Professional portfolio

Lina Ceballos

Growth strategy &
digital transformation

I help teams figure out where growth is getting stuck and what to change next. I bring 18+ years in marketing, digital communications and consulting, along with the habits of a journalist and a philosopher.

Explore my work Download résumé

Lina Ceballos — Medellín, ColombiaCEGALAB co-founder

01 Portfolio

Selected work

How I’ve worked with teams on B2B growth, digital adoption, websites and editorial campaigns.

01 / MAKAIA & Medellín Chamber of Commerce for Antioquia

From digital assessment to adoption

I advised 12 businesses on digital transformation in 2026. Nine completed the assessment, roadmap, five advisory sessions and follow-up measurement.

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My role

I helped businesses identify gaps in how they attracted and followed up with customers, prioritize changes and build an adoption roadmap. Depending on the company, we worked on CRM, LinkedIn or outreach automation.

What the program measured

The program reported an increase in average digital maturity from 42.4% to 59.1%, a change of 16.7 percentage points.

Digital maturity2026

+16.7 pp

Change in the program’s average score

Baseline: 42.4%
Follow-up: 59.1%

Castor Evolución Digital

Building a B2B growth program

As Head of Growth and Marketing Director, I brought content, events, paid media and CRM together to support acquisition and sales follow-up.

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My role

I led the strategy and coordinated marketing, sales and community work. The program combined editorial content and events with prospecting through LinkedIn Sales Navigator and follow-up through CRM and automation.

Work sample

I joined Castor colleagues for a conversation about how generative AI changes artistic practice.

Explore the discussion

ZAKTI Ayurveda · CEGALAB

Making a practice easier to find and book

I worked on the website, editorial content and booking experience for an independent wellness practice.

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My role

I organized the site around the actions a visitor could take, from reading an article and exploring services to booking a consultation or joining the community.

What we built

The work included a service and booking journey, an educational blog, a newsletter and a downloadable recipe collection with a sign-up flow.

Visit ZAKTI Ayurveda

Blancas y Negras Estudio de Piano

Connecting a piano studio with its community

I developed event pages and editorial campaigns for a piano studio in Envigado, Colombia.

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What I made

I worked on the landing page for the second National Piano Teachers’ Gathering, communications for Rock al Piano and the studio newsletter. I also adapted teaching excerpts into short videos for social media.

Visit the piano studio

02 About

I started in journalism.

I covered technology and entrepreneurship across Latin America before leading marketing and online communities. The work still begins with listening, asking better questions and finding the clearest way to explain what I learn.

I co-founded CEGALAB to help teams put digital strategy into practice. My work today brings together B2B marketing, editorial strategy, CRM and practical uses of AI. I also teach, write and work on independent publishing through CEGALIBRIS.

Download my résumé

Selected experience

2026–Present
CEGALABCo-founder & Growth Consultant
2024–Present
MAKAIADigital Transformation Consultant
2022–2024
Castor Evolución DigitalHead of Growth & Marketing Director
2019–2022
GrikyHead of Marketing & Online Communities

Education

PhD in PhilosophyUniversidad Pontificia Bolivariana
Master’s in Literary HermeneuticsUniversidad EAFIT
Degree in JournalismUniversidad de Antioquia

03 Contact

Let’s talk about what’s next.

Get in touch about a growth leadership role, a consulting project or a collaboration.

Connect on LinkedIn WhatsApp for consulting