Los Angeles, September 18th, 2020

Carina Lora is not your usual digital professional. She ended up in digital almost by accident after working as a data analyst and since then she became in love with the industry, especially with eCommerce project management. Now living in Los Angeles, she works as a digital producer at Isadora Agency, changing the way brands connect with audiences in a digital world.

In an interview with TIA, Carina explained a regular day on her shoes and highlighted the importance client satisfaction has for her. She described herself fascinated with the experimentation currently happening as commerce moves online amid the pandemic and gave insights on how work under pressure, dealing with deadlines and even mistakes.

What makes the city where you live amazing?

I live north of Los Angeles, right on the coast with easy access (and minimal traffic!) to the city. L.A. has distinct energy–it’s culturally diverse with fantastic art museums and an endless supply of live music.

L.A., and the West Coast generally, feel more laid back than my native East Coast. Geographically, it’s the best of both worlds. I see the ocean and the mountains every day, I get to watch the sunset over the Pacific Ocean every day. I’m quite lucky to live here.

Can you please describe your career-path before arriving at Isadora?

Like many people in digital, I’m self-taught and ended up in this industry almost by accident. I worked as a data analyst right out of university, where the work was interesting but dry. Creative fields seemed more fulfilling, so I looked for small opportunities to develop crossover skills in that role before transitioning into digital marketing.

I took an entry-level social media and email marketing position, then pivoted to specialize in eCommerce project management. I love that I’ve found a role where I’m able to use the analytical and creative parts of my mind simultaneously. The digital space is too dynamic to ever feel boring.

How do you organize and prioritize your workload?

Since moving to remote work, I usually wake up around 6:00 and am working by 7:30. I allocate my first hour to run through status checks on open projects and then establish priorities for the day . Once I have a clear agenda for my day, I make a quick breakfast before diving into internal team meetings and client calls. I walk my dog around lunch hour then focus my afternoon on internal work and planning.

My role is project management first and foremost; first and last tasks are anything necessary to keep other people moving. If I have a deadline coming up, I like to set aside time in the afternoon and early evening to meditate for a bit, then settle into focused, deep work until I reach a natural stopping point.

What metrics do you track on a daily basis? How do you evaluate results?

Client satisfaction is always the first thing on my mind. It’s everything: do they have a clear understanding of what we’re working on and our progress? Are our priorities are aligned? Is there anything my team can do to help them feel supported? Usually this means reviewing my own action items to ensure I’ve prioritized tasks that keep our creatives and developers moving forward. If I have few or no tasks with waiting dependencies, that’s my signal things are on track.

To which market trends are you focusing on? What upcoming initiatives do you find particularly exciting?

I’m fascinated by the experimentation currently popping up as commerce moves online (even more so in the past 6 months) and integrates with social media. Brands are building connected communities, allowing them to explore alternative business models, and encouraging them to establish a bold, clear personality to help connect with users.

Can you name a challenge your team is currently facing?

We’re focused on building long term solutions so we have to put a lot more thought into early research and strategy to ensure each client’s near-ish term digital plans will work with their broader goals. This industry is still young and changing rapidly, so we dedicate a lot of time and resources to designing functional and adaptable solutions.

Please share one of the agency’s most recent projects you worked at that makes you really proud

We recently wrapped a UX Design System project with Kelly Blue Book, a legacy auto industry brand. They’re an awesome partner and we’re really proud of the final product. Our team created a system of design elements to help them present a more thoughtful, unified, and user-focused marketing ecosystem than ever before.

What are some common misconceptions from brands and communications professionals when it comes to working with social media?

I don’t use social media much anymore, but I do notice organizations that post consistently without any clear message or connecting thread. Posting random content isn’t a strategy. There’s enough fresh, targeted, and engaging content out there that uninspired or incoherent messaging feels like clutter.

How can you focus on problem-solving when working under pressure?

I write a lot of lists. Outlining everything each day helps me evaluate priorities quickly, then address them from easiest to most complex. I find that keeping big problems in mind while working on the smaller ones helps me subconsciously chip away at them, so the big problem is well-defined and less intimidating when I turn my focus there.

What’s the best piece of advice you’ve ever received?

My father often told me perspective is everything. Small wins are still wins – big wins don’t happen in a vacuum. This advice was as much about a positive attitude as it was about work ethic. When you seek out opportunities for gratitude, they materialize.

Can you name a fun fact that people would be surprised to learn about you?

I was in a Superbowl commercial!

Do you have a playlist that helps you get inspired?

This is my working playlist, mostly low-to-mid- energy indie mixed with some electro-folk and classic rock.

Thanks Carina!

Learn more about Isadora Agency

Follow Carina Lora on social media:
LinkedIn

Follow Isadora Agency on social media:
Facebook
Twitter
Instagram
LinkedIn

Carina Loradigital productionIsadora AgencyProducerProject Management