Miriam Bosch, IM and Responsible Marketing & Communications student at ARAG

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Miriam Bosch is a specialist in both offline and online marketing and communications. After a long and productive career spanning various fields, she has become the head of marketing and communications for one of the leading insurance companies in Spain. She tells us her story in the following interview.

Why did you decide to dedicate yourself to advertising and public relations?
As a child, I loved watching TV commercials, those short 20-second stories that hooked me. As a teenager, on New Year's Eve, I loved watching the last and first commercials of the year, something my friends still remind me of. I was always drawn to creating and telling those short stories.

What were your first work experiences in the world of advertising like?
Despite all of the above, once I graduated, I delved deeper into Communications, and that's what I truly saw as interesting to me: It was about uruguay mobile database creating and telling stories, but with a strategic component that would last over time, something that wasn't "just" a one-off campaign, something that could change or improve a company's image in a more profound way.

So my first professional experiences as an intern were in communications agencies that carried out public relations campaigns: product launches, corporate events, press work, etc. I was fortunate enough to work on very interesting projects, even as an intern, from which I learned a lot.

In 2006, you started working as an account manager for Equipo Singular. What were your responsibilities, and what did you learn while working at this important agency?
I started as a press executive, later becoming an account executive and finally an account director. As a press executive, I handled all media communications for the clients I was assigned. Later, as an account executive, I was responsible for more global projects for clients in the lifestyle and consumer goods sectors (events, launches, communications strategy, etc.). Equipo Singular is a great agency that has undoubtedly shaped my professional career, where I learned a lot and where I've been fortunate to work alongside great professionals.

You then worked at Jardiland, coordinating the launch of its e-commerce. What was this experience like with the company's digitalization? How did you help boost its e-commerce?
The entire digital image and social media market was beginning to take off in Spain, but it was all closely tied to physical store traffic. E-commerce began as a way to market a portion of the products and provide an additional service to customers who couldn't make it to a physical store. There weren't many resources, and it was complicated by logistics and product types (shipping plants was very complex), but that experience was decisive in helping us delve deeper into the e-commerce world.