Shakers is a Spanish tech freelance ecosytem that raised 14 million euros in Series A in 2025 and is now building toward Series B. As Brand Strategist, the work wasn't just about communications. It was about building the internal systems, communities and growth initiatives that a scaling startup actually needs. Some of it shipped. Some of it is still growing. One of it is becoming a product feature.
Strategy from the inside
Joining a funded startup in growth mode means the problems are real, the resources are limited and everything you build has to work immediately. At Shakers, a Spain-based freelance marketplace expanding across the UK, Portugal, Italy and France, the role of Brand Strategist meant operating across product, communications, community and culture simultaneously. Not as a consultant looking in, but as someone responsible for making things move.
That included coordinating international PR agencies in the UK and Portugal following the Series A announcement, developing targeted acquisition campaigns to grow both sides of the marketplace, and relaunching the company's LinkedIn webinar format. The first one back generated a 12.5% conversion rate, producing new company and freelancer accounts from a standing start.
Building the new InfluShakers program
Shaker's social selling program existed before, but it wasn't at its full potential. Participation was manual, practically limited to Sales collaborators, confined to LinkedIn and dependent on a team member processing every submission by hand. The ceiling was low and the process was slow.
The redesigned InfluShakers opened the program to all collaborators across multiple platforms, automated the core mechanics and introduced a transparent points and rewards system built from scratch using Base44, designed through multiple iterations until the experience was clean enough to actually drive behavior. An integrated AI assistant gave users real-time content ideas directly inside the platform, removing the blank page problem that stops most people from posting consistently. The result was a program that more people joined, required less internal overhead to run and created enough proof of concept that Shakers is now developing a version of the same system for the freelancers on their platform.
She Shakes Tech
Not every initiative is measured in conversion rates. She Shakes Tech is Shakers' community for women in tech, built to create real opportunity for female freelancers in a space that has historically excluded them. The concept was to create a place that would boost women's presence in the tech world and to offer support to change their current reality. The community has grown steadily on Slack, produced events averaging 40 attendees each and established active partnerships with Women In Tech and Fundación ASTI. It moves slower than a campaign. It matters more than most.