brand marketers


Roberto Muñoz, Head of Loyalty Travel at Puntos Colombia manages a joint program between Colombia’s largest bank Bancolombia and Latin American retailer Grupo Éxito. Prior to his current role, he was a strategist for Aeroméxico’s loyalty program Club Premier. The brand marketing leader shares key insights about digital channels for loyalty marketing with Portada including how tech and digital channels enable companies to engage and gain new customers and keep them happy coming back.

Interview conducted by Alejandra Velazquez

Roberto Muñoz, Portada, e-mail marketing
Roberto Muñoz, Puntos Colombia @puntoscolombia

Technology plays a crucial role in enabling marketers to do a better job. In fact, 84% of executives surveyed by Accenture agree that companies are using technology to weave themselves seamlessly into how people live today. 

“Technology helps us to segment audiences. It sparks activation” Muñoz says, adding “Technology provides us the data to develop the right targeting strategies. That way, we keep captive users interested and lure in new consumers via their passion points, like travel, fashion and entertainment. The challenge is recruiting customers that actually interact with the brand, not just sign their name on a list.” But nothing matters if the information isn’t properly documented. The challenge is tracking customer data and applying it correctly in order to serve your marketing strategy. A department that manages and filters big data correctly is always a must.

But nothing matters if the information isn’t documented properly. A department that manages and filters big data correctly is always a must.

Digital Channels: E-mail Marketing is Still an Effective Tool

“Digital channels are key to bring new customers into our loyalty programs. You can target specific audiences by sending key messages. 85% of our customers say they read our news through e-mail marketing. I’ve heard many experts talk about the death of e-mail marketing, but our numbers show the contrary,” Muñoz asserts.

Segmenting information via e-mail is the only thing that ensures the client remains active in your program.

According to Muñoz, segmenting information via e-mail is the only thing that ensures the client remains active in your program. Many strategists say “leave your most valuable customers alone, you don’t want them to get bored. I think when you’re really involved with a brand, you don’t mind how often they contact you. You know you’ll get relevant content eventually.”

…Social? Not so much

“Social network strategies are too focused on massive audiences. We address and recruit a very small percentage of users on social networks. Some programs only want users to click here and then to subscribe to a given program and get an immediate benefit. However, out of all users who sign up, a tiny percentage will actually become involved. You invest a lot of money and end up with a handful of users akin to your brand. One time in Aeroméxico we set a goal to sign up one million new customers onto our base. But in the end, less than 5% of those clients were actual travelers. The rest had been “bullied into it” by the hoards of ads we’d purchased on digital.” 

You invest a lot of money and end up with a handful of users akin to your brand.

Three Ways to Get Customer Feedback

Reliable customer feedback is also an important piece of Puntos Colombia’s strategy for using digital channels for loyalty marketing. Muñoz has developed three ways to approach customers:  direct meetings, focus groups, and surveys.

“High-profile customers get invited to breakfast or lunch to offer their feedback and opinions about the program. Nothing is as valuable as having customers tell you how they feel in person. We have a very direct style of approaching customers. The director of the program may have a sit down with customers and explain what they can and can’t do about their non-conformities.”

They also have focus groups conducted through third-party researchers. Because when consumers don’t know they’re speaking directly to a brand, it helps them give unbiased feedback. Last but not least, there’s surveys. Many valuable customers take the time to respond and are often rewarded with incentives like additional points. The incentives help ensure they are interested in giving their honest opinion.

Reliable customer feedback is also an important piece of Puntos Colombia’s strategy.

Roberto Muñoz, Head of Loyalty, Travel at Puntos Colombia, will be one of the dozens of brand marketing innovators present at Portada Miami on June 4, 2020. If you are interested in participating in Portada Miami and/or in Portada’s networking and knowledge-sharing platform with brand marketers please contact us here.

Engaging customers in a multi-channel world is one of the most challenging tasks for brand marketing decision makers today. According to a study conducted by Salesforce, 27% of retail and consumer goods marketers describe their channel coordination as generally siloed. Effective multi-channel marketing is a key discussion point at Portada Council System meetings. Learn how leading brand marketers in Portada’s Council System find solutions to multi-channel marketing challenges.

Kick-off Facts 

– According to a study conducted by Salesforce, 27% of retail and consumer goods marketers describe their channel coordination as generally siloed, and 33% describe it as dynamically coordinated.

Only 9% of marketers currently engage customers across multiple channels on a consistent basis (DMA/ANA).

