When I started out in digital in 2005, the platforms, practices and social networks that are commonplace today were all brand-new. So I’ve been able to develop myself as the industry developed.
So sure, this means I have a deep understanding of digital, blah-de-blah. But more importantly it means that I’ve had time to learn on the job, and making mistakes is a great way to develop skills. HOWEVER, it’s also time consuming, and that’s a key part of what I give my clients – I pass on my knowledge so they don’t have to learn the hard way!
I’ve worked with brands and businesses of all sizes and I’ve tried and tested many methods. I’ve run many experiments to understand what works, and they have often led to golden formulas.
Those formulas carried on working, for a bit, but digital is constantly changing so they don’t always stay golden for long. There are some fundamental principles that endure though… And that’s basically my job, to teach the essentials of modern marketing while being up to date on the variables, so my clients can get on with running their businesses.
Whenever I get started with a new client, the thing I often find to be missing is a solid strategy (or any strategy at all!). Businesses big and small don’t get the results that they could from their campaigns, all the time, because they don’t understand their audience. You can make something beautiful, but it will be forgotten pretty quickly if you don’t make a connection at the same time. And this is one of my fundamental principles – strategy is easy, and I will show you why.
Pilar’s story, so far
I have advised and trained hundreds of brands looking to cut through the noise of the digital space and transform their businesses, including Sony, Coca Cola, Chevrolet, BBC and Microsoft. But that’s probably enough name dropping, here’s the (abridged) story:
- 2005 – My first role was in a content start-up that was (thanks to our success) quickly purchased by Momentum Worldwide, where I set up a global network of researchers and influencers who analysed hundreds of case studies and conversations around the world to create the first global social strategies for brands like Coca-Cola. That was when I started to understand the real power of digital.
- 2009 – Four years later I was starting my first of two team lead roles at top media agency groups (Aegis Media and then Havas).
- 2014 – After a Global Head of Social role, brand side, I decided it was time to start my own (ad)venture. Doing it on your own is hard so I decided to call old colleagues who were in a similar position. What if we could all unite to solve client challenges? I brought together amazing professionals from all over the globe as a collective of digital experts, who form the network of Barrio Digital. Together we’re using the power of community to reshape how freelance consultants work worldwide.
- 2015 – The Google Digital Academy kick-started my life as a trainer. I now deliver workshops for their clients in mobile strategy, programmatic advertising and user-centric marketing.
- 2016 – And I’m now also a course leader at Emeritus, supporting Columbia Business School students of digital marketing and business strategy, and I lecture at business schools in Spain and the UK (London Business School and ISDI).
- 2018 – Why not make my approach to digital available in digital? No reason at all, so I launched my first online course, Mastering Social Video.