Ninfa Cabello, SVP, Principal Consultant @ Madrivo.com
Ninfa Cabello
MADRIVO.COM/SERVICES 702-487-7999 X 1013
Ninfa@Madrivo.com
https://www.linkedin.com/in/ninfa/
Let’s give a warm welcome to the incredible Ninfa Cabello, SVP, Principal Consultant at Madrivo for over a decade and now AFFY Award Nominee 2023 for Professional Of The Year! You are a true powerhouse in the industry with expertise spanning digital agency leadership, brand awareness, email marketing, social marketing, and affiliate marketing. How did you get into this space?
My journey into the world of digital marketing was driven by a mix of curiosity and a strong desire to innovate in a field that's always changing. I started off in a role that focused on building brand awareness and connecting with customers, and it turned out to be a great way to gain a solid understanding of different marketing channels. My main focus was translating the landers that pubs would send us from English to Spanish. I learned a lot about ad copy, and how powerful the Hispanic market was, and the untapped potential there.
As I progressed in my career, I realized just how crucial it is to blend technology and marketing seamlessly. This led me to specialize in crafting digital marketing strategies that cover everything from the ins and outs of email marketing to the ever-evolving worlds of social media and affiliate marketing. It's been an exciting journey of constant learning, adapting, and embracing the dynamic nature of digital marketing. I've consistently upgraded my skills through certifications, mentorship, and real-world applications, ensuring I remain at the forefront of industry advancements. For business owners and marketing leaders, I advise never to stop learning and always embrace change as a pathway to innovation. The sooner we fail, the sooner we will discover the right answer. On a daily basis I fail and say to myself, well, that's another way of not doing this!
Could you provide an overview of Madrivo and its core mission in the digital marketing landscape?
Madrivo is an integrated online marketing agency that is committed to bridging the gap between advertisers and consumers through a multi-channel approach. Our core mission is creating authentic, value-driven experiences for brands and their target audiences. We specialize in email, affiliate, and social marketing, among other channels.
The core philosophy of Madrivo is to apply data-driven strategies to optimize ROI for our clients while maintaining a keen focus on consumer experience. To substantiate the efficacy of our approach, we've been recognized with numerous industry awards and have generated millions in revenue for our clients in the last year alone. For businesses looking to navigate the complex digital landscape, Madrivo offers a one-stop, efficient, and effective solution.
Looking to the future, what exciting developments or initiatives can we expect from Madrivo that will further contribute to its position as a leader in digital marketing and affiliate marketing?
As the digital marketing landscape evolves, so does Madrivo. We're in the process of launching several groundbreaking initiatives aimed at deepening our footprint in the industry. One such initiative is the integration of Artificial Intelligence in our marketing analytics to offer real-time insights and predictive modeling.
Additionally, we are expanding our service offerings to include conversational marketing through chatbots and voice search optimization. Another key focus area is enhancing the sustainability and ethical dimensions of digital marketing, responding to the increasing consumer demand for responsible business practices. These initiatives fortify our position as digital and affiliate marketing leaders while providing unparalleled value to our clients.
Affiliate marketing is known for its dynamic nature. How does Madrivo adapt to the always and quikly changing landscape and ensure its strategies remain effective?
You know, affiliate marketing is like a thrilling rollercoaster ride – it's exciting, but it can also be quite challenging. Here at Madrivo, we've made it our mission to embrace this dynamism with open arms.
We've actually built a culture around constant improvement and staying nimble. We're like those puzzle-solving champions who believe that every problem out there has a solution, and we're out to find it. We pride ourselves on being “figure-outers”, it’s actually one of Madrivo’s core values. To keep things fresh and effective, we do quarterly audits of our marketing strategies. We're big fans of A/B testing – it's like our secret sauce to figure out what really works best.
Plus, we're not in this alone. We've got an awesome network of publishers and industry experts that we keep in close touch with. It's like having a bunch of friends who always know what's happening in the latest trends and tech. So we stay on it, and we just keep learning!
In your roles, you've emphasized strategic growth. Could you provide insights into your approach to developing and executing growth strategies?
Strategic growth isn't just about getting bigger; it's about growing smarter. It's all about expanding in a way that fits perfectly with a company's values and goals.
So, here's how I approach crafting growth strategies: I start by really getting to know the market inside out. At Madrivo, we're like detectives, studying our competitors, digging deep into how consumers behave, and keeping our eyes peeled for new trends.
Then, we dive into the world of data analytics. This isn't about guessing; it's about using hard numbers to make our decisions. That way, we know we're on the right track.
And when it's time to put the plan into action, it's not a one-and-done deal. Nope, it's a continuous cycle of trying things out, measuring the results, and making improvements based on what we learn.
Now, speaking from personal experience, I've seen this approach work wonders. But the big lesson here, especially for leaders, is to find that sweet spot between being nimble and having a long-term vision. You need a bit of both to cook up a recipe for sustainable growth that's just right.
Your partnership with the wonderful women’s marketing professionals group LinkUnite is notable and impressive. Could you share more about Madrivo's involvement and the impact of mentorship?
Certainly! Madrivo's collaboration with LinkUnite is a pivotal element of our overarching strategy to elevate the digital marketing industry. We sponsor two LinkUnite meetups yearly, providing a robust platform for intellectual exchange and professional networking.
Beyond these meetups, we've recently extended our commitment to include a targeted mentorship program, an initiative that both Jian Arceo and I are enthusiastic about participating in as mentors. Our focus within this program is guiding young women who have already made contributions to the field.
This commitment to mentorship is more than just a company initiative; it embodies Madrivo's core mission to nurture and empower the next generation of female talent in digital marketing. Through mentorship, we can share accrued wisdom, offer actionable insights, and provide the kind of support that can help young professionals avoid common pitfalls.
