Communications & Marketing Advisor - Peru

Can you tell us more about Laboratorio Takiwasi? What does the organization do?

I just finished a placement working with Laboratorio Takiwasi located in Tarapoto, Peru. The organization is based in the high Amazon, a region known worldwide for its rich biodiversity of medicinal plants and as an important historical centre of traditional Amazonian medicine. Laboratorio Takiwasi is an internationally recognized non-profit that works with local indigenous communities to produce plant-based medicinal products in a sustainable and inclusive manner. It has developed benefit-sharing schemes and various projects in collaboration with Kichwa indigenous families in the San Martin region, with the goals of: conserving the ecosystems and forests, building capacity, improving livelihoods and reviving and protecting ancestral knowledge.

What was your role with Laboratorio Takiwasi?

I was working as an audiovisual communications and marketing advisor. One of my goals was to assist in communicating the stories behind the organization and their products, and to improve the overall communication strategy. As part of this, I created a database of audiovisual material for various social media platforms and other marketing channels, and improved the social media and communications material.We also designed, launched and marketed an Amazonian infusion brand, called Sumak, in partnership with an indigenous plant association, Ampik Sacha. I also organized the launch of the medicinal tea brand at the biggest food expo in Latin America (Expo Alimentaria).

Describe a typical day, or week at your job? What are some of your responsibilities?

A typical day involved meeting with the marketing team to discuss social media content for the week, photo shoots, content creation, package design, meetings with graphic designers, and market testing and research. Some weeks we would visit the women from Ampik Sacha, an association of medicinal plant growers, to discuss the medicinal tea brand, build relationships, conduct interviews and take photos for communications material and social media. Other weeks we might be taking a boat down the river to see how Uña de Gato was harvested in a sustainable way to better be able to communicate our competitive advantage to our clients.

My responsibilities included all aspects of audiovisual communication, including photography, the strategy, branding, and improving the corporate image and social media following. I was also responsible for developing, designing and launching the medicinal tea brand, Sumak. A secondary job that not exactly listed in my work plan, but played a key part in achieving my goals, was building solid relationships with the indigenous communities and women Lab Takiwasi partnered with.

What led you here and inspired you to do this kind of work? What education, or work background do you have?

My path has not been a clear cut one, by any means. I studied two years of bio-chemistry until I decided that, even though I was getting good grades, it was not what I wanted to do for rest of my life. So, I took two years off to travel and explore the world. Many thought I would never go back to school; however, after two incredible years of travelling, positive life experiences, and some terrible backpacker jobs (selling hotdogs at a car race, selling Energy Australia door to door) I decided to study business and international development.

I believe that every little experience and connection you make counts, regardless of whether it looks good on your CV. Sometimes those horrific jobs and real life experiences can give you the street sense and emotional intelligence to excel a little later on in life. I see where I am now as one part following my heart, another part working hard and another part an intense process of trial and error. For example, how did I know the corporate world was not for me? Well, I tried it out!

It is hard to say what led me to where I am now, but after studying international marketing and economics, I knew I was not one to sit in a bank, or an office building for the rest of my life. I remember attending my very last class for my business degree, and the professor went around the room and asked what everyone wanted to do after they graduated. Almost every person said they wanted to work in a financial institution or a bank. Then the professor came to me and he said “Kristi we already know what you’re going to say... you want to go out and make the world a better place.”

I have worked in a variety of positions to get where I am now, but most recently I worked as a researcher for a critical water policy research project, funded by the Norwegian Research Council. I worked with a diverse team from all over Africa, Europe and North America. Through this experience, along with my master’s degree, I developed my critical thinking, writing, and project management skills, as well as my cultural understanding and problem solving skills.

I have also worked for CH2M in Calgary as an Aboriginal socio-economic specialist, and worked in communications for the security operations in the 2010 Vancouver Olympics. I was fortunate enough to get selected to be an election monitor for the Organization of American States (OAS) in the 2006 Nicaragua presidential elections And I've had many other jobs as a part-time photographer, waitress, kids camp owner, and assistant lodge manager. In short, it has been a combination of my education, jobs and life experiences that has ultimately prepared me for working internationally.

What do you love about working internationally? Personally and professionally?

