2026 ANNUAL SUMMIT
April 22–23, 2026 // New York City
We’re Going 100%—Are You In?
The HMC Annual Summit is back—and this year, we’re not hedging.
In a landscape full of noise, half-measures, and hesitation, the HMC Annual Summit is the only conference 100% dedicated to Hispanic marketing—no sidebars, no “general market” disclaimers, no diluted conversations.
Because when the opportunity is 100%, the commitment should be too.
30th Anniversary Celebration: 1996 - 2026
Wednesday, April 22
6:00 p.m. to 7:30 p.m.

HMC kicks off its Annual Summit with a milestone moment—a 30th Anniversary Celebration honoring three decades of leadership in Hispanic marketing. Join us for an unforgettable opening reception as we bring together 100% of our story: the pioneers who built this industry, the leaders shaping it today, and the next generation ready to carry Hispanic marketing into the future. One celebration. Three decades. 100% orgullo.
Convene Midtown West
117 West 46th Street
New York, NY 10036

Agenda
Thursday, April 23
8:30 a.m. to 5:30 p.m.
8:30 a.m. to 9:00 a.m.
BREAKFAST
Sponsored By:
9:10 a.m. to 9:50 a.m.
Brewing Culture: Winning the Next Generation of Coffee Consumers
What better way to kick off the HMC Annual Summit than with cafecito?
Join Alexa Bosley, Vice President & Head of Coffee Marketing, Nestlé USA, for the opening keynote and a masterclass on how to win with Hispanic consumers in a category where culture runs deep. Bosley will unpack Coffee mate’s “Last of the Non-Cafecito Lovers,” a campaign that flipped influencer marketing on its head—proving how tapping into real cultural truth (not clichés), embracing bicultural Latino audiences driving what’s next, and leaning into bold, insight-driven ideas can translate directly into growth and brand love.
Because there’s no better way to start the day—or the Summit—than going 100% in, cafecito in hand.
Moderator: Ronald Méndez, EVP Cultural Investment and Strategy Lead, WPP Media
Sponsored By:
9:50 a.m. to 10:25 a.m.
The New Era of Cultural Intelligence: How AI is Transforming Hispanic Consumer Insights
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.
Speakers:
- Yvette Baez, Head of Industry for Healthcare, Google
- Anthony Campanella, VP, Inventory Partnerships & Operations, Madhive
Moderator: Adam Lee, Chief Business Development Officer, AdCellerant
Sponsored By:
10:25 a.m. to 11:05 a.m.
Bridging Gaps, Building Trust: Advancing Hispanic Health through Marketing (100% Commitment, Measurable ROI)
For healthcare providers and insurers, Hispanic consumers aren’t a “multicultural add-on”, they’re a core growth and outcomes segment. Yet healthcare is different than other categories: trust is the product, access is the barrier, and results must show up in both member growth and health impact. This session is a call to go all in, because partial efforts deliver partial results.
Join three healthcare marketing executives for a practical playbook on culturally fluent, performance-driven marketing that closes gaps in care, earns trust over time, and proves ROI. We’ll explore how leading organizations are moving beyond one-size-fits-all outreach to show up consistently with the right message, channels, and experiences, because trust isn’t claimed, it’s earned.
What you’ll take away:
- How to quantify the Hispanic growth opportunity and build an ROI case that leadership will fund
- Best practices across the acquisition-to-retention journey (enrollment, preventive care, chronic care support, re-engagement)
- The role of language + culture in creative, CX, and channel strategy (not just “translation”)
- Measurement frameworks that connect cultural commitment to business outcomes (growth, retention, quality/utilization proxies)
Speakers:
- David Sanchez, Director Acquisition & Multicultural Marketing, UnitedHealthcare Individual & Family Plans
- Monica Padilla, Brand Strategy & Paid Media, Covered California
Moderator: Liliana “Lili” Gil, Co-Founder & CEO, Culture+ Group
11:05 a.m. to 11:20 a.m.
COFFEE BREAK
Sponsored By:
11:20 a.m. to 12:00 p.m.
How Diverse Creators Have Reshaped the Future of Entertainment and Storytelling
The future of entertainment is being built by creators — not studios. Digital creators are building massive audiences by telling culturally authentic stories that traditional media often overlooked, and Hollywood is paying attention. Creators are now moving from YouTube and social platforms to streaming and television, creating a new pipeline into mainstream entertainment.
Jenny Lorenzo is a perfect example. She built a loyal audience online through her viral Abuela character inspired by her Cuban grandmother, which she, alongside her creative partner Kevin Bosch, turned into a whole roster of characters in the ABUELA’S FAMILY web-series. They are now making the transition from digital creators to television—showing how culturally specific storytelling can become mainstream entertainment.
This session will explore how creator-led content is reshaping entertainment, creating new opportunities for diverse storytellers, and what it all means for advertisers looking to connect with highly engaged audiences who increasingly trust creators more than traditional media.
Speakers:
- Jenny Lorenzo, Actor, Writer and Content Creator
- Kevin Bosch, Digital Media Director and Producer
Moderator: Gonzalo del Fa, President Multicultural, WPP Media
Sponsored By:
12:00 p.m. to 12:15 p.m.
100% Legacy. 100% Impact. The HMC Hall of Fame.
In a powerful summit moment, the HMC will honor two visionaries whose courage, leadership, and belief in Hispanic marketing delivered 100% impact—shaping careers, communities, brands, and an industry that continues to grow stronger because of them.
