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Tuesday, April 5
 

8:25am EDT

How to Say It Right the First Time, Every Time
Great communicators aren’t born, they are made through training and preparation. Learn advanced strategies to elevate your public speaking and communications capabilities. Top communication tips are provided by both Bill McGowan, Clarity Media Group’s CEO and author of “Pitch Perfect: How to Say It Right the First Time, Every Time,” and David Puente, Communications Strategist & Director of Latin American Expansion at Clarity. This session includes video samples of speakers at their best and their not-so-best in order to illustrate what works and what doesn’t

Speakers
avatar for Bill McGowan

Bill McGowan

Founder & CEO, Clarity Media Group
For the past 15 years, Bill McGowan and his team of communications experts at Clarity Media Group have been the trusted advisors to some of the biggest and most successful companies in the world, including Facebook, L’Oreal, Comcast, Airbnb, News Corp, NBC Universal, Google, Deutsche... Read More →
avatar for David Puente

David Puente

Communications Strategist & Latino Expansion Director, Clarity Media Group
David Puente is an Emmy-winning journalist with 15+ years of news experience. David served as a broadcast executive, producer and reporter at ABC News, CNN and several European networks. Today David leverages his journalism expertise as a communications coach at Clarity Media Group... Read More →


Tuesday April 5, 2016 8:25am - 8:55am EDT
Escorial/Alhambra Room

9:00am EDT

Voices on the Verge Series: A Look At Cross-Culturalism

What does cross-cultural mean? How is different from Total Market or Multicultural? How does it impact the way brands, creators and consumers communicate and interact in a digitally connected world?

This thought-provoking session will explore the emerging concept of cross-culturalism, from the diverse perspective of brands, media companies, influencers, and consumers. The session will introduce the beginnings of a proprietary definition of cross-cultural that will enable brands and media companies to budget eventually for cultural audiences, discover their cultural potential, and see how they stack up against competitors along a cultural index. The session will culminate with a panel discussion bringing together trendsetters, thought leaders and influencers who are embracing cross-cultural strategies to discuss the cross-cultural index and how it can change the state of media, film, music, journalism and marketing.

 

 

Outline

  • Cross-cultural Perspectives – Video  montage
  • Cross-cultural Defined and Explained
  • Sensis Cross-cultural Model
  • Voices on the Verge: Panel Discussion on Cross-cultural in Action

Speakers
avatar for Becky Garcia

Becky Garcia

Social Media Strategist, Key Influencer in the Latin Music Industry, and Bilingual Content Creator, Becky Boricua
Becky García is a social media strategist, key influencer in the Latin Music Industry, bilingual content creator, and founder of her blog, Becky Boricua. She has run social media campaigns across multiple platforms for Hispanicize, Latino Public Broadcasting, and Latin Urban Artists... Read More →
avatar for Malena Higuera

Malena Higuera

Global General Manager and U.S. General Manager, Dermablend
Malena Higuera is focused on building brands for tomorrow by unlocking the power of digital to yield business results, embracing the riches of cultural diversity and learning to lead for the next generations.   Since September 2013, she has served as Senior Vice President, Marketing... Read More →
avatar for Jose Villa

Jose Villa

Founder and President, Sensis
José Villa is the founder and President of Sensis, a cross-cultural marketing agency driving behavior change. Jose founded Sensis as a Web development firm in 1998, and one of the first agencies focused on the multicultural digital market. He has since grown Sensis into a full... Read More →


Tuesday April 5, 2016 9:00am - 9:50am EDT
Chopin Room

10:00am EDT

Hispanic Market Trends 2016: The Annual Update
One of the multicultural marketing industry’s must-attend sessions returns with a vengeance to explore the topics, people and trends that will define the U.S. Hispanic marketing and entertainment industries in 2016.  

Join five top Hispanic market brand executives as they delve into the year that was and, most importantly, the year in progress.   

In this session you will learn:

- What are the top cultural trends Hispanic marketers are most paying attention to this year- How will this bizarre election cycle impact the Latino marketplace and how are these concerns impacting the way brands are planning their media, their buys and their partnerships?

- How will the Brazil Olympics play out in the U.S. Hispanic market and how will these Olympics contrast with past Olympics?

- Who are the Latino trend-setters that brands most admire this year in music, film and culture? 

- Which social media strategies and tactics show the most and the least potential with brands- How is the Total Market debate playing out among different brands?

- What approaches do brands think are clicking and not clicking with the nation’s top Hispanic TV networks? 

- Is Hispanic programmatic a reality in the marketplace?- How are brands aligning their digital strategies with their non digital platforms

Moderators
avatar for Ozzie Godinez

Ozzie Godinez

CEO & Co-Founder, PACO Collective
Ozzie was born in Mexico and raised on the south side of Chicago. His personal industry experience and in-depth knowledge of consumer market trends led him to believe there was a better way to approach Hispanic marketing. So, in 2006 he and Pablo Acosta founded PACO Communications... Read More →

Speakers
avatar for Luis Altuve

Luis Altuve

Director of Multicultural & Consumer Marketing Center of Excellence, Prudential Financial
Originally from Venezuela, Luis Altuve is a global citizen, with in-market experience in Latin America and Europe. He is bi-lingual/bi-cultural, with high-level expertise with the Multicultural market in the U.S., and Latin America’s culture and business environment.     Altuve... Read More →
avatar for Mauricio Jimenez

Mauricio Jimenez

Senior Multicultural Marketing Manager, Unilever
Mauricio Jimenez is a Hispanic Marketing Manager- Foods/Refresh at Unilever who is responsible for developing marketing plans, providing strategic counsel, and project management. Mr. Jimenez has extensive experience in marketing to U.S. Hispanics, having previously held roles with... Read More →
avatar for Christina  Kolbjornsen

