We Told You This Year’s Portada Miami
Was Going to Be Spectacular!
7 Key Takeaways on Data, Technology and Marketing that You Missed From #PortadaMIA

Marketing disruptors and innovators shared insights on the advance of marketing technology in Latin Markets at the twelfth annual edition of Portada Miami. Here are some of the takeaways that you missed.

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Portada Council System convenes at #PortadaMIA

Three units of the Portada Council System of brand marketers, the Americas Board, the Travel Marketing Board and the Brand Star Committee Latin America, met at Portada Miami on April 11 for peer-to-peer knowledge sharing and networking.

Click here to see all the meeting photos →

Brands Gather at Portada Miami as Perry Ellis, VISA, Rappi, Pepsico and Others Share Insights Into the Advance of MarTech in LATAM

The twelfth annual edition of #PortadaMIA focused on how technological innovation is reshaping the Latin America and US marketing space, and provided key takeaways on topics including ROPO, how data drives content, e-commerce, pan-regional marketing, and Miami’s growing importance as a marketing hub.

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WeWork, Meltwater, Latcom Reveal How They Use Data And Technology to Win Markets in Latin America

Meltwater’s Ana Hoyos, Latcom’s Valentin Bueno, and WeWork’s Ana Cristina Rivadeneyra discussed how they are using data and technology to build market share in Latin America at Portada Miami’s key insights panel: Marketing Tech in Latin America: The Opportunities Ahead.

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The Advance of MarTech in Latin Markets - #PortadaMIA

The twelfth annual edition of Portada Miami will focus on how technological innovation is reshaping the Latin American and U.S. marketing space. The top-notch agenda will particularly place strong emphasis on panregional marketing as well as e-commerce and direct to consumer trends and their implications for brand marketers.

Portada Miami will also be the meeting point for Portada’s Council System with the Portada Americas Board, the Travel Marketing Board and the Brand Star Committee Latin America holding their first 2019 in-person meetings during the event.

Portada Miami offers senior executives from tech, media and marketing firms the opportunity to interact with brand marketers through Portada’s one-on-one meetup offering.

SPEAKERS

    • Andrés Amezquita

      VP Digital and Commercial Excellence

      Stanley Black & Decker

      @stanleyblkdeckr

      Andrés Amezquita

      VP Digital and Commercial Excellence
      Stanley Black & Decker
      @stanleyblkdeckr

      Andrés

      Andrés has many years of experience in contact with many industries around the world. He started his career in Procter and Gamble where he worked in Color Cosmetics (Cover Girl and Max Factor) for ten years launching Cover Girl in Mexico and leading the business in the Latin American region through many distributor partners. Later on Andrés worked for the Mattel Company where he became Vice President for the Barbie and Girls international business with a strong focus in Europe and Asia. Later on Andres ran the Mattel direct to consumer ecommerce business for the US launching Mattelshop.com and overseeing sites such as Barbie Collector, HotWheelsCollector.com and Fisher-PriceShop.com. After Mattel, Andrés worked for Amazon in Seattle as the Product Experience Development, Marketing/Merchandising and Marketplace lead for the Toys Category. After that he worked passionately in L’Oreal to accelerate digital, ecommerce and CRM across four divisions and thirteen countries as CMO of Latin America. Today he leads digital transformation and marketing for Stanley Black and Decker for the Latin America Group.

    • Guillermo Arduino

      CNN Anchor and Correspondent for Encuentro

      CNN en Español

      @arduinoCNN

      Guillermo Arduino

      CNN Anchor and Correspondent for Encuentro
      CNN en Español
      @arduinoCNN

      Guillermo

      Guillermo Arduino is a CNN Anchor and Correspondent for the CNN Networks based at the CNN Center in Atlanta. Guillermo is the anchor for CNN en Español’s daily afternoon show Encuentro. He is also the host of Clix, the network’s technology program, winner of a 2014 Daytime Emmy for outstanding entertainment show in Spanish. Before this, Arduino was the anchor for Mirador Mundial, the network’s primetime weekend news program.

