Marcela Benavides

Community-Led Generalist · Product Builder · LATAM Ecosystem
📍 Austin,TX & Monterrey, MX | ✉️ hello@marcelabenavides.com

I’m a generalist with 10+ years of experience building community-led products, from digital platforms to service-based brands. My work blends design, strategy, and storytelling—with a strong focus on human connection and real-world impact. I’ve built brands and communities for freelancers, wellness entrepreneurs, and education platforms across LATAM and the U.S.

Currently writing my first book (a practical guide for freelancers), while leading the development of SPOTS, a platform for creative classes and workshops. I co-built the business and digital presence behind Magaly Shake&Sculpt, a community-driven fitness brand, and previously led community and education at Crema, a 10k+ freelance community. I’m looking to join an early-stage team that values intuition, creativity, and systems thinking to grow an engaged, purpose-driven community.

Experience

Head of Community
Crema / Feb 2022 – June 2025

  • Led the growth of a 10,000+ member community for freelancers and creative professionals across LATAM.

  • Designed and executed community programs, including a podcast, YouTube channel, and live workshops.

  • Used qualitative user feedback to influence product development and shape the roadmap.

  • Created and scaled content strategies that positioned Crema as a trusted brand in the freelance ecosystem.

  • Collaborated cross-functionally with product and ops to align insights with business goals.

Product & Brand Lead (Freelance)
Magaly / 2020 – 2025

  • Built and maintained the custom website for Magaly, a digital fitness platform with over 30,000 subscribers.

  • Designed the full user experience for online fitness programs during the early rise of digital wellness.

  • Co-developed programs, launched features, and optimized platform performance.

  • Led brand strategy and creative execution across campaigns, email, and social.

  • Helped grow Magaly from personal project into a thriving, community-driven business.

Founder
SPOTS / 2025 – Present

  • Building an early-stage platform to help local studios manage bookings for in-person classes and workshops.

  • Identified a market gap through years of freelance experience building Shopify stores.

  • Leading product, branding, user interviews, and early community outreach in LATAM & the U.S.

  • Currently developing MVP and preparing beta onboarding.

Freelance Work
comcomcom / 2015 – Present

  • Independent Shopify Partner with over 100 e-commerce stores built for brands across Mexico and LATAM, with a focus on wellness, skincare, fashion, and creative founders.

  • Recognized as one of the top solo-led Shopify partners in Mexico, known for intuitive, conversion-friendly storefronts.

  • Consults on product-market fit, content strategy, and post-launch improvements.

  • Collaborates with design studios, creates onboarding tutorials, and develops systems to help founders manage their stores with confidence.

Skills

Core Skills

  • Community Building & Engagement

  • Brand Strategy & Creative Direction

  • Digital Product Development

  • Content Marketing & Campaign Planning

  • UX & Web Strategy (Shopify)

  • Email & Lifecycle Marketing

  • LATAM Market Expertise

  • Bilingual: English / Spanish

Tools & Technical

  • Figma (design, prototyping)

  • Shopify (store builds, theme customization, POS)

  • Squarespace (site builds)

  • Notion (systems & docs)

  • Klaviyo, Mailchimp, HubSpot

  • HTML/CSS

  • Video Editing & Podcast Production (Premiere, Riverside, Capcut)