To kick off this series, we had the pleasure of interviewing Valentina Blanco, Senior Product Marketing Manager at SMART Technologies. With over 20 years of experience, Valentina is a seasoned marketing professional known for her expertise in elevating brand awareness and fostering engagement. Her extensive background enables her to uncover invaluable customer insights and effectively lead cross-functional teams. Valentina's driving force is cultivating genuine connections with empathy and authenticity. We trust you'll find this interview insightful and engaging.
1. Tell me about your career journey. Where did you start? How did you land here at SMART?
My journey started in Venezuela, Latin America, fueled by a fascination with understanding what guides people's buying choices. This curiosity led me to dive into the world of marketing, where I studied the ins and outs, especially the art of effective communication.
For six years, I found myself at big Ad Agencies, working on campaigns for well-known B2C brands like Coke, Mastercard, Nestle, and Telefonica. It was during these experiences that I got familiar with the intricate world of brand strategy. Looking back, I realized that success in advertising isn't just about the quantity of commercials produced or multi-media campaigns launched; it's about creating memorable touchpoints, especially when working with significant budgets.
The story then shifted to Calgary, where I took a break to be actively involved in the growth of my two children. In 2013, I re-entered the professional scene, joining Karo Group, the longest-standing Ad agency in western Canada. Over two enriching years, I managed a portfolio of B2C brands, including Enmax, Syncrude, Enerplus, and Qualico.
My journey began on the agency side, receiving plans from marketing teams. However, as I moved to Calgary, I made a leap to the brand marketing side, gaining a full-circle view of the marketing process. This unique dual perspective continues to shape my approach to this day.
In Calgary, I found a growing interest in the B2B technology sector. The precision with which we could measure campaigns, product usage, and leads resonated with my data-driven mindset. It wasn't about passion but more about a fascination with the precision of it all.
In 2015, a new chapter unfolded when I stumbled upon a job posting from SMART. This opportunity allowed me to join the Creative team as a Creative Marketing Manager, bringing my advertising expertise into the world of technology and contributing to the management of the in-house studio.
2. How has your role evolved while at SMART?
As I look back on my 8½ years at SMART, it's like paging through a storybook filled with chapters of transformation and growth. The journey commenced when I assumed the role of a Creative Marketing Manager, where my primary focus was on ensuring the organized and smooth operation of our in-house creative studio.
The narrative then shifted towards brand management; a phase centered on launching impactful brand campaigns. It was a time of uncovering the intricacies of making our brand stand out and weaving connections with potential prospects.
The story took a compelling turn as my analytical skills took the spotlight during my tenure as a Analytics Campaign Manager. I embraced the role with a detective's mindset, deciphering the nuances of our paid campaigns – piecing together a puzzle to enhance our strategies.
A brief yet impactful chapter unfolded as a Demand Generation Manager. Here, my affection for our business portfolio deepened, understanding an audience distinct from our education segment. It was a chapter marked by supporting the team through resource challenges, fueled by unwavering passion.
As a Senior Product Marketing Strategist, my role is dedicated to crafting compelling narratives that showcase the unique values and qualities of our Business portfolio, positioning them as unparalleled choices in the market.
3. What brought you to SMART? And, what has kept you here for so long?
A few factors have been instrumental in my 8½-year tenure at SMART. First and foremost are the dynamic colleagues we have here at SMART: Collaborating with brilliant minds has been a significant factor in my continued engagement. Working alongside such talented individuals elevates every aspect of the job. Challenges become exhilarating, and there's never a dull moment at SMART.
Second, and very much related is the innovative culture that’s fostered at SMART. The company's culture of constant evolution, inherent in the technology sector, has played a pivotal role. This environment encourages openness, adaptability, and a continuous pursuit of self-improvement. It aligns perfectly with the ever-changing nature of the tech industry, fostering an atmosphere where growth and progress are not just encouraged but ingrained in the company's DNA.
4. What are you most proud of in your career so far?
Rebuilding my career after relocating from a Spanish-speaking country was a pivotal chapter in my life. I took seven years off to give birth to my kids and care for them, seizing the opportunity to earn my marketing certificate from the University of Calgary. Taking a break for my kids was a personal choice, evolving into a stepping stone that transformed my journey.
Returning to school during that time was no small feat – it posed challenges, but the rewards were immense, providing me with new skills and bolstering my confidence.
It's more than just where I am today; it's about the path I traversed. Venturing back to work in a new country, with a new language, and confronting a demanding job market, felt like a rollercoaster ride filled with highs and lows. Doubts surfaced, but so did moments of triumph.
In 2020, my dedication was recognized with a nomination for the “SMART Excellence Award,” acknowledging my contributions to supporting the business portfolio.
Reflecting on my journey, I take pride not only in regaining employment but also in the strength acquired at every step. Now, as I share my story, I hope it resonates with others at similar crossroads. Each segment of our journey shapes us, and I raise a toast to embracing every part and discovering strength in each step.
5. Tell me about a pivotal moment in your career.
A pivotal shift occurred seven years ago when I transitioned from advertising to marketing. I vividly recall a lighthearted comment from our then VP of Marketing, Jeff Lowe, joking that I was about to venture into the “dark side of the industry”. Little did I know, it was a decision that would open up a realm of opportunities for me to influence and enhance the marketing of our products from various perspectives and build even stronger bonds with my colleagues. This shift has been both impactful and rewarding, marking a significant chapter in my professional journey.
6. What's a barrier you've had to overcome in the tech world? (ie. perception, leadership)
In the fast-paced tech world, being the only woman in the room or at events crowded with men has its challenges. It feels like I must work extra hard for everyone to listen. But in those moments, I think about my daughter.
I want to create a world that's fair for her. So, I tell myself to step up and shine bright, like a star. It's not always easy but thinking about the next generation keeps me going. Overcoming gender stereotypes means proving myself again and again.
I'm grateful to work for a tech company, SMART, where 40% of the workforce are women. It's a place that supports women's growth, providing a platform for me to do well and grow.
7. What’s one thing people don’t know about you that they would be surprised to find out?
Surprisingly, not many people know that I used to run a home-based cake business. I crafted cakes for a variety of occasions, ranging from weddings and baby showers to birthdays and retirements. Baking and designing cakes allowed me to express my creativity in a different way, and it's a passion I've cherished alongside my professional journey.
8. What do you like to do when you’re not at work?
When the workday's done, you'll find me in a whirlwind of family fun, whipping up some culinary magic in the kitchen, and attempting to be a fitness enthusiast (with varying success – let's call it a work in progress!). And for the perfect chill-out, I dive into the world of audiobooks – because who says stories should only happen on weekdays.
9. What advice would you give young women who might be pursuing a career in tech?
Embrace your uniqueness and the value you bring to the table. Don't let gender stereotypes or the male-dominated tech landscape intimidate you. Your perspectives, skills, and ideas are vital for shaping the future of technology. Seek out mentors, build a supportive network, and never underestimate the power of continuous learning. The tech world is dynamic, and your diverse contributions can drive meaningful change. Believe in yourself, stay curious, and let your passion guide your journey in this exciting field.