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CMO Summit [clear filter]
Monday, April 3
 

7:30am EDT

8:45am EDT

Welcome Remarks: Claudia Gonzalez Romo, MC
Speakers

Monday April 3, 2017 8:45am - 8:50am EDT
Epic Hotel

8:50am EDT

Opening Remarks By Manny Ruiz
Speakers
avatar for Manny Ruiz

Manny Ruiz

Chief Executive Officer, Hispanicize Media Group
As Chief Executive Officer of Hispanicize Media Group, Manny Ruiz is responsible for leading the development and execution of the Company’s long-term strategy by maximizing revenues, achieving profitability and creating shareholder value.Manny is the visionary and founder of the... Read More →


Monday April 3, 2017 8:50am - 9:00am EDT
Epic Hotel

9:00am EDT

Keynote address: Richard Edelman, President/CEO, Edelman
A discussion about the findings of this year’s Trust Barometer study, which explores the opportunities for business to lead and earn trust in an era of populism, the imperatives for leaders and organizations of all kinds to develop a new model of earning trust, the state of Trust among U.S. Hispanics and why a majority of people in the region believe the system is failing them.

Moderators
Speakers
avatar for Richard Edelman

Richard Edelman

President and CEO, Edelman
Richard Edelman is the president and CEO of a leading global communications marketing firm.The firm was named “PR Agency of the Decade” by both Advertising Age and The Holmes Report.Richard has extensive experience in marketing and reputation management, having led assignments... Read More →


Monday April 3, 2017 9:00am - 9:40am EDT
Epic Hotel

9:40am EDT

Sigue Haciéndola! A look inside DishLATINO’s new campaign celebrating Hispanic pride and optimism
The nation’s leading pay-TV provider to U.S. Hispanics recently launched Sigue Haciéndola, a comprehensive campaign recognizing and celebrating U.S. Latinos, from their cultural heritage to their drive to keep pressing on. Get a 360 degree look at the development of this campaign as it continues to gain momentum among consumers.

Moderators
avatar for Steve Barrett

Steve Barrett

Editorial Director, PRWeek
Steve Barrett added the remit of editorial director of PRWeek Global to his PRWeek US editor-in-chief duties in November 2015. He is charged with overseeing the development of the brand’s collaborative, global editorial products, and pursuing opportunities and partnerships aimed... Read More →

Speakers
avatar for Alfredo Rodriguez

Alfredo Rodriguez

Vice President of Marketing, DishLATINO
Alfredo Rodriguez is Vice President of DishLATINO, DISH’s rapidly growing business unit and brand that offers a broad range of pay-tv programming packages to Hispanics in the U.S and Puerto Rico. Alfredo oversees the overall strategy for the brand and, together with his... Read More →


Monday April 3, 2017 9:40am - 10:20am EDT
Epic Hotel

10:20am EDT

Coffee Break
Monday April 3, 2017 10:20am - 10:35am EDT
Epic Hotel

10:35am EDT

Wells Fargo – It’s not Total Market, it’s just marketing
It’s not new news that younger more diverse consumers are at the core of the general market and they’re leading growth in population and spend. Even more important they have a profound effect on everything from pop culture to politics and are redefining American culture and values. In a society that is largely comprised of and shaped by diverse consumers and influences it’s time to embrace that diverse culture is mass culture. These cultural shifts have left many marketers trying to the figure out the right model to integrate diverse consumers into their general market efforts however the solution to marketing to diverse consumers is not total market, it’s just marketing.

Moderators
avatar for Steve Barrett

Steve Barrett

Editorial Director, PRWeek
Steve Barrett added the remit of editorial director of PRWeek Global to his PRWeek US editor-in-chief duties in November 2015. He is charged with overseeing the development of the brand’s collaborative, global editorial products, and pursuing opportunities and partnerships aimed... Read More →

Speakers
avatar for Nydia J. Sahagún

Nydia J. Sahagún

Senior Vice President, Head of Diverse Segments, Wells Fargo Corporation
Nydia J. Sahagún’s career as a leading and award winning national marketer spans over 18 years and includes work at top national retail and financial services brands. Nydia currently leads diverse segment strategy at Wells Fargo Corporation, a Fortune 30 Company. As Senior Vice... Read More →


Monday April 3, 2017 10:35am - 11:05am EDT
Epic Hotel

11:05am EDT

Multicultural Marketing Fireside Chat with Bacardi
Bacardi has one of the largest and most storied histories of marketing to diverse communities but the times are a-changing and today the spirits behemoth is expanding how it reaches to multicultural audiences.  In this fireside chat with Bacardi's top multicultural marketing leader Yann Marois, you'll learn how Bacardi is retooling its strategies, tactics and tools, across all disciplines, including digital, social media, and experiential.  

