#PORTADA17 will take place on Sept. 13-14, 2017
To learn more about sponsorship opportunities please contact
Kelley Eberhardt, Director of Sales and Marketing at firstname.lastname@example.org
Check out the full #Portada16 Event Recap here
MediaPost and Portada are Combining Forces on September 14-15, Yotel, NYC
MediaPost and Portada are working together to make an even better 10th Annual Hispanic Advertising and Media Conference (Sept 15) and Hispanic Sports Marketing Forum (Sept. 14)! Both companies will be jointly producing, marketing and programming these major annual events. Benefit from MediaPost's unparalleled penetration in U.S. marketing and media and of Portada's unique positioning in Multicultural marketing.
Join us as we celebrate 10 years of excellence at the 10th Annual Hispanic Advertising and Media Conference, the pre-eminent event for Hispanic and Multicultural marketers will be preceded by the Hispanic Sports Marketing Forum(www.portada-online.com/events/hispanic-forum) on Sept.14. MediaPost and Portada are renowned for connecting the best minds in multicultural marketing, media and tech to discuss the latest trends and changes in the marketplace. More than ever, these marquee multicultural marketing conferences produced by MediaPost and Portada will be can't-miss events.
- Multicultural Shopper Marketing: What are the Big Ideas? A Major CPG and a Big Box Retailer Provide Key insights on the Shopper Marketing Discipline
- Short Sweet and Extremely Filling: How a Major Marketer Produces Snackable Content for Hispanics
- Marketing to the Latina Millennial: What you Need to Know to Emulate the Success of Innovative Brands
- Political Marketing in a Crucial Year: New Technologies to Capture Voter Preferences
- Using Data-Marketing to reach the Hispanic Consumer: Art or Science?
- What Media Agency Should You Choose? Best Practices in Multicultural Media Buying
- Marketing Financial Services to Hispanics
- Back by Popular Demand: Speed Networking Function...and much more!
Check out coverage and highlights from last year's 2015 Hispanic Advertising and Media Conference:
Portada's Hispanic Advertising and Media Awards reward excellency and professionalism in marketing campaigns, media properties and marketing and media professionals.
2016 AWARD CATEGORIES:
- TOP MARKETER TO HISPANIC AUDIENCES
- TOTAL MARKET CAMPAIGN
- TOP SPORTS CAMPAIGN
- TOP DIGITAL AUDIO CAMPAIGN - Presented by Audio.Ad
- TOP MEDIA PROPERTY TARGETING HISPANIC AUDIENCES
- TOP CONTENT PROVIDER TO HISPANIC AUDIENCES
- “PROGRAMATICO LOPEZ” DIGITAL INNOVATOR AWARD
- TOP HISPANIC DIGITAL ADVERTISING CAMPAIGN
- TOP INTEGRATED HISPANIC CAMPAIGN
- TOP MOBILE CAMPAIGN
- “CONQUISTADOR” - TOP MEDIA PROFESSIONAL OF THE YEAR
- TOP ONLINE VIDEO CAMPAIGN
- 2016 GRAND WINNER (Most overall voted finalist of all categories)
CALENDAR AND PROCEDURE
July 18 - August 10: Nomination Period
Nominations for the 12 categories are open for submission until August 10th. For assistance with any questions or comments about submissions, please email: Awards@portada-online.com
August 15-August 26: Voting Period
August 29: Finalists are announced
Finalists are the top 3 most voted nominees per category. Portada’s Award Jury then will cast the final votes.
September 15: Award Ceremony
Winners will be announced at the 10th Annual Hispanic Advertising and Media Conference Award Ceremony on September 15, 2016. Stay tuned and follow #Portada16 for updates!
As the Director of GroupM’s Multicultural Marketing Analytics unit, Mebrulin Francisco (Meb) leads a highly specialized team dedicated to unearthing consumer insights and measuring the impact of multicultural investments. The objective of this unit is to provide clients with relevant, comprehensive and trustworthy perspectives of multicultural audiences across the US while delivering best in class solutions to address key business challenges.
Using a data agnostic approach to insights and innovative data mining techniques, Meb strives to bring research and analytics to the forefront of the discussion. Her mission is to inspire, inform, reinvent and push the boundaries on how data can be used to drive business results.
