Inside Modern Marketing:
A Conversation with Tatiana Caro Escobar
“The number one mistake I see is that businesses don’t have a marketing strategy. They focus on everything else and forget that marketing is the most important part.”
Tatiana Caro Escobar
Co-Founder, VP at Lovos Media
Marketing today is no longer just about creativity — it is about adaptability, strategy, and the ability to evolve with a constantly changing digital landscape.
In this interview, I had the opportunity to speak with Tatiana Caro Escobar, Co-Founder of Lobos Media, who brings over 20 years of experience in branding, visual identity, and digital content creation. Her journey from graphic design to leading a digital media company reflects how marketing roles have expanded beyond a single skill set into a combination of creativity, strategy, and technical knowledge.
Throughout our conversation, Tatiana shares her perspective on how the industry has evolved, the importance of building a strong visual presence, and the common mistakes businesses make when they overlook marketing from the start. She also provides valuable insights into how creativity and data work together, and why continuous learning is essential for anyone in the field today.
Listen to the Full Interview
Full Interview Transcript
Laura:
Hi Tatiana, how are you? Thank you so much again for taking the time to speak with me today.
Tatiana:
Hi, how are you?
Laura:
I’m really good, thank you for asking. I’m currently completing my Master’s in Marketing while also building my platform, The Creative Crew USA. I’m really excited to learn more about your experience and your perspective in marketing, especially around digital growth and brand development.
Before we start, I just want to confirm that it’s okay to record this conversation since I’ll be featuring it on my website.
Tatiana:
Yes.
Laura:
Perfect, thank you. I’d love to start by learning a little bit more about your background and how you got into marketing. Can you tell me about that?
Tatiana:
Originally, I did graphic design in high school. There was a program there, so that’s where I got into that world. After I graduated, I started working for a printing company, and a couple of years down the line, I became partners in that business.
I was in the sign and printing industry for almost 20 years. From there, it was all about branding businesses with signage—flyers, storefronts, wraps. So I handled the visual aspect of businesses.
Laura:
And when you first got into graphic design, what do you think initially attracted you to the field?
Tatiana:
For me, it’s the creative part. Initially, and still today, that’s what keeps me in this field. Without that, I probably wouldn’t be involved in it. It’s definitely the creative and artistic side that I love the most.
Laura:
Based on your experience, how do you think digital marketing has evolved over the past few years, especially for growing businesses?
Tatiana:
It’s grown drastically. A lot of graphic designers had to evolve with the industry. Nowadays, graphic design alone isn’t enough. You need graphic design, social media knowledge, website design—it all goes together.
Before, you could just be a graphic designer. Now, you have to be everything—sometimes even a social media manager, photographer, or videographer. That’s what happened with me. I evolved into digital media, and now I focus on photography and videography for businesses.
Laura:
Do you think AI and new technology have been one of the biggest factors in that change?
Tatiana:
People see AI as a negative, but I see it as a tool. It does a lot, but it’s not perfect. You can use tools like ChatGPT to generate ideas, but the results aren’t always accurate.
I use it more as a starting point—for inspiration or direction—not as a final product. It’s a tool everyone should be using, but not relying on completely.
Laura:
Can you tell me a little bit about your company and how it started?
Tatiana:
Of course. I had a print shop for 20 years, and I’ve known my partner, Luis, for about 15 years. He also had a print shop and would come to me for printing services.
When I decided to sell my business, he encouraged me to move into digital media. I started helping him with clients, and eventually, we decided to partner together. That’s how Lobos Media was created, and now we focus on content creation for businesses full-time.
Laura:
When you work with a brand, how do you decide what marketing strategies to prioritize?
Tatiana:
For us, it always starts visually. That’s our main strength. We begin with the logo, the website, and the social media aesthetic.
From there, we build based on the business’s niche and what makes them different. Our goal is to reflect that uniqueness in everything we create.
Laura:
Can you share an example of a strategy that worked particularly well?
Tatiana:
Recently, we worked with the Miami Fair. It was a 21-day project where we captured content daily.
Our strategy was to focus on happy moments—families, couples, food, rides, excitement. We highlighted what people love most about the fair.
It worked very well because they didn’t previously have a strong visual identity, even after 74 years. We helped transform their image into something more appealing and engaging.
Laura:
What are some common mistakes you see businesses make in their marketing?
Tatiana:
The number one mistake I see is that businesses don’t have a marketing strategy. They open without even having a logo or branding in place.
They focus on everything else and forget that marketing is the most important part.
Laura:
How do you approach creating content that is both engaging and aligned with a brand’s identity?
Tatiana:
It depends on creativity. You need to understand trends and adapt them to the brand’s identity—colors, messaging, and style.
Everything should feel consistent and visually appealing. If you just follow trends without structure, the brand loses its identity.
Laura:
Do you also use data and analytics in your strategy?
Tatiana:
Yes. If we manage a client’s social media, we use analytics tools monthly. We analyze data from Instagram, Facebook, and TikTok to plan future content.
Laura:
What metrics do you focus on to measure success?
Tatiana:
Engagement is key—views, shares, reposts, and how long people watch a video.
What matters now is retention—whether people stay and watch the full content.
Laura:
How do you balance data with creativity?
Tatiana:
Data shows what works and what doesn’t. If something performs well, I analyze it and try to replicate it.
You don’t always need to reinvent everything—you can learn from what already works.
Laura:
Finally, what advice would you give to someone starting a career in marketing?
Tatiana:
Never stop learning. I’ve been doing this since I was 19, and I’m still constantly learning.
Marketing evolves quickly, especially with technology and social media. You have to keep up.
Also, understanding data—especially platforms like Meta Ads—can make you very valuable because you can turn creativity into real results.
Laura:
Thank you so much, Tatiana. This has been incredibly insightful. I really appreciate your time and everything you shared today.
I’ll be putting everything together and will share the final version with you before publishing.
This conversation highlights how marketing is no longer limited to one specific role or skill, but instead requires a balance between creativity, strategy, and data-driven decision making. As Tatiana emphasized, the professionals who succeed in this field are those who remain adaptable and committed to continuous learning.
From building strong visual identities to understanding audience engagement and analytics, her insights reinforce the importance of approaching marketing with both creativity and intention. Ultimately, this interview serves as a reminder that in today’s fast-paced digital environment, staying relevant means constantly evolving alongside the industry.