Xavi Saldes Martí
Poppy Creative Strategist
- 15.07.98 (27 years)
- Bremen, Germany
- From Barcelona, Spain
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Hello!
It’s me… Xavi
I was born in 1998, the debut year of Britney, and raised in Rosalia’s hometown (Barcelona). For the last 3 years, I’ve been living and expanding (personally, and professionally) in No Angel’s country (Germany).
I am a firm believer in creativity (with strategy), a chronically online walking dictionary of pop culture references, and a sucker for nostalgia, music, and playlists! 🙂
Once upon a dream, I wished to work in the music industry. Now, it’s time to make that dream come true and pursue my passion.
- Songs of this section
Education Experience
and Schoolin’ Life
As Beyoncé once said, “who needs a degree when you’re schoolin’ life?”…
But I still did it… TWICE!
🎓M.A. Digital Media and Society
Universität Bremen, Germany | 2022 – 2025
GPA: 1.1 German grading | top performance
🔍 A research-focused program exploring digital media, society, and literacy. It examines the impact of digitalization and datafication on individuals everyday lives and institutions.
📘 For my Master’s Thesis (Grade: 1), I conducted a multi-qualitative method study to explore the practice of playlist curation from a media perspective.
🎓 B.A. in Advertising, Public Relations & Marketing
ESERP Business School (UVic), Barcelona
| 2016 – 2021 |
GPA: 1.3 German grading
🏅 Honorable mention for academic performance in the first year (2016-2017) and fourth year (2019-2020) and honors distinction in three courses: Ethics of Communication, Integrated Marketing Communication, International Marketing.
🎓 International Marketing & Arts Management (Semester Abroad)
Karlshochschule International University, Karlsruhe, Germany
September 2018 – June 2019
🌍 I completed an academic year in Germany through the Erasmus+ mobility program.
- Song of this section
Work
Work, Work, Work…
I come up with creative strategies to get things to “work, work, work, work, work.”
Like Dolly Parton, I’m no stranger to “working 9 to 5,” but I also thrive in working environments that break the monotony and allow for more flexibility and creativity.
🧑💻 Digital Project Management and Content Creation (Freelance)
April 2022 – May 2023 & September 2024 – January 2025
| Bremen | Clients from Spain
🗂 An important milestone in my career was embarking on freelancing, where I managed digital marketing strategies for my clients’ projects and businesses, primarily in the well-being sector.
This experience not only boosted my confidence in myself and my work but also sharpened my skills in negotiation and communication, always with honesty and transparency.
- Strategic development of digital marketing plans
- Creative development of digital communication concepts and plans.
- Design of offline communication materials and merchandise.
- Website creation and redesigns.
- Management of digital media and content creation
- SEO positioning and optimization & SEM campaigns.
- Plus: handling my first invoices and tax returns (and surviving the process)! and becoming Notion's best friend
⭐ Social Media Manager @ adjoe
September 2023 – January 2024 | Working Student | Hamburg
📱 During part of my Master’s studies, I was the Social Media Manager for the adtech company adjoe. My role primarily focused on content creation aimed at employer branding objectives.
- Researched, planned, created, and edited content for social media channels.
- Developed a Social Media strategy with a strong emphasis on Employer Branding.
- Created and managed a Social Ads plan to enhance brand visibility and recruitment.
💼 Junior Account Manager @ Lewis & Carroll
June 2019 – February 2021 | Full-time | Barcelona
🤝 I was the Account Manager for key accounts at the digital marketing agency, such as Unilever Spain (Hellmann’s, Knorr)
- Direct contact with the client and presentation of projects
- Development of strategic plans in the digital environment
- Planning and creation of content for Social Media and Newsletters
- Conceptualization, management, and optimization of Social Ads
- Monthly reports with analysis of the data collected in digital channels
- Benchmarking of competitors, content, and consumer insights research
✍️ Digital Content Intern @ Iberoandino Travel
April 2018 – January 2019 | Part-time | Barcelona
✍️ As my first experience in digital marketing, I worked as a Copywriter and Content Creator at a digital travel agency, developing content, researching user’s needs and trends, and collaborating with the sales department.
- Content writing and creation for the website, social media, and blog
- Community management
- SEO optimization, keyword research, content strategy, and performance tracking.
