how societies and democracies are shaped, and what kinds of communication they enable or constrain.
I do what I do because sustainable growth is rarely only a matter of more traffic or louder communication. It comes from understanding the context, making good decisions, creating the right structure and helping people work with clarity.
That is the perspective I bring to every project: ambitious about outcomes, rigorous about evidence and attentive to the human side of change.
Having lived in different contexts across the region has shaped the way I understand people, cultures and the contexts I work in.
Contact
Let’s build what’s next.
I’m open to permanent roles, interim leadership and selected consulting projects across Ireland and Europe. For professional opportunities, strategic conversations or project enquiries, get in touch.
- Location
- Dublin, Ireland