Marketing Coordinator Emily Mangel helps brands reach their customers
A self-described "social butterfly" growing up, Emily Mangel has known since middle school that she wanted to be in advertising. After majoring in communications and psychology in college, she worked at a startup, where she developed her marketing skills and learned to work with clients. Today, she works for Univision Communications, where she finds creative ways for brands to reach their customers using Univision's media network.
FAST FACTS ABOUT Emily
Where she’s from: Los Angeles, California
Grew up with: mother, father, older sister and twin brother
Education: Bachelor’s degree in psychology and communications from the University of California-Santa Barbara
Where she lives now: Los Angeles, California
Growing up she wanted to be: happy and surrounded by friends and family
Now she’s: Marketing Coordinator at Univision Communications, Inc.
Tell us about yourself growing up!
I was, and still am, a pretty happy person. I was a very happy kid, I was always very creative, I loved dressing up and using my imagination, coming up with stories, and I think that hasn’t really changed too much. I’m very easy going and optimistic, and I don’t know if some of that’s reflective of the medical stuff or not, but that’s always been my personality and outlook.
My mom had chicken pox when she was pregnant and I got that in vitro, so my right foot was amputated and my left arm was underdeveloped along with some other stuff. I grew up with a lot of surgeries. I had growth hormones, but I never let that stop me from doing anything from playing sports to going away to camp.
What kind of sports did you participate in?
I did everything. I did basketball. I did t-ball. I was horrible at all of it. By the time I was done with middle school my sports career was over. I think I realized it wasn’t going anywhere, but I had fun. I think I made one basket and that was a big deal.
How did you feel about school?
Yeah, I went to smaller private schools up until high school, but I personally never had an issue with being teased or bullied, or making friends. I know I’m very fortunate in that sense, but I have never had those issues or experienced that, or maybe it’s me, but yeah, I’ve never had issues, yeah, with going to school or anything at school. I like to imagine I’m a social butterfly.
How did you feel about the academic parts of school?
I did well at school. I would be in honors. I liked school. English and creative stuff more than math. Math was never my favorite, but I was always an honor student, an AP kind of kid.
Who were some of the adults that were important in your life growing up?
My parents. My family is super close, I’m really lucky to have my dad’s side out here in southern California, so I grew up always surrounded by my aunts and uncles, and my older cousins, and so I would say my family for sure.
What drew you to those study Communications and Psychology at UC-Santa Barbara?
I always liked psychology and I knew I wanted to take classes for that. Communications was so broad that you can do the classes you want, whether it’s more advertising based, or another course. They both had a lot of overlap, in terms of pre-courses you needed for it so it was pretty easy major to get the credits I needed.
I took the intro to psych class and I knew I liked behavior stuff and the subject interested me. I wanted to take a lot of the pre-major courses for that. The good thing about a place as big as Santa Barbara is there are so many different types of classes you can take. I knew probably in middle school that I really liked advertising, so I knew I wanted to do communications because of that.
You’ve been in marketing mostly since you’ve been out of school. What are some of the types of jobs that you’ve done?
Most of my experience in my work has been on the sales or client facing side. In simple terms, let’s say, Pepsi wanted to advertise with Univision. I work in the local media portion for Los Angeles. Anything that the local Los Angeles TV station, or radio stations, or just the Univision brand in Los Angeles does, I will help the sales person come up with creative ways to integrate Pepsi into what we have in LA. What does that mean, say a TV spot, a radio ad, or integrating into one of our events? I help create the presentations and the materials for that.
What do you like about being in that sales arena?
I really like it. You’re not doing the same thing every day, because every client is different, and you get to do a mix of creative with problem solving. You’ve got to be creative in how you present the materials and your ideas. Also you’re trying to find the best vision with what you have. That’s why I really liked advertising in general.
What kind of problems are you trying to solve?
If a client wants to better reach their Hispanic audience, because it’s Univision, or they want to increase their sales and they think targeting Hispanic youth might be the way, we help them come up with ways to reach our audience to do whatever their objective is. For LA it’s obviously a huge demographic, but it’s very different working for, I think, a Spanish media company versus probably a general media company.
Do you have to have a background in the Spanish language to work at Univision?
It’s really preferred probably just because if you speak the language then you probably know the culture, but I don’t actually know Spanish. I’m usually doing everything in English. If they send over their radio commercial I can’t understand the radio commercial. I’ll have to go to somebody else to tell me what it says.
I collaborate with sales the most because I’m within sales, but I’m working with TV production, the promotion side, the event side because there’s always sales. Sales is where the profit comes with, so we work with all the departments to come up with sales solutions for the clients.
Who are some of the people that you collaborate with within Univision?
