M ulticultural Marketing News March 2022 March is Women’s History Month Meet the women leaders from the Expert companies featured on multicultural.com. Click on each photo below to learn about each company/organization in our online Source Book of Multicultural Experts directory and Speakers Showcase or to contact them directly. In this issue: - Adriana Waterston, Senior Vice President, Insights and Strategy, Horowitz Research
- Karen Sinisi, Director, Sales and Marketing, Ethnic Technologies
- Roxana Lissa, Managing Director, Amplification, Sensis
- Priya Sharma, Founder & CEO, ThinkCultural LLC
- Mariah Picou, Creative Manager, My Code
- Kaitlyn O’Neill, Chief Content Office & Sales Consultant, Lighthouse List
- Ashleigh Williams, Senior Research Director, C+R Research
- Shaili Bhatt, Senior Research Director, C+R Research
- Anna Rossi, Senior Research Analyst, C+R Research
- Ana Villodres, Senior Qualitative Director, C+R Research
- Selina Guo, Planning Director, ADMERASIA
- Liz Castells, CEO, Chief Strategy Officer, INFUSION
- Michele Cordoba, Founding Director, Vision Strategy and Insights
- Brenda Lee, Founding Director, Vision Strategy and Insights
- Lauren Wesley Wilson, Founder & CEO, ColorComm Media Group and ColorComm, Inc.
- Sharon Hayashi, Group Account Director, AAAZA
- Daisy Expósito-Ulla, Chair & CEO, d expósito & Partners
- Lisa Skriloff, President, Multicultural Marketing Resources, Inc.
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Women’s Equality is Still a Challenge for Brands. “As brands continue to amp up their efforts to resonate with America’s increasingly diverse communities, it’s important to keep in mind that women are more often than not the decision-makers in their households. To really connect with women today, brands will need to work to understand the nuanced (and not so subtle) ways in which the intersectionality of race/ethnicity and gender influence the experiences people have of the world and, by extension, the way they feel about different businesses and brands they interact with. Our State of Consumer Engagement 2021 study finds that efforts to ensure a more equitable workforce do not go unnoticed by American women when it comes to the brands they patronize with their money and loyalty: Two in three (66%) women surveyed say that it has a positive impact on brand perceptions if a company has policies in place to ensure that women are treated equally in the workplace, while 6 in 10 (59%) say that it has a positive impact if a company has a lot of women in executive or C-suite positions. Women’s History Month serves as a reminder that sincere efforts to advance women’s equality need to happen every day—not just one month out of the year.” — Adriana Waterston, Chief Revenue Officer and Insights and Strategy Lead at Horowitz Research. View Adriana’s full Speaker profile here. View full company profile here. |
Karen Sinisi, Director, Sales and Marketing, Ethnic Technologies Karen has extensive knowledge and experience in Multicultural Marketing as well as broad-based Direct Marketing. She has worked with clients at Ethnic Technologies for ten years, helping them to reach critical multicultural markets. She has also been instrumental in developing “cultural competence” strategies for those same clients. Karen has 25 years of previous experience in marketing, client service and management. She was a member of the Board Of Directors for the West Coast Chapter of the Florida Direct Marketing Association. She also held the position of Newsletter Editor for that organization. She holds a BA in Anthropology and Sociology from Rollins College in Winter Park, FL. Specialties: Multicultural Marketing, Language Preference Marketing, Gender Marketing, Hispanic and Spanish Language Marketing, Multicultural Data Appends, Direct Marketing View Karen’s full Speaker profile here. View full company profile here. |
Roxana Lissa, Managing Director, Amplification, Sensis Roxana Lissa is the Managing Director of the growing Amplification practice at Sensis, the largest independent multicultural advertising agency in the U.S. She is a pioneer and subject-matter expert in multicultural communications with over 20 years of experience, having led what became one of the top independent boutique agencies in the country. She has delivered best-in-class national programs for Fortune 500 brands, including Nike, General Mills and Glaxo SmithKline, to name a few. At Sensis she oversees a growing and dynamic team of multicultural professionals for a wide variety of clients in the public and private sectors in the areas of public relations, content and influencer marketing. For Women’s History Month, Roxana acknowledges the contributions of so many women that have been a part of her long-standing career. “Raising a family and achieving success in leadership roles is not an easy task,” she says. “I was able to be a part of a great support system that my employees – the majority of them women – and I were able to create” to support each other.” View full company profile here. |
