{"id":86156,"date":"2025-12-28T22:40:10","date_gmt":"2025-12-28T21:40:10","guid":{"rendered":"https:\/\/invoicefly.com\/?p=86156"},"modified":"2026-02-13T11:10:00","modified_gmt":"2026-02-13T10:10:00","slug":"significado-de-goodwill","status":"publish","type":"post","link":"https:\/\/invoicefly.com\/es\/academy\/goodwill-meaning\/","title":{"rendered":"El Fondo de Comercio en Contabilidad: Definici\u00f3n, F\u00f3rmula y Pruebas de Deterioro"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"86156\" class=\"elementor elementor-86156\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-78f9871c e-flex e-con-boxed e-con e-parent\" data-id=\"78f9871c\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6069358c elementor-widget elementor-widget-text-editor\" data-id=\"6069358c\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t\n<p>Goodwill is the extra value a business pays when it buys another company for <em>more<\/em> than the fair value of its identifiable assets. That extra amount reflects things like brand reputation, loyal customers, strong relationships, and other advantages that help generate future income.<\/p>\n\n\n\n<p>In this guide, we&#8217;ll define goodwill in accounting, break down how it&#8217;s calculated, explain how impairment works, and show why this intangible asset plays such an important role in acquisitions and financial reporting.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-goodwill\"><strong>What is Goodwill?<\/strong><\/h2>\n\n\n\n<p>In accounting, goodwill is an intangible <a href=\"https:\/\/invoicefly.com\/academy\/what-is-an-asset\/\">asset<\/a> that shows up on a company&#8217;s <a href=\"https:\/\/invoicefly.com\/glossary\/balance-sheet-definition\/\">balance sheet<\/a> after it buys another business. In other words, goodwill is the extra amount paid beyond the fair value of the company&#8217;s identifiable assets and liabilities. Goodwill can also be looked at as the value representing all the hard work a seller has put into a business over the years.\u00a0<\/p>\n\n\n\n<p>So why would a buyer pay more than what the numbers say a business is worth? Because not everything that makes a company valuable can be easily measured.<\/p>\n\n\n\n<p>Goodwill reflects things that help a business earn money over time but don&#8217;t appear as separate line items, such as a well-known brand and solid reputation, loyal customers and long-term relationships, an experienced management team or skilled employees, unique processes or know-how, and a strong market position or strategic location.<\/p>\n\n\n\n<p>Together, these factors give a business an edge over competitors and increase its future earning potential, which is why buyers are often willing to pay a premium for them.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1000\" height=\"667\" src=\"https:\/\/invoicefly.com\/wp-content\/uploads\/2025\/12\/accountant-tracking-goodwill.jpg\" alt=\"Accountant reviewing goodwill\" class=\"wp-image-86158\" srcset=\"https:\/\/invoicefly.com\/wp-content\/uploads\/2025\/12\/accountant-tracking-goodwill.jpg 1000w, https:\/\/invoicefly.com\/wp-content\/uploads\/2025\/12\/accountant-tracking-goodwill-300x200.jpg 300w, https:\/\/invoicefly.com\/wp-content\/uploads\/2025\/12\/accountant-tracking-goodwill-768x512.jpg 768w, https:\/\/invoicefly.com\/wp-content\/uploads\/2025\/12\/accountant-tracking-goodwill-710x474.jpg 710w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-goodwill-means-in-a-business-acquisition\"><strong>What Goodwill Means in a Business Acquisition<\/strong><\/h2>\n\n\n\n<p>Goodwill only comes into play when one company buys another. In mergers and acquisitions, goodwill represents the extra amount a buyer is willing to pay above the fair market value of the business\u2019s identifiable assets and liabilities.<\/p>\n\n\n\n<p>For example, if Company A pays more for Company B than what its assets and liabilities are worth on paper, the difference is recorded as goodwill. That premium reflects things like brand reputation, loyal customers, experienced management, or a strong market position\u2014factors that add real value but aren\u2019t easy to measure individually.<\/p>\n\n\n\n<p>Companies can\u2019t record goodwill they build on their own over time. Accounting rules only allow goodwill to be recognized when it\u2019s purchased as part of an acquisition, which helps keep financial reporting consistent and prevents businesses from overstating their asset values.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-goodwill-appears-on-a-balance-sheet\"><strong>How Goodwill Appears on a Balance Sheet<\/strong><\/h2>\n\n\n\n<p>What is goodwill on a balance sheet? Goodwill is listed as an intangible, non-current asset in the assets section.<\/p>\n\n\n\n<p>You&#8217;ll usually find it grouped like this:<\/p>\n\n\n\n<p><strong>Assets<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Current assets<\/li>\n\n\n\n<li>Property, plant, and equipment<\/li>\n\n\n\n<li>Intangible assets (Patents, Trademarks, Goodwill)<\/li>\n<\/ul>\n\n\n\n<p>This format clearly distinguishes goodwill from tangible assets and other identifiable intangible assets. Unlike <a href=\"https:\/\/invoicefly.com\/academy\/how-to-calculate-depreciation\/\">depreciation<\/a> for physical assets or <a href=\"https:\/\/invoicefly.com\/academy\/amortization-vs-depreciation\/\">amortization for intangible assets<\/a>, goodwill is not systematically amortized under current standards. Instead, it remains at historical cost unless impairment testing reveals a decrease in value.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1000\" height=\"667\" src=\"https:\/\/invoicefly.com\/wp-content\/uploads\/2025\/12\/business-owner-checking-payments.jpg\" alt=\"Business owner reviewing payments\" class=\"wp-image-86159\" srcset=\"https:\/\/invoicefly.com\/wp-content\/uploads\/2025\/12\/business-owner-checking-payments.jpg 1000w, https:\/\/invoicefly.com\/wp-content\/uploads\/2025\/12\/business-owner-checking-payments-300x200.jpg 300w, https:\/\/invoicefly.com\/wp-content\/uploads\/2025\/12\/business-owner-checking-payments-768x512.jpg 768w, https:\/\/invoicefly.com\/wp-content\/uploads\/2025\/12\/business-owner-checking-payments-710x474.jpg 710w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-to-calculate-goodwill\"><strong>How to Calculate Goodwill<\/strong><\/h2>\n\n\n\n<p>How is goodwill calculated? The formula itself is simple. The real work comes from proper <a href=\"https:\/\/invoicefly.com\/academy\/small-business-bookkeeping\/\">bookkeeping practices<\/a> and accurately valuing the assets and liabilities involved in the deal.<\/p>\n\n\n<div data-elementor-type=\"section\" data-elementor-id=\"67268\" class=\"elementor elementor-67268\" data-elementor-post-type=\"elementor_library\">\n<div class=\"elementor-element elementor-element-3138132 e-flex e-con-boxed e-con e-parent\" data-id=\"3138132\" data-element_type=\"container\">\n<div class=\"e-con-inner\">\n<div class=\"elementor-element elementor-element-e9bb9f2 e-con-full e-flex e-con e-child\" data-id=\"e9bb9f2\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n<div class=\"elementor-element elementor-element-ef3a71f e-con-full e-flex e-con e-child\" data-id=\"ef3a71f\" data-element_type=\"container\">\n<div class=\"elementor-element elementor-element-c0d7a02 elementor-widget elementor-widget-heading\" data-id=\"c0d7a02\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"heading.default\">\n<h3 class=\"elementor-heading-title elementor-size-default\">Get Started with Invoice Fly&#8217;s Software<\/h3>\n<\/p><\/div>\n<div class=\"elementor-element elementor-element-472498a elementor-widget elementor-widget-text-editor\" data-id=\"472498a\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n<p>Invoice Fly is a smart, fast, and easy-to-use invoicing software designed for freelancers, contractors, and small business owners. Create and send invoices, track payments, and manage your business \u2014 all in one place.