Knotch connected with Arturo Siguenza, Senior Manager of Brand at Citrix, for our "Own Your Voice" series to hear his story, and to learn what drives Arturo in his career.

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Where did your story begin?

 My story began as a junior media planner strategizing with my first client on a new campaign they were launching. I vividly remember listening to two brand leaders, Christine Harkin and Barry Cowan, evoke the love they had for their brand and how much they wanted the campaign to do it justice. That emotion was something I had never thought about in marketing, and it really sparked my passion for pursuing a life in this industry. That client was also Citrix.

What was a pivotal life moment where your story changed?

 I remember commuting back on the BART from a job that wasn’t the right fit and gathering the courage to message my old client from a previous media agency for advice. That leap of faith was the moment that changed my life. I was offered a job at Citrix under that client, Susie Hamlin, who helped me grow into the marketer I am today. 

Who made the biggest impact on your story?

I’ve been blessed with amazing mentors.  Mentors early on in my career at my first media agency, Dick Reed, Cindy Nguy, Sabrina Galati, up until my job today, under Susie Hamlin, who encouraged me to be bold and think beyond. It is mentors with leadership styles like these that I aspire to embody.

What’s an unpopular opinion you have about content?

 I think we are moving beyond this perception, but I dislike the label “Sponsored Content.”  Although ethically for publishers this label is necessary for their user-base, it often leaves audiences with a preconceived distaste before they even engage.  I wish we could reimagine the label, but it also provides a challenge to develop content that can break through that I enjoy.

If you could define your story using one sentence, what would that sentence be?

Stay curious, be bold, dream big.