- Greg Knipp, CEO of Dieste, whose visionary leadership elevated multicultural marketing to new heights. A mentor to many and a champion of authentic cultural connection, Greg built more than an award-winning agency—he built a community, leaving a lasting legacy defined by humanity, creativity, and purpose.
- Cristina Schwarz, former President and General Manager of Telemundo 47 New York, whose four decades of leadership transformed Spanish-language media in the nation’s largest market. tireless advocate for community, Cristina’s legacy is one of service, trust, and elevating Hispanic voices with integrity and excellence.
Join us as we celebrate the leaders who paved the way—and the 100% legacy they leave behind.
12:15 p.m. to 1:15 p.m.
LUNCH
Sponsored By:
1:15p.m. to 1:55 p.m.
The Power and Influence of the Hispanic Market: 100% or Nothing
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 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:
- Jessica Santiago Byrd, Senior Manager, Growth & Multicultural Marketing, IKEA
- Stephanie Eaddy, Cultural Marketing Lead, The Coca-Cola Company
- Arlenis Almonte, Principal Program Lead – Performance Marketing, Multicultural, Chick-fil-A, Inc.
Moderator: Tony Gonzalez, CEO & Co-Founder, Mundial Media
Sponsored By:
1:55 p.m. to 2:35 p.m.
Hispanic Fandom: Soccer and Beyond
Hispanic fandom is often defined by soccer — from the World Cup to global icons like Lionel Messi — but the passion doesn’t stop there. This panel explores how Latino/a fans are shaping the culture of not only soccer but 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
- Andres Chacón, Director of Streaming and Social, NBCUniversal Telemundo Enterprises
- Karina Martinez, CEO and Co-Founder, DRAFTED
Moderator: Stephen Paez, EVP, Cultural Investment and Innovation, Publicis Media Exchange (PMX)
Sponsored By:
2:35 p.m. to 2:50 p.m.
COFFEE BREAK
2:50 p.m. to 3:30 p.m.
Unveiling the 2026 Hispanic Marketing Council's Marketer of the Year
What does it look like when a brand treats the Hispanic market not as a segment, but as a central engine for growth? The Home Depot has spent more than 15 years building a culture-led strategy grounded in insights, long-term partnerships, and authentic engagement with Hispanic consumers—earning the company recognition as the 2026 HMC Marketer of the Year.
In this conversation, Molly Battin, Senior Vice President and Chief Marketing Officer of The Home Depot, will discuss how cultural intelligence informs brand strategy, how long-term investment builds brand loyalty and business results, and why multicultural marketing must be integrated into overall marketing—not treated as a standalone initiative.
This session will explore what other brands can learn from The Home Depot’s approach, and why the companies that understand culture today will be the ones that lead tomorrow.
Moderator: Cara Lewis, Executive Vice President and U.S. Head of Agency Sales, TelevisaUnivision
Sponsored By:
3:30 p.m. to 4:05 p.m.
The Power of Skincare & Beauty in the Lives of Hispanic Women
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.
Moderator: Carla Kelly, SVP, Client Advocacy, Ad Sales Client Team, NBCUniversal
4:05 p.m. to 4:40 p.m.
The 20th Anniversary Edition: The 2026 HMC Strategic Excellence Award Winners
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
Sponsored By:
4:40 p.m. to 5:15 p.m.
The Hispanic Economy: 100% Essential to America's Future
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
5:15 p.m. to 5:20 p.m.
Closing Remarks
LOCATION
Convene Midtown West
117 West 46th Street
New York, NY 10036

Nearby Parking
- Icon Parking Systems 164 W 46th Street, New York, NY 10036 (46th Street between 6th and 7th Avenue) – (212) 997-9115
- Manhattan Parking at Times Square 120 W 45th Street, New York, NY 10036 (46th Street between 6th and 7th Avenue) – (212) 768-1502
Nearby Bus Stations
6th Avenue and 45th Street 7th Avenue and 47th Street
Nearby Train Stations
Times Square Station Bryant Park Station Rockefeller Center Station
Nearby Subway Lines
42nd St-Times Square Station
HOTELS
Hotels offering HMC attendees special group rate:
- Renaissance New York Times Square Hotel for 449.00 USD per night – Last Day to Book: Friday April 3, 2026
Book your group rate for Hispanic Marketing Council- HMC Annual Summit- April 2026
- The Iroquois New York for $315 USD per night – Last Day to Book: Tuesday, March 31, 2026
ONLINE REGISTRATION IS NOW OPEN!
Special Pricing
For groups of 4 or more or for undergraduate student rate:
For pricing, contact registration@
For media inquiries, contact jennifer@bigvoicecomm.com
* Photo ID will be required for each attendee when entering the venue and for collecting a badge onsite.
If you prefer to download the registration form as a PDF, click here.
For questions email us at: registration@
“HMC is committed to providing an inclusive environment and, in compliance with the Americans with Disabilities Act, will honor requests for reasonable accommodations made by individuals with disabilities. Requests can be served more effectively if notice is provided at least 8 days before April 22. Direct accommodation requests to Fulvia Lee at flee@hispanicmarketingcounci.org.”
