Claudia Monroy-Wu started an expansive career in high-tech marketing at Ericsson in 2005. She was there for four years in a number of positions before taking time off for family. Then, in 2010, she started a freelancing company working on projects for early childhood and K-12 education, financial tech, and healthcare.
“I got to explore and discover new things with marketing technology,” she said. “It was kind of my passion. I could do volunteering activities parallel to high-tech projects.”
Throughout the process, she created programs for children looking to learn Spanish, while heading up some marketing programs.
Fast-forward ten years, when Claudia started to reconsider her career aspirations. In today’s fully digital landscape, she thought: why not pivot to digital marketing?
“Thanks to COVID, there’s now the option to work fully remotely,” she explained. “So, it was like, this is my opportunity to get on this new wave of remote marketing work opportunities, but I need to get up to speed on what digital marketing means today at an enterprise level.”
Broadening her digital horizons
Claudia decided to do some research on a few different schools in the Bay Area. Along with a desire to learn, she wanted the ability to work on a pro bono project where she could put her new skills into practice, and she also aspired to work at a business-to-business (B2B) company in technology.
That’s what brought her to the Berkeley Digital Marketing Boot Camp.
“When I started with the program working on projects, it was very intense. I really appreciated that about it,” said Claudia.
Having instructed children for some time in her career, Claudia had high expectations for her own instructors at the boot camp.
Luckily, she found them to be knowledgeable and helpful resources to her transitional learning experience: “They had this program where they would support you with tutoring sessions included in the package. Every week, I was able to meet up with one and either go over homework or any questions I had to dive deep into interesting topics,” she stated.
Reaching out to build exciting partnerships
Claudia quickly got to work trying to create a strategic pro bono partnership to utilize the material she was learning. While representing the boot camp, she reached out to the Asperger/Autism Network — a nonprofit based in Massachusetts — to pitch the company on social media-focused volunteer work for the Latino community. It turned out to be a bigger deal than she imagined.
“They said, ‘If you want, we can do a bigger project,’ and I thought that was great,” she explained. “SEO was something I was very passionate about, and that conversation evolved into me pitching to the board of directors.”
She explained to the staff how the nonprofit’s competitive SEO strategy could develop, and the company took notice, resulting in a strong and continuing relationship with the Asperger/Autism Network.
Using Career Services to create exciting initiatives
From there, Claudia began making use of the Career Services team’s bi-weekly coaching sessions to reflect on what she was learning through the program and answer any of her lingering questions. Around this time, she was doing a lot of project management at her current position, and decided to go back into more enterprise work.
This led Claudia to perform some research and networking on LinkedIn to proactively figure out where to direct her boot camp experience for the next big step in her career.
“There was this opportunity to do work for a provider of workforce management and biometrics solutions in Mexico City called Ingeaa,” she said. “They told me that the role would be about 95% remote because of COVID, and that my first assignment would be to build them a website.”
Claudia accepted a role as growth marketing specialist at Ingeaa in November 2020, deciding to commute to Mexico City to work in-person once a quarter. In doing so, Claudia had realized her goal of landing a job in B2B tech; she’s been with the company ever since.
In her role, Claudia acts as something of a hybrid between marketing and sales enablement. She performs end-to-end duties along the digital marketing spectrum, and credits the boot camp powered by Trilogy Education Services, a 2U Inc. brand, with empowering her with the skills to succeed.
“The program was perfect for covering everything under the umbrella of digital marketing,” she stated.
Primed to excel
Having received a Master’s of Business Administration in Entrepreneurship from Babson College in 2016, Claudia felt she was already primed to succeed, entering the boot camp program.
“I don’t know if it’s generational, but I found some of the younger students in the program had to learn how to work together,” she explained. “Since I’m an older millennial and have a master’s degree, I felt like I didn’t have that problem.”
That doesn’t mean that she didn’t have to work hard. When she left Ericsson in 2009, Claudia received a certification in what, at the time, was referred to as “internet marketing”. She learned the basics of blogging, social media and SEO.
Of course, those fields have changed drastically in the decade since, so Claudia had to relearn a lot of the fundamentals for the modern age. “At the boot camp, I learned about Customer Journeys from today’s digital marketing standpoint,” she explained.
“I think one of the things that I was really thankful about that I learned through Trilogy was Google Ads,” she said. “I knew about Google Analytics, but I didn’t know how it worked together with Google Ads or how to go about developing a campaign until going through the program.”
Strengthening soft skills for success
Another benefit Claudia gained through Berkeley Digital Marketing Boot Camp was developing better team management skills. By attending events hosted through the boot camp, such as tech talks with Facebook and a UX-focused presentation, Claudia was able to better understand how to manage work with other team members who all have competing priorities in order to hit mutual goals. It would come in handy in her hybrid sales-marketing role at Ingeaa.
One result of her bootcamp experience? A visually pleasing, marketing-friendly portfolio site to show off her abilities — not to mention all the vital information she’s successfully integrated into her thriving digital marketing career.
“I actually won my first presentation for the best presentation deck of the entire group. The program really encouraged me to do well,” she stated.
Want to know more about the digital marketing landscape? Explore Berkeley Digital Marketing Boot Camp and find out how attending a boot camp can shape your future.