Priya Sharma, Founder & CEO, ThinkCultural LLC Priya Sharma is honored for leadership in the Asian American Digital Marketing Company, ThinkCultural LLC. headquartered in California. ThinkCultural enables brands and agencies to reach Asian audiences across US and Canada. We are a certified WBE, MBE, and WOSB agency. ThinkCultural is wholly owned and operated by Priya Sharma, an Indian-origin media veteran with over 17 years of experience in Digital Advertising. Over these two decades, Priya has had the distinct honor of working in leadership roles across multiple global corporations in the US and India while handling yearly budgets in the range of $500K to $1M per client. While working in the digital media sector for more than a decade, Priya realized a huge gap in understanding the multicultural advertising space. Brands and advertising agencies are always focused on general market audiences (Caucasians) while drafting a media plan, but as per the trend in population growth across USA & Canada, immigrants and multicultural ethnicities have seen massive growth. Priya plans to bridge this gap by helping brands and agencies reach this audience pool through an online multicultural audience platform and making it easy for clients to run multicultural campaigns at ThinkCultural. View full company profile here. |
Mariah Picou, Creative Manager, My Code Although Mariah Picou’s passion for content began in front of the camera as an actor, her early years were marked by the feeling that she was neither “Latina” enough nor “white” enough when going out for auditions. Suffering through the all-too-common refrain from casting directors that “you can’t be light skinned, a red head, or blonde, etc and be Latina,” Mariah decided she could no longer wait for the industry to acknowledge Latinx people are diverse beings, as unique as the many cultures we come from. Taking matters into her own hands, Mariah pursued a career as a producer, channeling her passion into creating content to help people from all walks to be seen and heard. As Creative Manager at My Code, today Mariah enjoys guiding brands as they endeavor to authentically represent not only the LatinX community, but also various diverse communities as well, creating content in which people can see their stories authentically reflected. Mariah looks forward to continuing to lead brands into the future and allowing people of all colors and creeds to feel seen. View full company profile here. |
Kaitlyn O’Neill, Chief Content Office & Sales Consultant, Lighthouse List A self-confessed perfectionist, committed to legibility and inventiveness, Kaitlyn is Chief Content Office and Sales Consultant, Lighthouse List. New to the data industry she is excited by Lighthouse’s commitment to accuracy and transparency, especially when it comes to multicultural sensitivity. For example, Lighthouse offers marketers a number of on-demand data segments which champion women, including women business owners, “mompreneurs” and female business executives. Kaitlyn has spent the last 9 years in Dubbing and Content Localization as a Chief Production Officer, where she was responsible for creating quality collaborations and translating cultural complexities across multi-language productions. As a performer turned production manager, Kaitlyn has developed a unique perspective when it comes to melding art and organization. She aspires to contribute successfully to Lighthouse’s outreach and prominence. View full company profile here. |
Ashleigh Williams, Senior Research Director, C+R Research Ashleigh Williams is a Senior Research Director at C+R Research. Her own cultural context and expertise illuminates her research style and enables empathic connections with consumers of various backgrounds. In addition, she helps spearhead the CultureBeat PULSE ezine at C+R and holds experience working with multicultural teens, harnessing her passion to uncover the thoughts and desires of the next generation. Prior to joining C+R Research, Ashleigh worked as a Design Strategist at BrandImage Schawk Inc. She also spent 4 years collaborating with a variety of research and design firms (Kelton Global Research, Insight Product Development, and Webb de Vlam to name a few) to conduct qualitative research projects for Fortune 100 clients, Ashleigh holds her BFA in Industrial Design from the University of Illinois Chicago. View Ashleigh’s full Speaker profile here. View full company profiles here and here. |
Shaili Bhatt, Senior Research Director, C+R Research From 2012-2016, Shaili served on the Board of Directors for the Qualitative Research Consultants Association (QRCA), a global association promoting the excellence of qualitative research. She has presented her ideas at dozens of events, including QRCA, AQR, TMRE and IIEX North America. She has been the Trends Editor for QRCA VIEWS magazine for over 10 years, is a regular contributor for CultureBeat PULSE, and she was nominated as a Qually Award finalist in 2018. Shaili has a BS in Advertising and a minor in Sociology, from the University of Illinois at Urbana-Champaign. View Shaili’s full Speaker profile here. View full company profiles here and here. |
