¿En qué trabajan los mercadólogos? 📣💼 Trabajos para mercadólogos

Hello, how are you? I am Marcela and this is part 2 of the interview with the marketer Cristian Hurtado. In part 1 he told us about his career, how it went, the subjects he saw, but in this part he is going to tell us about his work. He is working at Prime Video and he is going to tell us what he does, he is going to describe a day at work, but he is also going to give you recommendations if you study marketing. Cristian, you already told us about your career in marketing at the university, now you are going to tell us about your work and who you tell us, what do you currently work on? Well, there you go a little bit, if you have doubts ask me because it is a roll sometimes and you cannot go for the very technical part. Well, to go from the simplest to the most complicated, let's say so, I work at Prime Video in a team that is based in Miami to see everything that is the development of Prime Video in Latin America. Mainly we focus on Chile, Argentina and Colombia, but basically we see everything that is the rest of Latin America and recently within the team we also see the part of Mexico, which is a new challenge. But well, basically the vision that we have as a team is how we make Prime Video become the super streaming for people, let's say an entertainment center. And I specifically in what I am, I am in a marketing team and within the marketing team I am in a team that is in charge of the media part. Media is just like the advertising part, but not the part of doing the spot or the creative, but the part of selecting where we put those spots, those creatives. So basically it is to make the strategy for people to find out that these movies, these series exist in Prime Video and that they subscribe to be able to see them. Basically, in general terms, it is what I have to do and already going into a little more detail within that team, which is what I do, I have to see mainly the digital part. I am now getting to learn a little more about the rest of the media, but in my past, in my professional career, I have always focused a lot on the digital marketing part. So right now I am seeing how the digital media and when I talk about digital media, it is from YouTube, TikTok, Facebook, Instagram, Pinterest, all that. Basically, I have to know very well how they work in general, what advertising products they have and what audiences are the ones that use these digital platforms continuously. To be able to make a plan that makes sense and to be able to connect with these users of these platforms or digital channels and that they end up finding out about our titles and subscribing to Prime Video to see them. So I don't know if you have any questions left or I'm going to ask more questions, I guess. Yes, of course, of course. Basically, it goes a little bit that way. First, it sounds super interesting and I like it a lot because how sometimes we build our idea of ​​a career is that you imagine it and also with what you see in the movies and in the series. In the end, I feel that it influences a lot and that a doctor took such a series and you almost imagine it. Well, it's a mix of things, but there it goes. Let's suppose we're going to launch a movie or a series from scratch and I'm going to tell you how the process would work. Basically, the first point of contact I have with that is when a brand manager, who is the one responsible for managing various parts of various components to launch that title, sends a brief to me and the media agencies. We have an agency with which we work, this is the title, the business objective is such and you have this budget developed as a media plan that you create according to this strategic brief, to this audience that we want to reach and so on. Then, basically, once the media agency returns with that plan, I have to give the strategic input to say, ok, this plan makes sense or not, what changes would it make and so on. The media agency starts with a creative agency to manage all that part of sending them the materials so that they can post them, launch the campaign, all that. So, it's like everything that happens before the launch. And I have a question, Cristian, before we go to the next one. I mean, do you work on all of that? I mean, directly in the office, are you seeing people? Is it a video call? How is that, I mean, all that stage? Confidential. And here I suppose that with the information you have, you are going to specify the person you want this campaign to appear to, so from there it goes, where he lives, age, what type of content he reviews and everything, right? but obviously in a company you have limited resources and you have to know how to find a way to give that answer and, above all, sustain it, that you have a rational behind it, because someone can tell you, but why 50 thousand? Then you already explain everything I just told you, but basically that's it, because you have to know how much to invest in the platforms, and above all, if you allow me to add, in the part of results, well, mathematics is very important because it is when you begin to understand percentages of who saw the video the most, what audience saw it the most, comparing against what, against historians, against all that, then you have to do basic math again, percentages, multiplication, division, super simple things, but in the end you are going to have many numbers and you have to tell a story with those numbers of results. What would be the main challenges you have had to face at work? It may be