Passion-Point Marketing: Sports, Music and Entertainment – #PortadaLA

Portada Los Angeles will provide a unique setting for brand marketers to explore the enormous opportunities sports, music and entertainment content offer to engage consumers in Multicultural America.

Portada Los Angeles will also be the meeting point for Portada’s Council System with the Brand Star Committee, the Agency Star Committee and the Sports Marketing Board holding their first 2019 in-person meetings during the event.

Portada Los Angeles offers  media and marketing service vendors, including sports teams and leagues, the opportunity to interact with brand marketers through Portada’s one-on-one meet-up offering.

Topics Thought Leaders will be exploring:

Passion-Point Marketing:  Sports, Music and Entertainment

◆ Best practices from brand marketers who activate against Latino music and sports fans◆ How passion points ignite multicultural consumer action. What brand marketers need to know to cash in on multicultural growth opportunities.◆ How best to use emerging technologies to get more value out of media rights
◆ With the growth of soccer in the U.S and the 2026 World Cup taking place in the U.S., Mexico and Canada, brand marketers have the urgent need to understand the role of soccer marketing in engaging the U.S. consumer. Can soccer marketing ultimately be an effective vehicle to target the U.S. mass market consumer?
◆ Influencer Marketing how effective is it? Does it drive purchase intent or just consideration?◆ How to evaluate property and media rights based on their ultimate business impact.

NOW COMING TO THE WEST COAST!
Check out the recap video of our recent Portada New York Edition!


SPEAKERS




    • Guillermo Arduino

      CNN Anchor and Correspondent for Encuentro

      CNN en Español

      @arduinoCNN

      Guillermo Arduino

      CNN Anchor and Correspondent for Encuentro
      CNN en Español
      @arduinoCNN

      Guillermo

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

       

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

       

    • Dr. Jake Beniflah

      Executive Director

      Center for Multicultural Science

      @JakeBeniflah

      Dr. Jake Beniflah

      Executive Director
      Center for Multicultural Science
      @JakeBeniflah

      Dr. Jake

      Dr. Jake Beniflah is the Executive Director of the Center for Multicultural Science, a leading U.S. non-profit, non-partisan think tank dedicated to represent women, and ethnic and racial minorities in multicultural research and data science. The Center for Multicultural Science is the home of an industry-leading Research and Data Lab and Data Science Accelerator, designed to educate, mentor, and place underrepresented multicultural workforce in data science positions in corporate America.

    • Seraj Bharwani

      Chief Strategy Officer

      AcuityAds

      @acuityads

      Seraj Bharwani

      Chief Strategy Officer
      AcuityAds
      @acuityads

      Seraj

      Seraj Bharwani is the Chief Strategy Officer at AcuityAds and is responsible for consumer insights on cross-screen, digital & social media. Previously, Seraj led the Strategy & Analytics practice at Digitas for over 14 years. He joined the agency as part of the founding team that led the company through its early growth phase, the IPO and exit via acquisition by Publicis. Seraj is a graduate of MIT Media Lab and an author of several refereed articles on emerging, cross-screen, audience behaviors critical to driving business results.

    • Dana Bonkowski

      SVP, Multicultural Lead

      Starcom

      @starcom_USA

      Dana Bonkowski

      SVP, Multicultural Lead
      Starcom
      @starcom_USA

      Dana

      Dana is a 24-year Starcom veteran. A founding member of Tapestry and Starcom Multicultural, she has experienced first-hand the multicultural impact on mainstream America and knows how to objectively and successfully steer clients forward. Her current role is Multicultural Lead for Starcom, where she advances cultural understanding across the agency and helps new and veteran clients deliver growth through multicultural audiences. Dana has steered several award winning teams and serves as a North American Effie Judge.

    • Stephen Brooks

      EVP

      VidaPrimo

      @VidaPrimo

      Stephen Brooks

      EVP
      VidaPrimo
      @VidaPrimo

      Stephen

      Stephen Brooks draws on over 20 years of experience in media and technology to build VidaPrimo into a first-class video network for Latin music.
      Stephen joined VidaPrimo in 2016 after several years as a consultant for start-ups in streaming media and mobile technology.  He previously led North American marketing for Technicolor, specializing in broadcast and streaming media services.
      At Warner Bros. and Paramount Pictures, Stephen guided the launch and adoption of new video formats, including DVD, Blu-ray Disc and Digital Download.