* Cancellation, Refund & Substitution Policy
If circumstances change and you can no longer attend this summit, you may cancel your registration by providing written notice via email at registration@hispanicmarketingcouncil.org. Registrations may be refunded in full, if a cancellation is made in writing up to 50 calendar days prior to the in-person summit start date (3/03). A refund of all fees, minus a $100 administrative fee, will be given for cancellations received by March 20, 2026. Cancellations received after the cancelation cutoff date or nonattendance will NOT be refunded. Substitution of registrations may be made at any time up to the summit start date. All substitutions must be approved and will be at HMC discretion. Sharing of attendee badges/credentials is not permitted at any time.
Speaker Information
Jose Villa
President/Chief Strategy Officer
Sensis
A pioneer of multicultural digital marketing with over 26 years of experience, Jose Villa has a unique professional background that combines digital technology and advertising with economics, market research and strategy consulting. He founded Sensis in 1998 as one of the first digital agencies focused on the Hispanic market. Under his leadership, he has grown Sensis into the largest independent multicultural agency in the U.S.
Jose’s thought-provoking analyses of advertising at the intersection of technology and culture are published regularly on Axios, PR Week, Digiday, MediaPost and numerous industry trade publications. A thought leader in cross-cultural and modern marketing, Jose has co-authored multiple studies into the Hispanic market including the “Hispanic Millennial Project”, the “We are Gen Z” Report, the “Boomer Cultures Report” and the recently published “New Hispanic Immigrant” Report.
Court Stroud
Visiting Assistant Professor of Business - Entertainment Marketing
Marymount Manhattan College
Court Stroud serves as Visiting Assistant Professor of Business – Entertainment Marketing at Marymount Manhattan College. He also teaches as an adjunct at the NYU SPS Integrated Marketing & Communication MSc. program, Columbia, and his alma mater, the University of Texas at Austin.
Previously, he worked at Univision, Telemundo, Azteca, CBS Interactive, and several startups. The Texas native is the founder of boutique consulting and training company The Cledor Group, which counts among its past clients NBCUniversal, Sony, and the BBC.
Alexa Bosley
Vice President & Head of Coffee Marketing
Nestlé USA
Alexa Bosley is a senior leader at Nestlé USA who builds growth at scale by translating culture into commercial opportunity—without losing sight of the people it serves. With a deeply consumer‑ and brand‑obsessed mindset, she connects cultural insight, unmet needs, and the core essence of her brands into solutions that matter.
With more than two decades of experience across global consumer companies, most notably Procter & Gamble and Nestlé, Alexa has led large, cross‑functional organizations in some of the most competitive and culturally dynamic sectors of the marketplace.
Shaped by living and working across continents—and operating fluently across languages and cultures—Alexa enjoys the craft of connecting across difference, building brand relevance through earned clarity, trust built over time, and deep respect for people—not just design targets.
Her approach reflects a true general‑management mindset focused on sustainable growth and long‑term value creation. She is energized by uncovering new tensions, identifying unmet needs, and ensuring brands remain relevant in an ever‑evolving cultural landscape—where understanding people deeply is the most durable advantage any business can have.
Ronald Méndez
EVP Cultural Investment and Strategy Lead
WPP Media
Ronald Méndez is a seasoned leader in the multicultural marketing space, currently serving as EVP, Cultural Investment & Strategy Lead at WPP Media (formerly GroupM). With a career spanning over 25 years, Ronald has been at the forefront of shaping multicultural marketing strategies that resonate with New Majority audiences. His journey began at Conill Advertising, marking the start of a distinguished career dedicated to understanding and leveraging the cultural nuances that drive consumer behaviour.
In 2015, Ronald took on the role of Managing Partner, Multicultural Lead at MediaCom, a fundamental position within the WPP family. Here, he was instrumental in ensuring that clients grasped the significant impact of New Majority audiences on their business, both presently and in the future. His efforts were not only about representation but also about driving meaningful engagement across diverse audiences.
Ronald’s expertise and visionary leadership led to his promotion in 2023 to EVP, Cultural Investment & Strategy Lead. In this role, he is charged with a critical mission: to establish and steer the agencies toward a responsible media investment approach. This involves setting clear benchmarks based on client opportunities and empowering the planning and investment leadership to meet and exceed these commitments and goals. His work is pivotal in aligning investment strategies with cultural insights, thereby enhancing the agency’s impact on client success.
Before his tenure at WPP Media and MediaCom, Ronald was part of the founding team at 42 Degrees at Mediavest, where he dedicated over 13 years. He also led the multicultural practice at MPG and ventured into sales as multicultural business development at Starlite Media. Each role has underscored Ronald’s deep commitment to advancing multicultural understanding and representation in the media landscape.
Ronald Méndez’s career is a testament to his unwavering dedication to cultural investment and strategy. His leadership not only guides his teams and clients towards embracing diversity but also sets a benchmark in the industry for responsible and impactful media investment.
Yvette Baez
Head of Industry for Healthcare
Yvette Baez is Head of Industry for Healthcare at Google, leading Pharma and OTC/Consumer Health brands through the massive transformations happening in advertising and media. Yvette is also a Brand Evangelist for Google AI to drive conversations and build trusted partner relationships with the C-level audiences of the top 250 clients.
Prior to Google, Yvette spent 9 years at Univision, where she led a team dedicated to thought leadership in the development of insight-based Integrated Marketing and Branded Entertainment solutions for clients looking to leverage the power of the US Hispanic consumer opportunity.