       

      For the previous 13 years, Arduino worked for CNN International (English language) as anchor and correspondent for environmental/meteorological sciences, and since 2004, hosted CNN World Report, an international news program featuring unedited reports from hundreds of news stations worldwide. Arduino also served as anchor for iReport for CNN and CNN’s Global Challenges and more...

       

    • Marcos Baer

      President

      Portada

      @portada_online

      Marcos Baer

      President
      Portada
      @portada_online

      Marcos

      Marcos oversees editorial and sales. He is based in Portada's NYC headquarters. Prior to launching Portada in 2003, Marcos worked in both the media and finance sectors. He occupied leading roles at the Spanish edition of The Wall Street Journal, in Spain’s newspaper Cinco Dias and at SwissRe. He is an MBA, and a CFA. Marcos loves all things digital media. He also is passionate about everything related to New York City and loves to play tennis.

    • Valentin Bueno

      CEO

      Latcom

      @latcom_ooh

      Valentin Bueno

      CEO
      Latcom
      @latcom_ooh

      Valentin

      Valentin Bueno is CEO at Latcom, company that he founded in 2007. He has since then been in charge of the integral direction of the company at a global level, taking care of Commerce, Operations, Administration and Finances, Marketing, Human Resources and RSE.

      During the first year of the company, he decided to widen the vision and opened offices in the United States. In December of that first year, Latcom won McDonald’s, its first big client. Nowadays, Latcom has operations in two continents: America and Europe. It has an international network with companies in 24 markets and employs more than 180 executives around the world.

      Valentín has over 25 years of experience in diverse outdoor communication companies, he holds a BA in Business Administration from the Palermo University. He is 47 years old, married and has three children.

    • Kate Canel

      Director

      Performance Media, The Shipyard

      @TheShipyardCrew

      Kate Canel

      Director
      Performance Media, The Shipyard
      @TheShipyardCrew

      Kate

      Marketing and Media expert with over 10 years experience in global marketing and digital media strategy, programmatic technology, connection platforms and the effective creation, application and execution of multi-million dollar integrated digital initiatives. Proven track record of developing solutions, team building, growth and development, and innovative non-traditional revenue streams.

    • Alejandro Clabiorne

      Chief Executive Officer, LATAM

      PHD

      @A_Clabiorne

      Alejandro Clabiorne

      Chief Executive Officer, LATAM
      PHD
      @A_Clabiorne

      Alejandro

      Alejandro joined OMG in October of 2013. He oversees the overall management of the brand in the region including day to day operations of the regional hub in Miami. He helps to drive the continued growth of OMG in the region by providing strategic thought leadership, acquiring new business and developing incremental business with current clients, supervising the proper implementation and use of processes and tools across the region and assisting local market offices with specific client issues.
      He has a wide background of media agency and client experience in the US domestic market and Mexico.

    • Ana Crandell

      Group Account Director

      OMD Multicultural

      @OMD_USA

      Ana Crandell

      Group Account Director
      OMD Multicultural
      @OMD_USA

      Ana

      Born and raised in Bolivia, South America, Ana moved to the United States at the age of 16. After graduating from Northwest Missouri State University with a major in Marketing and a minor in Business, Ana started her advertising career at Lopez Negrete Communications, a full service U.S. Hispanic advertising agency in Houston, TX, where she lead the creation of its media department. While there, Ana played an integral role in winning the Walmart U.S. Hispanic business, which resulted in the company’s official entry into the U.S. Hispanic space nationwide.

      To further develop her career in this space, she moved to Miami to join the media department of Alma DDB where she managed the U.S. Hispanic efforts for a broad roster of clients including McDonald’s, State Farm, TJX Companies, and Royal Caribbean Cruise Lines.

