“I am a Salvadorian at home and an American at work.” This is how Trisha Ranes, Senior Marketing Manager-Latino, H&R Block synthesized the life and media consumption habits of many bilingual Hispanicsat the session “The Unending Quest:The latest on how national brands should reach out to local multicultural audiences”, the panel that kickstarted the second day of #Portada15 in New York City’s Yotel.
As Ranes, photo, put it. “It is crucial to look closely at the media habits of bilingual consumers.” Stephen Paez, VP Director, Multicultural, Spark SMG added that he tries to merge media placement (choice of media and creative) with demographic data. The challenge, Paez noted, is to have campaigns with enough scale. Laura Fernandez, Head of Sales East Region, MaxPoint claimed that her company facilitates to engage with Hispanic audiences, and the different worlds they live in, in a programmatic way. Fernandez noted that in programmatic hyper-local targeting “in Culture and In-Language can coexist. They are complements.”
The panel was moderated by Ana Crandell, Group Account Director, OMD Latino.
#Portada16 will take place on Sept. 21 and 22, 2016.
Priscila Stanton, Senior Marketing Manager, International Brands at Nestlé USA, was a key player in the just announced partnership between Nestle and BabyCenter. Stanton is going to be a speaker at a panel on the all-important Latina Millennial at our upcoming #Portada15 Conference. We conducted the below interview with Stanton ahead of our annual event.
Portada:Do you continue to market La Lechera specifically or also other Nestle products? P.S: “I manage two global brands, La Lechera and NIDO in the U.S. targeting Hispanic consumers. Our division at Nestle, International Brands Division, focuses on bringing global brands to the US consumer.”
Portada: What role does Marketing towards Hispanic woman play within Nestle’s overall marketing organization? P.S: “Marketing to Hispanics is very important to Nestle. There are many brands within the Nestle portfolio that are targeting Hispanics, including general market brands. But my team focuses on Heritage brands that resonate with the Hispanic consumer. For both La Lechera and NIDO, our target is the Hispanic mom.”
Our division focuses on bringing global brands to the US consumer.
Portada: How has marketing for El Mejor Nido.com evolved since the site was launched in 2011? P.S: “El Mejor Nido is a multibrand site that caters towards providing recipes and how to’s to our consumers so that they can create traditional and more modern recipes using our wide range of products. Separately, La Lechera and NIDO manage digital and social sites including Facebook and Twitter. NIDO also has a stand-alone site –nestlenido.com.”
Portada: What are, in your opinion, the key features of a successful brand marketer? P.S: A successful brand marketer is someone who has a blend of insight, consumer empathy, curiosity, strategic thinking and marketplace and category knowledge.”
The list of major brand marketers speaking and/or attending #Portada15 in New York City on September 16 and 17 is getting even larger. Gustavo Aguirre, Associate Brand Manager, Coors Light, MillerCoors, Yussef Kuri, New Emerging Consumers, Marketing Manager, The Hershey Co. and Priscila Stanton, Marketing Manager, Nestlé are the latest additions!
Priscila Stanton, Marketing Manager, at Nestlé and Yussef Kuri, New Emerging Consumers, Marketing Manager at The Hershey Co. will provide mission-critical insights about how to reach the Latina Millennial.
Gustavo Aguirre, Associate Brand Manager, Coors Light, MillerCoors, will make a case-study presentation about the Fanaticos del Frio TV, Digital and Content Marketing program.
Other major Marketing, Agency and Media Luminaries who will be participating in #Portada15 include:
Jimmy McIntyre, Director of Consumer Marketing at, Soccer Endeavor-Soccer.com Crystal Hudson, Principal Officer, Sports & Affinity Marketing, Amtrak Dave Marsey, EVP, Managing Director of DigitasLBi Ana Crandell, Media Director at OMD Latino Jennifer Mc Bride, Senior Brand Manager, Dish Network Brian Cristiano, CEO Bold Worldwide Kymber Umana, Hispanic Marketing Manager, Sprint Ivonne Kinser, Head of Digital Media Strategy, Avocados from Mexico Trisha Ranes, Senior Marketing Manager-Latino, H&R Block César Taveras, Online Marketing Manager, Rosetta Stone Jason Riveiro, Manager, Multicultural Brand Marketing, Big Lots Maria Fernanda Ordoñez, SVP Media Director , Identity Pattie Falch, Director Sponsorships & Events, Heineken USA Manuel Campos, Hispanic Marketing Director, Sprint Mariela Ure, SVP, Hispanic Segment Strategy, Wells Fargo Christian Borjon, Director Hispanic Sales & Marketing, Samsung Vilma Vale Brennan, Managing Partner, MEC Multicultural Gustavo Guerra, Brand Director, Tecate & Tecate Light Gonzalo del Fa, President, Group M Multicultural Maria Rios, Director Multicultural Customer Strategy, Macy’s Edwin Gotay, Director Multicultural Marketing, Nascar Nial Brennan, Marketing Manage, Mahou San Miguel, ……and Fernando Fiore, Soccer Broadcast Celebrity
Get your tickets now at the special online promotional price of US$ 599 for the Combo ticket! (2 Days including Breakfast, Lunch, plus Rooftop Evening Reception on Sept. 17)