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Impact of Culture on Marketing Effectiveness: sfAMA’s Second Annual Hispanic Marketing Event

June 18, 2015 @ 6:00 pm - 9:00 pm PDT

Omni San Francisco Hotel, 500 California Street
San Francisco, CA 94104 United States


Omni San Francisco Hotel
500 California Street
San Francisco, CA 94104 United States

Join us for the second annual Hispanic Marketing Event with Twitter, Kaiser Permanente, Pandora, USF, and the Center for Multicultural Science. Network with your Bay Area marketing colleagues and learn the latest findings that lead to success in marketing to this expanding market segment.


6:00 to 7:00pm            Registration & Networking: hosted bar and great food

7:00 to 8:30pm            Welcome to the sfAMA, Marketing Panel, Q&A

8:30 to 9:30pm            After Party Networking: gourmet dessert stations

Panel Description:

Many leading companies are moving away from a proven approach that takes into account the impact of culture on values, attitudes, and consumer behavior – in favor of “standardizing” their communication plans. But why the change in strategy? What are companies doing today to remain culturally relevant with Hispanics? Does standardization work better than adaptation? Which approach drives ROI? Is there a best way? Dr. Jake Beniflah will be asking these and other strategic questions to a leading panel of marketing experts, and will discuss how corporations are capitalizing on the growth of the Hispanic population to increase their company’s bottom line.

Register now and join us June 18!


Omni Hotel

500 California Street

San Francisco



Thursday, June 18, 2015, 6:00 to 9:00pm



Dr. Jake Beniflah

Executive Director

Center for Multicultural Science



Dr. Jake Beniflah is currently the Executive Director of the Center for Multicultural Science, the first think tank in the U.S. dedicated to bridge the gap between leading corporations and academic researchers in multicultural marketing and research. He has spent the last 23 years working with Fortune 500 organizations to drive ROI for multicultural and mainstream consumers in a number of senior-level positions in the advertising industry. His areas of expertise are consumer insights and brand management.

Dr. Beniflah studied under a number of research pioneers who have had tremendous impact on Hispanic marketing strategy and acculturation measurement. His areas of research interest include acculturation, cognition, social identity, cultural and demographic.

Dr. Beniflah received a Doctorate in Business Administration from Golden Gate University in 2010. His dissertation examined the effects of acculturation on the cognitive structure of foreign-born Hispanics. After living in San Francisco for 35 years, he now lives in Manhattan Beach with his family.hange, adaptation, ethnicity, race, and driving excellence inside organizations.


Beatriz E. Rojas

Sr. Director, Multicultural Marketing

Kaiser Permanente

Beatriz Rojas joined Kaiser Permanente in May 2013 as Senior Director, Multicultural Marketing. Her mission is to influence all marketing departments to ensure Kaiser Permanente is inclusive to its diverse member base and prospect members, delivers culturally relevant messages, strengthens the quality of in-language deliverables, and effectively reaches these emerging segments.

In Fall 2014, she was made responsible for Events and Retail Marketing, bringing the Kaiser Permenente brand live in the in-person” interactions with consumers and clients. Beatriz brings a wealth of marketing experience, which includes performing a similar role with Sears Holdings. In IBM Co. she worked at a global level in marketing programs targeting second tier countries. An ongoing challenge in her roles is to deliver on the corporate strategy and brand guidelines while embracing the cultural differences of each country or region.

In her current role, Beatriz’ strives to plant a seed of curiosity and sensibility in as many Kaiser Permanente employees as possible as the company continues to grow its efforts to serve diverse communities, and contribute effectively in closing health disparity gaps. Kaiser Permanente is recognized as one of America’s leading health care providers and not-for-profit health plans. Currently serves close to 9.5 million members in eight states and the District of Columbia. Founded in 1945, the mission is to provide high-quality, affordable health care services and to improve the health of our members and the communities it serves. 


Nuria Santamaria

Head of Multicultural Marketing



Nuria Santamaría Wolfe leads Twitter’s Multicultural Strategy for the sales organization in the United States.   She was selected by Ad Age as a 2014 Women to Watch.

Nuria has spent her career at the intersection of technology, marketing, and multicultural audiences. She began as a technology and management consultant at Accenture, where she helped clients improve customer experiences through technology.  She continued to help brands connect with consumers at Consorte Media, a Hispanic ad network acquired by AudienceScience, and at EQAL, a digital media company acquired by EverydayHealth.  Prior to Twitter, Nuria advised companies in the media, advertising, entertainment, and technology industries at MediaLink.

Ms. Santamaría graduated from Stanford University with degrees in Economics and Spanish. Born in El Salvador, Ms. Santamaría grew up in Los Angeles and currently lives in San Francisco.

Follow her on Twitter @nms, where she tweets about the ad industry and diversity in tech.


Dr. Ricardo Villarreal

Associate Professor

University of San Francisco

Dr. Villarreal is Associate Professor of Marketing at the University of San Francisco and received his Ph.D. from The University of Texas at Austin. Dr. Villarreal’s expertise is in segmentation in multicultural consumer behavior. His research focuses on understanding how consumer segmentation, both within and between ethnic groups, is related to brand attitudes, brand loyalty, and media consumption. This unique research approach has been successfully applied to better understand consumer segmentation with Hispanic-Americans, African-Americans, and Asian-Americans. His work has been published in the Journal of Advertising Research, the Journal of Marketing Theory and Practice, the Journal of Brand Strategy, Applied Psychological Measurement, and a forthcoming publication in the inaugural issue of the Journal of Cultural Marketing Strategy. Dr. Villarreal teaches Marketing Research, Integrated Marketing Communications, Brand Strategy, and Marketing Implications of Culture & Ethnic Identity. He has worked closely with advertising and marketing research firms in San Antonio, Texas and Miami, Florida.


Jude Trapp

Multicultural Account Director


Jude joined Pandora in early 2013 to build-out and lead the first dedicated Multicultural Sales efforts in the Western Region. He’s responsible for growing Pandora’s footprint with key multicultural agencies/clients alike. His responsibilities also include assisting in the hiring/development of the Multicultural sales team personnel at the Local and National levels.

Jude has two decades of Hispanic marketing experience in Los Angeles and Miami having held VP/Client Development and VP/National Spot sales positions at Univision and National Sales Manager, Local Sales Manager, and National Spot Sales positions at Telemundo. The majority of his early career was spent in Network/Local Television, with cross-platform (TV-Radio-Digital) and strategic client partnership expertise dominating the latter years.