When you join a startup, you quickly learn one thing: you’ve got to be everywhere at once. At MYHIXEL, a pioneering brand in men’s health, I wasn’t just writing ads or emails. I was also crafting landing pages, shaping PR materials, scripting webinars, reviewing content quality, and even writing UX copy for the app. Three years later, I can say I’ve touched almost every format you can imagine. And that versatility is exactly what I bring to the brands I work with today.

MYHIXEL has helped more than 60,000 men (and counting) regain control over their sexual health, launching innovative solutions that had never before been brought to market.

Today, the brand stands as a leader in men’s sexual wellness.

What I do for MYHIXEL

Working in a small, fast-paced startup meant wearing many hats. Here’s a snapshot of the areas I covered during my 3 years at MYHIXEL:

• Email marketing (launches, abandoned carts, sales flows, blog emails)
• Copy for ads (Meta, Google, banners, graphics, claims)
• Web content (landing pages, sales pages, product descriptions)
• Internal & PR documents (brand book, press releases, dossiers)
• Blog articles (SEO-friendly)
• Technical writing (instruction manuals)
• Webinar scripts and CCS materials
• Social media copy ans scripts
• UX writing for the wellness app
• Crisis communication strategy
• Content quality review
• Blog content strategy & calendar
• Translation of all the above

While my work at MYHIXEL touched almost every format, there are two projects that really stand out for me. The first one took me all the way to Las Vegas, where I crafted the messaging for MYHIXEL’s debut at CES 2024, the biggest tech event in the world. 

The second was one of our Meta Ads campaigns, where I got to put strategy and creativity to the test. Let’s start with CES…

CES 2024

At CES 2024, the biggest tech event in the world, I led the end-to-end messaging for MYHIXEL’s presence: from the main claim and booth copy to the press release, media dossier and journalist outreach. The idea was simple yet challenging: play with Las Vegas’ culture to earn the first glance, then land a science-backed solution for a health problem that is usually not talked about.

The challenge

When you’re presenting at CES—the world’s largest tech stage—you only get a few seconds to make people stop. We had to create copy that would stand out in a sea of innovation, speak directly to the audience, and break through the noise… without crossing the line. That meant developing punchy, memorable messaging for stands, roll-ups, product demos and press materials…all while dealing with a topic most brands shy away from.

The real challenge?

Balancing boldness with credibility. The message had to be disruptive enough to catch attention, yet respectful and trustworthy enough to be taken seriously, especially in the context of sexual health.

The idea

“What happens in Vegas… lasts longer with MYHIXEL Control.”

A playful twist that instantly clicks, paired with a very real promise: a science-backed solution for premature ejaculation, developed and endorsed by sexologists and urologists.

Yes, we were talking about something most people (and most brands) tend to avoid, given the taboos surrounding the topic.

What I delivered

• Master claim, booth headlines & product copy (zoned for scanning at 3–5 seconds).
  
• Press release + press kit (company story, product facts, expert validation, FAQ).
  
• Outreach to journalists to secure coverage and meetings during the show.
  
• Support creatives aligned with the message (video, on-site assets). The video reinforced the promise with lines like “Control your climax right from your smartphone” and tangible proof such as “30,000+ units in 50+ countries”.

Why it worked

We led with a single, memorable promise, kept the tone respectful and clinical, and made the story easy to scan in a noisy environment so the right people stopped, asked and booked the next conversation.

MYHIXEL’s presence at CES helped secure thousands of euros in investment and opened the door to television and teleshopping partnerships, expanding the brand’s visibility.

Meta Ads Campaign for MYHIXEL Ring

Promoting MYHIXEL Ring—a clinically tested device for erectile dysfunction—on Meta Ads was no small feat. The product itself is serious, science-backed, and developed by sexual health professionals. But try explaining that to Meta’s ad approval algorithm.

Let’s just say sexual wellness and Meta don’t exactly get along… even when the product is 100% clinically tested. That was our biggest challenge: we were dealing with a highly sensitive topic that required precise, careful language to avoid disapproval, while still creating engaging, bold reels that stood out in a crowded feed.

We needed to walk a fine line: catchy enough to grab attention, respectful enough not to trivialize the topic and compliant enough not to get banned. Most ads were short-form video reels (under 45 seconds), with just a few static images. And every single word had to be carefully weighed.

What I did

I was in charge of writing the scripts for all the promotional reels, both in Spanish and English, adapting the tone and messaging for each audience while keeping Meta’s ad policies in mind. I worked closely with the production team to ensure the copy translated smoothly into visual storytelling, coordinated feedback rounds and did the final proofreading before the editing phase.

A key part of the strategy was to avoid using any sensitive words, especially within the first and last five seconds of each video, since those are the most scrutinized by Meta’s algorithm. This required not only creative thinking, but also a deep understanding of the platform’s restrictions, so we could stay compliant without watering down the message.

The results

The Bigger Picture

Working with MYHIXEL has been one of the most formative experiences of my career, not just because of the sheer variety of formats I worked on, but because of the creative and strategic challenges involved in communicating about sexual health in a respectful, innovative way.

This project taught me how to adapt fast, write with intention, and make every word count. And that’s exactly the mindset I bring to every brand I work with today.