Ask a Former Assistant: Karla M. Rodriguez (Manager of Casting, Content Partnerships & Fandom at ReelShort)

Interviewed by Katie Tran, Content Operations Assistant at ReelShort

As Manager of Casting, Content Partnerships, and Fandom at ReelShort, Karla M. Rodriguez has carved a dynamic career in the entertainment industry. But her journey wasn’t conventional, and certainly wasn’t without challenges. From beginning as an actress to rising to a managerial role, Karla’s path has been shaped by perseverance, resourcefulness, and a love for the business.

Katie Tran, a Content Operations Assistant at ReelShort, had the exciting opportunity to hear Karla’s story in depth. Read on to learn more about her trajectory.

Hi Karla! I'm super happy to have the opportunity to get to know you better and learn more about your experience. I know you're located in Los Angeles, so it’s great to chat with you since I’m based at our headquarters in Silicon Valley. I work in the Content Operations department as a Content Operations Assistant, where I analyze marketing data and research for content strategy.

I know you were formerly an assistant like me, and I’d love to get to know you a little better. Karla, do you mind sharing a bit about your background? Where did you grow up? How did you know you wanted to be in the entertainment industry?

Absolutely! I was born in Mexico, and my family and I moved to the U.S. when I was about 10 years old. I grew up in Long Beach, California, and honestly, my love for storytelling started at a young age. It's a story similar to that of many immigrant children who moved to the U.S. while still discovering their childhood identity. They find themselves uprooted from a culture they were already settled in and suddenly adjusting to a new country. So, like most of them, what do we do? We turn to television. We turn to pop culture to assimilate; we kind of learn about what this new space is all about.

I learned English through television and movies, and I realized it wasn't just about the language, it was about how stories connect people. I remember being in fifth grade, learning English, and watching Missy Elliott music videos and other shows. Even with my limited English, if I brought it up to other people, they would say, “Oh yeah, I know what you’re talking about.” I realized that was a connecting factor, and I fell in love with the idea from that moment on. That creative spark stayed with me.

I love hearing about how media and music brought you closer to people. I know you went to CSU Long Beach, how did you get your foot in the door? 

I started my Hollywood journey as an actress in 2011, working on various productions in the background and as a day player. I worked on different shows like Glee and movies like Magic Mike and Captain America, along with a multitude of other television projects before transitioning into the studio system.

While in school, I was a non-traditional student, meaning I dropped out of college and became a young mom. Later, I decided that I wanted to go back to school. I had to put my dreams of working in entertainment on the back burner because I needed to focus on being a parent first and foremost. But I also realized, "How can I ever tell my child to go to school if I don't do it myself?" So I decided to go back to college.

In my senior year of college, I wanted to continue in entertainment in some way, shape, or form, which is why I majored in Communications and Film Studies. I needed to find ways to continue building relationships with people. So instead of just working on campus, I looked for ways to work nearby. I saw a job opening in Redondo Beach for a yacht club host position. I asked myself, “Who are the yacht members? Usually, they’re people with connections.” So I applied and worked part-time.

Two years later, I met an assistant at Sony through that job, and we hit it off. She asked me, “Hey, what is it that you want to do when you graduate?” I told her I actually wanted to work in entertainment, and she told me that she’d take me to Sony to speak to some executives. She reminded me there were no promises, but if she could at least get me in the door, I could 'knock and push it open.'

I couldn't believe it, but two weeks later, I met her at Sony, and she helped me apply for so many different internships. Long story short, I got my foot in the door through a connection I met while working, and from there, I was able to wiggle my way into an internship.

Hearing that you were able to pursue your dreams of being in entertainment again is so awesome, Karla. With that being said, amongst all of your experiences, could you describe an obstacle you faced, how did you overcome it? 

One of the biggest challenges I faced was breaking out of the assistant role. After my internship, I moved on to other internships in procurement and the Academy Gold Program until I ultimately got offered an analyst role in procurement. So, you know, it was more on the financial, analytical, and business side of the studio, and I ended up getting promoted to senior analyst. But I wanted to transition into the creative side, and the only way I knew I could do it was by becoming an assistant and learning everything they do.

