Taysi Borraz

Content Strategy · Brand Voice · Creative Direction · AI-Assisted Content

Better thinking, clearer stories and content that feels like your brand.

I help brands and businesses turn complex ideas into clear, engaging content, combining strategic thinking, creative direction, and AI-assisted workflows.

With 15+ years of experience in marketing and communications, I work across content strategy, brand voice, copywriting, and creative production, helping teams bring their ideas to life with clarity, consistency, and personality.

Based in Brazil, working internationally.

Good content starts long before the first draft.

It starts with understanding the business, the audience, and what actually needs to be communicated.

Sometimes that means building a content strategy from scratch. Sometimes it's finding the right voice for a brand, turning technical information into a story people understand, or giving an existing idea a stronger creative direction.

I bring together strategic thinking and hands-on execution, helping brands move from ideas to content that makes sense for their business and feels natural to their audience.

And yes, I use AI. Not to replace the thinking, but to make more room for it.

What I Do

Strategy, creativity,
and execution.
Working together.

Whether I'm collaborating with an agency, supporting an in-house team, or working directly with a founder, my role is to connect the bigger picture with the details that bring it to life.

Content with a purpose, not just a publishing schedule.

A strong content presence starts with knowing what it needs to do. Business objectives, audience insights, positioning, and creative opportunities come together in one clear strategy.

Editorial pillars, messaging frameworks, content planning, and ongoing direction keep that strategy alive over time, building a clearer, more consistent presence.

Selected Work

Different brands.
Different challenges.
One consistent approach.

I've worked across consumer brands, international marketing teams, B2B businesses, SaaS products, and service companies.

Each project requires a different voice, a different creative process, and a clear understanding of what the brand is trying to achieve.

Here are a few examples.

01 / JBL & Harman Kardon

Multi-Market Content Strategy, Brand Storytelling & Creative Direction

Content Strategy · Social Media Strategy · Creative Direction · Brand Communication

4 years

and ongoing

6 markets

across Latin America

4 brands

JBL, Harman Kardon, JBL Car Audio and Harman Brasil

View on Instagram ↗View on Instagram ↗View on Instagram ↗View on Instagram ↗View on Instagram ↗View on Instagram ↗

Context

For the past four years, I've been working on content planning for JBL and Harman Kardon across six Latin American markets, including Brazil, Argentina, Chile, Colombia, Peru, and Uruguay.

My role

As part of a multidisciplinary operation, my work involves developing editorial direction, coordinating creative efforts, adapting brand narratives to different audiences, and maintaining consistency across markets and platforms.

A few highlights:

Growing JBL Brazil to 1 Million Instagram Followers

In 2025, JBL Brazil reached one million Instagram followers, becoming the brand's largest Instagram community worldwide.

My work on the account's content strategy has focused on audience understanding, editorial consistency, cultural relevance, and building a recognizable brand presence over time.

Watch the reel on Instagram (opens in a new tab)
Grid of posts from the JBL Brazil Instagram feed

Turning Organic Brand Affinity into 415K+ Engagements

When a Brazilian creator spontaneously mentioned JBL, an opportunity emerged through social listening.

I helped identify and develop that moment into an organic brand initiative. The resulting video generated more than 415,000 engagements and helped establish an ongoing creator relationship, without paid media investment in the initiative.

Watch the video on TikTok (opens in a new tab)
Creator Menina Veneno in an orange coat holding a white JBL Boombox signed with her name, in front of stacked JBL boxes

Launching Harman Kardon on Pinterest

For Harman Kardon Brazil, I developed a Pinterest content strategy built around the brand's connection to design, technology, and lifestyle.

The project translated its premium positioning into a visual discovery platform, creating a consistent editorial direction that brought the brand into a new digital environment.

Grid of Harman Kardon pins created for Pinterest, showing speakers in home and lifestyle settings

What connects these projects?

Understanding the brand, recognizing opportunities, and
turning strategy into content that feels relevant to the people experiencing it.

Slide 1: You closed the round. Marketing just got 11 new priorities.See it on LinkedIn ↗ (opens in a new tab)

02 / stefka.com

AI-Native B2B Marketing Content & Creative Direction

B2B Content · LinkedIn Strategy · Copywriting · Creative Direction

How do you talk about AI in marketing without sounding like everyone else talking about AI?

That's one of the creative challenges behind my collaboration with stefka.com, an AI-native marketing consultancy working with ambitious businesses.

My work involves developing editorial concepts, LinkedIn content, messaging, and creative directions that connect AI, marketing strategy, and real business challenges.

