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Marketing [clear filter]
Tuesday, April 4

8:30am EDT

Frenemie’s: Whether Blogger or Journalist Content Is Still King
Successful operators of The National Association of Hispanic Publications (NAHP) share what is allowing them to break from the pack and still be relevant.


Robert D. Bush

National Association of Hispanic Publications Media Services LLC, Washington, DC

avatar for Ricardo Hurtado

Ricardo Hurtado

President and CEO, Hispanic Media LLC
Ricardo Hurtado, publisher of El Sol Newspapers, is a communications expert and media owner-operator in four cities, spanning two countries. His relatively rapid rise to prominence keeps him moving up and down the East Coast of the United States, between Philadelphia and Miami, with... Read More →

Camilo Aguilar Mendez

Marketing Director, Diario las Americas, Miami, FL

Fanny Miller

Publisher, El Latino, San Diego, CA

Michael Vinales

Business Development, Miami Herald Media Company, Miami FL

Tuesday April 4, 2017 8:30am - 9:20am EDT
JW Marriott Marquis, 3rd Floor, (MET 4)

11:25am EDT

CVS Health: What the Navarro Pharmacy Brand Has Taught CVS About Catering to Latino Customers
How do you acquire a beloved brand Latinos fanatically love and replace it with a new U.S. Hispanic-focused brand that is rolling out in markets across the U.S.?  If you're CVS/Pharmacy, buyers of Miami's iconic Navarro Discount Pharmacy, you don't touch a thing.In this insightful session, CVS/Pharmacy's Vince Urrutia will unpack the laboratory of insights and nuances the pharmacy giant has uncovered about the Hispanic market by leaving intact the 50-plus-year-old Navarro brand that prior to its acquisition in 2014 was generating more than $340 million with almost 1,000 SKUs and its own bilingual brand Vida Mia. 


Will Freyre

Innovation Director, Wow Factor


Vince Urrutia

Vice President / Chief Merchant Tailored Offering, CVS Health/Navarro

Tuesday April 4, 2017 11:25am - 12:15pm EDT
JW Marriott Marquis, 3rd Floor, (MET 2/3)

11:25am EDT

Harnessing the power of technology to meet the needs of bicultural Latinos (presented by Xfinity)
A conversation with Comcast Corporation’s Javier Garcia, SVP and General Manager of Multicultural Services, and José Vélez-Silva, Vice President of Multicultural Marketing Communications. Moderated by Borja Perez, Senior Vice President, Digital and Social Media at NBCUniversal Telemundo Enterprises, this session will focus on the power of technology to enable immersive experiences for bicultural Latinos beyond language. 

avatar for Borja Perez

Borja Perez

SVP Digital & Social Media, NBCUniversal, Inc.

avatar for Javier Garcia

Javier Garcia

Senior Vice President and General Manager, Multicultural Services, Comcast
Javier Garcia serves as Senior Vice President and General Manager, Multicultural Services at Comcast. He is responsible for directing, designing and implementing Comcast’s multicultural services strategy across all Xfinity products. In this role, Javier drives the long-term product... Read More →
avatar for José E. Vélez-Silva

José E. Vélez-Silva

Vice President, Multicultural Marketing Communications, Comcast Cable
José E. Vélez-Silva is the Vice President of Multicultural Marketing Communications for Comcast Cable responsible for leading the company’s efforts to drive brand consideration and increase market share across multicultural audiences.  He directs, oversees and manages multiple... Read More →

Tuesday April 4, 2017 11:25am - 12:15pm EDT
JW Marriott Marquis, 3rd Floor, (MET 4)

2:15pm EDT

Latina Moms Live Focus Group (presented by LatinaMoms.com)
Are Latina moms  finding, ignoring, embracing or rejecting your brands messages?
Let’s ask them.  

In this live focus group presented by LatinaMoms.com, we'll assemble a cross section of Latina moms to learn who most engages them when it comes to brands, messages, technology and cultural trends.

Among the questions we'll ask our mom panel are:

What attitudes, behaviors and beliefs do Latina moms most identify as making them feel different than non-Latina moms?  

Which brands do Latinas think most appeal to them and why do they feel those brands are the most engaged  and relatable among Latina moms?  

Who are the celebrities and personalities that Latina moms most relate to and why?

What social media platforms do Latina moms prefer and how do they use them to decide or not decide what they will purchase?  Which ones are most and least effective and why?