Yvette received her MBA in Marketing from Clark Atlanta University and has over 15 years of Consumer Packaged Goods experience after starting her career in Brand Management at SC Johnson Wax and Johnson & Johnson and moving back east to Wyeth Consumer Healthcare and Moet Hennessy.
Yvette is a bilingual, first generation, American-born child of Dominican immigrants and a proud mom of two beautiful young women!!
Anthony Campanella
VP, Inventory Partnerships & Operations
Madhive
Ad tech veteran Anthony Campanella is currently VP, Inventory Partnerships & Operations at Madhive, and a seasoned leader specializing in programmatic strategy, revenue optimization, and operational scale. He has held senior roles across companies like Beachfront, PadSquad, and Venatus, where he drove programmatic revenue strategy and built high-performing supply and monetization frameworks. Anthony Campanella brings deep expertise in PMP-driven ecosystems, yield optimization, and end-to-end ad operations, consistently improving scale and efficiency. His work focuses on aligning inventory strategy with scalable demand, delivering measurable growth across CTV and digital media environments.
Adam Lee
Chief Business Development Officer
AdCellerant
Adam Lee has over 16 years of experience in advertising, digital marketing, and publishing, with a strong focus on multicultural and inclusive marketing strategies. Adam joined AdCellerant eight years ago to lead, build, and manage Techint Labs, a solution designed to support AdCellerant’s largest and most sophisticated partnerships. Throughout his career, Adam has helped brands and agencies connect with diverse audiences through culturally relevant, conversion-focused media, advanced analytics, and emerging advertising technologies that drive measurable, attributable results.
Before joining AdCellerant, Adam helped oversee Digital First Media’s Higher Education, Political, and Travel & Tourism advertising strategy, with an emphasis on audience segmentation and community-based outreach. He also managed The Denver Post’s retail advertising division for seven years, partnering with local and regional brands to expand their reach across Colorado communities.
Adam currently sits on the IAB Terms & Conditions Task Force and is an active member of the Hispanic Marketing Council, the Colorado Hospital Association, and the Colorado Bankers Association.
Adam lives in Boulder, CO, and is the father of two energetic sons (7 and 9) and husband to the wonderful and patient Dr. Samantha Lee. On any given weekend, you can find the Lee family enjoying all that Colorado has to offer.
David Sanchez
Director Acquisition & Multicultural Marketing
UnitedHealthcare Individual & Family Plans
David Sanchez is a multicultural marketing leader with more than 20 years of experience helping organizations authentically connect with diverse audiences—particularly the U.S. Hispanic community. He currently serves as Director of Multicultural Marketing and Acquisition at UnitedHealthcare, where he leads Affordable Care Act (ACA) strategies focused on building trust, expanding access, and delivering culturally relevant engagement across the consumer journey.
Throughout his career—working across both agency and brand-side roles—David has led award‑winning, high‑impact marketing initiatives for leading brands focused on the U.S. Hispanic market, including DishLATINO, Knorr, POND’S, and Allstate Latino. His work is grounded in culturally relevant storytelling and insight‑driven strategy that influence behavior and drive measurable outcomes.
David’s work has earned top industry recognition, including the Hispanic Marketing Council’s Strategic Excellence Award and AIMM’s Most Relevant Brand Campaign, and has been named a finalist in multiple HMC award categories this year. A recognized voice in multicultural marketing, David is passionate about bridging cultural gaps, strengthening trust, and advancing health equity through marketing that puts people at the center.
Monica Padilla
Brand Strategy & Paid Media
Covered California
Liliana "Lili" Gil
Co-Founder & CEO
Culture+ Group
Lili is a former corporate executive turned entrepreneur, Cultural Intelligence® expert, and television business commentator. An immigrant from Colombia, she came to the U.S. at 17 without speaking English with a suitcase and an American Dream. After a decade at Johnson & Johnson, where she pioneered multicultural marketing in the pharmaceutical sector and founded the Hispanic ERG HOLA, she co-founded Culture+ Group, an independent network of Cultural Intelligence® Companies helping brands grow with data, strategies and marketing to tap into high growth markets. She is on a mission to turn cultural trends into impact and profi ts across board rooms.
Culture+ Group specializes in business transformation, inclusive marketing, and AI-driven insights through its ecosystem of companies, including CIEN+, CIEN+Health, Human Dot Plus, and The Choice+. It has been listed three times by Inc. 5000 as one of America’s Fastest Growing Privately Owned Companies.
Lili is among the fewer than 2% of Latinas serving on a Fortune 500+ public board, as an independent director at the global lifestyle retailer Zumiez (NASDAQ: ZUMZ) and RCN Television (BVC: RCNTELEVI). She is also former Chair and now board member of the FRIENDS of the National American Latino Museum and is an investor and value creation partner at AUA Private Equity Partners.
Recognized for her impact, Lili has been featured by Inc., Forbes, Bloomberg, and Fortune and honored with awards including Inc. Magazine’s Top 500 Female Founders (2025), Top 101 Most Infl uential Latinos (2024), ALPFA’s 50 Most Powerful Latinas (2023), PRWeek’s Top 30 in Healthcare (2022), and U.S. Hispanic Businessperson of the Year, among others.She is also a philanthropist with Hispanic/ Latino focused scholarships at the Latin GRAMMY Foundation and Southwestern Adventist University.
