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Portada´s Council System

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We are excited to announce that Nicolás López Martí, Sr Director, Core Salty Brands, Central & South America at PepsiCo Foods, is joining the Portada Brand Star Committee Latam, one of the six units of Portada’s Council System. The board’s next in-person meeting will be at Portada Mexico, on October 16 at Casa Lamm.

Born in Buenos Aires. Lived in Mexico City and now in Miami. Graduated in business in the Universidad de San Andres (Argentina). Marketing professional with a sound background in top multi-national CPG companies like SC Johnson, AB Inbev and PepsiCo. More than twenty years building iconic brands across LATAM (Pepsi, Lays, Doritos, Cheetos, 7 Up, Mirinda, H2O, Brahma). Driving top-line revenue growth through consumer-first marketing, innovation and people development. Currently PepsiCo’s global brands senior marketing director for Central & South America salty snacks.

Welcome, Nicolas, to Portada’s Council System!

Check out Portada’s interview with Nicolas about PepsiCo’s recent 360º campaign for UEFA’s Champions League here.

We are excited to announce that Jose Manuel Langarica, Head of Performance Marketing at Volaris, is joining the Portada Travel Marketing Board, one of the six units of Portada’s Council System. The Council System next in-person meeting will be at Portada Mexico on October 17, 2019.

Jose Langarica is the Head of Performance Marketing for Volaris, where he brings more than 10 years of experience leading performance teams for international accounts, digital marketing, and sales.

He’s also an expert in SEO and SEM tools, social media marketing, mailing, and programmatic buying.

Prior to his role at Volaris, he was the Operations Manager at Seccion Amarilla, the biggest yellow pages company in Mexico, where he was leading the performance marketing and customer experience teams, contributing to the company digital transformation for both national and international projects.

Welcome, José, to the Portada Council System!

We are excited to announce that Arturo Gonzalez Frankenberger, Product Marketing Manager in North Latin America & the Caribbean at Electrolux Home Products, is joining the Portada Brand Star Committee Latam, one of the six units of Portada’s Council System. The board’s next in-person meeting will be at Portada Mexico, on October 17 at Casa Lamm.

Arturo Gonzalez Frankenberger is Product & Marketing Manager at Electrolux, responsible for developing and launching the business system around the product – the collection of products and services that will deliver the product’s promise; to lead the business strategy in relation to the portfolio management and brand communication.

His passion is to develop business strategies and plans to develop products for the different and complex markets He is responsible for (+30 markets). In the last 5 years, the company generated over US$180 Million in revenue with products developed with local/regional consumer insights. With 14 years of business and marketing experience with a consistent track record of results, Arturo has skills of brand strategy and communication, business strategy, product and P&L management, ATL, BTL, digital marketing, consumer research, market analysis, events, sponsorship, PR and media. He likes to develop people and share with them important values like respect and accountability.

The phrase “if you are going to do it, do it right” is his everyday responsibility. Outside the work, he loves to share time with his wife and children in the house, parks, museums, and visiting friends. He goes the gym, plays soccer once a week and runs every other day to relax, be active and healthy.

Welcome, Arturo to Portada’s Council System!

We are excited to announce that Ana Cristina Rivadeneyra, Marketing Manager México at WeWork is joining the Portada Brand Star Committee LatAm, one of the six units of Portada’s Council System. The board’s next in-person meeting will be at Portada Miami, on April 11  at Miami’s East Hotel.

Ana Cristina has more than 3 years working at WeWork. She joined the company in 2017 as Marketing Manager for Mexico. She has also worked at Likeable Media México as VP Account Management, at Nestlé as Digital Brand and Ecommerce Manager and at Televisa Interactive Media as Digital Manager, among other companies.  She has a Communications degree from Universidad Iberoamericana.

Welcome, Ana Cristina to Portada’s Council System!

We are excited to announce that Rajaa Grar, Sr. Director of Global Marketing at Paula’s Choice Skincare is joining the Portada Brand Star Committee, one of the six units of Portada’s Council System. The board’s next in-person meeting will be at Portada NYC on September 11, 2019.

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.

Welcome Rajaa to Portada’s Council System!

