US Hispanic Council
Need a short tagline here.
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.
Vice President, Hispanic Media
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.
Omni Direct, Inc
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 is a full-service direct response agency offering strategy, creative, and media services and specializing in the U.S. Hispanic market.
Univision Communications Inc.
Vice President of Direct Response
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.
President of Direct Response
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.
Assistant Account Executive
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.
Allegro Response Teleservices
Founder & CEO
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.
Vice President of Business Development
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:
Nicole Cordero in the June 2019 issue of Results Magazine.
Francis Romero and Marcelino Miyares in the December 2019 issue of Results Magazine.
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) by clicking here to enter the PDMI Member Portal.
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.