How would you describe your job, and specifically what you do at Aurora Agency?
I am an account executive at Aurora Agency, a creative experience agency specialising in gaming, entertainment and technology. We cover the full customer experience holistically, looking at all touch points – with a strong emphasis on digital spaces and immersive experiences.

My heart is in digital activations across evolving platforms, so brands and their communities can explore new technologies. I manage the relationship with our clients and ensure that all projects are delivered based on clients’ timelines and goals.

The beauty of working in a start-up so early in your career is that you are involved with different departments all the time. My main tasks focus on account management, content strategy, planning, production and distribution. So a normal day can either go from researching new trends in the space and analysing how they fit into our clients’ values to activating an immersive project.

What kind of skills are needed to do your role? And would you say you need any specific training to do what you do?
The main three I would mention are resilience, proactiveness and entrepreneurship. I believe that an ‘it’s also my business’ type of mentality goes a long way. Managers and founders appreciate employees that live and breathe company values and have the best interests of the team at heart. That’s why it is so important to be proactive – raise your hand when you need support... that’s the best way to learn! But most importantly, you need to be able to get back on your feet and be able to present solutions and not problems.

What recent project or piece of work at Aurora are you most proud of?
We are currently working on creating the biggest flash mob ever – embracing the power of digital and erasing physical barriers. Using technology and music as driving forces to connect with people all over, we are inviting everyone across the world to dance, mime or sing [The Beatles’ song] With A Little Help From My Friends (below).

Liverpool is hosting Eurovision 2023 for Ukraine, who have been sadly consumed by war. As the eyes of the world are on Eurovision, we wanted to create a meaningful moment to show our support and love for Ukraine, all through the power of song. We are collaborating with incredible international artists, choirs, orchestras and people who are passionate about music and supporting Ukraine – with our partners National Museums of Liverpool, Ukraine Ministry of Culture, War Child, Hoshva PR and Digital and [Ukraininan] President Zelensky’s United24 fundraising platform.

Last year, I worked on an emotive and purposeful campaign centred around a film full of beautiful storytelling (above). The campaign connected Everton Football Club, construction firm Laing O’Rourke, The Learning Foundry and the community with a message of positivity and regional pride while bridging the past, present and future.

Through The Learning Foundry, Laing O’Rourke offered 20 apprenticeships in steelwork, working on the new Everton Football Club stadium – an exceptional opportunity for young people in Merseyside.

The campaign galvanised our target audiences by drawing on the community and cultural narrative, with a bold call to be a part of creating history that will last for generations. We contacted key Everton personalities and Liverpudlians to be the stars of the film through a call-out on social media, reaching over 100,000 impressions during the first two live days.

Another project I am really proud of involves my cultural background and facing adversity. I come from a mixed background, my mum’s family is from Mexico and my dad is from Japan so I volunteered at Vibra Joven – a Japanese descendant summer camp in Mexico – during the pandemic.

Due to the difficult situation we were facing that year, this event was supposed to be cancelled. However, I lead the adaptation of the programme to an online format. Coordinating five different departments and over 100 participants, I delivered an activity that focused on self-love and virtues which received really positive feedback. This has taught me to approach challenges with curiosity and creativity to identify unique opportunities through positive messages.

How did you land the job?
I always describe this as serendipity. I was still a student at the University of Liverpool, frantically applying for jobs. One of my last ever lectures was a guest and no other than Aurora’s CEO, Dawn Paine. I was so impressed by her presentation and trajectory that I had to follow up with some questions.

Later that day, we connected on LinkedIn to keep our conversation going and, six weeks later, I was working at the agency. It happened in such an organic way; there was no cover letter and assessments. I had genuine interest in what Aurora was and Dawn’s goals for the company. Meanwhile, she believed in my aspirations and found a link between my potential and their goals.

I think that if I were to offer any advice it would be to connect with the people from the industry that you want to be part of. Be genuinely curious, ask questions that matter to you. It will let them know how committed you are.

What was your journey like when you were first starting out? Did you find your feet quickly?
I moved to the UK back in 2017 but the journey started way beforehand.

I come from a mixed background, being originally from Mexico, but my family is from Japan so I attended a Japanese school in Mexico City. I knew I wanted to come to England and live here, but when I asked my English teacher for a reference letter, they told me I didn’t have the level to achieve something like that.

