Hispanicize 2016 has ended
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Malena Higuera

Global General Manager and U.S. General Manager
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 at L’Oreal Paris, leading the #1 beauty brand’s strategy and operations, integrated communications, advertising and media.  Her team launched the industry changing app Makeup Genius and became the first mass brand ever to achieve the #1 Genius ranking from L2: Business Intelligence for Digital in 2014. Starting April 2016, she will be the General Manager of DermaBlend and an Executive Committee Member of L’Oreal USA.  Inspired by this brand’s digital native roots and commercial opportunity, she will be leading the aggressive development of this brand both in the US and globally. Prior to these roles, Malena focused on growing brands in developing markets - leading Maybelline in Asia-Pacific, two skincare launches in China and marketing global brands for Avon Products, Inc. On a mission to change the conversation in multicultural marketing, she is the co-chair for Hispanicize 2016 and was named 2015 Top 50 Power Players in Multicultural Marketing by WWD Beauty. Inspired by those that will inspire the future, Malena is an advertising adjunct professor at her alma mater the S.I. Newhouse School of Communications, Syracuse University, where she earned a Bachelor’s in Magazine Journalism and was honored in 2015 as a Top 50 Forward graduates.  She also received her Master’s from Northwestern University in Integrated Marketing Communications. She considers eating and traveling two sports she excels in, but her most important passion is being a mom and wife to her husband and two boys.