Christina Kolbjornsen

Senior Vice President Corporate Communications, Wells Fargo & Company
Christina Kolbjornsen is Senior Vice President and Corporate Communications Manager at Wells Fargo. A 20-year public relations and marketing veteran, Kolbjornsen is head of Marketing Communications for Wells Fargo. As such, she leads executive communications, public relations, and... Read More →
avatar for Lucia Rodriguez

Lucia Rodriguez

Sr. Director, Multicultural Marketing, Comcast Cable
Lucia Rodriguez began in the cable television industry with Continental Cablevision/MediaOne. As part of the marketing team, she led the organization towards the implementation of programming, marketing and communication strategies to attract and retain Hispanic customers. She was... Read More →


Tuesday April 5, 2016 10:00am - 10:50am EDT
Chopin Room

12:10pm EDT

2016 State of the U.S. Hispanic Digital Industry Town Hall: Where Are We and What's Next
Listen to leading industry innovators and experts discuss trends, opportunities, and challenges and learn how they’re shifting strategies to meet ever-shifting U.S. Hispanic digital consumption.  

Moderators
avatar for Paul Suskey

Paul Suskey

Partner / Co-Founder, SalvoGroup
Paul Suskey, Co-Founder, Partner, at SalvoGroup brings over 18 years of integrated and digital marketing experience with expertise in multicultural communications. SalvoGroup focuses on three primary business units including Exit 7, a digital consultancy for high-profile individuals, Wayfare... Read More →

Speakers
avatar for Natalie Boden

Natalie Boden

Founder, BodenPR
Natalie Boden is Managing Director and Founder of BodenPR. Named one of PRWeek's 2014 "Top 40 under 40" Heavy Hitters, Ms. Boden has succeeded in building BodenPR into one of the country's fastest growing U.S Hispanic PR & Social Media agencies. In the last few years, the company... Read More →
avatar for Monica Granados

Monica Granados

Digital Content Strategist & Editor, Que Rica Vida at General Mills
Monica Granados is a bilingual and bicultural Integrated Marketing expert with a focus in Hispanic Digital and Content Strategy. Currently at General Mills, she manages its bilingual food platform Que Rica Vida.com. Previous to joining the Que Rica Vida team, Monica provided engagement... Read More →
avatar for Luciano Ibias

Luciano Ibias

Twitter, Lead US Latino Media Partnerships
Luciano Ibias finds innovative ways to integrate Twitter with Latino TV partners, and their talent, in the US. Alumni of the Enterprise Social Media department at Univision, Luciano is a veteran of the industry. He was on the team of the first nationwide ISP in Brazil, in the mid... Read More →
avatar for Piera Jolly

Piera Jolly

Co-Founder & Partner, DiMe Media Network
Piera is the founder and editor-in- chief of the popular mom blog, Jolly Mom.  She is considered one of the top general market mom bloggers in the country and has received several online accolades for her achievements, including most recently being named one of mom.me’s 2014... Read More →
avatar for Christian Martinez

Christian Martinez

Head of US Multicultural, Facebook
Christian Martinez is Head of US Multicultural Sales at Facebook; an effort which brings to market digital and social marketing scale to the US multicultural marketer. He joined the company in June 2013 to lead the companies sales initiatives focused on the US Hispanic market, and... Read More →
avatar for Borja Perez

Borja Perez

Senior Vice President, Digital and Social Media, NBCUniversal Telemundo Enterprises
Borja Perez is Senior Vice President of Digital and Social Media for NBCUniversal Telemundo Enterprises. In this role, Perez is responsible for the evolution of the digital programming team from a website portal-focus into a content creation unit for multiple digital platforms... Read More →


Tuesday April 5, 2016 12:10pm - 1:20pm EDT
Grand Ballroom

1:15pm EDT

Move over, Millennials. Who is Generación Z? What motivates them? Who influences them? What implications are there for brands trying to reach them? (Presented by Alma)
Move over millennials, here we discover a new generation of Hispanic kids now coming of age: Generación Zeta. By avoiding the traps of young parenthood and marriage, and graduating high school and enrolling in college at unprecedented levels, they have broken the stereotypes most commonly ascribed to Hispanic teens. Faced with the achievement of every opportunity their family has sacrificed for, we will explore where they get their motivation, what they influence and what guides this new journey that their generation is on.

Speakers
avatar for Marta Insua

Marta Insua

Chief Curiosity Officer, Alma
A clinical psychologist from Argentina, Marta bears an uncanny but apropos resemblance to fashionable super scientist Edna Mode from Pixar’s “The Incredibles.”   Marta began her career more than 35 years ago in consumer research for Burke, a P&G company. She’s been inside... Read More →


Tuesday April 5, 2016 1:15pm - 2:40pm EDT
Chopin Room

3:00pm EDT

That’s So Funny! When Comedy Influencers & Brands Collaborate Presented by Unilever
A lot of people may think their funny but very few have the talent to consistently garner the viral hits that the nation’s top Latina and Latino comedy creators do.  Brands have discovered the power these offbeat creators have and today are routinely building entire programs and year-long campaigns around comedy.  
In this extra fun session presented by ViveMejor you’ll learn:
  • The secret to building create comedy consistently?  
  • Trends in comedy creation.  What’s hot and what’s not.
  • Examples of great comedy-brand collaborations and why they work?   
  • How comedy creators and brands walk the fine line between being funny, risqué and out of bounds?  
  • How comedy content plays across different social media platforms like YouTube, Facebook, Instagram and Vine?