- Songs of this section
Hello!
It’s me… Xavi
I was born in 1998, the debut year of Britney, and raised in Rosalia’s hometown (Barcelona). For the last 3 years, I’ve been living and expanding (personally, and professionally) in No Angel’s country (Germany).
I am a firm believer in creativity (with strategy), a chronically online walking dictionary of pop culture references, and a sucker for nostalgia, music, and playlists! 🙂
Once upon a dream, I wished to work in the music industry. Now, it’s time to make that dream come true and pursue my passion.
- Songs of this section
Education Experience
and Schoolin’ Life
As Beyoncé once said, “who needs a degree when you’re schoolin’ life?”…
But I still did it… TWICE!
🎓M.A. Digital Media and Society
Universität Bremen, Germany | 2022 – 2025 (still enrolled)
GPA: 1 (top performance)
🔍 A research-focused program exploring digital media, society, and literacy. It examines the impact of digitalization and datafication on individuals everyday lives and institutions.
📘 For my Master’s Thesis (Grade: 1), I conducted a multi-qualitative method study to explore the practice of playlist curation from a media perspective.
🎓 B.A. in Advertising, Public Relations & Marketing
ESERP Business School (UVic), Barcelona
| 2016 – 2021 |
GPA: 1.3 German grading
🏅 Honorable mention for academic performance in the first year (2016-2017) and fourth year (2019-2020) and honors distinction in three courses: Ethics of Communication, Integrated Marketing Communication, International Marketing.
🎓 International Marketing & Arts Management (Semester Abroad)
Karlshochschule International University, Karlsruhe, Germany
September 2018 – June 2019
🌍 I completed an academic year in Germany through the Erasmus+ mobility program.
- Song of this section
Work
Work, Work, Work…
I come up with creative strategies to get things to “work, work, work, work, work.”
Like Dolly Parton, I’m no stranger to “working 9 to 5,” but I also thrive in working environments that break the monotony and allow for more flexibility and creativity.
🧑💻 Digital Project Management and Content Creation (Freelance)
April 2022 – May 2023 & September 2024 – January 2025
| Bremen | Clients from Spain
🗂 An important milestone in my career was embarking on freelancing, where I managed digital marketing strategies for my clients’ projects and businesses, primarily in the well-being sector.
This experience not only boosted my confidence in myself and my work but also sharpened my skills in negotiation and communication, always with honesty and transparency.
- Strategic development of digital marketing plans
- Creative development of digital communication concepts and plans.
- Design of offline communication materials and merchandise.
- Website creation and redesigns.
- Management of digital media and content creation
- SEO positioning and optimization & SEM campaigns.
- Plus: handling my first invoices and tax returns (and surviving the process)! and becoming Notion's best friend
⭐ Social Media Manager @ adjoe
September 2023 – January 2024 | Working Student | Hamburg
📱 During part of my Master’s studies, I was the Social Media Manager for the adtech company adjoe. My role primarily focused on content creation aimed at employer branding objectives.
- Researched, planned, created, and edited content for social media channels.
- Developed a Social Media strategy with a strong emphasis on Employer Branding.
- Created and managed a Social Ads plan to enhance brand visibility and recruitment.
💼 Junior Account Manager @ Lewis & Carroll
June 2019 – February 2021 | Full-time | Barcelona
🤝 I was the Account Manager for key accounts at the digital marketing agency, such as Unilever Spain (Hellmann’s, Knorr)
- Direct contact with the client and presentation of projects
- Development of strategic plans in the digital environment
- Planning and creation of content for Social Media and Newsletters
- Conceptualization, management, and optimization of Social Ads
- Monthly reports with analysis of the data collected in digital channels
- Benchmarking of competitors, content, and consumer insights research
✍️ Digital Content Intern @ Iberoandino Travel
April 2018 – January 2019 | Part-time | Barcelona
✍️ As my first experience in digital marketing, I worked as a Copywriter and Content Creator at a digital travel agency, developing content, researching user’s needs and trends, and collaborating with the sales department.
- Content writing and creation for the website, social media, and blog
- Community management
- SEO optimization, keyword research, content strategy, and performance tracking.