something that has nothing to do with it, but I think it's like emotional intelligence is something super important at work, I mean, don't underestimate that part, and obviously you learn a lot going to therapy, I'm already going to maybe something you didn't expect to hear, but when you go ... But it's reality, right? Yes, no, it's reality, I mean, because think that at work you are with people who also carry their personal things, with a lot of cultural, emotional baggage and so on, and everyone wants to get their job done, everyone wants to stand out at work, so you have to learn to manage your interpersonal relationships, if you sometimes get a super aggressive email, you have to be smarter and answer in a way that you see yourself as super relaxed, but with your points, an assertive communication, let's put it that way, and I think that's the challenge, right? If I start to see my professional past, maybe like everyone at the beginning, they touched on situations in which I was very visceral, and I sent that email without thinking, and then I regretted it, because then they scolded my boss for me, or I got into a problem, so I think they are things that you learn over the years, and in the end it's like, you don't always have to be right, for example, I mean, it's valid that you add to someone's idea, for example, when you say that my idea is not so good, but his idea is, well, I add to what he is working on, so you have to deal with your ego too, leave it aside a bit, because in the end, at least in my case, I'm not the owner of the places where I've worked, and you have to learn to collaborate, and understand that tomorrow, maybe you're not there anymore, nothing happens, but while you're there, you have to give your best, learn from people, you never know who you can learn from, for example, I've had to learn things from people who are younger than me, or even people who are older, I mean, I think it's super important, I would say, to go with that mentality of listening and learning, I think that's what happens a lot, you mentioned it at the beginning of the interview, that everyone has the idea like, you're going to be your own boss and entrepreneur, and I don't know, if you ask me, I don't want to be my own boss, because I love to work in entertainment, that's what I always had the vision that I wanted to reach, it took me almost 9 years of my career to get to where I am, I mean, to the industry, I got to the position that I want, in general, to the industry, and I don't know, I think that's the important thing, learning to manage your emotions, because you're working with other people, and you're not the owner of the company, and well, you have to know how to handle the pieces in a certain way, it sounds kind of Machiavellian, but that's how it is. And that's what I always tell them, because also, look, when I've done interviews with engineers, they tell me this, the emotional part, they don't usually teach you in schools, and you learn it, and well, you hit the wall, and in the end, it applies a lot to work, so it's something you have to consider, and you also have to be open, because there are also many people who say, no, I want to work independently, well, okay, but even if you're your own boss, you're going to have a team, and you're going to have to manage your emotions, or you're going to integrate into a department, you're going to work with other departments eventually, so you need to manage your emotions, and well, they don't teach it to us, maybe at school. Psychology course, obviously, you get more tools, but it's because it's a much more specific course, in the others, no, but you're going to use it. Of course, and even if you're your own boss, eventually you're going to have to work with an agency, with a provider, with clients, even, so yes, that part is super important. I want to ask you, Cristian, what would you say, you were also talking about the fact that there are many people who want to stand out, and that that can generate this clash of egos, but right now we're going to go to the most positive part. If someone is watching this video and is studying in marketing, or has decided to go into marketing, what would you tell them? That you shouldn't miss, I don't know, take a class on this, read a book on this, that you prepare yourself for this, because that will allow you to go up the ranks and enter the areas that you want. I would tell them to be super, super clear, or at least have an idea of where they want to go. Maybe the advice would be to reflect, write, meditate, I think the writing part has worked a lot for me, but there's a lot of material to build and design your career, right? There are a lot of coaches who are dedicated to this, you also go there, maybe you're focused on an audience that is just going to college, but just like these conversations are, there are a lot of interviews, a lot of digital content, that can help you, give you tools to build your career, because the technical part, let's say it like that, is changing. As I was saying, 10 years ago social media was nothing, now it's like the hit, there's TikTok, there are things that we never thought were going to be like the medium, I mean, when I was studying I thought Facebook was going to be the king forever, let's see if now no one gets into Facebook, well, not like that, I mean that our generations are maybe already focused on other social media, but you know what I mean, right? What I want to say with all of this is that the technical part, well, it goes and comes, I