Mariana Romina Marcaletti

mariamrom@gmail.com
https://www.linkedin.com/in/marianamarcaletti
@mariamrom (Twitter, Instagram)
Oakland, California

Education
CUNY Graduate School of Journalism. MA in Entrepreneurial Journalism. 08/2013- 12/2014
Work at school: leading the social media strategy and designing online
courses. GPA: 3.60 (out of 4), one of the top of the class

Universidad de Buenos Aires. Bachelor in Communication studies. 03/2004- 06/2010

GPA: 9.10 (out of 10), one of the best historical grades since the degree
course was founded.

Writing awards
Foreign Press Association (FPA) award-winning essay and fellowship "Digital Media in Latin
America: Disruptive, Ongoing and Constant Change."
Fulbright (U.S. Department of State): program for international students to graduate in the U.S.
Hearst Foundation: award to study at CUNY.
Tow Knight Fellowship: to be part of the 2014 cohort.
Ministry of Education of Argentina: Nationwide award-winning essay about
Malvinas/Falklands.
Radio Netherlands training center (RNTC): Scholarship to take part in the course "Mastering
Social Media".
AFS Intercultural Programs USA: Scholarship for a Latin American journalist to do an internship
in Asia Pacific (Philippines).
AINCRIT (Theatre critics grouping): first-prize award for an essay about Post-dictatorship
family-based theatre.
OIC (Buenos Aires city government): The city's audiovisual industry award-winning essay.
UBACyT (Science and Technology secretariat of University of Buenos Aires): Thesis about
youth and television.

Consulting services/ talks

Austin, Texas. Presentation about BuzzFeeds global media strategy at the Ibero American
Colloquium in Austin, Texas University.
Buenos Aires, Argentina. Training in newsrooms of the oldest newspaper (La Nacin), of the
most-seen 24-hour TV news channel (TN, grupo Artear) and one of the main digital-native
websites in the Latin American region (Infobae).
Crdoba, Argentina. Talk to students from Crdobas University about entrepreneurial
journalism. Organized by Acceso Global, a micro-funding news website.
Mexico City, Mexico. Presentation about social media at the World Association of Newspapers
and News Publishers (WAN-IFRA).
Santiago de Chile, Chile. Main speaker in Latin America's Hacks/Hackers bootcamp.
San Jos, Costa Rica. Grupo La Nacin. Astrolabe innovation bootcamp for students.

Work Experience

CNET EN ESPANOL 06/2016- At present

1
Role: Senior Editor, Video Reviews.
Tasks: Focusing on several visual formats, producing on-camera work, covering gadgets and tech news
for a geeky audience made of US Hispanics and Spanish-speaking Latin America. This position is part of
the team CNET en Espaol, part of CNET, which belongs to CBS interactive. Tasks include coming up
with innovative video ideas, shaping new visual narratives, targeting niche audiences and community-
building through various social networks like Snapchat, Instagram and Google+. This role also involves
field reporting, event coverage and writing and blogging about videogames, smartphones, TV industry,
viral news, memes, social media industry, apps, product launches, tech ecosystem reports, etc.

Results:
Almost 300 videos produced within a year.
Viral video track record on YouTube: over a million and a half views on this video, and over 200K
views on more than ten videos.
Track record of viral productions on the website CNET.COM/ES.
Producing in-depth reports about trends in the tech industry (AI, photo-based tech, etc.)
Photography-based stories and galleries that have driven up the websites traffic.
Choosing the best of CNET English site content and translating/localizing/re-shooting their
content into Spanish language videos.
Clips: https://www.cnet.com/es/perfiles/mmarcaletti/

UNIVISION 11/2015- 06/2016

Role: Social Media Director.

Tasks: Coming up with the social media strategy of the leading Spanish-language media company in the
United States and managing a team to implement new approaches to social. Partnering with different
stakeholders (both external like social media companies and internal, like TV talent and digital reporters)
to redefine the companys online presence. Leading special projects to produce original social-first
content, adapt news stories for different platforms and expand the reach of the company across Latin
America.
Results:
Overseeing social media editors across news verticals (politics, lifestyle, health, etc.).
Working closely with the TV station, integrating different social media strategies.
Improving the quality, volume, reach and engagement of the million-user companys social media
accounts (4.5 million followers on Facebook, 300K on Instagram, 1.5 in Twitter). The politics
vertical is a success case: the social media following increased by 80% from november 2015 to
march 2016, and also their page views by producing stories that emerged from social media like
this one.
Playing an active role in the partnership with Facebook to cover live the Democratic Debate at
Univision on March 9.
Partnering with Facebook to increase the volume and monetize Univisions Facebook Live
presence (Univision was paid 1 million dollars to produce 10 daily live shows on Facebook).
Launch of Snapchat channel, with half a million views on the first week of its creation, catering for
younger voters.
Leading special initiatives like the series of Instagram portraits Latinacin, also called
#MyVoiceMatters, empowering latinos to vote, an ongoing En Mi Pas series, representing
several identities across several Latin American countries, and exploring visual-driven news
stories across the region: 60% of Univisions Facebook followers come from several countries
across Latin America. Most of them speak Spanish.

2
BUZZFEED 01/2015- 10/2015

Role: International News Coordinator.