Anna Rossi, Senior Research Analyst, C+R Research Anna Rossi, a Senior Research Analyst at C+R Research, manages a variety of projects including shopper research, awareness, and usage research, tracking research, and CopyIQ. Anna was involved in C+R’s first big data initiative. Anna is also a member of CultureBeat, C+R’s multicultural research team that brings deep cultural insights to our research projects. She specializes in the LGBTQ+ community where she has years of research experience. Anna received a Bachelor of Arts in Sociology and Philosophy from Illinois Wesleyan University and a Master of Arts in Sociology with a LGBTQ+ Studies Certificate from Northern Illinois University. She started her career assisting on professors’ research at Northern Illinois University where she also designed and conducted her own research projects. View Anna’s full Speaker profile here. View full company profiles here and here. |
Ana Villodres, Senior Qualitative Director, C+R Research Ana is a Senior Qualitative Director who joined C+R in 2021. She manages research initiatives across industries and consumer segments. She also supports CultureBeat, the multicultural division of C+R Research, where she works on research initiatives emphasizing the U.S. Hispanic consumer. Ana has 20 years of experience with particular strengths conducting primary qualitative research, identifying consumer insights, and translating insights into actionable strategies. She previously worked for Coca-Cola, Heineken, Miller Coors, and Univision in various marketing and consumer insights roles. She also served as the founder of Sapience Consumer Insights, an independent market research firm. In this role, she led qualitative research projects for brands like Univision, HBO, Verizon, Home Depot, PepsiCo, Shake Shack, and other leading consumer trademarks. As a bicultural and bilingual independent researcher, she has addressed the pain points and data needs she witnessed while on the client-side. Ana’s breadth of expertise includes concept, product, and ad testing, new product development, food research, and brand positioning studies for clients across various industries targeting the General population and the Hispanic market. View Ana’s full Speaker profile here. View full company profiles here and here. |
Selina Guo, Planning Director, ADMERASIA Selina Guo leads the strategic planning department and the internal research unit at ADMERASIA. Selina’s creative design background and working experience in London, Hong Kong and New York have given her an international perspective, and a keen eye for today’s connected and influential global Asian consumers. Her areas of expertise include helping Fortune 500 brands connect with the growing Asian American consumers in the U.S., partnering with U.S. brands that aim to expand their business to Asia, and helping emerging brands in Asia or with Asian-heritage to refine their strategy for the U.S. general market. In her 13 years of experience, Selina has worked with clients across multiple industry sectors, such as British Museum, Shangri-la Hotel, State Farm, Citibank, MassMutual, Humana, Nissan, SK-II, L’Oréal, Godiva, Hennessy, Dunhill, Halstead and China Communications Construction Company and more. Selina is also dedicated in collaborating with brands and community organizations to advocate and advance Asian American’s representation in the mainstream. For more information about the company profile, please click here View full company profile here. |
Liz Castells, CEO, Chief Strategy Officer, INFUSION Liz Castells-Heard is CEO and Chief Strategy Officer of INFUSION, a full-service Multicultural agency that provides Fortune 500 Clients best-in-class strategic leadership and consistent results, known for their analytics, marketing strategies, first-in-kind thinking, and cultural narratives that compel ROI-Powered ideas. Liz is an industry force with a Stanford MBA, finance and psychology training, ‘tell it like it is’ magnetic style, and nearly 40 years of General market, Client, and Multicultural experience including DDB NY, Campbell’s, Oriflame, andConill/Saatchi. Her strategic acumen and foresight has helped many companies like McDonald’s, Toyota, Charter Communications, and Safeway grow their businesses. Her inspiration and demand for excellence galvanizes her team, and creates campaigns that earn ROI, awards and her “Our Fearless Leader” moniker. Founded in 1998, Liz envisioned an ethnic agency making business results the priority and strategy the roadmap to creative solutions, with full immersion in a client’s business – a place run with heart, candor, free of egos, BS or layers; and a multi-disciplined strategic team for combustible ideation. This vision led her to trademark Transculturation™ – a business-building model for effective cultural integration that guides companies to easily understand and profitably integrate Multiculturalacross all the 5 P’s, working closely with their internal departments and agency partners. The model factors in both ethnic needs and GM commonalities to assure the right metrics, targets, initiatives and strategies to ultimately createa mix of unique, universal and cross-cultural Marcomm efforts across all platforms. Tenacious in business, Liz is compassionate, caring and fiercely loyal. Her vision drives betterment in knowledge, skill-set and quality, and she’s