US Hispanic Council

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The PDMI's U.S. Hispanic Council is designed as a forum for leaders in performance-driven marketing to share their expertise on one of the industry's most important growth areas: the U.S. Hispanic consumer. As this demographic grows and continues to influence more and more campaigns, the PDMI understands how crucial it is for its members to grasp the differences — and similarities — in marketing to this burgeoning marketplace.

The U.S. Hispanic Council serves as the PDMI's visionaries in this space, pushing the conversation forward, while also supplying regular content for the association's publications and social media outlets.​

Chairperson:

 

Nicole Cordero

Havas Edge

Vice President, Hispanic Media

nicole.cordero@havasedge.com

760-692-3188

Head of Hispanic division for Havas Edge. With performance marketing and culture at the core, Nicole Cordero develops strategic marketing, creative, and media campaigns for brands looking to connect with the Hispanic consumer in a meaningful way and reach profitable scale. With more than 14 years of experience, she has led campaigns in the likes of: Unilever, St Jude Children’s Research Hospital, GrubHub, Draft Kings, Nestle, Trip Advisor, Mutual of Omaha, and VistaPrint, among other world-wide advertisers and Fortune 1000 companies. Cordero is extremely passionate about her Latino heritage and sharing her culture with others. Nicole lives in Carlsbad, Calif., with her son Juan Carlos and her husband Chris.

 

Members include:

 

Denira Borrero

Omni Direct, Inc

Principal, COO

denira@omnidirect.tv

305-535-8892 (office); 305-528-8002 (mobile)

 

With more than25 years of global marketing and commercial operations experience, Denira Borrero has launched and led hundreds of direct-to-consumer, traditional brand, and B2B marketing campaigns. She received her MBA from Columbia University and held several senior marketing positions at Johnson & Johnson for 15 years prior to joining Omni Direct. She was recognized by the Direct Response Marketing Alliance as Member of the Year in 2015 and also served on the Board of Directors of the Electronic Retailing Association from 2010 to 2013. Omni Direct is a leading U.S. Hispanic, full-service, direct response marketing company, owned and staffed by U.S. Hispanic marketing experts with proven experience in performance-based marketing and media. From strategy, creative production, and media to managing and monitoring campaign operations, Omni Direct relentlessly delivers measurable and sustainable results.

 

Marcelino Miyares, Jr.

d2H Partners

Managing Director

marcelino@d2hispanic.com 

213.797.5608

 

d2H Partners is a full-service direct response agency offering strategy, creative, and media services and specializing in the U.S. Hispanic market.

 

Kyle Patten

Univision Communications Inc.

Vice President of Direct Response

kpatten@univision.net

212-455-5941

 

Experienced vice president with a demonstrated history of working in the broadcast media industry. Kyle Patten is skilled in broadcasting, advertising, sales, digital marketing, and social media. He graduated from the New York Institute of Technology.

 

Nicolas Pietropinto

Luminess Cosmetics

President of Direct Response   

nicolas@luminessair.com

713-532-2408, ext. 1032

 

Senior executive with more than 15 years in management and leadership. Nicolas Pietropinto has an entrepreneurial attitude with a passion for technology, finance, and operations. He is a proactive leader and business relationship catalyst possessing a heightened sense of responsibility and ethics. Pietropinto considers himself an overachiever and highly competitive, while enthusiastic about winning through a collaborative team effort. He is a consultative and hands-on executive that leads by example, and is adept at creating, analyzing, and reporting results-driven business metrics. Pietropinto is known for strong multicultural awareness and is fluent in English, Spanish, Portuguese, and French.

 

Francis Romero

Havas Edge

Assistant Account Executive    

francis.romero@havasedge.com

760-362-8486

 

Optimistic, task-oriented, and driven, Francis Romero is an experienced assistant account executive with a demonstrated history in the marketing and advertising industry as it relates to the Hispanic consumer and culture. Romero is driven to develop strong and meaningful professional relationships by building upon her formal education and professional experience. Skilled in project and time management, customer service, report writing, sales, and team building, she thrives to live a positive and healthy lifestyle, all while being highly inspired to create a positive impact through her career, as she enjoys the success of a job well completed.

 

Greg Sarnow

Allegro Response Teleservices

Founder & CEO

greg@allegroresponse.com

 

Allegro Response is a multichannel contact center that specializes in direct-to-consumer sales and customer service. However your customers want to communicate — whether it be through the phone, email, chat, or text — Allegro’s team is trained to take care of your customers. Its expertise in the direct response space helps clients improve campaign results while improving the key metrics necessary for success.

 

Tom Sheppard

ListenTrust

Vice President of Business Development

tsheppard@listentrust.com

805-433-5000

 

Tom Sheppard is a trusted presence in the direct response and support services industry and has an extensive network built from more than 20 years in sales, business development, marketing, and operations. His emphasis at ListenTrust is on new business and client development. His primary focus is to help companies realize the maximum potential of their marketing investment, whether in the general or U.S. Hispanic markets, leveraging ListenTrust’s capabilities as a communication conduit in both English and Spanish. Prior to joining ListenTrust, Sheppard was sales director at LiveOps, working with the industry’s largest and most successful marketers. People seek out Sheppard and ListenTrust to accelerate business growth by providing awesome customer experiences via person-to-person connection; capitalize on marketing to 54 million U.S. Hispanics; and to reach the highest ROI on their marketing dollars.

Members of the Hispanic Council are regular contributors to PDMI publications and at PDMI events. Take a look at some of their thought leadership columns:

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Members of the Hispanic Council are regular contributors to PDMI publications and at PDMI events. ​

4 Insights for Hispanic Market Success in 2019

 

By Denira Borrero 

 

Representing almost one-fifth of the country’s population — and growing 70-percent faster than the general population — the U.S. Hispanic market is expected to reach $2 trillion in consumer spending by 2024.

U.S. Hispanic Millennials: The Sweet Spot for Sales Growth

 

By Denira Borrero 

 

Representing 23 percent of the entire U.S. population younger than age 34 and showing exceptionally high engagement on social media platforms, Hispanics are being courted by marketers to increase returns ...

Reaching Profitable Scale With Hispanic Marketing

 

By Nicole Cordero 

 

Imagine yourself in Times Square. It is a visual overload experience — not to mention the crowds. Now, imagine yourself driving down a highway and seeing a couple of attractive and catchy billboards along your ride. That is Hispanic advertising.

The Power of Biculturals

 

Francis Romero and Marcelino Miyares  

 

During October’s PDMI West in San Diego, a group of marketing leaders discussed "The Power of Biculturals." Bicultural Hispanics are the fastest growing segment of all U.S. Hispanics, representing 50 percent of the marketplace. 

Nicole Cordero led a powerful panel discussion about the U.S. Hispanic marketplace at PDMI West 2019 in San Diego. PDMI members can listen to audio of this educational session (and many others) through the PDMI Member Portal.

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