She holds degrees from Southwestern Adventist University, the University of Colorado, and Harvard Kennedy School, where she served on the Women’s Leadership Board.
Jenny Lorenzo
Actor, Writer and Content Creator
Jenny Lorenzo is Cuban-American YouTuber and actress. She is mostly known for her YouTube sketches inspired by her Cuban heritage, and was one of the co-founders of BuzzFeed’s Pero Like.
Kevin Bosch
Digital Media Director and Producer
Kevin Bosch is a Venezuelan/Colombian-American writer, director, and producer based in Los Angeles, working primarily in digital media with a focus on culturally specific comedic storytelling, spanning short films, sketch comedy, and podcasts. He is the co-creator/writer/director of the long running comedy webseries Abuela’s Family, about an eccentric multigenerational Cuban family in Miami. Kevin has also produced digital and TV ad campaigns for major brands such as Amazon, Microsoft, DiGiorno, Crest, TurboTax, Snickers, Chevrolet, and CVS Health. His projects have screened at film festivals nationwide, some now available on select streaming services, and he is currently developing original work for television.
Gonzalo Del Fa
President
WPP Media
As president of WPP Media (formerly GroupM Multicultural), Gonzalo Del Fa plays a key role in all aspects of multicultural marketing, diverse media, and inclusive investment efforts across WPP Media. In his role, he provides clients across WPP Media’s Mindshare, Wavemaker, and EssenceMediacom agencies with dynamic guidance and strategic programs to support endemic and diverse-owned media.
He’s been recognized as one of the most influential Latinos in New York by El Diario (2018), named one of the 20 Most Influential Latinos in Marketing and Media (2022), and recognized as an Icon by the Ad Club of NY (2023). Over the past decade, he has also been nominated for or been the recipient of numerous accolades including Media Maven of the Year (2014), Crain’s Visionary Award (2016 nominee), Executive Leadership Award (2017), and AdWeek Stellar Marketing Execs of the Year Awards (2019).
Del Fa first joined the WPP family in 2003 as managing director of MEC Argentina. In addition to his role at WPP Media, he is the past-chairman of the Hispanic Marketing Council. Prior to joining WPP Media, Del Fa worked at American Express Argentina, BBVA, Hachette Filipacchi, and Editorial Televisa.
Greg Knipp
CEO
Dieste
Cristina Schwarz
President and General Manager
Telemundo 47 New York / WNJU
Jessica Santiago Byrd
Senior Manager, Growth & Multicultural Marketing
IKEA
Jessica Santiago Byrd is a growth-focused marketing leader known for translating cultural insight into business impact. At IKEA U.S., she leads multicultural marketing strategy, driving integrated campaigns that connect with diverse audiences and fuel brand and sales growth.
Her work, including the award-winning “Como Tú Le Digas” campaign has been recognized by Effie, WARC, and the Hispanic Marketing Council. Jessica is a strong advocate for embedding cultural relevance into the core of modern marketing to unlock growth.
Stephanie Eaddy
Cultural Marketing Lead
The Coca-Cola Company
Stephanie Eaddy is the Cultural Marketing Lead for the North American Operating Unit at The Coca-Cola Company where she develops marketing strategies and programming to authentically connect with a growing diverse consumer population. In her role, she builds capabilities across the marketing department to foster deeper understanding across a variety of cultures, enabling better marketing in a multicultural world. She brings a well-rounded strategy and communications background to the role, having worked on some of the most integrated and complex programs at The Coca-Cola Company during her tenure. As the Global Coca-Cola Brand Director, she drove growth through recruitment programs that leverage gaming and music passion points. Prior, she defined the Global Beverage Growth Strategy as the Global Growth Director on the McDonald’s Customer Team. Stephanie built her marketing career as a digital marketing expert, working on groundbreaking new mediums and established demand generation platforms and practices ahead of their time in the telecommunications space.
Stephanie is a mother and wife who enjoys experiencing new cultures through travel and food, and can be found enjoying the outdoors or taking in the arts as often as possible.
Arlenis Almonte
Principal Program Lead - Performance Marketing, Multicultural
Chick-fil-A, Inc.
Arlenis Almonte is a brand marketer specializing in advertising strategy and multicultural consumer engagement. She leads end-to-end integrated marketing campaigns at Chickf il-A, creating culturally relevant, insight-driven work that connects authentically with diverse audiences and drives business impact.
Prior to Chick-fil-A, she led strategy and execution across brands including MetLife, Target, and CoverGirl. Her expertise spans brand strategy, product innovation, and ethnographic research—uncovering cultural behaviors, linguistic nuances, and emerging trends that inform campaigns across TV, digital, and print.
Arlenis is known for translating cultural insight into scalable marketing strategies, helping brands move beyond representation to true resonance with Hispanic and multicultural consumers.
She holds an MBA from Duke University’s Fuqua School of Business and a Bachelor of Science in Marketing from Bentley University. She is also a Management Leadership for Tomorrow (MLT) Fellow, Forté Foundation Fellow, and Echoing Green Direct Impact Alum.
Tony Gonzalez
CEO & Co-Founder
Mundial Media
Tony Gonzalez has 15 years of experience leading technology companies from formation to exit. He is currently CEO and Co-Founder of Mundial Media, a contextual marketing automation platform focused on multicultural audiences in the U.S. Mundial Media is an NMSDC-certified minority-owned and operated business with offices in Santa Monica, California, and Palo Alto, California.