In the past 10 years, Meb has worked with major U.S. marketers across a broad range of products and services including: Diageo, Citi, Macy’s, Barclays, Kaplan, Progressive, Colgate, Chanel, TomTom, IKEA, Bose, Tamiflu, Chevron, Nestle, Bayer, Ab Inbev, Target and Purina among others. She holds a Masters of Science degree in Integrated Marketing from New York University with a specialization in Marketing Analytics and has led various industry panels where she contributed her viewpoint on the future of the Hispanic market. She has been nominated for the 2015 ARF Game Changer Award that recognizes change agents who has led their department or organizations to new heights.
Zach began his career 30+ years ago in account management on the full service agency side working at JWT, DDB and Chiat/Day. While at Chiat/Day in the early ‘90s, Zach was selected to be a part of Jay Chiat’s prestigious “Agency of the Future” task force, which helped to create the virtual office, a concept that was far ahead of its time.
After a decade on the creative agency side and foretelling a wave of media specialization, Zach joined Western Media (now Initiative) in 1995 as SVP, Group Account Director to manage Walt Disney business spanning multiple divisions of the company.
Zach joined Horizon in 2000 as EVP, General Manager and led the West Coast operation for 11 years before being elevated to Chief Growth Officer for the entire agency. During Zach’s tenure, he helped catapult the agency into the largest privately held media services agency in the U.S. Zach joined MBMG, a 13 year old agency as President in late 2015. MBMG is a full service media agency with experience in a wide range of categories including insurance, auto, retail, gaming and destination and is currently the 2nd largest buyer of national TV out of the West Coast.
Zach was the recipient of thinkLA’s prestigious “Leader of the Year” award acknowledging creative media leadership, an award typically given to agency creative directors. Zach is an active board member of thinkLA, the largest non-profit association founded to promote LA as a network of creativity and innovation in media, marketing and advertising. Zach is a graduate of Pepperdine University and is a regular guest speaker in their advertising program. He frequently moderates industry panels and authors articles covering various marketplace issues and trends.
Family. We have two boys, one in college and one in high school. Playing golf but humbled by the fact they outplay me.
A self-proclaimed political junkie with an entrepreneurial penchant, Ben Krakow is the co-founder and President of VoterGuru a political match-making startup. Under Ben’s leadership, VoterGuru has grown from a simple survey into a thriving voter education platform with thousands of users. Krakow has been featured in publications such as Inc., MediaPost, and Observer.
Ben began his career at Horizon Media, where he sharpened his digital media expertise and subsequently served as the liaison between the digital business and the technology departments.
Ben’s pension for invention extends to his personal life, where he and his wife enjoy eating his culinary creations (which regularly result in him placing poached eggs on an amalgam of leftovers).
Gonzalo del Fa
As president of GroupM Multicultural, Gonzalo plays a key role in all aspects of the
multicultural media and marketing efforts initiated by GroupM agencies Maxus, MEC,
Mediacom, Metavision and Mindshare. The goal of the division is to provide clients with
a relevant, informative and trustworthy point of view of multicultural markets and
audiences across the US, resulting in tailored communications strategies based on in-
depth knowledge of consumers.
Under Gonzalo’s leadership, GroupM Multicultural handles $600 million in billings from
clients such as Nestle, AT&T, Unilever, VW, Anheuser Busch, Colgate, Ikea, Lancôme,
Subway, Church & Dwight, Campbell’s, Abbott, KFC and Kimberly Clark.
Tracy is the Managing Director of GT Universe, a boutique marketing and event activation agency, whose mission is to get retailers and brands rediscovered through the use of targeted marketing, promotional and interactive programming. Given her long-standing relationships, Tracy develops marketing, merchandising and advertising programs that have helped companies like Jewel-Osco, Albertsons, and more than 150 manufacturers achieve double-digit sales growth through strategic partnerships and positioning.
Tracy’s career spans close to 15 years of working closely with multicultural communities, from Univision Radio San Diego to the Mexico Tourism Board Chicago to the Ethnic Marketing and Merchandising Desks for Jewel-Osco and Albertsons. With the ongoing cross-culturalization of tastes and traditions, Tracy has published articles, hosted workshops, and led speaking engagements, all around the theme of helping brands overcome obstacles as they start crossing over to appeal to new, diverse markets. Her passion and personal experience surrounding this concept have allowed companies to reach new heights as they develop and execute multicultural marketing campaigns.
Jose R. Costa
Jose R. Costa is Group President for Driven Brands, where he leads MAACO®, CARSTAR® and Drive N Style®. Collectively, these brands operate more than 1,100 body shops across North America and generate more than $1.4 billion in annual system sales.
Before assuming this role in October 2015, Costa was President of MAACO®. There he managed 500 automotive body shops across the U.S. and Canada.
