Interview With Ivonne (Digital Marketing Strategist)

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

I was born and raised in Nicaragua, a beautiful and warm country in Central America. Something unique about myself is that I currently live in the Netherlands pursuing an MBA but still continue to work in Nicaragua. From this I have developed a unique blend of cultural insights and adaptability. It's like I'm in two places at once :)

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

After graduating with a degree in advertising from a university in Spain, I always knew I would work in a field related to marketing, where I could continue to be creative while also diving into the world of data analysis. My passion for social media played a big role in shaping my career path, as I’ve always been fascinated by how platforms can be used to connect with audiences and drive engagement.

Transitioning into paid media felt like the natural next step, as it allowed me to combine my creative background with my analytical mindset, using data to optimize campaigns and truly understand what resonates with audiences. This blend of creativity and data is what keeps me excited about marketing every day.

3) What skills and industry do you specialize in?

I specialize in Google Ads and Facebook Ads, along with tracking tools like Google Tag Manager (GTM), GA4, WhatConverts, Zapier, and various CRMs. My expertise spans across multiple industries, not just one, which allows me to tailor strategies to the unique needs of each sector.

4) What is your best soft skill?

One of my best soft skills is empathy. It plays a crucial role in my ability to connect with clients, understand their needs, and craft messaging that resonates with their target audiences. This skill also extends to collaborating with teams, where I’m able to listen, understand different perspectives, and work toward shared goals in a way that respects everyone’s input.

5) What softwares and tools do you use regularly?

I regularly use tools like Google Ads and Facebook Ads for campaign management, along with Google Tag Manager (GTM) and GA4 for tracking and reporting. WhatConverts helps with conversion and call tracking, while Zapier automates workflows. I also work with various CRMs to manage leads and optimize customer journeys.

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

In the next year, my goals are to continue refining my expertise in paid media, expanding my knowledge of emerging platforms and tools to stay ahead of industry trends. I aim to deepen my ability to analyze data and extract actionable insights that drive even better campaign performance and ROI.

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

One of the hardest challenges in my career has been navigating the balance between creativity and data-driven decision-making, especially when working with clients who may not fully understand the technical side of paid media. Early on, I had to overcome the challenge of bridging that gap—explaining the importance of analytics while still maintaining the creative integrity of the campaigns.

Over time, this became an opportunity for growth, as I learned how to communicate the value of data in a way that aligns with clients’ business goals. This experience taught me the importance of clear communication and adapting my approach to each client’s needs. Also, conversion attribution was something tricky to fully understand and work with.

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

The biggest mistake I made early on in my career was focusing too much on optimizing campaigns and neglecting the importance of the website itself. I realized that no matter how well-targeted or optimized a campaign is, if the website isn’t user-friendly or doesn’t align with the campaign’s goals, it can hinder conversions. Now, I always ensure that the landing page and website experience are just as optimized as the ad campaign, as both need to work in harmony to drive the best results.

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

I really love what Miles McNair and Andrew Lolk are always posting about digital marketing.

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

The biggest influence on my career has been the team I work with. Their collective knowledge, support, and collaboration have played a key role in my growth. I learn something new from everyone in my team.

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

My favorite course has been the Google Skillshop courses. While they are pretty basic, I find them extremely useful, especially for strengthening my foundational knowledge of Google Ads and other Google tools.

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

I would tell myself, or anyone just starting out in marketing, to trust your instincts and stay curious. Marketing is a dynamic field, and it’s easy to feel overwhelmed by the sheer amount of information out there. However, if you trust your intuition and apply what you learn, you’ll develop your unique approach to solving problems. I’d also recommend reading and following industry leaders—there are so many insights to gain from those who have been in the field longer.

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

If the entire world were listening to me, I’d encourage everyone to embrace empathy and collaboration. In a world that’s often divided by differences, understanding each other and working together can create incredible change.

14) Where can we find you?

LinkedIn.