Moderators
avatar for Paul Suskey

Paul Suskey

Partner / Co-Founder, SalvoGroup
Paul Suskey, Co-Founder, Partner, at SalvoGroup brings over 18 years of integrated and digital marketing experience with expertise in multicultural communications. SalvoGroup focuses on three primary business units including Exit 7, a digital consultancy for high-profile individuals, Wayfare... Read More →

Speakers
avatar for Los Pichy Boys

Los Pichy Boys

Content creators, Los Pichy Boys
Los Pichy Boys (Maikito Rodriguez & Alejandro Gonzalez) are Cuban born, Miami based film makers / content creators that have had the web buzzing since 2007 and are currently year-round brand ambassadors for Rebtel and Estrella Insurance.  You may know them from their viral videos... Read More →
avatar for Mexican Gueys

Mexican Gueys

Content Creators, Mexican Gueys
Jairo Orozco and Bryan Rojo were always close growing up as cousins in a large Mexican-American family, and some of their favorite memories were laughing and entertaining each other. When social media started becoming mainstream, Jairo joined a few sites and started making original... Read More →
avatar for Joanna Hausmann

Joanna Hausmann

In-house Writer/Producer, Flama
Joanna is a Venezuelan comedian who is currently the in-house writer/producer for Flama, a digital comedy channel geared for the "multicultural generation" which is just a corporate-y way of saying Latino. Her viral videos have garnered over 30 million views in the past year and have... Read More →
avatar for Hector Ortiz

Hector Ortiz

Producer, Tu Twist
Hector J. Ortiz is a freelance Producer, Director & Cinematographer based in Orlando, Florida.  He has directed over forty commercials for Walmart’s Hispanic market, some which were shot in Puerto Rico, his birthplace.  He has conceptualized and created motion graphics for artists... Read More →


Tuesday April 5, 2016 3:00pm - 3:50pm EDT
Chopin Room

4:00pm EDT

The Walt Disney Company: Reframing Hispanics from a Targeted Segment to our Core Audience

The Walt Disney Company’s U.S. Hispanic Initiative has created a companywide focus across all brands and lines of business. Key leaders across select brands will share case studies and best practices.



Moderators
avatar for Jorge Ortega

Jorge Ortega

Executive Vice-President, Burson-Marsteller
Jorge Ortega brings more than two decades of international and U. S. multicultural experience in marketing and communications to the position leading the Miami office. Jorge spent the first half of his career working in Burson-Marsteller offices in New York, Chicago, Mexico City and... Read More →

Speakers
avatar for Michelle Bella

Michelle Bella

VP Sales and Consumer Marketing, ESPN Deportes / ESPN
Michelle Bella joined ESPN in 2009 as Vice President, Sales and Consumer Marketing of ESPN Deportes, ESPN’s Spanish-language network.  In her role, Ms. Bella is responsible for the creation and execution of consumer marketing campaigns and sales marketing initiatives for all of... Read More →
avatar for ​Christine Cadena

​Christine Cadena

Vice-President, Multicultural Initiatives, The Walt Disney Company
Christine Cadena (Vice-President, Multicultural Initiatives, The Walt Disney Company) is responsible for developing and promoting a company-wide multi-year strategic initiative, targeting growth amongst the US Hispanic segment. Over the past 25 years, Christine has held progressive... Read More →
avatar for Kristin Moss

Kristin Moss

Vice President of Marketing & Creative, Disney
As a seasoned entertainment and brand marketing executive, Kristin Moss crafts campaigns that speaks to the heart of consumers and passionately drives through strategic brand results.In her current role at Disney as Vice President of Marketing & Creative, Kristin leads the teams that... Read More →
avatar for Angel Sarria

Angel Sarria

Manager, Marketing Strategy, Walt Disney Parks & Resorts
Angel is responsible for developing and leading marketing strategies focused on increasing U.S. Domestic and Multicultural segments’ visitation at Walt Disney Parks & Resorts.  During his 15 years at Disney, he has held multiple leadership roles including developing marketing strategies... Read More →
avatar for Maria Cecilia Toro

Maria Cecilia Toro

Director, Multicultural Publicity, Walt Disney Studios Motion Pictures
Maria Cecilia Toro is the Director of Multicultural Publicity for Walt Disney Studios Motion Pictures, the domestic theatrical marketing and distribution arm of The Walt Disney Company, based in Burbank, Calif. Maria Cecilia is responsible for developing film specific publicity... Read More →


Tuesday April 5, 2016 4:00pm - 4:50pm EDT
Chopin Room

5:10pm EDT

Sustainability and Social Conscience: Engaging Millennials Through Shared Values
Speakers
avatar for Jennifer Brooks

Jennifer Brooks

Regional Director, Latin America, Microsoft Philanthropies
Jennifer Mary Brooks is the Regional Director for Microsoft Philanthropies, Latin America, based in the regional office in Florida, US. Her personal mission and her career are focused in creating a social impact. In her actual role she is responsible for driving the strategic planning... Read More →
avatar for Nathalie Farfan

Nathalie Farfan

Co-founder and Creative Director, BOTANIKA
Nathalie Farfan is an experienced TV producer, emerging fashion designer, and an industry maven, who encourages creators across multiple categories of fashion, art, and lifestyle.Mrs. Farfan is also the co-founder and Creative Director behind the womenswear brand BOTANIKA, a... Read More →
avatar for Cynthia McFarlane

Cynthia McFarlane

Chief Strategy Officer & Managing Partner, Newlink
Cynthia McFarlane, one of Latin America’s leading advertising and digital marketing professionals, is the driving force behind Newlink’s strategy to become a leading consultancy in the Americas by producing groundbreaking work that harnesses the power of change to ignite transformation.   Cynthia... Read More →
avatar for Diana Pardo

Diana Pardo

Senior Director, Multicultural Marketing, Newlink
Diana Pardo consults with clients in Latin America who are looking to introduce their brand to the U.S. market. She provides strategic counsel and public relations strategies to leading institutional organizations and consumer-focused clients.  Diana brings to Newlink more than 15... Read More →


Tuesday April 5, 2016 5:10pm - 5:50pm EDT
Chopin Room
 
Wednesday, April 6
 

8:25am EDT

First American Title Insurance Company Case Study

Case Study: How did a 125 year-old, commodity based company successfully market to the multicultural population?

