Interview Prep - Radio United, LLC.

Tell us about yourself

My name is Iraida Suarez, and I’m currently completing my Bachelor’s in Business Administration with a concentration in Marketing at Texas A&M International University.

Most recently, I’ve been working at the TAMIU Small Business Development Center, where I prepare reports, manage customer service, schedule appointments, and assist in creating marketing materials - for the centers programs and monthly webinars. This role has strengthened my organizational and client service skills while giving me valuable insight into how small businesses operate.

Previously, I interned with Keep Laredo Beautiful, a local nonprofit dedicated to the well-being of the local environment through community cleanups, tree planting initiatives, and public art. I aided in coordinating community events, managing social media, promoting events and informational topics, assisted with grant writing, and collaborating with local organizations. That experience taught me how to engage with diverse audiences and foster partnerships — which strengthened my attention to detail and my ability to collaborate effectively with teams, community partners, and local organizations.

Being bilingual in English and Spanish allows me to connect with the local Hispanic market, which is a key audience for Radio United.

Overall, I’m a creative, organized, and client-focused professional excited to help local businesses grow using Radio United’s multichannel advertising platfor

Why are you interested in Radio United?

I’m excited about Radio United because it helps local businesses succeed combining traditional radio, digital media, and community engagement.

I hopeful with idea of being a Marketing Consultant who can design campaigns that deliver measurable results and impact the local economy.

I’m drawn to your mission of connecting businesses with audiences across Laredo and the Rio Grande Valley, and I see this role as an opportunity to combine my marketing skills, client engagement experience, and bilingual communication to help businesses grow while contributing to the community.

What is your biggest weakness?

I’d say my biggest weakness is public speaking — not in day-to-day conversations, but in formal presentation settings. I tend to get anxious when speaking in front of larger groups. However, I’ve recognized that it’s a skill I can’t avoid, so I’ve been actively working to improve it. For example, through my university’s Honors and Research Program, I’ve taken on opportunities to present my work, even when it felt uncomfortable at first. During my internship with Keep Laredo Beautiful, I also had to deliver presentations, and I spoke openly with my supervisor about wanting to improve in that area of my work. She shared a technique that really helped me — practicing in front of a mirror with a pencil in my mouth to refine clarity and confidence. Over time, these experiences have helped me manage my nerves and focus more on connecting with my audience. While public speaking is still a work in progress, I’ve made significant improvement and continue to challenge myself to grow in that area.

Give an example of a time you had to quickly learn something new to achieve a goal.

When I coordinated a pop-up exhibition as part of the Rio Grande International Study Center for the Laredo Climate Cohort, I had limited experience in event planning for a pop-up exhibit. The project was open-ended — I was told, “It’s all up to you.” So I took the initiative to learn as much as I could. I watched videos on effective techniques to utilize to prevent damages of the prints (I was also in charge of foreseeing the budget, so it was important to not utilize more of the budget in reordering prints), asked questions from experienced peers, utilized previous knowledge from past events I had helped coordinate, and researched best practices. Within a few weeks, I was confident in my work, strategy, and confident in leading the team. These experiences taught me the importance of adaptability and self-learning — skills I can apply as a Marketing Consultant managing multiple client campaigns.

How would you approach a new client who has never advertised with Radio United?

I would start by building rapport and understanding their business goals, target audience, and marketing challenges. I’d ask questions to discover what has or hasn’t worked for them before and listen carefully to identify opportunities.

Then, I would present a customized advertising solution, combining radio, digital, and social media channels to meet their objectives. I would explain the reach and effectiveness of each platform in a clear, easy-to-understand way, using examples relevant to similar local businesses.

"I would like to add that during my time at the TAMIU Honors & Undergraduate Research Program, I had to communicate complex topics in a clearer and simpler way for my writing and presentations. Topics such as AI, machine learning, deep learning, and neural networks challenged me to refine my communication. I believe my time in the program has helped me enhance and develop skills to be a clearer communicator while also strengthening my analytical abilities.

My goal is to help the client see the value and ROI of a multichannel campaign, not just sell airtime.

How do you handle rejection from a potential client?

I understand that rejection is part of sales and not personal. If a client says no, first and foremost I would remain professional, thank them for their time, and ask if I could follow up later with additional ideas or information. Marketing is an ever-changing environment, and I’m the type of person who, if I see something new — like a trend — and it connects with something I’ve seen before, I can correlate them. By asking for their consent to reach out if that happens, I know I wouldn’t come across as pushy or make the company look bad.

I view a ‘no’ as an opportunity to learn more about the client’s needs and timing, and to build a long-term relationship. Maintaining a positive attitude and persistence often turns initial rejections into future opportunities.

How would you handle a frustrated or dissatisfied client?