We are excited to announce that Trinidad Tagle, Regional Marketing Manager at Estée Lauder is joining the Portada´s Brand Star Committee LatAm, one of the six units of Portada’s Council System. The board’s next in-person meeting will be at Portada Miami, on April 11  at Miami’s East Hotel.

Born in Chile, Trinidad lived in NYC for 2 years at the age of 15. Started working at Estee Lauder Chile in 2012, moved to NYC in 2016 and got a dual position between the Global Skincare Marketing team and Latam Regional Marketing Team.

She moved to Miami in 2017 and got a Regional Marketing Manager position for Estee Lauder, Tom Ford Beauty and Aerin Beauty.

In 2019 she added Aramis & Designer Fragrances for Latam.

Welcome, Trinidad to Portada’s Council System!

We are excited to announce that Daniela Guzman, Director of Marketing Latin America at WeWork is joining the Portada Americas Board, one of the six units of Portada’s Council System. The board’s next in-person meeting will be at Portada Miami, on April 11  at Miami’s East Hotel.

Daniela Guzmán is the Marketing Director of WeWork Latin America, the platform of creators and professionals with more than 300 thousand members in the world, and with presence in more than 83 cities.

At WeWork, Daniela leads the Marketing and brand team to promote the creation of a collaborative community and culture. Her career has been focused in leading marketing efforts to encourage businesses to grow and optimize their resources.

Prior to WeWork, Daniela worked as Marketing Manager at Uber focusing on strategist management of many campaigns.

Welcome, Daniela to Portada’s Council System!

We are excited to announce that Eric Melis, Sr. Marketing Director – LATAM Beverages at Pepsico is joining the Portada Americas Board, one of the six units of Portada’s Council System. The Council System next in-person meeting will be at Portada Miami, on April 11  at Miami’s East Hotel.

Eric started his career in the marketing industry 21 years ago. Although he spent a couple of years working for Kraft Foods and Phillip Morris Intl, Eric developed and continued building most of his expertise in marketing while working at Pepsico.

His roles have varied during that time span from brand management roles at a single market to category and multi-category roles in multimarkets to his current role, where he leads the soft drink category for the Latam region.

He had the privilege to work as well within bottling operations in Venezuela and Mexico, which has helped him in building a better understanding of the business overall.

Eric was born and raised in Caracas, Venezuela. He is married with 3 wonderful children. He is passionate about American and European football and loves long-distance running.

Welcome, Eric to Portada’s Council System!

We are excited to announce that Leonor Palao, AVP, Brand & Advertising at OppenheimerFunds is joining the Portada Brand Star Committee, one of the six units of Portada’s Council System. The board’s next in-person meeting will be at Portada LA on March 14, 2019.

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.

Welcome Leonor to Portada’s Council System!

We are excited to announce that Vanessa E. Hartley, Group Director at Hearts & Science is joining the Portada Agency Star Committee, one of the six units of Portada’s Council System. The Council System next in-person meeting will be at Portada Los Angeles on March 14 in Los Angeles’ Loews Hotel.

Vanessa Hartley is an 18-year veteran of out-of-home media and has been member of the Omnicom Family since 2005. Her account experience includes QSRs, packaged goods, technology, financial services, entertainment and telecommunications.

She started with Outdoor Media Group, an Investment Group for Omnicom, in Chicago working on McDonalds, H&R Block, Intel and Pepsico Brands. Then, she moved back to her home city of New York where she ran the HBO business for six years. Now a Group Director at Hearts & Sciences, she manages the OOH Investment Group for all lines of business for AT&T.

When she is not dedicating her time to all things AT&T; she loves food, traveling anywhere, binging anything on Netflix, quality time with friends/family and watching or playing sports. Her happiest places are on a yoga mat or on the slopes.

Welcome, Vanessa, to the Portada Council System!

We are excited to announce that Jason P. Riveiro, National Director, Multicultural & Growth Markets at Realogy 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 Los Angeles on March 15 in Los Angeles’ Loews Hotel.

