Marianna Ribeiro (she/her)

9 Questions with Marianna Ribeiro, Head of Social Media, LATAM, at YouTube

Marianna was originally interviewed on More By Her, a platform and community to highlight women shaping culture.

Marianna Ribeiro (she/her) is a storyteller. She’s built her marketing career at brands liked NBCUniversal, YouTube, TikTok, and Globo TV, where she worked on creating content, developing effective content strategies, and telling stories that deserve to be told.

Marianna is also a YouTube creator at De Mudança (Moving Out), where she shares tips for people who are seeking financial and personal independence.

Today, she resides in São Paulo, Brazil, where she works as the Head of Social Media Marketing at YouTube for Latin America.

1. How did you get into tech?

Honestly, I never, ever thought I would work at a tech company. My whole career has been dedicated to content production, so I never figured that tech would fit in.

After I started my own YouTube channel, I began understanding YouTube as a platform and discovered that working with social media requires a deep knowledge of consumer behavior; otherwise, growth will be difficult. Having combined this knowledge with great content production, I was invited to work at musica.ly, my first ever tech experience, and saw it become TikTok in 2018. After TikTok, I started working for YouTube and fell in love with tech. I feel that the company really respects my background in content production, and I’ve gotten to learn a lot about how to derive insights from numbers.

2. Where’s your hometown?

São Paulo, Brazil.

3. What’s a time you faced a struggle?

Many times in my career, I’ve had to work in places where I was the only Black person in the office. It was hard; I had no references, no leadership I could look up to and see myself in. It seemed that a position in company leadership would never happen to me.

At one internship, I worked hard to get a full-time offer because I really enjoyed what I was doing there, and I received excellent feedback from managers. But every time a new position opened, they gave various excuses not to choose me. In the end, I had to leave my internship because my contract expired, but I saw other interns whose performance rates were not as high as mine get hired. I never understood why they didn’t want me. I felt discriminated against. Later on, leadership changed, they gave me another chance, and I was able to grow a lot in my career. I’m really happy to be at YouTube now.

4. What’s a time you did something you were immensely proud of?

I’m really proud of having a successful YouTube Channel, De Mudança (Moving Out). It’s something I built from scratch, pouring all my heart in and everything I know about content creation and strategy. Today, I could have it as my primary job if I wanted to. Even though it’s a niche channel (I teach people how to organize their financial life) I’ve become a reference on the topic in Brazil and surpassed 70k subscribers.

At some point in 2019. I had to decide whether to focus on my channel or YouTube because doing both was compromising my mental health; so, I don’t produce as many videos nowadays as I used to. But it’s definitely my favorite project.

5. What’s something that’s been on your mind a lot lately?

I want to start a new YouTube Channel focused on music. Singing makes me extremely happy, so I’m working on sharing videos, both covers and originals, in 2020.

6. Favorite food?

Barbecue.

7. Favorite book?

Americanah by Chimamanda Ngozi Adichie.

8. If you could try another job for a day, what would it be?

A chef! I love to cook and think I’d run a kitchen very well.

9. If you could give your 18-year-old self a piece of advice, what would it be?

Not getting a job or date (haha) is not the end of the world. It’s probably the beginning of a new chapter. Let life take its course and be patient with yourself.

Oh, and please, exercise frequently! You’ll miss it later.

Anisa Benitez Hodelin (she/her)

Anisa is a brand builder, strategic marketer, artist advocate, and creative entrepreneur. She’s built her marketing career at iconic brands, such as: Google, where she has worked on hardware and YouTube; Time Inc. where she worked for TIME magazine, Entertainment Weekly, and Fortune magazine; and RCA Records under Sony Music Entertainment.

Today Anisa resides in New York City, where she works as a Brand Marketing Manager for YouTube Music, within Google. She is also the founder of More by Her, a creative project to support women in the arts. Her biggest passions are empowering artists & performers, celebrating culture, promoting wellness, and advocating for human rights.

1/ When did you know that you wanted to work in tech?

I decided that I wanted to work in tech when I decided to prioritize growth. After working in industries where my professional and personal growth opportunities were limited, I needed a change. In the music and media industries, I experienced low morale. There were many layoffs, much competitiveness, and nostalgia for the good ‘ole days. I craved that ‘buzz’ of optimistic energy in the office. I wanted to be challenged, to bring my innovative ideas to work with me, to be encouraged to grow. I’m grateful to say I’ve experienced all of this in tech.