      Following the trend of the establishment of stand-alone media companies within the advertising industry, Ana played an integral role in the creation of OMD Multicultural – OMD’s offering in the multicultural space, launched in 2004. As the East and Midwest Regional Lead, Ana has increased the region’s multicultural acumen by infusing cultural intelligence into the practice, as well as contributed in further developing the multicultural sharp edge by developing proprietary studies such as ‘#miComunidad’ -- a study designed to better understand the role social media plays within U.S. Hispanic’s shopping, buying, and post retail experience, as well as, ‘ Affirm This by: The Era of Affirmation and its Impact Among Hispanics’. Ana’s role in the regions ensures her multicultural expertise permeates into every aspect of the OMD U.S. practice.

    • Jaap Donath Ph.D.

      Senior Vice President, Research & Strategic Planning

      The Miami-Dade Beacon Council

      @beaconcouncil

      Jaap Donath Ph.D.

      Senior Vice President, Research & Strategic Planning
      The Miami-Dade Beacon Council
      @beaconcouncil

      Jaap

      Dr. Jaap Donath is Senior Vice President, Research & Strategic Planning, at the Beacon Council, Miami-Dade County’s official economic development organization and has close to 25 years of economic development experience. His day-to-day responsibilities include overseeing the research department which provides research on international business and trade, labor statistics, demographics, and conducting economic impact analysis. He is also closely involved in the day-to-day activities for the One Community One Goal initiative, a strategic plan for Miami-Dade County. In addition, he is an Adjunct Professor at Barry University teaching “International Business” in the MBA program and taught at “Research & Inquiry” in the MBA program at Johnson & Wales University. He also taught at Florida Atlantic University, Florida International University and St. Thomas University. Dr. Donath, a native of the Netherlands, received a Ph.D. and M.A in International Business and International Relations from the University of Miami and a B.A. in Education for History and Dutch Language from Windesheim University in the Netherlands. He is fluent in English, Dutch, and German.

       

      Dr. Donath is Board member and Past Chairman of the North Dade Regional Chamber of Commerce. He was one of the founders and chairman of the Netherlands American Chamber of Commerce of Florida. He has been a speaker at national and international economic development and business conferences. He has published internationally 26 articles, book reviews, and op-ed articles and lectured and presented papers at conferences in the Netherlands, Sweden and the United States. In addition, he has been interviewed by national, regional and local media, including Time Magazine, Bloomberg News, Florida Trend, and the Miami Herald.

    • Carlo Espinoza

      Senior Marketing Manager, Latin America Beverages

      Pepsi

      @pepsi

      Carlo Espinoza

      Senior Marketing Manager, Latin America Beverages
      Pepsi
      @pepsi

      Carlo

      (Via LinkedIn)

      Dedicated to designing ground-breaking product solutions. Versed in all aspects of strategic business development with experience in generating multimillion-dollar sales growth and expanding revenue streams. Extremely energetic and committed to improving bottom-line profitability while achieving the highest levels of consumer interest. Successful in the development, coaching, and leadership of personnel. Unique global perspective with bilingual English/Spanish skills.

    • Christine Esteve

      VP E-Commerce

      Carnival Cruise Lines

      @CarnivalCruise

      Christine Esteve

      VP E-Commerce
      Carnival Cruise Lines
      @CarnivalCruise

      Christine

      Christine Esteve is an experienced digital marketing and eCommerce leader with more than 25 years of industry service. Since 1993, Christine has been with Carnival Cruise Line, holding leadership positions in brand management, advertising, media, events, and sales. Currently she serves as VP of eCommerce responsible for digital marketing, e-commerce, CRM, and marketing research teams.   In this role, Christine oversees all of Carnival’s digital efforts from consideration to booking.

       

      Christine’s organization ensures a thoughtful approach to blending data, technology, and services that ultimately drive revenue and customer loyalty for life.  Christine graduated from the University of Florida with a B.S. in Advertising. She is currently serving as a Member of the Board of Directors for University of South Florida’s Digital Marketing certificate program.

    • Scott Farrell

      President, Global Corporate Communications

      Golin

      @GOLINglobal

      Scott Farrell

      President, Global Corporate Communications
      Golin
      @GOLINglobal

      Scott

      (Via LinkedIn)
      Scott Farrell leads one of the agency world’s top corporate communications practices. With colleagues in 50 offices worldwide, Scott helps clients win the hearts, minds and wallets of their stakeholders.