    • Kate Canel

      Director

      Performance Media, The Shipyard

      @TheShipyardCrew

      Kate Canel

      Director
      Performance Media, The Shipyard
      @TheShipyardCrew

      Kate

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

    • Caro D’Antuono

      Vice President of Marketing

      Northgate Markets

      @NorthgateGlzMrk

      Caro D’Antuono

      Vice President of Marketing
      Northgate Markets
      @NorthgateGlzMrk

      Caro

      With 20 years of advertising and marketing experience, Caro D’Antuono is forging an innovative and creative direction for Northgate Gonzalez Market. In her role as Vice President of Marketing for the premier Southern California supermarket chain, she has identified the need to embrace a highly unexpected approach to the grocery industry, one that has dramatically changed in the last few years—she’s building an emotional connection between the consumer and their local neighborhood market.

       

    • Robin Garfield

      Senior Vice President of Research and Scheduling for CNN

      CNN

      @cnnee

      Robin Garfield

      Senior Vice President of Research and Scheduling for CNN
      CNN
      @cnnee

      Robin

      Robin Garfield is the Senior Vice President of Research and Scheduling for CNN. She is responsible for all consumer research and audience analytics for CNN Worldwide which includes CNN U.S., CNN Digital, HLN, as well as the domestic footprint of CNN International and CNN en Español.

    • Roxane Garzon

      Media Director

      Casanova

      @CasanovaMcCann

      Roxane Garzon

      Media Director
      Casanova
      @CasanovaMcCann

      Roxane

      With over 31 years of planning and buying experience in both the Hispanic and general markets, Roxane heads up Media Planning at Casanova. Her experience is extensive managing media for many categories including CPG, Retail, Automotive, Beer and QSR.

      Before joining Casanova Pendrill, Roxane was VP Media Account Director at FCB in OC and S.F primarily on Taco Bell corporate and franchisees, where she both managed media field teams in 6 offices across the U.S. and set the media standards in all media disciplines for all other agencies working on Taco Bell business Roxane is an alumnus of Casanova Pendrill, (1992-1997) where she provided senior media leadership and creative thinking on accounts such as General Mills, Dial Brands, Toys R Us, El Pollo Loco and Miller Brewing Company. She started her career in the automotive category working at FCB and Bates USA on Mazda and Hyundai. Roxane received her B.A. in Communications with an emphasis on Radio and Television and a minor in advertising at San Jose State University.

    • Izzy Gonzalez

      Director Cross Platform Sales, US

      CNN en Español

      @cnnee

      Izzy Gonzalez

      Director Cross Platform Sales, US
      CNN en Español
      @cnnee

      Izzy

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

    • Rajaa Grar

      Senior Director, Global Brand Marketing

      Paula’s Choice Skincare

      @paulaschoice

      Rajaa Grar

      Senior Director, Global Brand Marketing
      Paula’s Choice Skincare
      @paulaschoice

      Rajaa

      Rajaa Grar is the Sr. Director of Global Marketing at Paula’s Choice Skincare, heading all brand/ Omnichannel, social and Influencer Marketing at the Global Skincare company with a cult following. Prior to that, she was at Amazon, leading the Luxury Skincare category where she has accelerated high double digits YoY growth and launched brands like Korean skincare brand Tony Moly, Erno Laszlo, and Jurlique. Prior to that, She was at the Starbucks coffee company heading up all brand and digital marketing efforts for the Frappuccino and Doubleshot energy brands in Latin America.Rajaa has spent over 13 years in brand & digital marketing in the US and globally at companies such as the Kellogg Company, Coors Light / MillerCoors, and Tampico Beverages.Rajaa holds an MBA from Northwestern University – Kellogg School of Management, a bachelor’s degree from McGill University in Marketing and International Business and a bachelor of science with a major in Microbiology from the University of Montreal.

       

    • Cynthia Hudson

      SVP and General Manager, and Hispanic Strategy

      CNN en Español

      @cynthiacnn

      Cynthia Hudson

      SVP and General Manager, and Hispanic Strategy
      CNN en Español
      @cynthiacnn

      Cynthia

      Award-winning Cynthia Hudson led the evolution of CNN en Español in 2010. As VP and general manager, she launched a multi-platform business, revamped the image, and turned the channel into a program-based information network. Before CNN, she fulfilled key roles at SBS, Cosmopolitan, UFC, Telemundo, and Univision. She also created Miami Sands, Promark’s English-language American telenovela. She is a Director on the board of The National Epilepsy Foundation and VP of the University of Miami Alumni Association.

