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

nicole.cordero@havasedge.com 

760-692-3188

www.havasedge.com

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

denira@omnidirect.tv

305-535-8892 (office)

305-528-8002 (mobile)

www.omnidirect.tv

 

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

marcelino@d2hispanic.com

213-797-5608

d2hispanic.com

 

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

kpatten@univision.net

212-455-5941

corporate.univision.com

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

nicolas@luminessair.com

713-532-2408, ext. 1032

www.luminessair.com

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

greg@allegroresponse.com

www.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

www.listentrust.com

 

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. 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.

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. 

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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