– Compared to single-channel shoppers, customers engaging in multi-channel strategies spend 3x more. (Pure360)

Three Multi-Channel Marketing Challenges for Portada Council System Members

1. Choosing the right channel(s)

Understanding the right channel for individual consumers depending on factors including demographics. We have to serve our customers in the channels they want to be served.
Related comment: “Although customers are multi-channel, one platform made them pull the trigger”
Practical example: If a company only offers a call center as a means of customer service, it excludes all the customers who prefer fully digital transactions over interacting with phone operators.

2. Having channel-agnostic customer engagement tracking technology

Having advanced technology to track the consumer through different platforms while delivering the same message and service quality independent from which channel is being used.
Related comment: We only track consumers’ behavior online, but we can’t track their offline activity.

3. Adapt messaging across various channels for delivering a consistent consumer experience 

People interpret the message differently according to each channel. Platforms should be handled in the right way.

Portada Council System

If you are interested in joining the Portada Council System, our year-round knowledge sharing and networking platform, find out more here or contact us here if you are marketing services supplier and here if you are a brand marketer.

Four Solutions Suggested by Portada Council System Members for Better Engaging Your Customer in a Multi-Channel World

1. Make sure technology is on your side. New tools are there; they should be an enabler, not a barrier

Portada Council System

Take your multi-channel customers to the cloud so that all touchpoints converge there. Whether online, on the phone, or at the kiosk, all the data is on the cloud.

2. Use attribution models. Make sure you know where clients are really coming from

Get to know  your customer by looking at their behavior and offer an experience that really fits their lifestyle persona.

3. Look at customer purchases and service requests as two different models

We should not mix the two messages; one is selling and another is customer service.

Practical Example:
An airline knows when a passenger has had a bad experience during their previous flight. A flight-attendant has the information about this passenger on a subsequent flight and offers an apology.
AI can help, but bear in mind privacy issues. (AI like Alexa listens to private conversations to generate purchase intent)

4. Make sure consumers know that the brand is a long-term provider

Make sure the customer knows that we as providers can actually take into account their lifelong value as a customer, unlike intermediaries which are entirely price-driven.


2020 opportunities

If you are interested in joining the Portada Council System, our year-round knowledge-sharing and networking platform, find out more here or contact us here if you are marketing services supplier and here if you are a brand marketer.

2020 promises to be an exciting year in marketing. We asked brand and media agency executives that are part of the Portada Council System where they see the main challenges and opportunities.


As the new year fast approaches, Portada touched base with brand marketers and media agency executives, members of Portada’s Council System. We asked them what 2020 could bring in terms of challenges and opportunities. Among the most alluring opportunities and/or challenges, they cited: preparing for a world without (or a smaller) Facebook, more proprietary data for brands, efficient cross-screen metrics, marketing in a divisive political scenario, and finding synergies between Hispanic and general marketing campaigns.


2020 opportunities: Preparing for a world without (or a smaller) Facebook

2020 opportunities expertMarketers’ reliance on social media as a marketing and lead-generation tool has been parallel to Facebook’s rise to social media heaven. But has the social media giant reached its zenith or, even worse, is it starting to decline? “How to future proof my business in a world without or a smaller Facebook. In performance marketing, Facebook is still king, and also in terms of reach and signals of consumers’ interests and intent. What happens if Facebook changes? Or if there is regulation? Or if it doesn’t enjoy the popularity of generations like Z and beyond? This is more of a longer-term challenge, ” says John Sandoval, Senior Brand and Latino Marketing Manager at Intuit.

How to future proof my business in a world without or a smaller Facebook. In performance marketing, Facebook is still king, and also in terms of reach and signals of consumers’ interests and intent. What happens if Facebook changes? Or if there is regulation? Or if it doesn’t enjoy the popularity of generations like Z and beyond?


Brands need more ownable and proprietary data

2020 opportunities expertTo Peter Lee Brown, Brands & Communications Strategy, at Nestle, “Data has become commoditized, brands need more ownable, proprietary data“. Related to this challenge, Brown sees an opportunity for brand marketers in terms of “lean innovation and in-housing capabilities”, as he expects them to “lead to greater speed, creative expertise, and control.”. According to Brown in the current scenario of perpetual disruption, “brands can drive disruption and become challengers.”

Ariela Nerubay, Chief Marketing Officer at Curacao, also cites disruption, in this case in the retail space as an alluring opportunity: “Disruption of the retail in-store experiences to drive traffic to physical stores.”