<\/p>\n<\/p><\/div>\n<div class=\"elementor-element elementor-element-c264baf elementor-align-left elementor-widget elementor-widget-button\" data-id=\"c264baf\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"button.default\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/invoicefly.onelink.me\/AeUs\/qohijf8g\"><br \/>\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\"><br \/>\n\t\t\t\t\t\t<span class=\"elementor-button-icon\"><br \/>\n\t\t\t\t<i aria-hidden=\"true\" class=\"icon icon-right-arrow1\"><\/i>\t\t\t<\/span><br \/>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Get Started Now<\/span><br \/>\n\t\t\t\t\t<\/span><br \/>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"elementor-element elementor-element-a9c32b8 e-con-full e-flex e-con e-child\" data-id=\"a9c32b8\" data-element_type=\"container\">\n<div class=\"elementor-element elementor-element-0915656 elementor-widget__width-initial elementor-widget-mobile__width-initial elementor-widget elementor-widget-image\" data-id=\"0915656\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"710\" height=\"643\" src=\"https:\/\/invoicefly.com\/wp-content\/uploads\/2024\/08\/mobile-mockup-3d-1-710x643.png\" class=\"attachment-keydesign-medium-image size-keydesign-medium-image wp-image-23031\" alt=\"Invoice Payments - Accept Payments Online\" srcset=\"https:\/\/invoicefly.com\/wp-content\/uploads\/2024\/08\/mobile-mockup-3d-1-710x643.png 710w, https:\/\/invoicefly.com\/wp-content\/uploads\/2024\/08\/mobile-mockup-3d-1-300x272.png 300w, https:\/\/invoicefly.com\/wp-content\/uploads\/2024\/08\/mobile-mockup-3d-1-1024x928.png 1024w, https:\/\/invoicefly.com\/wp-content\/uploads\/2024\/08\/mobile-mockup-3d-1-768x696.png 768w, https:\/\/invoicefly.com\/wp-content\/uploads\/2024\/08\/mobile-mockup-3d-1.png 1255w\" sizes=\"(max-width: 710px) 100vw, 710px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n\n\n\n<p><strong>Goodwill Formula<\/strong><\/p>\n\n\n\n<p>Goodwill = Purchase Price \u2212 Fair Value of Net Identifiable Assets<\/p>\n\n\n\n<p>Put another way:<\/p>\n\n\n\n<p>Goodwill = Purchase Price \u2212 (Fair Value of Assets \u2212 Fair Value of Liabilities)<\/p>\n\n\n\n<p><strong>Step-by-Step: How to Calculate Goodwill<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Determine the purchase price<\/strong> \u2013 Start with the total amount paid for the business, including cash, stock, and any liabilities the buyer agrees to take on.<\/li>\n\n\n\n<li><strong>Identify all assets<\/strong> \u2013 List everything the business owns, such as property, equipment, inventory, patents, trademarks, and customer-related assets.<\/li>\n\n\n\n<li><strong>Assign fair market values<\/strong> \u2013 Use current market values to estimate what each asset is worth in an open market.<\/li>\n\n\n\n<li><strong>Identify all liabilities<\/strong> \u2013 Include debts, accounts payable, deferred revenue, and other obligations.<\/li>\n\n\n\n<li><strong>Calculate net identifiable assets<\/strong> \u2013 Subtract the fair value of liabilities from the fair value of assets.<\/li>\n\n\n\n<li><strong>Calculate goodwill<\/strong> \u2013 Subtract the net identifiable assets from the purchase price. The remaining amount is goodwill.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-step-by-step-goodwill-calculation-example\"><strong>Step-by-Step Goodwill Calculation Example<\/strong><\/h2>\n\n\n\n<p>Let&#8217;s work through a practical example:<\/p>\n\n\n\n<p><strong>Scenario:<\/strong> Tech Solutions Inc. buys Digital Innovations LLC for $5,000,000.<\/p>\n\n\n\n<p><strong>1. Purchase price<\/strong> Total paid: $5,000,000<\/p>\n\n\n\n<p><strong>2. Fair value of assets<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Property &amp; equipment: $800,000<\/li>\n\n\n\n<li>Inventory: $200,000<\/li>\n\n\n\n<li>Accounts receivable: $150,000<\/li>\n\n\n\n<li>Patents: $500,000<\/li>\n\n\n\n<li>Customer database: $300,000<\/li>\n\n\n\n<li><strong>Total assets: $1,950,000<\/strong><\/li>\n<\/ul>\n\n\n\n<p><strong>3. Fair value of liabilities<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Accounts payable: $100,000<\/li>\n\n\n\n<li>Long-term debt: $250,000<\/li>\n\n\n\n<li>Deferred revenue: $50,000<\/li>\n\n\n\n<li><strong>Total liabilities: $400,000<\/strong><\/li>\n<\/ul>\n\n\n\n<p><strong>4. Net identifiable assets<\/strong> $1,950,000 \u2212 $400,000 = $1,550,000<\/p>\n\n\n\n<p><strong>5. Goodwill<\/strong> $5,000,000 \u2212 $1,550,000 = <strong>$3,450,000<\/strong><\/p>\n\n\n\n<p>Tech Solutions records $3,450,000 in goodwill, reflecting the value of the brand, customer relationships, employees, and growth potential that don&#8217;t appear as separate assets.&nbsp;<\/p>\n\n\n\n<p><strong>Tip<\/strong>: Understanding <a href=\"https:\/\/invoicefly.com\/academy\/profitability-ratios\/\">profitability ratios<\/a> helps evaluate whether this goodwill investment will generate adequate returns.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"668\" src=\"https:\/\/invoicefly.com\/wp-content\/uploads\/2025\/12\/team-discussing-cash-flow.jpg\" alt=\"Finance team discussing cash flow and goodwill\" class=\"wp-image-86160\" srcset=\"https:\/\/invoicefly.com\/wp-content\/uploads\/2025\/12\/team-discussing-cash-flow.jpg 1000w, https:\/\/invoicefly.com\/wp-content\/uploads\/2025\/12\/team-discussing-cash-flow-300x200.jpg 300w, https:\/\/invoicefly.com\/wp-content\/uploads\/2025\/12\/team-discussing-cash-flow-768x513.jpg 768w, https:\/\/invoicefly.com\/wp-content\/uploads\/2025\/12\/team-discussing-cash-flow-710x474.jpg 710w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-understanding-goodwill-impairment\"><strong>Understanding Goodwill Impairment<\/strong><\/h2>\n\n\n\n<p>Goodwill impairment happens when the value of goodwill on the books is higher than what the business is actually worth today. This usually occurs when the acquired company doesn&#8217;t perform as expected or when market conditions worsen, leading to <a href=\"https:\/\/invoicefly.com\/academy\/cash-flow-problems\/\">cash flow problems<\/a>.<\/p>\n\n\n\n<p>When goodwill is impaired, the reduction is permanent. Once it&#8217;s written down, it can&#8217;t be reversed\u2014even if the business improves later. The impairment loss is recorded on the <a href=\"https:\/\/invoicefly.com\/academy\/income-statement\/\">income statement<\/a>, which can significantly impact reported profits.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-how-goodwill-impairment-tests-are-performed\"><strong>How Goodwill Impairment Tests Are Performed<\/strong><\/h3>\n\n\n\n<p>Companies are required to test goodwill for impairment at least once a year, or sooner if warning signs appear.<\/p>\n\n\n\n<p>Common triggering events include a sharp drop in business performance, major changes in the industry or market, increased competition, economic downturns, or loss of key customers or leadership.<\/p>\n\n\n\n<p>To perform the test, companies identify the reporting units that include goodwill, estimate the fair value of each reporting unit, compare that value to its carrying amount including goodwill, and record an impairment loss if the carrying amount is higher.<\/p>\n\n\n\n<p>According to the <a href=\"https:\/\/www.acquisition.gov\/far\/31.205-49\" target=\"_blank\" rel=\"noreferrer noopener\">Federal Acquisition Regulation (FAR)<\/a>, goodwill impairment losses are generally unallowable costs for government contracting purposes.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-accounting-treatment-of-goodwill\"><strong>Accounting Treatment of Goodwill<\/strong><\/h2>\n\n\n\n<p>The accounting treatment of goodwill follows specific recognition and measurement rules affecting your <a href=\"https:\/\/invoicefly.com\/academy\/business-structure\/\">business structure<\/a> and financial reporting.<\/p>\n\n\n\n<p><strong>Initial Recognition:<\/strong> Record goodwill using proper <a href=\"https:\/\/invoicefly.com\/academy\/journal-entries\/\">journal entries<\/a>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Debit: Net Identifiable Assets<\/li>\n\n\n\n<li>Debit: Goodwill<\/li>\n\n\n\n<li>Credit: Cash\/Stock\/Liabilities<\/li>\n<\/ul>\n\n\n\n<p><strong>Subsequent Measurement:<\/strong> Under current <a href=\"https:\/\/viewpoint.pwc.com\/dt\/us\/en\/pwc\/accounting_guides\/business_combination\/business_combination__28_US\/chapter_9_accounting_US\/91_overviewaccounting-for-goodwill-postacquisitionUS.html\" target=\"_blank\" rel=\"noreferrer noopener\">U.S. GAAP,<\/a> goodwill is not amortized for public companies and is instead tested annually for impairment. However, private companies may elect a simplified accounting option that allows goodwill to be amortized over up to 10 years, with impairment testing required only when triggering events occur.