What do Latina moms say about the role of Hispanic television in their lives and what are their TV and radio listening preferences?   

What cultural passion points matter the most to Latina moms for their children to sustain and how do they try to pass those cultural traits forward?

What are the top concerns Latina moms have about America today and why?  What keeps them up at night?

avatar for Annette González-Malkin

Annette González-Malkin

Senior Vice President, Hunter Public Relations
A public relations and communications strategist with more than 12 years of experience servicing lifestyle brands including Altoids, Tazo Tea, Turning Leaf and Maxwell House. For more than six years, she managed several Diageo brands including Tequila Don Julio, Zacapa Rum, the... Read More →

Tuesday April 4, 2017 2:15pm - 3:30pm EDT
JW Marriott Marquis, 3rd Floor, (MET 2/3)

3:40pm EDT

Marketing to Affluent Latinos
Did you know that one in three Hispanic Americans are “upscale" or affluent Latinos with incomes in the range of $50,000-$100,000 per year, representing 37 percent of the Hispanic spending power or $500 million of its $1.3 trillion buying power?
In this session we’ll explore how brands are marketing to affluent Hispanic Americans, the young and vibrant population segment that research demonstrates is highly entrepreneurial and over-indexes in many key categories that are appealing to luxury brands.
Among the questions that will be answered:-- What is the definition of the “upscale Latino” and what is the estimated size of this niche market opportunity?-- What are some distinguishing traits and habits that make marketing to upscale Hispanics different from marketing to upscale non-Latinos?-- Who are the nation’s most effective marketers reaching upscale Hispanics now and what are they doing right that others can learn from?-- What are the most common myths about marketing to upscale Hispanics?-- What are some recent case study examples of clever marketing tactics that have been used to reach upscale Hispanics? -- What type of print, broadcast and online media are best suited to reach affluent Hispanics?

avatar for Roy Eduardo Kokoyachuk

Roy Eduardo Kokoyachuk

Co-Founder & Principal, ThinkNow Research
Roy Eduardo Kokoyachuk, MBA, started his career at Warner Bros. Media Research. He joined Garcia Research Assoc., a full-service market research company, in 2003 as VP of Advertising Research. In 2005, he led the company’s international expansion through building and later managing... Read More →
avatar for Mark Williams

Mark Williams

Manager, Automotive Industry Insights, Kelley Blue Book
Mark Williams is manager of automotive industry insights for Kelley Blue Book.  In this role, he is responsible for presenting useful Kelley Blue Book data and insights to automakers and advertising agencies across the United States, including media planners and executives.  By... Read More →

Tuesday April 4, 2017 3:40pm - 4:30pm EDT
JW Marriott Marquis, 3rd Floor, (MET 4)

3:40pm EDT

The Pasión for Sports: How Hispanics are driving the future of sports marketing in the U.S.
Hispanics exude passion, and there’s nothing we get more passionate about than ourdeportes.  With record ratings, revenue and merchandise sales coming from the Latin market, no sports enterprise can afford to ignore this burgeoning demographic.  Hear firsthand from experts across professional leagues, teams and media networks how Latinos are playing an increasingly-critical role in the future of their endeavors, and learn best practices on how to engage them. 

avatar for Mike Valdés-Fauli

Mike Valdés-Fauli

President and CEO, Pinta
An award-winning marketing professional with experience having lived in five U.S. cities, Mike Valdés-Fauli is President and CEO of Pinta.  Based in Miami, he runs one of the fastest-growing marketing agencies in the country, with clients such as Amazon, beIN SPORTS, Facebook, Humana... Read More →

avatar for Hugo Balta

Hugo Balta

Senior Director of Hispanic Initiatives, ESPN Deportes
Hugo Balta is a the Senior Director of Hispanic Initiatives at ESPN Deportes. Hugo’s work focuses on identifying opportunities for ESPN teams to collaborate in the development and production of content relevant to U.S. Hispanics in English and Spanish across all platforms and networks. Hugo... Read More →
avatar for Marissa Fernandez

Marissa Fernandez

Director of Fan Strategy & Marketing, National Football League
Marissa Fernandez is a Marketing Director at the National Football League. In this role, Marissa is responsible for leading the fan growth strategy for two important consumer segments: Youth (kids 6-12) and U.S. Hispanics.  Marissa leads the business planning and execution of league... Read More →
avatar for Edwin Gotay