2020 opportunitiesIf you are interested in joining the Portada Council System, our year-round knowledge-sharing and networking platform, please contact us here if you are marketing services supplier and here if you are a brand marketer.


Making second-generation Hispanic campaigns attractive to non-Hispanics…

Successful marketing to the LatinX consumer (second and third-generation Hispanics) is paramount to the progress of Corporate America in 2020 and beyond. Ariela Nerubay, Chief Marketing Officer at Curacao, tells us that “How to develop targeted campaigns for the 2nd and 3rd gen Hispanic on general market media that also attracts non-Hispanics” is one of the main challenges for her company in 2020. Similarly, she also cites developing a “lead generation strategy for Hispanic and non-Hispanic customers with same creative” as a challenge and opportunity.


…in a world where it is increasingly “not good” to be the “other”.

Marketing in a politically convoluted environment that is often divisive has been an important topic at Portada Council System workshops in 2019. Going into 2020 it will continue to be a challenge for brand marketers. As Intuit¨s John Sandoval notes “Specifically to multicultural marketing, in a country and increasingly in a world (last week’s UK election) where it is ‘not good’ to be the other or a minority or a population group other than the ‘mainstream’, how do we get the resources, attention, etc, from across the landscape? What if Trump is re-elected for another 4 years?”


Cross Screen Measurement to understand Reach and Frequency

The ascent of video marketing, partly a result of the substitution of TV media budgets by video, is bringing in more 2020 opportunities for media buyers. Darcy Bowe, SVP, Media Director, Starcom USA tells Portada that “cross-screen measurement that allows us to understand overall reach and frequency, including understanding where truly incremental reach is being driven” is an important opportunity for efficient media buys in 2020. Bowe is part of Starcom’s Video Center of Excellence, where she focuses on investing in all video media as well as creating content and building integrated programs in the video media space on behalf of her clients.

Given the range of CPMs and creative units across media types, how do we value an impression in each type and how does that impact ROI?

Bowe also notes that, given the range of CPMs and creative units across media types, it will be important to develop solutions for how impressions should be valued in each type and how this impacts ROI. To resolve the relationship between performance and branding (awareness) will be another challenge: “How can we best create media plans that balance targeting the most likely consumer to interact & transact with the brand as well as find broad reach to create awareness?”

Comscore CEO position filled, Papa John’s loses its CMO and more marketing moves this week. Portada is here to tell you about it. Check out last week’s Changing Places here


NBCUniversal Owned Television Stations, a division of NBCUniversal, has announced that Jorge Carballo, the current President/GM of Telemundo 51/WSCV, will oversee operations for NBC 6/WTVJ, effective January 1, 2020. WSCV and WTVJ are NBCUniversal’s local television stations that serve English and Spanish-speaking audiences throughout the Miami-Fort Lauderdale market. In his expanded role, Carballo will manage all station operations. He will report to Valari Staab, President, NBCUniversal Owned Television Stations.



Ben Alexander has been promoted to National Director of Multicultural at Zeta Global. Alexander works out of Zeta Global’s New York City Office. He has held executive positions in companies including Sabio Mobile, Pulpo Media, and People en Español.





Krysten Casabielle has been promoted to Managing Director at multicultural communications agency Pinta. She previously held the position of Senior Account Director, serving as the strategic lead for clients including Microsoft, Heineken, the National Football League (NFL), and Carnival Cruise Line. Krysten joined sister agency, JeffreyGroup, in 2008, and has been a part of Pinta its launch in 2014.





IAB has named industry veteran Rick Berger to the role of Vice President, Member Engagement. He will be responsible for increasing member engagement and satisfaction, developing the trade group’s strategic partnership programs and helping its member companies meet their business objectives. He joins the organization from Conversant, the digital platform arm of Epsilon, where he worked as Senior Director of Business Development for the restaurant segment.




Papa John’s has announced that Karlin Linhardt is stepping down from the role of CMO after just eight months. As part of the latest leadership moves, Chief Operating and Growth Officer Mike Nettles is also leaving, and Chief Financial Officer Joe Smith is set to exit next year.





Comscore has promoted Bill Livek to Chief Executive Officer and Executive Vice-Chairman. Livek will replace Dale Fuller, who served as interim chief executive when Bryan Weiner abandoned the post over “irreconcilable differences” in May.

Portada is thrilled to announce the list of finalists that will yield the winning topics to be addressed at Portada Los Angeles 2020. Council System members will vote for their favorites on November 14.

