NEW YORK YANKEES
Spanish Social Media Assistant | July 2024 – Present
Lead Spanish-language social media coverage for the New York Yankees across Instagram, X, Facebook, and Pinterest. Create real-time game content, original video series, fan-focused storytelling campaigns, and platform-specific creative assets for an audience of more than 1.8 million followers.
FEATURED CAMPAIGNS & CONTENT SERIES
Bringing the Voice Behind the Call to Social Media
Rickie Ricardo is the Spanish-language play-by-play voice of the New York Yankees on WADO 1280 AM and has served as the team's lead Spanish broadcaster since 2014.
Content Innovation
Created and launched the Yankees' first recurring social media series centered on a Spanish-language play-by-play broadcaster, helping expand visibility of the Yankees' Spanish broadcast team and deepen engagement with Hispanic audiences.
What began as a single experimental reel evolved into an ongoing content franchise that fans actively anticipate throughout the season.
Project Overview
To help fans connect with the person behind the iconic calls, I developed and launched a recurring behind-the-scenes content series featuring Rickie throughout game days,
The goal was to transform a familiar voice into a recognizable personality across social media and give Spanish-speaking fans unprecedented access to the Yankees' Spanish broadcast experience.
Strategy & Results
The series helped fans put a face to one of the most recognizable voices in Spanish baseball, including Rickie's signature home run call:
"Esa se va... se va... y se fue."
By combining behind-the-scenes access, personality-driven storytelling, and live play-by-play moments, the series became a recurring fan-favorite feature that continues today.
View the complete series on Instagram: @YankeesBeisbol
8.7M+ Total Views Across Yankees Main & Spanish Channels
A fan-first storytelling campaign that generated 139K engagements, 1,496 new followers, and reached nearly 1.8 million accounts.
93.4% of views came from non-followers, highlighting the content's ability to reach new audiences through organic distribution and sharing.
Key Metrics
📈 8.7M Views | 👥 1.79M Reached | ❤️ 139K Interactions
👤 129.9K Engagement | 📈 1,496 Followers Generated
👍 126.6K Likes | 🔄 4,785 Shares | 💾 2,846 Saves
💬 534 Comments | 🔥 5.65M Facebook Views
Project Overview
This project documented Yankees fan Thiago meeting catcher J.C. Escarra during batting practice at Yankee Stadium. The goal was to create an authentic fan-first story that highlighted the emotional connection between players and fans while encouraging audience engagement through relatable, shareable content.
Strategy & Results
The creative approach centered on capturing a genuine fan experience through a player interaction that felt natural and unscripted. Rather than focusing on highlights or statistics, the content prioritized emotion, accessibility, and relatability. This fan-first storytelling approach generated significant engagement and became one of the highest-performing pieces of content published on the Yankees' Spanish social channels.
620K+ Views on Yankees Spanish Social
93.4% of views came from non-followers, highlighting the content's ability to reach new audiences through organic distribution and sharing.
Key Metrics
📈 927K Total Views | 👥 401K Reach | ❤️ 38.4K Interactions
👤 35K Accounts Engaged | 📈 562 +Followers | 👍 32.6K Likes
🔄 3,073 Shares | 💾 800 Saves | 💬 483 Comments
Project Overview
Thiago is a young Yankees fan from Puerto Rico whose family's content has built a passionate baseball community online. This project documented the realization of a lifelong dream: visiting Yankee Stadium and taking batting practice on the field. The goal was to capture the experience through a fan-first perspective and create an emotional story that resonated with both Yankees fans and families.
Strategy & Results
Rather than focusing solely on the stadium experience, the content centered on Thiago's excitement, personality, and genuine reactions. By leading with emotion and authenticity, the video created a strong connection with viewers and significantly outperformed typical content on the Yankees' Spanish social channels.
Brand Collaboration + Player Personality Piece
Demonstrated how branded partnerships can be integrated into player-focused content while maintaining strong audience engagement and social performance.
Key Metrics
▶️ 441.4K Views | ❤️ 46.7K Likes
💬 146 Comments | 💾 1,877 Saved | 🔄 3,275 Shared
👥 401K+ Accounts Reached | 📈 38.3K Total Interactions
Project Overview
This piece was created during the Yankees' collaboration with Latin music artist Feid and the release of the exclusive "Ferxxo" Yankees cap. During batting practice ahead of the Yankees' collaboration with Latin music artist Feid, I recognized an opportunity to create a content moment between Feid and Ben Rice. Knowing Ben speaks Spanish, I encouraged Feid to introduce him to a Colombian phrase and share a piece of his culture. I then captured the interaction as it unfolded naturally on the field..
Strategy & Results
The content focused on an authentic exchange rather than a traditional promotional message. By combining player personality, humor, and cultural connection, the video felt organic to social media and resonated with both baseball fans and Feid's audience.
Platform Management & Audience Reach
Responsible for daily content creation, publishing, community engagement, and real-time game coverage across the Yankees' Spanish-language social platforms, REACHING MORE THAN 1.8 MILLION FOLLOWERS ACROSS INSTAGRAM, X, FACEBOOK, AND PINTEREST.
CONTENT EXECUTION & VISUAL STRATEGY
Beyond long-form campaigns and video storytelling, I develop daily visual content that maintains audience engagement throughout the season, including Instagram Stories, reel covers, game-day graphics, and platform-specific creative assets.
Instagram Stories & Feed Presentation
Instagram Stories play a critical role in maintaining daily engagement and providing real-time updates to fans. By combining strong visuals, concise copy, and consistent branding, I create content designed to encourage taps, shares, and continued interaction throughout the season. For the Yankees' Spanish channels, I focus on presenting information in a way that is visually appealing, easy to consume, and tailored specifically to Spanish-speaking audiences.
IG STORIES
For the Yankees' Spanish channels, I focus on presenting information in a way that is visually appealing, easy to consume, and tailored specifically to Spanish-speaking audiences.
Pinterest: Expanding Baseball Beyond the Game
Pinterest functions as a visual search engine, allowing content to remain discoverable long after publication. Through original wallpapers, player-inspired artwork, stadium photography, and lifestyle-focused content, I use the platform to showcase baseball beyond game-day coverage and connect with audiences through visual discovery.
