Social Media Week by ADWEEK

Day 1 at Social Media Week by ADWEEK — kicked off with insights you won’t hear at other marketing conferences, and that’s exactly why they work.

Everyone talks about being genuine, but let’s be honest: being genuine takes guts. It means showing up, posting, reacting, building a real voice — and that only happens if you have the right team and the courage to actually do it.

So let me share some amazing takeaways that every marketer should consider for their socials: 

Cyntia Leo (Urban Outfitters) set the tone: In a world where your audience decides in 7 seconds, agility is everything. 

✅ Reactive content can't wait for approvals.

✅ Iteration isn’t a phase — it’s a mindset.

The Empire State Realty Trust team (Abigail Rickards & Tyler O'Day) showed how they’ve brought a 94-year-old global icon to life on social — giving it a bold and culturally relevant personality that resonates both with locals and with millions of international visitors every year. I loved how fast they move on socials and how they make a skyscraper feel so human.

Kelly Amatangelo from Mondelēz International also shared that If users only need a few seconds to decide whether they like a piece of content — why should brands take more time to approve it? — Again agility isn’t optional, it’s the only way to stay relevant.

Also — fashion moment 💅🏼 I got interviewed by OOTD.com for my outfit — Special shoutout to my team who’s always on top of these details Anggie Salazar and CROING l Creative Agency team 

Happy to have met Jonathan Kolozsvary Andrea Port Sarah Shaker Dylan Kavanagh Danielle Ito Anya Schulman (she/her)

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“With everything happening around immigration, do you think brands have a role in acknowledging, addressing, or at least entertaining a community that is being hurt?” — That was the last question I asked and the one I most wanted to ask — Day 2 leading this amazing panel at #SocialMediaWeek by ADWEEK with CROING l Creative Agency and ADCOLOR Conference and Awards.

I'm proud to have led a panel that brought this conversation to the forefront, alongside Irsis Cabral, Miguel Lopez-Ixta, and Elizabeth G. from the ADCOLOR Conference and Awards Latino community, diving into a topic we deeply care about: how we, as Latinos, are shaping brand engagement with our community — especially on socials.

I felt inspired to see so many brand marketers leaning in, curious, and ready to take action. The number of people who came up to me afterward to say “thank you for making this real and actionable” was incredibly moving.

Thank you Amanda Sickler, Daisha Roberts, and the ADWEEK team for inviting me and to my dear CROING l Creative Agency team, thank you for always having my back.

Sweet Melenie Becerra it was so lovely seeing you in the audience, as well as Susana Salazar, Aminta Iriarte, Daniel Schloss

A special shoutout to our client from the IDT Corporation family #BossMoney — Jessica Poverene & Michelle Rendo — who were also there in the room — with them, we’re not just speaking to the Latino community; we’re building for it, with it, and from it.