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Each week, we spotlight Marketing Brew readers in our Coworking series. If you\u2019d like to be featured, introduce yourself here.<\/em><\/p>\n Mayte Alquicira is marketing and operations manager, loyalty, at Cin\u00e9polis Cinemas USA, a luxury theater brand. She\u2019s also worked as the brand\u2019s guest experience manager and supported the brand\u2019s expansion into international markets.<\/p>\n How would you describe your job to someone who doesn\u2019t work in marketing? <\/strong>I help create emotional connections between moviegoers and our brand. My role is all about designing the journeys, from first visit to lifelong loyalty, that make people feel seen, valued, and excited to come back. It\u2019s part storytelling, part strategy, and part data detective work.<\/p>\n Favorite project you\u2019ve worked on? <\/strong>Redesigning and upgrading our Cin\u00e9polis Rewards program. We took a deeply customer-centric approach grounded in data but brought to life through storytelling and emotional connection. It wasn\u2019t just about points and perks; it was about building a loyalty experience that felt personal, rewarding, and human. The most fulfilling part? Seeing members reengage because the program finally spoke to what they actually value.<\/p>\n What\u2019s your favorite ad campaign? <\/strong>The e.l.f. x Chipotle collab. It\u2019s such a bold example of creative crossover: two seemingly unrelated brands coming together in a way that just works. That kind of surprise-and-delight moment is the best proof that when you understand your audience and have a smart creative team, the possibilities are endless. It\u2019s the ultimate flex of efficient, unexpected brand synergy.<\/p>\n Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n One thing we can\u2019t guess from your LinkedIn profile: <\/strong>I\u2019m a certified yoga instructor! Yoga keeps me grounded and teaches me to approach challenges with curiosity and compassion. I\u2019m currently building an online yoga studio that blends movement with mindfulness, especially for people navigating busy lives.<\/p>\n What marketing trend are you most optimistic about? Least? <\/strong>I\u2019m most optimistic about AI and personalization. When done well, it creates space for more relevant, thoughtful interactions that genuinely improve customer experience.<\/p>\n But I\u2019m least optimistic about AI when it replaces rather than enhances the human touch. Brands risk becoming robotic and indistinguishable if they lose the heart behind the message. Efficiency shouldn\u2019t come at the cost of emotional connection.<\/p>\n What\u2019s one marketing-related podcast\/social account\/series you\u2019d recommend? <\/strong>Because of Marketing on Instagram. It\u2019s a quick-hit inspiration board for marketers. I also like the podcasts How I Built This<\/em> with Guy Raz, which features real stories of entrepreneurs and the power of brand-building, and Subscription Stories<\/em> with Robbie Kellman Baxter\u2014I\u2019m fascinated by subscription models, and this one\u2019s full of insights. And while not directly a marketing podcast, Pop Culture Happy Hour<\/em> by NPR offers an incredible lens into how audiences perceive media\u2014a great resource for anyone in entertainment marketing.<\/p>\n<\/div>\nGet marketing news you’ll actually want to read<\/h5>\n