The approach is grounded in a simple idea: faster execution doesn't automatically lead to better decisions.

My contribution

Editorial thinking, content concepts, copywriting, carousel storytelling, and creative direction.

The goal is to make complex B2B topics approachable, relevant, and worth discussing, without sacrificing strategic depth.

Bilio post: Your invoice has a voice. Make it yours. Illustration of personalized invoices in different colours.See it on Instagram ↗ (opens in a new tab)

03 / Bilio

SaaS Product Storytelling & Brand Voice

Product Messaging · Social Content · Copywriting · Creative Concepts

Not every software product needs to sound like software.

For Bilio, a platform designed to simplify invoicing and financial administration for freelancers, I developed content concepts that bring everyday freelance experiences into the conversation.

The voice is playful, confident, and direct, connecting practical product features with situations the audience already recognizes.

My contribution

Product-focused storytelling, brand voice adaptation, LinkedIn and Instagram copywriting, creative concepts, and visual content direction.

The result is an editorial approach that communicates what a product does without losing the personality of the people it's made for.

Carousel cover: Why does this shirt smell weird if it’s clean?See it on Instagram ↗ (opens in a new tab)

04 / A&T Dry Cleaners

Building a More Recognizable Brand Through Everyday Content

Brand Voice · Social Media Content · Creative Direction · Content Systems

For A&T Dry Cleaners, a family-owned business in Fort Lauderdale, Florida, I've worked on developing a social content approach that makes garment care approachable, useful, and relevant to everyday life.

The challenge is to communicate expertise and build trust without making the brand sound overly formal or turning every post into a sales pitch.

The content combines practical clothing-care education, recognizable everyday situations, and a friendly, slightly playful tone.

From educational carousels to creative concepts and conversational copywriting, the work is designed to bring consistency to the brand's communication while keeping it human.

My contribution

Content development, brand voice, copywriting, creative concepts, and ongoing editorial direction.

A reminder that even everyday services have stories worth telling when you know where to look.

How I Work

Good work needs a process. Great work still needs people.

I believe in using structure to make creativity easier, not to make everything look and sound the same. My approach is built around four principles.

Understand before creating.

The starting point is always the business, the audience, and the challenge.

I want to understand what we're trying to communicate, why it matters, and what a successful piece of content needs to accomplish before deciding what to create.

Give every brand its own voice.

A B2B marketing consultancy shouldn't sound like a freelancer invoicing platform.

Strong content comes from understanding the people behind a brand, its audience, and the perspective that makes it different.

Use AI intentionally.

AI can accelerate research, organize information, support creative exploration, and make repetitive parts of production easier.

But strategy, judgment, accuracy, and final creative decisions still need people who understand the context.

Make collaboration work.

I'm comfortable working independently or alongside founders, marketing teams, designers, editors, and other creative professionals.

I value clear communication, constructive feedback, reliable delivery, and workflows that become more efficient as a collaboration develops.

Taysi Borraz sitting by a window, wearing glasses and a dark sweater

About Me

Hi, I'm Taysi.

I'm a Brazilian content strategist, copywriter, and creative professional with over 15 years of experience in marketing and communications.

I have a degree in Advertising and a specialization in Digital Journalism from PUCRS, in Brazil.

My career began in client services, which gave me a broad understanding of how businesses, creative teams, and communication projects work together.

Over the years, I've moved through different sides of marketing, from client relationships and project coordination to content strategy, brand storytelling, and creative direction.

I've worked with international brands, collaborated across multidisciplinary teams, and helped develop communication for businesses of different sizes and industries.

More recently, I've been exploring how AI can support better creative and editorial work, without replacing the experience, curiosity, and judgment that make communication meaningful.

I enjoy the space between strategy and creativity, where understanding the problem is just as important as finding an interesting way to solve it.

A little more about my journey

In 2026, I attended the Executive Program in Management, Innovation & Leadership at UPF Barcelona School of Management, through a scholarship program offered by LAIOB.

During the program, my English-language article reflecting on the experience won the Experience Contest.

It was a meaningful recognition of something I've always valued in my work: turning ideas and experiences into stories that connect with people.

Let's Work Together

Have a project in mind? Let's talk.

Maybe your team needs an experienced content strategist who can bring structure and direction to ongoing work.

Maybe you're looking for someone who can understand a brand's voice, develop strong editorial ideas, and turn them into finished content.

Or maybe you're an agency looking for a creative partner you can trust with client projects.

I'm open to freelance projects, ongoing collaborations, and fractional partnerships with brands, agencies, and teams working internationally.

If my experience sounds like a good fit for what you're building, I'd love to hear about it.