pretty isn’t enough

I design digital experiences that look good, feel intuitive, and solve problems.

I’m Beatriz Moreno del Castillo, a digital experience and marketing specialist with 7+ years of experience turning complex ideas, content, and business goals into experiences people can actually understand, use, and remember.

My work sits at the intersection of design, strategy, content, and technology. I care about the details, but I care even more about what those details accomplish.

let's work together
See my work
A woman with dark brown hair and a purple blouse sitting at a desk, smiling, with her chin resting on her hand in a bright, modern office setting.
A workspace with a desk, pink chair, plush blanket, multiple monitors, a white desk lamp, and a computer case with purple lighting near a window with blinds, and two shelves with plants and decorations on the wall.
A workspace with a desk, pink chair, plush blanket, multiple monitors, a white desk lamp, and a computer case with purple lighting near a window with blinds, and two shelves with plants and decorations on the wall.
Black background with white text reading 'Nothing in this image' 
My creative HQ

I didn’t start out trying to become a digital strategist. I just kept asking better questions.

connecting the dots between what a business needs and what the user need.

  • Websites.

  • CMS content.

  • UX-minded design.

  • Accessibility.

  • Digital journeys designed around real people.

Digital Experience

  • Campaigns.

  • Email.

  • SEO.

  • Content strategy.

  • Analytics.

  • Optimization that connects creative work to measurable outcomes.

Digital Marketing

  • Visual systems.

  • Digital assets.

  • Presentations.

  • Landing pages.

  • Experiences that communicate clearly without losing personality.

Design & Creative

  • Finding what isn't working.

  • Understanding why.

  • Turning those insights into practical improvements.

Strategy & Optimization

Have a problem you’re trying to solve? Let’s talk →

creative

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design

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Marketing

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creative ・ design ・ Marketing ・

strategy

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optimization

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simplicity

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strategy ・ optimization ・ simplicity ・

How I got here.

My career started in hospitality, where I learned something that has stayed with me ever since: the experience is the product.

Whether someone is booking a hotel, planning a trip, reading an email, navigating a website, or deciding whether to trust a brand, every interaction shapes what they think and what they do next.

Over the years, my work evolved from marketing and guest experience into digital design, content, CMS management, SEO, email marketing, accessibility, and optimization. I've worked across hospitality, tourism, and large-scale digital ecosystems, managing content and experiences across hundreds of websites and multilingual markets.

Along the way, I realized that the part of the work I loved most wasn't simply creating something beautiful.

It was figuring out why something wasn't working, and making it better.

That became the foundation of how I work today.

“I’m interested in the space between what a business wants to say and what a person actually needs to hear.”
A cityscape view of Madrid, Spain, showing historic buildings, a busy street, and the Metropolis building with its ornate dome and statue on top, under a partly cloudy sky.

fun fact

I was born and raised in Madrid, Spain. After years of doing long-distance, I finally crossed the Atlantic to be with my now-husband. Today, I’m lucky enough to call Georgia home

i’ve worked bts of some pretty big experiences.

My background spans hospitality, tourism, marketing, digital content, and creative technology. I've worked across 300+ websites, multilingual content environments, email campaigns, SEO, accessibility, A/B testing, CMS platforms, and digital marketing initiatives.

I've collaborated with organizations and teams including:

Logo featuring stylized triangles and the text 'Pyramid Global' in bold, futuristic font with a purple and gray color scheme.
Logo of NH Hotels in dark blue with the letters "NH" and the word "HOTELS" underneath.
Text that reads "Visit Orlando" with "Visit" in blue and "Orlando" in orange.
The Canva logo on a circular, gradient background fading from teal to purple.
let's work together

Start with people.

Then solve the problem.

I don't believe in designing based on assumptions or adding things simply because they look cool.

My process starts by understanding the people we're designing for, the business behind the experience, and the problem we're actually trying to solve.

Pretty gets attention. Purpose earns it.
  • A wall filled with organized colorful sticky notes, primarily green and blue, containing handwritten notes on food waste, sustainability, and personal reflections. There is also a white sheet of paper with written text and some smaller sticky notes in pink and orange at the bottom left corner.

    01

    UNDERSTAND.

    Listen before designing.

    I ask questions, look at the existing experience, understand the audience, and identify where things are getting lost, confusing, or unnecessarily complicated.

  • A young woman with long, dark brown hair is reading a printed page on a table. She has a silver bracelet on her left wrist, red nail polish, and appears focused on the material. There is a pencil and some paper nearby, and a poster with red text on a wrinkled white background is partially visible on the wall.

    02

    FIND THE OPPORTUNITY.

    Look beyond the obvious.

    Sometimes the problem is visual. Sometimes it's the content. Sometimes it's the technology, the journey, or the strategy behind it. I look at the whole experience instead of treating symptoms.

  • A narrow hallway illuminated with vibrant pink, purple, and teal neon lights, creating a colorful, futuristic atmosphere.

    03

    MAKE IT MEANINGFUL.

    Design with intention.

    Every element should have a reason to exist. I combine creativity, strategy, empathy, and technology to create solutions that are both human and useful.

  • A laptop displaying a dashboard with data visualizations and charts, placed on a reflective surface with a blurred background.

    04

    TEST & IMPROVE.

    Good work is never really finished.

    I look at what happens after launch. What are people doing? Where are they dropping off? What's working? What isn't?

    Then we improve it.

A stylized cartoon girl Funko Pop style with long brown hair, gold earrings, and a purple dress, holding a laptop displaying graphic images.

A few things I’ll never stop believing.

People aren't problems to solve. They're stories to understand.

Design isn't decoration. It's communication, navigation, and problem-solving.

Accessibility isn't an afterthought. If people can't use an experience, the experience isn't working.

Data doesn't replace empathy. The best decisions happen when insights and human understanding work together.

Good work should have a reason. If we can't explain why something exists, we probably don't need it.

Curiosity makes better work. I'm always asking: Why? What if? What are we missing?

LET’S MAKE SOMETHING THAT WORKS,

NOT JUST SOMETHING THAT LOOKS GOOD.

Whether you need to improve an existing digital experience, turn an idea into something tangible, or figure out why your website isn't doing what it should, I'd love to hear about it.

Tell me what's not working. We'll work on what to do next.

start a conversation
view my work