The good thing about working in LA is it’s one of the biggest markets for Univision, and so there’s a lot of departments here. I collaborate with sales the most because I’m within sales, but I’m working with TV production, the promotion side, the event side because there’s always sales. Sales is where the profit comes with, so we work with all the departments to come up with sales solutions for the clients. There might be a new program coming to local TV and so we work on how to create sales integrations within that. It’s never a boring day at Univision.
There’s always new and different programs coming, there are different events that we do, and there’s always ways to make Los Angeles extensions to whatever maybe Univision corporate, or the brand, is doing.
What is something you really like about your work?
The culture at Univision is amazing. There definitely is some culture shock as somebody who’s not Hispanic or knows the culture. I definitely had to learn some stuff, but it’s super close. Everybody’s super nice and I think that’s one of the best things about working there. I have a lot of friends there. I love it.
Where were you working before Univision?
Briabe Mobile was this small, maybe 10 to 15 person, mobile startup, and that’s really where I learned most of what I bring to Univision at that job. I was hired as a marketing assistant, and then because it’s a startup you work on everything. I really learned the client facing side at Briabe Mobile. It was a big change going from that to Univision.
I really had good female mentorship at Briabe, which I will forever be grateful for, just smart women who were willing to work, and teach you, and encourage you. I think it makes a world of difference.
What fills your time when you’re not working?
I watch a lot of TV. To me, when I come home, I use TV for sure as my de-stressor. I get that, I’m sure, from my father. I definitely am more the type to relax at home than to go to happy hour, but every so often, yeah, I’ll go to happy hour with my co-workers or we’ll do something, but I would say I more stay at home than go out.
For somebody coming out of college experience everything if you can.
What advice would you give someone who wants to be in marketing and do the kind of work you do?
For somebody coming out of college I think experience everything if you can. I think I learned this, not the hard way, but if you know where you want to go it doesn’t hurt to get either a summer internship when you’re in college to get some of that experience, or take a summer class about design or something. I had a brief period where I wanted to go into TV to maybe do development, or something. It was one of those things if I wanted to have done that, I should’ve done three internships during college. I was like, “Well, I guess that ship sailed, so I’ll come back to advertising,” which worked out in the end. I’m very happy, but I think experience is the biggest thing coming into the workforce, which is awkward since nobody has really the experience. It’s sort of a double-edged sword.
I think being at the startup really helped me because I was able to soak up a lot from all the different departments. I’m the type of person who likes to learn even if it’s not my job, and I think that is always something I encourage other people to do. I think if you’re willing to help go beyond your duties you will learn stuff that you can take with you no matter what.
Did you do any internships during college or after college?
I did after college. I think in retrospect I should’ve done more, but definitely I did that out of college and then it was sort of like, “Okay, Emily you’ve got to get a job.” So I took the job at Briabe and then luckily it worked out for a good path. I knew I wanted to do more design so after Briabe I would work one-on-one with the graphic designer to learn some Photoshop techniques. That, I think, I would encourage.
Is there a design element to what you’re doing now, or is that something you want to do more of here?
Yes and no. Yes, in the sense that if a manager sees that you have that skill it’s a plus. It’s easier to maybe make something look cooler in a presentation if you have that skill, but it’s not needed. I think just the more somebody has in their arsenal the better it is.
Putting the logos in some cool picture with Photoshop looks better, because you can only do so much in PowerPoint.
Are there any other skills like that you wouldn’t think of as being important but have been valuable for you?
On paper my role is marketing coordinator and the job description is basically helping sales stuff with marketing materials. Once you’re in your job, what it says on paper is never really what you do. I help with some of the business analytics getting data and creating reports and special tables to help for a prospect and forecast for the future. I will help manage certain sales aspects for a station with a calendar. It’s little stuff that you don’t necessarily think, but I’ll use Excel and that kind of stuff more than I ever thought I would coming into it.
Coming into Univision I knew some [Excel skills] but now I do pivot tables and crazy formulas and it’s a great skill to have to be able to say, ‘Okay, I do analytics,’ and can help understand some of that role.
We are very lucky we have very nice people willing to sit down with you and teach you. I think it’s a very learning friendly environment if they can find the time. Everybody’s super swamped, but I feel I can approach anybody to be like, “Hey, if you ever have time do you think you can teach me this,” and they’ll say yes. So somebody who might be an assistant who wants to learn research can start working with them and learning that, and so if there’s a position open they can learn and apply.
For me it was always never about, “Oh, I can imagine myself doing x, y, z.” I just wanted to be happy and surrounded by friends and family.
How did you picture life as an adult when you were a teenager and how does your life now compare to that?
For me it was always never about, “Oh, I can imagine myself doing x, y, z.” I just wanted to be happy and surrounded by friends and family. I think I’m still doing a pretty good job of that. Did I imagine I’d be working at a Spanish media station? No, but I’m happy. I think it’s worked out for the best. No complaints in my life.
This interview has been edited and condensed.
Check out books Emily loves!