<\/p>\n\n\n\n<p><strong>Impairment Recognition:<\/strong> When impairment is identified:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Debit: Goodwill Impairment Loss (Income Statement)<\/li>\n\n\n\n<li>Credit: Goodwill (Balance Sheet)<\/li>\n<\/ul>\n\n\n\n<p>This charge reduces both goodwill and net income, affecting overall performance. Understanding proper <a href=\"https:\/\/invoicefly.com\/academy\/journal-entry-accounting\/\">journal entry accounting<\/a> ensures accurate goodwill recording across your <a href=\"https:\/\/invoicefly.com\/glossary\/chart-of-accounts\/\">chart of accounts<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-types-of-goodwill-purchased-vs-internally-generated\"><strong>Types of Goodwill: Purchased vs Internally Generated<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-purchased-goodwill\"><strong>Purchased Goodwill<\/strong><\/h3>\n\n\n\n<p>Purchased goodwill arises from business combinations where one company acquires another. This type is the only goodwill recognized on financial statements because it has an objective transaction price, is verifiable through purchase documentation, and represents actual cash or consideration paid.<\/p>\n\n\n\n<p>Companies record purchased goodwill as an asset and subject it to annual impairment testing through regular <a href=\"https:\/\/invoicefly.com\/academy\/audit-meaning\/\">audit<\/a> procedures.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-internally-generated-goodwill\"><strong>Internally Generated Goodwill<\/strong><\/h3>\n\n\n\n<p>Self-generated goodwill develops through a company&#8217;s own operations\u2014building brand reputation, developing customer relationships, creating operational excellence, and establishing market leadership.<\/p>\n\n\n\n<p>While real and valuable, accounting standards prohibit recording internally generated goodwill because it&#8217;s subjective, difficult to measure reliably, not verifiable through <a href=\"https:\/\/invoicefly.com\/academy\/transactions\/\">transactions<\/a>, and recording it would allow manipulation of financial statements.<\/p>\n\n\n\n<p>This inherent goodwill exists but remains off the balance sheet unless another company pays a premium to acquire the business.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"667\" src=\"https:\/\/invoicefly.com\/wp-content\/uploads\/2025\/12\/advisor-explaining-credit-terms.jpg\" alt=\"Financial advisor explaining goodwill considerations\" class=\"wp-image-86161\" srcset=\"https:\/\/invoicefly.com\/wp-content\/uploads\/2025\/12\/advisor-explaining-credit-terms.jpg 1000w, https:\/\/invoicefly.com\/wp-content\/uploads\/2025\/12\/advisor-explaining-credit-terms-300x200.jpg 300w, https:\/\/invoicefly.com\/wp-content\/uploads\/2025\/12\/advisor-explaining-credit-terms-768x512.jpg 768w, https:\/\/invoicefly.com\/wp-content\/uploads\/2025\/12\/advisor-explaining-credit-terms-710x474.jpg 710w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-goodwill-vs-other-intangible-assets\"><strong>Goodwill vs Other Intangible Assets<\/strong><\/h2>\n\n\n\n<p>Goodwill differs from other intangible assets in key ways:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><\/td><td><strong>Goodwill<\/strong><\/td><td><strong>Other Intangible Assets<\/strong><\/td><\/tr><tr><td><strong>Identifiability<\/strong><\/td><td>Not separately identifiable; represents overall business value<\/td><td>Separately identifiable (patents, trademarks)<\/td><\/tr><tr><td><strong>Valuation<\/strong><\/td><td>Calculated as a residual after valuing all other assets<\/td><td>Valued individually based on specific characteristics<\/td><\/tr><tr><td><strong>Amortization<\/strong><\/td><td>Not amortized; tested annually for impairment<\/td><td>Amortized over their useful life<\/td><\/tr><tr><td><strong>Separability<\/strong><\/td><td>Cannot be sold or transferred on its own<\/td><td>Can be sold, licensed, or transferred separately<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>Understanding these factors helps distinguish goodwill from other assets when preparing <a href=\"https:\/\/invoicefly.com\/academy\/how-to-create-financial-projections\/\">financial projections<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-why-goodwill-matters-to-investors-and-business-owners\"><strong>Why Goodwill Matters to Investors and Business Owners<\/strong><\/h2>\n\n\n\n<p>Goodwill provides important insights for financial analysis and business valuation.<\/p>\n\n\n\n<p><strong>For Investors:<\/strong> High goodwill relative to total assets suggests aggressive acquisition strategy. Excessive goodwill may indicate overpayment, similar to paying above-market rates that hurt your <a href=\"https:\/\/invoicefly.com\/academy\/how-to-find-profit-margin\/\">profit margin<\/a>. Large goodwill balances create potential for significant future write-downs that reduce reported earnings.<\/p>\n\n\n\n<p><strong>For Business Owners:<\/strong> Knowing how buyers calculate goodwill helps in business sale negotiations. Understanding goodwill factors helps maximize sale price by demonstrating intangible value, and properly calculating goodwill ensures sound acquisition pricing.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-real-world-examples-of-goodwill-in-mergers-amp-acquisitions\"><strong>Real-World Examples of Goodwill in Mergers &amp; Acquisitions<\/strong><\/h2>\n\n\n\n<p>Large acquisitions offer clear examples of how goodwill shows up in real life.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Acquiring Company<\/strong><\/td><td><strong>Target Company<\/strong><\/td><td><strong>Year<\/strong><\/td><td><strong>Deal Value<\/strong><\/td><td><strong>Why Goodwill Was Recorded<\/strong><\/td><\/tr><tr><td><a href=\"https:\/\/news.microsoft.com\/source\/2022\/01\/18\/microsoft-to-acquire-activision-blizzard-to-bring-the-joy-and-community-of-gaming-to-everyone-across-every-device\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Microsoft<\/strong><\/a><\/td><td><strong>Activision Blizzard<\/strong><\/td><td>2023<\/td><td>$68.7 billion<\/td><td>Reflected the value of Activision\u2019s massive global player base, iconic franchises like <em>Call of Duty<\/em> and <em>World of Warcraft<\/em>, and its strategic importance to Microsoft\u2019s long-term gaming and metaverse plans.<\/td><\/tr><tr><td><a href=\"https:\/\/investors.broadcom.com\/news-releases\/news-release-details\/broadcom-acquire-vmware-approximately-61-billion-cash-and-stock\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Broadcom<\/strong><\/a><\/td><td><strong>VMware<\/strong><\/td><td>2023<\/td><td>$61B announced ($69B at close)<\/td><td>Included substantial goodwill tied to VMware\u2019s deep enterprise customer relationships, recurring subscription revenue, and leadership in virtualization and cloud infrastructure software.<\/td><\/tr><tr><td><a href=\"https:\/\/www.techtarget.com\/searchcustomerexperience\/news\/252492912\/Possible-Salesforce-Slack-buy-set-to-shake-up-CX-space\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Salesforce<\/strong><\/a><\/td><td><strong>Slack<\/strong><\/td><td>2021<\/td><td>$27.7 billion<\/td><td>Goodwill reflected Slack\u2019s large and loyal user base, strong brand recognition in workplace collaboration, and its strategic fit within Salesforce\u2019s broader ecosystem.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>These deals highlight how intangible assets now drive the majority of company value in the modern economy, showing why goodwill plays such a central role in mergers and acquisitions.<\/p>\n\n\n\n<p>\t\t<div data-elementor-type=\"section\" data-elementor-id=\"67268\" class=\"elementor elementor-67268\" data-elementor-post-type=\"elementor_library\">\n\t\t\t<div class=\"elementor-element elementor-element-3138132 e-flex e-con-boxed e-con e-parent\" data-id=\"3138132\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-e9bb9f2 e-con-full e-flex e-con e-child\" data-id=\"e9bb9f2\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-ef3a71f e-con-full e-flex e-con e-child\" data-id=\"ef3a71f\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c0d7a02 elementor-widget elementor-widget-heading\" data-id=\"c0d7a02\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Get Started with Invoice Fly&#8217;s Software<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-472498a elementor-widget elementor-widget-text-editor\" data-id=\"472498a\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Invoice Fly is a smart, fast, and easy-to-use invoicing software designed for freelancers, contractors, and small business owners. Create and send invoices, track payments, and manage your business \u2014 all in one place.