Moderators
avatar for Steve Barrett

Steve Barrett

Editorial Director, PRWeek
Steve Barrett added the remit of editorial director of PRWeek Global to his PRWeek US editor-in-chief duties in November 2015. He is charged with overseeing the development of the brand’s collaborative, global editorial products, and pursuing opportunities and partnerships aimed... Read More →

Speakers
avatar for Lorran Brown Cosby

Lorran Brown Cosby

Senior Director of Customer Marketing, Bacardi
Lorran is a classically trained marketer and strategist with a unique combination of business and marketing experiences that few can offer. A senior leader who is deeply immersed in building top-performing multi-disciplined marketing and insights organizations focused on driving brand... Read More →


Monday April 3, 2017 11:05am - 11:35am EDT
Epic Hotel

11:35am EDT

State of Multicultural Marketing Brands Town Hall Panel featuring Toyota, United Airlines, AARP, General Motors and the Atlanta Hawks
Multicultural brand marketers have never seen a time like the ones we're living in.  In this town hall we'll look at the practical and challenging implications of the recent political climate, recent demographic trends, the latest on what some call Total Market Evolved and the evolution of U.S. Hispanic and multicultural social and digital strategies.  

Moderators
avatar for Manny Ruiz

Manny Ruiz

Chief Executive Officer, Hispanicize Media Group
As Chief Executive Officer of Hispanicize Media Group, Manny Ruiz is responsible for leading the development and execution of the Company’s long-term strategy by maximizing revenues, achieving profitability and creating shareholder value.Manny is the visionary and founder of the... Read More →

Speakers
avatar for Jonathan Guerin

Jonathan Guerin

Senior Public Relations Manager and Spokesman, United Airlines
Jonathan Guerin is United Airlines’ Senior Public Relations Manager and Spokesman with more than 15 years of proven experience in media relations, public affairs and strategic corporate communications. He believes in connecting United Airlines’ customers and employees to the moments... Read More →
avatar for Laura Hernandez-Romine

Laura Hernandez-Romine

Director of Global Media, Branded Entertainment & Diversity Marketing, General Motors
As GM’s Director of Global Media, Branded Entertainment and Diversity Marketing, Laura Hernandez-Romine focuses on leveraging GM’s scale globally to drive marketplace changes, leading the development of long term strategies to drive focus and integration supporting growth across... Read More →
avatar for Yvette Peña

Yvette Peña

VP, Multicultural Leadership Hispanic/Latino Audience Strategy, AARP
Yvette Peña is a performance-driven leader with over twenty years of experience overseeing multimillion-dollar integrated marketing plans and multicultural strategies for Fortune 500 companies such as Sports Authority, Walgreens and Sears, Roebuck and Company.  She has crafted strategic... Read More →
avatar for Mia Phillips

Mia Phillips

Director of Brand, Multicultural & Crossline Marketing Strategy, Toyota Motor, North America, Inc.
Mia Phillips is responsible for the multicultural, brand and crossline vehicle marketing strategies at Toyota. She has 15 years of field sales experience working closely with Toyota dealerships in every facet of their operations. Before taking on her latest role, Mia spent several... Read More →
avatar for Nzinga Shaw

Nzinga Shaw

Senior Vice President of Community and Chief Diversity & Inclusion Officer, Atlanta Hawks & Philips Arena organization
Nzinga Shaw is currently the senior vice president of community and concurrently works as the chief diversity & inclusion officer in the Atlanta Hawks & Philips Arena organization. She is the first person to hold the CDIO position in the National Basketball Association and for all... Read More →


Monday April 3, 2017 11:35am - 12:30pm EDT
Epic Hotel

12:30pm EDT

LUNCH NETWORKER
Monday April 3, 2017 12:30pm - 1:30pm EDT
Epic Hotel

1:30pm EDT

Keynote address: Evelyn Miralles, Principal Engineer and lead VR innovator for NASA’s Virtual Reality Laboratory
Few people in the world have the foresight about how virtual reality and augmented reality are going to disrupt the way we learn, shop, create content and engage people with marketing communications like NASA's own Evelyn Miralles.  In this multimedia keynote, Miralles will give us a rare, inside scoop at the cutting-edge worlds of virtual realtiy and augmented reality.

Moderators
Speakers
avatar for Evelyn Miralles

Evelyn Miralles

Lead VR Innovator/Business Technology/Engineer, Virtual Reality Laboratory (VRLab) Astronaut Training Facility NASA JSC
For more than 20 years, Evelyn Miralles has worked at NASA Johnson Space Center for the Virtual Reality Laboratory to enhance Human Spaceflight. Her work as Virtual Reality Principal Engineer and Technology Strategist has been integral to train astronauts to perform one of the most... Read More →


Monday April 3, 2017 1:30pm - 2:15pm EDT
Epic Hotel

2:15pm EDT

Prudential Case Study - Brands as Publishers: The role of content in building brand momentum
Moderators
avatar for Steve Barrett

Steve Barrett

Editorial Director, PRWeek
Steve Barrett added the remit of editorial director of PRWeek Global to his PRWeek US editor-in-chief duties in November 2015. He is charged with overseeing the development of the brand’s collaborative, global editorial products, and pursuing opportunities and partnerships aimed... Read More →

Speakers
avatar for Niharika Shah

Niharika Shah

VP Head of Brand Marketing & Advertising, Prudential Financial Inc.
As Head of Prudential’s fully-integrated In-House Advertising Agency, Niharika oversees brand and content strategy, social media and sponsorship practices, external agencies and in-house media planning and buying.  Being a technology savvy marketer with experience leading integrated... Read More →


Monday April 3, 2017 2:15pm - 2:45pm EDT
Epic Hotel

2:45pm EDT

Multicultural Fireside Chat with Church's Chicken
In this fireside chat, Church's Chicken CMO Hector Muñoz will unpack the fast food franchise's approach to multicultural marketing with a specific focus on how the brand is intensifying and expanding its U.S. Latino outreach and engagement.

