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Hispanic Retail 360


We are building the 2015 Multicultural Retail 360 agenda and it is shaping up to be the best program yet! To build this program, Multicultural Retail 360 is now accepting proposals for speakers. As a speaker, you have the opportunity to showcase your most successful business stories and innovations, and position yourself as a thought leader among industry peers. Speakers should be prepared to provide insights and examples of best retail practices for merchandising and marketing to important demographic and cultural segments of the U.S. population, including Hispanics, African-Americans, Asian-Americans, bi- and multi-culturals, and other emerging ethnic and cultural consumer groups.

Special preference will be given to retailer-presented or retailer co-presented case studies.

Possible educational sessions could include the following topics:

  • A 360-degree view of the changing American consumer and what that means for the retailing industry
  • Retailer Roundtable: A grocer, a convenience store, a department store and a specialty store retailer discuss examples of successful multicultural merchandising and marketing strategies
  • Distributor Roundtable: Ethnic distribution specialists discuss new product launches, perishables, segregated vs. mainstreamed merchandising, and educational support at retail
  • What’s the right digital strategy for a retailer in today’s multicultural America?
  • Hispanic multi-culturals: how to reach them with mobile media
  • African-American women: an untapped opportunity for retailers
  • De-mystifying the many different Asian-American cultures
  • The growing market for Kosher food in the U.S.
  • LGBT: Social networking and other emerging opportunities
  • Building cross-over programs across General and Multicultural markets
  • Marketing to Hispanic holidays; African-American holidays; Asian-American holidays, etc.
  • Customer service strategies to serve a diverse customer base
  • The best in store design and interior signage to meet the needs of a multicultural consumers
  • How-to-do effective community outreach to various ethnic groups
  • In-depth market focus – an examination into a geographic market where the ethnic mix has or is changing rapidly
  • The most effective ethnic TV, radio ads
  • Marketing to various generations of guests.
  • How to market to one multicultural consumer base without alienating others.

For more details and to make a submission, please contact either Editorial Director Don Longo at or Content Director Debby Garbato at

See below for the 2014 agenda. Check back regularly for 2015 updates!


Click to view agenda as a PDF

Wednesday, August 13

8:00 am - 12:00 pm Registration Desk Opens

10:30 am - 3:00 pm

Optional Cultural Immersion Tour
Optional Activity. Pre-registration required.
2:30 pm Registration Desk Reopens
3:00 - 4:00 pm HR360 Solution Center Opens
4:00 - 4:15 pm Welcome Address
Don Longo, Editorial Director, Hispanic Retail 360, Stagnito Business Information
Wednesday Emcee – Armando Martin, CEO, XLEdge
4:15 - 5:00 pm Opening General Session:
Beyond the Total Market Strategy: Engaging the Evolving Hispanic Consumer

Juan Carlos Davila, Senior Vice President & General Manager of Hispanic Market, Nielsen
5:00 - 5:45 pm

General Session 2:
2014 Latino Consumer Diversity: A Crossroads of Opportunities for Grocers
Moderated by: Rick Parra, Director Hispanic Market – Retail, Nielsen

Tom Herman, Senior Vice President of Center Store, Northgate Gonzalez Market
Angel Colon, Director, Multicultural Development, Kroger (HR 360 co-chair)
Javier M. Delgado-Granados, Director of Marketing, Walmart (HR 360 co-chair)

Sponsored by:


5:45 - 6:30 pm General Session 3:
Way Beyond Buzz: Making a Cultural Connection that Results in Sales

Andrew Gamm, Brand Director, Pizza Patrón
6:30 - 7:45 pm

Opening Network Reception in HR360 Solution Center

Sponsored by:

Thursday, August 14

7:15 - 8:00 am

Continental Breakfast in HR360 Solution Center

Sponsored by:

8:00 - 8:15 am Introduction to Day 2
Thursday Emcee – Marie Quintana, President, Tu Familia, Inc.
8:15 - 9:00 am Keynote Address:
How Curacao, the Innovative and Trendsetting Retailer, Captures the Hispanic Market

Jerry Azarkman, Chief Marketing Officer, Curacao Department Stores
9:00 - 9:45 am General Session 4:
Connecting with Hispanic Shoppers through the Independent Grocery Channel

Moderated by: Nancy Lopez-Pedroza, Regional Marketing Manager, Unified Grocers

Beto Chavez, General Manager, Chavez Supermarket
Hector Gonzalez Jr., Category Director, Northgate Markets
Omar Milbis, Vice President of Sales & Marketing, Rio Ranch Market
9:45 - 10:15 am Networking Break in HR360 Solution Center
10:15 - 11:00 am General Session 5:
Subway's Innovative Approach to Engaging the Hispanic Market

Don Fertman, Chief Development Officer, SUBWAY, Franchise World Headquarters, LLC
11:00 - 11:45 pm  General Session 6:
Engage Bicultural Latinos and Watch Them Flourish – Turning a Job Into a Retail Career

Mariela Dabbah, CEO, The Red Shoe Movement: Women Supporting Women for Career Success
11:45 - 12:30 pm

General Session 7:
How Hispanic Retail Advertisers Are Succeeding with Mobile
Mike Reid, Executive Director, Multicultural Sales, Pandora
Yousef Kattan, President-Ceo truMC
Tomas Martinez, Director Multicultural, MediaVest – Walmart

Sponsored by:

12:30 - 1:30 pm Networking Lunch
1:30 - 2:00 pm Dessert Reception in HR360 Solution Center
2:00 - 2:45 pm Concurrent Sessions – A, B, C, D, and Working Group 1

Concurrent Session A:
The Total Market and Multicultural America

David Morse, President & CEO, New American Dimensions
Kartik Pashupati, Senior Manager, Research Methods & Analystics, Research Now

