Interview With Valerie (Paid Social Director)

1) Where were you born and raised? Also tell us something unique about yourself.

I was born in New Rochelle, New York, and raised in South Florida. I come from a rich, diverse heritage, with Puerto Rican and Salvadoran roots that trace back from Africa to Valencia, Spain. I'm incredibly proud of my background and grateful for the opportunity to experience the vibrant cultures and delicious foods that come with it.

2) What got you interested in marketing and what was your journey?

I was originally on track to become a lawyer with no initial interest in marketing. But as I prepared to pursue corporate law, I realized I needed a foundation in business and marketing—and that decision ended up changing the course of my life. I’m incredibly grateful to have discovered this amazing industry. When I first started, digital marketing was like the wild west, with white hat and black hat SEO practices shaping the landscape.

Over time, it’s transformed into an integral part of how we consume media and information, playing a huge role in people’s daily lives. It’s incredible to see how far we’ve come, and I’m excited to see what the next decade brings with advancements in AI.

3) What skills and industry do you specialize in?

I began my career as a generalist, but over the past decade, I’ve specialized in media buying and growth marketing, with a primary focus on all things social media - paid, organic, and influencer marketing.

4) What is your best soft skill?

I’d say problem-solving is a skill I’ve developed over time. It’s mission-critical in leadership roles and performance media positions, where accountability and results are essential. Learning to adapt, analyze, and find solutions has been key to my success.

5) What softwares and tools do you use regularly?

Favorite Paid Social Tool: Smartly.io

Favorite Organic Tool: Hootsuite

Favorite Analytics Tool: Tableau

Favorite CRM Tool: Salesforce

Favorite Video Editor for Lo-Fi Content: Capcut

6) What are your goals for the next year and into the future?

My goal for 2025 is to refocus on building my personal brand. With 15 years of experience and an incredible personal network that I haven’t fully leveraged, I’m excited to get back out there. After being heads down on personal and professional goals, stepping into this next stage of success will be crucial.

7) What has been the hardest thing you dealt with in your career path?

Instability often arises when there’s a lack of clarity in the vision, making it hard for teams to achieve their goals. While the excitement of startups and the sense of accomplishment are incredible, without clear direction, progress can stall. On the other hand, in larger organizations, it’s easy to get lost in the system, with significant disconnects between the front line and leadership.

There may be amazing people and products, but if the focus isn’t aligned around a single, clear vision for success, the entire operation can fall apart, leaving employees to navigate the chaos.

8) What is the biggest mistake you made that you want others to avoid?

Even if you know exactly what to do and how to do it, take a moment to step back and appreciate the current state. Understand why things are working the way they are and why processes are in place. Only after fully digesting the existing framework should you focus on transformation. This is something I learned early in my career, and it has shaped my perspective on change and how to approach things more effectively.

9) Who are your favorite people in the industry that you follow?

I’ve been a huge fan and advocate of Smartly.io for years, especially admiring Laura Desmond, the CEO, for leading such an incredible business. She’s done an outstanding job of expanding and innovating.

I also enjoy following LinkedIn thought leaders like Brody Karminzind, Eric Toda, and others from Meta, who have been instrumental in explaining new products, sharing features, and offering valuable insights.

10) Who has had the biggest influence on your career to date?

My dad has always said, 'It doesn’t matter what you do—give it 100%, give it your all, and do your best.' He emphasized showing up with a desire to produce excellence, and everything else will fall into place. I've carried that with me throughout the years, and striving to accomplish amazing things and outperform myself has been at the core of what I do.

11) What has been your favorite course that you taken and why?

I've taken incredible courses through Udemy, Coursera, and LinkedIn Learning over the years. My favorite was actually a CRO (Conversion Rate Optimization) course that focused on digital behavior and psychology for converting traffic into sales—it was truly eye-opening.

12) What would you tell yourself or someone who is just starting out in marketing?

Practice humility and let the data guide your decisions. Use your intuition to navigate the tough choices.

13) If the entire world was listening to you, what would you have to say?

My advice for the world: lighten up and have fun. Life can be tough, but we're truly blessed to be alive. Embrace life with gusto, striving to do good and make an impact on others' lives. But at the end of the day, seek happiness within yourself. It will make you happier and better at everything you do.

14) Where can we find you?

Connect with me on LinkedIn or check out some of my amazing recipes on TikTok.