Riveiro brings over 20 years experience leading multinational strategic initiatives for some of the most recognized Fortune 500 companies including Toyota, Procter & Gamble and Macy’s on both the agency and client side. Prior to joining Realogy Holdings Corp, Jason served as Chief Marketing Officer for the National Association of Hispanic Real Estate Professionals (NAHREP).

Jason is also responsible for pioneering the launch of multicultural marketing departments at Big Lots, North America’s largest closeout retailer and The Sherwin-Williams Co., the nation’s largest specialty retailer of paint and painting supplies.

He holds a Master of Business Administration from Xavier University, a bachelor’s degree in International Studies and Business Administration from the University of St. Thomas in Houston, TX and has completed graduate courses at the Universidad de San Pablo-CEU in Madrid, Spain.

I am very appreciative of this opportunity to join Portada’s Brand Star Committee. Portada is a leader in multicultural marketing thought leadership and I am thrilled to serve alongside the other committee members.

Portada spoke with Jason P. Riveiro about his role at Realogy and what he plans to bring to the Portada Council System:

What is your main objective at Realogy?

Realogy is committed to be the preferred company for diverse talent, leveraging inclusion and individuality as the foundation for competitive advantage. This foundation will help ensure our affiliates and agents are culturally competent and well positioned to service the Hispanic market, the LGBT market and others.

How do you intend to accomplish it?

We can leverage our strong market position and an already diverse network of brokers and agents. I see us accomplishing this through two main avenues. The first would be through a robust communications strategy that places our brokers & agents as the heroes of our corporate narrative. Secondly, we need to create an environment of masterminding where our already diverse network of brokers and agents can learn and grow from each other. We have so many successful entrepreneurs within our network and they have the insights to share with others starting out in our industry.

In what way is marketing for the world’s largest real estate brokerage conglomerate different from prior positions you have had e.g. at retailer Big Lots?

My prior roles were all new initiatives where multicultural was starting from scratch. Today, I am dealing with an organization [Realogy] that has a long history of investing in diverse segments and brands that independently have been doing the same to attract both diverse consumers, agents and brokers. Realogy understands that the changing demographics are its destiny and sees investments in diverse markets as a source for strategic growth.

Our focus will be to build alignment among our collective investments in the multicultural space and leverage our size to show the power of Realogy while at the same time, highlighting the unique offering each brand provides. I can’t think of another organization that can provide this number of iconic brands under one roof to serve the unique needs any consumer, agent and broker.

We understand Meredith publishes Better Homes and Gardens and Realogy manages the Better Homes and Gardens Real Estate. How does Better Homes and Gardens as a media property fit into Realogy’s overall offering?

Meredith is the largest publishing company in the U.S. with over 36.8 million weekly readers. Our partnership leverages the Better Homes & Gardens brand and is used as a marketing vehicle to drive business to our brokers and agents.

How is the marketing profile of the below brokerages owned by Realogy? (e.g. differences, commonalities)

Realogy is home to some of the most well-known and respected companies in the world, serving consumers across market categories from starter homes to extraordinary estates.

  • Better Homes and Gardens Real Estate: A Next Gen lifestyle brand connecting with 40 million loyal magazine consumers; more than 12,000 agents and 360 offices across the U.S., Canada, Jamaica and The Bahamas, as of Q3 2018
  • CENTURY 21 Real Estate: Defying mediocrity to deliver extraordinary experiences; more than 127,000 real estate agents spanning 80 countries and territories as of Q3 2018
  • The Corcoran Group: Helping its clients find the best way of living; approximately 2,300 independent agents as of Q3 2018 and a significant presence in NYC, the Hamptons and Florida
  • Sotheby’s International Realty: The vanguard prestige property in the global real estate market; more than 22,000 agents in 72 countries and territories worldwide as of Q3 2018
  • Climb Real Estate: Climb was created to capture the attention of the Connected Generation with a mobile-first business model and flexible offering.
  • Coldwell Banker Real Estate: Dedicated to home since 1906; approximately 92,000 real estate agents across 44 countries and territories as of Q3 2018
  • ERA Real Estate: The real estate brand founded on the principle of collaboration; approximately 41,000 real estate agents throughout the U.S. and 34 other countries and territories as of Q3 2018

“I am very appreciative of this opportunity to join Portada’s Brand Star Committee. Portada is a leader in multicultural marketing thought leadership and I am thrilled to serve alongside the other committee members. Over the past ten years, whether as an event attendee or panelist, I have found the highest caliber of marketing professionals in attendance and relevant content for my business. I view my participation in the Brand Star Committee as an opportunity to challenge myself and sharpen my skills.”

