Gabriel GuzmánSocial Media Director

I run social strategy and creative direction for 8 brands in Puerto Rico, and I build the AI systems that keep the agency behind them running. Scripts, shoots, paid media and the reporting pipeline that turned three days of work into twenty minutes.

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Gabriel Guzmán
8Client accounts directed
1.7MViews on one account in 12 months
12.2MPaid impressions at a $0.75 CPM
3 days → 20 minMonthly reporting, automated
Personal brand

I test the playbook on myself first

My own TikTok and Instagram, built from zero with no ad spend and no team. Every number below is organic. I write, shoot, and edit these myself, which is where the client playbook gets tested before it touches a client. Three of my top five are the same repeatable format, so the reach is a system, not a lucky post.

@gaboguz_1 @gaboguz_1
Reel about making pan sobao at home with a $75 bread makerReel + TikTok
377K views
10K shares5,217 saves
287K on Instagram · 90K on TikTok
TikTok about the US Virgin Islands, a 30 minute flight from Puerto RicoReel + TikTok
244K views
7,055 shares1,637 new followers
133K on Instagram · 111K on TikTok
TikTok about Fidela pizza in SanturceReel + TikTok
247K views
6,084 shares4,322 saves
167K on TikTok · 80K on Instagram
TikTok about Kemuri restaurant in SanturceReel + TikTok
211K views
6,224 saves524 new followers
153K on TikTok · 58K on Instagram
TikTok about the first PR Card ExpoReel + TikTok
26% full watched
19.2s avg watch24K views
15K on TikTok · 8.6K on Instagram

Numbers as of September 27, 2026.

Selected work

Content that earned its numbers

Every piece below shipped through me: I wrote or directed it, ran the shoot with the photographer and editor, and approved the final cut. Metrics are pulled straight from each account.

En La Meta Running

Running retail
1.7M views in 12 months. Monthly engagement up 178% and saves up 283% against my first quarter on the account, with ad spend down 29%. Longest-running account and the one I direct most closely.
En La Meta Instagram profile in January 2025 En La Meta Instagram profile today

January 20254,337 followers · 10 posts

Today15.3K followers · 251 posts

The same account before and after I took it over: +253% followers and a feed rebuilt around a consistent visual system instead of product photos.

En La Meta reelReel
215K views
3,186 likes78 comments
IShowSpeed newsjack · scaled with paid
En La Meta reelReel
190K views
2,313 likes23 comments
¿Sabes cuál es tu tipo de pisada?
En La Meta reelReel
137K views
333 likes5 comments
Lo que nadie te dice luego de una carrera
En La Meta reelReel
107K views
266 likes12 comments
Mi historia de running
En La Meta reelReel
46K views
602 likes130 comments
Día de Madres campaign
En La Meta reelReel
29K views
551 likes37 comments
Día del Padre campaign
En La Meta reelReel
18K views
312 likes4 comments
Marca del Mes · Hoka

Ancestral by Hacienda Chocolat

Specialty food
Bean-to-bar storytelling: the process, the product and the tasting room. I direct the shoots and write every script.
Ancestral reelReel
165K views
333 likes12 comments
Whisky flights
Ancestral reelReel
54.2K views
931 likes1 comment
Cada pieza es única
Ancestral reelReel
51.1K views
316 likes1 comment
Del cacao a tu mano
Ancestral reelReel
26K views
436 likes11 comments
Nuestras barras ganadoras
Ancestral reelReel
23.9K views
521 likes44 comments
Tours de la hacienda
Ancestral reelReel
21K views
465 likes4 comments
El moldeo

Bagori Coffee

Coffee
Local coffee brand built on product photography and in-shop reels.
Bagori Coffee postPhoto
10.6K views
245 interactions
El café que se disfruta en pareja
Bagori Coffee reelReel
6.2K views
696 interactions24 saves
Café 100% artesanal
Bagori Coffee reelReel
6.5K views
609 interactions22 saves
4 datos de Bagori Coffee
Bagori Coffee reelReel
6.7K views
244 interactions20 shares
El mejor acompañante de Bagori Coffee
Systems

The part most social directors don't build

The agency runs on tooling I wrote myself with Claude Code. It handles the work that used to eat the team's week, so the team spends that week on client work and new business instead.

01

Automated client reporting

Pulls Instagram, Facebook and Meta Ads data for the full roster, calculates the KPIs and writes a branded performance report and client email for every account, on a monthly schedule. Cut reporting from three team-days to under twenty minutes.

02

Per-client content engine

Each brand has a profile holding its voice, pillars and audience. The engine reads that profile and generates on-brand ideas, scripts and copy the team can shoot the same week, instead of starting from a blank page for eight different brands.

03

Daily trends and inbox triage

Every morning it scans TikTok, Instagram and Facebook for the formats and hooks actually breaking through, then classifies inbound email, researches new leads and drafts the replies.

The roster

Accounts I run

The accounts I plan, direct and report on month to month, plus the ones I ran before. The work above is a selection from across both.

Previously ran