THP 30: Vincent Cuellar

Program: Integrated Marketing Communications
Current Position: Integrated Marketing Manager, JElena Group
Hometown: Alexandria, VA
LinkedIn: Vincent Cuellar

Describe an interesting trend you see emerging in your profession and how you think it will affect the field:

Augmented (AR) and virtual reality (VR) are undoubtedly fascinating trends. The possibilities of storytelling with virtual reality is well-documented, and more and more, I see marketers and communicators identifying ways to incorporate augmented reality into a new app, or virtual reality to allow consumers to view an apartment for sale. It’s exciting, refreshing, and novel, and will have a profound effect in the IMC industry.

What are the three most important skills for someone in your profession and why?

1. Good Writing - The ability to write well is the bedrock skill for all professionals involved in the integrated marketing communications industry. By emphasizing and consciously trying to improve your writing, your world becomes clearer. Ideas are conveyed more fluidly. Stories engage and capture the proper emotion of your target audience.

2. Real Empathy – While I believe empathy is an important skill for all working professionals to develop, for those in my industry, it is empathy that allows for us to stand out and understand others more deeply, creating a better connection with organizations and audiences.

3. Grit – There are many obstacles between idea and execution when it comes to integrated marketing communications. Those with grit are the ones who are invested in getting it right and crafting the vision to move a whole team forward. They mind the details and they get the best out of their team for an effective multi-channel message.