mean, you have to be super busy and focused once you graduate to get into courses or go deeper into certain topics and so on, but while you're studying, I think you should try to do what you can to reflect on where you want to go, and if you have an idea and you're not so sure, try to find people who work on that and talk to them, or try to take a class that focuses on that, or even a course before you graduate from that, I mean, try to understand for yourself if you're going down the right path or not, because the technical part, I think it's going to change and it's a matter of updating yourself. And in what areas? I know that maybe the interview is not enough for you to tell us in all of them, because there are going to be areas, then sub-areas and so on, but what are the areas in which I can specialize if I study this career? The advertising part, I mean, get into the world of advertising agencies, which is the part that develops creative concepts, and literally the graphic art with the copy, which is what the ad says, the part of the identity of a brand, which are all these elements, logos, colors, the packaging of a product, all that part, let's say, as more creative, let's say, and the rest, the truth is that I would tell you, it is an area in which you can enter as a brand, but just as you enter as a brand, someone from psychology can enter, someone from engineering can enter, you can enter from many careers, and that is something that maybe we have to be very aware of, the labor market is honestly very competitive, and companies, even so, put for some position, preferably someone from marketing, they can end up working as industrial engineers, I mean, throughout my career I have worked in marketing, and I have worked with people who did not study marketing, and people who did study marketing, so I think the important thing about this is always to focus on trying to be in your most competitive self, I mean, put the desire for what you like, and then try to stand out in that, in that you want to specialize, because in the end, how can I summarize it? I mean, you enter a company, I mean, you go to the creative side, you work in a company, in a marketing department, assuming that you are not your own boss, right? The company in the marketing department, but the companies, or the type of companies, require different skills, for example, right now, I would divide the companies into a little more traditional companies, which would be maybe a PepsiCo, Coca-Cola, Unilever, which are companies that have been around for years with brands and products like that, but right now, I mean, food products, many ... they come from mass consumption, but right now there is something very popular, right? Which are the startups, which are these companies that come out with a ... mainly they are with a digital product, and basically they start with money losses, because they get money from investors, because the idea they have is of a lot of value, but you don't have to generate money, right? So basically there are other types of skills, because there they hire people who are, I would say, much more numerical, who are super smart, who propose, who think, who are creative, and so on. It does not mean that it is a traditional company, they do not demand it from you, but the difference of startups is that I think it is where you start with a challenge more in a blank canvas. Traditional companies already have many years, there are already many processes, everything is already, in a certain sense, kind of standardized, established, exactly. And in a startup, well, no, they are almost always blank canvases. I worked on both and I loved it, but for example, I always wanted ... I knew I wanted to work in entertainment, but I never thought I was going to work in entertainment for something digital. I mean, in my head, entertainment was cinema, it was going to ... well, yes, the movies that happen in the cinema and that then come out on video and so on, but I wanted to work in marketing for that. And, well, years later, these digital businesses and these streamings and so on are developed. So, well, I think you always have to have an adaptability capacity, I would say. So you have to keep moving. And I say, I know we are talking right now, and I have talked about it on the subject of psychology, right? Well, maybe you like marketing and you like psychology, you can find a middle ground. You like design and you like marketing, you can find a middle ground. Marketing is a subject that comes in many careers, such as administration, such as international business. So from there you can move and find your area. I also know that I have had many students who are interested in both personal image, but also the subject of marketing, because in the end it is projected from the brands. So there it is to find what you like. But this also leads me to ask you, on the subject of extroversion and introversion. And sometimes I was afraid to communicate it, so I did it by tempting the waters with someone. It was like, yes, it's great, say it. Then you build up courage and say it. Wow. Cristian, the million-dollar question that everyone knows how to do. Do you do well economically? Do you earn well? And be careful, it is valid sometimes not to know, sometimes not to know what you want, but you can make a plan to find out yes or no and eventually discover it. And just as we said with psychology, with design, with photography, with whatever you want, there will be a way to do it and I think marketing in that is very noble.