Jovana Cary Dominguez recently joined Robot Creative as a Social Media Manager, bringing more than 10 years of experience developing campaigns for both large and small brands. With experience on both the agency and in-house sides, she brings a practical understanding of how brands show up and evolve in social spaces.
We sat down with Jovana to talk about her path into social media, how she approaches creative work and where she sees the space heading next.
From Early Interest to Agency Experience
Jovana’s path into social media started in college while studying marketing at UTSA. Like many in the field, her entry point came through an internship, where she began building foundational experience and getting exposure to real-world marketing work.
After graduating, she joined a social media software company with an in-house agency. That role helped solidify her direction and long-term interest in the field. Over time, she’s worked across both agency and in-house environments, giving her a broader perspective on how different teams approach strategy, execution and performance.
Social Media – A Fast-Moving, Always-Evolving Discipline
What continues to draw Jovana to social media is its constant connection to culture and community. The work requires staying closely attuned to trends, behaviors and emerging platforms while translating that into something meaningful for brands.
“It’s one of the few professions where keeping up with what’s happening online, whether that’s memes, videos or undercurrent platforms and fringe social spaces, is part of the job. That pace of change is also what keeps the work fun and engaging.”
Rather than relying solely on a fixed playbook, although that’s always her base, Jovana focuses on adaptation, testing and iteration.
Turning Insight into Creative Direction
Jovana’s creative process is grounded in research and observation. Before developing content, she looks at how a brand has historically shown up. From there, she analyzes the industry, audience behavior and the types of content gaining traction across platforms.
The next step is alignment. She focuses on identifying where audience expectations and brand voice intersect and how the brand can participate in a way that feels natural. That can include pulling inspiration from trending conversations, long-form content and platform-specific behaviors.
“The goal is to understand what the audience wants to engage with and how the brand can authentically show up in that space. It’s about fostering real conversations and a sense of community.
After all, everyone craves a space to curate meaningful connections. That’s universal!”
The Value of Variety in Agency Work
Agency life, she notes, offers a level of variety that is difficult to replicate in other roles. Working across multiple clients and industries introduces new challenges on a regular basis and requires both adaptability and creative range.
That variety also shows up in the types of projects she gravitates toward, particularly those involving content creators, local tastemakers and trending video formats. She is especially drawn to the transformation process of taking content that is not quite working and refining it into something more engaging and effective.
“Collaboration is a key part of that process. Working with creators, especially at the local and regional level, provides additional insight into what resonates with audiences in a more immediate and authentic way.
They are at the forefront of ‘the scene,’ and they curate experiences and moods before those vibes and formats are co-opted by larger brands.”
Ownership, Experimentation and Results
A defining aspect of Jovana’s approach as a social media manager is a focus on ownership. Whether stepping into an existing brand or helping shape something new, she’s motivated by the opportunity to evolve a social presence and see tangible results over time.
Social media also creates space for ongoing experimentation. Testing ideas, learning from performance and refining content is built into the process, allowing strategies to continuously improve rather than remain static.
Advice for Brands Entering Social Media
For brands just getting started, Jovana emphasizes the importance of making a strong first impression. Rather than easing into social, she encourages brands to build momentum and give audiences a reason to pay attention from the start.
“There should always be a ‘scroll-stopper,’ a hook. This could be a mystery drop of a new product or service to kick off a launch campaign or a leadership-led ‘behind-the-scenes’ tour to increase transparency between the brand and it’s community. Something that builds excitement and anticipation, leading into a bigger moment.”
Looking Ahead
Looking forward, Jovana sees social media continuing to fragment into more specialized platforms and experiences. Instead of a few dominant channels, she expects a more diverse ecosystem shaped by different types of content and interaction.
She also points to the growing role of immersive technologies and the parallel demand for authenticity. As platforms evolve, expectations will continue to shift, pushing brands to balance innovation with genuine connection.
“There is renewed interest in longer-form content, as long as it’s created with specific niches in mind, like background love, cozy live streams and micro-dramas. In my mind, this signals a shift away from one-size-fits-all strategies and reinforces more tailored, community-driven approaches.”
Q&A with Jovana Cary Dominguez, Social Media Manager
What’s a recent piece of content or campaign you’ve worked on that you’re especially proud of?
“My time with the San Francisco Marathon yielded me several celebrity partnerships, athletic influencer and ambassador campaigns to be proud of, but the one I’m most proud of is the campaign with Cal Calamia, the first winner of the non-binary division of the marathon.”
What’s a trend in social media right now that you think is overhyped?
“Brands forcing themselves into conversations and social spaces that they didn’t create or foster. For example, a well-known soft drink product commenting on the viral moment of another brand on TikTok.”
What do most brands get wrong about social media?
“Believing that their online audiences and social communities care about the constant presence of their branding across content.
Not every post needs your logo, company colors and typefaces.”
When you’re starting with a new brand, what are the first three things you look at?
- Current Engagement: What is the depth of their engagement now and does their community gravitate to them?
- Aesthetic Cohesion: Does the content look like it was created by a committee or a creator?
- Language Check: Does the brand sound like an ‘immigrant’ to the platform or a ‘local’?
What brand do you think is doing social media really well right now, and why?
“SSENSE. They’re departing from being just another retailer and growing into a true high-fashion curator, tastemaker and mood board expert.”
What advice would you give someone pursuing a social media role at an agency?
“Don’t be afraid to try new things. This industry rewards curiosity and experimentation.
I’d also recommend connecting with people already in those roles. Ask questions, learn what the day-to-day looks like and start building relationships in the field.
There’s no single path into this industry. Everyone’s journey is different.”
Looking for Help?
Learn more about Robot Creative’s outsourced marketing team services, including social media management, and let us know if we can help provide you with marketing leadership or strategy for your business.
