Talk us through an average day in your role
Since starting my strategic consulting business almost three years ago, no two days have been alike. In the morning, I might collaborate with a client on product marketing strategies, refining messaging or go-to-market (GTM) plans. By the afternoon, I could be writing thought-leadership articles or technical blog posts. As I work remotely from my home office in Barcelona, I usually take a few calls each day.
In addition to my regular clients, I often take on one-off projects. These can range from producing and curating speakers for a conference, collaborating on an industry report or developing sales enablement tools. I devote a few hours a week to consuming industry news, something I’ve done for years to keep up with the relentless pace of change in this field. Whenever possible, I attend industry events and conferences, though this often requires some serious juggling of our household schedule—essentially playing ‘family Tetris‘ with my husband, who also works in the industry.
I make time for coaching and mentoring through the Nottingham Trent University Alumni Fellows programme and have been a RISE mentor several times.
How did you get started in the media industry?
During my early university years in Spain, I worked as a radio DJ. When I moved to the UK for my final year in Media Studies at Nottingham Trent University, I approached BBC Nottingham. They said my Spanish accent was too strong for on-air work, so they offered me a trainee position as an early production assistant in the newsroom—starting at 5am, welcoming guests, and making lots of coffee! Over time, I learnt to use the newsroom computer system (BASYS, anyone?) and analogue tape editing.
As I approached the end of my final year, there were no full-time opportunities for me to continue at the BBC. One day, however, our tutor mentioned an opening at a small local software company that needed maternity cover. “Playout automation,” they offered — a term I had never heard before. I got on the Number 1 bus from Nottingham to Loughborough, which stopped near OmniBus Systems’ offices. That’s where I met the person who gave me my first proper break in the industry, Andy Ioannou. He spent 20 minutes chatting with me, introduced me to Ian Fletcher, one of the company founders, and then told me to come back the following week.
The first three months were tough as a customer support rep, handling highly technical calls. I quickly realised that what I learned during university had little to do with the real world of broadcast technology.
A few months later, I was sent on my first customer trip to San Francisco to train operators and engineers at ABC-KGO on how to use the playout automation system. And that became my way of life for many years, globetrotting to work with technical and operational teams at dozens of broadcasters worldwide. To say this broadened my horizons and enriched me as a person would be a huge understatement.
For the following eight years, I helped operators and engineers transition from analogue to digital workflows. I went through many nerve-wracking early mornings taking newsroom automation systems live, training users before, during, and after dry runs. My next break came from Avid, where I was recruited as a workflow consultant supporting presales efforts, helping customer teams define their newsroom and post-production operations, and again, travelling everywhere.
Avid then offered me a position in Singapore, where I lived for nearly a decade. There I worked with additional technology companies, Grass Valley and Ooyala. This experience gave me a deep appreciation for the rich tapestry of cultures across the Asia-Pacific region. From Japan and Thailand to Australia, New Zealand, Vietnam, and beyond, each with their own unique approach to business. Understanding cultural differences and appreciating that there are many ways to “slice an elephant” is key in this industry.
What training did you have before entering the industry?
My dad wanted me to be a film director or TV journalist. So he sent me to media school – I clearly failed at both! I started my university studies at Madrid’s Complutense University and then finished through an exchange in Nottingham. But even before that, I cut my teeth as a local radio station DJ for several years. That’s where I learned to use audio equipment, tape editing, and picked up the basics of what today would be called monetisation, content creation, and audience engagement.
In this fast-moving industry, staying relevant requires continuous learning, which I’ve achieved through taking on new challenges at work, while taking on formal qualifications, such as my MBA. At Ooyala, I was asked to take on a product marketing role—something I had never formally done before. It was a pivotal moment in my career, and I had to adapt quickly. I was fortunate to have an excellent mentor and coach as my manager, but I also took up some formal training on the side. I highly recommend the Product Marketing Alliance for anyone interested in pursuing that path.
The ability to multi-skill and reinvent yourself is essential in any industry—especially now that AI has become significantly more efficient at performing certain tasks.
Why do you enjoy working in the industry?
From the moment my dad brought home a ZX Spectrum, I’ve been fascinated by technology and its power to transform lives for the better. Media technology, in particular, enables creative minds to turn ideas into reality through video, storytelling, and content creation. Delivering sophisticated tech solutions that resolve complex problems is usually a team effort, and I enjoy working together towards a common goal.
Recently, I heard someone say “Your network is your net worth,” and I couldn’t agree more. Success in this industry is built on relationships, which is why I’m passionate about building and nurturing connections. I’ve had the privilege of meeting extraordinary people from all over the world, who have shared invaluable lessons with me. Throughout my journey, I’ve come to see how uniquely different, yet profoundly similar we are.
What piece of advice would you offer someone looking to explore a role similar to yours?
Start with an open mind. Sometimes, the roles that seem less exciting offer the most growth and unexpected opportunities. My initial position wasn’t aligned with my long-term ambitions, but it taught me invaluable skills and revealed a path I hadn’t seen before.
Be curious. In an industry that evolves daily, being a lifelong learner is key to success. Trust in your ability to adapt and overcome challenges, even if they seem daunting at first. Above all, be kind and respectful—listen before you speak. And be prepared to roll up your sleeves and work long hours—this is an industry that never stops.