Prior to joining Driven Brands, as VP of Marketing, R&D and Supply Chain at BURGER KING®, Costa grew Latin America’s EBITDA from $50 million to $80 million in 26 months. He was also President of COSTA IMC, a branding and interactive marketing firm focused on the U.S. Hispanic and Latin American segments.
Costa has over 20 years of experience working for brands such as Young & Rubicam, Bank of America, PepsiCo and YUM Brands on both the client and agency side. He also has extensive experience in restructuring portfolio companies for private equity firms like 3G Capital, Harvest Partners, and Roark Capital Group.
In 2016, Costa won the Executive of the Year Bronze Stevie® Award in the Automotive and Transport Equipment Industry category. The Stevie Awards recognize outstanding performance in the workplace.
He is the chapter leader of the Charlotte Chaîne des Rôtisseurs, the world's oldest and most prestigious food society, and he is also involved with Big Brothers Big Sisters.
Costa has a Master's degree in Integrated Marketing Communications from Northwestern University and an MBA from University of Chicago.
Bilingual & bicultural International marketing executive with extensive experience in general management, global marketing, US-Hispanic advertising, B2B/B2C, retail, CPG, financial services.
Unique background has enabled to effectively manage and lead within multicultural and multilingual business environments.
Dual citizenship in the US and Mexico. Fluent in English and Spanish, and semi-fluent in Portuguese.
Nelson Peña is currently the Vice President for the Global Foods division within Nestle USA. He is responsible for the development of our international brands within the United States as well as the brand export business. Before this role he was the Country Manager for Puerto Rico. Nelson led the Puerto Rico Office, he was responsible of the local business, government and customer relationships and the integration with Nestlé USA under the new business model where terms, trade and customer conditions were aligned to the US business. Also, he was responsible for implementing the changes in the local organization to ensure business continuity of the market.
Nelson started his career as Country Business Manager for the Nestle Professional in the Caribbean in 2010 where he led the team to further develop the foodservice business. He then moved to Dominican Republic as Executive Division Manager where he was instrumental in the restructuring of the Caribbean regional office. As part of this restructure he was later appointed as Commercial Manager for Dominican Republic and Haiti where he successfully reconstructed the business to deliver all of the objectives and ensuring a growth platform for more years to come.
Nelson brings over 20 years of experience in Sales, Marketing and Operations. Prior to Nestlé he worked for The Quaker Oats Company where he held positions in Sales, Marketing, Logistics, Quality and Finance. He then worked at PepsiCo International, as Sales Director for the Caribbean and Commercial Manager for the Caribbean.
Nelson is a native Puerto Rican whom earned a Bachelor’s Degree in Civil Engineering from the Polytechnic University of Puerto Rico and a Master’s Degree in Marketing from the University of Phoenix.
In her position as Partner and Chief Contact Strategist, Gloria is responsible for the oversight of all media planning, buying and data analytics for the agency - from terrestrial media to digital, to non-conventional. In this role, she leads their media strategists and buying teams in developing result-driven and leading edge media programs for their clients.
Gloria has over 25 years of advertising experience and she has been at the helm of some of the most remarkable media success stories for this Hispanic market. During her tenure in the industry, Gloria has managed multiple accounts and categories ranging from AT&T, Sears, Bank of America, Mazda, Procter and Gamble, Kraft, Census 2000/2010 and Amway.
In May 2005, in partnership with a colleague, Gloria co-founded CMS Partners. And in fall of 2006, Daisy Expósito-Ulla, one of the top authorities in the Hispanic advertising industry, acquired a majority stake of CMS Partners and the company was renamed: d expósito & Partners. Their list of clients' roster include: AARP, U.S. Army, McDonald’s New York Tri-State, Port Authority of New York/New Jersey, Tajín Mexican Seasoning, Amica Mutual Insurance, and NBA
Gloria has received multiple media Awards in the area of strategic planning and best use of media as well as several industry awards. In 2008, she was selected Executive Media Planner of the year. In the last two years – 2015 and 2016, Gloria and her media team was awarded the Best Media Plan of the Excelencia Award at the AHAA Conference.
Gloria is a member of the 4A's Media Measurement Committee. In her position she brings the Hispanic market perspective as it pertains to research and data/analytics that impact the advertising industry.
As the newly appointed Marketing Director at HOLA! USA, Alex oversees integrated marketing efforts on behalf of client brands as well as initiatives to support the U.S. print and digital launch of the HOLA! brand. Prior to his current role, he served as the Associate Director of Integrated Marketing for Time Inc.'s People en Español brand where he led pharmaceutical strategy development as well as the Procter & Gamble account. He has dedicated two decades to working in Hispanic marketing and advertising, and worked for over 15 years at multicultural agencies including Y&R/Bravo, Grey/WING, Publicis/Bromley, and Prime Access.
