Meet Our Team: Carolina, Content Creator Reaching New Heights

Welcome to Captura Group’s “Meet Our Team” series, a chance for us to profile a member of our team and give you a glimpse into the minds and backgrounds of the people that make Captura Group thrive. See our other profiles here.

Having experienced writers on our content team has helped us keep up with the demand for high-quality Spanish language content. Many of our writers come from long careers in journalism, including copywriting and entertainment publication work. No matter the style of writing, the same can be observed across all of our writers: Aside from understanding words and grammar in both English and Spanish, they are global thinkers who appreciate cultural nuances.

We invite you to meet Carolina, a key member of our team of writers across several accounts, who understands firsthand the experience of today’s U.S. Latina. Carolina successfully brings to life brand voices across all forms of digital, including social, long form advertorials, video scripts, and web site copy, among others. We caught up with her to learn more about how her life outside of Captura Group contributes to her success.

Give us a peek into your background. What was growing up like for you?

I was born in the U.S., in New Jersey. I proudly say I am a “Jersey girl” even though I only spent one year there before moving to Argentina. I was raised in Buenos Aires, in a big family. In my culture it was very typical to get together with the whole family every weekend to just eat pasta or ‘asados’ and spend the afternoons together. That is how I developed a strong bond with each member of my family. Even today, despite living in the U.S. for 15 years, I have a good relationship with my immediate and extended family. When I go back, it seems that time hasn’t passed.  As a kid, I loved being outside playing with friends at the park or in the street. I was kind of a tomboy and my dream was to be a flight attendant and travel the world.

Sounds like a fun upbringing! How did your background shape your career direction, if at all?

I think my desired to travel and discover new cultures shaped my career because I always wanted to live in many countries – and I have!. So far I have lived in Argentina, Spain and the U.S. The desire to discover and accept different cultures definitely helps when it comes to working with the Hispanic market in the U.S. and the nuances of each country. It is a great learning experience.

Nice, three Spanish-speaking countries. Other than language, has being Latina had an impact on your professional career?

In the U.S. for sure. Most of my jobs have been working with companies that are trying to reach the Hispanic market, so being a Latina (part of that target) helps a lot. Performing well as a content creator is essential too, of course. I’m constantly using my friends and my own personal experiences to understand the market I work in.

It’s interesting that you play off your shared biculturalism. What role does biculturalism play in your life?

I think after living in the U.S. for so long and having a daughter who is completely bicultural and bilingual, I can confidently say that I understand the culture and the values here. But I also keep my Argentinian culture close and understand deeply both the Latino culture in the U.S. and the cultural differences in Latin America. So being able to understand and enjoy both cultures and languages is truly having “the best of both worlds.” It helps me be more tolerant and appreciative in my personal life and in my work, so I feel it makes me a more well-rounded professional.

Indeed, and a better writer too. What interested you about writing?

I think there is power in words and how you use them. You can create emotion, generate consciousness, or provoke anger just by using the right words at the right time. That is what I love about writing and why I’d like to keep developing myself to achieve that refinement of language.

And what do you find most rewarding about being a writer at Captura Group?

I love working with different brands. It is almost like being an actress and playing different roles when I write. You put yourself in the voice and personality of the brand and talk to the audience. It is fun, challenging, and always rewarding. The audience reaction can be seen through metrics, which help me refine of the voice of the character.

Lastly, what advice would you give marketers or general market brands looking to reach online U.S. Hispanics?

Well if you are a brand in the U.S. and you are not actively trying to reach the Hispanic market online, do it now! It is the fastest growing market and you don’t want to miss the boat here. If you are already working with Hispanics, be aware that each country is different and each part of the U.S., where Hispanics live, has a different cultural vibe. So know your market well: who you are talking to, what their values are, and what influences their decisions. When you have all this information, use it wisely. Talk to Hispanics honestly and in an authentic way that makes them feel represented and understood. Millennial Latinos especially are not up for stereotypes and clichés, so as a brand, you shouldn’t be either. Hispanic creative that centers around mariachis and salsa exclusively is a thing of the past. Like my clients, you want to be a brand of the future.