Edwin Gotay

Director of Hispanic Marketing, NASCAR
As Director of Hispanic Marketing at NASCAR, Edwin is responsible for developing integrated marketing strategies designed to reach and engage Hispanic audiences as part of an effort to expand the sport’s fan base.. He works closely with industry partners, including broadcast, teams... Read More →

Claudia Lezcano

CMO, Miami Marlins
avatar for Sandra Rojas

Sandra Rojas

Vice President of Marketing, Telemundo Deportes and Universo
Sandra Rojas, Vice President of Marketing for Telemundo Deportes and Universo, is charged with overseeing the strategic development and execution of marketing initiatives for Telemundo Deportes and Universo, with a specific emphasis on World Cup programming, as well as spearheading... Read More →

Tuesday April 4, 2017 3:40pm - 4:30pm EDT
JW Marriott Marquis, 3rd Floor, (MET 2/3)

4:40pm EDT

Keynote: Tell Your Story in a Way People Will Care
There are countless ways to grab the attention of your audience, but keeping them coming back for more is where the real value lies—it’s where you build influence. Ted will talk about building your personal brand, moving from "Convince and Convert" to "Converse and Convert," and how to Empower Employees, and those around you, so they power your Brand.

avatar for Ted Rubin

Ted Rubin

Social Marketing Strategist, Keynote Speaker,
Ted Rubin is a leading Social Marketing Strategist, Keynote Speaker, Brand Evangelist, Acting CMO of Brand Innovators, and Co-Founder of the recently launched Prevailing Path. In March 2009 he started using and evangelizing the term ROR, Return on Relationship, hashtag #R... Read More →

Tuesday April 4, 2017 4:40pm - 5:30pm EDT
JW Marriott Marquis, 3rd Floor, (MET 2/3)
Wednesday, April 5

8:30am EDT

Cafecito with the Producers of Top Hispanic Morning Shows and News Magazine Shows
The session will provide insights and true applicable pitching strategies that help public relations professionals working in the Hispanic market deliver brand coverage for their clients.

avatar for Yvonne Lorie

Yvonne Lorie

National Board President, HPRA
Yvonne M. Lorie is a thought-leading, public relations and marketing communications executive with more than two decades of experience.  She helps brands and services bring their message to the forefront by fusing fresh thinking with industry expertise to build messaging that captivates... Read More →

avatar for Richard Borjas

Richard Borjas

Vice President of Production, Telemundo Network
Richard L. Borjas is Vice President: Production for Telemundo, a division of NBCUniversal Telemundo Enterprises, where he oversees the development and production of multiple series for the network, including Un Nuevo Dia and Suelta La Sopa.   In his time with Telemundo, Borjas... Read More →

Hector Manuel Castro

Producer, 'Camilo' en CNN
avatar for Ariel Coro

Ariel Coro

Tecla Award winner and broadcast content producer, Tu Tecnología
Ariel Coro is a top tech and automotive expert and influencer reaching millions of households every month through TV, Radio, the Web and Social.  Thanks to his work, the tech world is no longer a barrier to a better life for millions of Latinos. Coro’s passion for STEM education... Read More →

Leticia Herrera

Executive Producer, Enfoque con José Díaz-Balart

Wednesday April 5, 2017 8:30am - 9:20am EDT
JW Marriott Marquis, 3rd Floor, (MET 4)

9:40am EDT

Amazon Self-publishing – Literary Panel

A passion for literature begets the inevitable hunger to write, yet when the arduous creative process is finally complete, there remains one key obstacle -  What’s next?  Enter Amazon.

 During this session, Carlos Lievano, representing Amazon’s Kindle Direct Publishing platform, will address those questions and guide you through how simple it can be to gain independence as a writer when it comes to publishing your work. Lievano will be joined by a series of accomplished authors who have seen tremendous success from their KDP experiences. You won’t want to miss it!


avatar for Luis Eduardo Baron

Luis Eduardo Baron

Autor colombiano residente en Sarasota, Luis Eduardo es el director de la revista La Guía y el periódico 7DIAS y fundador del Instituto de Negocios (www.institutodenegocios.com) la escuela virtual de capacitación empresarial más importante de América Latina, con alumnos en más de 43 países. Conferencista internacional, autor de 12 libros, 11 de ellos Bestseller en Amazon, entre los que se destacan, 12 Claves Para Construir un Negocio Exitoso, Los Ma... Read More →
avatar for Ismael Cala

