Take a look at Portada’s exclusive interview with Ariela Nerubay here.
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.
Ariela is currently CMO of the leading Latino Retail Superstore, Curacao, where she was hired to lead a company-wide turnaround strategy to reposition 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. She also held senior executive posts at The Walt Disney Studios and Univision Communicatons.
Ms. Nerubay holds an MBA degree from CSULB, a B.A. in Communications from Universidad Iberoamericana in Mexico City, two post-graduate degrees in Business Management and Marketing from UCLA Extension, and she completed an Executive Business Program at Harvard Business School for which she was awarded the Diversity fellowship.
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. Rajaa is born in France and grew up in Morocco and Canada. She speaks fluently five languages among them Spanish, Portuguese and French. She is passionate about beauty (especially Skincare), health, and wellness. In her free time, she loves spending time with her twin boys Adam and Rayan, husband Yassine, working out or perfecting the most delicious and healthiest pancake recipe.
Leonor Palao is responsible for the development and strategy of the firm’s advertising and branding. She started her career on the agency side where she worked for 6 years developing media plans and creating media programs for various brands ranging in industries such as Pharmaceutical, CPG, Technology, and Finance.
She transitioned to the client side at OppenheimerFunds 7.5 years ago to manage the development and execution of their media strategy and the creative assets tied to the firm’s brand and advertising efforts. A huge part of Leonor’s job is the management of agency partners in various aspects. She has cultivated strong relationships, maintained high expectations and found a way to consistently deliver groundbreaking work. She meets with senior leaders and digs deep to discover stories that inspire not only the agencies but media partners to propose interesting and advantageous programming. Since her hire, she has led, driven and crafted the strategy of numerous award-winning communication platforms that have disrupted the category and helped navigate the rebranding of OppenheimerFunds.
Leonor received her B.S. in Management with a focus in Marketing and minors in International Business and Sociology from The Pennsylvania State University. Most recently she received a Marketing Strategy Certificate from Cornell University. She’s a member of the Financial Communications Society and supports charities through the organizations’ works. Leonor was also recently recognized amongst the 2019 Gramercy Institute’s 20 Rising Stars in Financial Marketing. She is also a regular panelist at industry events. Ms. Palao lives in Sunnyside, Queens and in her free time can be found walking around the Metropolitan Museum of Art.
We are excited to announce that Francisco Morillo, Search Engine Marketing Manager at Sprint is joining the Portada Brand Star Committee, one of the six units of Portada’s Council System. The Council System next in-person meeting will be at Portada LA on March 14, 2019.
Francisco ‘Kiko’ Morillo has over 10 years of digital marketing experience with a strong focus on strategy with data-driven digital campaigns. Before joining Sprint to drive the SEM and SEO efforts, Francisco was at Xoom, a PayPal service, where he was responsible for managing digital acquisition programs through search, display, video, and app install.
Previously, he worked on the agency side as a Digital Media Director and also has experience in the e-commerce industry. He has a drive for data analysis, digital marketing innovation and drive business growth.
We are thrilled to announce that Stephen Brooks, EVP and Managing Director at VidaPrimo, is joining the Portada Brand Star Committee, one of the six units of Portada’s Council System. The Council System’s next in-person meeting will be at Portada Los Angeles on March 14 in Los Angeles’ Loews Hotel.
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.
VidaPrimo is the largest multiplatform video network dedicated solely to Latin Music (and the #3 music network overall). VidaPrimo generates over 1 billion monthly impressions globally, primarily from consumers 18-39 who access music videos and original programming on a variety of platforms that include web and mobile streaming sites, mobile apps, subscription services, connected TV channels and more. VidaPrimo is headquartered in Los Angeles and Bogotá.
In occasion of Stephen’s arrival at Portada’s Brand Star Committee, we asked him to tell us more about VidaPrimo’s mission and plans.
Portada: Could you tell us what is VidaPrimo’s main objective?
Stephen Brooks: Our main objective at VidaPrimo is to build a singular cross-platform video network destination for Hispanic music fans throughout the U.S., Latin America and Spain. We intend to make our content ubiquitous on virtually every screen: at home, on mobile, at retail and on the go.
The Portada Council System Brand Committee is made up of many respected professionals whose experience in defining their product and creating compelling value for multicultural consumers will be incredibly useful for VidaPrimo as we grow.
Portada: What is VidaPrimo doing to achieve this goal?
Stephen Brooks: To accomplish this, we need to build our audience through expert branding, social media and influencer marketing, and advertising; expand our distribution footprint to new sites, apps, channels and services; and create a unique, viable and scalable brand integration product for advertisers to connect with passionate music fans.