In essence, our involvement in mentorship is a dual privilege and responsibility—one that aligns perfectly with our mission to create a culture of growth and collaborative achievement within the industry.
Could you tell us more about the exclusive webinar you hosted at Madrivo, discussing long-term revenue strategies in the context of debt consolidation?
The webinar we hosted at Madrivo was a special event dedicated to exploring long-term revenue strategies, with a specific focus on the intricate world of debt consolidation. During this engaging session, we dove deep into various aspects, including data-driven approaches, the importance of adhering to regulatory guidelines, and understanding consumer behavior patterns.
Our goal with this webinar was not just to share insights but also to foster a sense of thought leadership within our industry. At Madrivo, we don't just see ourselves as service providers; we strive to be true partners in our clients' growth journeys. It's about finding that perfect spot where both advertisers and publishers can flourish. Hosting webinars like this is one of the ways we extend our commitment to adding value to all our partners. We're here to facilitate growth and success for everyone involved.
What is something personal or fun people may not know about you?
Here's a personal and perhaps surprising tidbit about me: I have an intense fear of sharks, which might sound contradictory because I'm a huge fan of water sports and thoroughly enjoy being in the water. It's an odd mix, I know.
Professionally, one of my less obvious but highly valued skills is the ability to simplify intricate situations. Whether it's a complex project or a multi-faceted problem, I have honed the skill of breaking these down into manageable, understandable components.
This capability is not just beneficial for me, but it's a facilitator for team dynamics, ensuring clear communication and alignment within the broader objectives of any given project. So, whether it's facing my fear of sharks or breaking down complex tasks, I'm always up for a challenge!
Ninfa’s adorable puppies Coco, Bella, and Luna, highly preferred over sharks lol!
What excites you about the legendary Affiliate Ball? Do you have a favorite one and why? How does it benefit you and your company?
The Affiliate Ball is more than just an event; it celebrates the industry's dynamism, innovation, and community. What excites me most is the diverse talents and ideas it brings together. It’s so hard to pick a favorite. I don’t know if I like Nelly more or Busta? They both were amazing performers. I would love to meet with them in person next time, so if you ever bring them back, can I just get 2 mins for a picture?
Events like these are invaluable for Madrivo, not just for brand visibility but also for deepening industry relationships and forging new partnerships. People’s guards are down, and you get to really know a person. I love attending!
What type of people or businesses should reach out to you?
Nationwide businesses seeking to navigate the complexities of the digital marketing landscape would benefit the most from our expertise. Specifically, if you are looking to optimize ROI through a multi-channel approach that includes email, social, and affiliate marketing, Madrivo would be an ideal partner. We are here to help brands connect with consumers.
Your journey in the digital marketing landscape and your impactful role at Madrivo is truly inspiring. As a successful woman navigating the dynamic world of digital marketing, what's a personal experience or lesson that you've encountered along the way that has not only shaped your professional journey but also contributed to your growth as a woman in this industry? Your insights would surely resonate with many aspiring women in digital marketing who look up to your accomplishments.
Thank you so much for your warm words. As I look back on my journey through the dynamic world of digital marketing, there are some key lessons that have really shaped my path, both professionally and as a woman in this industry.
First and foremost, I've come to truly appreciate the incredible power of authentic, personal relationships. When you genuinely care about the success and well-being of others, without expecting an immediate return, it sets the stage for trust, mutual growth, and some amazing collaborations.
Another big lesson is the importance of building and maintaining long-lasting relationships without ever burning bridges. Our careers can take unexpected turns, and the person you're working with today might be your partner or even your boss tomorrow. So, I've made it a priority to nurture relationships grounded in humility and mutual respect
I've also learned the incredible value of active listening. In a world where speaking up often takes center stage, I've disciplined myself to listen actively, ask thoughtful questions, and seek wisdom from those willing to share their insights. You'd be surprised at the gold people are willing to share when you open yourself up to those moments.
And let's not forget the art of navigating the diverse array of personalities in our industry. This journey has taught me the importance of self-awareness, understanding how I come across to others, and fine-tuning my communication and collaboration skills.
In a nutshell, my experiences have taught me that the pillars of success are built on authentic relationships, a commitment to continuous learning, a dose of humility, and a heightened sense of self-awareness. I hope these insights resonate with many aspiring women in digital marketing who are on their own inspiring journeys.
What are some of your aspirations for the future, both in terms of your professional growth and any personal milestones you'd like to achieve?
In terms of personal goals, I'm eagerly looking ahead to a thrilling adventure - obtaining my captain's license and setting sail to explore the stunning beauty of the Caribbean. It's a dream I can't wait to turn into reality. I have taken introductory sailing classes, and passed an initial “test”. I am now looking forward to the next classes!
Professionally, my aspirations revolve around continuous growth and making a substantial impact in the digital marketing realm. I'm passionate about diversifying our industry and ensuring that it's more inclusive and representative.
There's this fantastic Spanish phrase, 'Si se puede!' which perfectly captures my spirit. It reminds me that with determination and collective effort, anything is possible. I firmly believe that we can shatter barriers, conquer challenges, and build a more vibrant and diverse landscape within our industry.
Throughout my professional journey, my aim is to inspire others, nurture their growth, and play a part in creating positive change.
I am an empty nester, so I have more pics of my doggies now than I do of my adult children. I see my kids at separate times now that they live in different locations. I live in Puerto Rico, My son lives in Denver, My daughter in NYC and my youngest daughter lives in Eugene Oregon (SKO DUCKS).
This is my husband and me taking one of our sailing classes. I was butt clenching the entire time!
