9/15/21

Celebrating National Hispanic Heritage Month with Sandra Obregon, Marketing and Media Strategist at KENS5

At TEGNA, we are proud of our diverse and inclusive culture, where all employees are encouraged to be their authentic selves. For Hispanic Heritage Month, we’re honoring the culture and contributions of #TeamTEGNA’s Hispanic and Latino Americans. Today, we’re celebrating Sandra Obregon, Marketing and Media Strategist at KENS5 in San Antonio.  

At TEGNA, we are proud of our diverse and inclusive culture, where all employees are encouraged to be their authentic selves. For Hispanic Heritage Month, we’re honoring the culture and contributions of #TeamTEGNA’s Hispanic and Latino Americans. Today, we’re celebrating Sandra Obregon, Marketing and Media Strategist at KENS5 in San Antonio.  

At TEGNA, we are proud of our diverse and inclusive culture, where all employees are encouraged to be their authentic selves. For Hispanic Heritage Month, we’re honoring the culture and contributions of #TeamTEGNA’s Hispanic and Latino Americans. Today, we’re celebrating Sandra Obregon, Marketing and Media Strategist at KENS5 in San Antonio.  

Then: Talk about your career path, how you got to where you are today at TEGNA. 

My career path came to be by chance or fate, however, you’d like to see it. It was 1995 and I was a Freshman at San Antonio College, majoring in Bilingual Education. One day, a job posting for “Bilingual Administrative Assistant” came through our department, and I thought “I am perfectly bilingual, and I know how to type, I am a Bilingual Administrative Assistant!” That move would change my life. I was 20 years old and hired on the spot at Sosa, Bromley, Aguilar & Associates (SBA&A), the first and top Multi-Cultural Marketing firm in the country.  

My job at SBA&A lasted until I was laid off during the 2008 recession. As icing on the cake, advertising budgets are the first to go, and multi-cultural budgets even faster!  

 I soon realized it was a blessing in disguise. I’ve made millions for others, it’s time to make them for me! I joined forces with other senior execs that were laid off and created Emprendedora – a virtual multi-cultural marketing collaborative. Emprendedora grew from $0 to $2 million in less than six months and continued the growth over 10 years. Attributing our success to the collaborative partnerships and recognizing the value of this approach to the international economy, Texas Governor Greg Abbott named Emprendedora “Woman-Owned Small Business of the Year” during the Texas Wide Open for Business Inaugural Governor’s Business Forum in 2016. 

Now: What is your current role at TEGNA?   

After owning my business for 10 years, in 2018 a unique position presented itself at KENS 5 here in San Antonio that I could not resist. Why was unique? My role did not exist at any other competitor, and in addition to TEGNA’s television, radio, and digital assets, in San Antonio, we also represent Spanish-language TV partner, Estrella TV. As Marketing & Media Strategist for the sales department, I am responsible for helping our teams not just sell, but sell smarter. 

My Halo Moment: What was the most rewarding project you’ve worked on at TEGNA?   

I am not responsible for specific projects. I am involved at different levels in pre-sale, prospecting, post-sale, sales strategy, and training. EVERY TIME someone sells, I know I have made an impact.  

Good Company: What does being in good company mean to you?   

Coming back to corporate America was a big leap in my career. When my family asked me why I chose KENS 5, I would always say “por que son buena gente.” That means “good people” in Spanish. I was ecstatic when we launched the Be in Good Company branding campaign! 

Note to Self: What advice would you give yourself looking back on earlier days in your career?   

I would change nothing. Everything I have experienced in the last 25+ years has been a lesson.  

Tangible & Emotional Intelligence: What advice would you give to someone looking to work in media/sales/marketing?   

  • – Network, network, network. You never know who you’ll meet!  
  • – Always present with confidence. No matter what you sell. You are the expert! 
  • – Don’t burn bridges. This industry is small. 
  • – Learn from your mistakes and move on. Every day is a new day. 

PRIDE: Why is Hispanic Heritage Month important to you?   

It makes me proud to share my culture with you! 

Ready to be in Good Company?