She Moves The Game Spotlight: an interview with Paula Segura

Can you tell me a bit about your current role and what it involves?

Officially, I’m a ‘storyteller,’ encompassing the roles of social media content creator and community manager. This content ranges from short-to long-form and is shared on the official Sevilla FC TikTok, Instagram and YouTube accounts for their millions of followers worldwide.

Can you share something about your career journey? What inspired you to get involved in a typically male-dominated industry?

I never considered that there are men’s jobs and women’s jobs. Essentially, I came to Sevilla FC looking for an internship as part of my university degree and Sevilla FC TV was offering a short-term position as a camera operator and editor. Three months after finishing the internship, the club offered me a paid position for 6 months and I stayed until the outbreak of COVID-19. Two years ago, and after the pandemic, I returned to the club to join its social media department in my current role.

What have been the most significant milestones or achievements in your career so far?

Working for a first–division football club with such a decorated European history is a great achievement and something I don’t take for granted. It takes a lot to get to this position and work in an elite sporting environment, creating content around some of the best players in the world. I know how many people would love to have this opportunity.  

If I had to choose the work I am most proud of, I would highlight my content on the Sevilla FC TikTok account and a documentary called ‘Mi Arma’ which I made on Filmin.

What Sevilla FC content are you most excited or proud of?

In general, I am proud of the content that receives the most engagement, whether that be views, likes or positive comments, and crucially receiving recognition for my work from colleagues or friends.

At the same time, to see the department improving both in terms of the quality of our ideas and the work we publish is also hugely satisfying. Behind our work is such a close-knit team – it’s a pleasure to work with such great colleagues.

What challenges have women traditionally faced working in Spanish football? 

While I haven’t personally encountered this in my career at Sevilla Football Club, I do believe that, in industries that have traditionally been dominated by men, there is still a sense of male chauvinism and patriarchy.

As a woman working in a world where there is a higher percentage of men, the biggest challenge is not to let yourself be affected by this. You have to try to ensure that your work or opinions are not undervalued just because of your gender. It’s crucial not to doubt your worth and instead use your position to set an example to other women.

What might the future of social media content creation for women look like in ten years?

I think that in ten years there will be more women working in this sector, and it will be more common to see women working in the media on the pitch and on our screens. There will be more visibility in that respect.

I just want any individual to have the ability to pursue the career they want, without making a distinction by gender or sex. It doesn’t matter if you are a man or a woman, the important thing is to enjoy your work and do your job the the best of your ability.

What is it like to work in an elite sporting environment, producing content with some of the best athletes in the world?

Personally, what I like most about the film world is the ‘behind-the-scenes’ access, in my case, providing the ability to work with world-class footballers. Having the chance to meet people you have only ever seen on a screen and learn about their backstories through conducting interviews and creating videos for social media is something I love. You really get to know the people, so it’s an incredible experience.

What is a typical matchday like for you? What does your role consist of?

My main role on a matchday is to create content for social media, mainly focused on the ‘Inside‘ perspective of the match experience – this includes all areas of the stadium, before, during and after the game. I will record footage that is then turned into long-format content for YouTube and short-format for Instagram and TikTok.

A matchday for me mainly consists of recording all those little details that people don’t usually see or that aren’t captured on TV. It’s about providing the fans a different angle from which to view and understand their favourite team. While this content is usually focused on the players, it also includes interaction with supporters and special guests invited to the game by the club. So from the moment the players arrive until they leave, I’m with camera in hand, recording everything that goes on behind the scenes. Over the next couple of days I will edit that content and publish it on our YouTube channel.

Going forward, what steps do you think can be taken to further promote women’s participation in the sports industry? 

The next step is to stop seeing an employee as male or female. Instead, focus on valuing the person for their skills, abilities, desire and overall contribution.  

What advice would you give to women who want to start or advance their career in the sports industry?

Not to let herself be stepped on and not to feel excluded as she belongs to a team like anyone else. And, fundamentally, never be silent in the face of injustice.

We hope you enjoyed reading about Paula’s inspiring career and incredible work.

You can find out more about Paula via her LinkedIn.

Keep an eye out on our website and LinkedIn as we continue to highlight extraordinary women in sport through She Moves The Game.