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The Big Shift: Redefining Marketing in a More Diverse America

October 8, 2020 @ 11:00 am - 12:00 pm PDT

Learn how industry leaders are applying a new approach to communicate more successfully to an ever-growing diverse America.

The convergence of a changing demography, new technologies and a fragmented media ecosystem has transformed marketing as we know it. Yet marketing to a diverse audience continues to lag significantly, bound by an outdated paradigm and a total market strategy that has failed to address an increasingly diverse marketplace.

This special AMA webinar takes a critical look at the past, present and future of marketing to multicultural consumers and advances a strategic framework of how marketers can take their business to new heights in the 21st century.

Attendees can expect to walk away with:

  • A better understanding on the new “total-market” approach.
  • How to talk to a multicultural audience in a more inclusive and efficient way.

We look forward to seeing you on October 8th!


Distinguished Panelists

Larissa Acosta, VP – Integrated Marketing Segments Leader @ Wells Fargo Bank

Larissa has been leading integrated marketing campaigns for Fortune 100 brands as both an advertising agency executive and a client-side marketer. She currently leads a team at Wells Fargo responsible for large scale integrated marketing campaigns targeting diverse and consumer segments (Hispanic, African American, Asian, LGBTQ, American Indian/ Alaskan Native, People with Disabilities, Military/Veterans, Students, Emerging Affluent). In this role, her team manages marketing efforts to build the Wells Fargo brand through culturally relevant campaigns, media activations, and content programs.

Her 20-year marketing career has enabled her to work in multiple verticals including financial services, telecommunications, CPG, higher education, and government services.

She has consistently advocated and developed strategies that lean into cultural insights to drive overall business performance.


Daneyni Sanguinetti, Marketing Director, Multicultural Marketing @ Coca-Cola

As Director  Multicultural Marketing for  The Coca-Cola Company North America,  Daneyni  Sanguinetti is responsible for stewarding the accelerated volume and profit performance of the company brand portfolio in designated high index multicultural markets working closely with multiple cross-functional teams, Brands, Customers, and Bottlers to win with the MC Consumers. This includes development and/or integration of customer-specific programs across key channels and overall Multicultural region strategy. She also serves as the Multicultural subject-matter expert liaison to the brand teams, driving the integration of MC consumer insights into their marketing strategies and ensuring accurate representation and relevant message across the brands’ content. Additionally, in this role she is focused on enhancing the company’s MC IQ  to ensure leaders develop the capability to support the organization’s multicultural strategy.


Kimberley McArthur, Brand Experience, Multicultural Strategy @ General Mills

A bilingual, bi-cultural brand storyteller and cultural engagement strategist with nearly two decades of expertise in Multicultural Marketing, Kimberley has built a career on a deep curiosity about people and the nuances of culture and identity. Currently leading Multicultural Strategy and Engagement at General Mills, she leverages her cross-functional and cross-category experience to develop strategic campaigns that drive authentic engagement. Prior to her current role, Kimberley was a key leader within such agencies as Edelman Public Relations, Olson Advertising, and Bravo/Young & Rubicam, delivering successful campaigns for a diverse set of Global and US clients across a range of industries. She is passionate about making a difference with the work she helps to bring into the world.


Nneka Carrie Ude @ Arc Worldwide

Nneka Ude is a marketer and brand strategist that thrives at the intersection of data and identity. A native Chicago native, Nneka has spent over 15 years driving brand, shopper and experiential strategy for some of Chicago’s most prominent agencies. Currently she serves as a VP, Strategy Director for Leo Burnett’s shopper marketing unit, Arc Worldwide; guiding shopper and brand strategy, retail engagement, and thought leadership for accounts like Intel, Samsung Home Appliances, and U.S. Cellular Corporation.

Nneka sees advertising as more than just a function of marketing, but rather an opportunity to reframe narratives and move people to action. As a whitespace thinker and strategic leader, she has helped brands like Hillshire Farm, Barefoot Wines, Coca-Cola, CenturyLink, and Maker’s Mark navigate the complexities of people, tech, and culture.

Her work and interest in people, tech and culture extends beyond the agency world and into Chicago’s startup and business community. She has consulted with numerous tech startups – including Black Tech Mecca, Citispoon, and Desirelist, helping each organization tap into the nuances of their respective markets and develop strategies that position them to win. Her passion for people is also embodied in the work she does within the community. She currently sits on the boards of the Nautilus School and the Neighborhood Housing Services (associate board), and is an active volunteer and instructor for The Gray Matter Experience.

Nneka is a graduate of the University of Illinois at Urbana-Champaign and holds a MBA in Marketing from Loyola University Chicago.



Dr. Jake Beniflah @ Center for Multicultural Science

Dr. Jake Beniflah is the founding Executive Director of the Center for Multicultural Science, a non-profit, non-partisan multicultural marketing research think tank and data science accelerator. He is a nationally recognized thought leader and an ad tech innovator. He is a subject matter expert in data science and Latino marketing and the founding editor of the Journal of Cultural Marketing Strategy. He recently published his first book called, The Big Shift: Redefining Marketing in a Multicultural America, which he will spend a few minutes today to present the key themes. Dr. Jake will be moderating today’s discussion panel.