Alex’s experience includes brand strategy, consumer research, segmentation, localization of global strategy, and multi-agency team integration. While working in account management he led teams in a variety of categories such as consumer health care, beauty, food and home care products for several Fortune 500 companies including Colgate-Palmolive, Procter & Gamble, Wyeth/Pfizer, Unilever, Georgia-Pacific and McNeil Nutritionals.
Alex received his Bachelors in Arts from Yale College, where he studied Biology, and trained in pastry arts at The French Culinary Institute in NYC.
Alejandro has over 15 years of marketing experience working with Multicultural consumers from the client, agency and media sides. In his current role at Brown-Forman he leads the Multicultural Hispanic brand strategy for the Jack Daniel’s Family of Brands. He has also led Multicultural plans and programs with El Jimador Tequila, Herradura and Korbel in the development of short and long term multicultural marketing strategies.
Prior to joining Brown-Forman, Solorio worked for Elemento L2 where he served as Marketing, Brand Strategy and Business Development Director. Previously, he was Marketing Manager for Chicago Tribune’s Hoy. He also held positions with Cuarto Rojo Consulting and CEMEX Inc.
Solorio holds an Executive Master of Business Administration degree from the Kellogg School of Management at Northwestern University and a Bachelor of Arts degree in business administration and marketing from Universidad Panamericana in Guadalajara Mexico.
As Multicultural Director at media group Maxus, Leyda is passionate about cultivating multicultural expertise within the agency. Since joining Maxus in 2013, she’s helped a broad range of clients, including Nestlé, Purina and NBC Universal, launch results-driven Hispanic campaigns and first-to-market opportunities.
Previously, she served as Connections Associate Director at MV42°, where she led strategy development and account management for the MasterCard, Wendy’s and Walmart businesses. Before joining MV42°, Leyda was an Associate Director of Strategy at OMD Latino, managing the McDonald’s account and overseeing Hispanic media planning across multiple categories and clients. Earlier in her career, Leyda held positions at Universal McCann where she was instrumental in helping launch Hispanic media campaigns for brands including Lactaid and Splenda.
Leyda holds a Bachelor of Science in Advertising and Marketing Communications from the Fashion Institute of Technology. She currently resides in Riverdale, NY with her husband Sam and her six-year-old son Lucas.
Dabo Ché joined Spike DDB, Spike Lee's co-venture with DDB, in April of 2010. As ECD, Dabo works side by side with Spike to craft the creative vision of the agency and help clients evolve their brands into something considerable and relevant to what he has coined "The New Americana", a cultural psychographic not definable by race, age or economic status.
Since joining Spike DDB, he has rebranded, restructured and reinvented the agency and helped triple the size by winning new clients such as Chevy and Cadillac. In order to maintain the Brooklyn boutique culture of the agency, Dabo guides his department to pursue "passion projects" which are developed internally or crafted for specific clients such as Brooklyn Brewery, HBO and The City of New Orleans.
Previously at UniWorld Group, Dabo was the GCD on brands such as Ford, Time Warner Cable and the U.S. Marine Corps. Before that
Dabo received his BFA degree in filmmaking from The School of the Art Institute of Chicago. His passion for storytelling and the moving image is what originally guided him towards a career in advertising. He currently is development several projects as a writer, director and producer.
Nakesha Holley is an accomplished Media professional with over 18 years of designing media strategies for national regional, and local marketing campaigns. Prior to joining UWG, she held various media planning roles at a few well known agencies. Nakesha has worked on brands such as McDonald’s, Remy Cointreau, Hillshire Farms, Choice Hotels, Eli Lilly, and BMW. Currently, she works on Ford, Lincoln, Colgate, and the Home Depot.
Nakesha was recognized as one of the Top Women Executives in Advertising & Marketing by Black Enterprise Magazine in 2013 and 2015.
Nakesha holds a bachelor’s degree in Advertising from NYIT. She is a native New Yorker, born and raised in Harlem.
Sandra Howard is Associate Vice President-Advertising at AT&T Inc., the world's largest telecommunications company.
Sandra leads the development of all corporate and business advertising initiatives. She is responsible for ensuring advertising best practices are incorporated across the entire AT&T enterprise, while also integrating the AT&T brand platform, “Mobilizing Your World,” into the company’s advertising and marketing initiatives.
