Dominguez was born in Paraguay and became a US citizen just a couple of years ago. Her multicultural and international background strengthens the marketing department’s outreach ability. She works to creatively and strategically ensure C-SPAN has a strong presence in markets around the country on a limited budget. “Despite all the high-tech methods of reaching key audiences, there’s one old school rule that still holds: There’s no replacement for an actual experience with people and/or products—those are the ones that are long-lasting and truly resonate,” she says. “It’s certainly an interesting and exciting time to be in this rapidly evolving sector in such a dynamic industry.”
What’s your best advice to someone just entering the video content/distribution industry?
First I’d say, ‘lucky you,’ and congratulate them for finding their way to the most dynamic, influential and fun business going! My best advice to someone just entering the video content/distribution industry is to go in hungry to learn about your company, the industry, and the marketplace. Continue your education by reading industry news, network – speak to key company and industry peers and leaders. Attend and participate in industry associations and events. Reaching for more background and knowledge and exposure to new people and ideas will position you for growth opportunities and increased responsibilities.
What’s been the most dramatic change in your sector of the business today vs. three years ago?
As vice president of marketing, I have seen the business of reaching the consumer and key publics change dramatically over the years. Recently, the explosion and changes in advertising across digital platforms, particularly social media and SEM, have provided a great opportunity to reach specific, targeted audiences that are more closely connected to our products or interest groups. The tools and rules of those platforms continue to change constantly, so keeping on top of those changes is very important. Despite all the high tech methods of reaching key audiences, there’s one old school rule that still holds: There’s no replacement for an actual experience with people and/or products—those are the ones that are long-lasting and truly resonate. It’s certainly an interesting and exciting time to be in this rapidly evolving sector in such a dynamic industry.
If there were a reality show based on your office, what would it be called?
“Where’s Marty now?” Because I go to a lot of meetings, but mostly because I love traveling during my off time.