    • Leon Krauze

      News Anchor

      Univision

      @LeonKrauze

      Leon Krauze

      News Anchor
      Univision
      @LeonKrauze

      Leon

      Krauze anchors the 6p.m. and 11p.m. newscasts for Univision’s KMEX-TV Channel 34, the nation’s
      No.1 Spanish-language station. He also hosts En Boca de Leon (In the Mouth of Leon), a daily podcast
      that airs throughout the country, and serves as columnist for the newspaper El Universal de Mexico.
      Journalist, author and anchor, Leon Krauze has a diverse career in media and academics. Author of six
      books, Krauze has been published in The Washington Post, Los Angeles Times, The New Yorker, The
      Daily Beast and a long list of publications in the United States and Mexico.
      He has received various awards for his work, among them, six Emmy awards.
      Krauze also the chair of the prestigious Annenberg School of Journalism at the University of Southern
      California, where he teaches a community journalism workshop focused on immigrant history in the
      Trump era.
      He lives in Los Angeles with his wife and three kids.

    • Ariela Nerubay

      CMO

      Curacao

      @curacao

      Ariela Nerubay

      CMO
      Curacao
      @curacao

      Ariela

      Ms. Nerubay is an award-winning marketing executive with 20 years of experience launching and marketing entertainment content, films, cable networks, products and services to consumers across the U.S. and Latin America. Ms. Nerubay is currently CMO of the leading Latino Retail Superstore, Curacao, where she was hired to lead a company-wide turnaround strategy to re position the brand in the mind of its customers.  

      Before Curacao, Ms. Nerubay consulted for a variety of Hollywood Studios including Sony Pictures International Releasing, Aviron Pictures and Lionsgate.

    • Rich Orosco

      EVP Brand & Community

      LAFC

      @RichOrosco

      Rich Orosco

      EVP Brand & Community
      LAFC
      @RichOrosco

      Rich

      Rich is a 20-year entertainment, consumer products, and sports marketing veteran who has conceptualized and executed award-winning product launch campaigns. He is the winner of the 2018 Major League Soccer Marketing Executive of the Year Award. Prior to LAFC, he co-founded American-made menswear brand Exley, served as the Co-General Manager of the Los Angeles Matadors in the World Series of Boxing, Vice President of Marketing at Warner Bros. Television where he oversaw the marketing launch of “TMZ on TV”, and the Executive Director of Advertising and Promotion at CBS Paramount Television for the #1 Entertainment News Magazine, “Entertainment Tonight”.

      Rich is a co-founder of the LAFC Youth Leadership Program which mentors at-risk high school students through sport, serves on the board of the Bresee Foundation Youth Center, and is a guest lecturer at USC’s Annenberg School for Communication and Journalism and Emerson College Los Angeles. He received a BBA degree in Marketing from the University of Texas at Austin.

    • Paul Presburger

      CEO

      Pantelion Films and Pantaya

      @PantelionFilms

      Paul Presburger

      CEO
      Pantelion Films and Pantaya
      @PantelionFilms

      Paul

      Paul Presburger is Founder/CEO of Pantelion Films and the premium streaming service, PantaYa.

      Backed by Lionsgate, Pantelion Films is the first and only major LatinX film studio in the U.S. with a successful track record of producing and distributing films and content for Hispanic audiences spanning all age groups and levels of acculturation.

      PantaYa is the leading video on-demand subscription service dedicated to premium first-run movies, specials and premium series for the U.S. Hispanic market.

      Paul has an MBA from INSEAD in France, a JD from the University of Pennsylvania and a BA from the University of California, Los Angeles.

    • Frances Rubio

      Associate Director, Multicultural Marketing Analytics

      GroupM

      @FrancesRubio

      Frances Rubio

      Associate Director, Multicultural Marketing Analytics
      GroupM
      @FrancesRubio

      Frances

      (Via LinkedIn)

       

      Frances is a cultural marketing and insights strategist with over 10 years of experience in research and analytics, helping clients in the entertainment, c-store, CPG and auto categories understand and culturally connect with their growth segments. Since joining GroupM in 2016, Frances has helped to lead the West Coast efforts of understanding cultural segments, helping clients by distilling numerous data sources into actionable insights. Additionally, Frances created and co-developed a proprietary internal tool to understand segment buying behaviors from open-source, unstructured data.