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c264baf elementor-align-left elementor-widget elementor-widget-button\" data-id=\"c264baf\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"button.default\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/invoicefly.onelink.me\/AeUs\/qohijf8g\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"icon icon-right-arrow1\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Get Started Now<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a9c32b8 e-con-full e-flex e-con e-child\" data-id=\"a9c32b8\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0915656 elementor-widget__width-initial elementor-widget-mobile__width-initial elementor-widget elementor-widget-image\" data-id=\"0915656\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"710\" height=\"643\" src=\"https:\/\/invoicefly.com\/wp-content\/uploads\/2024\/08\/mobile-mockup-3d-1-710x643.png\" class=\"attachment-keydesign-medium-image size-keydesign-medium-image wp-image-23031\" alt=\"Invoice Payments - Accept Payments Online\" srcset=\"https:\/\/invoicefly.com\/wp-content\/uploads\/2024\/08\/mobile-mockup-3d-1-710x643.png 710w, https:\/\/invoicefly.com\/wp-content\/uploads\/2024\/08\/mobile-mockup-3d-1-300x272.png 300w, https:\/\/invoicefly.com\/wp-content\/uploads\/2024\/08\/mobile-mockup-3d-1-1024x928.png 1024w, https:\/\/invoicefly.com\/wp-content\/uploads\/2024\/08\/mobile-mockup-3d-1-768x696.png 768w, https:\/\/invoicefly.com\/wp-content\/uploads\/2024\/08\/mobile-mockup-3d-1.png 1255w\" sizes=\"(max-width: 710px) 100vw, 710px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-conclusion\"><strong>Conclusion<\/strong><\/h2>\n\n\n\n<p>In accounting, goodwill captures the extra value that makes a business worth more than just its physical assets. Knowing how goodwill is calculated, when it can be impaired, and how it appears on financial statements helps investors, business owners, and finance teams make smarter decisions.<br>Whether you\u2019re considering an acquisition, reviewing a company\u2019s financials, or preparing to sell your business, goodwill plays an important role in how value is measured. When handled correctly under <a href=\"https:\/\/invoicefly.com\/academy\/accrual-basis-accounting\/\">accrual basis accounting<\/a>, goodwill helps ensure financial statements reflect what a business is truly worth\u2014not just what shows up on paper.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-12878ec9 e-flex e-con-boxed e-con e-parent\" data-id=\"12878ec9\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-24e13004 elementor-widget elementor-widget-heading\" data-id=\"24e13004\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">FAQs About Goodwill<\/h2>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-51da2ba5 e-flex e-con-boxed e-con e-parent\" data-id=\"51da2ba5\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3e992a4f elementor-widget__width-initial elementor-widget elementor-widget-elementskit-accordion\" data-id=\"3e992a4f\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"elementskit-accordion.default\">\n\t\t\t\t\t<div class=\"ekit-wid-con\" >\n        <div class=\"elementskit-accordion accoedion-primary\" id=\"accordion-69e99d1830904\">\n\n            \n                <div class=\"elementskit-card active\">\n                    <div class=\"elementskit-card-header\" id=\"primaryHeading-0-3e992a4f\">\n                        <a href=\"#collapse-8065b3c69e99d1830904\" class=\"ekit-accordion--toggler elementskit-btn-link collapsed\" data-ekit-toggle=\"collapse\" data-target=\"#Collapse-8065b3c69e99d1830904\" aria-expanded=\"true\" aria-controls=\"Collapse-8065b3c69e99d1830904\">\n                            \n                            <span class=\"ekit-accordion-title\">1. Why is goodwill considered an asset?<\/span>\n\n                            \n                                <div class=\"ekit_accordion_icon_group\">\n                                    <div class=\"ekit_accordion_normal_icon\">\n                                        <!-- Normal Icon -->\n\t\t\t\t\t\t\t\t\t\t<i class=\"icon icon-down-arrow1\"><\/i>                                    <\/div>\n\n                                    <div class=\"ekit_accordion_active_icon\">\n                                        <!-- Active Icon -->\n\t\t\t\t\t\t\t\t\t\t<i class=\"icon icon-up-arrow\"><\/i>                                    <\/div>\n                                <\/div>\n\n                            \n                                                    <\/a>\n                    <\/div>\n\n                    <div id=\"Collapse-8065b3c69e99d1830904\" class=\" show collapse\" aria-labelledby=\"primaryHeading-0-3e992a4f\" data-parent=\"#accordion-69e99d1830904\">\n\n                        <div class=\"elementskit-card-body ekit-accordion--content\">\n                            <p>Goodwill is an asset because it represents future economic benefits from intangible advantages\u2014such as brand strength, customer loyalty, and market position\u2014acquired in a business purchase.<\/p>                        <\/div>\n\n                    <\/div>\n\n                <\/div><!-- .elementskit-card END -->\n\n                \n                <div class=\"elementskit-card active\">\n                    <div class=\"elementskit-card-header\" id=\"primaryHeading-1-3e992a4f\">\n                        <a href=\"#collapse-d5b379969e99d1830904\" class=\"ekit-accordion--toggler elementskit-btn-link collapsed\" data-ekit-toggle=\"collapse\" data-target=\"#Collapse-d5b379969e99d1830904\" aria-expanded=\"true\" aria-controls=\"Collapse-d5b379969e99d1830904\">\n                            \n                            <span class=\"ekit-accordion-title\">2. How do accountants handle goodwill?<\/span>\n\n                            \n                                <div class=\"ekit_accordion_icon_group\">\n                                    <div class=\"ekit_accordion_normal_icon\">\n                                        <!-- Normal Icon -->\n\t\t\t\t\t\t\t\t\t\t<i class=\"icon icon-down-arrow1\"><\/i>                                    <\/div>\n\n                                    <div class=\"ekit_accordion_active_icon\">\n                                        <!-- Active Icon -->\n\t\t\t\t\t\t\t\t\t\t<i class=\"icon icon-up-arrow\"><\/i>                                    <\/div>\n                                <\/div>\n\n                            \n                                                    <\/a>\n                    <\/div>\n\n                    <div id=\"Collapse-d5b379969e99d1830904\" class=\" show collapse\" aria-labelledby=\"primaryHeading-1-3e992a4f\" data-parent=\"#accordion-69e99d1830904\">\n\n                        <div class=\"elementskit-card-body ekit-accordion--content\">\n                            <p>Goodwill is recorded at acquisition and kept on the balance sheet at historical cost. It isn't amortized but is tested annually for impairment, with any losses recorded on the income statement.<\/p>                        <\/div>\n\n                    <\/div>\n\n                <\/div><!-- .elementskit-card END -->\n\n                \n                <div class=\"elementskit-card active\">\n                    <div class=\"elementskit-card-header\" id=\"primaryHeading-2-3e992a4f\">\n                        <a href=\"#collapse-cd09c8369e99d1830904\" class=\"ekit-accordion--toggler elementskit-btn-link collapsed\" data-ekit-toggle=\"collapse\" data-target=\"#Collapse-cd09c8369e99d1830904\" aria-expanded=\"true\" aria-controls=\"Collapse-cd09c8369e99d1830904\">\n                            \n                            <span class=\"ekit-accordion-title\">3. What are the four types of goodwill?<\/span>\n\n                            \n                                <div class=\"ekit_accordion_icon_group\">\n                                    <div class=\"ekit_accordion_normal_icon\">\n                                        <!-- Normal Icon -->\n\t\t\t\t\t\t\t\t\t\t<i class=\"icon icon-down-arrow1\"><\/i>                                    <\/div>\n\n                                    <div class=\"ekit_accordion_active_icon\">\n                                        <!-- Active Icon -->\n\t\t\t\t\t\t\t\t\t\t<i class=\"icon icon-up-arrow\"><\/i>                                    <\/div>\n                                <\/div>\n\n                            \n                                                    <\/a>\n                    <\/div>\n\n                    <div id=\"Collapse-cd09c8369e99d1830904\" class=\" show collapse\" aria-labelledby=\"primaryHeading-2-3e992a4f\" data-parent=\"#accordion-69e99d1830904\">\n\n                        <div class=\"elementskit-card-body ekit-accordion--content\">\n                            <p>They are Cat (product-based), Rat (location-based), Dog (owner-based), and Rabbit (short-lived). In practice, accounting focuses on purchased goodwill versus internally generated goodwill.<\/p>                        <\/div>\n\n                    <\/div>\n\n                <\/div><!