2/ Who is a role model that you look up to?

My mom, Joie. She’s an artist, a painter mainly, and growing up she exposed me to almost every art form under the sun. When I was little I spent so much time making: crafting, painting, playing my violin, sewing, dancing, cooking, and designing.

She also home-schooled me and my brother on-and-off until middle school, which allowed us to travel and get exposed to the world. My love of culture, my desire to ‘make’ more than consume, and my love of all arts are largely attributed to her.

3/ Where’s your hometown?

Montclair, New Jersey; it’s near Manhattan. I grew up spending a lot of time in the city and declaring myself a New Yorker pre-maturely.

4/ What is a struggle that you’ve faced and how did you handle it?

In February of 2017, my boyfriend at the time and I relocated from Brooklyn to San Francisco for me to start work at Google. We were both away from our families, starting a new life chapter. About 6 months into our new chapter, he had a stroke. He had an extremely rare arteriovenous malformation (AVM) rupture in his brain. I became his primary caregiver for the next 6 months as he recovered his short-term memory, ability to read, write, and more.

Being a caregiver was hugely demanding, emotionally and mentally. The achiever in me wanted to excel at it all: continue to demonstrate that I was a top hire at work, while also managing the hardest job I’d ever had, caregiving. However, I’m only human. I needed a break and I quickly came to terms with it. My manager and team were very supportive and allowed me the flexibility to work from home and from the hospital a lot. I also made sure to dedicate time for restoration: meditation, long-hikes, dance classes, listening to music, and more self-care practices. I became extremely diligent about taking care of myself so I could show up for him and for work. I’m grateful to report that there was a happy ending: my boyfriend made a full recovery and I fell in love with myself!

I’ve faced a lot of struggles, and each has tested my resilience. Each has brought me to a deeper love and understanding of myself. The most important relationship in life is the one we have with ourselves. From my experience, the stronger our relationship with ourselves, the more we can show up for others in times of need.

5/ What is something that you are immensely proud of?

More by Her. I care deeply about supporting women artists and creatives. Over the years I’ve advised many creative women on how to make their art a livelihood. However, this year I’ve gotten clarity that it would be most helpful for me to ‘show’ how and not just ‘tell.’

Growing up I didn’t see many examples of women who were independent and in creative fields. The starving artist stereotype was pervasive and a big turn-off for me. I paid my way through college alone, while working. I graduated from Smith College with an Economics degree and I postponed many creative pursuits to focus on reaching financial stability.

However, I’ve been able to navigate a creative career in business. I’ve met so many amazing women who are also creative, independent, and making a livelihood. I want girls to see the options available to them by providing transparency into the lives of creatives and artists. More by Her aims to do just that. Its creative work will premier later this year. Stay tuned!

6/ What’s something that’s been on your mind a lot lately?

Intersectionality. That our many identities get a seat at the table. It’s important to More by Her, but I’ve also been thinking about it in regards to improving diversity and inclusion in tech. Supporting D&I work at Google brings me a lot of fulfillment, but also doesn’t feel optional. I have to do it! To sleep soundly, I have to! I also serve as a mentor outside of work, through organizations like Built by Girls.

7/ Favorite food?

Sweet potatoes.

8/ Favorite book?

Outliers by Malcolm Gladwell. It dissects ‘success’ by looking at the often unaccounted opportunities and circumstances that affect people’s achievement.

9/ If you could try another job for a day, what would it be?

I’d be a music video director for one of my favorite artists. I work in the art of storytelling, and I think music videos are an underutilized space for artists to create positive change.

10/ If you could give your 18-year-old self a piece of advice, what would it be?

“You are strong, independent, and powerful; now ask for help.” I’m honestly still working on asking for help. It’s advice I need to hear continuously.

Kaarthika Thakker (she/her)

Kaarthika Thakker is currently an associate product management intern at YouTube and last summer, she was an engineering practicum intern at Google. Outside of tech, she is passionate about music, working as a station manager of her college radio station, and social issues. Her dream is to find a way to leverage tech to deal with issues like housing inequality, gentrification, and displacement.