Previously, he was the Founding President at H Code Media, Inc. (AKA My Code Media). He led strategic initiatives to scale revenues and achieve profitability through technology enablement, endemic market know-how, and financial engineering. The company took a significant investment in August 2021 by a lower middle-market private equity firm. He led the sell-side process along with Canaccord Genuity and Cooley LLP.
Prior to H Code Media, he was Head of Corporate Development at Tremor International (NASDAQ: TRMR), a publicly listed online advertising company based in San Francisco, California. He led growth initiatives, including acquisitions, investments, and joint ventures, and oversaw three acquisitions and one divestiture.
He joined Tremor International through the acquisition of Lyfe Mobile, a mobile demand-side platform (DSP), where he held the position of Co-Founder and CEO. He led the sale of the company to Tremor, which represented a 20x MOIC to shareholders.
Before founding Lyfe Mobile, he was Director of Mergers and Acquisitions at Leaf Group (NYSE: LEAF). He worked directly for the Company’s Co-Founder and Head of M&A in a corporate development role to execute strategic acquisitions and investments.
Previous to Leaf Group, he was a Family Office Private Equity Associate, where he supported a former PriceGrabber executive in evaluating venture capital and private equity investments in the digital media and marketing automation space.
Tony also co-led Strategic Planning and Corporate Development efforts at PriceGrabber.com, which was acquired by Experian (LSE: EXPN). PriceGrabber was sold to Experian Interactive for $485M in an all-cash transaction (20x EBITDA).
He was also an investment banker at UBS Investment Bank and Goldman Sachs. He holds an A.B. in Politics from Princeton University. He has also completed executive education courses at Stanford University Graduate School of Business.
Jose Garcia
Fan Growth Marketing Manager
The Dallas Cowboys
Jose Garcia is a marketing leader specializing in fan growth and brand strategy, with a focus on Hispanic, female, and youth audiences. His recent work with the Dallas Cowboys and Texas Rangers includes award-winning campaigns, record-setting fan events, and deep collaborations with artists and tastemakers that bridge sports, music, and fashion.
Andres Chacón
Director of Streaming and Social
NBCUniversal Telemundo Enterprises
Andres Chacón is the Director of Streaming and Social at NBCUniversal Telemundo Enterprises, where he leads Telemundo Deportes’ digital strategy and multiplatform initiatives that bring some of the world’s most iconic sporting events to life.
With more than 15 years of experience in sports marketing and media, Chacón has spearheaded award-winning campaigns across the FIFA Men’s and Women’s World Cups, Olympics, Super Bowl, Premier League, Liga MX, and other marquee properties. His work has been recognized with Effie, Promax, and Clio awards, underscoring his ability to craft innovative strategies that resonate with bilingual and multicultural audiences.
Chacón joined Telemundo after holding leadership roles at FOX Deportes, FOX International Channels, Epson, and Bally Technologies, where he drove groundbreaking campaigns across the U.S., Latin America, and Europe. Among his pioneering achievements, Chacón developed the first-ever Augmented Reality (AR) campaign by any broadcaster to promote a FIFA World Cup — a finalist at the Auggie Awards — and spearheaded FOX Deportes’ groundbreaking social media voting campaign, the first ever by a Spanish-language network in the U.S. The initiative gave fans unprecedented power to decide which matches would air on television, allowing them to directly influence programming — a level of control still unmatched in the industry. At Telemundo, he was instrumental in making Super Bowl LX the most-watched NFL game ever in Spanish and the FIFA World Cup Qatar 2022 final the most-streamed soccer
match in U.S. history, regardless of language.
Originally from Bogotá, Colombia, Chacón moved to the United States at age 14. A lifelong
soccer player, he earned All-State honors in Nevada before competing in Division I collegiate
soccer. He holds a bachelor’s degree in International Business with a concentration in
Marketing from the University of Nevada, Las Vegas.
Karina Martinez
CEO and Co-Founder
DRAFTED
Karina Martinez is the Co-Founder and CEO of DRAFTED, the leading media Latina sports culture platform since 2023. With a background shaped by her Paraguayan roots, Cuban-American upbringing, and identity as a queer Latina, Karina brings a unique, nuanced perspective to her work.
A seasoned entrepreneur and two-time founder, she specializes in building companies that serve under-celebrated communities through storytelling and inclusive business strategies.
Named one of HOLA Magazine’s Top 100 Powerhouse Voices in 2024, Karina is recognized for driving cultural innovation and meaningful representation in the sports industry.
Stephen Paez
EVP, Cultural Investment and Innovation
Publicis Media Exchange (PMX)
In his current role, Stephen Paez oversees cultural investment and innovation for Publicis Media Exchange (PMX), helping to guide Publicis Media’s agencies in strategic investment, partnerships and innovative solutions that connect brands with multicultural audiences, drive diverse investment growth and foster greater accountability. He is also a key contributor to Publicis Media’s multicultural arm, Cultural Quotient – the largest cultural digital investor in the U.S.
With over two decades of experience in marketing, Paez continues to be a driving force in shaping the future of advertising and media. While at Publicis Media, he has developed a robust go to market strategy that delivers across the diverse media ecosystem and has secured YOY growth within diverse media. His visionary approach, coupled with his profound insights into the nuances of diverse audiences, has enabled him to navigate the intricate web of multicultural advertising, cementing his reputation as a trailblazer in the industry.
