Ask a Taboolar: “What is Taboola’s superpower?” and you’ll probably hear the answer, “the people.” After a month full of vibrant and flavorful Hispanic/Latino Heritage Month (HHM) celebrations, we’re reflecting on how that sentiment resonates in the SOMOS Taboola community and how SOMOS people make an impact through their heritage. With a core focus on inclusion and belonging and a shared emphasis on community and connectedness found in many Latino and Hispanic cultures, we celebrate SOMOS and its ability to leverage its cultural heritage as a superpower beyond HHM.
Who is SOMOS Taboola?
SOMOS Taboola is an employee-led resource group (ERG) focused on championing the message of diversity, inclusion and belonging to Latino/Hispanic Taboola and aspiring allies globally. With members in the United States, Colombia, Argentina, Brazil, Mexico and now the UK, SOMOS Taboola is constantly growing with more stories and special cultural nuances to share.
Carolina Fandiño on cafecito culture as a superpower
As in many Spanish and Latin cultures, coffee plays an important role in bringing people together. Carolina Fandiño, the publisher’s sales director, explains how this special ritual has greatly influenced the creation of relationships with clients. “In Colombia it is common to have meetings around the cafecito. Customers from other countries such as Argentina or Chile usually enjoy a delicious cafecito during a business conversation. It’s a useful way to break the ice.”
Every quarter, SOMOS Taboola hosts a cafecito (little coffee), highlighting business tips and tricks and an opportunity for members from around the world to share their cultures. With members from Brazil, Peru and Colombia to Puerto Rico and beyond, these coffee-inspired sessions bring together tabuolars from different areas and business heritages.
Mauricio Mendoza on community as a superpower
Mauricio Mendoza, Senior Graphic Designer and Head of Creative Production, shares, “Community and time together are important parts of Colombian culture. I do my best to apply this inclusiveness to my creative projects by inviting people from across the organization to participate.”
At the end of 2023, Mauricio orchestrated, designed and led a global year-end initiative, bringing together Taboolars worldwide. The production, a video lasting just under two and a half minutes, had the central message of people coming together to inspire change, one act of kindness at a time. Beyond his massive social media success, it was Mauricio’s emphasis on inclusivity and creating an impactful output of his own that encouraged people to unite and give back.
Daniela Trujillo Coronado on work ethics as a superpower
Daniela Trujillo Coronado, Advertising Account Manager, demonstrates how Taboola encourages boldness and your ability to think beyond your job description here. She emphasizes: “Two things that characterize Latino workers are their hard work and their passion. I’ve kept customers from moving by caring and supporting their business.”
Beyond her customer service, Daniela has worked alongside internal partners to create and drive efficiencies for her team. In collaboration with product management and the technology team, the group developed a unique benchmarking tool, which uses AI to find great examples of well-performing ads and headlines that account managers can share with their customers
Daniela Navarrete on the cultural connection as a superpower
Daniela Navarrete, account manager at the publisher, talks about the importance of culture and connection and how it bridges the gaps between prospects and customers, making them feel comfortable with partners who understand where they’re coming from.
“As we process the renewal of a (Venezuelan) publishing client, they expressed how having a local team makes them feel more understood because of the similarities between our cultures. Therefore, I can break down formal communication and discuss everyday things between our cultures to build our relationship.”
Whether you’re sharing moments and connecting over coffee or tapping into community and culture to fuel a new initiative or strengthen a relationship, SOMOS Taboola shows how everyone’s unique cultures are a superpower to harness.
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