Sonia Carbajal
Sonia Carbajal
on set and in motion

I grew up in Washington State, near the beautiful Mt. Rainier, raised on quesadillas and the famous scones and jam at the local State Fair. When I moved to New York to pursue my dreams, I truly found myself. My storytelling style is partially influenced by those experiences, my family heritage, and all the inspiring role models in my life. I’m passionate about creating heartfelt, uplifting, inclusive content, and staying abreast of the latest content trends on the internet.

I recently closed out an incredible chapter as Senior Producer for MTV, bringing pop culture moments to fans in real time. In my role as lead producer for MTV International Social, I spearheaded global digital production and post efforts for MTV & Paramount+ music series, award shows, and tentpole events – earning the Localization, Strategy & Engagement Category Shorty Award in 2023. On the MTV Brand side, I led the piloting of new social-first formats collaborating with A-list talent like Cynthia Erivo, Stray Kids, and Nessa Barrett. I also interviewed fan favorites like: TINI, Destin Conrad, GloRilla, and The Weeknd, while also carefully curating scroll-stopping clips from the iconic MTV archives. As a Social Producer for the 2024 VMAs, our team cemented the show as the No. 1 most social telecast in history and the No. 1 trending topic worldwide, and across 26 countries, on X.

As Senior Supervising Producer at In The Know by Yahoo, I lead a team of 8+ producers and 3 Supervising Producers. I strategized with our Head of Programming to create content and make team recommendations. Under my direction, we created viral and SEO-driven videos that contributed to increasing our on-site traffic and revenue OKR’s. I managed our team’s ‘Tried It’ series and increased unique viewers by +235% on Snapchat. I am also proud that my team grew our TikTok channel to over 1M subscribers in 6 months under my leadership. The top performing producers on my team exceeded their 28M viewership goals every month, as we continued pacing as a trending leader of Gen Z content.

As Executive Producer for Wild Sky Media, I oversaw the global Production and Post-Production departments (Bangkok, California and New York). In addition to creative oversight as the lead of all WSM brands’ video content, winning the 2020 Webby Award for The Greatness of Girls project. During my time at Wild Sky, I launched our bilingual (spanish & english) audio department that successfully increased company revenue with many sponsorship partners. In my role, I helped our sales team maintain client relationships and partnerships by exceeding performance goals across our social platforms.

Outside of my “office” work, I am a proud core team member of the International Sports & Music Project. At ISMP, our mission is to make the world a happier and healthier place by increasing access to sports and music programming in schools, shelters, and refugee camps around the world.

Thanks for stopping by!

 

Portrait photos on this site courtesy of Brianna Mancini

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