Today we’d like to introduce you to Carlota Barreno

Hi Carlota, please kick things off for us with an introduction to yourself and your story.

Similar to many individuals entering college, my career aspirations underwent significant changes within a short span. Initially drawn to veterinary medicine, I eventually pursued an associate degree in communications with a focus on corporate communications. After realizing the absence of quantitative courses in my curriculum, influenced by my science background in high school, I made a pivotal decision to switch to finance, prolonging my academic journey by another year. Ultimately, I graduated with a degree in International Business with a major in finance from Saint Louis University.

My professional trajectory unfolded through diverse internships, ranging from the publishing and art industries to event organization. A stint in a foundation led me to the institutional relations department. Presently, I find myself in the education industry, heading the marketing department at an American University in Spain with connections to Boston and Miami. This role involves the challenging task of promoting the university’s brand, increasing its visibility, and attracting students globally.

What is more, during the pandemic, I also had the opportunity to create my own small design company with which I collaborated with different companies and individuals to help them develop their corporate and/or personal image for social channels.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?

My academic and professional journey has not been easy. There were many times when I felt lost and unsure about what I truly wanted to do. Because of this, I changed my university major and explored different career paths until I found the one that I liked the most.

As we discussed in the previous question, I changed my university major several times. Initially, I intended to study veterinary medicine, but I ended up pursuing a degree in corporate communications. However, I realized that I didn’t enjoy it as much and that it didn’t include many courses involving numbers. Drawing from my high school experience with the sciences, I ultimately decided to switch to a finance degree.  
Also, I’ve explored different career paths until I found my true passion. I started working during my Freshman Year to gain experience and enhance my Resume through internships. My first internship made me realize that I didn’t want to work in publishing. The second internship taught me to balance studies and work, and provided me with valuable insights into art and event management. During my Senior Year, I interned in a non-profit organization’s financial department, which taught me the value of selfless work and reinforced the importance of effort and discipline.

After graduating, I worked in the institutional relations department of my former university, gaining experience in public relations and corporate synergies. However, I discovered my passion for marketing while assisting the communication department and initiating the university’s first social media channels. This prompted me to take a social media course and launch the first paid digital campaigns during COVID.

I then joined the Marketing department, pursued a master’s degree in graphic design to enhance my skills, and successfully balanced work and study. In the course of my journey, I took on more responsibilities such as implementing a new corporate image, developing a new website, and optimizing marketing tools. During this months, I had to work hard since I worked until 6 pm and had a master class from 7 pm to 10 pm. I had to do my master’s projects at night to submit them in the next morning.  Despite the high workload, my passion for marketing and the vision of creating a new department kept me motivated. After completing another master’s in digital marketing and putting in extensive hard work, I became the CMO at the age of 27.

I believe that the ongoing search for what I truly enjoy has been one of the biggest challenges I’ve faced in my academic and professional journey. Feeling lost is never pleasant, but I think it can be overcome by exploring different paths. Moreover, I believe that with discipline, anything is achievable, and eventually, you can find your true calling. From my early days at the age of 5, my journey into the world of horse riding became my first encounter with discipline. What initially started as a hobby evolved into a rigorous pursuit, especially from the ages of 10 to 15, when I ventured into competing in local and national championships in the Community of Madrid and Spain. The demanding nature of the sport, coupled with rigorous training routines, instilled in me a work ethic that transcended the confines of the arena.

This transformative impact of high-performance sport on self-discipline seamlessly integrated into various facets of my life. Fast forward to my university days, where I found myself navigating the challenge of balancing internships while pursuing a degree. The demanding schedule required time management, turning the juggling act between work responsibilities and academic commitments into a delicate prioritization.

In reflecting on my experience in high-performance horse riding and balancing internships with university studies, it’s clear that both experiences have profoundly shaped my character, instilling a deep sense of self-discipline. From the demanding nature of equestrian pursuits to the delicate balance between work and academics, these paths have forged a disciplined, resilient, and adaptable Carlota.

As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?

Currently, I am the Chief Marketing Officer of an American university in Madrid, Spain, with affiliations in Boston and Miami.
Marketing for a university poses unique challenges because the content is often not as captivating as that of other businesses. Our aim is to create engaging material to attract the attention of young people, but they generally prefer the content of their favorite influencers over university-related content. Digital advertising in the education sector is complex, as we need to engage different audiences, primarily potential students and parents who typically finance the education. Therefore, our marketing strategies, both organic and paid, must cater to these two distinct profiles. Students and parents have different priorities when selecting a university.

