founder

Multifaceted strategist. Media psychologist.

BACKSTORY + MORE

Thank you for wanting to learn more about my media psychology + digital strategy practice: ruiz mcpherson | media.

My name is Mayra Ruiz-McPherson and I founded this media-centric, freelancing practice — one client project at a time — over the course of 15 years.

For those who may may be unaware, this relaunched and rebranded website represents the latest iteration of my marketing consulting practice, now known as ruiz mcpherson | media.

Media today refers to so much more than “mass media,” a dated term used to describe mass communication forms like broadcasting, newspapers, magazines, and more.

Today’s dynamic media landscape is PERVASIVE.

Modern day media ubiquitously infiltrates every aspects of our lives to some degree; for some more than others.

To make this point, let’s examine a typical day in the life of the average, wired person:

  • Upon first waking, Jane checks her smartphone for emails that may have come in overnight.
  • After showering, Jane wears fitness activity technology to track the number of steps she’ll walk over the course of her day.
  • Jane repeatedly checks her social media throughout the day from a number of different devices.
  • Before she gets home from work, Jane uses apps on her phone to order out for dinner and adjust the thermostat in her home.
  • Late at night while her family sleeps, Jane schedules various online bill payments to pay her utilities and credit card balances.

Like this fictional Jane, countless millions others rely and utilize a variety of media for professional work and for every day living.

In other words, media today has become an essential and immersive aspect of our day-to-day lives.

To understand how and why I’ve gravitated toward media-focused observations like those shared above, and why media psychology has become central to my relaunched practice today, it’s best for me to take you back a few years for helpful context.

So now, let’s go back to 2015. 

By 2015 this time, I found myself at a significant professional crossroads.

In my line of work, which had evolved from initial marketing roots to a more specialized digital marketing offering, it seemed like my market vertical became saturated with countless digital marketing pros dispensing the same digital marketing advice.

Digital marketing blogs, conferences, and events had also become a dime a dozen.

The same could be said for social media marketing (a niche aspect of digital marketing); this space, too, became over-crowded and related topics were, in my view, over-discussed and over-emphasized.

This increasingly cluttered climate got me to start thinking about my practice. I realized I had to do something to improve my consulting brand’s differentiation, but I wasn’t quite sure what “different” would be.

Coincidentally, I myself was ready for professional change as well.

For 20-some odd years, I’d been marketing for all kinds of brands and verticals, and for all types of budgets, people, startups, enterprises, products, and services.

I guess I had started feeling like I needed some new marketing mountains to conquer.

Over the next year or two, I heavily pondered the idea of pursuing a masters degree.

By 2016, I began researching potential grad school programs. There were so many exciting masters degrees to choose from but ultimately, I chose two (yes, two) masters programs to pursue.

In the spring of 2017, I embarked on two concurrent, full time masters programs.

At the time of this writing, I’ve completed the MA in Media Psychology through Fielding, an intensive graduate program which covers many important topics across the following areas:

  • Emerging Media: how social media and the Internet have transformed society
  • Neuromarketing: the psychological impact of media on consumers
  • Transmedia Storytelling: engaging customers and audiences across media technology platforms
  • Audience Engagement: the psychology of finding and engaging your audience
  • Global Media: media effects on society, individuals, and cultures
  • Positive Psychology: how media can be used for socially constructive purposes.
My consulting clients can now reap the benefits of my (a) extensive academic learnings in the realm of media psychology AS WELL AS (b) my immersive, real world marketing, branding, and advertising design experiences.

Digital marketing and media psychology are, in fact, quite intertwined.

For example, in order to gain or increase those clicks, shares, follows, likes, subscribes, and purchases (aka user behaviors) digital marketers always seek as measurable outcomes, one must first better understand a user’s motivations.

Motivation, however, often derives from a multitude of subconcious activity, and the subconscious is an arena that requires delving into the innerworkings of the human brain and its cognitive processes.

Hence why and how media psychology matters in the realm of not just digital marketing but marketing and advertising, as a whole.

For all these reasons, my coaching practice is shifting its focus.

While digital marketing and creative services remain available, my primary direction moving forward will prominently spotlight media psychology-themed writings, conversations, and related content.

Moving Forward

These are EXCITING times for me, for my coaching practice, and for my consulting clients.

I f you’re considering a collaboration, be sure to review the various media psychology services and creative services available.

Please do not hesitate to reach out with any questions or comments.

I look forward to any opportunity where I can help your brand improve media creation, further develop audiences, and transform storytelling initiatives.

Mayra Ruiz-McPherson signature
mayra ruiz-mcpherson, ma, mfa
sr. digital strategist
creative director
media psychologist
@ ruiz mcpherson | media

Content Designer + Art Director

“I was a Creative well before I ever became a marketing technologist.”

—  Mayra Ruiz-McPherson, MA, MFA

Experience Design

Envisioning, prototyping, and designing seamless and high-utility interfaces for mobile and desktop apps that customers interact with and respond to has been a large part of my design career. I’ve led experience design teams both domestically and offshore, and am often retained for my application design expertise and capabilities.

Content Design

Content is a fundamental element of any marketing, advertising, or commercial end product because it’s the content that (a) customers consume and engage with, and (b) creates the brand’s identity and overall experience. When I design a brand’s content aesthetic, I also work to meet the audience’s needs and wants as well as conform to any platform formatting nuances.

Product Design

My experience with product design includes ideating and defining the vision for a new product, revamping an existing product’s roadmap, and just about everything in between, from regular maintainance releases and upgrades to complete product overhauls. The key is to understand that any and all product design is iterative, collaborative, and heavily dependent on a multitude of factors and data sets that influence the product design process.

Advertising Design

Designing for promotions, campaigns, events, and brand identities is how my marketing career first began back in the mid 90s. Anything you can possibly think of that needs design, form, a commanding presence and aesthetic appeal — from signage and collateral to social media content, emails, and more — is what I do best.

My 360° Profile

Digital Leadership

Rely on me to build and lead scalable digital communications programs that deliver tangible results against your key marketing initiatives.

Senior Strategist

I look forward to creating analytical roadmaps, integrative and data-driven strategies aligned to your crossfunctional business goals.

Agency Experience

I’m an experienced strategist and have worked for national and regional brands in digital agency and IT consulting environments.

Let's work together to reinvigorate your brand + excite your audiences

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