Bringing a Latin touch to the beauty world, AYRES Beauty was brought to fruition by…
Meet Priscilla Castro
As the brand partnerships manager at Planoly, Priscilla Castro is a pro at making connections. Priscilla first got her start in social media in college while interning for various digital marketing companies. After getting experience through internships, she finally landed a full-time position at BeautyCon as their social media manager and editorial director. Learn how Priscilla reaches out and manages brand partnerships, some of her favorite collaborations this year and what’s currently in her beauty bag!
- My name is: Priscilla Castro
- My social handles are: @kodeofkondukt | @planoly | @stylelink.it
- Find my website at: www.planoly.com
1. Tell us a little about yourself. How did you first get involved in the digital marketing world?
As I was finishing my journalism undergrad at CSULB, I realized that writing and reporting was not something I was passionate about. I wanted to major in marketing but by this point it was a little too late to change my major. I changed my minor and focused on getting as much experience as possible with marketing and social media marketing internships. Even after I graduated, I made sure I could compensate for the lack of a marketing degree with more internships doing digital marketing and social media for brands like Filter Magazine, Cohesive & Co and Small Girls PR [formerly (No Subject)]. All those internships finally landed me my first full-time gig as social media manager and editorial director at BeautyCon. Later, I became a social media manager at Create & Cultivate and was lucky enough to work with brands like Logitech, Framebridge, Dove and Keds, and got to meet countless amazing women in the digital space, including Brandy Pham who gave me my gig at Planoly as Brand Partnerships Manager!
2. As the brand partnerships manager at Planoly, what does a typical day in your life look like?
I’m constantly nurturing the relationships I’ve established or looking to make to keep Planoly and StyleLink.it growing. I like to look at my job not just as making business relationships, but making genuine relationships with really cool people and brands to create something awesome together. That means I spend about 50% of my time on email or on the phone, and then 40% brainstorming activations and events for us to do and participate in, writing content for the Planoly and StyleLink.it blog, and then creating lesson plans for our webinars, workshops, and presentations. Although my title is brand partnerships manager, I still get to wear a lot of hats, and based on my years working in social media, I’ve been able to write for the Planoly blog and dish in on some of my findings and insights to keep our audience up to date and ahead of the curve.
3. Can you tell us a little more about Planoly’s newest monetization platform, StyleLink.it?
As we got close to our two year mark, our co-founders Brandy and Andy assessed what needed to be added to Planoly to create a more immersive and easy-to-use experience for our users who were influencers. We decided that while many of them already had the ability to plan their content, they should also be able to monetize the content they’re planning right within one platform. Thus, our affiliate network StyleLink.it was born!
Now, any content creators that already use Planoly can apply to be a part of the StyleLink.it network. Influencers can plan and tag products onto their shoppable feed pulled in directly from products featured on their Instagram, and earn commission from any of the sales that are made via their shoppable links. Easy money right into your pocket!
4. How do you approach brand partnerships?
Usually, I always try to approach a brand with an idea. We’re not the only affiliate program in the digital space, so it’s important for me to do my homework before I pitch an idea to a brand. First things first, we have to make sure that we’re approaching a brand we genuinely love. We always preach this to our users as well: every partnership should be genuine and authentic. If we’re approaching a brand that we’re not very passionate about, then it’s probably something our audience will probably not resonate with either.
Next, I always make sure to present our idea as if it’s been already executed in a deck. Sure, people can read through your idea, but it’s 100 times more effective if you’ve already laid everything out. This allows you to give your potential partner a clear view of what they can expect from working with you. Finally, deliver on your promises and make sure that all parties involved are happy campers!
5. What have been a few of your favorite collaborations so far?
We are just halfway through 2018, but oh man, it’s been such a great year already! I think some of my favorite collaborations that we’ve done thus far have been teaming up with amazing restaurants like The Sosta in New York and Central Standard here in Austin to host our StyleLink.it Launch Brunches for NYFW and SXSW — we couldn’t have picked better places to host such awesome events with our guests! Also, we had an amazing activation at Bloguettes’ The Workshop where we got the chance to host our own booth and teach a great workshop on Instagram Stories and Highlights, which got a great response from the audience.
6. What is one thing you have accomplished in your career that you’re extremely proud of?
While I have worked at many amazing companies, I’m just very happy that I’ve been able to work at companies led by women for women. I’ve been able to contribute to an age where women have felt more empowered to be their own bosses, tap into their entrepreneurial spirit and demand their worth. I am so glad to be a part to be a part of this movement. We still have so much work to do, but wow, what a time to be alive.
7. Okay, we have to ask, what’s currently in your beauty bag?!
I actually have a beauty utility cart….haha. (I think I might need to downsize the number of beauty items I have and do some serious spring cleaning.) However, for my essentials, I always carry Blotterazzi by Beauty Blender, NYX Lipliner in Ever, Tarte’s Tarteist Quick Dry Matte Lip Paint in Bestie, Glossier Cloud Paint in Dusk, Glossier Haloscope in Topaz, and Elf Expert Liquid Liner in Jet Black. Just the essentials.
This interview has been edited and condensed.
Interested in learning more from professionals in the digital marketing and beauty industries? Check out the rest of our As Told By series.