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.
Director Cross Platform Sales, US
CNN en Español
Lead Editorial Coordinator
CNN Anchor and Correspondent for Encuentro
CNN en Español
Group Account Director
Andrew W. Russo
VP Data Science
VP of Digital Research & Analytics for CNN
Carnival Cruise Lines
Jaap Donath, Ph.D.
Senior Vice President, Research & Strategic Planning
The Miami-Dade Beacon Council
VP Digital and Commercial Excellence
Stanley Black and Decker Latin America
Brand and Advertising
Perry Ellis International
President Global Corporate Communications
Director of Meltwater Latin America
Ana Cristina Rivadeneyra
Senior Marketing Lead
Global Head of Innovation & Strategic Partnerships Marketing at
Director, Performance Media
Senior Marketing Manager, Latin America Beverages
|8:15 am||REGISTRATION OPENS|
|8:50 am||Join us for a special breakfast panel courtesy of CNN en Español |
WELCOME AND OVERVIEW
|9:10 am||HOW DATA AND CONTENT CONTINUE TO FUEL THE EVOLVING WORLD OF ADVERTISING|
|10:10 am||CONTENT 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.
|10:35 am||MARKETING-TECH IN LATIN AMERICA: THE OPPORTUNITIES AHEAD. |
|11:00 am||HOW 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.
|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 am||ROPO: 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.
|1:00 pm||PANREGIONAL 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.
|1:25 pm||MIAMI’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.
|1:50 pm||CONCLUDING REMARKS |
What we learned today.
Light Snacks and Beverages
EAST Hotel Miami
EAST, Miami is the first Swire Hotels property in North America and the third hotel under the EAST brand. EAST, Miami is a design hotel with a prime location, located within Brickell City Centre, a superb mix of luxury retail, residential, office space and upscale amenities. EAST offers a unique mix of customized guest services, cutting-edge technology, and innovative restaurants and bars. Designed by award-winning architecture firm Arquitectonica, with interiors by New York-based Clodagh Design. EAST Miami will feature contemporary interiors, floor-to-ceiling windows and balconies with spectacular views of Miami and the Biscayne Bay.