 

Learn how an old, conservative company deployed a multicultural marketing effort 13 years ago and grew it to an indispensable nationwide initiative today. It started with the Hispanic segment and now includes initiatives in 10+ key multicultural segments. See how the implementation of tying marketing to revenue and tracking ROI and progress was key to the survival of the program. A key takeaway is how multicultural marketing begins with key data insights to help pinpoint key market segments that are growing, followed by internal cultural intelligence training for customer-facing employees and  managers and the development of resources like marketing materials in 24 languages, a website in 6 languages and other key marketing tactics.


Speakers
avatar for Jennifer Castejon

Jennifer Castejon

Strategic Marketing Director, First American Title
For the past 10 years, Jennifer Castejon has been the Strategic Marketing Director for First American Title.  Her role includes the responsibility for managing all specialized market initiatives including: generational marketing, the Chinese, Vietnamese, Filipino, Korean, Asian Indian... Read More →
avatar for Maria Valentin

Maria Valentin

Vice President of Strategic Markets, First American Title Company
Maria Valentin, is Vice President of Strategic Markets for First American Title Company. She started her real estate career in 1984 when she obtained her real estate license and worked as a realtor/broker in Burbank, California.  During her very successful career she closed 731... Read More →


Wednesday April 6, 2016 8:25am - 8:55am EDT
Escorial/Alhambra Room

9:00am EDT

The Playbook On How To Use Influencer Media To Reach Latino Millennials

At 42% of the total U.S. Hispanic population and 27% of the U.S. millennial generation as a whole, Latina and Latino millennials are the largest minority group in America and as such - have enormous purchasing power that cannot be ignored by brands. They also over-index the general market considerably when it comes to social media use. Come learn about the do’s and don’ts when targeting USH millennials and how brands and influencers are coming together to create impactful and culturally-relevant campaigns that truly resonate with this important demographic.

In this session you will learn:

●      Mistakes to avoid when targeting Latina and Latino millennials

●      The nuances of USH millennials

●      The best social platforms to reach Latino millennials

●      How to work with influencers to reach this important demographic

●      Case studies of successful campaigns targeting Latino millennials


Moderators
avatar for Jose Resendez

Jose Resendez

Pop Culture Influencer & Communications Executive, @JoseResendez
Jose Resendez is a top pop culture influencer documenting his obsession with entertainment & the celebrity industry. Jose is also a part-time blogger at JosesLifeEtc.com where he focuses on lifestyle; he’s been nominated for a TECLA Award & a Miami Life Award, both for his soci... Read More →

Speakers
avatar for Eric Finkelman

Eric Finkelman

Director of Digital Programs and Business Development, Tiny Horse
Eric Finkelman is the Director of Digital Programs and Business Development for Tiny Horse, a full service digital media company whose production and social teams work to find and engage fans around large entertainment and consumer brands focused in the US and LATAM markets... Read More →
avatar for Fernando Rodriguez

Fernando Rodriguez

Director, Moore Communications Group
Fernando Rodríguez is Director at Moore Communications Group and leads MCG Latino, a team of bilingual and bicultural communicators who bridge the gap between corporate America and the U.S. Hispanic consumer through public relations, public affairs, advertising, marketing and digital... Read More →
avatar for Kimberly Stohl

Kimberly Stohl

Director, Citizen Relations
Kimberly has served six years as a diversity storyteller playing a major role in the development of U.S. Hispanic communication strategies across various consumer, lifestyle and health-wellness initiatives. She has managed multiple million-dollar projects from conception to completion... Read More →


Wednesday April 6, 2016 9:00am - 9:50pm EDT
Chopin Room

10:00am EDT

It’s all about that GROWTH (presented by Geoscape)
Business prosperity depends on growth in revenue, profit and market share. In the U.S., growth depends on the Hispanic population and Hispanic-owned businesses.  Get briefed on the freshest facts on the immense demographic shift we’re in the midst of and see what you can expect in the years to come.  As part of this session, Geoscape will unveil and distribute its 2016 annual population report (complimentary to all attendees) drawing on its proprietary data set called American Marketscape DataStream (AMDS).

Speakers
avatar for Cesar Melgoza

Cesar Melgoza

Founder & Chief Executive Officer, Geoscape
@cesarmmelgoza @geoscape


Wednesday April 6, 2016 10:00am - 10:50am EDT
Chopin Room

3:00pm EDT

Maximizing Content for Reach and Engagement
At NBCUniversal, Our unique portfolio of legacy and new media assets positions us to maximize our reach and engagement. We believe that great content is the key to closing the digital divide and reaching consumers on their terms. Latinos are at the forefront of how digital is transforming the way content is produced, delivered and received. This panel will focus on how the people and properties of NBCUniversal maximize the content we produce for success.

Speakers
avatar for Nisha Chittal

Nisha Chittal

Manager of Social Media & Community, MSNBC
Nisha Chittal is a journalist and social media strategist who is Manager of Social Media & Community at MSNBC. In this role, she manages the social media team and supervises day-to-day social media operations with the goal of driving MSNBC's traffic, audience growth, and audience... Read More →
avatar for Jose Diaz-Balart

Jose Diaz-Balart

Host,, Noticiero Telemundo
José Díaz-Balart is the host of "MSNBC Live with José Díaz-Balart" weekdays from 9-11 a.m. ET in addition to anchoring two programs on Telemundo, “Enfoque con José Díaz-Balart” and “Noticiero Telemundo.”   Díaz-Balart began his career in 1984 and has since become... Read More →
avatar for Sandra Lilley