Paez also led the framework, development, and execution for multicultural strategy across all clients at Publicis Media agency Spark Foundry, which included KFC, Mondelēz, Taco Bell and Molson Coors, to name a few. Prior to Spark, Paez was at OMD where he launched the Latino offering for the Central region. He has also held roles at MGS Communications and mun2.
Paez received his bachelor’s degree from Florida International University.
Molly Battin
Senior Vice President and Chief Marketing Officer
The Home Depot
Molly Battin is The Home Depot’s SVP and Chief Marketing Officer. In this role, she is responsible for The Home Depot’s branding, marketing strategy, personalization efforts and the company’s retail media network, Retail Media+.
Molly joined The Home Depot in 2022 and prior to joining the company has held executive leadership roles across prolific brands like, Coca-Cola, Warner Media and Delta Airlines. During her time at Delta, she led global corporate brand strategy and brand management across the company. Her oversight included the global company’s cross-functional marketing strategy and channels.
Molly is a Fellow of the Women in Cable Telecommunications (WICT) Betsy Magness Leadership Institute and was named the 2018 WICT Southeast Woman of the Year. She’s currently on the advisory board for Imagine It! The Children’s Museum of Atlanta, a member of the Leadership Atlanta Class of 2018, and a member of the Agape advisory board. Outside of work, Molly is a proud wife and mother of three children, an avid runner and a triathlete. Molly earned a bachelor’s degree from Princeton University and an MBA from Northwestern University.
Cara Lewis
Executive Vice President and U.S. Head of Agency Sales
TelevisaUnivision
Cara Lewis is Executive Vice President and U.S. Head of Agency Sales at TelevisaUnivision, the world’s leading Spanish-language media company. In this role, she leads the agency sales and strategic partnerships team, driving forward momentum and innovative solutions that enable advertisers to effectively connect with the U.S. Hispanic audience through impactful video advertising.
Prior to joining TelevisaUnivision, Lewis served as Chief Investment and Activation Officer for dentsu’s media service line, where she led the transformation to break silos behind all media channels including video, radio, OOH, print, digital and programmatic, paid social, search, and retail media. She also oversaw disciplines across brand assurance, economic empowerment, productivity, sports, research and insights, and business transformation and strategy. She rose through the ranks at dentsu since 2010 and managed $22B in annual investments for all dentsu’s media clients in the US market, overseeing all U.S. investment activities including publisher direct media, biddable media, research, economic empowerment, productivity and strategic partnerships. Lewis was tasked with maximizing efficiencies for her clients by leveraging the collective buying power of dentsu and delivering innovative solutions that address the changes in the media landscape.
Her media career spans 25+ years, with five years of direct-to-consumer experience between two of the biggest pharmaceutical companies (Pfizer and Glaxo SmithKline), as well as a strong background in packaged goods, retail and auto, working on the SC Johnson, Sears and General Motors business for over 16 years, in addition to a handful of travel accounts. Her past agency experience includes MediaEdge, TN, Initiative, MPG and dentsu.
Lewis has been recognized with numerous accolades throughout her career. In January 2026, she will receive Givsly’s 2026 Impact Achievement Award. In 2025, she was awarded with the She Runs It Game Changer Award for No Apologies and in 2024, she was celebrated as a Young Audiences of New York honoree. Her achievements in 2023 included being named a Campaign U.S. Inspiring Women and Women in Media & Marketing honoree. In 2022, she was honored at the Partnership with Children Gala. Her 2020 recognitions included Cynopsis’ Top Women in Media: Industry Leader and She Runs It Working Mother of the Year. In 2019, she was celebrated at The Valerie Fund Thanksgiving Gala for her contributions to the cause. Earlier in her career, she was an honoree at Coaches vs. Cancer, and she also received a 5th Dot Award at her previous agency.
Sandra Villarreal
General Manager, Garnier, Thayers and Softsheen Carson USA
L’Oreal
Carla Kelly
SVP, Client Advocacy, Ad Sales Client Team
NBCUniversal
In this role, Carla leads the Client Advocacy Team, playing an integral part in the development of NBCUniversal’s inclusive sales strategy. She works with clients and agency partners to help leverage the power of inclusive audiences as a growth engine for the future.
Prior to joining NBCUniversal, Carla spent over 25 years in consumer marketing and strategy, where she helped deliver profitable growth for global consumer product businesses. Carla worked at Colgate Palmolive, Nabisco Foods, Nestle Foods, and Andersen Consulting.
Carla is an active participant in NBCUniversal’s and the larger industry’s focus on elevating and cultivating an inclusive advertising ecosystem. She works with industry partners to drive thought leadership initiatives and elevate advertisers focus and investment in inclusive growth initiatives.
Carla received her undergraduate degree from Cornell University and her MBA from the Fuqua School of Business, Duke University.
Stephanie Eaddy
Cultural Marketing Lead, North American Operating Unit
The Coca-Cola Company
Stephanie Eaddy is the Cultural Marketing Lead for the North American Operating Unit at The Coca-Cola Company where she develops marketing strategies and programming to authentically connect with a growing diverse consumer population. In her role, she builds capabilities across the marketing department to foster deeper understanding across a variety of cultures, enabling better marketing in a multicultural world. She brings a well-rounded strategy and communications background to the role, having worked on some of the most integrated and complex programs at The Coca-Cola Company during her tenure. As the Global Coca-Cola Brand Director, she drove growth through recruitment programs that leverage gaming and music passion points. Prior, she defined the Global Beverage Growth Strategy as the Global Growth Director on the McDonald’s Customer Team. Stephanie built her marketing career as a digital marketing expert, working on groundbreaking new mediums and established demand generation platforms and practices ahead of their time in the telecommunications space.