When Kaarthika went to college, she wanted to make an impact on social issues, so she studied sociology and economics and did diversity and inclusion research in a psychology lab freshman year. When she took an intro computer science class, she fell in love, although it took her until her junior year to officially declare as a Computer Science major. She sees so much opportunity to do good within the tech industry and wants to mobilize people and resources within tech to focus on the impact technology is having on the local community.

“My favorite class in high school was Physics, although when I took it, I was the youngest student and one of only two girls in a class of forty people. When I went to Rice University for college, I wanted to make an impact on social issues, so I studied sociology and economics. But then I took an introductory Computer Science class and absolutely fell in love.

As much as I loved Computer Science, it took me until my junior year to officially declare it as my major because I never saw myself as an engineer. I always thought I wasn’t the “type” because I was into art/music/social issues and I didn’t “fit in” to the stereotype. But now I see so much opportunity to do good within the tech industry. I want to mobilize people to care more about the impact tech is having on local communities.”

Source of inspiration: Kaarthika is inspired by her mom. She was born and raised in India and she became the main income earner of her family at a young age. Although she didn’t go to college, she manages all the finances of her house and small business. She has sacrificed so much, but she always makes her family here first priority.

Book Recommendation: Becoming by Michelle Obama

Marianne Abreu (she/her)

Marianne Abreu (she/her) is a UX designer at YouTube/Google. She has 15 years of experience working at startups, agencies and fortune 500 companies as a design lead. Prior to her current role, she was a product designer at Samsung. Her work has influenced multiple generations of Samsung TVs, smart displays, smart home products, and smartphones.

Outside of work, she has been involved in art projects and exhibitions from painting to interactive installations. She earned a Master’s Degree in Design Strategy and Management from Parsons School of Design and a Bachelor Degree in Industrial Design from the University of Brasilia.

1. When did you know that you wanted to work in tech?

As a child, I was fascinated by computer graphics. I remember being mesmerized by screensavers. At the age of 11, I learned about design as a profession in a magazine and two years later, I found myself building websites. I almost feel as if I was born for this job. My dad had an influence on this as well, I remember him telling me that computers were the future. He was right. I jumped into the tech industry and let it take me to new lands, including moving to Silicon Valley in 2012.

2. Who is a role model that you look up to?

So many people have influenced me throughout my life! If had to choose one person who affected my career the most, that would definitely be my dad. He taught me how to use computers and how to code when I was still a little girl. He encouraged me to explore and to not be afraid to try. I owe him so much for teaching me those early lessons.

3. Where is your hometown?

I grew up in Brasilia, Brazil and later moved to Rio. Now I have been living in San Francisco for 5 years.

4. What is a struggle that you’ve faced and how did you handle it?

What’s life without struggle? The first truth of Buddhism is: life is suffering. I can’t challenge Buddha on this one. Struggles have appeared in my life several times. I have had to learn to be feisty and resilient to continue on the journey. I have encountered struggles in almost every mile: as a woman in tech facing sexism, learning a new language and culture, facing discrimination as a person of color. I see myself as a warrior that fights no matter how blunt the sword is. My self-confidence has been challenged every time people discouraged me, “I don’t think you would be able to do this” or “You are not ready for that” or “This is too complex/difficult for you.” I’m so glad that I never let them stop me.

5. What is something that you are immensely proud of?

“Inspire to be inspired” is my motto. One of the things that inspire me the most are TED Talks. I can spend hours watching them. It is such an inspiration boost. In 2009, I was fortunate enough to meet a group of people that were as passionate about them as I was, and together we worked hard to bring TED to Brazil. In 2010, we organized the first TEDx in Rio. It was huge! We managed to get sponsorship, which allowed us to bring in some brilliant minds. The event was entirely free and livestreamed. We later brought that experience to the favelas in Rio. I was astonished. Bringing inspiration and education to my community made me feel immensely proud.

6. What’s something that’s been on your mind a lot lately?

I have been thinking a lot about how much we can bring our whole selves to work.

7. Favorite food?

Brazilian cheese bread and Açai bowl!

8. Favorite book?

Sapiens: A Brief History of Humankind by Yuval Noah Harari. Completely mind-blowing.

9. If you could try another job for a day, what would it be?

I would like to be a Yoga teacher for a day. Maybe I will do that one day.

10. If you could give your 18-year-old self a piece of advice, what would it be?

“Focus on systems, not goals.”