Sandra, who joined AT&T in 2012, began her career on the agency side before serving as Senior Director of Global Advertising and Global Consumer Insight at Burger King and as Director of Advertising/Marketing Communications for Southwest Airlines.
Maria Cristina Rios
Maria Cristina Rios is the National Director of Multicultural Strategy for Macy’s Marketing. In this role, she develops and directs business driving opportunities to capitalize on the growth of Latina, Black, Asian and LGBTQ customer segments. Using data-driven insights to better understand the Macy’s customer, she develops marketing strategies that engage and retain the multicultural consumer.
With 15 years of experience in the retail industry, Rios brings a wealth of experience in building partnerships within the Macy’s organization and externally to increase outreach to multicultural consumers. Rios began her career in Houston, TX, at Foley’s, a May Company department store, and—after various organizational changes--landed at the Macy’s New York headquarters. Rios is the recipient of numerous Macy’s Make Magic Annual Awards, an internal recognition, and has also been recognized as a leader in the Latino community in New York City.
She has a Bachelor of Arts in English-Communication Arts with an emphasis in Business from St. Mary’s University of San Antonio, TX, and is a graduate of the inaugural New York class of Mujeres de HACE leadership program. Rios is based in New York City where she is president of Asociación de Mexicanas Aliadas, a member of El Museo del Barrio’s Junior Council, a mentor at the Lower East Side Girls Club and a marathon runner.
Guillermo Abud is a global marketing and media profesional with great experience across different roles in management, sales and digital media. Memo has succeeded in Latin America and the now the US working on several industries from CPG, automobile, telecommuncations, QSR, travel and with fortune 500 advertisers such as P&G, Coca-Cola, Kellogg's, Kraft, Honda, GM, Continental Airlines, Expedia, & Samsung among many others.
Today Memo is the Head of Global Business Development & Programmatic with the main objective of Drive the company’s business growth through strategic partnerships with top agencies and advertisers.
Previously, he worked over 9 years at Starcom Mediavest Group and his last 5 years he was Vice President, Digital Director and Head of programmatic working on Multicultural clients. Prior, he worked at SMG Latin America, TV Azteca, Cyclelogic Mobile Solucions, IFX Networks Mexico & Tutopia.com.
Mr. Abud earned a bachelor’s degree in Information Systems Management from St. Mary’s University in San Antonio, Texas and a has a Search & Social Media Marketing Postgraduate from the University of Barcelona.
As President of Multicultural, US, for Publicis Media, Lisa Torres is responsible for providing leadership around Publicis Media’s state-of-the-art strategies which are geared towards multicultural consumers.
Prior to her current position, Lisa served as the President of ZO Multicultural since 2011, handling $350MM in media billings. Lisa worked directly with Zenith and Optimedia’s client strategy and investment teams to provide integrated and disciplined multicultural expertise to their clients. In over 25 years, Lisa has played an integral role in the industry, helping launch Utilisima, a Spanish-language women’s cable network; as well as introducing Protégé and Casa Cristina to the Sears and Kmart brands. Among her notable accomplishments, Lisa was named Media Planning Executive of the Year by HispanicAd.com in 2012. She has also been recognized by Crain’s New York Business as one its Top 40 Under 40 and honored as a Media All-Star by Mediaweek. She also served as President of the AAAA’s Multicultural Committee in 2008.
Shimah Akrami is a media marketing professional with more than 20 years of experience managing broadcast, print, OOH and digital media for blue-chip brands like Comcast/XFINITY, Coca-Cola, McDonalds, Taco Bell, Nestle, Hyundai, and Audi on both the agency and client side. She is currently a Senior Media Manager for Comcast’s XFINITY brand. In the role, she oversees all Multicultural and Music efforts, combining the art and science to create integrated total market media strategies that elevates the XFINITY brand and ensuring the right message is delivered to the right audience. Utilizing data-driven insights, she strategically identifies, targets and communicates to key consumer segments through media and partnerships that best engage and leverage consumer passions and interests.
Zev Gollender leads Taboola's media business in North America. Zev joined the company in 2012 and built a global team of sales and account managers, helping to drive more than $200 million in media revenue in 2014. Zev works with thousands of new and existing buyers on Taboola's media platform, including leading brands, publishers, and performance marketers encompassing the digital landscape.
Gonzalo Alonso is a business professional with more than 10 years experience in the internet industry. He has extensive knowledge of the entire digital ecosystem and a solid background in sales management.
Between 2006 and 2011 he was Business Manager of Sextageneración, one of the first 5 digital agencies to become partners with Google in Latin America.
