Multilingual Content · SEO · Localisation · Data Analytics
I’m Karla Ruiz de Matos. For more than ten years, I have written, edited, localised and led search-focused content for international audiences in finance, crypto, iGaming, technology and B2B.
My analytics practice uses SQL, BigQuery, Looker and spreadsheets to investigate broader business questions, while web development helps me turn ideas into usable digital work.
View selected projectsThe Work, in Practical Terms
My multidisciplinary profile connects language, editorial judgement, analytical reasoning and technical implementation.
I work across content, editorial operations, data analysis and digital implementation, with dedicated portfolios for each professional direction.
I translate search demand into useful content by connecting intent, terminology, competitors and local context with the needs of each audience.
Scalable content depends on clear editorial operations. I create standards, review work, coordinate contributors, resolve inconsistencies and keep the final page aligned with the brief, brand and publishing environment.
I clean, validate and analyse structured data to identify patterns, compare performance and communicate findings. My analytical projects address broader business questions and are designed to transfer across functions and sectors.
I build and improve focused digital experiences using front-end technologies, CMS platforms and API fundamentals. This technical practice stands on its own and also supports collaboration across editorial, analytical and product teams.
Selected Evidence
Published bylines, multilingual samples, documented analyses and working web projects show how the different parts of my experience connect.
Multilingual Editorial Portfolio
My portfolio covers research, SEO writing, editing and market adaptation across English, Spanish, Portuguese and French. It includes public bylines and projects in regulated or technically demanding sectors where terminology, evidence and user intent matter.
Data Analytics Case Study
I built an end-to-end cloud analytics workflow that validates loan data, creates reusable BigQuery risk marts and turns exposure, status and geographic concentration into an interactive Looker dashboard for ongoing monitoring.
Web Development Practice
I use semantic HTML, modern CSS, JavaScript, WordPress and API fundamentals to understand the environments where content and analysis live. This makes collaboration with design and development more precise and lets me build focused digital projects myself.
Languages & Markets
Localisation changes examples, terminology, register, search behaviour and sometimes the page structure itself. My portfolio reflects work for audiences across several countries and regions.
SEO writing, editing and localisation across Brazilian, European and African Portuguese contexts, with market-specific vocabulary and conventions.
Brazil · Portugal · MozambiqueContent for Spain and Latin American audiences, including neutral international Spanish and adaptations for specific national markets.
Spain · Latin America · InternationalResearch-led content for English-speaking audiences across marketing, finance, crypto, technology, B2B and news.
UK · USA · New Zealand · InternationalContent and localisation for French-speaking audiences, supported by research, terminology control and market-aware editorial review.
France · Canada · InternationalWorking Method
The tools change with the project. The reasoning stays consistent: define the question, inspect the evidence, make the editorial decision and verify the outcome.
Clarify the audience, business objective, market, constraints and standard of evidence before production begins.
Use search research, source evaluation, data cleaning and competitor context to separate useful evidence from noise.
Write, edit, localise, visualise or implement the answer in a format the intended audience can use.
Review accuracy, language, SEO, accessibility and publishing quality, then measure performance where data is available.
Education & Development
I began with languages and writing, expanded into marketing, editorial operations and web development, and continue to broaden the analytical side of my work through structured learning and practical projects. The combination helps me understand both the message and the system carrying it.
BA (Hons) in Language Studies and MA in Creative Writing.
Postgraduate marketing study combined with more than a decade of professional content work.
Full-stack development training and practical experience with CMS, front-end structure and APIs.
Doctoral research on AI and cognition, multiple completed analytics programmes and continued development across data science, artificial intelligence and analytical methods.
Contact
Send me a message and let’s talk.