Portada is revealing the list of 9 finalist topics to be addressed at conference sessions during Portada Los Angeles on April 2, 2020. These topics have been chosen by members of the different Portada Council System units. At the November 14 Happy Hour presented by Digo Hispanic Media, marketers who are members of the Portada Council System, will vote for the winning topics for the three main Portada Los Angeles speaking slots: Keynote, Consumer Insight Highlight, and MarTech Solution Spotlight.

Due to the resounding success and growth of the Portada Council System over the last year, going into 2020 we want to make sure that our event programming mirrors the preferences and needs of the brand marketers and first-class marketing service suppliers in our system,” says Marcos Baer, president of Portada.

Finalist topics per speaking slot for Portada Los Angeles 2020 

Brand Star Committee meeting during Portada New York
Brand Star Committee, a unit of the Portada Council System meeting during Portada New York

Brand Marketer Driven Event Programming…

At their in-person meeting at Portada New York, the first-rate brand and media agency decision-makers who are members of the Brand Star Committee, Agency Star Committee and Sports Marketing Board suggested topics for each of the speaking slots. Each Council System unit nominated one finalist per category (see above).


…with the final vote at the Happy Hour & Council Content Choice, Nov. 14

On November 14, Portada Council System members will gather at the Happy Hour & Council Content Choice presented by
Digo Hispanic Media,
 where Portada’s Council System members will vote for the winning topics to be addressed at the three Portada Los Angeles speaking slots on April 2, 2020.

“We’re thrilled to present the first Portada Happy Hour & Council Content choice,” commented Augusto Romano, CEO of Digo Hispanic Media. “It’s a great way to advance our partnership with Portada, which has been of great benefit to our company. Having the support of this great team to accelerate our market entry has greatly facilitated the process.”

If you are a brand marketer and would like to join the Portada Council System, please provide contact information here
If you are a marketing service provider and would like to join the Portada Council System, please provide your contact information here.


Brand Marketing Executives to Vote for Portada Los Angeles 2020 Winner Topics on November 14 include:

Vice President, Sponsorships, Wells Fargo    

Senior Manager, Advertising & Marketing, Multicultural, Kia Motors America

 Head of US Sports Marketing, Anheuser-Busch InBev

 Vice President, Global Sponsorships, Head of Americas, SAP 

Marketing Manager, Nestle USA

Senior Brand and Latino Marketing Manager, Intuit

National Media Manager, JCPenney                                                                           

National Director, Multicultural & Growth Markets, Realogy

 US Managing Director, CH Carolina Herrera

Digital Marketing Manager – SEM and SEO, Sprint                                                                                                   

EVP I CMO, Curacao

Manager, California Endowment

Category Marketing Manager, GraceKennedy Ltd

Head of Marketing Activation & CRM, Conagra 

Dozens of additional brand marketers will be announced by early 2020.



Check out our new round up for brand marketers, where you’ll find the week’s most relevant insight and research.  If you’re trying to keep up, consider this your one-stop shop.

A report released Wednesday by Forrester Research said 42% of U.S. online adults have never heard about VR headsets and that an additional 46% said they don’t see a use for VR in their lives.

A marketing services outfit Yes Lifecycle Marketing report says only 8% of marketers are currently using VR in their advertising. Thirty-five percent of those surveyed said they either have no intentions or have reservations about using the tech, while 57% said it does not apply to them.

A report by L2 research claims that while more and more advertising dollars are being dedicated to social and digital, the segment is experiencing maturation.

Demandwave’s 2017 State of B2B Digital Marketing revealed that in terms of priorities, most firms are shifting from quantity of leads to quality of leads. Whitepapers drive the most leads and revenue and email is the most effective channel for driving leads.

digitalAccording to a new report by Nielsen Social, the heavy social media user group isn’t Millennials: Generation X (ages 35-49) spends the most time on social media: almost 7 hours per week versus Millennials, who come in second, spend just over 6 hours per week. Females spend 25% of their time online on social media vs.19% of males.

A report by brand strategy consultancy Spencer Brenneman claims that over the next five years, 81.3% of business-to-business (B2B) companies expect to invest more in their brand strategies. 86.7% cited an increase in spending over the past five years.

According to Brand Keys, Inc. 22nd annual 2017 Customer Loyalty Engagement Index® (CLEI), soaring customer expectations are a constant challenge in the retail category, where expectations have increased 24% over 2016.

A recent study conducted by Persistence Market Research projects that the global data management platform market, which is presently worth over US$ 1.2 billion, will grow at 14.5% CAGR to generate an estimated US$ 3.7 billion revenues by the end of 2024.