Ismael Cala

Autor y Embajador del Concurso Literario de Autories Indie Amazon
Autor de los best sellers “La vida es una piñata”, “El analfabeto emocional”, “El poder de escuchar”, “Un buen hijo de P…” y “El secreto del bambú”, Ismael Cala nació en Santiago de Cuba (1969). Se formó como Licenciado en Historia del Arte de la Universidad... Read More →
avatar for Carlos Lievano

Carlos Lievano

Kindle Direct Publishing
Carlos Lievano lidera Kindle Direct Publishing—KDP—en España y Latino América, conectando autores y lectores de todo el mundo a través de la auto-publicación. Anteriormente, trabajó en el Amazon Appstore, contribuyendo a la distribución de aplicaciones móviles de Europa... Read More →
avatar for Susana Mohel

Susana Mohel

Autora y Finalista en el Concurso Indie 2016 de Amazon
Escritora colombiana residente en México, apasionada de la lectura y novata en la escritura. Susana empezó su carrera en el 2012 con un blog en el que publicó "Indeleble", su primera novela, la cual rápidamente se convirtió en un éxito, alcanzando medio millón de visitas.   "Inevitable... Read More →

Wednesday April 5, 2017 9:40am - 11:00am EDT
JW Marriott Marquis, 5th Floor, (PLAZA 4/5)

11:35am EDT

Google U.S. Hispanic Update

One of the hottest topics of the Hispanicize event every year, this annual update session will cover the the latest U.S. Hispanic digital trends and insights from Google and YouTube.

avatar for Eliana Murillo

Eliana Murillo

Head of Multicultural Marketing, Google

Wednesday April 5, 2017 11:35am - 12:25pm EDT
JW Marriott Marquis, 3rd Floor, (MET 2/3)

2:05pm EDT

US Hispanic Digital Trends 2017 Townhall

Connect with leading industry innovators and experts to discuss trends, opportunities, and challenges for the year to come. Being prepared for how things are shifting will put you ahead of the rest when it comes to meeting the ever-shifting U.S. Hispanic digital consumption.  

avatar for Paul Suskey

Paul Suskey

Salvo Group
Paul Suskey represents a new breed of agency owner. His focus is digital, while his specialization is to successfully provide multicultural marketing solutions for the fast-growing US Hispanic community, while also connecting marketers to the increasingly-powerful and web-savvy Latin... Read More →

avatar for Carolina Casares

Carolina Casares

Director, Head of Media, Yahoo Latin America & Spain
Carolina serves as Senior Director, Head of Media, Latin America & Spain for Yahoo. Based in Miami, she oversees audience strategy, editorial programming, original content creation, video production and media product development across the U.S., Mexico, Argentina, Brazil and Spai... Read More →
avatar for Sameer Deen

Sameer Deen

Senior Vice President, Univision Digital
Sameer Deen is senior vice president of Univision Digital. He is responsible for establishing and leading the digital strategy to reach new audiences by enhancing the user experience across UCI’s growing digital and mobile portfolio, expanding digital offerings and maximizing digital-linear... Read More →
avatar for Kety Esquivel

Kety Esquivel

Senior Vice President, Edelman
Kety Esquivel has over two decades of experience working with clients in the United States, Canada, Latin America, Asia, Africa and Europe. Her work has taken her to China and Ethiopia with the UN Economic Commission for Africa. She's coached executives in the US, Canada and Latin... Read More →
avatar for Piera Garibaldi-Jolly

Piera Garibaldi-Jolly

Chief Operating Officer, Hispanicize Media Group
As Chief Operating Officer of Hispanicize Media Group, Piera Garibaldi-Jolly is responsible for providing leadership and vision to ensure continued growth while achieving profitability and maximizing revenue and oversees overall business strategy and planning for new business ventures. As... Read More →
avatar for Jessica Gonzalez-Arias

Jessica Gonzalez-Arias

Digital Marketing Manager, Disney Studios
avatar for Belen Pamukoff

Belen Pamukoff

Brand Director, Tecate & Tecate Light
avatar for Borja Perez

Borja Perez

SVP Digital & Social Media, NBCUniversal, Inc.