I love working and living in Peru because it’s given my family the opportunity to thrive and grow in a way that you never get by just visiting a place. To be immersed in a diverse Spanish and Quechua speaking community in the middle of one of the most biodiverse places on earth has enriched my cultural understanding and presented many interesting opportunities. Our family enjoys the pace of life, cultural events, outdoor adventures and all the lifelong friends we made living here in Lamas. Working internationally has also given my partner, Ruben, and I both a chance to develop our careers and contribute to organizations and causes we are passionate about. By working in a small organization, I was given many opportunities to learn and challenge myself because there simply was nobody else to do the job. I have also greatly improved my Spanish skills since I moved to Peru with my family, and this has been a huge benefit both professionally and personally.

What are some of the challenges?

After a co-worker quit, I was tasked with taking over the organization of the Expo stand for Lab Takiwasi and the launch of the Sumak tea brand at the event and online. It was a huge challenge because it involved complicated logistics in a country that was still new to me, and it was something that I had never done before. I had to step completely out of my comfort zone, and this pushed me to learn and grow even more. I learned that if you try, the worst thing that can happen is you fail. By committing to the project, I learned all the ins and outs of organizing a stand for an international trade show, and how to successfully launch a new brand.

Of course there are other challenges working in the Peruvian Amazon such as: trying to work on 38 degree Celsius days, logistical challenges or the internet connection being slow. I have learned that dropping your expectations, having an open mind and being proactive are key to working and succeeding in another country.

What skills or abilities do you think it takes to succeed in your work?

One of the reasons I really enjoy my job, and have been relatively successful, is that it draws on many of my skills and abilities. Strong research and writing skills; an eye for design and attention to detail; business and international development experience; problem solving and an ability to connect with different groups of people and adapt in different contexts. To succeed in communications, you definitely have to think outside the box, be informed and creative.  You also need a drive to learn, constantly develop important skill sets—photography, web design graphic design—and keep informed about the latest trends in your sector,in social media and the tech world. Adaptability and setting reasonable goals for your work are also key to succeeding in an international communications career. Communications is really about connecting to people, whether it is virtually, face-to-face, or aesthetically—so being a natural connector, visual communicator, and storyteller can have huge benefits in your future career.

What kind of education would be helpful to working abroad in your field? Is it necessary to specialize or gain a master's?

Degrees in international communications, marketing, PR, or digital marketing are obviously ideal—but these are not the only route to getting a job in the international communications field. Having interdisciplinary education and language skills are key to working abroad. I would highly recommend doing a semester, or year abroad while studying. Trust me, you will never regret it and it shows that you have lived in and adapted to another context. I think any coursework or certificates in design, social media, photography and digital media would also be a huge asset.

I think it is always a good idea to get out and work, and try out the field, before studying for a master’s and specializing. However, when you are ready, a graduate degree is a huge asset both professionally and personally.Your goals and the type of organization you ideally want to work for will shape what you decide to study. However, if you want to work for NGOs, non-for-profits or for social enterprises abroad, I would say that a field-based master’s degree in international development, social entrepreneurship or communications would definitely expand your career opportunities in a positive way.

Are there more opportunities opening up for people to work in communications abroad?

I absolutely think there is an abundance of opportunities in the communications field abroad, especially with the current digital media trends, the interconnected global economy and the need for business to be creative in communicating to customers. Large and small businesses, NGOs, social enterprises, and cooperatives all around the world need motivated, diverse and creative individuals to improve their communications.

What advice would you offer to people who are looking to work in international communications? 

Some advice would be to be patient, develop a network and stay positive. Having diverse experiences and knowledge has been key for me. I have had all sorts of jobs and education, and each and every experience I have had in life has been useful and led me to where I am today. It can be daunting trying to look for international work, or for that matter work in general, so try to slowly build experience and education, and be ready to jump on an opportunity when it comes!

A few tangible steps for new grads trying to break into the field would be to:

• Study and be able to work in multiple languages;
• Take courses ‘hard skill’ courses on the side such as Adobe Photoshop or Illustrator;
• Stay up to date with digital trends;
• Become well-informed about the sector and country that you want to work in;
• Get relevant work experience while you are studying, whether it is through an internship, study abroad or a co-op program;
• Instead of getting a summer job, consider starting your own business, or social enterprise. You will learn so many valuable skills, whether the venture is successful or not;
• Study abroad or do an exchange;
• Volunteer or get involved with organizations you are interested in—they always needs people to help out with communications or social media;
• Set tangible goals and stick with them.