Diverse Voices, Strong Leaders: A Conversation with Zaida Granados

My role as a Marketing Campaign Manager consists of two main components. Firstly, I serve as the technical expert on the sales enablement and marketing campaign management platforms that our teams leverage. Secondly, I collaborate closely with the marketing and business unit teams to effectively utilize these tools, ultimately driving business growth for the organization.

Q1.? What led you to pursue a career in marketing, and how do you infuse your unique perspective into your marketing strategies?

My journey into marketing has been non-linear. Previous roles in advertising led me to pivot into marketing, driven by a desire to initiate change within an organization and experience the entire development and impact of a campaign.

Q2. Can you share a successful marketing campaign or project where your leadership played a significant role??

One recent project I led as part of a core team involved implementing a new performance and commercial model across our tech stack. I planned and integrated key data points into marketing management and sales enablement tools to capture insights, enable personalization, and enhance content development efficiencies. As the in-house technical expert, I gained the trust and influence of colleagues during the change management process by practicing empathy and expressing my sincere desire to help solve their needs and challenges.

Q3. How do you approach the ever-changing digital landscape and stay ahead of marketing trends?

A key approach is to look beyond marketing and explore other industries. For example, AI/chat and NFTs initially originated outside of marketing but eventually served a purpose for brands. By expanding my knowledge, I stay relevant and informed about emerging trends.

Q4.? As a Latina leader in marketing, what advice do you have for individuals aiming to excel in this dynamic field??

My number one advice is to nurture curiosity. Curiosity has been and continues to be my superpower as it motivates me to actively listen, learn, and engage at every stage of my professional journey.