      Scott has directed corporate reputation campaigns in more than 30 countries for top global companies, including Constellation Brands, Discover Financial Services, Dow Chemical, Glaxo SmithKline, Hyatt Hotels, Infosys, Johnsonville, Massage Envy, McDonald’s, Mead Johnson Nutrition, Nestle Purina, SC Johnson, Texas Instruments, and Wm. Wrigley Jr. Company.

      Scott is a recognized expert in crisis communications and issues management. His experience includes cybersecurity, product tampering/contamination, product recalls, EEOC and DOJ investigations/litigation, trade dress/patent litigation, activist engagement, bioterrorism preparedness, environmental contamination/spills, workplace disasters, executive misconduct, and labor relations/workforce reductions. He has mitigated issues across multiple industries, including food, healthcare, manufacturing, professional services, retail, and consumer packaged goods.

      As a crisis and issues expert, he has been quoted frequently in national media including The Wall Street Journal, The New York Times, The Washington Post, NBC News and Fox Business.

      Scott joined Golin in 1997. Previously, he held leadership positions at Cohn & Wolfe, Culligan International and Burson-Marsteller.

      Scott is a Trustee for the Institute for Public Relations. He serves on the Board of Directors for The Off the Street Club in Chicago, and chairs the Board of Visitors for the University of Wisconsin School of Journalism and Mass Communications.

      A graduate of the University of Wisconsin, Scott has contributed to college textbooks on public relations and is a frequent lecturer at Wisconsin, and other universities. He’s a recipient of Wisconsin's Nafziger Award for Professional Achievement and a second award for Distinguished Professional Service.

    • Izzy Gonzalez

      Director Cross Platform Sales, US

      CNN en Español

      @cnnee

      Izzy Gonzalez

      Director Cross Platform Sales, US
      CNN en Español
      @cnnee

      Izzy

      Media professional with vast experience in linear, digital and social platforms.

    • Janet Grynberg

      Head of Content

      Portada

      @grynberg_janet

      Janet Grynberg

      Head of Content
      Portada
      @grynberg_janet

      Janet

      Janet has worked as a translator and editor for magazines and publishing houses including Expansion and Grupo Planeta since 2014. She is part of the Portada editorial team, and her main interests include literature, traveling, and exploring other cultures.

    • Seth Holladay

      VP of Digital Research & Analytics for CNN

      CNN

      @seth_holladay

      Seth Holladay

      VP of Digital Research & Analytics for CNN
      CNN
      @seth_holladay

      Seth

      Seth Holladay is the VP of Digital Research & Analytics for CNN. He leads consumer research and audience analytics for CNN Digital, including their owned and operated websites and apps, as well as social and off-platform distribution.

    • Ana Hoyos

      Director of Meltwater Latin America

      Meltwater

      @MeltwaterLATAM

      Ana Hoyos

      Director of Meltwater Latin America
      Meltwater
      @MeltwaterLATAM

      Ana

      Born in Bogota, Colombia, Ana moved to Miami to go to University of Miami when she was 18. She has worked at Meltwater Group for 10 years now. In 2016, she was promoted to manage all the operations in Latin America for the company. The opportunities that she has obtained at Meltwater have allowed her to work in Miami, New York, San Francisco and São Paulo.

      She always had a passion for business. After she found Meltwater, she found an even bigger passion not only for business but also for innovation and management. She realized she could have a direct impact on people's lives by helping teams develop and achieve their goals within the company. So she found her own way to help the world.

    • Carlos Leal

      Marketing Director

      Rappi

      @rappicolombia

      Carlos Leal

      Marketing Director
      Rappi
      @rappicolombia

      Carlos

      Bilingual business manager and corporate professional with a Master's in Strategic Marketing and experience on management, marketing and commercial teams in FMCG and Pharma companies. Expert in developing Business Strategies, Digital Marketing, Trade Marketing, Shopper Marketing, Consumer Goods, Beverages, Innovations, Nutrition, New Products Introduction, Product Development, FMCG & Revenue Management.Skilled in advertising and distribution channel targeting, financial management and budget control.