Sandra Lilley

Managing Editor, NBC Latino, NBCNews.com
Sandra Lilley is Managing Editor of NBC Latino, NBCNews.com’s Latino section.   Previously, she was Politics Editor and then Managing Editor of the website NBCLatino.com. Sandra started her career as a General Assignment Reporter for Telemundo NY (WNJU-TV), eventually becoming... Read More →
avatar for Morgan Redford

Morgan Redford

NBC News, Correspondent
Morgan Radford is a correspondent for NBC News based in New York City. Since joining NBC in 2015, Morgan has covered some of the country’s biggest stories, including the San Bernardino massacre, the historic Mississippi River floods, and the 2016 Oscars boycott. Prior to joining... Read More →


Wednesday April 6, 2016 3:00pm - 3:50pm EDT
Chopin Room

5:00pm EDT

The science of Hispanic Millennial spend - Understanding the impact of converging cultural and generational influences

When a significant portion of one of the most powerful generations in history belongs to a specific ethnic group, it is critical that we understand how these different influencers impact their shopping behavior. Attendees will learn when and how to personalize the experience and build a long lasting relationship while maximizing use of resources through integrated demographic and behavioral data. Ø  What do they look for in retailers and brands? Ø  How do they interact with them? Ø  How are those behaviors changing over time? Ø  How, if at all, does their level of cultural assimilation result in new/different opportunities for manufacturers?  Key Takeaway: Do your Millennial & Hispanic strategies address the Hispanic Millennial?  How do your categories engage with Hispanic Millennials?  Is a differentiated or inclusive strategy needed?

About 84.51°
84.51° helps companies create sustainable growth by putting the customer at the center of everything. Using a sophisticated suite of tools and technology, 84.51° works with some of the world's leading CPG manufacturers and partners. With more than 500 talented and fearless associates, 84.51° is a wholly owned subsidiary of The Kroger Co. For more information, please visit us at www.8451.com.


Speakers
avatar for Kristin Foster

Kristin Foster

Director of Customer Science Insights, 84.51°
Kristin Foster, Director of Customer Science Insights, has over a decade of experience in consumer analytics.  Kristin’s passion lies in translating complex data into meaningful and actionable insights driven by consumer behavior.    At 84.51° she leads an Insights team in... Read More →
avatar for Georgette Guzman

Georgette Guzman

Associate Director of Multicultural Insights, 84.51°
  Georgette Guzman, Associate Director of Multicultural Insights, has nearly two decades of experience in customer research.   At 84.51° she leverages her experience and passion for the customer in leading the company’s multicultural capability.  She contributes to the development... Read More →


Wednesday April 6, 2016 5:00pm - 5:50pm EDT
Chopin Room
 
Thursday, April 7
 

9:00am EDT

Bridging Digital Advertising with Latino Influencer Marketing
In the old days of U.S. Hispanic digital things were so simple.  All you had to worry about to deploy your digital media plan was about buying and deploying banner ads, pre-rolls, post-rolls, interstitials and geo-targeting.  Social influencers and the many varied platforms they work in have completely disrupted digital marketers as more and more brands increasingly demand digital creators be integrated in these buys but truth be told, even with the coming revolution of programmatic, bridging digital advertising with influencer marketing is still very complex.  In this session we’ll unlock the strategies and approaches that are helping some media planners and brands succeed in this mega social media influencer revolution. 

Moderators
avatar for Paul Suskey

Paul Suskey

Partner / Co-Founder, SalvoGroup
Paul Suskey, Co-Founder, Partner, at SalvoGroup brings over 18 years of integrated and digital marketing experience with expertise in multicultural communications. SalvoGroup focuses on three primary business units including Exit 7, a digital consultancy for high-profile individuals, Wayfare... Read More →

Speakers
avatar for Jiten Dadlani

Jiten Dadlani

Senior Digital Strategist, Max Borges Agency
avatar for Michelle Moscona

Michelle Moscona

Chief Creative Officer and Co-Founder, Captura Group
A creative visionary with a business background, Michelle leads Captura Group’s creative teams to concept and execute break-through creative ideas that accomplish business objectives and deliver consumer value. Michelle’s specific expertise lies in her deep exploration and intuitive... Read More →
avatar for Willy Villarreal

Willy Villarreal

Vice President of Brand Communications and Multicultural Marketing Group Head, PMK•BNC
Willy Villarreal, Vice President of Brand Communications and Multicultural Marketing Group Head at PMK•BNC, brings over 15 years of integrated communication marketing experience with deep expertise in multicultural programming, consumer technology, gaming, corporate communications... Read More →


Thursday April 7, 2016 9:00am - 9:50am EDT
Escorial/Alhambra Room

10:00am EDT

Why do they call it SocialTV?
Latest insights on the role SocialTV plays in TV programming success and learn how NBCUniversal Telemundo Enterprises is leading the charge in integrating social into their shows and Super Series. You’ll be introduced to the latest technology that will change the way you watch TV.

Speakers
avatar for Borja Perez

Borja Perez

Senior Vice President, Digital and Social Media, NBCUniversal Telemundo Enterprises
Borja Perez is Senior Vice President of Digital and Social Media for NBCUniversal Telemundo Enterprises. In this role, Perez is responsible for the evolution of the digital programming team from a website portal-focus into a content creation unit for multiple digital platforms... Read More →


Thursday April 7, 2016 10:00am - 10:50am EDT
Chopin Room

11:00am EDT

Beyond Virtual Friends: How Social Media is Redefining the Modern Neighborhood #BuenVecino (Presented by State Farm)

To a generation that starts relationships by sending friend requests, has face-to-face communication with neighbors become an awkward social obligation or a welcome conversation among acquaintances? While neighbors used to interact around property lines, in neighborhood parks and in apartment hallways, the rise of social media has given modern day neighbors access to an unlimited number of online communities that they can create or join at their leisure – no awkward hallway-nod needed. With Hispanics over-indexing in social media use, virtual connections are thriving. But how are these interactions redefining the Latino community landscape and their ability to build meaningful relationships and networks?