Tasks: Launching from scratch the companys localization efforts (named internally Project Babylon)
across several languages (Spanish, French, German, Japanese, Portuguese) by forming and managing
an internal freelance network of over 20 translators. Working with third-party external vendors to translate
shorter form content. Pitching news stories, coordinating the pipeline and priorities to meet editorial
needs.
Results:
Kicking off Project Babylon, which is now expanding across the world.
Worked with a diverse, multicultural team that was based in different countries.
Coordinating a real-time translation of Barack Obama interview into four languages in my second
week on the job (Poynter quoted us for this challenging job).
Recruiting and training a network of trusted freelance translators, pitching stories, developing
style guides.
Data-driven approach to localization: analyzing what's working and what isn't, launching and
iterating based on my own reports.
Publishing my own stories in English and Spanish and edit moving first-person freelance essays
on women's rights in Latin America.
Clips: http://www.buzzfeed.com/marianamarcaletti

THE WASHINGTON POST 06/2014 09/2014

Role: Digital producer. Summer internship (only 15 were chosen out of 600 applicants).
Tasks: Working across diverse teams (social, print, multimedia) to carry out specific projects. Reporting.
Blogging. Writing. Editing. Designing.
Results:
Worked with more than 20 members of the newsroom (from senior editors to fellow interns).
18 stories published in different sections (Business, Worldviews, The Switch, Style, Local). Clips:
http://goo.gl/LvrFYc.

GOOGLE 09/2012 - 08/2013

Role: Language Manager. Responsible of Google products quality in Latin American Spanish.
Tasks: Overseeing the translations of 100+ online products across 19 countries, working with various
internal stakeholders and external partners and vendors.
Results:
Forming and leading an internal network of contributors with the language: 57 Googlers and
vendors (29 from Argentina, 12 from Mexico, 6 from Colombia and the rest from Chile, Peru,
Uruguay, Costa Rica and Venezuela) provided feedback, filled 147 bugs that were corrected.
Regional evangelization about the importance of Spanish language, presenting in Buenos Aires,
Brazil, Mexico, the U.S., and organizing a team conference in Munich, Germany.
Language quality was improved: The lowest performer vendor fail rates decreased from 9% in
September to 0% in February, 2013. On average during my time at Google, fail rate decreased.
Teaming up with stakeholders from the communications, public policy, legal and marketing teams
for everything language-related, like coordinating sign-offs on product names.
Overseeing language quality (headlines, bullet points, content in general) of major initiatives like
Project Loon.
Organizing get-togethers with special guests like linguist Pedro Luis Barcia to reflect on words.

3
 Launching and overseeing an initiative of a more neutral Spanish, together with Spains team, to
localize lower priority content saving efforts.

TN (www.tn.com.ar). Part of Argentinas biggest media outlet, Grupo Clarn. 07/2011 - 08/2012

Role: Journalist, Digital and Social Media Strategist. Coordinator of projects to improve web presence.
Tasks: Web and social media strategy. Research. Consulting. Project management.
Results:
TN.com.ar is the website of Argentinas most-seen TV news channel, it had less than 4 million
unique users, and it organically increased its user base in a a year time, reaching 6 million.
Over 40% of TNs users come from social media. I co-wrote the web writing guidelines.

BUENOS AIRES HERALD. Only newspaper published in English in Argentina. 05/2008- 06/2011

Role: Reporter. Part of the permanent staff in Politics and Arts and Culture desks.
Tasks: Reporting. Writing. Editing. Curating news wires. Translating. Diagramming. Designing. Proof-
reading.
Results:
Over 100 original, in-depth stories published, more than 50 sources interviewed.
I won two awards, by Buenos Aires city government and by the National government for essays.

Freelance collaborations

UK: BBC (Sunday Feature Radio 3 & World Have Say in Radio 5), The Independent (Blog). The
Malvinas/Falklands coverage for these outlets won an award by the Argentine Education Ministry, and
was published as a book in Spanish and Portuguese.
Mexico: TV Azteca (screenwriter)
US: PBS (IdeaLab), Nieman Lab (Harvard University)
Argentina: Newsweek (international affairs column), La Nacin.com (international news)

Side projects

Screenwriting
Several TV and film screenwriting projects.
Intensive workshop with US screenwriting critic Robert McKee.
Collaborative telenovela (soap opera) bought by TV Azteca in Mexico.
Side-job together with one of Argentinas most-renowned TV writers, Jorge Maestro.
Finished a year-long screenwriting course in Buenos Aires, given by Jorge Maestro and Leandro
Cullel, a famous TV producer of Underground production company.
Screenwriting storyboards and visual narratives at Univision, aimed at social media.
Adapting video scripts from English to Spanish (BuzzFeeds food channel Tasty).

Latin American Radar

Platform to share news about business opportunities in Latin America for an international audience.
FPA award-winning piece about Latin American media.
User-friendly Android app and weekly newsletter launched.
Our stories were picked up by mainstream local media (Clarn, La Nacin, mbito Financiero,
Emprender magazine) and U.S. sites (PBS Idea Labs).

4
 Over 600 daily pageviews. Positive feedback from industry executives, experts on Latin American
markets. Two events (one to honor later author Gabriel Garca Mrquez, other about Ethnic
Entrepreneurship, the latter lured around 80 people). Six partnerships with local content
providers.

Mundo por Mail

Weekly newsletter about world news, with a special focus on Latin American issues.
50% open rate, above average for most newsletters.
Great feedback from users, mostly positive comments.
The newsletter has been picked up by Latin American digital native media outlets like El Meme
and Animal Poltico.

User engagement across mobile platforms

Research project on the Mobile First ideology embraced by news organizations.
Quantitative analysis of data, metrics.
Qualitative interviews.
Products review, summary in this Medium collection.

Hobbies/interests
Theatre. I love acting, whether impro shows or scripted classical plays.
Yoga & meditation. A healthy mind in a relaxed body.
Swimming. Simply the best way to activate, unwind and come back to life, energized.
Reading. At present, fiction, but in general anything that comes my way. I also really like essays.
Writing. My work and my passion.