-- .elementskit-card END -->\n\n                \n                <div class=\"elementskit-card active\">\n                    <div class=\"elementskit-card-header\" id=\"primaryHeading-3-3e992a4f\">\n                        <a href=\"#collapse-460c24b69e99d1830904\" class=\"ekit-accordion--toggler elementskit-btn-link collapsed\" data-ekit-toggle=\"collapse\" data-target=\"#Collapse-460c24b69e99d1830904\" aria-expanded=\"true\" aria-controls=\"Collapse-460c24b69e99d1830904\">\n                            \n                            <span class=\"ekit-accordion-title\">4. What is the tax rate on goodwill?<\/span>\n\n                            \n                                <div class=\"ekit_accordion_icon_group\">\n                                    <div class=\"ekit_accordion_normal_icon\">\n                                        <!-- Normal Icon -->\n\t\t\t\t\t\t\t\t\t\t<i class=\"icon icon-down-arrow1\"><\/i>                                    <\/div>\n\n                                    <div class=\"ekit_accordion_active_icon\">\n                                        <!-- Active Icon -->\n\t\t\t\t\t\t\t\t\t\t<i class=\"icon icon-up-arrow\"><\/i>                                    <\/div>\n                                <\/div>\n\n                            \n                                                    <\/a>\n                    <\/div>\n\n                    <div id=\"Collapse-460c24b69e99d1830904\" class=\" show collapse\" aria-labelledby=\"primaryHeading-3-3e992a4f\" data-parent=\"#accordion-69e99d1830904\">\n\n                        <div class=\"elementskit-card-body ekit-accordion--content\">\n                            <p>Purchased goodwill is generally amortized over 15 years for tax purposes under Section 197, with deductions applied at the business's applicable tax rate.<\/p>                        <\/div>\n\n                    <\/div>\n\n                <\/div><!-- .elementskit-card END -->\n\n                \n                <div class=\"elementskit-card active\">\n                    <div class=\"elementskit-card-header\" id=\"primaryHeading-4-3e992a4f\">\n                        <a href=\"#collapse-10f451369e99d1830904\" class=\"ekit-accordion--toggler elementskit-btn-link collapsed\" data-ekit-toggle=\"collapse\" data-target=\"#Collapse-10f451369e99d1830904\" aria-expanded=\"true\" aria-controls=\"Collapse-10f451369e99d1830904\">\n                            \n                            <span class=\"ekit-accordion-title\">5. What is the journal entry for goodwill?<\/span>\n\n                            \n                                <div class=\"ekit_accordion_icon_group\">\n                                    <div class=\"ekit_accordion_normal_icon\">\n                                        <!-- Normal Icon -->\n\t\t\t\t\t\t\t\t\t\t<i class=\"icon icon-down-arrow1\"><\/i>                                    <\/div>\n\n                                    <div class=\"ekit_accordion_active_icon\">\n                                        <!-- Active Icon -->\n\t\t\t\t\t\t\t\t\t\t<i class=\"icon icon-up-arrow\"><\/i>                                    <\/div>\n                                <\/div>\n\n                            \n                                                    <\/a>\n                    <\/div>\n\n                    <div id=\"Collapse-10f451369e99d1830904\" class=\" show collapse\" aria-labelledby=\"primaryHeading-4-3e992a4f\" data-parent=\"#accordion-69e99d1830904\">\n\n                        <div class=\"elementskit-card-body ekit-accordion--content\">\n                            <p>At acquisition, companies debit goodwill and identifiable assets and credit cash, stock, or liabilities assumed. Impairment entries debit impairment loss and credit goodwill.<\/p>                        <\/div>\n\n                    <\/div>\n\n                <\/div><!-- .elementskit-card END -->\n\n                                                        <script type=\"application\/ld+json\">{\"@context\":\"https:\/\/schema.org\",\"@type\":\"FAQPage\",\"mainEntity\":[{\"@type\":\"Question\",\"name\":\"1. Why is goodwill considered an asset?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"<p>Goodwill is an asset because it represents future economic benefits from intangible advantages\u2014such as brand strength, customer loyalty, and market position\u2014acquired in a business purchase.<\/p>\"}},{\"@type\":\"Question\",\"name\":\"2. How do accountants handle goodwill?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"<p>Goodwill is recorded at acquisition and kept on the balance sheet at historical cost. It isn't amortized but is tested annually for impairment, with any losses recorded on the income statement.<\/p>\"}},{\"@type\":\"Question\",\"name\":\"3. What are the four types of goodwill?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"<p>They are Cat (product-based), Rat (location-based), Dog (owner-based), and Rabbit (short-lived). In practice, accounting focuses on purchased goodwill versus internally generated goodwill.<\/p>\"}},{\"@type\":\"Question\",\"name\":\"4. What is the tax rate on goodwill?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"<p>Purchased goodwill is generally amortized over 15 years for tax purposes under Section 197, with deductions applied at the business's applicable tax rate.<\/p>\"}},{\"@type\":\"Question\",\"name\":\"5. What is the journal entry for goodwill?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"<p>At acquisition, companies debit goodwill and identifiable assets and credit cash, stock, or liabilities assumed. Impairment entries debit impairment loss and credit goodwill.<\/p>\"}}]}<\/script>\n                                <\/div>\n    <\/div>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Goodwill is the extra value a business pays when it buys another company for more than the fair value of its identifiable assets. That extra amount reflects things like brand reputation, loyal customers, strong relationships, and other advantages that help generate future income. In this guide, we&#8217;ll define goodwill in accounting, break down how it&#8217;s [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":86157,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[159,156],"tags":[],"ppma_author":[100],"class_list":["post-86156","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-accounting","category-manage-your-business","author-jennifer-allerson"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.8 (Yoast SEO v25.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Goodwill Meaning in Accounting: Definition, Formula, Impairment &#8211; Invoice Fly<\/title>\n<meta name=\"description\" content=\"Learn the meaning of goodwill in accounting, how to calculate it, and how companies record and test goodwill on the balance sheet.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/invoicefly.com\/es\/academia\/significado-de-goodwill\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Goodwill in Accounting: Definition, Formula &amp; 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Based in Alella, near Barcelona, Jennifer bridges technology and creativity, delivering compelling copy that connects and converts. Her work spans creative copywriting, UX writing, SEO\/ASO, CRM, ghostwriting, and transcreation, with a client portfolio including Nespresso, San Pellegrino, SEAT, and La Vuelta. A former programmer at Accenture, Jennifer transitioned to writing, leveraging her technical background to distill complex ideas into clear, engaging content. Her work has secured front-page coverage in The New York Times and has been praised by industry leaders like Ogilvy for its quality and impact. Fluent in Spanish and proficient in Catalan and French, Jennifer excels at culturally resonant transcreation, ensuring brands maintain authenticity across markets. Qualifications MBA in Marketing &amp; Economics, Stockholm School of Economics, Sweden (Graduated 2010) Bachelor of Applied Science in Business Administration, University of Illinois, USA (Graduated in Top 10%, 2006) Professional Certifications: UX Writing Certification (2020) SEO and ASO Optimization Certification (2019) Content Strategy and Localization Training (2018) Areas of Specialization Creative Copywriting: Crafting brand messaging for ads, websites, blogs, product descriptions, social posts, and scripts that inspire action. UX Writing: Developing intuitive microcopy, onboarding flows, and in-app messaging for seamless user experiences. SEO\/ASO Copywriting: Writing optimized content for websites, blogs, and app store descriptions to boost rankings and conversions. CRM Copywriting: Creating personalized emails, SMS, and in-app notifications to nurture customer relationships. Ghostwriting: Producing thought-leadership content for LinkedIn, X, Forbes, and blogs that reflect client expertise. Transcreation &amp; Localization: Adapting content for US, UK, and European markets in English, Spanish, Catalan, and French. Content Strategy: Aligning content with business goals, user journeys, and brand identity for maximum impact. Professional Experience Creative Copywriter | Ogilvy, Barcelona, Spain (2016 \u2013 Present) Craft creative copy for brand campaigns for Nespresso and San Pellegrino, driving engagement across digital and print channels. Serve as UX Writer for SEAT\u2019s digital platforms, enhancing user journeys with clear, intuitive copy. Recognized by the Ogilvy Experience Team for consistently delivering \u201cgreat work.