Get ready to meet one of the driving forces behind our agency – Ytzel, our Strategic Account Director. In this edition of our Employee Spotlight series, we’ll uncover the unique blend of expertise, passion, and creativity that Ytzel brings to her role. From forging strong client relationships to navigating complex strategic landscapes, Ytzel’s impact resonates far and wide within our agency and beyond.
What’s your favorite thing about working in marketing?
The creativity! I truly nerd out on well thought out creative campaigns that tap into the human experience in an unexpected way while tying into the brand’s core mission or values. One of my favorite campaigns is Coca-Cola’s Open Happiness. To help college freshmen make friends on their first day, Coca-Cola installed a vending machine, but the coke bottles can only be opened by another bottle. This campaign really hits on Coke’s slogan at the time of “Together Tastes Better”. It also can be clipped and cut and repurposed across various mediums, which we love a multifunctional campaign!
What’s your favorite social media platform and why?
It’ll come as no surprise to my colleagues…TikTok. I love the authenticity and quirkiness of the platform. Where brands might be expected to act in a certain way on other platforms, TikTok is the one place where there are no rules. Just look at Duolingo, which is the (unhinged, yet genius) playbook for how brands can engage on TikTok.
What’s one thing you wish more people knew about the marketing industry?
While ROI or conversions might be the most coveted metrics they aren’t the only ones. Sometimes a brand strategy or community engagement strategy is the right fit for where your brand is at the moment. While everyone aspires for growth levels like Airbnb, Glossier, or some other household name, I think it’s important to remember the amount of time they spent building awareness. Airbnb invested heavily in SEO and social ads, while Glossier invested in micro-influencers and community building. There is no cookie cutter path to growth. I think really knowing your customer, what they value, and where they spend time is the best way to build a strategy.
Share one surprising skill or hobby that helps you in your marketing work.
Growing up I was part of a dance company, and still salsa every here and again! Without being cheesy I think dance has taught me how to think on my toes. Whether it’s dancing with a new partner or messing up your 8 count, you have to think fast and stay nimble.
What’s your go-to productivity hack when you’re facing a deadline?
Do not disturb! My friends joke that I am hard to reach but I swear by DND and time blocking.
Want to meet more of the amazing people behind Integrate Agency? Keep following our blog for upcoming spotlights and get inspired by their stories and achievements. Stay tuned!