 

In this panel, State Farm will reveal key findings and insights from the “State of Neighbors” report, a new survey fielded in partnership with Nielsen that uncovers what it means to be a neighbor today, and how the values, interests and trends of the modern day neighbor varies by generation, ethnicity and geography. We’ll also share the benefits of friending your neighbor – both online and off – to make stronger communities across the country.

 

Beyond the survey results, you’ll learn how to leverage your skills and experiences to drive further engagement, empowerment and positive impact in your communities, in addition to:

·        How Hispanics are changing neighborhood dynamics across the country

·        How you can use social media to start conversations and inspire action

·        How you can help build sustainable online and offline communities within your neighborhood

·        How you can facilitate better communication and connections amongst communities

#BuenVecino 


Moderators
avatar for Kathy Cano Murillo

Kathy Cano Murillo

Kathy Cano-Murillo is a writer/novelist, artist/illustrator and founder of the award-winning site, CraftyChica.com. Known for her glittery “Mexi-boho” style, she has a product line that is carried in Michaels stores and is a former columnist for The Arizona Republic, and has authored... Read More →

Speakers
avatar for Amelia Folkes

Amelia Folkes

PR Brand Strategist and Hispanic Public Relations, State Farm
Ms. Folkes is a strategic communications professional known for her vision and passion for helping brands grow and build their reputation through public relations efforts. She has over a decade of experience in public relations supporting a variety of clients in the fields of technology... Read More →
avatar for Jaime Enrique “Rick” Parra

Jaime Enrique “Rick” Parra

Director Multicultural Growth & Strategy, Retail for Nielsen Multicultural Center of Excellence
Rick Parra is Director of Retail at the Multicultural Growth and Strategy Center of Excellence at Nielsen. He leads Nielsen’s efforts in providing growth and strategy solutions for the multicultural landscape among retailers. Rick has over 25 years’ experience with Nielsen covering... Read More →
avatar for Angelica Perez-Litwin, PhD

Angelica Perez-Litwin, PhD

Founder, Latinas Think Big
Angelica Perez-Litwin is the Founder of Latinas Think Big®.  She was recognized as a ‘Latina Tech Leader’ by NBC Latino for her work in leveraging digital technology and social networks to connect Latinas to career opportunities, education and influential networks. The Latinas... Read More →
avatar for Wally Sabria

Wally Sabria

Executive Vice President, Digital and Social Media, The Axis Agency
Wally Sabria serves as Executive Vice President at Axis, an IPG agency specializing in multicultural-forward, integrated marketing and communications campaigns. As the leader of Axis’ Digital and Social Media practice, Wally leans on his 20 years of experience in digital marketing... Read More →


Thursday April 7, 2016 11:00am - 12:00pm EDT
Chopin Room

1:15pm EDT

How to Capture the Hearts and Loyalty of the U.S. Hispanic Community through Smart Partnerships and Social Good

Corporate social responsibility, or CSR, is a relatively new aspect of the business culture but in the Hispanic market it is, together with community partnerships, one of the most proven ways to build strong bridges to Latino communities.

In this session you’ll learn how leading companies like Toyota and Prudential Financial are utilizing community partnerships, CSR and social good initiatives to win over the Latino communities – often with strong business and branding results.


Moderators
avatar for Sonia Diaz

Sonia Diaz

Director of Public Relations and Digital Strategies, Balsera Communications
Sonia Diaz is the Director of Public Relations and Digital Strategies at Balsera Communications. In her role, she leads U.S. Hispanic campaigns, local and national media relations, digital strategies, public affairs initiatives and advocacy efforts for Fortune 500 companies and grassroots... Read More →

Speakers
avatar for René Deida

René Deida

Director, Corporate and Community Engagement Office of Corporate Social Responsibility, Prudential Financial
  René O. Deida is the relationship manager for Prudential Retirement, Annuities, Human Resources and Global Business and Technology Solutions.  In his capacity, he works with the business units and corporate centers to develop effective strategies that address social needs and... Read More →
avatar for Gerald E Johnson

Gerald E Johnson

Chief Diversity & Inclusion Officer, SVP Marketing, The American Heart Association
A NYC native and State University graduate, Gerald brings a wealth of experience in building brands and driving sales results for great brands including Lever 2000, Oreo, Chips Ahoy, Dr Pepper, 7-UP, Snapple, Healthy Choice, Orville Redenbacher and Earvin “Magic” Johnson at fortune... Read More →
avatar for Luis Rosero

Luis Rosero

Director, Hispanic Business Strategy Group (HBSG), Toyota Motor North America, Inc.
Luis Rosero is Director of the Hispanic Business Strategy Group (HBSG), an industry-leading approach that deepens relationships between the Latino community and Toyota, the world’s largest automaker. The goal of HBSG is to increase Hispanic market share and raise this community’s... Read More →


Thursday April 7, 2016 1:15pm - 2:40pm EDT
Chopin Room

3:00pm EDT

Redefined: The Kimberly-Clark Multicultural Journey
Can a traditional function like “multicultural marketing” be made new again? Just a few years ago, Kimberly-Clark Corporation, manufacturer of iconic brands including Kleenex, Huggies and U by Kotex, embarked on a journey to capture the exponential growth of multicultural consumers across our categories. These consumers represented the “new majority” with 50% of babies born today and 40% of millennials being culturally-diverse and the largest influencers across American culture. Hispanics, in particular, represented one of the largest purchasing power opportunities within diverse segments. A new shift in thinking was born grounded in the concept of a “total market strategy.” While the journey continues, come hear insights and lessons on the first few years of our total market journey and how we are setting a strategic foundation for growth.

