Something that doesn’t exist until you feel it. No product, no promises, and rules on half of what I can say. What’s left is campaigns, content and community. Turns out that’s the creative part anyway.
About
Since my first year of marketing college, people have been coming to me with “Lucía, how would you do this?” Friends, the college itself, someone building an app. I always had an idea, so I always said yes. I still do it for the same reason. I like making things, and I like seeing them work.
Then I moved to Ireland on my own. First job was a small casino in Bray. I didn’t know the numbers in English yet, and they put me on the cash desk. Six months later I walked into Carlton, the best known casino in Dublin, and asked for the manager. They called me two days later. Cash desk, then the tables, now the marketing side.
At Carlton Casino Club I work on social, content and promotion, getting people through the door for events, in an industry where you’re not allowed to say much. Some nights I’m the one on the mic running the draws. On the side I run campaigns for my own freelance clients, start to finish.
My team is mostly Brazilian, so I learned Portuguese at work. Nobody taught me, I just needed it. English, Spanish, Portuguese, all day.
Work 01
Context
I joined when Carlton was still coming back after the pandemic, with a small team. In a place like that you end up touching things you wouldn’t be allowed near for years in a big company. The team is much bigger now, and I was inside that growth.
What I do
At least one event a week, and a big one every month: singers, DJs, dancers, food, prize draws. I coordinate all of it. And the draws, the promotions and the tournaments are mine end to end. I schedule them, I present them and I run them, in front of the room.
The thinking
Dublin isn’t one audience. There’s a large Brazilian community, a large Chinese one, and a city that stops for a big football match. So Brazilian Independence Day is an event. Chinese New Year is an event. The match is an event. You’re not promoting a casino, you’re giving a specific group of people a reason to pick us tonight.
I’ve spent years dealing with people face to face, including the ones having a bad night. You learn to keep a room calm, and you learn that most angry people just want to be heard.
250
people in the room on the big nights, at capacity
1+
events a week, all year
3
languages on the floor
Work 02
Freelance
Weekly reggaeton and Brazilian funk party in Dublin, Wednesdays at Dicey’s Garden. It came to me with a name, a venue and 200 followers. No logo, no look, no voice. I do all of it: the logo and the brand, the tone, the weekly flyer, the copy in English, the giveaways, every comment and DM. And because I come from events, I also do the visuals we project in the club and the decoration for the special nights.
149,768
views in one month, up 214% on the month before
88%
of those views from people who don’t follow the account
528
followers, up from 200
The top video: 39,784 views, 267 shares and 460 likes, on an account with 500 followers.
Freelance
An app to practise dealing: roulette, baccarat, blackjack, poker. My friend builds it, I brought everything around it: the name, the branding, the colour system, and Tony, a little teacher who walks you through it, so learning to deal feels like a game instead of a manual. Tony was my idea and I made him. I trained as a croupier and I’ve worked the tables, so I know what someone learning to deal gets stuck on. Live on Google Play and approved on the App Store. The marketing starts now, and that part is mine too.
Freelance
It started where every brand starts for me: a board of references, to decide what it should feel like before deciding what it looks like. It ended as a full brand manual: story, logo and variations, typography, colour, tone of voice, iconography, merch and how it all lands on an event flyer. A DJ posts something every week. A logo gets you one good week. A system means every flyer after that looks like the same person made it.
And a second party, picked up this month. Nothing to show yet.
Why me
In my industry there’s no product to hand over. No box, no receipt, nothing you take home. What we offer is a night out, and I can’t even promise how it goes, because that part isn’t mine to promise. So the work is everything around it: the brand, the room, the reason someone picks us over the pub next door. If you can market that, you can market a pen.
I shoot it, I edit it, I write it and I post it. Small team, so there’s nobody to hand it to. And honestly I’d want to do it anyway. Ideas are the easy part for me; the work is picking the one that survives contact with a real audience.
Flyers start as AI images and get finished by hand in Canva. Faster, and they still look like ours. My own finances run on a system I automated myself. I did a course in AI, I build side projects with it, and I go to AI events in Dublin because I actually want to be there. I’ve tried most of the tools out there, and I know which ones are worth the time.
Skills
Contact
[ opcional · una línea corta bajo los enlaces, si la quieres. No la invento. ]