I was brought in to help the TV development team as an executive assistant, and for the longest time, I felt stuck. Even though I knew I was capable of doing more, I saw my peers moving up quickly, and I started to doubt myself. I realized that I had to change my mindset. Instead of waiting for opportunities from an assistant perspective, I had to create them myself. So I wrote 60-minute TV drama pilots. I developed my own unscripted series. I networked beyond assistants, even though I connected with many other assistants in other studios, I knew I needed to broaden my reach.

I didn’t want to pigeonhole myself as just an assistant because it was hard to see myself beyond that role. Once you shift your mindset, you realize your career doesn't have to follow a linear path. You have to find ways to create new opportunities and keep moving forward while being open to different experiences that elevate you in various ways.

Your resilience is so admirable, Karla. On a similar note, what do you think is the best quality to uphold while an assistant or an executive, and how has that quality helped you navigate throughout your career? 

Definitely being resourceful and having the ability to anticipate needs. Solving problems before they arise and adapting quickly to change are what make an assistant invaluable. I feel like those skills also apply as you move up in your career.

There were many times when I had to figure things out with little direction—whether it was handling last-minute talent requests, pulling writing samples that needed to be presented, or creating talent shortlists for producers. Finding solutions and anticipating my boss's needs made them see me differently.

If that meant meeting with my boss early in the morning to align on priorities, then I’d do it. That helped me structure the day and show that I was ready for whatever came my way.  

What drew you to work in casting, in particular, with vertical short drama? 

When you’re in the business, you get to see budgets for projects and what’s expected of them. I realized that many of the projects we developed and pitched were downsizing, maybe due to the writers’ strike, actors’ strike, or other factors. I’ve always wanted to be in a space where there’s innovation and new ways of telling stories. I realized I either had to commit to moving up in my department at Sony or seek a new experience.

Through networking, I landed at Vogue, where I worked on vertical media productions. A lot of what we did was for the website, but primarily for platforms like TikTok and Instagram. That’s when I realized, “Oh my God, vertical is it.” When ReelShort reached out, I already had a strong understanding of the vertical world from a talent/PR perspective. I researched its storytelling techniques and audience demographic, and I loved how progressive and impactful the space was. That’s what drew me to the ReelShort team. I'm so grateful to be part of something ever-growing.

I definitely agree, vertical media moves so fast and is constantly changing, but it’s so great to have someone of your expertise contribute to the team. On the note of ReelShort, how would you describe a day to day in Content Creator Partnerships and Fandom? 

Each day is different. A big part of my job is making sure that actors and creators get the exposure they deserve. Some days, I'm coordinating casting efforts; other days, I'm negotiating talent contracts or overseeing production logistics from a casting perspective. Then there are days when I'm building partnerships with agents, influencers, and online communities to promote our content in the best way possible.

Since we focus on fast-paced digital storytelling, everything moves quickly. My role involves a mix of casting, production, coordination, and social media engagement, all aimed at growing our talent and content. Every single day brings something new. But I think being open and adaptable is the key to succeeding in this role.

My final question to wrap things up: what is the piece of advice you tell younger Karla, or just anyone trying to pursue entertainment?

That is such a good question. I would tell myself that your career is not a sprint, it’s a marathon. Don’t get discouraged if your journey doesn’t look like what you imagined by a certain age. Don’t compare yourself to other people’s paths, because we’re all on different timelines.

Say yes to any opportunity, even if it doesn’t seem like the perfect fit at the moment. Every experience will teach you something new, something you can add to your toolkit. That’s honestly how I’ve gained the experiences I have, by always being open to opportunities that come my way. I always ask myself, "Why am I here? What am I supposed to learn from this?"

I’d also tell myself to build genuine relationships. Hollywood runs on connections and people. The people you meet today might be the ones opening doors for you tomorrow, you never know. Be respectful to everyone, from the custodian to the C-suite executives, because you never know who might be working with or for you one day, but because it is the right thing to do. 

That is so insightful, thank you so much for sharing your knowledge and experience, Karla.