If a client is frustrated, I would remain calm and listen carefully to fully understand their concerns. I would empathize with their feelings, validate their issues, and clarify what I can do to help.

For example, if there’s confusion about their advertising package or results, I would walk them through the plan, provide data, and propose solutions to address their concerns.

If necessary, I would collaborate with internal teams to ensure the client receives the support they need.

My focus is on turning a negative experience into a positive one while maintaining trust and professionalism.

How do you approach building relationships with new clients or stakeholders?

I believe strong client relationships start with genuine curiosity and active listening. I take time to understand their goals and challenges before offering any solutions.

Once I build that trust, I follow through consistently and communicate clearly.

For example, in my previous role at Keep Laredo Beautiful, I would often interact with local council people, organizations, and partners.

I’ve learned how important it is to listen carefully, ask good questions, and tailor my communication to their needs —

skills that would help me connect effectively with these groups of decision-makers in this position.

How do you design marketing campaigns for clients?

I start by understanding the client’s objectives, target audience, and budget. Then, I identify the right combination of platforms — in this case, radio formats, digital campaigns, social media, and any additional services — to maximize reach and engagement.

I focus on creating a multichannel strategy that integrates messaging consistently across platforms.

Once a strategy and campaign is implemented. I’d track performance metrics to evaluate success and make adjustments as needed.

For example, a local restaurant might combine radio spots on a popular Tejano station with social media promotions and email campaigns to drive foot traffic and build brand recognition. I’d track performance metrics to evaluate success and make adjustments as needed.

How would you sell radio advertising?

I would sell radio advertising by first understanding the client’s business — their audience, goals, and pain points. Many small businesses don’t need a complicated campaign; they need reach and consistency.

I would conduct a CNA to identify what drives their revenue and where their customers listen.

Then I’d show them how radio reaches people in moments of high attention — commuting, working, cooking — and how Radio United’s digital add-ons can reinforce the message.

I wouldn’t just sell airtime; I’d sell a complete marketing solution tailored to their goals, whether that’s more foot traffic, stronger brand awareness, or a seasonal push.

How would you handle a critical customer complaint that could potentially result in lost business?

• Handling a critical customer complaint would first involve active listening to understand the root cause of their dissatisfaction.

• I believe it’s crucial not only to address the immediate concern but also to identify any underlying issues that may have contributed to the situation, as this can prevent similar incidents in the future.

• Once I’ve fully understood the problem, I’d empathize with the customer and apologize genuinely for any inconvenience caused.

• Then, I’d propose a solution based on the company’s policies and the specific circumstances surrounding the issue.

• If necessary, I would escalate the matter to higher management to ensure the best possible resolution is reached.

• Afterward, I’d follow up with the customer to make sure they are satisfied with how their complaint was handled.

• This shows them that Radio United values their business and takes their concerns seriously.

• Ultimately, my goal would be to turn a negative experience into an opportunity to reinforce trust and loyalty between the customer and the company.

How do you measure success in your campaigns?

• I would measure success by evaluating whether a campaign meets the client’s objectives.

• For Radio United clients, this could include metrics like increased website traffic, social media engagement, customer inquiries, or foot traffic in-store.

• I’d also track reach, frequency, and overall ROI to ensure the client sees tangible results. Additionally, I would be up to date in regular reporting and follow-up conversations help maintain transparency and strengthen the client relationships.

How do you communicate complex marketing concepts to clients?

• I focus on clear, simple language, avoiding jargon unless it’s relevant. I’d provide examples, visuals, or analogies to help clients understand how different channels — radio, digital, social media — work together.

For instance, I might explain how a radio ad creates broad awareness, while a social media campaign targets specific audiences and encourages direct action.

The goal is to make clients feel confident and informed about their advertising investment.

Let’s say you’re launching a new local restaurant. I’d explain it like this: A radio ad during morning drive time creates broad awareness—people hear about your restaurant while planning lunch or dinner. I know that when I am on my way to work or school and if I didn’t pack lunch, I am already thinking,” what am I going to have for lunch?”, so implementing that into the minds of radio listeners at 7am or in the evening for dinner can be effective.

Then, a social media campaign can target specific audiences, like foodies in your area, and encourage direct action with a ‘Reserve Now’ button.

Together, these channels work like a funnel: radio builds interest, social media converts that interest into visits.

How would you handle a hesitant or skeptical business owner?

I would acknowledge their hesitation, ask clarifying questions, and focus on understanding the root concern. Many small business owners have been burned by marketing in the past, so trust matters.

I’d provide examples, data, and realistic expectations — not promises.

I’d share how consistency and frequency make radio effective, and how digital elements reinforce the message.

And I’d always follow up with results to show transparency and build trust.