Wednesday April 5, 2017 2:05pm - 3:25pm EDT
JW Marriott Marquis, 3rd Floor, (MET 2/3)

3:40pm EDT

McDonald's Case Study: How to Build Advocacy and Positive Perception for a Brand through Newsjacking and Rapid Response
Pew Research Center’s Internet Project states that 80% of U.S. Hispanic adults use social media, compared to 72% for the nation overall. There is no doubt that Hispanics, particularly millennials, are digitally fluent and will significantly impact and drive mainstream culture and social conversation over the next decade. See how McDonald's leveraged Escucha, a proprietary service launched by Boden that delivers U.S. Hispanic social insights and allows for real-time social engagement with Hispanic influencers, newsjacking and rapid response strategies, to build brand advocacy and increase positive perception of the brand.

avatar for Valerie Barbosa

Valerie Barbosa

Director, Boden
Valerie is a Director at Boden. Her experience includes leading cross-functional teams in social media and public relations for clients such as McDonald’s, Chobani and Oster. Prior to Boden, Valerie was Corporate Relations Manager for Visa overseeing communications strategies across... Read More →

Nathaly Renderos

Brand PR & Reputation Supervisor, McDonald's

Wednesday April 5, 2017 3:40pm - 4:30pm EDT
JW Marriott Marquis, 3rd Floor, (MET 4)
Thursday, April 6

8:30am EDT

VR for Hispanic Marketing: A Case Study
(presenting El Chema case study)

avatar for Borja Perez

Borja Perez

SVP Digital & Social Media, NBCUniversal, Inc.

Thursday April 6, 2017 8:30am - 9:20am EDT
JW Marriott Marquis, 3rd Floor, (MET 2/3)

11:20am EDT

United Airlines – Creating Trust Through Leadership
Connecting people. Uniting the world. Every day, nearly 90,000 United Airlines employees help unite the world by connecting people to the moments that matter most. It is this shared purpose that drives United to be the best airline for our employees, customers and everyone we serve. Through trust, openness and innovative leadership, the airline is quickly working to become the airline of choice for customers and a great place to work. Join United Airlines and Edelman to discover how the companies are working together to make United Airlines the world’s best airline. #UnitedatHispanicize

Thursday April 6, 2017 11:20am - 12:10pm EDT
JW Marriott Marquis, 3rd Floor, (MET 2/3)

2:10pm EDT

Three Brand Case Studies in Multicultural Experiential Marketing

Peter Bellas

Founder/Organizer and President, Bellco Promotions and Fiesta Broadway
avatar for Manny Gonzalez

Manny Gonzalez

Senior Director Multicultural Marketing, Moet Hennessy
Manny is a successful marketing professional and a noted expert in multicultural marketing.  Manny is currently with Moet Hennessy USA, where he serves as Senior Director-Multicultural, working with the company’s portfolio of luxury wines and spirits, which includes Hennessy cognac... Read More →
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 →

Alberto Vasallo

Founder, 40 Under 40 and El Mundo Boston

Thursday April 6, 2017 2:10pm - 3:20pm EDT
JW Marriott Marquis, 3rd Floor, (MET 2/3)

3:30pm EDT

The Rules of Engagement 2017: How to Work with Latina Content Creators
Being considered America’s largest minority group brands are finally realizing the large influence Latina and Latino millennials have. With such large communities USH millennials have enormous purchasing power, they also over-index the general market considerably when it comes to social media use. Join us and learn the do’s and don’ts when targeting USH millennials and how brands and influencers are coming together to create impactful and culturally-relevant campaigns that truly resonate with this important demographic.

●      Mistakes to avoid when targeting Latina and Latino millennials

●      The nuances of USH millennials

●      The best social platforms to reach Latino millennials

●      How to work with influencers to reach this important demographic

●      Case studies of successful campaigns targeting Latino millennials

avatar for Rory Lassanske

Rory Lassanske

Content Creator, Mama Contemporanea
Rory Lassanske is one of the most active and influential blogueras en Español. She started blogging in 2009. Her award-winning blog, MamaContemporanea.com, is the ultimate resource for modern Latina moms in the U.S and around the world. Rory has worked on TV segments and many successful... Read More →
avatar for Jay Mendoza

Jay Mendoza

Creator, Jay Mendoza
Being funny comes second nature to comedic social media superstar, Jay Mendoza whose following supersedes 750,000.  Jay creates relatable, bilingual videos that are catchy and culturally relevant, the Los Angeles native remains consistent and fresh by interacting with his audience... Read More →

Thursday April 6, 2017 3:30pm - 4:30pm EDT
JW Marriott Marquis, 3rd Floor, (MET 2/3)