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The Advance of MarTech in Latin Markets – #PortadaMIA

The twelfth annual edition of Portada Miami will focus on how technological innovation is reshaping the Latin American and U.S. marketing space. The top-notch agenda will particularly place strong emphasis on panregional marketing as well as e-commerce and direct to consumer trends and their implications for brand marketers.

Portada Miami will also be the meeting point for Portada’s Council System with the Portada Americas Board, the Travel Marketing Board and the Brand Star Committee Latin America holding their first 2019 in-person meetings during the event.

Portada Miami offers senior executives from tech, media and marketing firms the opportunity to interact with brand marketers through Portada’s one-on-one meetup offering.

SPEAKERS


Izzy Gonzalez
Director Cross Platform Sales, US
CNN en Español
@CNNEE

Marcos Baer
President
Portada
@MarcosBaer

Janet Grynberg
Lead Editorial Coordinator
Portada
@portada_online

Guillermo Arduino
CNN Anchor and Correspondent for Encuentro
CNN en Español
@arduinoCNN

Ana Crandell
Group Account Director
OMD Multicultural
@OMD_USA

Andrew W. Russo
VP Data Science
Starmark
@StarmarkIntl

Seth Holladay
VP of Digital Research & Analytics for CNN
@seth_holladay

Cristina Esteve
VP E-Commerce
Carnival Cruise Lines
@CarnivalCruise

Jaap Donath, Ph.D.
Senior Vice President, Research & Strategic Planning
The Miami-Dade Beacon Council
@beaconcouncil

Andres Amezquita
VP Digital and Commercial Excellence
Stanley Black and Decker Latin America
@StanleyBlkDeckr

Alejandro Clabiorne
AVP
Brand and Advertising
Oppenheimer Fund
@OppFunds

Joseph Roisman
EVP
Perry Ellis International
@PEICorp

Scott Farrell
President Global Corporate Communications
Golin
@GOLINglobal

Valentin Bueno
CEO
Latcom
@latcom_ooh

Ana Hoyos
Director of Meltwater Latin America
Meltwater
@MeltwaterLATAM

Ana Cristina Rivadeneyra
Senior Marketing Lead
WeWork
@WeWork

Andres Polo
Global Head of Innovation & Strategic Partnerships Marketing at
Visa
@aepolo

Kate Canel
Director, Performance Media
The Shipyard
@TheShipyardCrew

Carlos Leal
Marketing Director
Rappi
@RappiColombia

Carlo Espinoza
Senior Marketing Manager, Latin America Beverages
Pepsi
@pepsi

AGENDA

8:15 amREGISTRATION OPENS
8:50 amJoin us for a special breakfast panel courtesy of CNN en Español

WELCOME AND OVERVIEW

Welcome by
Izzy Gonzalez
Director Cross Platform Sales, US
CNN en Español
@CNNEE
Marcos Baer
President
Portada
@MarcosBaer
Janet Grynberg
Lead Editorial Coordinator
Portada
@portada_online
9:10 amHOW DATA AND CONTENT CONTINUE TO FUEL THE EVOLVING WORLD OF ADVERTISING

MODERATOR:
Guillermo Arduino
CNN Anchor and Correspondent for Encuentro
CNN en Español
@arduinoCNN
PANELISTS:
Ana Crandell
Group Account Director
OMD Multicultural
@OMD_USA
Andrew W. Russo
VP Data Science
Starmark
@StarmarkIntl
Seth Holladay
VP of Digital Research & Analytics for CNN
@seth_holladay
Cristine Esteve
VP E-Commerce
Carnival Cruise Lines
@CarnivalCruise
10:10 amCONTENT TO COMMERCE: THE LATIN STORY

Stanley Black & Decker is using Latin America as a major market to test innovations. As the end-user’s consumption and shopping behavior is changing by digital platforms, SB&D is proactively changing its marketing approach and producing content geared to ultimately increase sales. Learn why and how the manufacturing tools and household hardware giant is shifting from traditional commercialization strategies to an end user centered e-commerce approach to marketing.

Andres Amezquita
VP Digital and Commercial Excellence
Stanley Black and Decker Latin America
10:35 amMARKETING-TECH IN LATIN AMERICA: THE OPPORTUNITIES AHEAD.

MODERATOR:
Alejandro Clabiorne
CEO
PHD Latam
@A_Clabiorne
Velentin Bueno
CEO
Latcom
@latcom_ooh
Ana Hoyos
Director of Meltwater Latin America
Meltwater
@MeltwaterLATAM
Ana Cristina Rivadeneyra
Senior Marketing Lead
WeWork
@WeWork
11:00 amHOW TECHNOLOGY IS TURNING EVENT EXPERIENCES UPSIDE DOWN

New and disruptive technologies like the use of biometrics for ticketing, artificial reality and smart stadiums are redefining the consumer experience at events. A myriad of opportunities are opening up for marketers.

Andres Polo
Global Head of Innovation & Strategic Partnerships Marketing at Visa
@aepolo ‏
11:25 am
#PortadaMIA offers senior executives from tech, media and marketing firms the opportunity to interact with brand marketers through Portada’s three-eight minute one-on-one meetup offering.
Check out this instructional VIDEO to see how it works!
11:35 amROPO: A DEEP DIVE

ROPO (Research online purchase off-line) by consumers has become a crucial determinant of sales. It has also impacted digital vs. offline marketing attribution. Get the latest insights from a major practitioner.

Kate Canel
Director, Performance Media
The Shipyard
@TheShipyardCrew
In conversation withCarlos Leal
Marketing Director
Rappi
@RappiColombia
1:00 pmPANREGIONAL MARKETING CASE STUDY
Adapting global campaigns to Latin American local markets
Learn how Pepsico successfully launched a global marketing concept in Colombia and then expanded it throughout Latin America leveraging local relevance.

Carlos Espinoza
Senior Marketing Manager, Latin America Beverages
Pepsi
@pepsi
Interviewed by Scott Farrell
President, Global Corporate Communications
Golin
@GOLINglobal
1:25 pmMIAMI’S EVOLVING ROLE AS A MARKETING HUB: A BRAND MARKETER’S VIEW
Perry Ellis International’s roots in Miami are deep, with the Feldenkreis family establishing the company here in 1961. Over the last six decades the firm has evolved into a major global sportswear and clothing player, but has continued to call Miami home. Hear from one of the company’s top executives who, in a 40 year+ career with the company, has played a major role in its growth and expansion. Roisman will speak to the distinct advantages Miami provides, while Jaap Donath provides an overview of the business landscape and Miami’s evolution as a global marketing hub.

Joseph Roisman
EVP
Perry Ellis International
@PEICorp
Interviewed by Jaap Donath, Ph.D.
Senior Vice President, Research & Strategic Planning
The Miami-Dade Beacon Council
@beaconcouncil
1:50 pmCONCLUDING REMARKS
What we learned today.
1:55 pmADJOURNMENT
Light Snacks and Beverages

PARTNERS

VENUE

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