I told a few classmates and family friends as well, and the majority of comments were along the lines of: “I don’t think you can do this”. Fast forward to 2021 and I graduated with a first-class degree as well as a job offer from an international agency.

Sometimes it is easy to judge people based on their backgrounds. In fact, it’s even easier to let those opinions get in between yourself and what you are trying to achieve. But I am here to say that being from a POC background is not a disadvantage, it’s a superpower. You bring a truly unique perspective to the table, so don’t let anyone (not even yourself!) tell you that you can’t achieve your goals.

Find a support group that will be there in difficult moments and will help you grow both personally and professionally.

If you could pick three things that you’ve found useful or inspiring to your work or career, what would they be and why?
I love starting my day by doing some out-of-sector research, such as what are other companies in different spaces doing and how are they benefiting from technology. I keep a Notion board with different campaigns and why I found them interesting. I also keep a record of how immersive technology is evolving and examples of best practices.

I also activated Google Alerts for keywords on topics I'm interested in, so I can get a daily update on the latest in the industry.

Another useful thing would be to have a genuine brainstorming session with yourself. Whether it is in the shower, on a walk or having a little dance-off session. I find that letting my thoughts flow brings some of my best ideas. I keep a note on my phone titled “future ideas”, and every time I get a creative thought, I write it down.

What would you say has been your biggest challenge along the way?
I think imposter syndrome is a massive one for me. As a Mexican in the UK working in such a fast-moving industry, sometimes you can really feel like a fish out of water. I constantly have to remind myself that I have worked hard to get to where I am and I deserve all that I have accomplished.

What have been your greatest learnings with making money and supporting yourself as a creative?
Planning my spending has been a massive hack. I tend to divide my income into 40% savings, 30% essentials (rent and utilities) and 30% luxury essentials (entertainment subscriptions and gym membership). This helps me plan out my months and save up for major wish-list stuff.

How important would you say social media and self-promotion are to your work?
I’d say extremely important. We work extremely hard to achieve our goals so we should shout about them within our network.

Building a community is key to achieving success – no man is an island. Plus, I firmly believe that collaborating with people brings the best out of us.

Something that I would love to share is to not be scared of LinkedIn. It is an amazing platform to connect with people from the industry or company you want to work for. So don’t be afraid to connect and start learning from key leaders in your desired sector. However, I would highlight that a personalised invite goes a longer way than a random invitation to connect.

If you are approaching someone you don’t know, explain who you are in a short sentence why you’d like to connect with that specific person – maybe they posted something cool, or won an award – and thank them for their time.

We are social creatures and love connecting with people. However, we need to make sure that online interactions feel natural.

Have there been any courses, programmes or access schemes you would recommend to get into your sector?
I think the best way to learn is to ask questions to the ones that have the job you aspire to have – what was it like for them and how they got to where they are, for example.

I find panel discussions really insightful and one of the best places to connect with amazing people, WACL [Women in Advertising and Communications Leadership] has some amazing ones. But it might be worth also checking with your own school if they offer alumni events, as those are also a great opportunity to reconnect.

As the University of Liverpool is accredited by the Charted Institute of Marketing, I have an Associate membership with that institution. Through that, I get access to different courses and resources to upskill myself as well as mentoring programmes (WACL also offers an incredible mentoring programme – so worth checking it out!).

Another important habit is to take 15 minutes every day in the morning to read the latest news on technological or digital developments so I have a good understanding of the current landscape.

What’s the best career-related advice you’ve ever received?
“We all make mistakes, and no one is going to die if you make one.”

I used to be so scared of getting something wrong, but the reality is that no one has grown without making a few mistakes. So I just tend to follow my gut, do my very best and if that doesn’t work out, reflect on what could have been done differently, and apply it to the next situation I encounter. As long as you are learning, you are not failing.

What advice would you give someone looking to get into a similar role?
Start by asking what companies are in the space and which ones share the same values as you. See the type of work that they are creating and start connecting with people who work there. Attend any guest speaker talks where they will be presenting, or any panels and create a genuine connection.

Most importantly, remember that just like they have a potential job to offer, you also have so much to bring to the table for them.