Brand Marketing

Target’s Nydia Sahagun: “Successful marketers are thought leaders who stay abreast of trends and respond quickly.”

Nydia Sahagun, Group Manager Brand Marketing – Multicultural at Target, is one of the major winners of our recent #Portada14 Annual Conference. Nominated by and voted for by her peers of thousands of professionals in the Marketing and Media sector, Sahagun won the prestigious Award of “Top Marketer to Hispanic Audiences”. We asked Sahagun on what it takes to be a good marketer particularly as it relates to the multicultural and retail marketing space.


General Mills’ Sebastian Flores: “Once Hispanic consumers know the Box Tops Education Program exists, their willingness to participate is outstanding.”

Sebastian Flores is Marketing Communications Planning Associate at General Mills. As such he takes decisions for Multicultural Marketing and in particular for General Mills’ Box Tops For Education program, one of the nation’s largest school earnings loyalty programs that has been helping schools succeed since 1996. Portada interviewed Flores on the way the program is executed, particularly when it targets the Hispanic demographic.


WellPoint’s Solomon Romano: “A marketer needs to understand the common values that unite most Hispanics”

#Portada14 speaker Solomon Romano, Multicultural Marketing Strategy Director at WellPoint, Inc will present a case study on “WellPoint’s Hispanic Health Initiative” next Thursday September 18 as part of the 8th Annual Hispanic Advertising and Media Conference. Portada interviewed him to learn about his views on Health Care Marketing and the impact of Obamacare on enrollment of Hispanic consumers.


JC Penney’s Lyris Leos: “The best career advice I’ve ever received is Get out of your own way!”

#Portada14 speaker Lyris Leos’ diverse and fast-paced career has led to many successful traditional, digital, and emerging marketing and advertising strategies across general and multicultural consumers. Portada interviewed Leos who currently is Multicultural Marketing Director at JC Penney.  Leos answers questions about her love for retail marketing, career advice and more


World Cup Marketing: How Chevy leverages Soccer for its Hispanic effort

Marketers are leveraging the 2014 Soccer World Cup in very different ways. Portada presents the first of a series of articles about how major brand marketers are leveraging the popularity of the event and adapting their campaigns. Today we are talking with Paul Edwards, U.S. VP of Chevrolet Marketing on how Chevrolet is adapting its global brand platform “Find New Roads” to the major soccer event.


How Target incorporates Multicultural Insights into major Marketing Campaigns

Haworth Marketing + Media is a Minneapolis headquartered and employee owned media buying and planning agency. Its clients include retail giant Target. How is multicultural marketing being taken into account by Target and Haworth’s other clients? That’s where DaisyTerrazas-Cole, Multicultural Marketing Strategist at Haworth comes in. Portada talked with Terrazas-Cole, a former Clinton Foundation and Univision employee.


Chrysler CMO François: “The top truck markets in the U.S. have large multicultural populations”

Car manufacturers have come back strongly as major marketers over the last few years. They have also been increasingly focusing on the Hispanic consumer (e.g. see Chevy’s Silverado). This is definitely also the case of Chrysler according to its CMO Olivier François. François, born in Paris (France) is also the CMO of Chrysler owned Fiat S.p.A. Portada  interviewed François, a speaker at  AHAA’s upcoming Annual Conference.


RadioShack’s Figueroa: “Our campaign is ment to inspire consumers to think big about technology.”

RadioShack just announced its new positioning under the “Do It Together” line. After being part of the American retail landscape for more than 90 years, the iconic brand is struggling to survive due to dramatic changes in consumer electronics retailing. Portada interviewed  Javier Figueroa, Director of Integrated Marketing at RadioShack, to ask him how he plans to reverse this trend.


Soccerly.com gets first round of funding by Mexican VC funds

Soccerly, a digital platform for U.S soccer fans interested in the global soccer scene, has raised its Series “A” round of funding by institutional investors. The amount of the funding has not been disclosed. Lead investors are Mexican funds Gerbera Capital and Mexico Ventures I (both funds are also investors in leading recipes site Kiwilimon.com.)


US Holiday Desktop E-Commerce Spending to reach US $48.1 Billion

According to Comscore, for the holiday season-to-date, $18.9 billion has been spent online using desktop computers, Inceasing by 14% over last year’s result .Tuesday, November 19 has been the heaviest online spending day of the season to date at $963 million. Two other shopping days – Thursday, November 14 and Sunday, November 24 – have also seen at least $900 million in online retail spending.


ANA Day 2 Wrap-Up: “Former Multicultural Managers are now leading Brands”

The ANA Multicultural Conference concluded yesterday in the JW Marriott Live hotel in Los Angeles. Perhaps the most characteristic statement about multicultural marketing was when Lauventria Robinson, VP Multicultural Marketing at Coca Cola said that “multicultural is in the fabric of Coca-Cola, former Multicultural Managers are now leading entire brands”. Multicultural marketing now needs to […]


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