Concurrent Session B:
Engage Bicultural Latinos and Watch Them Flourish – Turning a Job Into a Retail Career

Mariela Dabbah, CEO, The Red Shoe Movement: Women Supporting
Nicolas Medina, Global Standards & Practices Manager, Convenience Retailing, Exxon Mobil

Concurrent Session C:
From Total Chaos to Total Market: Unlocking & Unleashing Insights

Becky Arreaga, President, Mercury Mambo

Concurrent Session D:
A Total Market View: Convergence and Divergence
Francisco Ortiz, Vice President of Client Service, Catapult Vista

Working Group 1:
How to Sell to a Millennial Generation: A Retail Social Media Case Study

Carlos Gil, Senior Manager, Digital Marketing, Save-A-Lot Stores
2:45 - 3:15 pm Networking Break in HR360 Solution Center
3:15 - 4:00 pm

Concurrent Sessions – E, F, G, H, and Working Group 2

Concurrent Session E:
Understanding the Hispanic Shopper: New Insights from Eye-Tracking Research

Scott Young, President, Perception Research Services (PRS)

Concurrent Session F:
Winning with the Total Market through Culture

Frenchie Guajardo, Executive Vice President, Shopper & Digital Marketing, MarketVision

Concurrent Session G:
Understanding & Managing Hispanic Shopping Journey via Omni-channel Marketing

Jorge Martinez, Director, LatinoEyes, C+R’s Hispanic Research and Consultancy Division

Concurrent Session H:
Tapping the Total Market's Healthy Living Movement - Leveraging Similarities & Nuances

Carlos Santiago, Chief Strategist, Santiago Solutions Group (SSG)
Juan Sebastian Ovalle, Director Insights & Predictive Analytics, SSG

Working Group 2:
Brewing up a Successful Cross-Cultural Social Media Campaign

José Villa, Founder and CEO, Sensis

4:00 - 4:30 pm Networking Break 
4:30 - 5:15 pm Concurrent Sessions – I, J, K, L and Working Group 3

Concurrent Session I:
Hispanic Shoppers on the CulturEdge

Guy Garcia, President, New Mainstream Initiatives, EthniFacts LLC

Concurrent Session J:
Filling the Hispanic Data Knowledge Gap

Dr. Jake Beniflah, Executive Director, Center for Multicultural Science
Marie Quintana, President, Tu Familia, Inc.

Concurrent Session K:
Making Music and Scoring “Gols” at Retail
Nelson Albareda, Founder and CEO, LTE Group

Concurrent Session L:
Mobile Is Social. Social Is Mobile
James Briggs, CEO, Briabe Mobile

Working Group 3:
The Weird, Wild, World of New Hispanic Marketing Trends

Manuel Delgado, CEO, Agua
5:15 - 6:30 pm

Networking Cocktail Reception

Sponsored by:

Friday, August 15

7:45 - 8:30 am

Continental Breakfast in HR360 Solution Center

Sponsored by:

8:30 - 8:45 am Introduction to Day 3:
Friday Emcee – José Espinoza, US Hispanic Market and Mexico Brand Lead, The Mcllhenny Tabasco Pepper Sauce Co.
8:45 - 9:30 am General Session 8:
From Janitor to VP: One Latino's Journey

Richard Montañez, Vice President, PepsiCo
9:30 - 10:15 am General Session 9
Bicultural Latinos: What Makes Them Different and Why Does That Matter to You

Darren Seifer, Food & Beverage Industry Analyst, The NPD Group
Terry Soto, President and CEO, About Marketing Solutions, Inc.
10:15 - 10:45 am Networking Break in HR360 Solution Center
10:45 - 11:30 am General Session 10
Embracing the Hispanic Community Involves More Than Selling Products – It’s Goodwill!
Michael Meyer, Vice President of Donated Goods and Retail, Goodwill Industries
Evette Rios, National Latina Spokesperson, Goodwill Industries International

Maria Yactayo, Hispanic and Immigrant Services Program Manager, Goodwill Industries International
Rachel Morales, Manager, Marketing and Brand Development, Goodwill Industries International
Michael Zahn, Director of Marketing, Goodwill Industries of San Antonio
11:30 am - 12:15 pm From Idea to Execution: How Anheuser-Busch Brings Hispanic Connection Strategies to Life
Ryan Garcia, Vice President, Regional Marketing, Anheuser-Busch
Elena Sotomayor, Executive Vice President, Marketing and Sales, Cardenas Marketing Network
12:15 - 12:30 pm Closing Remarks



2015 Sponsors

Advisory Board Members
Jim Hendrickson,
Manager, Market Research,
Tracy Galindo,
Multicultural & Specialty Marketing Consultant,
Albertsons Southern California and Jewel-Osco
Marco Orozco,
Director, Hispanic Initiatives SW,
Best Buy

Andrea Rodriguez,
Sales & Marketing Manager,
Bi-Lo Holdings, LLC / Winn-Dixie
Donna Sanker,
Vice President of Marketing, BP/ACRO/ampm
Cecilia Perez,
Director of Mulitcultural Marketing, Chevron Corp.
Nicolas Medina,
Global Standards & Practices Manager, Convenience Retailing, ExxonMobil
Jamie Franck,
Assistant Vice President, Operations,
HyVee Supermarkets
Angel Colon,
Director, Multicultural Development,
Kroger (MR 360 co-chair)
Elio Valenzuela,
Hispanic Category Manager,
Kum & Go
Jenalee Celments,
Senior Customer Insights & Marketing Manager,
Javier Delgado-Granados,
Senior Marketing Manager,
Walmart Stores, Inc
(MR 360 co-chair)

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