Product & Creative Direction
Unified
Onboarding
Acquisition
Product & Creative Direction
Unified
Onboarding
Acquisition
Role
Brand Lead
Year
Apr 2025 — Nov 2025
Sector
Banking & Investment
Team
Data, Media Performance, Growth, Brand
Overview
Three products, one entry. Users didn't know which door was theirs
Three products, one entry. Users didn't know which door was theirs
Actinver offers financial solutions through three distinct platforms: Premium Advisory (personalized), Actinver Trade (self-directed), and DINN (first-time investors). When users landed on Actinver.com, they didn't know which was for them.
I led: defining the questionnaire flow and routing logic (with the Data team), and the full-funnel acquisition campaign creative direction and production.
Problem
The website reflected Actinver's org chart. Users think in goals
The website reflected Actinver's org chart. Users think in goals
Users arriving from a paid campaign landed on a product-specific page — determined by which ad they clicked, not by who they were. The structural issue: Actinver was organized around its products internally, and the site reflected that.
Architecture
~9 questions. Behavior-driven routing to the right product
~9 questions. Behavior-driven routing to the right product
A segmentation flow driven by behavior — questions about the prospect's relationship with their financial goals, savings habits, and investment experience. Not product choices.
Based on their answers, users land on one of three paths: Advised/Premium → handoff to human advisor. Self-directed → Actinver Trade onboarding. DINN → digital investment app onboarding. By the time a user reaches any path, they've already been qualified.
Campaign
Full-funnel acquisition
Full-funnel acquisition
Led creative direction and production across all formats: digital campaigns, video, static, DOOH/OOH, and social. Every creative decision had the flow in mind — the promise in the ad had to match the entry point experience.
Experimentation
Each version informed the next. A continuous optimization loop
Each version informed the next. A continuous optimization loop
Creative representation — Women-led visuals consistently outperformed mixed or male-led in the target segment.
Headline framing — Proof-based claims ("Ya son +200,000 usuarios") outperformed aspiration-only.
Opening line — "Transforma tu dinero" outperformed "Desde $100,000 puedes…" — aspiration before friction.
Format experiments — GIF variants tested against static — findings fed into subsequent campaign production cycles.
Path-specific messaging — Each of the 3 routes tested with distinct value propositions vs. shared messaging across all paths.
Outcome
People arrived at the right product faster, with less confusion
People arrived at the right product faster, with less confusion
This project turned a fragmented, product-organized set of landing pages into one unified entry experience built around the user. People arrived at the right product faster, with less confusion, and with their goals already on the table — which gave every downstream onboarding flow a much better starting point.
Specific conversion numbers are confidential per Actinver's data policy, but the directional results across every variable we tracked confirmed that the behavioral segmentation model was the right approach. Always working as a Team (Data, Media Performance, Growth and Brand).
Next project
Reducing Complexity With Guidance
Overview
Three products, one entry. Users didn't know which door was theirs
Actinver offers financial solutions through three distinct platforms: Premium Advisory (personalized), Actinver Trade (self-directed), and DINN (first-time investors). When users landed on Actinver.com, they didn't know which was for them.
I led: defining the questionnaire flow and routing logic (with the Data team), and the full-funnel acquisition campaign creative direction and production.
Problem
The website reflected Actinver's org chart. Users think in goals
Users arriving from a paid campaign landed on a product-specific page — determined by which ad they clicked, not by who they were. The structural issue: Actinver was organized around its products internally, and the site reflected that.
Architecture
~9 questions. Behavior-driven routing to the right product
A segmentation flow driven by behavior — questions about the prospect's relationship with their financial goals, savings habits, and investment experience. Not product choices.
Based on their answers, users land on one of three paths: Advised/Premium → handoff to human advisor. Self-directed → Actinver Trade onboarding. DINN → digital investment app onboarding. By the time a user reaches any path, they've already been qualified.
Campaign
Full-funnel acquisition
Led creative direction and production across all formats: digital campaigns, video, static, DOOH/OOH, and social. Every creative decision had the flow in mind — the promise in the ad had to match the entry point experience.
Experimentation
Each version informed the next. A continuous optimization loop
Creative representation — Women-led visuals consistently outperformed mixed or male-led in the target segment.
Headline framing — Proof-based claims ("Ya son +200,000 usuarios") outperformed aspiration-only.
Opening line — "Transforma tu dinero" outperformed "Desde $100,000 puedes…" — aspiration before friction.
Format experiments — GIF variants tested against static — findings fed into subsequent campaign production cycles.
Path-specific messaging — Each of the 3 routes tested with distinct value propositions vs. shared messaging across all paths.
Outcome
People arrived at the right product faster, with less confusion
This project turned a fragmented, product-organized set of landing pages into one unified entry experience built around the user. People arrived at the right product faster, with less confusion, and with their goals already on the table — which gave every downstream onboarding flow a much better starting point.
Specific conversion numbers are confidential per Actinver's data policy, but the directional results across every variable we tracked confirmed that the behavioral segmentation model was the right approach. Always working as a Team (Data, Media Performance, Growth and Brand).
Next project
Reducing Complexity With Guidance
Impact
3→1
Fragmented landings replaced with one behaviorally-driven entry point
~9
Question segmentation flow — routes users by behavior and goals, not product knowledge
v3+
Multi-version experiment program — continuous optimization loop v1 → v2 → v3+
✓
Creative learnings fed back into the system: representation, claims, and format insights