Editorial Development, Project Management & Content Strategy
A couple of years ago I ran into an article on The Economist about women on my side of the world, and I have used it since to frame the rationale behind the creation of Odd Catrina. Here’s an excerpt:
“Women [in Latin America] have made great progress towards equality with men, especially in schools, workplaces and politics. But social attitudes have changed more slowly. Women’s ambitions are often belittled; hostility towards them is common. Raw statistics tell a story of female advancement; machista culture has yet to catch up”.
Odd Catrina was created to change this pervasive social practice–machista culture, that is– one think-piece at a time. We launched the site on February 28th, 2014 and since then, we’ve had:
The project in numbers
Unique users (total since 2014)
Likes on Facebook
Articles written with the help of more than 70 contributors
*Last update on Jan. 16th, 2018.
My role in it
I developed the editorial concept and co-designed the logo and brand identity alongside Ana Paula de la Borbolla, one of my first teammates. Before moving to New York to start my Masters at NYU-ITP, I acted as editor-in-chief, reading pieces from new contributors, editing, creating art and developing content strategy and organizing ocasional events and giveaways for our readers.
Here’s a shout-out to my amazing team:
(From left to right)
1. Rocío Gómez (my sister), Culture Editor and Proofreader
2. Ale Ayala, Editorial Coordinator
3. Ana Paula de la Borbolla, Content Strategist and Lifestyle Editor
My most read articles
Keynote speaking at emprende iteso
On March 19, 2015, I was invited to be a speaker at ‘Emprende ITESO’, a startup conference put together by the ITESO Students’ Association (ITESO is the Jesuit University in my hometown, Guadalajara). There, I shared my experience developing Odd Catrina and shared the most valuable lessons that my team and I have learned.
Rostro de catrina
Odd Catrina is named after the famous Mexican skull lady “La Catrina”, so to pay her homage on Día de Muertos (The Day of The Dead, celebrated on November 2nd) we made this video tutorial (Published on Oct. 31, 2015).
Video editing: Alejandra Villaseñor
Makeup: Darinka Navarro
Model: Ana Paula de la Borbolla