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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! The Multicultural Retail 360 Summit will address the issues retailers face in identifying, segmenting and selling to multicultural shoppers, while also providing strategies that help assure they have the right product mix and marketing messages for all customers at each of their stores.

First session announced! Supplier Diversity the Missing Link:  When Multicultural Marketing and Merchandise Programs Aren’t Enough. 

  • Speakers: Armando Martin, CEO, XL Edge
  • Rona Fourté: Director, Supplier Diversity, Walgreens
  • Reuben Shaffer: Chief Diversity Officer, Kroger
  • Michael Byron: Senior Director, Supplier Diversity, Walmart

Join our panel of industry leaders as they present their views and discuss why corporate America is so reluctant to change…and why the answer isn’t always a  :30 second commercial, planogram or social media campaign.

The panelists will explore the issues that hinder multicultural initiatives from moving forward. Sustainable change doesn’t come without internal changes (diversity) and aggressive outreach to enlist minority vendors (supplier diversity). Diversity is becoming such a lightning rod of controversy on the nightly news and blogs; Americans have expressed more interest in the racial/gender divide discussion. Reuben and Mike have the seniority, passion, wisdom and tact to help lead a discussion on what diversity means in corporate America, and how we can discoveruntapped profits by opening doors for everyone. 

Cultural Immersion Tour

The not-to-be-missed tour is a facilitated visit to retail locations that are best-in-class at meeting the needs of ethnic consumers. This year’s tour will interact with leaders at a selection of Hispanic- and Asian-focused general merchandise and grocery retailers in Southern California. Confirmed stops include Curacao, a Hispanic Department Store, and Store King, a Hispanic grocery store.

Other Highlights

  • General sessions from top retailers and researchers will offer insights and forecasts into best practices for strategy and implementation on marketing, merchandising, category management and more for multicultural consumers.
  • Breakout sessions will focus on Hispanic, African-American, Asian-American segments and other niche markets featuring opportunity for retailers and manufacturers.
  • Extensive time for networking and connecting at sponsored receptions, luncheons and breaks.


Program at a Glance


Wednesday, August 12

10:30 a.m. – 3:00 p.m.           

Cultural Immersion Tour: A retailer insider’s tour of Curacao, Tawa 99 Ranch and Super King

This year’s guided store tour on August 12 is a true multicultural tour de force, with scheduled visits to leading Hispanic, Asian and multicultural-focused retailers in the southern California market. Led by experienced executives from Unified Grocers, the largest retailer-owned wholesale grocery cooperative in the Western United States, our tour will visit Curacao, the No. 1 Hispanic-focused electronics and home furnishings department store, Tawa 99 Ranch, a leading Asian-American grocery retailer, and two outstanding independent Latino-focused supermarkets, Super King and Superior. Sign up today!

4:00 p.m. – 6:30 p.m.             

Welcome Address and General Sessions

The Multicultural Edge: Rising Super Consumers, a new Nielsen research report

Supplier Diversity the Missing Link: When Multicultural Marketing and Merchandise Programs Aren’t Enough

  • Armando Martin, CEO, XL Edge
  • Rona Fourté: Director, Supplier Diversity, Walgreens
  • Reuben Shaffer: Chief Diversity Officer, Kroger
  • Michael Byron: Senior Director, Supplier Diversity, Walmart

6:30 p.m. – 7:45 p.m.             

Opening Networking Reception



Thursday, August 13

8:00 a.m. – 9:00 a.m.            

Keynote Address: The NFL’s Playbook for Multicultural Success

Marissa Fernandez, Director, Fan Strategy & Marketing, National Football League

9:00 a.m. – 12:30 p.m.        

9:00 a.m.

General Sessions

Recap of the Cultural Immersion Tour Manual Delgado, Unified Grocers

Connecting the Best of Both Worlds: Case Studies of Ethnic Products Crossing Over to the General Market
Integration: Diversity as Business Strategy

12:30 p.m. – 2:00 p.m.           

Networking Lunch & Dessert

2:00 p.m. – 2:45 p.m.

Concurrent Sessions:

Latino Cultural Value Dimensions and Their Influences in the Path-to-Purchase

John Burn, Head of Cross-Cultural Practice at Geometry Global (a WPP company).

Using Storytelling to Connect with Women of Color
Derrick M. Guest, CEO, Griot’s Roll Film Production & Services

Understanding Asian-American Culture and Language for Retail Sales Growth
Lan Bercu, founder and president, Lead Across Cultures, International

Loyalty Marketing: Using Customer Data to Impact Your Multicultural Shopper

Interactive small group discussion

3:15 p.m. – 4 p.m. :

Reaching Hispanic Consumers Through the Power of Audio
Hispanic Millennial Project: Food, Beverage & Alcohol

Hispanic Track

African-American Track

Asian-American Track

Research and Niche Markets Track

Interactive Small Group Discussion

6:15 p.m. – 7:15 p.m.

Networking Cocktail Reception



Friday, August 14

8:30 a.m. – 12:30 p.m.           

General Sessions

Key Ethnic Categories That Have Crossed Over to the General Market

Brookshires’ 360 Multicultural Approach

  • Juan Cruz, Multicultural Category Manager, Brookshire’s
  • Rubi Hurtado, Training & Development Specialist, Brookshire’s
  • Ivette Zavarce, Multicultural Marketing Coordinator, Brookshire’s

Walmart’s Multicultural Journey


As of March 18. Times are subject to change.




See the 2014 Agenda Below:


Wednesday, August 13

9:00 am - 12:00 pm Registration Desk Opens

10:30 am - 3:00 pm

Optional Cultural Immersion Tour
Optional Activity. Pre-registration required.
3:00 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
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
Moderated by: Mariela Dabbah, CEO, The Red Shoe Movement: Women Supporting Women

Nicolas Medina, Global Standards & Practices Manager, Convenience Retailing, Exxon/Mobil;
Yvette Donado, Chief Administrative Officer, Senior Vice President, Educational Testing Service 

Miguel Alemañy, Director R&D, Flavors & Fragrances, Procter & Gamble Co. 

Concurrent Session C:
Understanding & Managing Hispanic Market Shifts
José Espinoza, Vice President, Strategy & Development, Mcllhenny Company

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:
Targeting the Healthy/Healthier American Consumer through a Total Market Insights Approach
Derene Allen, Senior Strategy Consultant, SSG
Carlos Santiago, Chief Strategist, 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:
Utilizing Mobile Technology and New Insights Platforms to Tap into the Power and Value of the Latino Community at the Local Level
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, Vice President, Strategy & Development, Mcllhenny Company
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
Total Market: Tapping into the Power of Bicultural Latinos Through an Integrated Approach
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
Rachel Morales, Manager of Marketing and Brand Management
11:30 am - 12:15 pm General Session 11
12:15 - 12:30 pm Closing Remarks


WEDNESDAY, AUGUST 13 3:00 - 4:00 pm;
6:30 - 7:45 pm
THURSDAY, AUGUST 14 7:30 am - 5:15 pm
7:45 am - 12:15 pm

On-Site Registration Hours

August 13, 2014 August 14, 2014 August 15, 2014
9:00am - 12:00pm 7:30am - 6:00pm 7:30am - 11:30am
3:00pm - 6:30pm    

Retailers:  $899  +  Non-retailers:  $1,599


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
Maria Correa,
Customer Research Analyst,
Javier Delgado-Granados,
Senior Marketing Manager,
Walmart Stores, Inc
(MR 360 co-chair)

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