    • Andres Polo

      Global Head of Innovation & Strategic Partnerships Marketing

      Visa

      @aepolo ‏

      Andres Polo

      Global Head of Innovation & Strategic Partnerships Marketing
      Visa
      @aepolo ‏

      Andres

      (Via LinkedIn)

      Passionate data-driven marketeer driving brand preference, customer acquisition / retention and adoption of innovative products and services.

      With over 15 years of experience in financial services, he sets the direction for the Digital Marketing Strategy for the region, to ensure Visa continues to be the leading payments network.

      Specialties: Leadership, Multi-Channel Marketing, Advertising, Digital Strategy, Agency / Vendor Management, Customer Relationship Management, Online, Email and Promotional Marketing, Public Speaking, Creative thinker and problem-solver with demonstrated experience in digital brand management and product launches, Thorough understanding of interactive media and development, including graphic design, user experience definition, content strategy and development, programming technologies, social and emerging media

    • Ana Cristina Rivadeneyra

      Senior Marketing Lead

      WeWork

      @WeWork

      Ana Cristina Rivadeneyra

      Senior Marketing Lead
      WeWork
      @WeWork

      Ana Cristina

      Ana Cristina joined WeWork in 2017 as Marketing Manager for Mexico in order to implement marketing strategies to generate brand awareness about the company and contribute to grow the community of members that now totals more than 32,000 nationwide.

       

      With more than 5 years of experience, Cristina has worked in companies and agencies such as Televisa, Nestlé and digital agencies such as Marketing 3Sesenta and Likeable Media. In addition, he has participated as a speaker in forums such as Merca2.0 congress. She has a degree in Communication from the Universidad Iberoamericana and has a specialty in Marketing and Advertising from the same institution.

    • Joseph Roisman

      EVP Brand & Community

      Perry Ellis International

      @PEICorp

      Joseph Roisman

      EVP Brand & Community
      Perry Ellis International
      @PEICorp

      Joseph

      Bio soon.

    • Andrew W. Russo

      VP Data Science

      Starmark

      @StarmarkIntl

      Andrew W. Russo

      VP Data Science
      Starmark
      @StarmarkIntl

      Andrew

      Andrew has over 30 years of experience as a marketing executive and as a consultant to C-level marketing executives.  He was a pioneer in data mining and predictive analytics to inform his decision-making to optimize the return on marketing investment.

       

      His primary focus is on building machine learning predictive algorithms to gain non-traditional insights about target market segments, mixed media attribution, touchpoint sequences. These insights inform creative and content development, media buying strategy, and digital, direct, and other channel marketing tactics.

       

      He is a two-time top 10 finisher in the Direct Marketing Association’s Analytic Challenge and received MarketingSherpa’s Gold Award for marketing technology innovation.

AGENDA

  • Portada Miami 19
    8:15 am REGISTRATION OPENS
    8:50 am Join us for a special breakfast panel courtesy of CNN en Español

    WELCOME AND OVERVIEW

    Welcome by
    Izzy Gonzalez
    Director Cross Platform Sales, US
    CNN en Español
    @CNNEE
    Marcos Baer
    President
    Portada
    @MarcosBaer
    Janet Grynberg
    Lead Editorial Coordinator
    Portada
    @portada_online
    9:10 am HOW DATA AND CONTENT CONTINUE TO FUEL THE EVOLVING WORLD OF ADVERTISING

    MODERATOR:
    Guillermo Arduino
    CNN Anchor and Correspondent for Encuentro
    CNN en Español
    @arduinoCNN
    PANELISTS:
    Ana Crandell
    Group Account Director
    OMD Multicultural
    @OMD_USA
    Andrew W. Russo
    VP Data Science
    Starmark
    @StarmarkIntl
    Seth Holladay
    VP of Digital Research & Analytics for CNN
    @seth_holladay
    Christine Esteve
    VP E-Commerce
    Carnival Cruise Lines
    @CarnivalCruise
    10:10 am CONTENT TO COMMERCE: THE LATIN STORY

    Stanley Black & Decker is using Latin America as a major market to test innovations. As the end-user’s consumption and shopping behavior is changing by digital platforms, SB&D is proactively changing its marketing approach and producing content geared to ultimately increase sales. Learn why and how the manufacturing tools and household hardware giant is shifting from traditional commercialization strategies to an end user centered e-commerce approach to marketing.