Unlike advertising for consumer products promoting a university requires careful consideration to uphold the institution’s reputation. Choosing a university involves a significant financial investment and impacts the student’s future success, making it a decision that cannot be made impulsively. The decision-making process for a university is extensive and often involves geographic relocation, which adds complexity to our marketing efforts.

Our marketing department works tirelessly to guide potential students and parents through the enrollment process, collaborating closely with admissions and recruitment departments. We create tailored content for each prospect and use remarketing campaigns to ensure a high enrollment rate.

Staying innovative is crucial given the evolving technologies and trends. We consistently adapt to new social networks, algorithm changes, and emerging technologies in order to effectively reach potential customers. For example, this year we used virtual reality at university fairs to attract potential students, demonstrating our commitment to utilizing innovative tools to engage with our audience.

I could say that the most effective strategy for increasing our university’s student enrollment has been a data-driven approach. We use targeted digital marketing campaigns on social media, Google Ads, and SEO to reach and engage with prospective students from different demographics. We have strong partnerships with high schools and community colleges to create a recruitment network, ensuring a steady stream of interested students. We offer virtual engagement through webinars, info sessions, workshops, and interactive events that are accessible globally for potential students and parents. We also provide personalized communication through email campaigns and direct outreach to support an informative and supportive application process. To achieve sustained growth in student recruitment, we have successfully created an environment conducive to this by fostering a sense of community, offering innovative academic programs, and maintaining transparent communication. We have continuously analyzed enrollment data and sought feedback to promptly adapt our strategies, ensuring they align with evolving educational landscapes and student preferences.

Our collective efforts have yielded commendable results in the past year. Lead acquisition increased by 122%, applications by 57%, and enrollments by 35%. Today, our diverse student body represents over 45 countries, a testament to our team’s commitment to leveraging technology and innovative marketing strategies in the dynamic landscape of the education industry.

In terms of your work and the industry, what are some of the changes you are expecting to see over the next five to ten years?

The next decade in education will see a significant shift towards integrating advanced technologies to create personalized, immersive, and AI-enhanced learning experiences. Marketing efforts will focus on showcasing how these technologies transform education, making it more engaging, adaptive, and supportive. Marketing in education will increasingly emphasize the synergy of data analytics, AI, and immersive technologies like Virtual Reality (VR) and Augmented Reality (AR) to create tailored learning experiences. By leveraging data analytics, educational institutions can understand individual student needs and preferences, allowing them to design customized learning paths. AI can then dynamically adjust these paths in real-time, providing personalized feedback and support.

Imagine attending a university where students begin their day with personalized AI-driven learning modules. For instance, a math module adjusts its difficulty based on the student’s performance, providing customized exercises and immediate feedback to ensure understanding of concepts. Throughout the day, students might take part in a history class where augmented reality (AR) brings ancient civilizations to life, allowing them to explore 3D reconstructions and interact with virtual artifacts. This immersive approach not only makes learning more engaging, but also helps students comprehend complex subjects through hands-on experiences. During study sessions, students can use AI-powered tutoring apps that offer real-time assistance. These apps, similar to those found on platforms like Duolingo, adapt to the user’s learning pace and offer specific help on challenging topics, ensuring that students receive the support they need when they need it. The availability of AI-driven support round the clock ensures that learning is continuous and adaptive, catering to each student’s unique pace and style.

Additionally, a science class might incorporate a virtual reality (VR) lab session, where students conduct experiments in a fully immersive environment. For example, in a biology class, students could perform virtual dissections, gaining a hands-on experience that would be hard to replicate in a traditional classroom. These VR experiences can be promoted through compelling demonstrations and endorsements, highlighting the innovative nature of the institution’s offerings.

Also, data privacy and security will play a crucial role in the future. As concerns about data privacy continue to increase, educational marketing will need to focus on how institutions protect student data and ensure cybersecurity. Transparency and trustworthiness will become key selling points. Educational institutions will have to reassure students, parents, and stakeholders that their data is handled responsibly and securely. Marketing campaigns will emphasize strong data protection measures, compliance with privacy regulations such as GDPR or CCPA, and proactive approaches to cybersecurity threats. Institutions that prioritize data privacy and security will build trust and credibility, which are essential for attracting and retaining students in an increasingly digital educational landscape. By addressing these concerns upfront, educational marketers can ensure that their innovative technologies are embraced with confidence by the educational community.

Contact Info:

• Instagram: @charbfm