Meet the Expert: Mariana Córdoba

When we think of the BPO industry, we often forget the creative minds designing the culture and community behind the headsets. Mariana Córdoba is one of those vibrant minds. With over 13 years of experience creating digital strategies and connecting brands with their audiences, Mariana is a true Employer Branding strategist. Currently, she leads marketing initiatives at a multinational BPO, where her mission is to translate corporate culture into growth opportunities for young talent in LATAM. Dynamic, bilingual, and passionate about social media, Mariana sits down with Call Center Basics to tell us how to build a creative, corporate career within this sector.

The Core Interview: Building Community and Employer Brand

Q: Mariana, you come from a background in agencies and digital entrepreneurship. After several years leading marketing in a multinational BPO, what is it about this industry that challenges a communicator in such a unique way?

"Speed and a massive sense of belonging! In a traditional agency, you work with multiple clients from the outside, but in a global BPO, you are the brand. The ultimate challenge is maintaining a rock-solid corporate identity while moving at the speed of light to respond to massive recruitment needs. Marketing is lived from the inside out here; if your Employer Branding strategy is authentic and connects with newer generations, you attract the ideal talent almost immediately. It’s an incredibly dynamic ecosystem."

Q: Your strong suit is Employer Brand Strategy. When a new agent steps onto the production floor for the first time, how does your work impact their daily experience?

"My purpose is to ensure the incredible promise they see on our social media matches the exact vibe they feel when they step onto the floor. Employer Branding goes way beyond designing a trendy logo; it’s about building a real community. When an agent feels their work has a purpose, that we genuinely celebrate their achievements, and that there is a clear path for their development, we know the strategy is working. We don't want them to be 'just another number'; we want them to become proud ambassadors of our culture."

Q: As a bilingual professional managing projects for LATAM, how vital has English been in opening doors for you in the corporate areas of this industry?

"It’s your ultimate superpower. It’s no longer just a 'nice-to-have' on a resume; it is the language that moves global business. For corporate roles, English allows you to connect every single day with teams in the US, Europe, or Asia. You need to master it to take a global directive and adapt it with empathy and creativity to our Latin culture. Bilingualism breaks the borders of your city and projects you on an international level."

Q: What advice would you give to a recent Marketing, Design, or Communications graduate who still views call centers with some stigma and not as a long-term career option?

"Leave the old stigmas behind! Today’s BPOs are massive digital marketing and cross-cultural communication labs. Here you will learn to move fast, manage high-impact regional strategies, and connect with huge audiences. If you are looking for a high-energy, multicultural environment with accelerated growth opportunities, this industry is an incredible springboard. Come with a lot of creativity, be proactive, and you will find an amazing space to make your career shine."

✨ Mariana's Golden Rules for Excelling in Corporate BPO Roles

Step Out of Your Bubble: It doesn't matter if you are in Marketing, HR, or Finance; walk the production floor. Take the time to understand the real challenges agents face. They are the heart of the business and your best source of inspiration.
Be a Cultural Bridge: Learn how to take a global brand's vision and give it an authentic local touch. Companies highly value those who can communicate international guidelines without losing the human connection with their team.
Make English Your Networking Tool: Use it to build real connections. Network with your peers in other countries, share ideas, and learn from other corporate cultures.
Embrace the Fast Pace: This is a fast-moving industry. Be flexible, constantly propose new ideas, and always maintain a problem-solving mindset.

Ready to take the next step in your BPO career?

Whether on the phones or in the corporate offices, mastering the basics is the first step. Continue your journey with our guides:

Step 1: Check our Basic Terminology Glossary Step 2: Read our Interview Preparation Guide

Meet the Expert: Mariana Córdoba — Building the BPO Employer Brand