Liz Castells-Heard

Liz Castells-Heard is CEO and Chief Strategy Officer of INFUSION by Castells, 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, and Conill/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 Multicultural across 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 create a 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 100-pound German Shepard ‘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.

Speeches & Topics

Multicultural Marketing for ROI-Powered Ideas & Business Integration
Advertising to the Multicultural Consumer in the U.S.
Consumer Insights and Segmentation
TransculturationTM:
Branding, Direct Marketing, Retail, & Activation
Strategic Business Consulting
Connecting Across Ages & Lifestyle
Ambi-Cultural Movement: Impact of Acculturation
Research: Data Analytics and Metrics