Merkle‘s fourth edition of its Digital Bowl Report looked at

The 2009 US Air Force Thunderbirds fly over Superbowl XLIII in Tampa, Fla., Feb. 2. (RELEASED)
Superbowl XLIII in Tampa, Fla., Feb. 2. (RELEASED)

how well Super Bowl television advertisers did on digital marketing channels such as search, social and video. Buick, Google, KFC, Mercedes-Benz, and National Geographic tied for No. 10 in Merkle’s list for paid search rankings. Kia came in at No. 12 for SEO, followed by WeatherTech at No. 11, H&R Block and Tide tied for No. 10. Bai scored well in paid search — tying at No. 4 along with Bud Light, T-Mobile Lexus, Mr. Clean, and Wendy’s.

EyeforTravel‘s Understanding the Travel Consumer’s Path to Purchase white paper tracked consumers who made a purchase on an airline, hotel or Online Travel Agency (OTA) brand in Brazil, Germany, India, the UK and US, finding that social media sites were visited in at least 15% of the cases, rising to just under a quarter of those booking on OTAs in the UK and US. 6% to 12% of consumers visited YouTube in their pre-purchase path, pushing the usage of social media up further.

A report by Deutsche Post unit DHL Express claims that the gross merchandise value (GMV) of cross-border ecommerce is expected to continue growing at a healthy 25% per year through 2020, about twice the rate of the domestic market, and hit $300 million in 2015.

Check out our new round up for brand marketers, where you’ll find the most relevant new insights and research published over the last week.  If you’re trying to keep up, consider this your one-stop shop.

Google, PayPal and WhatsApp were named the most Meaningful Brands 2017 in Havas’s global study, which covers 33 countries, 300,000 respondents and 1,500 brands –which looks at brand performance and wellbeing. The study also found that 84% expect brands to produce content but they think 60% of all content created by brands is poor, irrelevant or fails to deliver. Only 40% of the world’s leading 1,500 brands produced content that meets requirements.”

Global brand strategy, design and experience firm Siegel+Gale announced the findings of the seventh annual Global Brand Simplicity Index. Among the findings: 64 percent of consumers are willing to pay more for simpler experiences and 61 percent of consumers are more likely to recommend a brand because it’s simple. 

google-logo-1200x630Google has been named the world’s most valuable brand by the Brand Finance global 500 report. This puts last year’s most valuable brand, Apple, in second place.

According to a report from digital platform Agency Spotter, agencies and design firms’  typical projects now range between $50,000 and $250,000 with the typical annual deals up to $20 million. 30% of decision makers at brands say they typically hire a partner within two to three months, 31% hire an agency within a month, and 39% say it takes them four or more months.

Makeup line bareMinerals has launched a new campaign to highlight the expansion of its foundation range to include 12 new shades, allowing the brand to better cater to a more diverse consumer base.

The National Association of Minority Automobile Dealers (NAMAD) and IHS Markit honored American Honda with the “Top Overall Ethnic Vehicle” DVL Award for automotive brands dedicated to driving sales leadership with Asian, Native American, Hispanic and African American car buyers.

An Oracle survey found that 34% of brands claim that their sales, marketing and customer service teams work oraclecompletely independently of each other, leading to a lack of customer insight. 33% blame it on their current systems and technologies, while 30% say their corporate culture makes it tricky for sales and marketing teams to align priorities.

Facebook’s Q4 and full year earnings report found an 18% year-over-year increase in daily active users reaching 1.23 billion. 84% of Q4 advertising revenue came from mobile ads, up from 80% the same quarter last year. The tech giant’s mobile daily active users in December hit 1.15 billion, a 17% year-over-year increase.

L2‘s fourth annual intelligence report on social platforms found that Snapchat’s brand adoption rate grew by 50% between January and October in 2016, and that 64% of brands are now on the app.

Clutch’s survey,  ‘Content Marketing Survey 2016, which spoke to 300 content marketers in the US about their objectives, strategies and metrics, found that 49% say brand awareness is the main goal of content marketing strategies followed by search engine visibility (30%) and lead generation (21%).

The MBLM Brand Intimacy 2017 Report, which looks at how brands resonate with consumers on an intimate and emotional level, ranked Apple, Disney and Amazon as the top-ranked intimate brands. 

According to Millward Brown Digital’s 2016 Hispanic American Auto Buyers ReportHispanic American consumers account for $27.9 billion in registered new vehicle transactions, representing 11% of the total market, and annually, the Hispanic population in the United States grows by about one million people.