What experience do you have with outside sales?

While I haven’t held a formal outside-sales title, a lot of the work I’ve done has required the same core skills — meeting people face-to-face, building relationships, presenting ideas, and getting partners on board.

Through my event coordination and community-focused roles, I worked directly with local businesses, sponsors, and city departments. I approached organizations, pitched collaboration opportunities, secured support, and maintained those relationships — which really mirrors prospecting and building a client base in outside sales.

With Keep Laredo Beautiful and other community programs, I promoted initiatives, recruited volunteers, and communicated the value of getting involved.

Honestly, the closest experience to a sales role would be my work with grant writing. I had to research, plan timelines, budget, and write clearly to secure funding for a local nonprofit.

All of that required strong communication, relationship-building, and the ability to tailor a message to different audiences.

My research and project experience also strengthened my presentation skills and my follow-through. So even though my background isn’t traditional sales, the work I’ve done lines up closely with the relationship-building, outreach, and communication skills needed in outside sales

What makes you a good fit?

I bring a strong mix of relationship-building, community engagement, event coordination, and communication skills.

In my roles, I’ve worked directly with local businesses, city departments, sponsors, and community organizations to coordinate events, promote initiatives, and build partnerships.

I’ve gained experience presenting ideas, pitching collaborations, and tailoring messaging for different audiences — all of which translate directly into working with advertisers.

I’m bilingual, confident interacting with the public, and comfortable meeting face-to-face with clients.

I’m also very coachable, goal-driven, and motivated to help businesses grow through creative marketing solutions.

• Showing familiarity with digital + traditional media

I’ve worked with both traditional outreach methods and digital tools like social media posts, event promotions, online flyers, and email communication.

So I understand how different channels work together to reach different audiences.

• Working with local businesses

I’ve collaborated with many local businesses, city departments, and sponsors for community events, which gave me insight into what local business owners care about — budget, visibility, and real customer engagement. That’s the same mindset I’ll use when helping them build a successful radio or digital campaign.

• Understanding the South Texas/Hispanic demographic

Growing up in a bicultural community and being Hispanic myself, I understand the values, traditions, and communication styles that resonate here in South Texas. Being bilingual allows me to connect authentically with Spanish-speaking audiences, and I’ve worked with organizations that serve our local Hispanic community. This experience helps me craft messaging that feels genuine — whether it’s using culturally relevant phrases, highlighting family-oriented values, or choosing media channels that our community trusts.

• Community roots

I’ve partnered and volunteered with local city departments, nonprofits, and sponsors, so I’m familiar with the community landscape and can connect easily with local decision-makers.

• Showing focus on results

My approach is always to understand what a business wants — whether it's foot traffic, awareness, or promoting an event — and then recommend a marketing strategy that actually supports those goals.

I want clients to get real value, not just airtime.

• Giving Radio United examples

If a client wants more people in their store, I would propose a radio campaign combined with a small digital push — maybe a social media giveaway promoted on air. If they need brand awareness, I’d recommend consistent radio placements (brand awareness) paired with digital display ads (reinforce that message when the same person later browses news sites or social media).

• Emphasize your discipline

In my previous roles, I regularly managed deadlines, coordinated partners, and delivered results under pressure. One of the strongest examples of my discipline is securing grant funding for a local nonprofit (KLB) through research, writing, and strategic planning. That experience required goal-setting, persistence, and the ability to present a compelling case — all of which translate well into meeting sales targets and building strong proposals for clients. I’m very goal-driven, and I plan to apply that same level of focus and follow-through to achieving and exceeding sales goals here at Radio United.

•  Show readiness to learn their products

I’m quick to learn new systems and products. I would study each station’s audience and format so I can confidently match clients with the right station and campaign structure.

•  Demonstrating long-term follow-through

"In my previous roles, I’ve managed projects that required consistent follow-through over long timelines, that being, coordinating community events, working with city departments, securing sponsors, or completing grant research and writing. Those projects required regular check-ins, organizing multiple moving parts, and making sure every partner stayed updated and aligned. That same skill set translates directly into maintaining a sales pipeline, tracking prospects, and following up with clients consistently. I’m very comfortable managing ongoing relationships and making sure things move forward — which is essential in outside sales.

• Being collaborative

I’ve worked with diverse teams — city departments, local groups, volunteers, sponsors — so I’m used to collaborating, communicating openly, and supporting team goals.

• Community-positive alignment

Radio United emphasizes community connection, and that’s something I’ve always been involved in. My background with local organizations and public engagement fits well with a company that values local impact.

• Creative, energetic fit

I enjoy creative environments, sharing ideas, and contributing to campaigns. I like being in fast-paced roles where I’m meeting people, solving problems, and staying active — which fits the energy of radio and sales.