Young Pros Spotlight
Ian Hobkirk Herrero
What is your role / current company?
Marketing Manager/Beatgrid
If you could give one piece of advice to other Young Pros, what would it be?
Here’s the thing: when you’re young, ambitious, and dead-set on building a successful career, it’s easy to throw yourself into the grind, dedicating those first 5-10 years to a company, working insane hours just to feel like you’re ‘making it’ or getting validated. But here’s what I’ve learned—the hard way: that company? It’s not you. And one day, they might make a call or say something that clashes hard with your values, and suddenly, all those 60, 80, even 90-hour weeks start to feel like a pretty raw deal. Burnout? It’s real, and it hits hard.
The silver lining is realizing you’ve got to know what you want at every moment. Not because it’s tied to some ‘big goal’ that you’re supposed to chase, but because it’s fulfilling right now. Yeah, there’s this whole grind culture—work now, ‘maybe’ enjoy it someday—but if that ‘someday’ never shows up the way you expected, what’s the point? So, here’s my advice: do what feels right for you, not just what looks good on paper or for your company. Corporate life will always be corporate life, with its pizza parties and pats on the back, but at the end of the day, you are you. And honestly, not to sound cheesy, but YOLO—so make sure you’re living for you, not for someone else’s vision.
What is your greatest professional achievement?
Honestly, my proudest professional accomplishment isn’t about what I got out of any company I worked for—it’s about who I became through the experience. Putting in all those hours and grinding for others taught me resilience, grit, and gave me a clearer sense of my own worth. Looking back, I’d do it all over again, but not for the tangible rewards or recognition, which honestly didn’t always feel fully appreciated. At the end of the day, this journey has been about building *me*, not just checking boxes for someone else’s goals.
What is your biggest professional challenge?
My biggest professional challenge right now is making the move to the US or Southeast Asia, and working there for a few years. I’m based in the Netherlands as an expat, and while I love the journey here, I feel this pull to explore new places and take on fresh challenges. Meeting people and connecting with different places feels like it’s just part of who I am—probably thanks to my dad, who was also an expat. He moved to Spain at 27 after traveling and working around the world, so I guess that adventurous spirit runs in the family.
How has being an ARF Young Pro Member impacted your career?
Being an ARF Young Pro member hasn’t impacted my career *yet*, but that’s on me—I haven’t fully tapped into the opportunities or taken action to make the most of it. I know there’s a lot of potential there, so it’s really up to me to dive in and start capitalizing on what it offers.
Do you have a favorite campaign or activation? What made it stand out for you?
One of my favorite campaigns was our influencer partnership with Televisa Univision to drive awareness and installs for Jagger, our market research app. We collaborated with TikTok influencers who resonated with our target audience and created authentic content that instantly built trust and excitement around Jagger. By choosing TikTok, we leveraged a platform with high engagement among younger, mobile-savvy users, using short, dynamic videos that encouraged interaction. The campaign’s success came from this authenticity combined with real-time optimization, allowing us to refine targeting and content based on immediate feedback, which ultimately drove significant increases in app installs and brand awareness.
What is one example of a company or brand that you think is doing a great job?
Liquid Death is doing an amazing job. They have redefined marketing and branding in soooo many ways!
What is one thing you have seen on the Internet recently that made you smile? Work-related or otherwise? (PG 13!)
Recently, I came across an article discussing Fred Again’s innovative marketing strategies and his rapid ascent to global stardom. His approach to authenticity and consistency in engaging with fans is truly inspiring. Fred Again’s use of social media to share raw, behind-the-scenes content, along with his unique storytelling through music, has created a deep connection with audiences worldwide. This blend of genuine interaction and creative talent not only showcases his musical prowess but also highlights the power of personal branding in today’s digital age.
What’s your dream job? (If money was no object, what would you do?)
If money were no object, my dream job would be working full-time as an advocate for raising awareness about dark-sky conservation. I’d love to travel to communities worldwide, helping people understand the profound impact of light pollution on our health, ecosystems, and cultural experiences. Being part of the International Dark-Sky Association (IDA) has shown me how much we can do to protect our night skies and, by extension, our environment and well-being. There’s something incredibly fulfilling about helping people reconnect with the natural world, restoring dark skies, and ensuring that future generations can experience the beauty and inspiration of a starlit night.
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