Adriana Salazar Nunez, Marketing Strategist and Brand Ambassador for the CMA, shares her insights on humility, prioritizing your brand, building trust, embracing diversity, and adapting to change.
Fresh out of culinary school, where I received my Diploma in Gastronomy and Culinary Arts from Le Cordon Bleu, my marketing journey began in the kitchen of a major hotel chain. When an opportunity arose to participate in events, I gained my first exposure to marketing from the business side. Afterwards, I decided to pursue a bachelor’s degree in business administration, majoring in marketing at San Ignacio de Loyola University.
After graduation, I found a job posting for a Business Analyst position at The Coca-Cola Company bottler. Despite not meeting all the job requirements, I applied, and, to my amazement, I got the job. I enrolled in private Excel and data analysis lessons to prepare. I succeeded thanks to the guidance of my manager and mentor. I transitioned to different positions within the marketing department, including roles such as On-Premises Analyst and Trade Marketing Analyst. I finally landed the Brand Manager and Development Specialist for Emerging Beverages role, where I managed globally recognized brands like Powerade and Monster Energy, among others.
On my marketing journey, the following factors helped me earn my managers’ trust and the freedom to show what could do:
The pivotal moment that impacted both my career and my mindset was when I transitioned into a new role as a Trade Marketing Analyst. I had to manage budgets totalling millions of dollars and make decisions that had nationwide implications for over 200,000 clients. I was overwhelmed, my fears and stress affected my productivity, and I spent too much time on decisions. My lack of self-confidence was evident, even in how I presented my ideas.
During a one-on-one meeting, my boss told me something I will never forget: “The only issue I see here is that you don’t allow yourself to recognize your potential.” Those words completely blew my mind. It was a pivotal moment that provided a tremendous boost of motivation. I began working with an entirely new perspective. While imposter syndrome might return occasionally, I’m committed to following my instincts and maintaining a positive attitude.
To add value to my career, I took a leap of faith, relocated to a different part of the world and enrolled in two postgraduate marketing programs. The insights I’ve gained include:
My greatest pride comes from the fact that I’ve embraced, explored and seized opportunities when they’ve presented themselves. I see the value in putting myself out there and chasing my ambitions, as well as overcoming my insecurities, and any negative self-doubt. I’ve learned to reflect on my proudest moments and visualize what I want in the future. Embrace new challenges and opportunities with confidence, knowing that even in the face of adversity, you are building a path to personal and professional growth. Remember, the most challenging moments can provide the greatest lessons.
"I love that marketing doesn't force me to pick a lane. I get to be the analytical one who figures out the strategy, but I also get to be the creative one who brings it to life. It's that constant back-and-forth between the two that makes the work actually feel like me." – Sakina, CMA Intern
One piece of advice that stuck with me was to stop waiting until I felt 'fully ready' before taking opportunities. A lot of growth comes from putting yourself in environments that challenge you, even if you're still learning. I've learned that experience builds confidence.
While scouring social media sites, job postings and your favourite companies searching for opportunities to get your foot in the door, you kept seeing one constant – required experience. That's something you just don't have. You're trying but you can't seem to get your foot in the door. Either you get no response or the response is that they've decided not to move forward with your application. That sucks.