Speakers
avatar for John Cayer

John Cayer

Vice-President of Global Marketing, Kimberly Clark
​In April 2012, John joined Kimberly-Clark as Vice President, North America Rolled Products (COTTONELLE, SCOTT & VIVA Brands), in Neenah, WI.  Since joining John has helped the North America Family Care business to achieve record strong financial results while contributing to the... Read More →
avatar for Lizette Williams

Lizette Williams

Multicultural Marketing Leader, North America, Kimberly-Clark Corporation
As Multicultural Marketing Leader, North America for Kimberly-Clark Corporation, Lizette Williams leads the strategy that enhances Kimberly-Clark’s vision in leading the world in essentials for a better life.  She is responsible for driving the Company’s business objectives with... Read More →


Thursday April 7, 2016 3:00pm - 3:50pm EDT
Chopin Room

4:00pm EDT

Finding Relevance and ROI in Hispanic PR
Social media has profoundly disrupted the worlds of media and marketing but it’s only made the power of PR more relevant than ever.  In this session we’ll see how brands and agencies in the U.S. Hispanic and multicultural markets are evolving their PR practices to deliver ROI that is as impactful as ever

Speakers
avatar for Vivian Acosta

Vivian Acosta

Lead Sr. Social Media Manager, Cricket Wireless
avatar for Carla Eboli

Carla Eboli

CMO, Dieste Inc
Carla is a seasoned communications professional with practice in LatAm and US. With over 20 years of experience in communication, Carla has significant expertise of Social Media, Digital and Public Relations. She joined the Dieste family in 2008 as CMO, and since then has been working... Read More →
avatar for Annette González-Malkin

Annette González-Malkin

Senior Vice President, Hunter Public Relations
A public relations and communications strategist with more than 12 years of experience servicing lifestyle brands including Altoids, Tazo Tea, Turning Leaf and Maxwell House. For more than six years, she managed several Diageo brands including Tequila Don Julio, Zacapa Rum, the... Read More →
avatar for Zandra Zuno

Zandra Zuno

Executive Director, Multicultural Practice Lead, Golin
Zandra Zuno is practice lead of Golin’s national multicultural marketing practice, responsible for providing strategic counsel to clients for both total market and multicultural-specific marketing communications strategies for African-American, Latino and LGBT segments.   Zandra... Read More →


Thursday April 7, 2016 4:00pm - 5:00pm EDT
Escorial/Alhambra Room

4:00pm EDT

Thumb-Stopping Social Content
What makes social content engaging? Top content creators proide best practices in the production & publishing of native content that breaks through the social feed’s clutter and truly engages fans.

Moderators
avatar for Christian Acosta

Christian Acosta

Host, #ElPulso via Mashable
As a first generation Colombian American, Christian Acosta infuses his Latin culture into everything he does. Growing up between Connecticut, South Florida and Medellin, Colombia, Christian considers himself born in the United States but made in Colombia.   Considered one of the... Read More →

Speakers
avatar for Bryce Kristensen

Bryce Kristensen

Vice President, Social and Interactive Experiences, E!
Bryce Kristensen serves as Vice President, Social and Interactive Experiences for E! where he is responsible for aligning interactive and social strategy across E! News and E! Online. In this role Kristensen oversees all of E!’s social accounts and on-screen experiences designed... Read More →
avatar for Jeff Silber

Jeff Silber

Vice President of Digital Monetization, iHeartMedia
Silber joined the company in 2015 bringing more than 10 years of experience in media and entertainment, brand development and client management. He currently serves as Vice President of Digital Monetization for iHeartRadio & iHeartMedia where he focuses on the development of new digital... Read More →
avatar for Ayan Valle

Ayan Valle

Vice President, Digital and Social Partnerships, NBCUniversal Telemundo Enterprises
Ayan Valle is Vice President of Digital & Social Partnerships for NBCUniversal Telemundo Enterprises. In this role, Valle is responsible for the development and activation of branded programs across multi-platforms, including Digital, Social Media, VOD & Social TV. He also leads... Read More →


Thursday April 7, 2016 4:00pm - 5:00pm EDT
Chopin Room
 
Friday, April 8
 

9:00am EDT

The Power of Social Intelligence: Take control of your Social media, increase user engagement, and access real-time, actionable intelligence
Introducing Raydr™, the Social Intelligence Platform. You haven't heard of Raydr but that’s going to drastically change after you see it for yourself.

Raydr will be unveiled for the first time to the public here at Hispanicize and we think it will turn your world upside down. Meet the founders of this multicultural, Miami-based company as they discuss the platform, social intelligence and the future of Social Media.  

Learn why everyone from NBA teams, global brands, professional athletes and A-list celebrities believe it will be one of this year’s biggest marketing tech innovations.

Speakers
avatar for Joshua Hancik

Joshua Hancik

Co-Founder / CTO, THE FACTORY INTERACTIVE, INC. & RAYDR, INC
Joshua Hancik is a founding Partner and CTO for The Factory Interactive, Inc., an award-winning digital marketing agency in Miami, FL.  As CTO, Joshua has been instrumental in developing engagement-first campaigns for Comcast, Carnival Cruise Lines, Global Directories, Cable & Wireless... Read More →
avatar for Jason Inasi

Jason Inasi

Co-Founder/Founder and CEO, The Factory Interactive/Raydr
Jason Inasi is a serial entrepreneur and co-founder of The Factory Interactive, an award winning, digital, marketing Agency in Miami, FL. He also heads the Inasi Group, an international, multi-disciplinary, technology incubator and is the founder and CEO of Raydr™, a social intelligence... Read More →


Friday April 8, 2016 9:00am - 9:50am EDT
Chopin Room

10:00am EDT

Millennial Shopping Survey
Latina women typically make most of the purchase decisions in their households.  How are Latina Millennials, the swiftly emerging heads of households, shifting attitudes and buying patterns in an evolving food landscape? Sensis Managing Director Karla Fernandez-Parker will unveil a new shopper model for Latina Millennials that will challenge everything you thought you knew about younger Latinas, what’s important for them and their families, and how they are revolutionizing the Hispanic shopper experience, online and offline. Based on Sensis’ innovative Hispanic Millennial Project research, the session will introduce three differing Latina Millennial Shopper personas and their attitudes and shopping behavior. The session will include a panel discussion with major brands discussing how they are engaging Latina Millennials and their perspectives on this paradigm-shifting shopper.

