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Sandra Alfaro has dedicated her 20-year career to Multicultural Marketing, primarily focusing on the Hispanic Market. She began her career at Saatchi & Saatchi’s Conill Advertising, where she worked on brands including HBO, Procter & Gamble Tide & Gain, Bell Atlantic and Helene Curtis’ Suave and Finesse brands. She later managed the Citibank Global Services and Interpersonal Banking account at JWT New York.
At The Vidal Partnership, Sandra she spent over a decade building a best-in-class Account Management department of over 30 professionals. In her role as Managing Partner, Director of Account Management at The Vidal Partnership, Sandra played an active role in winning and leading key agency accounts including McDonald’s, Heineken USA, Sprint, The Home Depot, JCPenney, Kraft Foods, Nissan, Wendy’s, The Ad Council, DIRECTV, Johnson & Johnson and Diageo. She was critical to the Agency’s unprecedented dramatic growth for over a decade, which led to the agency being recognized as Multicultural Agency of the Year for several consecutive years. In 2005, Sandra was recognized by Advertising Age in their Women to Watch profile (http://adage.com/article/special-report-women-to-watch/sandra-alfaro/103325/), the youngest featured to date at the time.
In 2010, Sandra joined kirshenbaum bond senecal + partners as the General Manager of their newly created Multicultural Unit, Ramona. In this role, Sandra works as part of an integrated offering at kbs+p to deliver a total market solution to all Clients, helping reach the increasingly diverse consumer market with culturally relevant communication. In this role, she led the expansion of their Client roster to include Kao Brands Jergens and John Frieda, Church’s Chicken, Dobel and 1800 Tequilas and BMW. Prior to joining Wing, Sandra co-led the Brand Leadership department at Lopez Negrete Communications, the largest independent Hispanic agency in the country, where she led a team of 20 staffers to service such brands as Walmart, Kraft Foods, Chrysler Dodge, MillerCoors, Sonic and Dr Pepper Snapple Group. She also actively participated in New Business efforts and led the pitches that won the agency the Southern California Edison and RBFF (Recreational Boating & Fishing Foundation) accounts.
Under her leadership, the Walmart Client was recognized by AHAA as the first-ever Multicultural Marketer of the Year in 2013. Sandra also was a member of Walmart’s Multicultural Advisory Council, which has been noted as a key factor in contributing to Walmart’s best-in-class model of Total Market communications. Sandra earned here MBA in Marketing and Management from New York University’s Stern School of Business and her BSBA in International Business from The American University. She is a member of Advertising Women of New York (AWNY), New York Women in Communications, the National Society of Hispanic MBA’s (NSHMBA) and an active speaker on the subject of Leadership, Account Management and Multicultural Marketing.
Sandra is thrilled to have joined the WING team at Grey NY in May of 2014. Grey’s vision of Total Market communications and their structure of seamlessly integrated teams to deliver Famously Effective creative to their Clients are among the things that drew Sandra to accept the role as Managing Director of Wing. She is looking forward to working with the Grey team to deliver business-building insights that will drive their Client’s business with Hispanics. In this role, she was recently featured by Latina Magazine as an Inspiring Latina (http://www.latina.com/lifestyle/inspiring-latina/inspiring-latina-managing-director-wing-sandra-alfaro)
She is also a new Mother. She lives in New York City with her husband Justin and ninemonth old son, Sebastian.
Learnings
- Sandra’s American Dream
- Why education is critical to Latino success
- How she leveraged herLatina bicultural/bilingual heritage to succeed in her career
- Why you need to be curios in anything that you do throughout your life
- How she made it to the top of the Multicultural Marketing agency world
- Why you need to be indispensable to your clients and to your team in your career
- The importance of mentorship in her career, how she got got mentors organically and got mentored
- Why the multicultural market has become a business imperative for corporate America
- The importance of the Latino consumer and their influence on the mainstream culture in the US
- How to think through what are the right multicultural, total market or Hispanic market strategies for your business
- Why Latinos are leading the way in social media
- Sandra’s take on the future of multicultural marketing
- Why you need to be a Hispanic Professional and not a “Professional Hispanic”to be successful in your career
- Never forget to give back to your community as you achieve your success
- Ser curioso, se presente y se tu mismo
Resources & Links
re very excite
d to share with you that podcasting is making its debut at Hispanicize 2015 with a Latino Podcasting session that Laura Elgueta, Ray Collazo and myself will be speaking at this Friday March, 20 at 3pm ET. This episode is a sneak peak of what to expect at the session and also a couple of great short interviews with Debrah Deras and Marcos Orozco two top Hispanic influencers we ran into at the halls of Hispanicize 2015. Enjoy !!
