Meet Our Team: Fernanda, bilingual word surgeon
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.
Among our team of content writers at Captura Group, a few traits are universal. They are bilingual, comfortable speaking and writing in both English and Spanish. They are bicultural, able to see the world from multiple points of view. And they are global thinkers, passionate about expressing cultural nuances in an authentic way.
Our profile subject this time around is no exception. We invite you to meet Fernanda, a longtime member of our Creative team across several accounts, who understands first-hand the experience of today’s U.S. Latina. Fernanda uses words to bring life to brand stories that resonate with Hispanics across all platforms, including social media, where she also oversees engagement trends and builds community. We sat with her to learn more about how her offline persona contributes to her success.
Give us a peek into your background. What was growing up like for you? Where was your childhood spent, what did you enjoy as a kid?
I was a typical 80’s child. I loved Cabbage Patch Kids and Rainbow Bright, roller skating, playing outside with my twin brother and watching movies. From birth I was raised as a 100 percent bilingual and bicultural child. I lived in in Tijuana, Mexico, but I attended school in San Diego starting at age two. My days were spent speaking English from 8 a.m. to 1 p.m. and Spanish for the rest of the day. At that time, it was completely natural for me; I didn’t even have to try. I just automatically switched from one language to the other.
Explain why your language switches happen so organically. How did your background shape your career direction, if at all?
It totally did! I am blessed to work in a profession that is second nature to me. The way I grew up and how I’ve carved my path has made being bilingual and bicultural so instinctive. It was only a matter of time for me to build a career where I could maximize these traits. Going to school in both countries, majoring in International Relations, getting to experience cultural nuances from both sides of the border, and interacting constantly with two cultures basically “trained” me for what I do today. I learned from a very small age that words matter – the way you phrase things, emphasize them and communicate them, it matters.
And what role does biculturalism play in your life, if any?
Tacos & hot dogs, El Chavo del Ocho on Televisa and Friends on NBC, Agustín Lara & The Doors! My bicultural upbringing broadened my horizons and gave me the ability to think both creatively and analytically. It’s my way of life.
What interested you about being a copywriter?
Knowing that I’m writing with purpose and intent. Who is the content for? What do I want to make them feel? What reaction do I want to get back? I also enjoy the “quiet time” involved in thinking analytically before writing. As soon as I discovered that I could make a career out of writing strategically for brands, I did!
Has being Latina had an impact on your professional career?
This is such a broad question. Being a U.S. Latina has so much meaning behind it. One thing’s for sure, statistics show Latinas take the lead in mobile and digital technology and are increasingly seeking bilingual content. So, as a Latina, I can provide that insight when writing digital content for Hispanic women in the U.S.
What do you find most rewarding about being a writer at Captura Group?
Seeing my work come to life and the opportunity to write content for Hispanics like me is rewarding, but mostly it’s being part of an awesome team. We really pull together and build on each other’s strengths and ideas – there is great talent here from all over the world. I believe we are truly representative of the cultural makeup in the U.S. today.
How do you help clients successfully market to U.S. Hispanics?
By providing key cultural insights, and making sure clients are aware of the impact that one tiny change in wording can make, especially when marketing to Hispanics. Marketing to digital Hispanics in the U.S. means marketing to people from many different countries and cultures. It’s important to understand that one size does not fit all. Providing clients with context and reasoning behind each idea and letting them know that each phrase, each word has a purpose, helps them connect with this market successfully.
Do you have any advice for marketers or general market brands looking to reach online U.S. Hispanics? What should they look at first?
Look at the numbers! Target Latinas. They are a key entry point that can drive your sales. Speak to them authentically, though – don’t just paint a Hispanic layer over your general market executions. Really get to know your target, find a way into their heart and you will find a truly loyal consumer who ensures sustained growth.