      Prior to this role, Frances worked at Federated Media Publishing as an Analytics Manager with the marketing department and was formerly a data analyst for the nonprofit watch dog, the Foundation Center in New York. She obtained her Master of Science degree from Columbia University and her dual Bachelor of Arts from UC San Diego.  Frances currently serves as a working member for the Advertising Research Foundation’s Culture Council, ThinkLA’s Diversity, Inclusion and Gender (DIG) Committee, and as the Recruitment Chair and member of the Young Professional Advisory Board (YPAB) for the LAMusArt, a nonprofit offering subsidized arts and music classes for students in Los Angeles. In her spare time, she has presented goal setting workshops and college preparation training sessions at Los Angeles High Schools and non-profits such as COOP.

       

    • Sara Toussaint

      Vice President, Sponsorships

      Wells Fargo

      @SaraToussaint

      Sara Toussaint

      Vice President, Sponsorships
      Wells Fargo
      @SaraToussaint

      Sara

      Sara oversees Wells Fargo’s Major League Soccer, Mexican National Team, and other soccer sponsorships. Her sports background also includes Director of Business Development for the Boston Blazers, Hispanic Partnerships for MLS, and Labor Relations for MLB. Sports Business Journal named her a 2018 “Game Changer.”

      Prior to Wells Fargo, Sara directed marketing efforts and scouted investment opportunities for Allied Minds and served as Associate Director of Alumni Relations for the University of Chicago. Sara started her career at the law firm of Covington & Burling, first as a legal assistant and later in PR & marketing. She earned her BA in Public Policy (UChicago) and an MBA (NYU).

       

    • Ronalee Zarate-Bayani

      CMO

      LA Rams

      Ronalee Zarate-Bayani

      CMO
      LA Rams

      Ronalee

      Ronalee Zarate-Bayani is the Chief Marketing Officer for the Los Angeles Rams. In this role, she is responsible for defining and building the Rams brand, serving as a key member in shaping the experiences and value proposition of the new 300-acre Los Angeles Stadium and Entertainment District at Hollywood Park, and creating a modern LA entertainment experience for the next generation of fans.

      Prior to joining the Rams, Ronalee was Head of Global Integrated Marketing Communications and Digital Advancement for the Hershey Company. In that role, she focused on establishing modern marketing excellence, ensured Hershey’s portfolio of brands had compelling consumer experiences, and built enhanced digital capabilities. Prior to Hershey, Ronalee worked in multiple leadership roles at Visa Inc with an emphasis on leveraging consumer insights and digital experiences to create effective consumer marketing campaigns. While there, she formed a new internal marketing consulting group that embedded cultural and social insights into brand strategies and led the development of digital-first, new product launches. Prior to Visa, Ronalee cultivated her zeal for brand building through various marketing roles with Taco Bell that started in Brand Marketing, then Brand Communications and then culminated in leading the Digital Team.

      Ronalee is passionate about building brands, especially through modern digital experiences, and has over 15 years of marketing experience across a variety of industries. Throughout her career, she focused on growing brands and cultivating winning teams both as an entrepreneur and an intrapreneur in global companies around the world, including Japan, South Africa, and the Philippines.

      Ronalee holds an M.B.A. from the Stanford Graduate School of Business and graduated summa cum laude with a B.A. in Political Science from the University of California, Irvine.


AGENDA

  • Portada Los Angeles 19

    8:15 am

    REGISTRATION OPENS

    8:50 amJoin us for a special breakfast panel courtesy of CNN en Español  

    WELCOME AND OVERVIEW

    Welcome by

    Cynthia Hudson

    SVP and General Manager of CNN en Español and Hispanic Strategy for CNN/U.S.

    @MarcosBaer

    @cnnee

    Introduced by

    Janet Grynberg

    Lead Editorial Coordinator

    Portada

    @grynberg_janet

    Izzy Gonzalez

    Director Cross Platform Sales, US

    CNN en Español

    @cnnee

    9:10 am

    HOW DATA AND CONTENT CONTINUE TO FUEL THE EVOLVING WORLD OF ADVERTISING

    Moderator

    Panelists

    Guillermo Arduino

    CNN Anchor and Correspondent for Encuentro

    CNN en Español

    @arduinoCNN

    Caro D’Antuono

    Vice President of Marketing

    Northgate Markets

    @NorthgateGlzMrk ‏

    Frances Rubio

    Multicultural Marketing Analytics Manager

    GroupM

    @FrancesRubio

    tbc

    Roxane Garzon

    Media Director

    Casanova

    @CasanovaMcCann

    Robin Garfield

    Senior Vice President of Research and Scheduling for CNN

    CNN

    @cnnee‏

    Addtional panelists tba.