    Andres Amezquita
    VP Digital and Commercial Excellence
    Stanley Black and Decker Latin America
    @StanleyBlkDeckr
    10:35 am MARKETING-TECH IN LATIN AMERICA: THE OPPORTUNITIES AHEAD.

    How brand marketers can reap benefits from the advance of Artificial Intelligence, Virtual Reality and Digital OOH in Latin America.

    MODERATOR:
    Alejandro Clabiorne
    CEO
    PHD Latam
    @A_Clabiorne
    Valentin Bueno
    CEO
    Latcom
    @latcom_ooh
    Ana Hoyos
    Director of Meltwater Latin America
    Meltwater
    @MeltwaterLATAM
    Ana Cristina Rivadeneyra
    Senior Marketing Lead
    WeWork
    @WeWork
    11:00 am HOW TECHNOLOGY IS TURNING EVENT EXPERIENCES UPSIDE DOWN

    New and disruptive technologies like the use of biometrics for ticketing, artificial reality and smart stadiums are redefining the consumer experience at events. A myriad of opportunities are opening up for marketers.

    Andres Polo
    Global Head of Innovation & Strategic Partnerships Marketing at Visa
    @aepolo ‏
    11:25 am
    #PortadaMIA offers senior executives from tech, media and marketing firms the opportunity to interact with brand marketers through Portada’s three-eight minute one-on-one meetup offering.
    Check out this instructional VIDEO to see how it works!
    12:35 pm ROPO: A DEEP DIVE

    ROPO (Research online purchase off-line) by consumers has become a crucial determinant of sales. It has also impacted digital vs. offline marketing attribution. Get the latest insights from a major practitioner.

    Carlos Leal
    Marketing Director
    Rappi
    @RappiColombia
    Interviewed by Kate Canel
    Director, Performance Media
    The Shipyard
    @TheShipyardCrew
    1:00 pm PANREGIONAL MARKETING CASE STUDY

    Adapting global campaigns to Latin American local markets
    Learn how Pepsico successfully launched a global marketing concept in Colombia and then expanded it throughout Latin America leveraging local relevance.

    Carlo Espinoza
    Senior Marketing Manager, Latin America Beverages
    Pepsi
    @pepsi
    Interviewed by Scott Farrell
    President, Global Corporate Communications
    Golin
    @GOLINglobal
    1:25 pm MIAMI'S EVOLVING ROLE AS A MARKETING HUB: A BRAND MARKETER'S VIEW

    Perry Ellis International's roots in Miami are deep, with the Feldenkreis family establishing the company here in 1961. Over the last six decades the firm has evolved into a major global sportswear and clothing player, but has continued to call Miami home. Hear from one of the company’s top executives who, in a 40 year+ career with the company, has played a major role in its growth and expansion. Roisman will speak to the distinct advantages Miami provides, while Jaap Donath provides an overview of the business landscape and Miami’s evolution as a global marketing hub.

    Joseph Roisman
    EVP
    Perry Ellis International
    @PEICorp
    Interviewed by Jaap Donath, Ph.D.
    Senior Vice President, Research & Strategic Planning
    The Miami-Dade Beacon Council
    @beaconcouncil
    1:50 pm CONCLUDING REMARKS
    What we learned today.
    1:55 pm ADJOURNMENT
    Light Snacks and Beverages

PARTNERS


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For more information about this event and/or other Portada offerings, please contact Sales Coordinator Michelle Lopez at
michelle@portada-online.com



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