\u201d Creative Copywriter &amp; Transcreator | Design Bridge, Madrid, Spain (2017 \u2013 Present) Develop brand messaging and transcreation for clients like Cepsa (Moeve), ensuring cultural relevance in English and Spanish markets. Collaborate with design teams to create cohesive brand identities. Creative Copywriter &amp; Transcreator | Gravita, Madrid, Spain (2022 \u2013 Present) Write creative copy for brands like La Vuelta, focusing on event-driven campaigns and localized content. Optimize content for SEO to increase visibility and engagement. Ghostwriter | KA Consulting, USA (2023 \u2013 Present) Produce thought-leadership content, including LinkedIn posts, websites, and Forbes articles, for US-based executives and philanthropists. Ensure authentic voice and strategic alignment with client objectives. SEO Writer | Steve IVA Consulting, EU (2023 \u2013 Present) Create SEO-optimized content for global e-commerce accounts, improving search rankings and conversions. Creative Copywriter, UX Writer &amp; Marketing Consultant | PillSorted, UK (2023 \u2013 Present) Develop creative copy and UX content for an online pharmacy, enhancing user engagement and brand trust. Provide strategic marketing consultation to align content with business goals. SEO Writer | LabHouse, Barcelona, Spain (2024 \u2013 Present) Write SEO content for financial technology apps, driving organic traffic and user acquisition. Creative Copywriter, UX Writer &amp; Marketing Consultant | ifeel, Madrid, Spain (2024 \u2013 Present) Craft creative and UX copy for a digital mental health provider, improving user onboarding and engagement. Conduct content testing and provide marketing strategy insights. Past Roles Creative Copywriter | VML, Madrid\/UK (2024): Wrote copy for Vuse, a mixed London and Madrid-based account. Creative Copywriter, Sales Email Writer &amp; Ghostwriter | Miros (AI), EU (2021 \u2013 2023): Produced content for AI-driven platforms. VP of Branding &amp; Communication | Qustodio, Barcelona (2018 \u2013 2021): Led branding strategy, including a TV ad and annual data reports, securing The New York Times front-page coverage. Global Head of Communication, PR &amp; Marketing | Fon (Telco), Madrid (2008 \u2013 2013): Oversaw B2C-to-B2B branding transition. UX Writer | Juni (Finance), Stockholm (2022): Audited B2B app and created UX guidelines. Additional Roles: Programmer at Accenture, Financial Editor at Alliance, Marketing Consultant at IBM\/BlueTab, Translation Manager at Microsoft, Technical Writer at Motorola, HTML Programmer at MetaText\/netLibrary, PIO Officer at NCSA, Journalist at The Daily Illini. Teaching Experience Teacher, UX Writing and Content Strategy | AW Tech, Barcelona (2021 \u2013 2022): Taught courses on UX writing and content strategy. Teacher, UX Writing | BTS, Barcelona Technology School (University of Barcelona) (2019 \u2013 2021): Delivered workshops on UX content creation. Previous Achievements Secured front-page coverage in The New York Times for Qustodio\u2019s data reports (2020). Developed UX guidelines for Juni\u2019s B2B app, improving user retention by 18% (2022). Created Nespresso\u2019s brand campaign copy, increasing engagement by 22% across digital channels (2023). Transcreated Cepsa\u2019s Moeve campaign, achieving a 15% increase in brand awareness in Spanish markets (2022). Published ghostwritten Forbes articles for US executives, enhancing their thought-leadership profiles (2023\u20132024). References Ogilvy Experience Team, Barcelona: \u201cAs always, great work.\u201d Available Upon Request: Additional references from Design Bridge, Gravita, and Qustodio. Contact For collaboration inquiries or to discuss your project, reach out to Jennifer at jallerso@gmail.com or connect via LinkedIn. 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Con sede en Alella, cerca de Barcelona, Jennifer tiende puentes entre la tecnolog\u00eda y la creatividad, ofreciendo textos convincentes que conectan y convierten. Su trabajo abarca copywriting creativo, UX writing, SEO\/ASO, CRM, ghostwriting y transcreaci\u00f3n, con una cartera de clientes que incluye Nespresso, San Pellegrino, SEAT y La Vuelta. Antigua programadora en Accenture, Jennifer se pas\u00f3 a la escritura, aprovechando sus conocimientos t\u00e9cnicos para destilar ideas complejas en contenidos claros y atractivos. Su trabajo ha sido portada en The New York Times y ha sido elogiado por l\u00edderes del sector como Ogilvy por su calidad e impacto. Habla espa\u00f1ol con fluidez y domina el catal\u00e1n y el franc\u00e9s. Jennifer destaca en la transcreaci\u00f3n culturalmente resonante, garantizando que las marcas mantengan la autenticidad en todos los mercados. Cualificaciones MBA en Marketing y Econom\u00eda, Escuela de Econom\u00eda de Estocolmo, Suecia (Graduada en 2010) Licenciada en Ciencias Aplicadas a la Administraci\u00f3n de Empresas, Universidad de Illinois, EE.UU. (Graduada en el Top 10%, 2006) Certificaciones Profesionales: Certificaci\u00f3n en redacci\u00f3n UX (2020) Certificaci\u00f3n en SEO y optimizaci\u00f3n ASO (2019) Formaci\u00f3n en estrategia de contenidos y localizaci\u00f3n (2018) \u00c1reas de especializaci\u00f3n Redacci\u00f3n creativa: Redacci\u00f3n de mensajes de marca para anuncios, sitios web, blogs, descripciones de productos, publicaciones sociales y guiones que inspiran a la acci\u00f3n. Redacci\u00f3n UX: Desarrollo de microcopy intuitivo, flujos de onboarding y mensajer\u00eda in-app para experiencias de usuario fluidas. Redacci\u00f3n SEO\/ASO: Redacci\u00f3n de contenido optimizado para sitios web, blogs y descripciones de tiendas de aplicaciones para impulsar las clasificaciones y las conversiones. Redacci\u00f3n CRM: Creaci\u00f3n de correos electr\u00f3nicos personalizados, SMS y notificaciones en aplicaciones para fomentar las relaciones con los clientes. Escritura fantasma: Producci\u00f3n de contenidos de liderazgo intelectual para LinkedIn, X, Forbes y blogs que reflejen la experiencia del cliente. Transcreaci\u00f3n y localizaci\u00f3n: Adaptaci\u00f3n de contenidos para los mercados estadounidense, brit\u00e1nico y europeo en ingl\u00e9s, espa\u00f1ol, catal\u00e1n y franc\u00e9s. Estrategia de contenidos: Alineaci\u00f3n de los contenidos con los objetivos empresariales, el recorrido del usuario y la identidad de la marca para lograr el m\u00e1ximo impacto. Experiencia Profesional Redactor Creativo | Ogilvy, Barcelona, Espa\u00f1a (2016 - Presente) Creaci\u00f3n de textos creativos para campa\u00f1as de marca para Nespresso y San Pellegrino, impulsando el compromiso a trav\u00e9s de canales digitales e impresos. Trabajar como UX Writer para las plataformas digitales de SEAT, mejorando la experiencia del usuario con textos claros e intuitivos. Reconocido por el Equipo de Experiencia de Ogilvy por su \u201cgran trabajo\u201d. Creative Copywriter &amp; Transcreator | Design Bridge, Madrid, Espa\u00f1a (2017 - Presente) Desarrollar mensajes de marca y transcreaci\u00f3n para clientes como Cepsa (Moeve), asegurando la relevancia cultural en los mercados ingl\u00e9s y espa\u00f1ol. Colaborar con equipos de dise\u00f1o para crear identidades de marca cohesivas. Redactor creativo y transcreador | Gravita, Madrid, Espa\u00f1a (2022 - Presente) Redactar textos creativos para marcas como La Vuelta, centr\u00e1ndome en campa\u00f1as orientadas a eventos y contenidos localizados. Optimizar el contenido para SEO para aumentar la visibilidad y el compromiso. Ghostwriter | KA Consulting, EE.UU. (2023 - Presente) Producir contenido de liderazgo de pensamiento, incluyendo publicaciones de LinkedIn, sitios web y art\u00edculos de Forbes, para ejecutivos y fil\u00e1ntropos con sede en EE.UU.. Garantizar la autenticidad de la voz y la alineaci\u00f3n estrat\u00e9gica con los objetivos del cliente. Redactor SEO | Steve IVA Consulting, EU (2023 - Presente) Crear contenido optimizado para SEO para cuentas globales de comercio electr\u00f3nico, mejorando los rankings de b\u00fasqueda y las conversiones. Redactor creativo, redactor UX y consultor de marketing | PillSorted, Reino Unido (2023 - Presente) Desarrollo de contenido creativo y UX para una farmacia online, mejorando el compromiso del usuario y la confianza en la marca. Proporcionar consultor\u00eda estrat\u00e9gica de marketing para alinear el contenido con los objetivos de negocio. Redactor SEO | LabHouse, Barcelona, Espa\u00f1a (2024 - Presente) Redactar contenido SEO para aplicaciones de tecnolog\u00eda financiera, impulsando el tr\u00e1fico org\u00e1nico y la adquisici\u00f3n de usuarios. Redactor creativo, redactor UX y consultor de marketing | ifeel, Madrid, Espa\u00f1a (2024 - Presente) Redactar textos creativos y UX para un proveedor digital de salud mental, mejorando la integraci\u00f3n y el compromiso de los usuarios. Llevar a cabo pruebas de contenido y proporcionar ideas de estrategia de marketing. Funciones anteriores Redactor creativo | VML, Madrid\/Reino Unido (2024): Redacci\u00f3n de textos para Vuse, una cuenta mixta con sede en Londres y Madrid. Redactor creativo, redactor de correos electr\u00f3nicos de ventas y escritor fantasma | Miros (AI), UE (2021 - 2023): Producci\u00f3n de contenidos para plataformas basadas en IA. VP of Branding &amp; Communication | Qustodio, Barcelona (2018 - 2021): Dirigi\u00f3 la estrategia de marca, incluido un anuncio de televisi\u00f3n e informes anuales de datos, asegurando la cobertura de primera plana de The New York Times. Director Global de Comunicaci\u00f3n, RRPP y Marketing | Fon (Telco), Madrid (2008 - 2013): Supervisi\u00f3n de la transici\u00f3n de B2C a B2B. Redactor UX | Juni (Finanzas), Estocolmo (2022): Auditor\u00eda de aplicaci\u00f3n B2B y creaci\u00f3n de directrices UX. Otras funciones: Programador en Accenture, redactor financiero en Alliance, consultor de marketing en IBM\/BlueTab, director de traducci\u00f3n en Microsoft, redactor t\u00e9cnico en Motorola, programador HTML en MetaText\/netLibrary, responsable de informaci\u00f3n p\u00fablica en NCSA, periodista en The Daily Illini. Experiencia docente Profesora, UX Writing and Content Strategy | AW Tech, Barcelona (2021 - 2022): Impartici\u00f3n de cursos sobre escritura UX y estrategia de contenidos. Profesor, UX Writing | BTS, Barcelona Technology School (Universidad de Barcelona) (2019 - 2021): Imparti\u00f3 talleres sobre creaci\u00f3n de contenidos UX. Logros anteriores Cobertura de portada en The New York Times para los informes de datos de Qustodio (2020). Desarrollo de directrices de UX para la aplicaci\u00f3n B2B de Juni, mejorando la retenci\u00f3n de usuarios en 18% (2022). Creaci\u00f3n del copy de la campa\u00f1a de marca de Nespresso, aumentando el engagement en 22% a trav\u00e9s de los canales digitales (2023). Transcreaci\u00f3n de la campa\u00f1a Moeve de Cepsa, logrando un aumento de 15% en la notoriedad de marca en los mercados espa\u00f1oles (2022). Publicaci\u00f3n de art\u00edculos fantasma en Forbes para ejecutivos estadounidenses, mejorando sus perfiles de liderazgo de pensamiento (2023-2024). Referencias Ogilvy Experience Team, Barcelona: \u201cComo siempre, un gran trabajo\u201d. Disponible a petici\u00f3n: Referencias adicionales de Design Bridge, Gravita y Qustodio. Contacto Para consultas sobre colaboraci\u00f3n o para hablar de su proyecto, p\u00f3ngase en contacto con Jennifer en jallerso@gmail.com o con\u00e9ctese a trav\u00e9s de LinkedIn. Visita www.jenallerson.com para explorar su portafolio y servicios.","sameAs":["https:\/\/www.jenallerson.com","https:\/\/www.linkedin.com\/in\/jenallerson\/"],"gender":"Female","award":["MBA in Marketing & Economics","Stockholm School of Economics","Sweden (Graduated 2010) Bachelor of Applied Science in Business Administration","University of Illinois","USA (Graduated in Top 10%","2006) Professional Certifications: UX Writing Certification (2020) SEO and ASO Optimization Certification (2019) Content Strategy and Localization Training (2018)"],"knowsAbout":["Creative Copywriting: Crafting brand messaging for ads","websites","blogs","product descriptions","social posts","and scripts that inspire action. UX Writing: Developing intuitive microcopy","onboarding flows","and in-app messaging for seamless user experiences. SEO\/ASO Copywriting: Writing optimized content for websites","blogs","and app store descriptions to boost rankings and conversions. CRM Copywriting: Creating personalized emails","SMS","and in-app notifications to nurture customer relationships. Ghostwriting: Producing thought-leadership content for LinkedIn","X","Forbes","and blogs that reflect client expertise. Transcreation & Localization: Adapting content for US","UK","and European markets in English","Spanish","Catalan","and French. Content Strategy: Aligning content with business goals","user journeys","and brand identity for maximum impact."],"knowsLanguage":["English","Spanish"],"jobTitle":"Senior Copywriter and Content Strategist","worksFor":"Senior Copywriter and Content Strategist","url":"https:\/\/invoicefly.com\/es\/academy\/author\/jennifer-allerson\/"}]}},"authors":[{"term_id":100,"user_id":7,"is_guest":0,"slug":"jennifer-allerson","display_name":"Jennifer Allerson","avatar_url":"https:\/\/secure.gravatar.com\/avatar\/b983fa8154f6647a2af0b11ff239540dfb06d261587b76ae5385abd8a6856798?s=96&d=blank&r=g","author_category":"1","first_name":"Jennifer","last_name":"Allerson","user_url":"https:\/\/www.jenallerson.com","job_title":"Senior Copywriter and Content Strategist","description":"<h3>Jennifer Allerson - Perfil del autor<\/h3>\r\n<p dir=\"ltr\"><strong>Nombre<\/strong>: Jennifer Allerson\r\n<strong>Correo electr\u00f3nico<\/strong>: jallerso@gmail.com\r\n<strong>LinkedIn<\/strong>: <a href=\"https:\/\/www.linkedin.com\/in\/jenallerson\">linkedin.com\/in\/jenallerson<\/a>\r\n<strong>Estatuto profesional<\/strong>: Redactor Senior y Estratega de Contenidos\r\n<strong>Ubicaci\u00f3n<\/strong>: Alella (Barcelona), Espa\u00f1a<\/p>\r\n\r\n<h3 dir=\"ltr\">Sobre Jennifer Allerson<\/h3>\r\n<p dir=\"ltr\">Jennifer Allerson es una experimentada redactora y estratega de contenidos con m\u00e1s de una d\u00e9cada de experiencia en la creaci\u00f3n de narrativas impactantes para marcas globales, agencias y startups. Con sede en Alella, cerca de Barcelona, Jennifer tiende puentes entre la tecnolog\u00eda y la creatividad, ofreciendo textos convincentes que conectan y convierten. Su trabajo abarca la redacci\u00f3n creativa, la escritura UX, SEO\/ASO, CRM, ghostwriting y transcreaci\u00f3n, con una cartera de clientes que incluye Nespresso, San Pellegrino, SEAT y La Vuelta.<\/p>\r\n<p dir=\"ltr\">Antigua programadora en Accenture, Jennifer se pas\u00f3 a la escritura, aprovechando sus conocimientos t\u00e9cnicos para destilar ideas complejas en contenidos claros y atractivos. Su trabajo ha sido portada en <em>El New York Times<\/em> y ha sido elogiada por l\u00edderes del sector como Ogilvy por su calidad e impacto. Jennifer, que habla espa\u00f1ol con fluidez y domina el catal\u00e1n y el franc\u00e9s, destaca en la transcreaci\u00f3n culturalmente resonante, garantizando que las marcas mantengan la autenticidad en todos los mercados.<\/p>\r\n\r\n<h3 dir=\"ltr\">Cualificaciones<\/h3>\r\n<p dir=\"ltr\"><strong>MBA en Marketing y Econom\u00eda<\/strong>, Escuela de Econom\u00eda de Estocolmo, Suecia (Licenciada en 2010)<\/p>\r\n<p dir=\"ltr\"><strong>Licenciatura en Ciencias Aplicadas a la Administraci\u00f3n de Empresas<\/strong>, Universidad de Illinois, EE.UU. (Graduado en el Top 10%, 2006)<\/p>\r\n<p dir=\"ltr\"><strong>Certificaciones profesionales<\/strong>:<\/p>\r\n<p dir=\"ltr\">Certificaci\u00f3n de redacci\u00f3n UX (2020)<\/p>\r\n<p dir=\"ltr\">Certificaci\u00f3n en optimizaci\u00f3n SEO y ASO (2019)<\/p>\r\n<p dir=\"ltr\">Formaci\u00f3n en estrategia de contenidos y localizaci\u00f3n (2018)<\/p>\r\n\r\n<h3 dir=\"ltr\">\u00c1reas de especializaci\u00f3n<\/h3>\r\n<p dir=\"ltr\"><strong>Redacci\u00f3n creativa<\/strong>: Elaboraci\u00f3n de mensajes de marca para anuncios, sitios web, blogs, descripciones de productos, publicaciones en redes sociales y guiones que inspiren la acci\u00f3n.<\/p>\r\n<p dir=\"ltr\"><strong>Redacci\u00f3n UX<\/strong>: Desarrollo de microcopy intuitivo, flujos de onboarding y mensajer\u00eda in-app para experiencias de usuario fluidas.<\/p>\r\n<p dir=\"ltr\"><strong>Redacci\u00f3n SEO\/ASO<\/strong>: Redacci\u00f3n de contenidos optimizados para sitios web, blogs y descripciones de tiendas de aplicaciones con el fin de impulsar las clasificaciones y las conversiones.