A conversation on how Clorox successfully drove change to meet the needs of an increasingly multicultural America.

Dr. Jake Beniflah, Executive Director at the Center for Multicultural Science, and Erica L. Jacobs, Associate Director, Multicultural Marketing, at The Clorox Company, outline how Clorox, a global CPG leader in cleaning and food categories, created a vision and strategy that moved beyond silos to develop a more holistic, integrated approach to brand plans, consumer insights, and go-to-market programs.

SPEAKERS

Erica L. Jacobs, Associate Director, Multicultural Marketing, The Clorox Company | LinkedIn

Erica L. Jacobs is the Associate Director of Multicultural Marketing at The Clorox Company where she is responsible for bringing multicultural consumer-first strategies to market for top Clorox brands including Pine Sol, Clorox Bleach, Burt’s Bees, Hidden Valley and more. Her work has a direct impact on how each brand reaches and is perceived by BIPOC consumers which impacts not just sales and profits but also community engagement.

She has more than 15 years of marketing experience leading messaging and media campaigns for premiere brands like Clorox, Microsoft, and Cisco Systems. Erica is a powerful force in the workplace and uses her positive attitude and tireless energy to champion authenticity, inclusion, and diversity through the work she produces, the teams she leads and the Companies she partners with.

Erica is inspired daily by her husband and their two children. In addition to Mom Manager duties, in her free time, Erica enjoys gardening, baking, and volunteering in her community.

Dr. Jake Beniflah, Executive Director, The Center for Multicultural Science; Author of The Big Shift: Redefining Marketing in a Multicultural America | LinkedIn

Dr. Jake Beniflah is the Executive Director of the Center for Multicultural Science, a leading non-profit, non-partisan multicultural marketing research think tank. Dr. Jake is considered a thought leader in the research industry and best known for developing the Nativity-Based View™ which has shown that nativity not language is more effective in driving marketing effectiveness with U.S. Hispanics.

Prior to launching the Center in 2010, Dr. Jake spent 15-years as a senior executive responsible for research and brand strategy for Fortune 100 companies.

Dr. Jake is also the founding editor of the Journal of Cultural Marketing Strategy, has published more than 25 articles in peer-reviewed journals, and recently published his first book, The Big Shift: Redefining Marketing in a Multicultural America.