Portada has officially launched its Council System. The five different council units already met once virtually during the first quarter and in-person at Portada Miami in mid-April. The next in-person meetings will be at Portada New York (Sept. 24-25) and Portada Mexico (Oct. 30). Check out what the brand marketing member executives have to say about the experience so far!
“I think that Portada has been doing a great job, I’m really excited about all the things we’ve been working on during these meetings and understanding, not only inspiring but really taking action, so for me it’s very interesting.”
Perla Patricia Aragón, Digital Marketing Director MX, at L’Oréal (Council of the Americas Member)
“I am honored to be part of Portada’s Agency Star Committee. Driving growth through multicultural audiences is no longer a ‘nice to have’, but instead a key component of realizing full growth potential for our clients. Portada helps promote deeper marketplace understanding of that essential principle.”
Dana Bonkowski, SVP, Multicultural Lead, Starcom Worldwide (Agency Star Committee Member)
“Having a Brand Star Committee and getting marketing people to share their experiences is a great idea. The idea of having an opportunity to really link with people who have the same challenges as you, who maybe have had the same launching opportunities… and really just share.”
Margie Bravo, Multicultural Champion, Nestlé USA (Brand Star Committee Member)
“I’m in the Travel Marketing Board, a very good opportunity to share different visions among different industries, we are airlines, car rentals, hotels… and it’s amazing how, even though it’s the same industry, it’s different pillars, and it’s amazing how we all share the same challenges and it’s interesting to see how everything is related.”
Pablo Chiozza, Senior VP US, Canada, Asia & Caribbean, Latam Airlines Group (Travel Marketing Board Member)
“Being a part of the Brand Star Committee has been really interesting so far. I think that part of the challenges that we all face as marketers are actually really similar to one another even across industries, across brands… I’m grateful that Portada has created a forum to share and reapply, to not just talk about the successes, but talk about the challenges so that we can help one another.”
Marissa Fernandez, Director, Marketing Strategy and Fan Development, NFL (Brand Star Committee Member)
“I think it’s a great thing that Portada has put together, it’s given me a chance to really interact with some folks that I’ve known in the industry but maybe we hadn’t gotten together around the specific unique targeted approach like multicultural Hispanic marketing through the lens of sports and sports marketing, so it’s been very engaging for me.”
Dan Keats, Director Consumer Marketing-Sponsorships, Allstate Insurance (Sports Marketing Board Member)
“The Brand Star Committee has been great. We’ve had great discussions about real-life problems in marketing we’re having today, and solutions, and part of it is because we had a great group of marketers and marketing practitioners. Even though I get invited to this kind of things all the time, the executives we had at the table, this time it was top-notch, great quality people that could really get to a deeper level of discussion than I’ve had at other places.”
Rafael Lopez-de-Azua, Head of Media and Digital, Latam, Coty (Brand Star Committee Member)
“I think it’s a great idea, I really liked that we were able to get together in a group yesterday and just talk peer-to-peer about the things we’re struggling with, or things we’re finding challenging, and see what other people have learned from their experiences.”
John Sandoval, Senior Brand and Latino Marketing Manager, Intuit
(Brand Star Committee Member)
“It has been a great experience so far, we’ve meet twice and it’s great to have the access to all these people in the marketing world that have the same type of issues that we do and discuss these matters, try to find solutions and interact that way, so it’s great networking with your peers. It’s a great opportunity to get access to different technologies, different ideas, and in a great setting.”
Ana Lucía Soto, National Media Manager, JCPenney (Brand Star Committee Member)
“I am proud to be associated with Portada’s exciting new Council System, and am eager to partner with other industry leaders to move multicultural advertising forward.”
David Queamante, SVP, Media Director, UM Worldwide (Agency Star Committee Member)
“The Council System is very unique for us at Mastercard. It allows us to better understand what the Hispanic market is doing and we can leverage that with a lot of our properties. That’s the biggest feature and the benefit. And bringing our knowledge as it relates to Mastercard to this business and the Hispanic community is very important to us.”
Mike Tasevski, VP, North America Sponsorships, MasterCard (Sports Marketing Board Member)
In addition to the more than 70 brand marketing executives who integrate Portada’s expanding Council System, Council System integrations are available to an elite group of marketing services vendors. To discuss opportunities and find out more about how Portada’s content and networking platform can help your brand’s marketing objectives, please contact Portada Sales Manager Isabel Ojeda.