Moderators
avatar for Steve Barrett

Steve Barrett

Editorial Director, PRWeek
Steve Barrett added the remit of editorial director of PRWeek Global to his PRWeek US editor-in-chief duties in November 2015. He is charged with overseeing the development of the brand’s collaborative, global editorial products, and pursuing opportunities and partnerships aimed... Read More →

Speakers
avatar for Hector Muñoz

Hector Muñoz

Executive Vice President, Global Chief Marketing Officer, Church’s Chicken
A seasoned restaurant-industry veteran who’s proud to be chicken – Hector A. Munoz brings undeniable energy and a lifelong passion for building unforgettable brand experiences to Church’s Chicken®. He’s spent more than 25 years in the quick service restaurant business, not... Read More →


Monday April 3, 2017 2:45pm - 3:20pm EDT
Epic Hotel

3:20pm EDT

Western Union’s Winning Social + Latino Strategy

In this digital focused session, Mr. Fenech will share case studies from Western Union's WULatinos Facebook community page, including key metrics from 2016 as well as their strategy and vision in the social/community engagement space. Mr. Fenech will also discuss tools and platformsWestern Union utilizes to make their social strategy a reality, measure results and show ROI.


Moderators
Speakers
avatar for Michael Fenech

Michael Fenech

Social Strategy & Content, Western Union
Michael Fenech leads Global Social Strategy and Content for Western Union, a global F500 company.  He works to evangelize social engagement and ignite all departments to leverage social media in all communications at Western Union. Michael partners with marketers and agencies across... Read More →


Monday April 3, 2017 3:20pm - 3:50pm EDT
Epic Hotel

3:50pm EDT

Coffee Break
Monday April 3, 2017 3:50pm - 4:05pm EDT
Epic Hotel

4:05pm EDT

Multicultural Marketing Fireside Chat with Pepsico
Richard Montanez, the former janitor who invented Hot Cheetos, has some of the broadest shoulders in the multicultural marketing industry with direct reports to all of the Pepsico companies' CEOs.  In this fireside chat, the Pepsico veteran will discuss the company's multicultural strategy and how Pepsico is embracing the Latino consumer in diverse new ways that are helping them grow market share at a higher pace than their competitors.

Moderators
avatar for Cid Wilson

Cid Wilson

President/CEO, Hispanic Association on Corporate Responsibility

Speakers
avatar for Richard Montanez

Richard Montanez

Director of multicultural Sales and Marketing - North America, Pepsico


Monday April 3, 2017 4:05pm - 4:40pm EDT
Epic Hotel

4:40pm EDT

The future is now: Cross-cultural Gen Z and How They Are Changing Multicultural Marketing

ThinkNow Research and Sensis will present aniIn-depth view of the cross-cultural Gen Z fresh off their latest "We Are Gen Z Report” research and insights report.

 

In this session you will learn:

 

  • How Millennials and Gen Z are the Hispanic Market today
  • Embracing Cross-cultural models
  • Why digital-centricity matters
  • Move from language to culture
  • How agencies need to change
  • How brands need to evolve 

Speakers
avatar for Jose Villa

Jose Villa

Founder & CEO, Sensis
José Villa is the founder and President of Sensis, a cross-cultural marketing agency driving behavior change. Jose founded Sensis as a Web development firm in 1998, and one of the first agencies focused on the multicultural digital market. He has since grown Sensis into a full service... Read More →


Monday April 3, 2017 4:40pm - 5:20pm EDT
Epic Hotel

5:20pm EDT

Meet the Amazing GenZ Live Focus Group
How are Latino Gen Zers finding, ignoring, embracing or rejecting your brands messages?

Let’s ask them. In this live focus group, we engage the emerging and famously bi-cultural, multicultural Gen Zers, the under 18 year-old consumers who many predict will be the most hyper-connected  and influential generation in U.S. history.  Millennials may often vex Generation X but that’s nothing compared to what Gen Z have in store for Millennials.  What makes them tick?  How are they really using media to find or avoid brands?  Which emerging social media channels have their eye? Do they even respond to ethnic/cultural targeting? In this interactive live focus group we’ll ask these kids these questions and more.  

Moderators
avatar for Cristy Clavijo-Kish

Cristy Clavijo-Kish

Chief Development Officer, Hispanicize Media Group
As Chief Development Officer of Hispanicize Media Group, Cristy Clavijo-Kish is responsible for providing leadership in developing and executing new business strategies, negotiation and representation of business affairs for DiMe Media’s premium influencer talent, strategic planning... Read More →

Monday April 3, 2017 5:20pm - 6:00pm EDT
Epic Hotel