Elena Rogers Lasaosa
Brand Strategist Specializing in Messaging / Email Marketing / Copywriting
Barcelona, ES
www.elenarogers.co
instagram @elenalasaosa
Q What do you do?
“I love using words to help brands develop authentic connections with their target audiences.”
The meanings of words can shape our perception of a brand, and I enjoy creating strategies focused on articulating the purpose behind a brand.
From building a brand (specifically creating the voice, tone, personality, and brand messaging strategy) to executing copy, I help your brand express its why and create value through written content.
Q What steps did you take to get to where you are now?
Since college, I always loved branding and marketing, but I didn't take the most linear path to get to where I am today. I started in corporate marketing, switched to digital advertising, and then landed in brand marketing.
I left my career in NYC and moved to Barcelona just as I was about to climb the corporate ladder at a beauty company because deep down, I knew the NYC rat race wasn't for me.
I joined an ambitious fitness start-up rapidly expanding across Europe. Over two years, I developed and managed branding and marketing strategies supporting the brand's growth.
In 2021, I became a freelancer to support even more purpose-driven brands. I enjoyed working on different projects and knew that having the freedom and flexibility to help various companies and founders simultaneously aligned more with my working style.
Q How do you stand out in your field?
I’m super curious and love asking questions.
I'm an overthinker, so naturally, I want to understand every single angle of a situation.
I've learned that in my personal life, not everyone appreciates being "grilled," but when it comes down to finding the why behind a brand, I ask all the right questions.
So often, founders and entrepreneurs are excited to launch their products and services that they forget to set up the fundamental building blocks of their brand.
My dedication to helping you create frameworks (which I build after asking hundreds of questions) to streamline your messaging strategy and handle the execution sets me apart from other brand strategists, email marketers, and copywriters.
Q What are you working on right now?
I'm currently a product marketing copywriter for Calm. I also have several ongoing projects supporting several founders with their email marketing strategies and copywriting needs.
Q What’s your style?
I love working with brands that are in alignment with my values.
When I identify with the brand's mission and purpose, I can easily step into the brand archetype. Building a brand narrative and creating copy that drives an emotional connection with the target audience doesn't feel like work because I can empathize with their pain points.
My favorite project is writing blogs for the non-alcoholic cocktail kit company. I gave up alcohol for almost a year when I became a fitness coach. After I turned 30, I mindfully reincorporated alcohol into my life.
As a self-proclaimed sober curious individual, writing for dri/kit and helping the founder build her content by sharing my perspective and giving guidance based on personal experience makes working fun.
Partnering with purpose-driven brands genuinely wanting to help people and improve their lives is fulfilling. I want my work to add value and not just promote another product that drives consumerism.
Q Out of all your slashies, which one do you wish you could do more often?
Health and wellness.
As a consumer (and fitness professional), I go nuts about anything health and wellness related. I would love to apply my passion for this space to more projects.
Q What is frustrating you right now?
I want to grow my social media presence to help people by sharing my health and wellness knowledge, but I don't want to spread myself too thin.
I've been using Instagram to let people in on a more authentic glimpse into my life, but I still can't bring myself to create reels as I am so camera shy. It's pretty ironic, given I can teach a spin class to a room full of 50 people, but I can't seem to get comfortable in front of the camera! Overcoming my fear of speaking to the camera is one of my 2023 goals.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
I would love a personal chef to make me breakfast, lunch, and dinner. I love eating, but I don't enjoy cooking, like at all.
Q What do you wish you could have told yourself, when, and why?
I would have told 21-year-old Elena, "Stop caring so much about what other people think about you!"
People will always have opinions and talk, no matter what you do.
Discover what you love and own it.
I spent my early 20s focused on external validation and chasing happiness in material things without recognizing how unfulfilled I was.
When I moved to Barcelona, I spent a lot of time getting to know myself and my passions. After I stopped working in corporate, I fully recognized how much I loved helping people and the impact my work could have instead of just chasing the next job title.
Q If you could talk to an expert to gain more insight on something, what would it be about?
A neuroscientist about why people make the decisions that they do! I've always been fascinated by people's behavior.
Q What kind of opportunities/projects are you looking for?
Ideally, a long-term partnership where I can fully support the growth of a brand. I also enjoy one-off projects, but building strategies further than several months allow us both to learn and grow with each other and create even more exceptional work.
Q Describe your ideal job/client/collaboration.
I would love to work with more sustainable brands that positively impact people's lives while still caring for our planet.
My dream job would be creating the brand messaging, building the email marketing sequences, and writing copy for all the brand touchpoints.
I envision a concept store (that can then be franchised) that carries upcycled fitness apparel, offers holistic health services, and brunch made from seasonal foods—a sort of one-stop shop for your Saturday morning wellness routine.
Q What is your rate?
Hourly rates are $80 for copywriting and $120 strategy but I prefer to price based on the project's deliverables.
Q How should someone approach you about working together?
Send me an email (hi@elenarogers.co) outlining what you need help with! You can check my website (elenarogers.co) to review my professional work experience. If you want a glimpse into my personal life outside the hours I spend on my computer, follow me on Instagram - @elenalasaosa. I'm a big believer in transparency, directness, and authenticity.
Q Who is a creative you admire?
I love Yung Pueblo, Deja Rae, Rupi Kaur, and Sheleana Aiyana. They all have a way with words that puts me at ease when I come across their Instagram posts. You know that feeling when you're wondering if you're the only one experiencing a particular emotion, and then you come across a post, and you're like, "Wow, okay yeah. It's not just me!"
Q Oh! and… how do you stay creative?
Music. I'm constantly listening to music, and interestingly enough, melodic house keeps me inspired and creative throughout the day.
This member profile was originally published in May 2023