Welcome Jason to the Portada Council System!

We are excited to announce that Kate Canel, Director of Performance Media at The Shipyard is joining the Portada Agency 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.

Canel is a 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. In addition, Canel has a proven track record of developing  marketing solutions, team building and in creating innovative non-traditional revenue streams.

Welcome Kate to the Portada Council System!

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.

Welcome Francisco to Portada’s Council System!

 

We are excited to announce that Ana Laura Acevedo, Senior Vice President, Marketing & Business Development at RCI Latin America, is joining the Portada Travel Marketing Board, one of the six units of Portada’s Council System. The Council System next in-person meeting will be at Portada Miami on April 11, 2019.

With over 25 years of experience in different areas of the travel industry, Ana Laura has held different Management and Leadership positions in various companies like: GM for American Express travel agency, OCV & Hotel Association, Las Hadas Marina Golf & Resort and Brisas Hotels & Resorts. In 2004, Ana Laura joined RCI as Business Development Director for Mexico and Central America.

In 2009, she was promoted as VP of Marketing and Commercial Programs for Latin America, leading strategic areas including: new product development, affiliate services, B2C marketing, e-commerce, key accounts and The Registry Collection (the largest luxury exchange program globally). She was recently  promoted to Senior Vice President, taking over Business Development for Latin America as well.

Welcome Ana Laura to the Portada Council System!

We are excited to announce that Nelson Pinero, Senior Digital Director, Senior Partner at GroupM, is joining the Portada Agency Star Committee, one of the six units of Portada’s Council System. The Council System next in-person meeting will be at Portada Los Angeles on March 14 in Los Angeles’ Loews Hotel.

Nelson Pinero has worked across General Market and Multicultural accounts for over 20 years. His began as an Assistant Media Planner at DMB&B (Mediavest) working on Burger King, Coca-Cola, TheStreet.com and GT Interactive. After 3 years he moved onto Dentsu Communications Agency, where he served as Senior Media Planner/Supervisor on the Canon, JAL, Takasago, and Businessweek accounts. Here he learned how to drive the clients message across multiple cultures (Japanese, Chinese, Korean, Russian etc) utilizing various niche media tactics.

In 2002 he decided to deepen his exposure to the Multicultural advertising market by joining the Bravo Group where he worked as Supervisor on Sears, Mazda, Wyeth, USPS among others. In 2003, Nelson moved to Mindshare were he served multiple roles over his 9 years at this agency including Senior Media Supervisor on th 1st local digital team targeting total market audiences and head of the Multicultural team focusing on Hispanic and African American markets for Sprint, Boost, Virgin and Assurance Wireless.

He also actively participated in new business pitches and additional projects for CVS, Nestle, and Unilever. He joined MEC in 2014 to work in Vilma’s team developing strategies and executing media solutions for IKEA, KFC, Marriott among others. In 2016 he was appointed to Multicultural Digital Director at GroupM where he assists the digital investment group determine approach to multicultural in the marketplace and developing strategies and best practices for the agencies within the GroupM roster.

He spends his free time traveling occasionally to the Caribbean to see his family, riding his bicycle through the mean city streets during spring, summer and fall, playing guitar and writing music whenever he gets a chance.

Welcome Nelson to the Portada Council System!

We are excited to announce that René Ramos,Vice President – Field Marketing & Sponsorships at Constellation Brands, is joining the Portada Sports Marketing Board, one of the six units of Portada’s Council System. The Council System next in-person meeting will be at Portada Los Angeles on March 14 in Los Angeles’ Loews Hotel.

René has been in the beer industry for more than 20 years working on some of the biggest beer brands in the business.

