How I shaped my career from international journalism to tech marketing

If you had asked my sweet and sassy 7-year-old self, I would have told you that I was destined to become a renowned archaeologist, uncovering ancient temples in the middle of the jungle like Indiana Jones.

However, life had other plans for me.

This is how I went from a Lara Croft wannabe to a tech-specialised marketer.

My journey to (idealist) journalism

As a teenager, I watched the Iraq war unfold on TV. It was a time when idealism ran high, and I decided that the best way I could make an impact on society was by becoming a war reporter. Sounds like every parent’s dream for their daughter, am I right?

But what can I say? My heroes at that time were Ramón Lobo, Lydia Cacho, and Jon Sistiaga, to name just a few. Their fearless reporting inspired me to pursue journalism. I wanted to be on the front lines, telling the stories that needed to be told, shining a light on the harsh realities of conflict zones, and making a difference with my words.

Driven by this passion, I studied journalism with unwavering determination (not always in the classroom, though). My dedication paid off when I was selected by Newcastle University to pursue a master’s degree in International Multimedia Journalism, in collaboration with the BBC. This was a dream come true; I could already see myself working for The Guardian or Al-Jazeera, travelling all over the world and exposing the bad guys.

I was certain about my vocation. But life threw me a curveball, and I ended up going back to Spain. The abrupt change was challenging, but it also opened new doors for me.

My corporate detour: lessons and realizations

Back home, I started working at Deloitte. While I learned a lot and met some of my best friends there, I quickly realised that corporate life wasn’t for me. Don’t get me wrong: I will be forever grateful for the amazing opportunity that I had and how much I grew professionally speaking, but the structured environment and rigid hierarchy stifled the creativity and sense of adventure that had always driven me.

As I couldn’t picture myself writing press releases for the rest of my life, I decided to pursue another master’s degree, this time in marketing. I’ve always been passionate about psychology and the human mind, so my curiosity led me towards this area.

So, when Deloitte created a new business unit for marketing and communication consulting, I was selected to be part of the initial team. This transition took me from in-house corporate communication to the dynamic world of consulting. My days felt like they had 48 hours, but this period was incredibly fun and rewarding. I managed accounts like Endesa, Sacyr, and Mahou, among others, and put my marketing knowledge into action. I orchestrated 360º marketing campaigns and collaborated with some of the best advertising professionals and media outlets in Spain.

My learnings along the way

Throughout my journey, I've gathered several key lessons and insights:

1. (May sound cliché, but) always follow your passions: If there’s one thing I’ve learned, it’s that following your passions, even when they lead you down unexpected paths, can result in a fulfilling career. When people told me I was crazy for leaving a secure corporate environment to join a startup, I trusted my instincts and never looked back. As a result, now I enjoy a life and career that I’m passionate about.

2. Align with your values: As a professional in the advertising industry, it's crucial for me to work for a company or cause that resonates with my beliefs. This means steering clear of unethical companies and focusing on those that align with my values. There's nothing worse than promoting a brand you have moral conflicts with. I firmly believe in technology as a force for positive change, which is why I chose to specialise in this area.

3. Pursue personal interests to balance your work life: As I mentioned earlier, ancient history has always been a passion of mine (with a last name like Castillo, it seems to run in my blood). While I love my job, I decided to study history part-time at the Spanish Open University. My Lara Croft aspirations continue beyond my professional life. After seven years of boxing, I've moved on to Muay Thai, keeping my adventurous spirit thriving.

4. Prioritise productivity and accountability: I’ve always valued productivity and efficiency over time spent with my laptop open, which is even more relevant when working fully remote. I’m used to asynchronous work with teams based in different time zones and reporting my achievements instead of the hours I spend on the screen.

But, if I had to pick just one…

5. Be bold and fearless: In summary, if you’re passionate about something, go for it. What’s the worst that can happen? You can always adapt and reinvent yourself, but you only live one life.

So yeah, it's been a hell of a ride, and I'm excited for whatever comes next.

Remote setups >>> anything

However, the “big corporate” environment still didn’t feel quite right. I longed for a more flexible and innovative workspace. So, when Acid Tango, a digital product and innovation studio, offered me the CMO position, I didn’t think twice.

Leaving my corporate life behind, I took the leap into the startup world.

Living the startup life

Working at Acid Tango was a blast. I collaborated with numerous startups and venture builders like Wallbox, Declarando, and B4Motion. Our office was located in the most artsy neighbourhood in Madrid, right above an Irish pub. The number of Fridays that ended up downstairs is too many to tell here.

However, as with any good story, there was an unexpected twist.

The onset of the pandemic brought unforeseen challenges. The startup ecosystem was hit hard, and many companies, including those we collaborated with, faced severe disruptions. The pandemic forced us to rethink our strategies and restructure our positioning, team, and projects. It was a time of uncertainty and rapid change, demanding resilience and adaptability from everyone involved.

Despite the hurdles, my experience at Acid Tango was invaluable. It deepened my understanding of cutting-edge technology and reinforced my passion for working in flexible, innovative environments. The lessons I learned and the memories I made during this time have been instrumental in shaping my career trajectory, equipping me with the tech skills and knowledge needed for my next adventure.

Embracing AI and the digital nomad lifestyle

This natural progression led me to Pathmonk, where I took on the role of Head of Marketing. Pathmonk is a leading company in the AI space, specialising in conversion optimization through hyper-personalization. Here, I’ve been able to blend my love for technology and marketing in an innovative and highly-flexible environment.

Since joining Pathmonk, I’ve also embraced a lifestyle that allows me to balance work with my passion for adventures. The flexibility of my role means I can work from anywhere, and I’ve taken full advantage of this by travelling the world as much as I can. Whether it’s working from a cosy café in Bali or a tranquil spot in the mountains, I’ve found that changing my environment fuels my creativity and productivity (as long as I have a decent Wi-Fi connection, that is).