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Employee Spotlight – Natália Leão: “The challenging and beautiful part of social listening is turning the data into actionable insights.”

In the Employee Spotlight series, we meet with Convosphere’s team members to find out who they are and what their job roles involve. In this interview, we talk to Natália Leão, one of our senior managers.

Q: Where are you from and where are you based?

A: I’m originally from Brazil but right now I am completing my master in Innovation and Technology in Porto, Portugal.

Q: How many years experience do you have of social listening?

A: I have over 10 years of experience working with digital strategy and for the last two years I’ve been focusing on social listening.

Q: What’s the most challenging thing about being a Social Media Analyst?

A: I think the most challenging part is to ensure we are doing social listening and not only social monitoring, to really take that data and provide our clients with actionable insights that they can actually use in their strategies. That’s the challenging and beautiful part of social listening.

Natália by Douro River in Porto.
Q: What do you most enjoy about your job?

A: I love working with such a multicultural team! We have offices from America to Japan. I always learn something funny or new, be it about the culture in Azerbaijan or an old Chinese custom.

Q: What has been your favourite project at TCA?

A: I’ve enjoyed the automotive projects. To be honest, I’m not a big fan of cars but I have experience working with brands like Toyota and Ford in Brazil. It’s always interesting to measure customers’ opinions and take real insights to act on behalf of customer service and dealership and to compare all these between different markets.

Natália by the Dom Luís I Bridge in Porto.
Q: Can you share a funny expression or proverb in your language?

A: In Portuguese we probably have more slang expressions than proper language, haha. One that I think summarises Brazilians’ attitude to life is the expression “Rir pra não chorar”, which would translate to “you have to laugh, not cry.” This means that in front of adversities we have to stay happy. This corresponds well with the many crises Brazil has been through in the last few years and the many internet memes we’ve got out of them. If we got a dollar for every meme we produce, the country would be out of the crises in no time.

Q: What would be your dream holiday?

A: Enjoying good food around the world – preferably without putting on any weight!