Stephanie is a mother and wife who enjoys experiencing new cultures through travel and food, and can be found enjoying the outdoors or taking in the arts as often as possible.
Luis Miguel Messianu
Founder-President-Chief Creative Officer
MEL
Luis Miguel Messianu has played a respectable and influential role in the most important developments in the U.S. multicultural market during an advertising career that spans over three decades. Born to Romanian parents and raised in Mexico City, he has worked in both the Latin American and U.S. Hispanic markets. His professional trajectory is defined by a conscious effort to help pioneer the melding of marketing niches into a nuanced and evolving market. His award-winning work for multinationals such as McDonald’s, State Farm Insurance, Clorox, MolsonCoors, Sprint, Pepsi, among others, is a testament to that effort. Luis Miguel Messianu is an innovator, a mentor, and an example followed by many distinguished professionals in the multicultural marketing community.
Luis Miguel had the foresight to target this vast and untapped market. In 1994 he started his own Hispanic agency, winning soon after the McDonald’s and State Farm Insurance accounts. Twenty nine years and numerous award-winning campaigns later, both clients still trusted their multicultural strategy to Luis Miguel’s previous creative shop, called alma. alma is a modern culture marketing agency known for highly effective, award-winning segment-led creative campaigns, with a broad roster of clients, including McDonald’s, MolsonCoors, PepsiCo, Wells Fargo, CVS Health, Google, State Farm and others. Under his watch the agency fueled exceptional business growth through creativity, earning 37 Cannes Lions and 30 Effie Awards, as well as numerous Radio Mercury, One Show, Clio, ANA, and New York Festival Awards. alma was named to Ad Age’s prestigious A-List seven times and earned “Agency of the Year ” titles from El Ojo, El Sol, and FIAP.
In 2015, ADCOLOR named Luis Miguel Legend Honoree in celebration of his achievements in diversity through his career, and in 2016 he was selected as juror for the Radio Category at the Cannes Lions Advertising festival, he was invited back in 2022 as a juror for the Sustainable Development Goals category. In 2019 he was inducted into the CMC Advertising Hall of Fame, one of the highest recognitions in the multicultural industry.
He has always been passionate about mentoring and educating a new generation of Multicultural advertising professionals, and has been a member of the Miami Ad School Board and faculty since the school’s inception. He is a professor at the School of Communications at the University of Miami. Luis Miguel was also one of the founders of the US Hispanic Creative Circle more than two decades ago, was elected its first President.
He completed with honors his Executive MBA at the Berlin School of Creative Leadership.
From February 2022 to July 2023, he was DDB’s Global Chief Creative Officer for the McDonald’s account. Messianu oversaw the creative output of the McDonald’s brand across 46 markets, where the DDB network is responsible for the account. He split his time between his role as Founder and Chairman of alma and the global position within DDB for McDonald’s.
In June 2023 he left DDB and alma, the agency he founded,and launched a Multicultural Creative Content Consultancy under the name “Included” going back full circle as a creative entrepreneur who really loves to build cultures and companies from scratch. Soon after he engaged in conversations with Pete Lerma and Richard Edelman, who wanted to partner with him, which in turn are now giving birth to MEL. MEL is a leading culture-forward integrated creative agency committed to going beyond conventions to elevate the connection between people and brands. MEL specializes in developing communication for diverse communities that comprise modern culture., and scales capabilities to build bespoke solutions for clients to help them unlock brand and business growth. The agency has a presence in Miami, New York and Dallas. Their clients include P&G, NFL, Remy Martin, Aaron’s Furniture, Brandsmart and Centenario Tequila from Proximo Spirits. This new enterprise is allowing him to recommit to his personal and professional mission of helping dignify and elevate the presence of Latinos in the U.S.
José A. Jurado, PhD
Senior Research Economist, L. William Seidman Research Institute
Arizona State University
Dr. José Jurado Vadillo is a Senior Research Economist at the Seidman Research Institute. An experienced college instructor, Dr. Jurado originally joined Seidman as a Research Economist in February 2023, moving from Carnegie Mellon University, where he worked as a postdoctoral research fellow.
Dr. Jurado has organized and participated in large research projects that quantified the far-reaching economic costs posed by drug-trafficking organizations and drug violence. He has also investigated the role that race plays in the decision to escalate the use of force by U.S. law enforcement.
Previously, Dr. Jurado worked as an economist at Banco de México’s research division. He supported the monetary forecasting capabilities of the Central Bank, and assisted in relevant policy research.
Projects Dr. Jurado has participated in include the role of credit in the economic growth of the country, the contribution of federal subsidies to home ownership, and the drivers of money growth, among others.
He is passionate about U.S.-Mexico bilateral security issues, racial disparities in policing in the U.S., and the links between economic conditions in the U.S. and remittances from Mexican migrant workers.
Dr. Jurado earned a Ph.D. in economics from Brown University in 2021.
He has been awarded first place in the 2022 edition of the Victor L. Urquidi prize in economics for best research paper focused on Mexico.
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