Two Steps Ahead: Candid Conversations with Caitlin Marino

By Basia Stachurska

Driven, hard-working, overachiever. “I’m a Virgo,” she said, describing her world as detail-oriented and color-coded. Caitlin Marino, associate director of New Business for Sony Music Latin-Iberia, shared her story with PRSSA members and communication students during the first Candid Conversation of the semester. 

Caitlin is a University of Miami alumna with a degree in public relations and a double minor in marketing and music business. After graduation, she joined The Latin Recording Academy managing sponsorships with top global brands and developing marketing and branding assets for the Latin Grammy Awards. Then she made her way to Sony, where, apart from her day-to-day job, she is engaged in initiatives highlighting female executives working in the entertainment industry, as well as employee development and mentorship programs. She is also pursuing an MBA program at Kellogg School of Management. 

Throughout the conversation, Caitlin stressed the importance of being (overly) prepared and writing everything down. “You have to be thinking two steps ahead because otherwise you’re scrambling, or you’re forgetting, or apologizing (…) and you definitely want to put your best foot forward.” She explained that especially in the music industry, everything moves extremely fast and you need to be prepared and do everything possible to make things work. 

Caitlin shared a story from the Latin Grammy Awards Gala where she climbed on a ladder in a ball gown to fix a poster that wasn’t put up correctly. She explained that she is always thinking about how to make things work, make her boss look good and keep the client happy: “That’s kind of the perspective and the drive and the grit that you need in this industry,” she said. “So it’s not ‘Oh, well, production didn’t do it.’ It’s ‘Okay, somebody give me a hammer and the tape.’”

Caitlin highlighted the value of having different skills and knowledge that can transfer to other industries. She advised students to consider what goes into a job they want and some of their skills or interests that are useful in that and provide a fresh perspective. 

Answering one of the questions from a student, Caitlin said that one digital tool she wished she learned earlier was TikTok. She stressed the importance of being aware of social platforms, knowing how to use and leverage them and staying up-to-date with shifts and new trends. Her advice was to be creative and think about how all of those things apply to your client. 

Finally, Caitlin talked about internships: she recommended thinking ahead, being aware of deadlines (which are often months in advance) and being creative when breaking into your desired industry. Based on her personal experience, she encouraged students to look into companies that people might not necessarily have in mind — for example, PR agencies that work WITH the companies they want to work for.

During Candid Conversations, Caitlin provided insight into the music industry and what it takes to succeed as a PR professional. Her positive energy and drive were incredibly motivating for students to keep improving and working toward their goals.