Session Outline
-    Intro to HMP
-    Quick findings about food HMP study
-    Grocery Shopper Model:  unveil the 3 ladies in an overview
-    Get into detail (side by side comparison) of the 3 ladies habits with data
-    Include recap … either points of tension or marketing implications
-    Panel Discussion

Speakers
avatar for Edwin Hincapie

Edwin Hincapie

Multicultural Marketing Manager, Heineken USA
avatar for Cesar Melgoza

Cesar Melgoza

Founder & Chief Executive Officer, Geoscape
@cesarmmelgoza @geoscape
avatar for Karla Fernandez Parker

Karla Fernandez Parker

Managing Director, Sensis TX
Karla Fernandez Parker is Managing Director of SensisTX, responsible for overall operations and client success for Sensis’s Austin, Texas office. She is a brand engagement and marketing veteran specializing in total market and Hispanic advertising. Karla is a bilingual/bicultural... Read More →


Friday April 8, 2016 10:00am - 10:50am EDT
Chopin Room

11:00am EDT

Achieving Multicultural Excellence From the Inside Out: The HSN Journey
Winning in today's multicultural America not only requires relevant campaigns and content but also needs organizational transformation from within. In fact, sustainable success comes from a shift in organizational mindset that prepares every function, not one person's job, to be ready to win in a multicultural America. This presentation will share HSN's journey into multicultural excellence and how this process includes top-down commitment, cross-functional accountability and cultural intelligence across content, community and commerce.

Speakers
avatar for Ryan Ross

Ryan Ross

HSN, EVP Marketing & Digital Commerce
Ryan Ross is the Executive Vice President of Marketing and Digital Commerce for HSN and a member of the executive team. In this role, Ryan oversees marketing, creative and digital commerce.    With the retail industry undergoing a transformation—one that revolves around creating... Read More →
avatar for Lili Gil Valletta

Lili Gil Valletta

Co-Founder and President, XL Alliance
Lili is an award-winning entrepreneur, member of the World Economic Forum, TV contributor and the Co-Founder and President of XL Alliance. XL is the business and marketing strategy firm where CEOs and companies come to unlock the power of multicultural markets. Prior to XL, she served... Read More →


Friday April 8, 2016 11:00am - 11:50am EDT
Chopin Room

1:15pm EDT

Latino Gen Z Live Focus Group
How are Latino Gen Zers finding, ignoring, embracing or rejecting your brands messages?

Let’s ask them. In this live focus group we engage the emerging and famously bi-cultural, multicultural Gen Zers, the under 18 year-old consumers who many predict will be the most hyper-connected  and influential generation in U.S. history.  Millennials may often vex Generation X but that’s nothing compared to what Gen Z have in store for Millennials.  What makes them tick?  How are they really using media to find or avoid brands?  Which emerging social media channels have their eye? Do they even respond to ethnic/cultural targeting? In this interactive live focus group we’ll ask these kids these questions and more.  

Moderators
avatar for Jorge Plasencia

Jorge Plasencia

República, Co-founder, chairman and CEO
Jorge A. Plasencia is a Cuban-American entrepreneur and civic leader. He is chairman and CEO of República, an independent advertising and communications agency,which he co-founded in 2006 as a small start-up. Plasencia is also the former chairman of the National Council of La Raza,the... Read More →

Friday April 8, 2016 1:15pm - 2:40pm EDT
Grand Ballroom

3:00pm EDT

DOUBLE CASE STUDIES: Part 1: MassMutual #Prepárate Business Owner Case Study / Part 2: McDonald's Twitter at Latin GRAMMYS Case Study

#Prepárate: MassMutual Reframes Cultural Paradigms to Help Business Owners Prepare for Long-Term Success Culture is a powerful source fueling our identities, families, communities, and businesses. Learn how MassMutual evolved the annual Hispanic Heritage Month campaign into a yearlong digital and real-world Business Owner initiative. Key learnings will be shared including how the brand used proprietary research and social listening to reframe cultural paradigms and industry constructs such as “Total Market,” “multicultural,” and “personalization.”  Attendees will also have the exclusive opportunity to co-create new real-time content aimed at amplifying business owners’ voices and helping them prepare for long-term success - at Hispanicize 2016 and beyond!

McDonald's Case Study

Learn how McDonald's partnered with Latina influencer Maya Murillo and Chachi Gonzales for a co-created content strategy that generated a winning real-time Twitter trend during the 2015 Latin GRAMMY Awards. You won't want to miss this informative session highlighting trends in content creation, real-time and more. 


Speakers
avatar for Natalie Asorey

Natalie Asorey

Natalie Asorey is a millennial Latina and has extensive experience in developing brand + social media campaigns that reach the Hispanic millennial including work with Target, McDonald’s and others. In 2015 she spoke alongside Target and Shea Moisture at Hispanicize and at the Portada... Read More →
avatar for Maria Cabo

Maria Cabo

Interactive Marketing Consultant, Digital and Customer Experience Team, MassMutual
Maria leads Hispanic Social Media as an Interactive Marketing Consultant at MassMutual.  She drives high-level strategy and day-to-day implementation of bilingual social media experiences for Latin@s to learn and interact with MassMutual on their terms, time and channels of choice.   Previously, Maria was a freelance digital and social media marketing consultant... Read More →


Friday April 8, 2016 3:00pm - 3:50pm EDT
Chopin Room