From 2011 to 2014, he was New Businesses Manager at Infobae.com, one of the region’s most visited online news sites. During his last year, he occupied the position of Head of International Sales for the group’s 5 portals.
He also worked as a financial analyst for 3 American companies: Dow Chemical, General Electric and Monsanto.
He studied Business Management and Marketing at the Buenos Aires University of Business and Social Sciences.
Gonzalo has been the Managing Director of Audio.Ad since November 2014.
Janina Delloca-Pawlowski is the Brand Manager, Multicultural Marketing at Dunkin’ Brands where she is responsible for strategic leadership and cross-functional partnership to integrate Multicultural insights from planning through execution throughout the various communications channels (Advertising, Promotions & Sponsorships, Digital, Media, Product Development, Brand Strategy). Her career began in advertising at Ogilvy & Mather, New York, and continued at Boston Advertising agencies such as Arnold Worldwide and Hill Holliday. Janina is a member of the Association of National Advertisers (ANA) Multicultural & Diversity Committee and was a judge for the 2015 ANA Multicultural Excellence Awards; serves on the Boston Children’s Hospital Latino Advisory Council Milagros Para Niños; and is also a member of the Boston Chapter of ALPFA (Association of Latino Professionals in Finance and Accounting). Janina is originally from Buenos Aires, Argentina and received her Bachelor of Arts from Villanova University and Master of Science in Integrated Marketing Communication from Northwestern University.
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.
With more than 20 years of television experience both in English and Spanish, Guillermo Arduino began his career in the United States as a news anchor for the NBC International networks. There he served as morning anchor for the morning shows at NBC Spanish.
Throughout his tenure in international television, Arduino has covered major events from both the studio and on location. He has interviewed, both in Spanish and English, several heads of state and high-profile dignitaries from around the world.
Guillermo Arduino began his television career in his native Buenos Aires as a news anchor on CVN-America, where he presented news briefs on top stories from around the world. However, his broadcast career began in radio; he was a news reader and host on FM SI San Isidro, Radio América and Radio Argentina. He was also a radio announcer for the classical music radio station FM Clásica.
Guillermo Arduino was born in Buenos Aires but has triple citizenship: Argentina, Italy and USA. He earned his broadcast journalism degree from ISER (Instituto Superior de Enseñanza de Radiodifusión) in Buenos Aires in 1989.
Stephanie Shannon, Culture and Segment Strategist
Chicago native and current New York City resident, Stephanie has pioneered cultural strategy across challenging industries with a penchant for teaching the elephant to dance. Currently leading Cross Cultural Engagement for Verizon, Stephanie has a passion for the intersection of the art and science of lifestyle marketing. She recently joined the Verizon team, after 4 years of brand marketing at PepsiCo focusing on cultural strategy, digital engagement, branded content, and music partnerships. Stephanie is an overly proud alum of The University of Virginia and Howard University.
Hispanic marketing and sales veteran Lucia Ballas-Traynor is currently EVP of Ad Sales for Hemisphere Media Group, owner and operator of five leading Hispanic cable networks in the U.S. and Latin America. With more than 25 years of experience in Hispanic Media, Lucia has built and led top Hispanic media brands across TV, digital, mobile, print, and live events. She served as Publisher of People en Español and General Manager of Galavision and MTV Tr3s. Prior to joining Hemisphere, she was co-founder and EVP of CafeMom's MamásLatinas, a bilingual online destination dedicated to entertaining and empowering Latina moms.
Amy joined MaxPoint in 2014 and directs Product Marketing, where she enjoys communicating the value of data and measurement advances for today's digital marketer. Prior to her current role, Amy led Product Marketing for Ghostery, helping companies gain better control their marketing cloud management. Before Ghostery, Amy ran a business unit for artnet.com, developing products and managing sales for a arts-focused digital data publisher.
As Managing Partner, Multicultural Lead of Mediacom Ronald plays a key role in all aspects of the multicultural media and marketing efforts across the company’s portfolio of clients. The goal of the division is to develop a cohesive strategies that is inclusive of all target segments while addressing the nuances between them for clients such as Anheuser-Busch InBev, AARP, Bayer, Subway, and Mars to name a few.
With over 20 years of experience in integrated communications Ronald has developed award winning media campaigns for clients such as Procter & Gamble, Kraft Foods, McDonald’s, and Heineken USA.
Ronald is also a member of the 4As HS Education Steering Committee, a group of professionals tasked with enhancing programs and providing support to ensure a talent pipeline that is skilled and diverse.
Nelson began his career in marketing and advertising at DMB&B(Starcom Mediavest) where he gravitated towards technology based accounts (TheStreet.com and Epic Games). From there, he moved to Dentsu where he managed media planning for Canon Digital Cameras and Computer Solutions for over 3 years. He moved onto his longest period, working on Sprint at Mindshare, where he joined the digital team to lead geo-targeted and behavioral targeting and as well as early adoption of programmatic solutions.
He diversified his experience to include work at agencies that addressed multiple cultures (Japanese, Chinese, Korean, Russian, and African American).
He joined MEC in December 2014 to provide key clients and agency teams target relevant opportunities within several categories/accounts including retail (IKEA), QSR (KFC), and travel (Marriott).
Nelson Pinero continues his a passion for finding culturally nuanced digital solutions that enhance message delivery among multicultural audiences. His new role as Multicultural Digital Director at GroupM will assist negotiations with key digital partners within programmatic, video, social and search.
Leonor Palao is a native New Yorker and optimist, whose career has been dedicated to the field of advertising. She started her career on the agency side where she worked for 6 years developing media plans and creating media programs for various brands ranging in industries such as Financial, Pharmaceutical and CPG. She transitioned to the client side at OppenheimerFunds over 5 years ago to help manage the development of their media strategy, execute on media programs and to oversee the development of creative assets tied to the firm’s advertising campaign. At the end of 2015, Leonor and her team launched a disruptive new campaign, “Invest in a Beautiful World” which has since won 18 accolades at the Financial Communication Society Portfolio Awards and Best Corporate Media Strategy at the Gramercy Media Strategy Awards.
Leonor received her B.S. in Management with a focus in Marketing and minors in International Business and Sociology from The Pennsylvania State University and most recently received a Marketing Strategy Certificate from Cornell University. She currently volunteers at Financial Communications Society and supports charities through the organizations’ works. Ms. Palao lives in Sunnyside, Queens and in her free time can be found walking around the Metropolitan Museum of Art.
Boris is a homegrown digital marketer from Gravity, one of the country’s largest independent multicultural agencies. He joined Gravity in 2011 as a digital media planner for their multicultural focused accounts including DISH Network, U.S. Army (in partnership with McCann) and Caesars Entertainment. In just three years, Boris established himself as a member of Gravity’s senior leadership due to his capability of building and leading a comprehensive team of planners, buyers, search and social specialists while also expanding the agency’s digital portfolio to brands like Western Union, Meliá Hotels International, Affinity Health Plan and Inter Milan.
Since then, Boris has developed and co-founded the industry’s first ever multicultural DMP—AudienceM. AudienceM was built to sub-segment ethnic groups by their country of origin while applying various layers of behavioral data to pin point specific habits (i.e. Ecuadorian Volkswagen Lovers). AudienceM was recently featured in Ad Age as the first of its kind.
As Boris continues to refine and build upon AudienceM, he continually pursues innovative technology partners to further the advancement of digital multicultural solutions that benefit Gravity’s clients.
Cesar Taveras is the Head of Multi-Cultural Marketing at Rosetta Stone where he leads all marketing efforts to US Hispanics and LATAM consumers. He is responsible for managing all digital and offline media spend as well as developing and executing strategies to create awareness, generate interest and drive web and call center sales.
Trevor Hansen is the CEO and driving force behind Motivate. Under Hansen’s leadership and direction, Motivate became the leading specialized media partner in the country for reaching today's growth markets (Multicultural, Millennial, LGBTQ, Mature, Moms and Military) through relevant social, digital and traditional media activation. Hansen credits the company’s success to Motivate’s core values: humility, gratitude, commitment, passion and teamwork.
Claudia Moreno Escobar
Claudia Moreno Escobar is the Senior Multicural Strategy at Kellogg Company where she is driving multicultural digital platforms and eco-systems to engage and connect culturally relevant content to Hispanic community for Kellogg company Brands.
Previous to Kellogg Claudia joins roles leading cross functional teams in Latin America and the Caribbean Region at Campbell Soup Co. and Newell Rubbermaid contributing to brand building and consumer insights, working with brands such as V8 Splash, Campbell’s, Prego, Sharpie, Liquid Paper and Paper Mate.
Claudia offers more than 20+ years experience in the CPG arena with Fortune 500 global companies in Strategic Planning, Brand Portfolio Management, Integrated 360 Campaigns, New Product Launches, Price Strategy, Project Management, Social Media, Merchandising Programs, Consumer Research and P&L Management specializing in Latin American Region.
As Vice President, Client Solutions of IM Studio ñ, Jeffrey Duque collaboratively plays a leading role in all aspects of Impremedia's marketing solutions service division. The goal of the IM Studio ñ is to provide agencies and brands turnkey marketing solutions and activations through own-able content and influencer marketing, helping brands become storytellers, connecting to audiences at scale and helping build brand loyalty and affinity. In two years since its launch IM Studio ñ has developed campaigns for top clients such as Lexus, Nestle, Netflix, California Lottery, Cigna, Shell, Amtrak and Pernod Ricard.
With over 20 years of experience in International and Multicultural Media and Marketing Jeffrey has helped launch media properties in over 18 countries around the world and within the US Hispanic market for brands such as ESPN Deportes, Fox Deportes, Sports Illustrated, Golf Magazine, Parenting, Popular Science and many more.
Dominick Milano has been partner in Triton Digital since its inception. Milano has spent the last decade evangelizing the need for local media's digital transformation and helping clients male the transition utilizing Triton's products and services. He has spent more than 30 years in the media industry, having previously served in an array of senior management positions at the Katz Media Group, Clear Channel, and Interep National Radio Sales. A graduate of New York University, Milano resides in New Jersey with his wife and three children.
|8:00 AM||REGISTRATION OPENS
|9:00 AM||10 FACTS THAT MAKE MULTICULTURAL MARKETING GREAT
WELCOME & INTRODUCTION:
10 facts that make multicultural marketing exciting and how they are reflected in the program of our 10th annual conference.
|9:05 AM||MULTICULTURAL SHOPPER MARKETING: THE STATE OF THE ART
A major CPG and several big-box retailers delve into their best practices and ideas that are transforming the discipline...
• What a major CPG marketer needs to take into account to design a Hispanic Shopper Marketing Program
|9:50 AM||MODERN LEAD GEN:
How to generate, engage and convert multicultural leads with Social Media and Native.
|10:30 AM||MARKETING TO THE LATINO MILLENNIAL:
To a large extent Corporate America’s future depends on effectively engaging the Latino Millennial.
What you need to know to emulate the success of innovative brands:
• Omnichannel marketing strategies
|11:15 AM||MORNING BREAK
Enjoy coffee and beverages while you talk to colleagues and prospects
|11:50 AM||CROSS-DEVICE: USING DATA MARKETING TO CLOSE THE GAP IN THE MOBILE WORLD
• By connecting users across all of their devices data can be collected to gain a better understanding of the consumer world.
|12:30 PM||MULTICULTURAL IS THE NEW MAINSTREAM:
The view from the corner office
Client and agency side C-level executives explain why multicultural has become the new mainstream.
|2:45 PM||DO MULTICULTURAL MEDIA AGENCIES HAVE A REASON TO EXIST?
|3:30 PM||MEDIA AND TECH INNOVATORS SPEAK OUT:
How they meet consumers where they are now and where they are heading next.
Multicultural audiences are at the forefront of digital and mobile growth. New tech is continuously reshaping their expectations...
|4:30 PM||AWARD CEREMONY
Brand and agency executives from Portada’s Editorial Board will announce and greet the award winners in 12 different categories!
|5:15 PM||SPEED NETWORKING FUNCTION:
Meet dozens of brand marketing and agency execs.
Back by popular demand! After all the thought leadership and insights now it is time to make connections with decision makers at brands and agencies.
|6:15 PM||ROOFTOP TERRACE PARTY
Presented by Batanga
Join conference attendees and speakers and have drinks and snacks while you enjoy views of the New York City skyline!
ROOF-TOP PARTY SPONSOR
Attendee Badge Sponsor
Reserve your room at the Portada Group Rate!
LIMITED TIME EXTENSION! Must book by Monday September 5!
Take advantage of the special rate, US $299 +tax for Premium Queen Cabin.
Book Online Now!
YOTEL New York offers a comfortable, lively and tech friendly atmosphere at an affordable price. Premium Queen Cabins come with the signature ‘SMARTBED’ featuring Serta mattresses as well as free Wi-Fi everywhere and free coffee, tea, and muffins each morning. Guests can take advantage of the onsite restaurant ‘Green Fig’ and Terrace space for personal or client entertainment.
You can also make reservations by calling the Pre-Arrival Team directly (877) 909-6835 and identify yourself as being with the Portada 2016 Block or Block Code ‘PORTADA2016’.
YOTEL New York
570 10th Avenue, New York, NY 10036
DOWNLOAD THE #PORTADA16 PROGRAM!