U.S. Hispanic Council
Your path to Hispanic performance starts 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. To connect directly with the U.S. Hispanic Council, click here to email: hispanic.council@definitivemediagroup.com.
Council Members
Chairperson
Nicole Cordero
Havas Edge
Vice President, Business Development & Multicultural
760-692-3188
An experienced and accomplished media and marketing executive, Nicole Cordero develops strategic and successful direct-to-consumer and customer acquisition multi-channel campaigns that deliver profitable results for top brands like Unilever, St Jude Children's Research Hospital, GrubHub, Draft Kings, Nestle, and Trip Advisor, among other worldwide companies. She also serves as the head of Multicultural at Havas Edge, identifying growth opportunities by connecting brands and the multicultural consumers in a culturally relevant and meaningful way. Cordero is extremely passionate about her Latino heritage and sharing her culture with others.
Denira Borrero
Omni Direct, Inc
Principal, COO
305-535-8892 (office)
305-528-8002 (mobile)
With more than 25 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 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. Borrero regularly publishes articles in business and industry journals on the state of the U.S. Hispanic market and performance-based marketing. She received her M.B.A. from Columbia University and held numerous leadership positions at Johnson & Johnson for 15 years prior to joining Omni Direct as COO.
Marcelino Miyares, Jr.
d2H Partners
Managing Director
213-797-5608
Marcelino Miyares has spent 30 years evolving the Hispanic marketspace. Known for his market intelligence and resourcefulness, he co-launched d2H Partners in 2014 to lead more "crossover" clients to their Hispanic consumer path-to-profit. Miyares truly believes that brands need to “Enculturate or Die!” His marketing experience includes DRTV (Great Health Works, InvenTel, Telebrands, Capital Brands, Hearthware, and others); branded DR, lead-generation and retail work (Matrix, Lincoln Heritage, Hulu, Citibank, AT&T, PepsiCo, American Stores, and McDonald’s); and traditional direct marketing (Oxford Health, Sirius XM, Toys”R”Us, Home Depot, and others). Miyares is a Cuban-American native of Chicago and currently lives in Santa Monica.
Kyle Patten
Univision Communications Inc.
Vice President of Direct Response
212-455-5941
Kyle Patten is an xperienced vice president with a demonstrated history of working in the broadcast media industry. 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
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.
Greg Sarnow
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.
Tom Sheppard
ListenTrust
Vice President of Business Development
805-433-5000
Tom Sheppard is a trusted presence in the direct response industry and has an extensive network built from more than 20 years in sales, marketing, and operations. Sheppard is an established industry veteran with emphasis 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. People seek out Sheppard to accelerate business growth, to leverage the buying power of the U.S. Hispanic market, and to reach the highest ROI on their marketing investment.
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 — a visual overload experience. Now, imagine yourself driving down a highway and seeing a couple of attractive and catchy billboards along your ride. That is Hispanic advertising.
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.
The Power of Biculturals
By 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 represent 50 percent of the marketplace.
7 Reasons You Should Consider Spanish-Language Media
By Nicolas Pietropinto
As direct-to-consumer marketers look at new or different opportunities to add to their marketing mixes, one of the biggest growth areas in the United States is its growing Spanish-speaking population.
U.S. Hispanic Council Looks to the Future
The U.S. Hispanic Council took it upon themselves to answer this question: What is one lesson from the time of COVID-19 that you can carry into the future for your business?
At September 2020's PDMI West Virtual event, experts from the PDMI’s U.S. Hispanic Council and their colleagues discussed how U.S. Hispanics discover, learn, purchase and experience your products. PDMI members can watch video of this educational session (and many others) through the PDMI Member Portal.
What over-the-top (OTT) and connected TV (CTV) trends we can expect from U.S. Hispanic viewers in the coming years? A panel of experts addressed this topic — and more — at the PDMI Virtual Summit in June 2020. PDMI members can watch video of this educational session (and many others) through the PDMI Member Portal.