I bring together communications, design, and technology to create digital experiences that inform, inspire, and move people to action.

Ask why.
Build better.

I’m Salo Aburto-Lenett, an award-winning digital strategist who believes the best work starts with curiosity.

From building websites and launching campaigns to writing content that connects with audiences, I’m driven by the same question: why? Why does this matter? Who are we trying to reach? And how can we create something that makes an impact?

Starting with "why" helps me create work that's not just polished, but meaningful — for the people it's meant to reach.

Creative Profile

Role

Digital communications leader

Web strategy & content specialist

Focus

Web design & user experience (UX)
Content strategy & storytelling
Marketing communications & campaigns
Web operations & optimization
Project & campaign management

Works With

Mission-driven organizations, brands, and teams building meaningful experiences

My Approach to Digital Work

A simple, reliable process grounded in strategy, collaboration, and thoughtful execution.

I start by understanding the audience, aligning on goals, and uncovering what will make the biggest impact.

Ask why & understand

I turn ideas into site maps, wireframes, content, and campaign plans that create a strong foundation for every project.

Build strategy & structure

I guide each project from production to launch, then use analytics, feedback, and collaboration to continuously improve it.

Create, launch & improve

Testimonials

Salo is that unique person who combines sophisticated digital skills with writing prowess and an intuitive ability to bring the best out of people.

Chief Marketing Officer at Klocke Estate Distillery

Rick Velleu

[Salo] had taken initiative to implement all kinds of project intake and management that are still in place today. He has a natural ability to keep projects clear and on track, and that skill is always needed on every team.

Director of Website Operations at Environmental Defense Fund

Daniel Mckenzie

From strategy to planning to project management and the nitty gritty, Salo brings a keen eye and ample imagination to his work. He’s not afraid to say what needs to be fixed and always offers practical solutions.

Director of Brand Digital Content at Environmental Defense Fund

Jake Kornegay

Ask why. Build better.