consistently tapped as a speaker, for press commentary, and industry leadership awards. Liz’s top personal cause is empowerment through education, which she believes is the equalizer to opportunity. Liz is a 7-month preemie ‘born with her brain and mouth on overdrive’ with the survival instinct and energy of a Cuban exile (and reared on café); her fearlessness fed by a 350-ft. bungee jump in Africa; her optimism from living around the world, her maternal pride from 7 god-children, and her free spirit fueled by her husband Alan of 36 years. Liz lives shuffling between her offices in LA and NY and new Scottsdale homestead with 1,000s of saguaros and her German Shepard 100 pound ‘babies’. Her personal motto: “Anything is possible. Life’s hurdles strengthen us, small moments feed our joy, and dreams propel us to fly to that next level. View Liz’s full Speaker profile here. View full company profile here. |
Michele Cordoba, Founding Director, Vision Strategy and Insights Michele is a creative and experienced researcher and marketer with particular expertise in consumer engagement, creative testing, and message development. Prior to forming Vision Strategy and Insights, Michele managed her own multicultural marketing and consulting firm, Visión Publicidad, specializing in consumer insights, strategic planning and creative development. She is experienced in a wide variety of consumer categories including retail, food and beverage, CPG, health and beauty and automotive, as well as social and political causes such as education, civic engagement, and issue advocacy. She is a skilled writer and moderator in both Spanish and English. Michele also brings a wealth of experience in the Spanish-language television industry, having led the consumer marketing and promotions efforts for both Univision and Telemundo stations. In this capacity, she won three Emmy awards and helped deliver the highest news ratings in the Los Angeles market, regardless of language. View Michele’s full Speaker profile here. View full company profile here. |
Brenda Lee, Founding Director, Vision Strategy and Insights With over 20 years of marketing, consulting, market research and business management experiences, Brenda is uniquely qualified to provide her clients superior data driven strategic consulting services. Prior to forming Vision Strategy and Insights, Brenda founded and managed The Quan Market Research – a marketing consulting company offering marketing management, research and consulting services across various industries. In an earlier life, Brenda managed world-class brands for Campbell Soup Company and The Coca-Cola Company as a brand manager. Prior to her tenure in brand management, Brenda worked as a Management Consultant for Bain & Company Brenda earned a Bachelor of Science degree from Florida A&M University; holds a Master of Business Administration from the Wharton School of Business at the University of Pennsylvania (with emphasis in marketing and finance); and, holds a Master of Arts from the School of Advanced International Studies at The Johns Hopkins University (with emphasis in international relations and international economics). Brenda has also earned a Master Moderator designation by coupling her wealth of qualitative research experience with her advanced coursework at the RIVA Institute. View Brenda’s full Speaker profile here. View full company profile here. |
Lauren Wesley Wilson, Founder & CEO, ColorComm Media Group and ColorComm, Inc. Lauren Wesley Wilson is an Award –Winning Diversity and Inclusion Strategist. Lauren currently serves as Founder and CEO of ColorComm Media Group and ColorComm, Inc. In 2011, Lauren founded ColorComm, Inc., the nation’s leading women’s platform addressing diversity and inclusion across the communications, marketing, media, advertising, and digital arena. Lauren has provided 40,000+ professionals with the tools and resources to advance, has secured 500+ jobs for ColorComm Members, and has worked with Fortune 500 companies on their D&I strategy. Lauren has been recognized by PR Week’s 50 Most Powerful in PR, Ad Age ‘Women to Watch’, PR Week’s 40 under 40 Award, The Root 100, New York Women in Communications, among many others. In 2017, Lauren was selected to serve on the Glass Lions Jury at Cannes Lions Festival in Cannes, France. Prior to ColorComm, Lauren worked in political communications serving as the Communications Director for Congresswoman Eddie Bernice Johnson (D-TX) and as a Media Strategist/Media Booker for President Barack Obama’s Reelection Campaign. Following the Campaign, Lauren worked as a Communications Strategist at the prestigious crisis firm Qorvis/MSL overseeing media strategy and crisis communications for international governments and consumer brands. Lauren graduated from Spelman College with a B.A. in Political Science and from Georgetown University with an M.A. in Communications. View Lauren’s full Speaker profile here. |
