Thursday, April 23
8:30 a.m. to 5:30 p.m. 

HMC Chair Jose Villa, President/Chief Strategy Officer for Sensis, will deliver the opening remarks with Court Stroud, Clinical Assistant Professor of Integrated Marketing at New York University, serving as our host and emcee for the 2026 HMC Annual Summit.

Latino consumers aren’t just part of the auto market — they’re driving it. Representing roughly a quarter of U.S. vehicle sales and 68% of industry growth, this segment is reshaping the category’s future. Rachael Zaluzec, CMO & SVP, Customer Experience & Brand Marketing, of Volkswagen of America, reveals how VW is moving beyond translation to put Latino culture at the center of its marketing strategy – from creative and media to brand relevance and loyalty. Discover how a culture-first strategy fuels connection, consideration, and measurable business growth.

AI is reshaping how marketers decode behavior, sentiment, and cultural signals across diverse Hispanic audiences. This session explores how advanced language models, social listening tools, and predictive analytics are enabling brands to uncover deeper and more accurate multicultural insights than ever before. Attendees will walk away with a modern toolkit for understanding Hispanic identity, values, and motivations in a world where technology and culture intersect.

Speaker: Yvette Baez, Head of Industry for Healthcare, Google

Advancing Hispanic health requires more than outreach—it demands 100% cultural commitment. This session explores how culturally fluent marketing can close gaps in care, build lasting trust, and drive better health outcomes across diverse Hispanic communities.

You’ll learn how healthcare organizations and brands are moving beyond one-size-fits-all messaging to engage patients authentically, address real barriers, and show up consistently—because trust isn’t claimed, it’s earned.

Speaker: Monica Padilla, Vice President, Multicultural Lead, Covered California

This Summit moment honors a brand who didn’t hedge, dilute, or play it safe. The 2026 HMC Marketer of the Year recognition celebrates a marketer who went 100% in on Hispanic marketing—driving growth, cultural relevance, and measurable business results. Find out who will join Pepsi, Molson Coors, Kellogg’s, AARP, Ford, McDonald’s, Nestlé, State Farm, Toyota, Walmart—and last year’s winner, AT&T— as we unveil this year’s honoree and recognize leadership that proves when you commit 100%, growth follows.

This year, the Hispanic Marketing Council makes history with the unveiling of its Hall of Fame. In a powerful Summit moment, we’ll honor two visionaries whose courage, leadership, and belief in Hispanic marketing delivered 100% impact—shaping careers, brands, and an industry that continues to grow stronger because of them. Join us as we celebrate the leaders who paved the way and the legacy they leave behind.

The Hispanic market isn’t emerging—it’s driving growth right now. Latinos are the most dynamic, fast-growing, and culturally influential force in today’s marketplace, and brands that treat this audience as incremental are leaving real revenue on the table.

In this no-nonsense session, brand leaders from The Coca-Cola Company and General Mills share what it looks like to go 100% in—from authentic cultural connection to strategies that scale and perform. You’ll hear how committing fully to the Hispanic market fuels relevance, loyalty, and measurable business impact.

Partial efforts get partial results. 100% commitment delivers growth.

Speakers:

• Stephanie Eaddy, Cultural Marketing Lead, The Coca-Cola Company
• Jorge Robles, Head of Marketing U.S. & Latin America, General Mills

Moderator: Tony Gonzalez, CEO & Co-Founder, Mundial Media

Hispanic fandom is often defined by soccer — from the FIFA World Cup to global icons like Lionel Messi — but the passion doesn’t stop there. This session explores how Latino/a fans are shaping the culture of the NBA, NFL, baseball, combat sports, esports, and pop culture. From identity and representation to buying power and community influence, we’ll discuss how Hispanic fans are redefining what it means to belong — and driving the future of fandom far beyond the pitch.

Speakers:

• Jose Garcia, Fan Growth Marketing Manager, The Dallas Cowboys
• Karina Martinez,  CEO and Co-Founder,  DRAFTED

The future of entertainment is creator-led—and it’s being built by diverse storytellers who reflect culture as it’s actually lived. This session explores how creator-driven TV is opening new pathways for culturally relevant voices to break into traditional entertainment, delivering stories audiences trust and recognize as real.

You’ll also hear how this shift creates 100% new opportunities for advertisers to connect with highly engaged viewers who expect authenticity, not polish—and reward brands that show up the right way.

L’Oréal sees Hispanic consumers not just as a growing segment, but as 100% cultural trendsetters shaping the future of beauty. From product innovation that celebrates diverse beauty standards to marketing grounded in authentic cultural intelligence, the brand is going all in on building lasting relationships with Hispanic communities. In this session, Sandra Villarreal, General Manager, Garnier, Thayers and Softsheen Carson USA, for L’Oreal, shares what happens when a brand makes a 100% commitment to culture—and why that commitment delivers beautiful business results.

Drumroll, please! It’s time to reveal the winners of the 2026 HMC Strategic Excellence Awards Powered by Collage Group! We’re celebrating the best agency/client teams with awards that recognize cultural innovation, creative brilliance, and campaigns that truly connect. Join our distinguished jury co-presidents, Stephanie Eaddy, Cultural Marketing Lead for Coca-Cola, and Luis Miguel Messianu, Founder-President-Chief Creative Officer for MEL, as we unveil the Gold winners, the coveted Grand Prix, and the highly anticipated fluen.ci awards for top cultural resonance! Don’t miss this chance to cheer on industry trailblazers and soak in the inspiration from campaigns that are redefining marketing excellence!

Speakers:

• Stephanie Eaddy, Cultural Marketing Lead, North American Operating Unit, The Coca-Cola Company
• Luis Miguel Messianu, Founder-President-Chief Creative Officer, MEL

Moderator: Victor Paredes, Vice President, Cultural Strategy, Collage Group

Hispanic economic influence is no longer incremental—it’s foundational. In this data-driven session, explore the trends, challenges, and opportunities defining the Hispanic economy today, including labor force dynamics, income growth, consumer power, and population growth.

You’ll leave with a clearer picture of how Hispanic communities are shaping innovation and business formation—and why brands, employers, and policymakers must engage with this sector 100% seriously to remain competitive.

Speaker: José A. Jurado, PhD, Senior Research Economist, L. William Seidman Research Institute, Arizona State University