Meet Paulette Morales | UGC Creator & Social Media Manager

We had the good fortune of connecting with Paulette Morales and we’ve shared our conversation below.

Hi Paulette, we’d love to hear more about how you thought about starting your own business?
Honestly, starting my own business wasn’t something I planned from the beginning—it just came together naturally. During the pandemic, I became more focused on social media strategy as I saw how many brands and businesses struggled to build engagement when they were forced to rapidly transition to digital platforms. While working towards my Marketing degree at UC Riverside and taking courses like Marketing Research, Digital Marketing, and Consumer Behavior, I found myself constantly thinking of ways I could help these businesses strengthen their digital presence, storytelling, and content creation.

After graduating, I worked as a social media coordinator at a nonprofit, where I gained valuable hands-on experience in digital strategy and social media management. This role taught me a lot about how to connect with audiences online. Fast forward to the end of 2023, I left that position to pursue a more creative path and find a company where I could grow in that direction. I planned to apply for new positions, but in the meantime, I wanted to strengthen my content creation skills, as social media management and content creation go hand-in-hand, and I’ve always enjoyed both.

Initially, I thought of diving into brand photography to create professional visuals for businesses—something I’ve always wanted to do. I knew this would take time, investment in a camera, and learning from scratch since I didn’t have experience with professional photography. It’s still something I’d like to explore, but around the same time, I started seeing a lot of buzz about user-generated content (UGC) on social media, and it just clicked for me. UGC combined everything I loved: creativity in content creation, a strategic approach, and the chance to create impactful content using my phone. It also allowed me to apply my background in digital marketing and social media management, which I was thrilled to continue.

​​What excited me even more was that UGC opened the door to working with larger brands, beyond just the local businesses I’d originally thought of. I saw this as an incredible opportunity to grow in new and exciting ways. I realized, ‘This is what I’ve been looking for—I have to give it a try!’ So I did, even without having everything figured out or knowing exactly where it would lead me. I’ve loved every step of the journey, and in just a year, the opportunities have been amazing. I’m just grateful I took that first leap, as I continue to learn, grow, and enjoy the process every day.

Let’s talk shop? Tell us more about your career, what can you share with our community?
*Please tell us more about your work. We’d love to hear what sets you apart from others, what you are most proud of or excited about.*

I’m a UGC creator and social media manager, and my work revolves around creating authentic content and implementing strategies that help brands connect better with their audiences and drive meaningful results. User-generated content is all about being relatable and engaging, helping brands build genuine connections with their community. For me, this work is the perfect mix of creativity and strategy. I get to express my ideas in ways that resonate with people but also serve a clear strategic purpose. This is also why I pursued a career in marketing; I love that it has so many creative areas to explore but it also maintains the structure and strategy I find so fulfilling and important. It’s the perfect blend, allowing me to dive into creative work while also ensuring everything I create has a clear direction and impact.

What really sets me apart is my adaptability and openness to continuous learning. Social media is constantly changing—new trends, updates, and audience expectations are always emerging. Because of this, I’ve learned to embrace change and keep an open mind. This approach allows me to keep my work fresh and relevant, ensuring it stands out in a crowded space.

I’m really proud of the connections I’ve built through my work and the positive feedback I receive from clients. It’s rewarding to see how authentic content can make a difference for brands, and I’m excited to continue growing and evolving in this field.

*How did you get to where you are today professionally? Was it easy? If not, how did you overcome the challenges?*

My journey with UGC and social media hasn’t always been easy, even though I truly love what I do. One challenge that comes to mind is knowing when to give yourself a break. Being my own boss means wearing many hats—reaching out to brands, negotiating contracts, scripting, filming, editing, researching, tracking analytics, responding to client feedback, and more. There’s so much behind the scenes that people don’t see, and without boundaries, it can easily lead to burnout.

Learning to pace myself has been key. I’ve found that setting routines and intentional boundaries—like dedicated work hours, regular breaks, and time away from screens—helps me maintain my energy and creativity. This balance keeps me motivated, enhances my creativity, and makes the journey much more enjoyable.

Every challenge has taught me something valuable and shaped me into the creator I am today. Through resilience and adaptability, I’ve learned to embrace the ever-changing world of social media and continue evolving in my field.

*What are the lessons you’ve learned along the way? What do you want the world to know about you or your brand and story?*

I’ve learned many lessons along the way. But one of the most important, especially this year, is to let go of comparison. The UGC and digital space in general are incredibly competitive and crowded, and early on, I found myself caught up in comparing my work, my progress, and even my approach to that of others. I quickly noticed that this habit often left me feeling drained, unmotivated, and even questioning my capabilities. There were times it made me feel like quitting altogether. I’ve come to realize how discouraging this mindset can be. By focusing on what makes me unique—my own perspective, skills, and values—I’ve learned to stay authentic to my own journey without getting distracted by what others are doing.

Letting go of comparison has allowed me to enjoy the process so much more, appreciating my own pace and progress. It has also helped me build more genuine connections with clients and my audience, because I’m showing up as my true self. I’ve learned that the less I compare myself to others and the more I embrace what makes me unique, the more meaningful and fulfilling my journey becomes. This perspective has helped me find joy in my own process and stay true to the qualities that set me and my work apart, allowing me to grow with authenticity.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Growing up between Tijuana and San Diego has given me the best of both worlds! Each city has its own amazing spots, so here’s my ideal itinerary that highlights the best of both:

On the first day, we’d start with a hike at Torrey Pines in La Jolla for beautiful ocean views, followed by a delicious brunch at The Cottage. In the afternoon, we’d explore Balboa Park’s beautiful gardens and museums, wrapping up with a sunset picnic at Sunset Cliffs, one of my favorite spots in San Diego.

The next day would be all about relaxing at Coronado Beach before crossing the border to Tijuana. First stop: tacos, obviously! Then we’d explore La Revu (downtown Tijuana) to enjoy craft beer, local food and unique shops.

On day three, we’d take a road trip to Rosarito for the best lobster at Puerto Nuevo, then continue down to Valle de Guadalupe, Mexico’s wine country. We’d do wine tastings and enjoy a charcuterie board at a few vineyards, finishing the day with dinner at Finca Altozano or La Justina for an amazing meal made with fresh, local ingredients.

If we have an extra day, we’d wrap up in Ensenada, stopping at El Mirador or La Bufadora for some amazing coastal views before grabbing Baja-style fish tacos or ceviche with a local craft beer. I believe this itinerary captures the best from San Diego to La Baja!

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I’d love to give a huge shoutout to my parents. They have been a constant source of inspiration for me and are the reason I’m so driven to live by the values of growth, authenticity, and connection. Growing up, I watched them pour their energy and love into creating a better life for my siblings and I, making countless sacrifices along the way. They taught me what it means to be truly dedicated, and their resilience has always been a guiding example for me. Their hard work taught me to be persistent and to always stay true to myself, no matter the path I choose. Knowing they’ve given so much has fueled my drive to pursue my goals with that same relentless commitment, and I’m endlessly grateful for the foundation they’ve given me. My parents absolutely deserve this recognition in my story.

I’d also like to give a quick shoutout to the UGC community. They have been incredibly supportive since the beginning, creating an open and encouraging space where we can all grow and learn together. This community is truly amazing in how we uplift one another, fostering a wonderful environment for growth and creativity. I’m grateful to be part of a community of creators who inspire and support each other throughout our journeys.

Instagram: ugc.paulette

Other: Email: ugc.paulette@gmail.com

Image Credits
Headshot photos by Mikeh Monroy Photography
Stairs photo by Lili Amore Photography