    10:10 am

    THE PROMISE OF WOMEN’S SOCCER:  HOW BRANDS SHOULD USE IT FOR ACTIVATIONS

    With the Women’s Soccer World Cup coming to France this summer,  the potential arises for brands to profit from the world cup’s commercial opportunity. What success stories are there of brands efficiently engaging fans? How are they doing it? Which innovative concepts are promising going forward?

    Sara Toussaint

    Vice President, Sponsorships

    Wells Fargo

    @SaraToussaint

    interviewed by

    Jake Beniflah

    Executive Director

    Center for Multicultural Science

    @JakeBeniflah

    10:35 am

    LEVERAGING DATA TO CASH-IN ON MULTICULTURAL CONSUMER GROWTH

    Moderator

    Stephen Brooks

    EVP

    VidaPrimo

    @VidaPrimo

    Panelist

    Ariela Nerubay

    CMO

    Curacao

    @curacao

    Panelist

    Kate Canel

    Director, Performance Media

    The Shipyard

    @TheShipyardCrew

    11:00 am

    IN-LANGUAGE OR IN-CULTURE? DECISION SCIENCE ENABLES WHAT YOUR DIGITAL APPROACH IS MISSING

    Simply turning on the language targeting tactic means you’re missing over 50% of your intended multicultural audience. Bi-culture and bilingual segments have remained elusive to marketers who are trying to make a genuine connection with their intended audiences.

    In this session, you will learn how new decisioning technologies (i.e. machine learning) are being used to reach the multicultural segment. Using real-time consumer data on social, search and video-viewing behaviors, these tools are delivering early results with campaigns targeting in-culture persons for leading brands.

    Seraj Bharwani

    Chief Strategy Officer

    Acuity Ads

    @acuityads

    11:25 am
    #PortadaLA offers media, marketing service vendors and sports and entertainment property executives the opportunity to interact with brand marketers through Portadas three-eight minute one-on-one meetup offering. Check out this instructional VIDEO to see how it works!Plus enjoy delicious snacks and beverages!
    12:35 pm

    PORTADA:

    A progress report on our expanding Council System and Trade Marketing Solutions Platform

    Marcos Baer

    President

    Portada

    @marcosbaer

    1:00 pm

    INFLUENCER MARKETING: WHY PASSION AND SHARED VALUES ARE KEY

    Influencer marketing at Paula’s Choice Skincare, the effective, truthful and transparent global skincare brand, revolves around authentic brand storytelling, empowering consumers with skincare knowledge and engaging passionate influencers. Rajaa Grar will share her do’s and don’ts for brands to drive brand awareness and purchase intent by choosing the right influencer marketing strategy while authentically aligning with brand ethos.

    Rajaa Grar

    Senior Director, Global Brand Marketing

    Paula’s Choice Skincare

    @paulaschoice

    1:25 pm

    MAJOR LEAGUE TEAMS BET BIG ON THE HISPANIC MARKET

    The importance of the Hispanic consumer to the success of sports franchises in Los Angeles cannot be understated. Brands can learn firsthand from the LA Rams and the LAFC.

    Moderator

    Leon Krauze

    News Anchor

    Univision 34 News Anchor

    @leonkrauze

    Panelists

    Rich Orosco

    EVP Brand & Community

    LAFC

    @RichOrosco

    Ronalee Zarate-Bayani

    CMO

    LA Rams

    1:50 pm

    PASSION-POINT MOVIES

    How Pantelion and Pantaya (part of Lionsgate Entertainment) unlocks the opportunity of the multicultural film enthusiast.

    Paul Presburger

    CEO

    Pantelion Films and Pantaya

    @PantelionFilms

    interviewed by

    Dana Bonkowski

    SVP, Multicultural Lead

    Starcom

    @starcom_USA

    2:15 pm

    CONCLUDING REMARKS

    What we learned today.

    2:20 pm

    ADJOURNMENT

    Light Snacks and Beverages