Leirum Lei Rivas

About Leirum Lei Rivas

I’m a creative copywriter and conceptual lead shaped by both sides of the industry—advertising agencies and global brands.That dual perspective means I know how to build big ideas and bring them to life in the real world. I translate strategy into concepts, voice systems, and storytelling that feel culturally relevant, intentional, and human—across multiple media touchpoints.I’m a Design Lead Writer and Creative Strategist at PepsiCo, where I help build brand worlds—defining voice, creating strong narrative storytelling, and developing copy systems that live across every touchpoint.I bring sharp craft and human-centered thinking to every project. Passion, hard work, and a diverse creative background fuel me to make work that’s relevant and relatable.I also embrace the use of AI tools like ChatGPT, but only to serve conceptual thinking and strategy.Looking forward to give my best and work hard to come up with great inspiring ideas and content.My expertise:Copywriter Lead & Mentor - Brand Voice + Messaging - Content Creator - Strong Conceptualizer - Bilingual Writer (Spanish – English)- Design Strategy - Multicultural Expertise - Strategic Thinker - Strong Cross-Media experience including TV, Radio, Print, Digital Advertising, Retail Advertising and Social Media - Experiential Concepting - Shopper Marketing-CPG knowledge - Storyteller - Doodle Illustrator :) My super powers:Collaboration - Passion - Kindness - Team Work - Can fly solo too!

Experience

1. Design Manager Copy

   PepsiCo

   May 2025 — Present

Education

• UCAB - Universidad Católica Andrés Bello

  Licenciada en Letras - Bachelor's Degree in Arts and Literature, Literatura, redacción, análisis literario, crítica de arte

  1995 — 2000

• Instituto Universitario Nuevas Profesiones

  Técnico Superior en Publicidad - Associate's Degree in Advertising, Publicidad, Mercadeo

  2002 — 2004