Meet Mitso’s Brand Communications Manager

We added a new member to the Mitso team this summer, and we think it’s high time you’ve met her!

Joining us from the PR world, Cait Córdova brings with her nearly 10 years of experience managing brands and delivering impact for clients across industries and global markets. We sat down with Cait to talk through her background, current roles and responsibilities, and of course, see what her time at Mitso has been like so far.

First things first – what is a New Yorker doing in Newry?

A good question! No, I’m joking… I moved here about four years ago because I’d always wanted to try out living abroad, and when I got the opportunity to do a master’s at Queens [University Belfast] I packed my things and made the jump.

Despite my constant moaning about not being able to find decent pizza or bagels (actually, scratch that – Bodega Bagels is fantastic, and I think they just opened a permanent location in Belfast) I love living on this side of the pond. I even met my now-husband here! So, I guess true love for okay-ish pizza… that’s nearly a fair trade.

Well, we’re certainly glad you stuck around! Could you tell us a bit about your role at Mitso, and how it might differ a bit from your more traditional PR experience?

There are a few key day-to-day differences but the through line is that it always comes down to storytelling – having a deep understanding of a client’s identity, values, and goals and then delivering compelling messages that resonate with their target audiences.

While there’s usually collaboration between the marketing and PR teams anyway, a purely PR-focused role centres more on earned media relations, developing organic content, and advising clients on their external and internal engagements.

I’m still doing all those things at Mitso (except maybe less on the media relations front… not so much pitching!), but the campaigns I create now go across a variety of channels, such as digital marketing, email, social media, and paid advertising. There’s more of a constant analytics component as well – that’s not to say that PR isn’t data-driven because it definitely is, but I’m monitoring things like campaign performance and website analytics now, too.

What’s been your favourite project at Mitso so far?

This is a total cop-out, but I couldn’t pick just one. I’ve hit the ground running since joining Mitso, and have worked with a ton of really great clients in the process.

I got to be part of my first website build with Dublin Belfast Economic Corridor (DBEC), an especially rewarding project because I was able to help showcase all the incredible opportunities that the region has to offer. It was definitely a tough project, working across all the different regions and teams involved, but I’m really proud of the result and we’ve received so much positive feedback.

I’m also not long back from joining SUKI at one of their latest partner events which was a ton of fun. Founder Oscar Woolley gave us a masterclass on tea, and the Lisburn facilities are very cool. I really love their brand story (not to mention their tea… my newest guilty pleasure is their sublime Belfast Brew. I have at least 2 cups a day).

Most recently I had the pleasure of helping launch KOTA, who’s really changing the game when it comes to how we approach workplace training and what it means to be successful. From crafting their brand identity and core messaging to creating a new website it’s been quite a journey. I can’t wait to see what they do next!

Do you have any advice for other brand managers about how to best support and represent clients?

It might seem like a no-brainer but… become an expert in your client’s brand. You can have all the technical skills and industry knowledge as a brand professional but what really makes the difference is how innately you get to know your client. When you understand their goals, values, and audiences, you can craft campaigns and messaging that truly resonate, drive engagement, and deliver real results.

Also, prioritise authenticity! I can’t tell you how hard I roll my eyes when I see a brand use the completely wrong tone of voice for what they do just because it’s sort of trendy (everyone wants to be snarky like Ryanair these days, for example, but it only works because people already have a love-hate relationship with the brand).

Make sure whatever you do, you’re being honest about who you are. People aren’t stupid, and they can actually resent brands that try to pass themselves off as something they’re clearly not. Focus on owning your corner rather than trying to jump on the general bandwagon! That’s where the real impact is made.

Give us a shout today to find out more about what we do, and how we can collaborate on your next project!