Meet Our Team: Rebeca, Bicultural Millennial and Digital Data Scientist


Welcome to Captura Group’s “Meet Our Team” series, a chance for us to profile a member of our team and give you a glimpse into the minds and backgrounds of the people that make Captura Group thrive. See our other profiles here.

As digital marketers, we know the importance of data and insights to inform, optimize, and propel a campaign toward success. But data by itself can be overwhelming, and most marketers need a dedicated team to sort through the hard numbers to uncover the story.

Rebeca Martinez is part of that team here at Captura Group. Her energetic nature combined with her detailed analytical skills make her a valued part of our Insights team. Rebeca constantly demonstrates that there is more to data than numbers, and having her behind the scenes to help shape a client’s campaign story inspires confidence. She’s also a part of one of today’s most coveted demographics – the bicultural millennial Latina – so she gives an additional insider’s perspective to that segment.

Here Rebeca gives us some insights into her own story, from growing up crossing the U.S/Mexican border to attend school, to how she found a career she loves in Analytics, and what marketers need to know when using data to connect with U.S. Hispanics.

Let’s start at the beginning. What can you tell us about your background?

I was born in Tijuana, a border city to San Diego and a commuter region with the most transited border in the world. When I started school, I crossed the border to attend school in San Diego. To me this lifestyle was common; the purpose of attending school in San Diego was to learn English. I even remember getting in trouble for speaking Spanish at school, as most kids were Mexican and were there to learn English too.

Unlike my cousins who lived and studied in the U.S., I grew up completely binational, bicultural and bilingual. I learned English at school without forgetting Spanish, and to this day no one at home speaks English unless necessary. I got to experience both the Mexican and American culture to its full extent, every single day. This is something I love sharing because I believe not many individuals get to experience two worlds in one day.

What role does biculturalism play in your life, if any?

Growing up, biculturalism was everywhere. Everyone around me, my family and friends, were all Hispanic and most of them were like me: bicultural and bilingual. It wasn’t until I started at San Diego State University that I noticed how unique it was to be bicultural and how being fluent in two languages was a great asset.

Did that realization help shape your career direction?

I chose my BA in international business because it seemed fitting given my cross-cultural upbringing. I knew I wanted to do business because I come from a family of small business owners. It was until I started learning about marketing that I knew I wanted to be part of digital advertising. Like most millennials, I was always online, and I knew that this sector could only expand. I wanted to be part of it.

Has being a Latina had an impact on your professional career?

My first job in the industry was as an SEO Specialist at a digital marketing agency, where I was always asked to help with their Hispanic marketing. Most of the Spanish content used for clients was poorly translated. I remember thinking even I could write better content and I wasn’t even a copywriter! Through a research project I learned about Captura Group and about their capabilities with the then-niche Hispanic market. Being bilingual, bicultural, and digital-minded, I knew this is where I had to be.

What interested you about Analytics?

I am not just interested in analytics – I get excited about it. I enjoy seeing how metrics and data can come together to tell a story. I enjoy seeing instant positive results on a great content piece. I enjoy being able to help brands achieve their goals by bringing meaningful insights that can inform the marketing plan and highlight the brand’s opportunities with the Hispanic audience.  A career in Analytics is not for everyone. It takes a special mindset; a detail-oriented and analytical mind to find a hidden nugget in a ocean of data.

So true! It takes a certain type of person to enjoy Analytics. What is the best part of your position at Captura Group?

The best part of being a Digital Analyst at Captura Group is that I get to interact with every department. I need to know what content was produced, when content and creative was uploaded to a social network or a site, and what type of paid media will support that content. I need to inform the team on the status of the campaign so that Account managers can share stats with clients.The more analysts know about each client and campaign, the better we can understand what the data is telling us.

What do you think the role is for data and insights when it comes to successfully marketing to U.S. Hispanics?

I believe data and insights are a fundamental piece in any marketing plan targeting U.S. Hispanics. Insightful data should be there from beginning to end. It should be what informs the why, the what, and the how of a marketing plan. It should also be there to educate brands on how each marketing channel amplified the brand’s message and how Hispanics reacted to that message. It should even be used to inform the designer on how an image resonated with the consumer, or the content producers on how a certain CTA resulted in a better engagement.  

Do you have any advice for marketers or general market brands looking to use analytics to reach online U.S. Hispanics?

As I mentioned before, every marketing plan should start with insightful data. Whether it is through an analysis of a competitor’s website or through a health status check on your own digital properties, marketers and brands should always acknowledge that data is there to be dissected, interpreted, and used to uncover opportunities to drive growth.

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