<\/p>\r\n<p dir=\"ltr\"><strong>Redacci\u00f3n de CRM<\/strong>: Creaci\u00f3n de correos electr\u00f3nicos personalizados, SMS y notificaciones dentro de la aplicaci\u00f3n para fomentar las relaciones con los clientes.<\/p>\r\n<p dir=\"ltr\"><strong>Escritura fantasma<\/strong>: Producci\u00f3n de contenidos de liderazgo intelectual para LinkedIn, X, Forbes y blogs que reflejen la experiencia del cliente.<\/p>\r\n<p dir=\"ltr\"><strong>Transcreaci\u00f3n y localizaci\u00f3n<\/strong>: Adaptaci\u00f3n de contenidos para los mercados estadounidense, brit\u00e1nico y europeo en ingl\u00e9s, espa\u00f1ol, catal\u00e1n y franc\u00e9s.<\/p>\r\n<p dir=\"ltr\"><strong>Estrategia de contenidos<\/strong>: Alineaci\u00f3n de los contenidos con los objetivos empresariales, el recorrido del usuario y la identidad de la marca para lograr el m\u00e1ximo impacto.<\/p>\r\n\r\n<h3 dir=\"ltr\">Experiencia profesional<\/h3>\r\n<p dir=\"ltr\">Redactora creativa | Ogilvy, Barcelona, Espa\u00f1a (2016 - Presente)<\/p>\r\n<p dir=\"ltr\">Elaboraci\u00f3n de textos creativos para campa\u00f1as de marca de Nespresso y San Pellegrino, impulsando la participaci\u00f3n en los canales digitales e impresos.<\/p>\r\n<p dir=\"ltr\">Trabajar como redactor de UX para las plataformas digitales de SEAT, mejorando la experiencia del usuario con textos claros e intuitivos.<\/p>\r\n<p dir=\"ltr\">Reconocido por el Equipo de Experiencia de Ogilvy por ofrecer sistem\u00e1ticamente un \u201cgran trabajo\u201d.\u201d<\/p>\r\n<p dir=\"ltr\">Redactor creativo y transcreador | Design Bridge, Madrid, Espa\u00f1a (2017 - Presente)<\/p>\r\n<p dir=\"ltr\">Desarrollo de mensajes de marca y transcreaci\u00f3n para clientes como Cepsa (Moeve), garantizando la relevancia cultural en los mercados ingl\u00e9s y espa\u00f1ol.<\/p>\r\n<p dir=\"ltr\">Colaborar con los equipos de dise\u00f1o para crear identidades de marca cohesivas.<\/p>\r\n<p dir=\"ltr\">Redactor Creativo y Transcreador | Gravita, Madrid, Espa\u00f1a (2022 - Presente)<\/p>\r\n<p dir=\"ltr\">Redactar textos creativos para marcas como La Vuelta, centr\u00e1ndose en campa\u00f1as orientadas a eventos y contenidos localizados.<\/p>\r\n<p dir=\"ltr\">Optimice el contenido para SEO con el fin de aumentar la visibilidad y la participaci\u00f3n.<\/p>\r\n<p dir=\"ltr\">Escritor fantasma | KA Consulting, EE.UU. (2023 - Presente)<\/p>\r\n<p dir=\"ltr\">Producir contenidos de liderazgo intelectual, como publicaciones en LinkedIn, sitios web y art\u00edculos de Forbes, para ejecutivos y fil\u00e1ntropos con sede en Estados Unidos.<\/p>\r\n<p dir=\"ltr\">Garantizar una voz aut\u00e9ntica y una alineaci\u00f3n estrat\u00e9gica con los objetivos del cliente.<\/p>\r\n<p dir=\"ltr\">Redactor SEO | Steve IVA Consulting, EU (2023 - Presente)<\/p>\r\n<p dir=\"ltr\">Cree contenido optimizado para SEO para cuentas de comercio electr\u00f3nico globales, mejorando las clasificaciones de b\u00fasqueda y las conversiones.<\/p>\r\n<p dir=\"ltr\">Redactor creativo, redactor de UX y consultor de marketing | PillSorted, Reino Unido (2023 - Presente)<\/p>\r\n<p dir=\"ltr\">Desarrollar contenidos creativos de copy y UX para una farmacia online, mejorando el compromiso del usuario y la confianza en la marca.<\/p>\r\n<p dir=\"ltr\">Proporcionar asesoramiento estrat\u00e9gico de marketing para alinear los contenidos con los objetivos empresariales.<\/p>\r\n<p dir=\"ltr\">Redactor SEO | LabHouse, Barcelona, Espa\u00f1a (2024 - Presente)<\/p>\r\n<p dir=\"ltr\">Redactar contenidos SEO para aplicaciones de tecnolog\u00eda financiera, impulsando el tr\u00e1fico org\u00e1nico y la captaci\u00f3n de usuarios.<\/p>\r\n<p dir=\"ltr\">Redactor creativo, redactor UX y consultor de marketing | ifeel, Madrid, Espa\u00f1a (2024 - Presente)<\/p>\r\n<p dir=\"ltr\">Creaci\u00f3n de textos creativos y de experiencia de usuario para un proveedor digital de servicios de salud mental, con el fin de mejorar la integraci\u00f3n y el compromiso de los usuarios.<\/p>\r\n<p dir=\"ltr\">Realice pruebas de contenido y proporcione informaci\u00f3n sobre estrategias de marketing.<\/p>\r\n\r\n<h3>Funciones anteriores<\/h3>\r\n<p dir=\"ltr\"><strong>Redactor creativo | VML, Madrid\/Reino Unido (2024)<\/strong>: Redact\u00f3 textos para Vuse, una cuenta mixta con sede en Londres y Madrid.<\/p>\r\n<p dir=\"ltr\"><strong>Redactor creativo, redactor de correos electr\u00f3nicos de ventas y escritor fantasma | Miros (AI), UE (2021 - 2023)<\/strong>: Producci\u00f3n de contenidos para plataformas basadas en IA.<\/p>\r\n<p dir=\"ltr\"><strong>VP of Branding &amp; Communication | Qustodio, Barcelona (2018 - 2021)<\/strong>: Dirigi\u00f3 la estrategia de marca, incluido un anuncio de televisi\u00f3n e informes anuales de datos, asegurando <em>El New York Times<\/em> cobertura en portada.<\/p>\r\n<p dir=\"ltr\"><strong>Director Global de Comunicaci\u00f3n, RRPP y Marketing | Fon (Telco), Madrid (2008 - 2013)<\/strong>: Supervis\u00f3 la transici\u00f3n de la marca B2C a B2B.<\/p>\r\n<p dir=\"ltr\"><strong>Redactor UX | Junio (Finanzas), Estocolmo (2022)<\/strong>: Auditor\u00eda de aplicaciones B2B y creaci\u00f3n de directrices UX.<\/p>\r\n<p dir=\"ltr\"><strong>Funciones adicionales<\/strong>: Programador en Accenture, Redactor financiero en Alliance, Consultor de marketing en IBM\/BlueTab, Gestor de traducciones en Microsoft, Redactor t\u00e9cnico en Motorola, Programador HTML en MetaText\/netLibrary, Oficial de informaci\u00f3n p\u00fablica en NCSA, Periodista en <em>El Daily Illini<\/em>.<\/p>\r\n\r\n<h3 dir=\"ltr\">Experiencia docente<\/h3>\r\n<p dir=\"ltr\"><strong>Profesor, Escritura UX y Estrategia de Contenidos | AW Tech, Barcelona (2021 - 2022)<\/strong>: Imparti\u00f3 cursos sobre redacci\u00f3n de UX y estrategia de contenidos.<\/p>\r\n<p dir=\"ltr\"><strong>Profesor, UX Writing | BTS, Escuela Tecnol\u00f3gica de Barcelona (Universidad de Barcelona) (2019 - 2021)<\/strong>: Imparti\u00f3 talleres sobre creaci\u00f3n de contenidos UX.<\/p>\r\n\r\n<h3 dir=\"ltr\">Logros anteriores<\/h3>\r\n<p dir=\"ltr\">Cobertura de portada en <em>El New York Times<\/em> para los informes de datos de Qustodio (2020).<\/p>\r\n<p dir=\"ltr\">Desarrollo de directrices UX para la aplicaci\u00f3n B2B de Juni, mejorando la retenci\u00f3n de usuarios en 18% (2022).<\/p>\r\n<p dir=\"ltr\">Creaci\u00f3n del texto de la campa\u00f1a de la marca Nespresso, aumentando la participaci\u00f3n en 22% en todos los canales digitales (2023).<\/p>\r\n<p dir=\"ltr\">Transcreaci\u00f3n de la campa\u00f1a Moeve de Cepsa, consiguiendo un aumento de 15% en la notoriedad de marca en los mercados espa\u00f1oles (2022).<\/p>\r\n<p dir=\"ltr\">Publicaci\u00f3n de art\u00edculos fantasma en Forbes para ejecutivos estadounidenses, mejorando sus perfiles de liderazgo intelectual (2023-2024).<\/p>\r\n\r\n<h3 dir=\"ltr\">Referencias<\/h3>\r\n<p dir=\"ltr\"><strong>Equipo Ogilvy Experience<\/strong>, Barcelona: \u201cComo siempre, un gran trabajo\u201d.\u201d<\/p>\r\n<p dir=\"ltr\"><strong>Disponible previa petici\u00f3n<\/strong>: Referencias adicionales de Design Bridge, Gravita y Qustodio.<\/p>\r\n\r\n<h3 dir=\"ltr\">Contacto<\/h3>\r\n<p dir=\"ltr\">Para consultas sobre colaboraci\u00f3n o para hablar de su proyecto, p\u00f3ngase en contacto con Jennifer en jallerso@gmail.com o a trav\u00e9s de LinkedIn. Visita www.jenallerson.com para explorar su portafolio y servicios.<\/p>"}],"_links":{"self":[{"href":"https:\/\/invoicefly.com\/es\/wp-json\/wp\/v2\/posts\/86156","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/invoicefly.com\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/invoicefly.com\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/invoicefly.com\/es\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/invoicefly.com\/es\/wp-json\/wp\/v2\/comments?post=86156"}],"version-history":[{"count":1,"href":"https:\/\/invoicefly.com\/es\/wp-json\/wp\/v2\/posts\/86156\/revisions"}],"predecessor-version":[{"id":88790,"href":"https:\/\/invoicefly.com\/es\/wp-json\/wp\/v2\/posts\/86156\/revisions\/88790"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/invoicefly.com\/es\/wp-json\/wp\/v2\/media\/86157"}],"wp:attachment":[{"href":"https:\/\/invoicefly.com\/es\/wp-json\/wp\/v2\/media?parent=86156"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/invoicefly.com\/es\/wp-json\/wp\/v2\/categories?post=86156"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/invoicefly.com\/es\/wp-json\/wp\/v2\/tags?post=86156"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/invoicefly.com\/es\/wp-json\/wp\/v2\/ppma_author?post=86156"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}