Adriana Rubio
Read along for a Q&A with PR alumna, Adriana Rubio.
Please introduce yourself! Tell us a little about yourself and your professional background.
My name is Adriana Rubio and I am an associate CMO at Kalungi. Kalungi helps B2B software and startup companies kickstart their marketing function.
In my last semester at CSUN, I interned at ITB Worldwide, which is a part of entertainment PR company Rogers & Cowan. I interned in the fashion department as a showroom coordinator from April 2019 to mid June of 2020. We worked on events and represented fashion designers, so when COVID-19 hit these industries stopped and almost our entire department was let go. I saw that coming, so I was already applying to new jobs. I wanted to move into a more stable, different and challenging industry, as well as work remotely. I applied for tech jobs and got a position at Kalungi. I started with them almost immediately in June 2020. I love the startup culture and energy because you get to wear so many different hats. You learn quickly, you grow quickly. I get to work with different companies in different industries which is all exciting.
Why did you decide to study PR at CSUN?
When I started at CSUN, I majored in journalism and was going to specialize in print media. I quickly realized that medium was not something I was as passionate about as I needed to be to pursue a career in it. I loved the idea of what journalism was forty years ago or something. So I decided that wasn't for me and moved into magazine journalism because I really loved fashion and always dreamt of working for a company like Vogue. The more I learned about that industry, I figured that it wasn’t for me. I don't recall how or why but I took a PR class and I liked it and it sounded cool, so I switched my major to PR.
What is the most enjoyable part of your job?
Because I come from a PR background, I love brands and branding. My favorite part about marketing is the branding aspect. I love doing rebrands and working with companies to figure out company names, logos, the brand style guide and creating a website from scratch with the branding logo you created. That to me is really exciting and fun.
What is the toughest part of your job?
The toughest part of my job is working with clients. Any work that is client facing is difficult, as every client has their own unique set of needs and some are more demanding than others. Constantly having to defend my position as a marketer to our clients, who are not marketers but are trying to push back on what we are trying to do, is always the hardest part and there is usually a lot of compromise involved. As a marketer, I want my creative freedom but I also have to make sure my clients are happy.
If you could give your past self any advice, what would it be?
Be flexible and don’t be a one trick pony. Learn different disciplines and make sure you know a little bit of everything to get you through. Don’t restrict yourself to one industry.
If the pandemic has taught us anything, it’s that something could happen and your job might not be necessary anymore; so, only having experience in one industry is going to make it tough for you to easily pivot. Be self-sufficient and stay on top of new trends. Be tech savvy and quick on your feet, open-minded, never hold onto anything you learn and be okay with change as PR, journalism and marketing are changing all the time.
How would you describe your typical day?
Chaotic. No day is the same and I never know what is going to happen that day. Marketing is not your regular nine to five job where you complete the same tasks over and over every day. Every day is a surprise.
Do you have any advice for students graduating within the next couple of months?
Be flexible, be smart, and don't be afraid to take on smaller roles at a company because you can grow quickly. You never know what’s on the other side, so humble yourself and go for lower roles.If you do a good job at any company, you should grow and if you're not growing, then maybe you should move to another company.
For further insight, feel free to reach out via: