Past Events


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  • Save the Date for the 2017 PortadaLat!
    June 7-8, 2017

    Check out the PortadaLat 2016 Event Recap

     


    Expanded Focus and  Sessions:

    • Data Marketing Forum
    • Spanish-language Online Video Marketers and Influencers Meeting
    • Travel & Luxury Marketing Showcases
    • Multicultural Entrepreneurship Sessions…and more!
    Learn about previous editions of #PortadaLat – Check out the 2016 Event Program!

    #PortadaLat, organized by Portada, the leading Source on Latin Marketing and Media, is the premier conference in the Latin American and U.S. Hispanic marketing and media space. This marquee conference is a two-day annual gathering of key brand marketing, advertising, media and content leaders from all over the Americas.  In its 8th annual edition, #PortadaLat will be a two day event brimming with fresh ideas, market intelligence and networking opportunities. The event will take place in Miami’s Hyatt Regency Hotel on June 8-9, 2016. Only Portada can provide you with the highest quality up-to-date content and introduce you to hundreds of key players.

    Click here to view our 2016 PortadaLat Preview

    #PortadaLat 2016: A Preview from the Speakers

    MAJOR ADDITIONS TO #PORTADALAT

    • Data Marketing Forum: Using Data Driven Marketing to reach Latino Consumers
      #PortadaLat will provide a unique setting for marketers targeting Latin consumers in the U.S. and Latin America to delve into how Big Data can revolutionize marketing efficiency
    • Travel and Luxury Marketing Spotlight.
      Latin America and the U.S. Hispanic market are a key inbound and outbound destination for global Travel and Luxury marketing companies. Hear how major brands are approaching the region and their innovations in digital marketing.
    • More Sessions exploring the Marketing Technology Revolution
      From Content Marketing Technologies and Practices, to Digital Targeting to Crowdsourcing, leading experts will provide actionable insights to major leading practitioners about major innovations.
    • Expanded Speaker Roster of Brand Marketing and Media Stars
      Expect #PortadaLat Speakers to be filled with dozens of key brand marketers, major media agency players, key social influencers and media stars.
    • Online Video Forum
      A unique hub for excitement and idea sharing on the OTT Revolution throughout the Latin world. Monetization, Viewability, YouTube, Facebook and beyond.

    Check out additional past #PortadaLat editions:

    To explore great ways to integrate your brand in PortadaLat,
    please contact Sales/Marketing Director Kelley Eberhardt at kelley@portada-online.com


    KEY HIGHLIGHTS OF #PORTADALAT


    PortadaLat 2016 Awards
    Calendar & Timeline

      • MARCH 21 – APRIL 15: AWARD NOMINATION PERIOD
      • APRIL 27- May 11: AWARD VOTING PERIOD
      • MAY 16: FINALISTS ARE ANNOUNCED
        Finalists will consist of the top three most-voted nominees per category. Portada’s Award Jury will cast the final votes, and winners will be announced at #Portadalat’s Award Ceremony on June 9, 2016. The Award Winner with most votes of the 12 categories is the 2016 Grand Winner.

     

    Portada’s Editorial Board Members (Award Jury) will choose among the three finalists in each category.
    Jury members include:

      • Carlos Espíndola, Gerente eHub Latinoamérica, 3M
      • José Ruiz, Director, LAD Advertising & Online, Oracle
      • Giselle Fiumara, Global Marketing Communications Manager, Volkswagen 
      • Raquel Solórzano, Directora de MediosRegionales, Diageo

     

    • JUNE 9: AWARD CEREMONY AT #PORTADALAT ON JUNE 9


  • Past Events & Speakers












    • Adam Singolda

      CEO

      Taboola

      Adam Singolda

      CEO
      Taboola

      Adam Singolda

      Adam Singolda is founder and CEO of Taboola, the leading discovery platform, serving 300B recommendations to over 750M unique visitors every month.
      Previously, Adam served as an officer in an elite mathematical unit of the Israeli National Security Agency.
      Recently named “Entrepreneur of the Year” by Geektime, Adam has spoken on stage at TEDx, Collision, Kaltura Connect, Business Insider’s IGNITION, ClickZ LIVE, Advertising Week, 360i Marketing Summit, Web Summit, Landmark Ventures Media Technology Summit, and more.

    • Adriana Grineberg

      Regional Director – Facebook Latin America

      Facebook, Inc.

      Adriana Grineberg

      Regional Director – Facebook Latin America
      Facebook, Inc.

      Adriana Grineberg

      Adriana Grineberg is the Regional Director of Facebook in Latin America, responsible for the pan-regional business and the Miami operation of the company. In June of 2011 Adriana joined Facebook in the Brazil office as one of the first employees in the region. With over 15 years of experience in the media and technology business, Adriana helped educate key consumer goods companies in the region on how to better use innovation to improve their performance.

      Previous to Facebook, Adriana spent five years at Google as a Business Director in Brazil.

      Based in the US (Miami) since June of 2014, Adriana and her team have been influential in supporting large companies such as Procter & Gamble, Unilever, P&G, Coke, AB-Imbev , Netflix and other global corporations on how to leverage media and technology to reach their key consumers.

      She graduated with a degree in Advertising and holds an MBA from the Escola Superior de Propaganda e Marketing.

    • Alejandro Rosado

      VP, Content Creative Director Latin América

      Publicis One

      Alejandro Rosado

      VP, Content Creative Director Latin América
      Publicis One

      Alejandro Rosado

      He joined Publicis Groupe 12 years ago when he started as a Strategy Associate for P&G brands. Prior to joining Starcom, Alejandro worked as a Strategic Creative Planner at McCann Erickson and copywriter at Havas. Alejandro now works as a VP, Regional Creative Content Marketing Director at LiquidThread, managing clients such as Mondelez, Coke, Samsung among others. He is responsible for managing content creation, curation and emerging/creative media projects for his clients. He always thinks creatively to apply new technologies/platforms to drive client objectives. Also, he served as a key innovator with regards to emerging media especially in digital. In turn, this has helped him win international awards such as a 5 Lions at Cannes and other awards at The Festival of Media, the Internationalist of Innovation in Media, Gunn Report, Cristal Awards, FIAP, El Sol de Iberoamérica and El Ojo de Iberoamérica.

    • Alfonso Cueto

      Multimedia Sales Latin America

      ESPN International

      Alfonso Cueto

      Multimedia Sales Latin America
      ESPN International

      Alfonso Cueto

      Alfonso Cueto is the Senior Director, Multimedia Sales for ESPN Latin America, and is based in Miami, Fl. Promoted into the position in April 2012, Cueto leads the multimedia ad sales team efforts in Miami for all Latin American pan regional advertisers, as well as managing Ad Sales representatives in Venezuela, Central America, Dominican Republic and the Caribbean. The Miami office is responsible for selling all mediums available across Latin America and Brazil, including Television, Digital, Print and Radio Assets. In 2007, Alfonso was recognized as the International account executive of the year at ESPN and, under his first full year leading the Miami team, the office was also named the top Spanish-speaking Latin America sales office of 2012, Successes included a 40% growth versus the previous year.

      Cueto’s tenure at ESPN began in 2001, where he served as a Sales Planner for ESPN Latin America Sales in Miami. In 2003, he was promoted to Associate Account Executive, followed by a promotion to account executive in 2005. He then became an Ad Sales Manager in 2007, and in 2009 Sales Director.

      Prior to joining ESPN, Cueto worked as a Sales Planner for BBDO Latin America where he handled accounts such as Visa, Audi and FedEx.

      Cueto is a graduate of Spring Hill College in Mobile, Alabama with a Bachelor of Arts, with a major in advertising and a minor in marketing. Cueto was also a four year letterman on the Spring Hill College men’s basketball team.

    • Alfredo Pedroso

      Director, Pan Regional Ad Sales

      Sony Pictures Television Latin America

      Alfredo Pedroso

      Director, Pan Regional Ad Sales
      Sony Pictures Television Latin America

      Alfredo Pedroso

      Alfredo is a seasoned leader and well-known brand champion throughout Latin America and the U.S. Hispanic market. With over 25 years of experience in global businesses he has a broad management background encompassing P&L responsibilities, operations, marketing and branding. Over the course of his career Alfredo has developed and executed successful multi-platform consumer experiences within the automotive, CPG, financial services, technology, alcoholic beverages and QSR categories. He has extensive experience in digital marketing, media arts and technology and legacy media. Alfredo is also entrepreneurial, having launched multiple businesses within the corporate frameworks of Y&R and JWT. Amongst these business units was one of the first digital agencies – Y&R 2.0. He has also grown his own consulting firm generating engagements from both marketers and agencies.

      Alfredo is a long-time resident of Miami. Fluent in Spanish and English and able to understand and communicate in basic Portuguese, he is an avid skier, reader and distance runner. He is married and has three children.

    • Andrea Isaac

      Head of Front Office,

      Havas Media Group LATAM

      Andrea Isaac

      Head of Front Office,
      Havas Media Group LATAM

      Andrea Isaac

      Andrea began her career at Havas Media International as a strategist. Her tireless efforts to innovate and provide enhanced solutions for clients inspired her to later take on a product development role, where she spearheaded the development of 4 core digital products for the agency: Social Media, Analytics, Search and Mobile. Simultaneously, she led the day-to- day operations of the agency’s digital arm, guiding the team in strategic planning, implementation, and campaign analytics.

      She was later appointed Head of Business Development and Strategy at Havas Media International in Miami, where she led the agency’s overall strategic development, provided a clear commercial vision, created new practices and methodologies that promote innovation, and supported the digitalization of all media planning teams.

      As SVP Corporate Development, Andrea led the group’s product and commercial development in the region. Now she is primarily responsible for commercial development, marketing & communications, as well as product & corporate development, together with our Global Front Office.

    • Andrés Franklin

      Director América Latina

      Sojern

      Andrés Franklin

      Director América Latina
      Sojern

      Andrés Franklin

      Andrés is responsible for leading Sojern’s commercial activities in Latin America, including cross-vertical sales and development of new partnerships.

      Andrés has 18 years of multilingual business experience in digital media and technology at corporate and start-up environments. He has a track record of exceeding revenue goals and building strategic partnerships for companies like WorldRes, AlcanceMG, Leapfrog and in-agency at ModemMedia/Digitas and AKQA.

      Born and raised in Puerto Rico, Andrés has an MBA from UC Berkeley, a B.S. from Lehigh University, and lives in San Francisco with his wife Cecilia and daughter, Eva.

    • Anthony DeMaio

      VP of Global Sales

      The Washington Post

      Anthony DeMaio

      VP of Global Sales
      The Washington Post

      Anthony DeMaio

      Anthony DeMaio is currently the Vice President of Global Sales at The Washington Post. Prior to this, he served as both Associate Publisher and Publisher of Slate. Before joining Slate in 2012, Anthony was with Washington Post Digital, where he held several positions including director of East Coast advertising. He has been an IAB presenter on Native ad revenue and a DCN (OPA) presenter on video revenue models. Anthony earned his B.A. in Political Science and M.S. in Mass Communications and Public Relations from Boston University.

    • Benoit Wirz

      Director of Venture Investments

      John S and James L Knight Foundation

      Benoit Wirz

      Director of Venture Investments
      John S and James L Knight Foundation

      Benoit Wirz

      Benoit Wirz is Director of Venture Investments at the John S and James L Knight Foundation. Ben manages the Knight Enterprise Fund, a venture fund investing in early stage media and tech startups that improve access to quality, useful information. He also helps advise the non-profits in Knight’s portfolio, with a particular focus on helping to build a stronger entrepreneurial ecosystem in Miami. Ben joined Knight Foundation in 2010. Prior to Knight, he was a partner with US Global, where he invested in and developed energy, manufacturing and technology companies. Ben earned a BA and MA in International Relations from Stanford University and an MBA from INSEAD

    • Carlos Espíndola

      Head of Latin America Digital Center

      3M

      Carlos Espíndola

      Head of Latin America Digital Center
      3M

      Carlos Espíndola

      I currently hold the position of E-Hub Manager Latin America in 3M developing eCommerce, eMarketing, Content strategy, Social Media and strategic alliances within and outside the company. Focus on business results KPIs and strong management for ROI. Also active member in IAB México.
      Served as Latin America E-Marketing Manager at Grupo MABE and GE developing e-marketing strategies leading the content strategy for the pages of Mabe, GE, Easy, IEM, also coordinated the development of B2B International Mabe and operations in Rusia, and served as a strategic link between IT and marketing departments within the group.
      Bachelor of Communication Sciences and Master in Business Administration with specialization in Marketing from the University Intercontinental AC.

    • Carlos F. Orta

      Vice President of Corporate Affairs

      Carnival Corporation & PLC

      Carlos F. Orta

      Vice President of Corporate Affairs
      Carnival Corporation & PLC

      Carlos F. Orta

      Carlos Orta joined Carnival Corporation & plc in March 2014 as Vice President of Corporate Affairs. In this newly created role, Carlos has leadership and oversight of state, local and international affairs. He also works closely with corporate communications and community relations and leads the company’s efforts in multi-cultural marketing and Diversity & Inclusion.

      From April 2006 to February 2014, Carlos served as President & CEO of the Hispanic Association on Corporate Responsibility (HACR). Under his leadership, revenue and corporate memberships nearly doubled, several new programs and initiatives were created, the HACR Research Institute was revitalized, and the organization produced an award-winning, short documentary film series called Insider Game.

      Prior to leading HACR, Carlos spent 10 years at three Fortune 500 companies: Anheuser-Busch, Inc., Ford Motor Company, and Waste Management, Inc. He worked in the areas of government relations, community affairs and philanthropy.

      Carlos currently serves on the board of directors of the Greater Miami Chamber of Commerce and the South Florida Progress Foundation. He is past chairman of Leadership Miami (1998-1999), a member of Leadership Florida, Class XV, and an Aspen Institute Ideas Festival Scholar (2009).

      Carlos is a graduate of Barry University and has completed executive education programs at Harvard Business School (corporate governance) and UCLA Anderson School of Business (Latino Leadership studies).

    • Carlos Leal

      Sr. Consumer Marketing Manager

      Nestlé

      Carlos Leal

      Sr. Consumer Marketing Manager
      Nestlé

      Carlos Leal

      Carlos Leal has built his career at FMCG companies; with more than 11 years of category and brand building, Digital marketing, Shopper and Trade Marketing and Sales experience, building both global and local brands is currently Sr Consumer Marketing Manager leading the Cocoa and Malt Beverage Business for Nestle the world’s largest food company managing MILO® and NESQUIK® in Colombia. He holds a Bachelor’s degree in Business Administration, a Master´s Degree in Strategic Marketing and is candidate to an Executive MBA.

    • Cynthia Evans

      Director Insights and Thought Leadership

      Group M Latin America

      Cynthia Evans

      Director Insights and Thought Leadership
      Group M Latin America

      Cynthia Evans
    • David Fierro

      VP Retail Bank Marketing

      Banamex

      David Fierro

      VP Retail Bank Marketing
      Banamex

      David Fierro

      David is a senior marketer with 26 years in the marketing & media industry.

      His professional journey includes almost every communication media fields. He has being part of several evolution processes, from the Broadcast TV monopoly in México to the digital crowdsourcing era, from the publisher content transformation to the advertiser efforts to keep the pace with the new media.

      With strong bases on research & analytics focused on commercial porpoises, David Fierro have observed and participated on the industry evolution trough many points of view.

    • Dorothy Dowling

      CMO

      Best Western

      Dorothy Dowling

      CMO
      Best Western

      Dorothy Dowling

      Dorothy Dowling is senior vice president and chief marketing officer for Best Western® Hotels and Resorts. Dorothy, a 30-year hotel industry veteran, directs all marketing and sales strategies, overseeing the brand’s loyalty program, consumer and field marketing activities, advertising, public relations and e-commerce.

      Since joining Best Western in 2004, Dowling has implemented a number of measures to increase market share and contemporize the iconic Best Western brand. She re-branded the company’s loyalty program to Best Western Rewards®, increased its membership by 13 million and more than doubled its revenue contribution percentage to hotels. The program has since earned key industry recognitions, such as the top loyalty program by Loyalty 360, the third best loyalty program by U.S. News & World Report, and was the recipient of the American Express Loyalty Award.

      Under Dowling’s leadership, Best Western has strengthened its strategic partnership with AAA/CAA. As a result, Best Western has been named AAA Lodging Partner of the Year every year since 2008. In 2014, Best Western also won AAA recognitions for Best in Marketing and Best in Sales.

      During Dowling’s tenure, Best Western introduced its descriptor program, which established three distinct hotel types, and made significant investments in its sales programs. As a result, Best Western Plus was voted the Best Upper Midscale Hotel brand in the 2014 and 2015 Business Travel News survey. Additionally, Best Western was voted the No. 1 Midprice hotel brand in 2014 and ranked in the top 3 in 2015. Best Western beat out brands such as Hampton, Holiday Inn and Fairfield to take the top spot as the favorite for business travel.

      Dowling has also overseen critical user experience improvements to the bestwestern.com booking channel, as well as the launch of multiple mobile initiatives, including the iPhone and Android application, Best Western to Go®. Under her leadership, Best Western has become a leading hotel player in digital marketing through innovative partnerships with TripAdvisor, Facebook and Google, among others.

      In September 2013 Dowling was named vice president of the Global Business Travel Association Allied Leadership Council. Dowling currently serves on, and is a former chair of the HSMAI Americas Board of Directors, and is past president of HSMAI Canada.

      Dorothy has been honored with a number of awards, including being named the 18th most influential Chief Marketing Officer (CMO) in the world in the Forbes/ScribbleLive/LinkedIn’s 4th Annual CMO Influence Study in 2015. Dowling, who jumped in the rankings from 27th in 2014 to 18th in 2015, is the third highest ranked female CMO on the list. Additionally, she received the prestigious American Hotel Foundation Award for Best Practices in Guest Loyalty Programs, and was among HSMAI’s Top 25 Extraordinary Minds in Sales and Marketing two times. Finally, in 2014, Dowling was inducted into the Direct Marketing News Marketing Hall of Femme.

      Before joining Best Western, Dowling held executive-level positions with ARAMARK’s parks, resorts and conventions divisions. She began her hospitality career in Canada after earning a joint Masters of Arts degree in sociology and leisure studies from the University of Waterloo in Ontario. In 2008, Dorothy received the university’s Distinguished Alumni Award.

    • Emilio Sanchez

      ‎Director of Business Development at EFE News

      Efe

      Emilio Sanchez

      ‎Director of Business Development at EFE News
      Efe

      Emilio Sanchez
    • Fernando Monedero

      Managing Director

      IPG Mediabrands

      Fernando Monedero

      Managing Director
      IPG Mediabrands

      Fernando Monedero

      Fernando Monedero embodies the main qualities of a successful marketing and media executive. Hard working, skillful, a great communicator and cosmopolita.

      Spain born Monedero, is currently responsible for the day to day operational, financial, new business and client management of the Miami office of IPG Mediabrands.

      Earlier in his career Monedero held leading positions at MEC as LATAM Regional Digital Director, working on translating MEC’s global digital vision and increasing their digital footprint across the region and Havas Media, leading different departments, such as Social Media (Socialyse), SEM, Mobile Marketing (Mobext), the ADT/DSP (Affiperf) and Data & Analytics team for communication strategies and cross media analysis with clients in the U.S. Domestic and Hispanic markets and designed and implemented Pan Regional campaigns for Latin American advertisers.

    • Francisco Morillo

      Digital Marketing Manager

      Xoom

      Francisco Morillo

      Digital Marketing Manager
      Xoom

      Francisco Morillo

      Francisco Morillo is digital marketing and advertising expert with a focus in strategy, implementation and optimization of metric driven digital campaigns. At Xoom, A PayPal Service, Francisco is responsible for managing digital advertising programs to drive brand’s customer acquisition growth for Latin America, Asia, Europe and Africa. There, he also directs search and display programs, and oversees agency relations. Previously, Francisco worked at several agencies as a digital media director, and also has experience in the e-commerce industry. Francisco has a passion for data analysis and its potential to innovate and drive business growth within the US Hispanic and Latin American digital markets.

    • Guillermo Morrone

      Vice President, Head of Global Content Strategy

      Mastercard

      Guillermo Morrone

      Vice President, Head of Global Content Strategy
      Mastercard

      Guillermo Morrone

      Guillermo Morrone is MasterCard’s Vice President, Head of Global Content Strategy. He graduated from the University of Buenos Aires and has worked in marketing and communications on the client and agency side for over 15 years.

      At MasterCard, he was previously the VP Head of Merchant Marketing for the Latin America and Caribbean Region (2012- 2013) and the Head of Marketing for GEO Central (2007-2011).

      Prior to joining MasterCard in 2007, Guillermo was the Chief Client Officer for the Miami based advertising agency diego+heymann+partners. He managed the relationships with clients such as Visa, Alamo Rent a Car, Disney Parks and Delta Air Lines for Latin America and the US Hispanic markets.

      In addition, Mr. Morrone led Delta Air Lines’ International Marketing team in Atlanta, GA for three years. Under his leadership, the team re-launched the brand in Europe, Asia and Latin America in order to build stronger brand recognition with consumers and increase active brand preference in those markets. He was named Worldwide Chairperson of the Advertising and Brand Team of the SkyTeam Alliance (2003-2006).

      Toward the beginning of his career, he was the Head of the International Marketing team for United Airlines from 1998 to 2003. Guillermo played a key role in the airline’s efforts to develop an integrated global advertising campaign. He successfully developed and implemented United’s first international website strategy launching 8 sites in 1999. Prior to moving to Chicago, IL, he led United Airlines’ Marketing Communications and PR department in Argentina in 1993.

      Mr. Morrone was recognized as one of the “Top Ten Marketing Professionals” of 2015 by Portada Magazine and one of the “2015 Latin America 50 Marketing Stars” by The Internationalist.

    • Gustavo Garcia

      EVP, Regional Managing Director

      Ariadna

      Gustavo Garcia

      EVP, Regional Managing Director
      Ariadna

      Gustavo Garcia

      Gustavo is the Regional Managing Director of Ariadna in the US, leading a team of passionate brand strategists, creatives, media experts, data scientists, cultural connectors and tech innovators that bring to life ideas and strategies to reach and engage consumers through all type of media and brand experiences. Under Gustavo’s leadership, Ariadna serves clients targeting consumers in the Americas including American Express, Novartis, Sandoz, Visit Orlando, LatAm Airlines, Palace Resorts and Juan Valdez Café.
      A senior agency leader with over 16 years of experience building and managing digital marketing business, Gustavo has a strong track record in leading teams and client engagement, envisioning successful brand strategies and implementing connected consumer experiences across media platforms and touchpoints.
      As Vicepresident and Head of Edelman Digital, Gustavo led the business transformation of Edelman Miami -part of the world’s largest independent agency network- into an integrated communications agency with a strong digital and creative offering, working with clients such as HBO, TeletonUSA Foundation, Alcon, Diageo, PepsiCo, Yahoo! and Houston Methodist Hospital, targeting audiences in Latin America and the US markets. Under his guidance, the team grew in accounts and digital billings and created groundbreaking campaigns, including TeletonUSA’s “#Moment to Act” celebrity-packed program.

      Prior to Edelman, he was Chief Strategist and Executive Creative Director for M8 (Media 8), a Miami-based digital agency, leading a team of digital strategy, content, social media and creative professionals to drive award-winning work. Some marquee programs lead by Gustavo included the re-imagination of General Mills’ “Qué Rica Vida” a flagship US Hispanic content engagement platform; PlayStation’s “Vive en Estado Play” an immersive digital branding campaign in LatAm; Tiffany & Co. Latin America’s first social media program; Sony Electronics’ Regional Web Product Platform; Starwood Hotels “Destination: Latin America”, a multilingual travel editorial content site; and Master Card’s “Consumo Inteligente” a financial education program for underserved communities in LatAm.
      His work has merited several industry awards including Addy’s (local and national), Portada, MSN Creative Awards, AdAge’s Hispanic Awards, OMMA, MiXX and adTech Awards.

    • Hernan Rodriguez

      VP Latin America

      Gravity 4

      Hernan Rodriguez

      VP Latin America
      Gravity 4

      Hernan Rodriguez

      Being an entrepreneur himself, Hernán Rodriguez has focused on commerce, mobile, and social marketing throughout his career. Prior to having his startup acquired by Gravity4, Hernán founded an e-commerce site similar to Amazon for Latin America. Among other ventures, he founded a former software company which was also acquired. Hernán is an alumni from UCLA’s Anderson School of Management, and enjoys sharing his passion for advertising among various Facebook marketing startups around the country.

    • Ismalis Mendoza

      Senior Manager of Marketing and E-Commerce

      Marriott International

      Ismalis Mendoza

      Senior Manager of Marketing and E-Commerce
      Marriott International

      Ismalis Mendoza

      Ismalis has more than 14 years of communications experience. She began her career in 2001 at Media Map (a WPP company) before moving to Zenithoptimedia, where she handled Hewlett Packard for the Latin American region. She also worked at Universal McCann, overseeing online advertising initiatives for Texas Tourism, Embratur (Brazilian Tourism Board), MasterCard and General Motors before moving to Hispanic Group as a digital media strategist, handling mobile and online display advertising for DishLatino. At MARCA Miami she held a dual role as media supervisor and senior account executive and oversaw marketing endeavors for a variety of clients including Norwegian Cruise Lines acquisition and Hispanic advertising, PNC Bank and five Tracfone brands for the Hispanic market. Most recently she was marketing manager/director at Ares Distributors, a luxury watch distributor for North America, where she handled all marketing communications for eight luxury watch brands in the US, Caribbean and Latin America, and she was an integral part executing the FIFA World Cup sponsorship that included media buying/planning, media relations, opening of pop-up stores and point-of-sale incentive programs, and 27 in-country events during the World Cup. Ismalis has also independently consulted on the development of marketing strategies and tactics for Unique Vacations LTD (The worldwide representative of Sandals and Beaches Hotels), TAG Heuer and Bomberg. Ismalis is currently the Senior Manager of Marketing and eCommerce for Marriott International’s Florida Select Service and Extended Stay portfolio.

      She holds a Bachelor of Science in Communications from Boston University and is completing her master’s in advertising.

    • Jeremy Gilbert

      ‎Director of Strategic Initiatives

      The Washington Post

      Jeremy Gilbert

      ‎Director of Strategic Initiatives
      The Washington Post

      Jeremy Gilbert

      As Director of Strategic Initiatives at the Washington Post, Jeremy leads the newsroom to identify, create, and execute unique digital products and storytelling experiences. He reimagined election night experiences, created The Post’s first virtual reality stories, built a freelance network that changes how The Post covers national stories and launched a new leadership vertical. Jeremy works closely with the engineering, product design, graphics, audience, analytics and advertising teams. Previously he led digital strategy at National Geographic, taught journalism at Northwestern University, worked at The Poynter Institute and art directed a couple of newspapers.

    • Jorge Rocha

      Digital Director/Mobile Lead Latin America

      Starcom MediaVest

      Jorge Rocha

      Digital Director/Mobile Lead Latin America
      Starcom MediaVest

      Jorge Rocha

      Jorge Rocha majored in Marketing at UNIVA in Mexico and took programs in California; one in music business at MI and another in Digital Marketing with USD, in addition he got the Mobile Marketing Association certification. His starting point was on the music industry where it later lead him to the media agency world as sort of a “happy accident”. Over the last 8 years he has collaborated for the 2 biggest global advertising groups (Havas & Publicis); where he had the opportunity to bring differentiated use of media, strategy, innovation and product in terms of digital marketing and mobile solutions for brands such as NIKE, BMW, P&G, Coca-Cola, LEGO, Mead Johnson and Brown-Forman.

      As personal projects he has been a blogger and after launching an electronic music LP on various digital distribution outlets, Jorge is working on his 2nd album which is built under a ZERO Macs outline, producing “like in the old days” with a series of hardware (Synthesizers, Grooveboxes and Samplers) all connected via the MIDI protocol.

      At the moment, Jorge lives in Miami

    • José Luis Carrete Alfeiran

      Digital Officer

      City Express Hotels

      José Luis Carrete Alfeiran

      Digital Officer
      City Express Hotels

      José Luis Carrete Alfeiran

      José Luis has specialized for the past fifteen years in the digital industry, focused on creating new business and leverage new technologies for marketing projects and generating new business opportunities. From 2001-2007, he was Director of Business Development and Strategy for Terra Networks, Telefonica Group company. In 2007 he founded ‘SmartKeyTV’, a company focused on solutions for publishing audio / video on the Internet and mobile. He also founded a management agency (AMAC Media) media to attend exclusive all digital properties of Brasil Telecom in the US Hispanic market. In mid-2009 he founded ‘PubliView’ in Mexico. In October 2010 he joined Grupo Televisa as Director of Business Development for Televisa Interactive Media. In September 2016 he joined City Express Hotels as Digital Officer.

    • José Luis Pérez

      Performance Marketing Manager

      Volaris

      José Luis Pérez

      Performance Marketing Manager
      Volaris

      José Luis Pérez

      José Luis Pérez is the performance marketing manager at Volaris Airlines. With 6+ years of experience inside the organization and knowledge in Marketing, Revenue Management, Demand & Revenue Forecasting and Reporting.
      With a strong passion about data and analytics, to bring insight and best solutions and practices to the organization.
      He currently works in the marketing team generating strategies, pursuing optimization and innovation in performance activities. His main objective is to bring traffic to the webpage, allocating investment in digital channels and generating ROI.

    • Jose Luis Valderrama

      President and Founder

      Hispanic Group

      Jose Luis Valderrama

      President and Founder
      Hispanic Group

      Jose Luis Valderrama

      Mr. Valderrama is the President and Founder of Hispanic Group, an independent, minority-owned agency that specializes in customized communications solutions across all disciplines of advertising, traditional, digital and social media, branded content, direct response services and experiential marketing to the varied and fast-growing segments of the Hispanic and Multi-Cultural population. Valderrama began his three-decade trajectory in the media and advertising industry working as a producer at Radio Panamericana in Peru in 1981. He remained there for over a decade, assuming the role of sales executive and sales manager for the leading broadcast station in the country. He later went to Panamericana Television, the most prominent television station in his country, where he was named vice-president of marketing and sales. With more than 30 years of industry experience, he has been instrumental in driving sales and growth at radio and television stations, a telecommunications company, as well as advertising and marketing firms in Lima and Miami.

      In 2002, Valderrama decided to build on his multicultural experience and broadcast industry know-how by launching a full-service advertising agency for the U.S. Hispanic market. The Company has grown rapidly since its inception, undertaking campaigns on a national level, as well as demographic market areas (DMAs) in more than 42 cities across the country.

    • Juan Guillermo Restrepo

      Digital Marketing Manager

      Fallabella

      Juan Guillermo Restrepo

      Digital Marketing Manager
      Fallabella

      Juan Guillermo Restrepo

      Young digital marketing professional with eight years of experience focused towards design, administration and generation of marketing strategies for an effective brand positioning. Knowledge in management of traditional media, digital marketing, retail and e-commerce. Passionate about the development of marketing strategies in a highly competitive market.

    • Kyle Psaty

      Director of Product Marketing

      Brand Networks

      Kyle Psaty

      Director of Product Marketing
      Brand Networks

      Kyle Psaty

      Kyle Psaty is the Director of Product Marketing at Brand Networks. An experienced digital marketing leader, Kyle is charged with bringing the company’s highly technical software to life in the minds of the world’s top marketers. He’s built and executed social and digital strategies for Fortune 500 brands, professional sports teams and early-stage startups. Kyle was also the original Editor-in-Chief of BostInno, a Boston-area tech and culture publication. Kyle graduated from Hamilton College and resides in Pittsford, N.Y.

    • Lara Migliassi

      Vice President of Global Brands

      Hyatt Zilara, Hyatt Ziva, Hyatt Residence Club, and Hyatt-branded Residences

      Lara Migliassi

      Vice President of Global Brands
      Hyatt Zilara, Hyatt Ziva, Hyatt Residence Club, and Hyatt-branded Residences

      Lara Migliassi

      Lara Migliassi is the vice president of global brands. She is responsible for the brand development and management of Hyatt’s all-inclusive brands, Hyatt Zilara and Hyatt Ziva, as well as the Hyatt Residence Club brand and Hyatt-branded residences.

      Migliassi joins Hyatt with nearly 20 years of brand marketing expertise, including most recently with Univision where she was senior vice president of corporate marketing. Before Univision, Lara managed bilingual marketing programs in Latin American markets for Deutsche Bank.

      Migliassi is based in Miami.

    • Leticia Ganem

      Commercial and P&R Director

      ¡HOLA!

      Leticia Ganem

      Commercial and P&R Director
      ¡HOLA!

      Leticia Ganem

      Leticia was born in Veracruz, Mexico. Mother of 2 incredible kids. She holds a bachelor degree in Touristic administration with more than 24 years of professional experience focused in commercial & publicity inside the publishing industry. Her career began in Camino Real organizing events & public relations for special guests, that path guided her to work for a very prestigious restaurant chain (LE CIRQUE) developing the enterprise events and the VIP specials. After a few years she moved to the publishing industry inside GRUPO EXPANSION as P&R coordinator for the entire group (19 titles). The expertise gained in the relationship with the top brands of the group moved her to manage the number 1 seller of group expansion (Quien magazine) as a general manager. After delivering excellent results she was appointed to create a new key account area for the entire group focused on exclusive brands to deal with print & digital strategy platform. 4 years later Leticia, was invited to work ¡HOLA! magazine as Commercial and P&R Director for México to consolidate the strong brand of the magazine. Actually she has being designed to lead the 3 unique commercial platforms (PRINT, DIGITAL & TV) for the group focused in the integration of the leading brands in a new way to expose strategic and successfully communications of the brands through the 3 mentioned platforms.

    • Luiz Schmidt

      Head of Marketing

      Brown-Forman

      Luiz Schmidt

      Head of Marketing
      Brown-Forman

      Luiz Schmidt

      Luiz Schmidt is the Head of Marketing for Brown-Forman in Latin America & Caribbean. He also leads the Jack Daniel’s Center of Excellence for Emerging Markets, responsible for leading the pan-regional marketing strategy for iconic brands such as Jack Daniel’s Tennessee Whiskey, Finlandia Vodka, Herradura Tequila and Woodford Reserve Bourbon.
      With over 15 years experience in strategic brand building and innovation across the food and alcoholic beverages industries, prior to his current role, Luiz lead the Jack Daniel’s brand in Australia which is the brand’s most important market outside the USA.
      Based in Miami since November 2014, Luiz and his team have been influential in developing and activating Jack Daniel’s 1st Latin America integrated marketing campaign.
      He is graduated in Business and holds an MBA from University of Technology, Sydney, Australia.

    • Maria Carrasquillo

      Regional Senior Marketing Director

      Jarden Consumers Solutions Latin America

      Maria Carrasquillo

      Regional Senior Marketing Director
      Jarden Consumers Solutions Latin America

      Maria Carrasquillo

      Maria Carrasquillo, Regional Senior Marketing Director for Jarden Consumers Solutions Latin America, is a highly experienced, results-oriented individual with diverse experience from appliances, technology, and apparel to pharmaceutical products. Currently, Maria is responsible for the marketing communications, PR, licensing, social and digital strategy for brands like Oster and FoodSaver. She is also leading for LATAM the direct-to-consumer project which encompasses the in house development ecommerce platforms to accelerate online sales and improve planning the areas of transactional web content development and ecommerce infrastructure investments.

      Prior to joining JCS, Maria was a Product and Merchandising Manager for Whirlpool Corporation where she worked with Whirlpool’s global factories. In her position at Whirlpool she led outsourcing negotiations to develop products in the Latin America countries and work in global teams to work in product solutions & innovation.

      In the early 2000’s, Maria worked in Nazca Saatchi & Saatchi as a Regional Account Coordinator supervising Hewlett Packard’s advertising initiatives in Latin America. In this role, Maria created and executed briefs for corporate, promotional activities and sponsorships to developed presentations and programs to generate new business opportunities.

    • Maria Fernanda Ordonez

      SVP, Media Director

      Identity

      Maria Fernanda Ordonez

      SVP, Media Director
      Identity

      Maria Fernanda Ordonez

      Maria Fernanda is a senior Media and Marketing professional. Through her career, she has lead media planning and buying teams at top agencies like Redfuse, Siboney and Tapestry. Currently she leads Strategic Planning and New Business at Identity.
      She brings strategic and innovative thinking to Media, with a deep knowledge of consumer research and analytics. She is also a strong media negotiator.
      She enjoys working closely with the creative and account teams to leverage media planning strategies and media buys, resulting in non-precedent brand integrations across channels.
      She is passionate about digital media. She has developed content generation and social media strategies for multiple clients. She has worked for clients like The Coca – Cola Company, Colgate Palmolive, Merck, Delta Airlines, Exxon Mobil, USPS among others in the US market. She is mother of twins who keep her life full of always surprising stories.

    • Mary Redondo

      Managing Director

      Havas Sports and Entertainment

      Mary Redondo

      Managing Director
      Havas Sports and Entertainment

      Mary Redondo

      Mary is a communication professional with more than 8 years of experience in Latin America. Currently, working as Managing Director for Havas Sports and Entertainment, focusing on branded content integration and creation, social media strategy and management, and sports marketing. Working with a range of clients from luxury to consumer goods to telecommunications. Achieving several industry recognitions including awards for The Festival of Media, Global M&M Awards, and Portada Awards. Recently, The Internationalist has selected Mary Redondo as a 2015 AGENCY INNOVATOR.

      Before joining Havas, she served as Marketing Manager for Telemundo Internacional, a leading Spanish content distributor and producer worldwide. In this role, she serviced over 100 markets producing content to promote the programming, talent relations with international press, PR, media, events, programming strategy, and social media strategies.

      Previously, she worked for Media Planning Group (Havas Miami) as Media Executive. Graduated from one of the United States most renowned universities, Tufts University, with a double major in International Relations and Entrepreneurship

      Mary is an avid enthusiast of sports and recreational activities, such as kickboxing, kickball, yoga, music, reading, and going to the beach

      She declares she had enjoyed Wii Fit, but she is more into mobile games, with a very well known addiction to Candy Crush.

    • Maya Kosovalic

      Head of Media, Digital Communications and E-Business

      L’Oréal

      Maya Kosovalic

      Head of Media, Digital Communications and E-Business
      L’Oréal

      Maya Kosovalic

      Maya Kosovalic is the Head of Media, Digital Communications and E-Business for L’Oréal Travel RetailAmericas. She has 11 years of marketing experience at L’Oréal in brand management and traditional and digital media and e-business for both luxury and mass brands. Today, Maya is charged with developing a uniform brand communication strategy across the LATAM zone. With a seamless customer experience as the focal point, she ensures L’Oréal brands capture global synergy while maintaining regional sensitivity.

    • Montserrat Santaella

      International Promotion Manager

      Grupo Posadas

      Montserrat Santaella

      International Promotion Manager
      Grupo Posadas

      Montserrat Santaella

      Montserrat was born in Mexico City and hold a B.A. Degree from Instituto Tecnológico Autónomo de México (ITAM) in Business Administration, with a Marketing Specialization. With 15 years of experience in marketing and strategic alliances, she have had also several positions like strategic planning, business intelligence, advertising, public relations, promotions, sponsorships, digital marketing for local and international markets. She joined the company 2010.
      As international Promotion Manager, Montserrat is responsible of the international promotion for the Resorts, leading marketing and promotion campaigns increasing revenue. She also relaunched the Travel Agent Cash Incentive Program (for travel agencies in USA and Canada). Mother of two baby girls, she speaks Spanish, English, German and some French. She likes to travel and spend time with her family.

    • Nico Berardi

      Managing Director

      Accelerated Growth Partners

      Nico Berardi

      Managing Director
      Accelerated Growth Partners

      Nico Berardi

      Nico Berardi (Argentina, 1988) is Managing Director at Accelerated Growth Partners; an angel investor network based out of Miami, FL. He has been commissioned by Knight Foundation to bridge the funding gap that Miami entrepreneurs face. The goal of the Knight Foundation grant is to ensure an efficient angel network to then pursue the structuring of a local Series A venture capital fund. In the first year, AGP has grown to 80+ Members, made 12 investments totaling U$2.2M. Nico is currently completing his Kauffman Fellowship.

      Previously, Nico was Chief Executive Officer – U.S. at TECHO until December 2013. Nico’s involvement with TECHO began as a volunteer in 2007 in Buenos Aires when the organization had just begun operations. After four years of consolidating the Argentina team, Nico joined the fundraising team in the US as Director of Development. His focus was to develop continental alliances with companies based out of Miami and New York. He was also in charge of further expanding networking opportunities to high net worth individuals with an interest in Latin America. After one year, he began leading the team as CEO. Under his leadership fundraising doubled and team tripled while assuming new challenges. These challenges were to leverage communicational opportunities, generating strategic partnerships with Universities & other non-profits, and fostering massive and thoughtful volunteer engagement in the U.S.

      He has spoken at the Global Economic Symposium, TEDx Miami, The Atlantic Start-up City, the Center for Hemispheric Policy and the Americas Society / Council of the Americas. He has participated in the Kellogg Innovation Network, Clinton Global Initiative, and the PODER Business Awards among other conferences. He has been selected as a Young American Leader by Harvard Business School, Top 100 Innovators of Argentina by BGH, Gamechanger by the Miami Chamber of Commerce and showcased at Yahoo! The Innovators series.

      Nico studied Economics at Universidad Torcuato DiTella in Buenos Aires. He received an honorable mention for his graduating thesis which modeled the incorporation of e-commerce to traditional search models. He previously lived five years in Mexico and four years in Venezuela where he went to international schools.
      He has a broad profile combining his social activism with a strong interest in academic literature, sports and several music instruments.

    • Oscar E. Padilla

      Senor Vice President Marketing – Digital Media & Insights

      Pulpo Media

      Oscar E. Padilla

      Senor Vice President Marketing – Digital Media & Insights
      Pulpo Media

      Oscar E. Padilla

      As Senior VP of Marketing, Oscar leads all aspects of marketing for PULPO, Entravision’s fast growing digital media business unit. He oversees the strategic development, direction, and implementation of marketing all activities. He is responsible for advancing Pulpo’s integrated marketing programs, including digital media, product development, and customer acquisition programs. As a founding member of Luminar, Oscar continues to drive client initiatives that require statistical consumer understanding in order to deliver insight-driven growth strategies. Oscar has provided expert perspective for industry trade publications and has been published in Mobile Marketer, DMA News, 1to1 Magazine, Value Retail News, Chief Marketer, iMedia Connection, and SiliconANGLE’s theCube.

    • Patricia Aragón León

      Digital Marketing Manager

      L’Oreal México

      Patricia Aragón León

      Digital Marketing Manager
      L’Oreal México

      Patricia Aragón León

      Patricia has many years of experience in strategic digital branding / campaigns.
      She began her career in Katedra Communication Group where she was part of the marketing team, leading the launches of new editorial products for the marketing industry. After that she entered to the media agencies world with HAVAS MEDIA GROUP in 2009 working for brands such as Bancomer, Renault, Bacardi and Domino’s Pizza. A couple of years later she joined Universal McCann an agency of InterPublic Communication Group working for Chrysler Group like Jeep, Dodge, Mitsubishi, Alfa Romeo and Brands like Microsoft and Microsoft for the mexican market.
      In 2012 returns to HAVAS MEDIA GROUP and she launched the digital office in Guadalajara City where she start generating strategies for Ferrero, Campari and Telcel winning accounts as Tajin, Tec de Monterrey and Akron, creating the first event of digital media business oriented to start ups and small business in 2013.
      Returns to Mexico to start the project of digital transformation in the L’Oréal´s CMO Mexico and Latin America Team. And in the last couple of years she has being leading the project of content and social strategy for LATAM , & Indirect Ecommerce Acceleration of key clients like Amazon, Linio, Walmart, Superama Liverpool and Palacio de Hierro in the mexican market.

    • Rebeca Ricoy

      Digital Strategies Sr. Manager NoLA

      Avon

      Rebeca Ricoy

      Digital Strategies Sr. Manager NoLA
      Avon

      Rebeca Ricoy

      Rebeca Ricoy is currently Head of Digital Marketing and Advertising for North Latin America at Avon Cosmetics. She is leading e-commerce and social selling strategies to transform the direct selling business model. She counts with more than 10 years of experience, starting out her career producing creative content for MTV Networks and working for digital agencies like Grupo W and Lunave. She has lead digital strategies for Volkswagen, Coca Cola, Brown Forman and others. Bachelor in Communication Sciences (Tec de Monterrey) with a master in Entertainment Business Management (Vancouver Film School) and Master in Business Administration (Universidad Anáhuac).

    • Rolando Aedo

      Executive Vice President & Chief Marketing Officer

      Greater Miami Convention & Visitors Bureau

      Rolando Aedo

      Executive Vice President & Chief Marketing Officer
      Greater Miami Convention & Visitors Bureau

      Rolando Aedo

      Rolando Aedo has been a senior staff member of the Greater Miami Convention & Visitors Bureau (GMCVB) since 1994. As Executive Vice President, Mr. Aedo works closely with the President and CEO on all operational aspects of the GMCVB including governmental relations and stakeholder engagement. His role as Chief Marketing Officer is focused on developing the overall marketing strategy for the organization and brand development to drive consumer and business demand for Greater Miami and the Beaches as a preferred destination for vacation, meetings, conventions and major events.

      Mr. Aedo received his undergraduate degree from Florida International University and an MBA in International Business from the University of Miami. He is also a Certified Destination Management Executive. He was also recognized as one of the top 25 “extraordinary minds” in sales and marketing by the Hospitality Sales and Marketing Association International.

      Mr. Aedo was born in Norfolk, Virginia but came to Miami at a very early age where he has spent most of his life and is professionally and civically active. He currently serves on the boards of the Florida Association Destination Marketing Organization (FADMO), Miami Dade County Taxi Advisory Group, City of Miami Civilian Investigative Panel, Miami Bayside Foundation and the Education Fund among others.

    • Vanessa Gonzales

      Managing Director OMG Digital, Latin America

      OmnicomMediaGroup

      Vanessa Gonzales

      Managing Director OMG Digital, Latin America
      OmnicomMediaGroup

      Vanessa Gonzales

      Vanessa leads the Digital Operation of OmnicomMediaGroup Regional HQ office located in Miami. Vanessa joined OmnicomMediaGroup nearly 10 years ago as Account Lead for multinational clients like Nokia, HP, Intel and Hyatt. Few years later she took the digital leadership role for the regional office launching Resolution and Accuen, both digital specialization units for Omnicom’s global organization and opening new digital horizons for our region.

      At the moment the OmnicomMediaGroup regional office is an example of specialization and innovation with more than 30 digital experts working across disciplines, and supporting more than 200 experts in Latin American markets.

      Vanessa is original from Peru and holds a Master Degrees on Integrated Marketing communication at Emerson College in Boston, and a Bachelors on Advertising and Communication from Lima University. Before joining Omnicom family, Vanessa worked with global brands such as Audi Latin America and General Electric Peru, acquiring valuable perspectives from the client side.

    • Yazmid Aguilar

      Sr. Marketing Communications Manager

      Jarden Consumers Solutions Latin America

      Yazmid Aguilar

      Sr. Marketing Communications Manager
      Jarden Consumers Solutions Latin America

      Yazmid Aguilar

      Yazmid Aguilar is the Marketing Communications Manager for Jarden Consumer Solutions Latin America. In her current role, Yazmid is responsible for the brand strategy, guidelines development and communications execution for the brands represented by Jarden Consumer Solutions in Latin America.

      She works in partnership with internal teams and external agencies to ensure that communications strategies, messages and tactics are aligned with business objectives. She developed the social media, public relations strategy and execution plan for the Oster® brand in Latin America with a solid growth of consumer engagement (social media leading brand within the category) by developing high quality and engaging content and a base of social brand influencers. More recently, she led the strategy development of the refresh of the Oster® brand communication strategy for Latin America.

      Prior to joining JCS, Yazmid worked in various positions including regional sales manager and marketing communications for Whirlpool Corporation where she worked in marketing and sales programs for the Latin America and Caribbean markets. In this role she managed the advertising budget and grew retail accounts sales.

      She also worked at Shell Oil Products Puerto Rico as a Business & Marketing Analyst for the commercial business. In this role, she advised the sales force in the development and implementation of business plans, B2B marketing communications, and designed pricing strategies for the commercial fuels sector. Yazmid began her career as a marketing research analyst for Stanford Klapper Associates / Mediafax Inc. in Puerto Rico. During this experience she worked with a variety of clients and industries including pharmaceutical, personal care, advertising and on-line services, designing and executing custom marketing research studies both qualitative and quantitative.

      Yazmid has a bachelor degree in marketing from University of Puerto Rico, and a MBA in International Business from Texas A&M International University. She enjoys reading and watching documentaries. You can connect with her via Instagram @yazmid19.



  • DAY ONE



    10:15 AM

    (Ashe Auditorium Foyer)

    Registration:

    Register and meet fellow #PortadaLat attendees

     

    10:45 AM

    Data Marketing Forum (Breakout Room)


    THE IMPERATIVE: THE USE OF ANALYTICS TO INCREASE MULTICULTURAL MARKETING EFFICIENCY. A PRIMER

    Presenter:

    • Mebrulin Francisco, Partner, Director Marketing Analytics Multicultural, GroupM

    While Latin audiences over index in tech usage, the brand marketers targeting them often lack modern marketing analytics.
    Learn:

    • How combining qualitative and quantitative data can deliver a holistic view of Hispanics
    • What is Hadoop?
    • Big Data vs. Small Data

     

    11:15 AM

    Data Marketing Forum (Breakout Room)


    HISPANIC CONSUMER: DEFINING, REACHING AND CONNECTING WITH HISPANIC AUDIENCES

    Moderator: Mebrulin Francisco, Partner, Director Marketing Analytics Multicultural, GroupM

    Panelists:

    • Ana Crandell, Group Account Director, OMD Multicultural
    • Oscar Padilla, Senior VP of Marketing and Digital, Pulpo Media
    • Yamilet Bermudez, Media Operations Director – IPG Mediabrands

    How Big Data is reshaping the understanding of the Hispanic consumer.

    Benchmarks: How brands need to figure out internally how to measure their success against the Hispanic audience.

     

    12:00 PM

    Data Marketing Forum (Breakout Room)


    OFF-LINE ANALYTICS AND DIGITAL PRECISION

    A Conversation Between:

    • Francisco Morillo, Digital Marketing Manager, Xoom, in conversation with
    • Jose Luis Valderrama, CEO and Founder, Hispanic Group

    Learn from brand and agency partners reaching out to the Hispanic consumer how location and “off-line” analytics are transforming digital marketing.

    12:45 PM

    Break

    Take a break and visit the exhibitors in the auditorium foyer.

    2:10 PM

    LATAM SUMMIT KICK-OFF (Ashe Auditorium)

    Presenter:

    • Ximena Cassab, Editor/Writer Portada (MC)
    • Marcos Baer, publisher, Portada

    Opening Remarks

     

    2:15 PM

    A CMO DISSECTS GLOBAL TRAVEL MARKETING TRENDS: Sharing insights about marketing 4,100 hotels in 100 countries

    Kick-Off Fireside Chat:

    • Dorothy Dowling,Chief Marketing Officer, Best Western® Hotels & Resorts in conversation with
    • Adam Singolda, CEO & Founder, Taboola

    Dowling recently was selected by Forbes as the #18 CMO in the world and #3 female CMO. The view from the top and the role of content marketing.

    3:00 PM

    NEXT GENERATION MARKETING CHANNELS IN LATIN MARKETS: The Next Stage

    Moderator: Carlos Espindola, E-hub Manager Latin America, 3M

    Panelists:

    • Andres Franklin, Director Latin America, Sojern
    • Anthony DeMaio, VP of Global Advertising, The Washington Post
    • Johan Garcia, Growth Hacker / Performance Manager Open English

    Marketing and content distribution technologies have taken Latin America by storm. Global and Latin American marketing and Media Players will spot the new trends that are already shaping the ecosystem.

    3:45 PM

    BREAK

    4:15 PM

    SHAPING THE FUTURE OF PANREGIONAL MARKETING: The Role of Miami

    Moderator: Marcos Baer, publisher Portada

    Panelists:

    • Yazmid Aguilar, Sr. Marketing Communications Mgr LATAM- Jarden Consumer Solutions – ‎Jarden Consumer Solutions
    • Alfredo Pedroso, Director of Panregional Ad-Sales, Sony Pictures Entertainment
    • Fernando Monedero, Managing Director, MediaBrands Miami
    • Benoit Wirz, Director Venture Investments, Knight Ventures

    New technologies, currency devaluations and economic fluctuations are constantly redefining panregional marketing and the role of Miami as a Latin marketing center. Experts will answer questions including:

    • How can Miami add value to the future of panregional marketing?
    • Localized vs. centralized marketing strategies. How can they best complement each other?
    5:00 PM

    CASE STUDIES IN RETAIL BRAND COMMUNICATIONS

    Moderator: Gustavo Garcia, EVP, Regional Managing Director, Ariadna

    Presenters:

    • Juan Guillermo Restrepo, Digital Marketing Manager, Fallabella
    • David Fierro, VP Retail Bank Marketing, Banamex

    New insights into how major Latin American retailers profit from online and offline marketing synergies. Case studies from a Mexican retail banking giant and a major Colombian e-tailer.

    6:00 PM

    EVENING PARTY (Riverwalk Terrace)

    Enjoy drinks and snacks while overlooking Miami’s wonderful Bay.

  • DAY TWO



    8:15 AM

    REGISTRATION: Day Two (Ashe Auditorium Foyer)

    8:45 AM

    BREAKFAST

    Start the day with a coffee. Check out the PortadaLat agenda and visit the exhibitors!

    9:30 AM

    WHY TV AND SOCIAL MEDIA NEED TO BECOME FRIENDS: Couple’s Therapy

    MC: Bob Oliva, Business Development Director, Portada

    Moderator: Cynthia Evans, Director Insights and Analytics, Group M, Latin America

    Panelists:

    • Adriana Grineberg, Head of Operations Miami, Facebook
    • Carlos Leal, Sr. Consumer Marketing Manager, Nestlé
    • Alfonso Cueto, Sr. Director Ad-Sales Latin America, ESPN

    Latin American media plans are not complete with cable media buys only. Neither are they with social media only. The challenge lies in connecting all the dots and develop integrated offline and online communication packages. What needs to be done and how…

    10:15 AM

    ONLINE VIDEO: THE BUSINESS OF BRANDED CONTENT

    Online Video is emerging as a powerful medium in Latin America with both very short and long formats being successful. Learn from key marketers and media executives about what works, what doesn’t and why.

    Moderator: Alejandro Rosado, VP, Content Creative Director Latin América, Publicis One

    Panelists:

    • Jorge Rocha, Digital Director/Mobile Lead Latin America , Starcom MediaVest
    • Luiz Schmidt, Head of Marketing, Latin America & Caribbean and Jack Daniel’s Center of Excellence Emerging Markets, Brown Forman
    • Alexander Ospina, Influencer/Instagram Sensation

    Branded video is one of the fastest growing areas in Latin marketing. A major brand marketer, an agency exec and a star influencer share the latest insights on:

    • Successful branded integrations
    • Snackable video content: Short vs. long format video.
    • Solving and navigating the viewing puzzle
    • And more…
    11:00 AM

    CREATING STRONG BRANDS: Fighting Commoditization in Travel Services

    Moderator: Maya Kosovalic, Head of Media and Digital Communications, L’Oreal Travel Retail, Americas

    Panelists:

    • Rolando Aedo, Chief Marketing Officer,Greater Miami Tourism and Convention Bureau
    • Ismailis Mendoza, Senior Manager of Marketing and E-Commerce, Marriott International
    • Lara Migliassi,VP, Global Brands – Hyatt Zilara, Hyatt Ziva,Hyatt Residence Club & Hyatt Branded Residences, Hyatt

    Price can’t be the only criteria for consumer travel choices.

    • Learn from major travel brands how to grow brand equity and fight commoditization.
    • Seamless travel experiences.
    • Customer trust: What builds and destroys trust in the mobile and data age.
    11:45 AM

    BREAK

    12:20 PM

    FROM DIRECT SELLING TO SOCIAL SELLING: Avon’s case

    A fireside chat between:

    • Rebeca Ricoy, Sr. Manager Digital, Nola, Avon in conversation with
    • Kyle Psaty, Director of Product Marketing, Brand Networks

    Avon is the second largest direct selling company in the world with more than 6.4 million representatives. Learn how the personal care and beauty giant is using social media marketing to complement the efforts of its direct sales force. Social marketing/Social selling and more.

    1:15 PM

    LUNCH BREAK

    Enjoy a great lunch and get to know fellow attendees.

    2:35 PM

    L’OREAL’S CONTENT MARKETING REVOLUTION: How the beauty giant now markets to the evolving Latin American woman.

    Panelists:

    • Patricia Aragon, Digital Marketing Manager, L’Oreal Introduced by Leticia Ganem, Commercial Director, Hola Mexico

    Hear from the executive who leads L’Oreal’s content marketing in Spanish-speaking Latin America how:

    • L’Oreal adapted its organizational structure to develop more efficient content marketing strategies
    • Content is scalable throughout the Americas and still locally relevant
    • The latest in content amplification
    • How Loreal’s paid media efforts relate to content marketing.
    3:30 PM

    LATIN TECH INNOVATORS SPEAK OUT

    Moderator:

    • Nicolás Berardi,MD, AGP Miami

    Panelists:

    • Vanessa Gonzales, ‎Managing Director at OMG Digital Latin America Hub
    • Mary Redondo, MD, Havas Sports and Entertainment
    • Hernan Rodriguez, ‎VP Latin America, Gravity4
    • Christian Acosta, Influencer, Recording Artist, Actor
    • Jose Luis Perez Rodriguez, Performance Marketing Manager, Volaris
    • Guillermo Morrone, VP Head of Global Consumer and Priceless Cities Content Strategy, MasterCard

    The growth of digital and mobile continues to reshape consumers’ expectations.The shift to creating more interactive experiences is well under way. Hear innovators discuss how they’re realigning to meet consumers where they are now and where they are heading next!

    4:15 PM

    AWARDS PRESENTATION

    After a long nomination and voting process PortadaLat’s 12 Award winners will finally be announced.

    Celebrate the best in Latin American Marketing Media and Tech Innovation.

    5:00 PM

    SPEED NETWORKING FUNCTION

    Top Brand Marketers and Media Agency Executives will be leading PortadaLat’s popular Speed Networking Tables.

    Get to know the main players among brand marketers and agencies targeting Latin American audiences.

    6:30 PM

    FAREWELL DRINK

    Enjoy a relaxing moment after 2 days of many new insights and a myriad of new connections!


PARTNERS




VENUE


Hyatt Regency Miami

HYATT-REGENCY-MIAMI

Reserve your room at the Portada Group Rate: Book Online Now!

Stay in the middle of the action at Hyatt Regency Miami. Indulge in the spirit of the “American Riviera” at the Hyatt Regency located in downtown Miami just 15 minutes from South Beach and two miles from the Port of Miami.

The hotel’s striking white towers overlook the Miami River and Florida’s famed Biscayne Bay. Event attendees will love the convenient connection to the Miami Convention Center. Enjoy easy access to Miami’s best attractions like Mary Brickell Village, the James L. Knight Center, Coral Gables, and the Latin flavor of Little Havana. Enjoy our location just two miles from the Port of Miami.

Experience Miami, a multi-cultural city that speaks ultra-cool fluently. View the Hyatt Destinations Miami city guide for insider information on local beaches, culture, restaurants, shopping, events and more.


Hotel Details:

Hyatt Regency Miami
400 South East Second Avenue, Miami, FL, 33131-2197
Tel: +1 305 358 1234
Map and Directions

Reserve your room at the Portada Group Rate: Book Online Now!

TESTIMONIALS

Testimonials from Past Events

 

“Thanks for hosting a great conference with good content and speakers and the right mix of agency, media and clients!”
– Silvia Prado
Director, Digital Sales – Southeast & LatAm, Boingo Media 


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