- Songs of this section
My Skills
I’ve got the love for music — but I’ve also got some cool skills
(besides hitting the right notes when singing in the shower).
Creativity and Conceptual Thinking
Organization
Human-Centered Connections
Analytical Thinking
Playlists
- Song of this section
Languages
Quoting Gaga, “I don’t speak german but I can if you like”…
Naja, eigentlich kann ich (ein bisschen). I also speak:
Spanish
Native
Catalan
Native
English
Full professional proficiency.
C1 Certificate – Cambridge, Issued Jul 2020.
German
Limited professional proficiency.
Currently pursuing B2 level.
- Song of this section
My Portfolio
Click each tab to learn more
Project Management
And Digital Marketing
From research, to strategy and execution, this is where I hit play on digital projects. With more than three years of experience in a digital marketing as Account Manager and Social Media Manager, I’ve managed campaigns, developed strategies, and created websites for different clients.
Later, as a freelancer, I focused on managing digital marketing projects —primarily for well-being companies.
My digital toolbox:
- Notion
- zendesk
- Jira
- WordPress
- Mailchimp
- Google Analytics
- Human-centered relationships
- Social Ads (Meta, LinkedIn)
Content Creation
and Social Media Strategy
Beyond managing projects, I’ve been in-front and behind the camera creating content. As a Social Media Manager, I’ve created strategic content through engaging storytelling and visual design.
My toolbox:
- Illustrator, Canva, Photoshop
- Capcut, Final Cut Pro, After Effects
- Instagram, X, TikTok, LinkedIn, Youtube
- My Creative Brain
Creative Projects
Based on Music
Music, nostalgia, and pop culture— this is where my creativity takes center stage.
As a side interest, I have developed digital projects primarily focused on music and popular culture, from a YouTube channel about 2000s pop music to a playlists and journaling project.
Check them out!
The Playlist Journal
Research-based project aimed at raising awareness of playlists as powerful tool for self-regulation and self-expression.
(Coming Soon)
Harmonia
For my Bachelor Thesis, I developed the business plan for HARMONIA, a music streaming app powered by AI that generates a CGI virtual artist for each user.
pOOp's
YouTube channel focused on defending 2000s pop music against the "pop music is a sh*t" discourse.
Cabina Conmigo
Digital project focused on nostalgia and second chances, using the disappearing and iconic telephone booths of Spain as the concept.
Research
In Media, Music, and Streaming Platforms
Playlists are my passion—not just in life, but in research. I’m fascinated by the power of music, and the way streaming platforms have transformed how we engage with music.
During my master’s studies in digital media, I have written multiple papers on music in everyday life, music and identity, music and well-being, playlists, and streaming platforms:
Research on Queer Identity and Pop Music
I have focused on the study of digital identities, particularly within queer youth, and how these identities are constructed or managed in digital spaces (such as pop music fandoms on social networks).
📄 Part of me: Queer identity informal learning through popular music fandom participation (2023)
📄 Datafication in music streaming services: Shuffling identities by means of controlling the user’s context (2022)
Research on Music Streaming Platforms
I have researched the phenomenon of mediatization of music, exploring how streaming platforms shape our daily lives and digital well-being.
📄 Please don’t stop the music… because I’m happy! Individual digital music use on music streaming platforms and digital well-being attainment (2023)
📄 Rolling in the (digital) deep: The deep mediatization of music in the nostalgic everyday life (2022)
Research on Playlists
My Master’s thesis explores how young people curate playlists from a social theory perspective, conceptualizing playlists as a technology of the self — a means of expressing emotions and identity.
📘 The (individual) Social Practice of User Playlist Curation: A Thematic Analysis of Youth Curatorial Media Practices on Music Streaming Platforms (2025)
📄 You’ve Got The Power (?): The Reappropriation of the Power of Music through Playlists as a “Technology of the Self” on Music Streaming Platforms (2024)
Xavi’s Projects feat.
Pixel Avatars created using the “Stardew Valley Character Creator” by Jaz and Poltergeister, licensed under CC BY 4.0.
Xavi’s Projects Playlist
I gotta feeling…
That today is gonna be a good day to get in touch!
If you find interesting any of my work and you think we can be a good match for a professional project, let’s make it happen. Contact me and the rest is still unwritten 🙂