His passion for beer, like many beer fans, started in college but parlayed it into an actual career that has taken him on a journey working across the 3 top players in the industry – Anheuser-Busch, MillerCoors and now, Constellation Brands.

From the agency side to field marketing to brand marketing to sales management to sports & entertainment, Rene has been involved with beer brands across every consumer touchpoint. His duties recently expanded from the company’s beer portfolio to include the company’s wine & spirits brands including SVEDKA, Casa Noble tequila, Robert Mondavi and Kim Crawford.

Welcome René to the Portada Council System!

We are excited to announce that Gustavo Guerra, Brand Director, Tecate Equity at Heineken USA, 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 Los Angeles on March 14 in Los Angeles’ Loews Hotel.

Gustavo Guerra currently serves as Tecate Brand Director within HEINEKEN USA. As a key executive, Guerra is responsible for strategic planning, creative content, experiential and public relations. He also leads a successful sponsorship strategy and execution in Boxing under a through-the-line approach that has given industry’s recognition for performing world-class activations.

Guerra joined HUSA after two successful years as the head of marketing of Chivas de Guadalajara, the most popular and important soccer club in Mexico. Prior to that, he served for 10 years as Senior Group Brand Manager at Heineken Mexico.

Guerra is particularly experienced and passionate in Sports Marketing and as a proud Latino living in the US, have full understanding of the Hispanic market.

Welcome Gustavo to the Portada Council System!

We are excited to announce that Andres Amezquita, VP Digital and Commercial Excellence Latin America at Stanley Black & Decker, Inc. is joining the Portada Americas Board, one of the six units of Portada’s Council System. The Council System next in-person meeting will be at Portada Miami, on April 11  in Miami’s East Hotel.

Andrés has many years of experience in various companies around the world. He started his career in Procter and Gamble, where he worked in Color Cosmetics for ten years launching Cover Girl in Mexico and leading the business in the Latin American region through many distributor partners.

Later on, Andrés worked for the Mattel Company where he became Vice President for the Barbie and Girls international business with a strong focus in Europe and Asia. He ran the Mattel direct to consumer e-commerce business for the US launching Mattelshop.com and overseeing sites such as Barbie Collector, HotWheelsCollector.com and Fisher-PriceShop.com.

After Mattel, Andrés worked for Amazon in Seattle as the Product Experience Development, Marketing/Merchandising and Marketplace lead for the Toys Category. After that he worked passionately in L’Oreal to accelerate digital, ecommerce and CRM across four divisions and thirteen countries as CMO of Latin America. He currently leads digital transformation and marketing for Stanley Black and Decker for Latin America.

Welcome Andres to Portada´s Council System!

We are excited to announce that Elena Feoktistova, VP Consumer Marketing and Sponsorships LAC at MasterCard, is joining the Portada Council of the Americas, one of the seven units of Portada’s Council System. The Council System next in-person meeting will be at Portada New York on September 24 in New York City’s Yotel.

A professional marketer with over 20 years of experience in companies including Unilever, Coca-Cola and Mastercard, Feoktistova currently is Regional Head of Consumer and Product Marketing at MasterCard covering the Latin American and Caribbean markets based in Miami. Prior to that she worked as Regional Marketing Manager for Central and Eastern Europe out of Moscow.
At our upcoming Portada New York Conference next Tuesday Sept 25, Feokistova will be interviewing Natalie Bursztyn, Marketing Director at Nalsani-Totto on the topic of DTC (Direct-to-consumers) brands and e-commerce.

Welcome Elena to the Portada Council System!

We are excited to announce that Lorena Holguin, Sponsorship Director Latin America & Caribbean at MasterCard, is joining the Portada Sports Marketing Board, one of the seven units of Portada’s Council System. The Council System next in-person meeting will be at Portada New York on September 25 in New York City’s Yotel.

Lorena Holguin has a vast brand building experience in both consumer and financial services marketing. For 24 years’ she has gained regional and international experience in building business in both developed and developing countries via product/service innovations, market prioritization and portfolio management. Prior to Mastercard, Holguin was Regional Marketing Director at American Express. Born and raised in Mexico City, Holguin has been living in Miami for 18 years.

Welcome Lorena to the Portada Council System!