Sharon Hayashi, Group Account Director, AAAZA For more than 20 years, Sharon has overseen national multicultural advertising and marketing campaigns while nurturing relationships and building brands with Fortune 500 clients. At AAAZA, working within a variety of industries such as automotive, telecom and entertainment, has equipped her with the ability to provide sound leadership grounded in cultural intelligence to deliver strategic and insightful campaigns. As a third generation Japanese American, Sharon understands what it is like to navigate between two cultures and takes pride in her heritage. Though also born in the U.S., during World War II both of her parents and their families were relocated to internment camps by the Civilian Exclusion Order No. 33. This has served as a reminder of the importance of sharing stories to provide different perspectives and an understanding of cultural experiences and influences. Which is why she has dedicated herself to helping clients deliver campaigns that are authentic, relevant, inclusive and engaging. Sharon has a Master’s degree in Business Administration from Loyola Marymount University and is also a Bruin, with a Bachelor’s degree in Psychology from the University of California, Los Angeles. View full company profile here. |
Daisy Expósito-Ulla, Chair & CEO, d expósito & Partners Daisy’s riveting career has helped change advertising in the U.S. In 2018, the American Advertising Federation (AAF) inducted her into the AAF American Advertising Hall of Fame giving her, in addition, The David Bell Industry Award. Her trajectory as a pioneering visionary and creative leader in culture marketing has made her an industry luminary, and her social and cultural activism make her a committed voice of her communities. Daisy has served on industry association boards such as the Ad Council, and currently serves on the boards of the 4A’s and the ANA Educational Foundation (AEF). She was a founding member, president and today is a board member of the Hispanic Marketing Council (formerly AHAA), which inducted her into the HMC Hall of Fame in 2018. In 2015, d expósito & Partners was chosen as Agency of the Year by the AEF, a first for a minority- and woman-owned agency. She and her team are recipients of numerous creative awards. She received the NYWICI’s Matrix Award and was distinguished with The Carnegie’s Great Immigrant: Pride of America honor. In 2016, ADCOLOR® chose her for a Lifetime Achievement Award. Later this month, she will receive the 2022 Excellence in Entrepreneurship Award by FACE, Facts About Cuban Exiles, a non-profit organization whose mission is to promote, foster and improve the reputation and image of persons of Cuban origin and their descendants in the United States, and worldwide. View full company profile here. |
Lisa Skriloff, President, Multicultural Marketing Resources, Inc. Following successful positions as Director of Marketing at The New York Times and Sales Rep/Editor of Hispanic Age/Caballero Spanish Radio, Lisa Skriloff founded Multicultural Marketing Resources, Inc. (MMR) in 1994 to serve as an authoritative business resource to corporations, agencies and journalists, providing information and referrals to multicultural and diversity experts. MMR is a consultancy, B2B public relations and marketing firm and editorial content supplier as publisher of The Source Book of Multicultural Experts, MMRNews and a Speakers Showcase. The company’s latest effort is the relaunch of multicultural.com where experts can now upload their own content to the directory, job openings to the Career Page and upcoming webinars and conferences to the Events page. Lisa is also a travel writer and founding editor of Multicultural Travel News. Multicultural Marketing Resources, Inc. is a WBENC certified woman-owned business, and also certified by New York City and New York State. View Lisa’s full Speaker profile here. View full company profile here. |
The women featured in this newsletter were selected from among those listed in our Speakers Showcase and Experts Directory on multicultural.com. Would you like to see your company POV/event featured in our next theme newsletter? If you are interested in including your paragraph and logo in our next issue of Multicultural Marketing News/MMRNews ($425), please visit here or contact Lisa Skriloff at 212-242-3351 or Lisa@multicultural.com. Participation is free to organizations featured on multicultural.com. Sign up here to feature your organization/company on multicultural.com.Next Issue: March 2022 Newsletter Save the Dates for Key 2022 Multicultural & Diversity Conferences + events Deadline for reservations: Mar 10th Deadline for copy Mar 15th For more info about participating in this newsletter email Lisa@multicultural.com. To see upcoming newsletters view our 2022 Editorial Calendar. Weekly and monthly banner sponsorships of the newsletter and stand-alone eblasts to our subscriber list are available. To learn more about newsletter advertising visit here and for all advertising opportunities visit here. Need more info? Visit here or email Lisa@multicultural.com or call 212-242-3351. |
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About This Newsletter Multicultural Marketing News (MMRNews), is a free e-mail newsletter published by Multicultural Marketing Resources, Inc. (MMR) and sent to +9000 subscribers. For a free subscription, sign up here. |
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