'HER STORY' with Carolina Barreiro

Welcome to Her Story, a new interview series by the ShowHeroes Group Women’s Network, dedicated to exploring the unique and inspiring career journeys of women in our industry. At ShowHeroes, we’re committed to empowering and inspiring women to take charge of their careers.  Through candid conversations with professionals from diverse backgrounds, this series aims to provide valuable insights, career advice, and personal stories that empower and guide women in their professional growth.

 

In this edition of Her Story, Carolina Barreiro, Regional Director of Supply LATAM at ShowHeroes, reflects on over two decades in media, from her early days at a local radio station in Brazil to leading strategic growth across Latin America.

 

Carolina shares how career-defining moments, strong female role models, and an unexpected love for Business Development shaped her leadership journey. Her story is filled with lessons on resilience, self-awareness, mentorship, and what it truly means to grow — not just as a professional, but as a partner, a mentor, and a woman in a constantly evolving industry.

 

Let’s get started, please introduce yourself. What’s your name, your profession and why are you excited about this topic and the interview?

 

Hi, I’m Carolina—feel free to call me Carol! I was born and raised in Salvador, Bahia, Brazil’s first capital, a vibrant place that shaped who I am. In 2006, I moved to Spain to study, and I’ve called it home ever since. I’ve been working in marketing and advertising for 24 years, kicking off my career back in 2001, and I’m still passionate about it!

 

I have a degree in Social Communications with an emphasis in Advertising from Brazil and later pursued a Master’s in Public Relations at the Universitat de Barcelona. Currently, I work as Regional Director of Supply for LATAM at ShowHeroes, but my journey in media started offline, as an intern in the Artistic Production department of a local radio station in my hometown.

 

At the time, I didn’t realize it, but that internship gave me the opportunity to do what I love most: talk to people, understand their needs, support their projects, and build strong relationships.

 

A curious anecdote from that experience? The internship team was dismissed on a day no one will ever forget: September 11, 2001. We were in the newsroom, watching the tragic events unfold, when we were informed that the project was shutting down, and the station would become news-focused.

 

Since then, my career has taken me through two media agencies, marketing departments in various companies, including an American multinational and a fashion brand—until 2009, when the digital world found me. And I’ve never looked back.

 

What is career growth to you?

 

If I had to define career growth in one sentence, I’d say: It’s about reaching a role where you’re confident enough to empower others while continuously evolving yourself. This means not just achieving a position of influence but using that platform to mentor colleagues, inspire innovation, and foster a culture of growth—while staying open to personal development and new perspectives throughout your journey.

 

For me, career growth means building connection, trust, and value. I don’t just aim to sell solutions—I strive to be a reliable partner for publishers and advertisers, which drives my professional journey. This involves deeply understanding their challenges, offering tailored strategies, and cultivating long-term relationships built on mutual respect. It’s about going beyond transactions to become a trusted advisor, someone they rely on to navigate industry shifts and seize opportunities, which has been the cornerstone of my career progression.

 

Whether transitioning from offline to digital, navigating the rise of CTV, or repositioning a product, I’ve learned to embrace change, tackle challenges, and keep adapting. The shift from traditional media to digital required mastering new technologies and rethinking audience engagement, while the early days of CTV demanded quick learning about streaming ecosystems and ad innovations. Each experience has taught me resilience, the importance of staying curious, and the value of proactively seeking growth opportunities, ensuring I remain agile in an ever-evolving industry.

 

What, when and who was most impactful or inspiring for you to grow your career? (That sort of aha moment.)

 

My biggest inspirations come from my family, especially the women who never backed down despite societal limitations. Both my grandmothers had big ambitions—one wanted to be a doctor, the other a pianist—but marriage forced them to give up their careers. Still, they pushed boundaries. My pianist grandmother became the first woman in her region to wear pants and drive—a small act today, but groundbreaking at the time. My mother and aunts also exemplified resilience in different ways.

 

Beyond my family, a former boss played a key role in my career growth. As Head of Video Traffic, I hadn’t yet recognized my own strengths, but he did. He moved me into a Media Director role in LATAM (my AHA moment), where I discovered my true potential—building relationships, understanding needs, and driving impact.

 

That decision changed everything. I found my passion for LATAM, not just because I’m Latina, but because of its rich cultural diversity, unique business dynamics, and high growth potential. I feel fortunate to contribute to its development.

 

That one decision—made by someone who recognized my strengths before I did — completely shaped my career.

 

What can women do to advance in their careers faster and push for that career growth? Why does it matter?

 

Make your work visible. Don’t just play down your achievements or say “sorry” too often, or assume that your hard work will speak for itself. The reality is—it won’t—unless you actively highlight your impact. Don’t wait for recognition; take the lead in showcasing your value to others in the room.

 

Surround yourself with people who will speak your name when opportunities arise. These individuals challenge you, push you forward, and help you grow—much like the supportive community that has shaped me.

 

Find a mentor. One of my colleagues, a brilliant professional by the way, provides me with regular feedback—not just on my strengths, but on my blind spots as well. She helps me see both my lights and my shadows with an honest, reflective, and growth-oriented perspective. Her mentorship drives continuous improvement through thoughtful advice.

 

And just as she lifts me up, I aim to do the same for others. The more we create spaces for women in leadership, the stronger we all become. Representation matters. When women advance, industries change, bringing more innovation, diversity, and success—especially when they are supported by strong female leaders.

 

This isn’t just personal—it’s about breaking barriers for the next generation. I owe it to my daughter, to ourselves, and to those who come after us to push forward, claim our success, and create more opportunities for women in leadership.

 

Which field or area was most impactful for you to advance in your career? Is there one or more?

 

If you had asked me years ago, I would have never said that Business Development would be the most impactful area in my career. In fact, I used to hate the idea of working in Business Development — because I didn’t truly understand what it meant. For a long time, I saw Business Development as a transactional, numbers-driven process, something that didn’t align with my natural strengths. But I was completely wrong. What I eventually realized is that Business Development isn’t about pushing a product or closing a deal—it’s about people.

 

It’s about getting to know people, talking to them, reading them, understanding what they need—even when they don’t say it outright.  It’s about building relationships that last beyond a single transaction.  It’s about trust, strategy, and positioning yourself as a partner, not just a seller.

 

This shift in mindset didn’t happen overnight. It was shaped by a great leader—the same boss who was responsible for my biggest AHA moment. I worked under his leadership for 11 years, and during that time, he completely changed the way I saw Business Development, Sales, and leadership.

 

I started in Delivery, and back then, I was a bit of a rebel—focused more on execution than on the human side of the business. But he taught me that success in Business Development and Sales isn’t only about the product—it’s also about the relationships you build.

 

That lesson changed everything for me. It helped me evolve into a strategic partner for publishers, someone who doesn’t just sell, but who adds value, solves problems, and strengthens long-term collaborations.

 

Business Development turned out to be not just a skill, but a foundation that shaped the way I communicate, negotiate, and lead.