About · The person behind Charuan AB
I started by listening.
My work began with people trying to understand one another. Today, that same curiosity shapes how I approach language, culture, and the brands finding their place in Latin America.
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YOUR PORTRAIT
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Where it began
One conversation
at a time.
Interpreting is where my approach to language took shape. Working between English and Spanish in medical settings taught me to pay close attention: to what someone says, how they say it, and the context that gives their words meaning.
There is very little room for assumptions when two people need to understand one another. That experience stayed with me as my work moved beyond individual conversations and into the much larger conversations between brands and their audiences.
The scale changed. The responsibility to understand people didn’t.
From individual voices
to entire markets.
I moved into translation, localization, and content, eventually helping international teams make language decisions across Mexico and Latin America. Product experiences, campaigns, naming, terminology, and quality standards all became part of the work.
What ties them together is the same question: will this make sense to the people it’s meant for?
Another dimension of my work
Curiosity took me further.
Research became another way to understand how language shapes perception. Through my work analyzing climate and energy disinformation, I’ve studied how narratives emerge, travel across borders, and gain different meanings in different cultural settings.
Working on intelligence and analysis projects, including the COP27–COP30 cycles, sharpened a part of my practice that clients may not immediately associate with a linguist: the habit of questioning assumptions, looking closely at evidence, and understanding the wider context before recommending an approach.
Research · Cultural intelligence · Audience understanding
The personal side of language
And some words, I translate just for the love of them.
I studied Spanish literature at UNAM, and literary translation has remained a passion project alongside my professional work. There’s something deeply satisfying about sitting with a passage long enough to understand its rhythm, its voice, and everything it chooses not to say outright.
It doesn’t always have a deadline, a campaign objective, or a client brief. That’s part of why I love it. It keeps me curious, attentive, and reminded that language is also an art.
Today
Small practice.
Broad perspective.
Based in Mexico · Working across LATAM
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YOUR PHOTO
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Charuan AB is my independent practice. It brings together the different parts of my career—interpreting, localization, writing, language leadership, and cultural research—under one clear approach.
Working independently means I can stay close to both the people and the details. You’ll work directly with the person responsible for the thinking, decisions, and quality behind the project. When a bigger scope calls for additional expertise, I coordinate with specialized collaborators and remain accountable for the work.
I like good questions, practical solutions, and relationships that feel more like a collaboration than a handoff.
200+
Client projects
15,000+
Hours of freelance work
EN / ES
Languages I work between
Now it’s your turn
Let’s close
the gap.
Have a product, message, or research challenge that needs a closer understanding of Mexico and LATAM? Tell me what you’re working on.