Newsblast Masthead

Pictured here are: Kimberly Hutchinson, Director of Marketing and Public Relations for Casa de Campo; Fernando Cimato, Chief of Staff, Strategy & Business Planning for Hewlett-Packard of HP and Lori Folts, Regional Head of Marketing Communications, Americas- DHL Express. All were named to The Latin American 50 and celebrated at a Dinner held on July 21, 2011 in Miami.

Side Photos from Top to Bottom: 1. Grace Villamayor, Hertz International and Christine Valls, American Airlines; 2. Roberto Ricossa, Avaya and Andrea Padilla, Marriott International; 3. Ricardo Monteiro, Reckitt Benckiser and Amele Ferro, Publicitas/Charney Palacios; 4. Peter Vittori, American Airlines; 5. Rebecca Barba, Royal Caribbean Cruise Lines; 6. Marc Malovany, Kinetic and José Ruiz, Oracle; 7. Adriana Mendizabal, Visa; 8. Lissa Leader, BBC World News and David Preciado, Hertz International.

The Internationalist Announces
The Latin American 50

In an effort to acknowledge the region's best talent and inspire others to recognize Latin America's marketing potential and growing sophistication, The Internationalist has named 50 marketing leaders now focused on South America, Central America, Mexico and The Caribbean. Some of THE 50 have pan-regional responsibility and are based in Miami, New York, Silicon Valley, Madrid or São Paolo; others are local role models--whether in large markets like Brazil or Mexico or in growing countries like Chile, Peru and Colombia. Several have a global focus but are clearly advocates for the region.

The LATIN AMERICAN 50 are marketers who think differently, create great work, use innovative media ideas and generate strong results. THE 50 and their guests were celebrated at a dinner last week in Coral Gables, made possible with the support of Publicitas /Charney Palacios, BBC World News and Kinetic.

These individuals represent a vast array of job titles, companies, product categories, and organizations. Regardless of such differences, they share a passion for their region, a devotion to excellence, and a belief in furthering marketing standards and best practices as their sector of the world experiences accelerating growth.

THE INTERNATIONALIST’S LATIN AMERICAN 50 are today's marketing leaders who are shaping our industry for tomorrow. They include:

  • KIM ALLARD, Regional Online Marketing Manager, Sony Latin America
  • DAVID AÑON, Senior Director of Marketing, Latin America, Research in Motion/ RIM (BlackBerry)
  • ENRIQUE ARRIBAS, Advertising and Corporate Sponsorships Director, Banco Santander
  • REBECCA BARBA, Manager Global Marketing & Communications, Royal Caribbean Cruises, Ltd.
  • MIGUEL BARCENAS, Senior Marketing Director, Core Brands, Latin American Region, PepsiCo
  • CARLOS BARUKI, Regional Vice President Sales & Marketing, Mexico, Latin America & The Caribbean, Hilton Worldwide
  • ELISABETTA BELL, Dealer Support Manager, Caterpillar, Inc.
  • MATIAS BENTEL, Marketing Director, Latin America & Caribbean, Brown Forman
  • SANTIAGO CARDENAS, Strategic Planning/Marketing Services Director, Johnson & Johnson Latin America
  • STEPHANIE CARIGLIO, Marketing Brand Manager--LVMH Watch & Jewelry, Caribbean & Latin America TAG Heuer
  • MARIA CARRASQUILLO, Senior Marketing Manager, Jarden Consumer Solutions
  • LUIS CHAMPIN OLIVERA, Manager General of Marketing Network, PromPerú, Peruvian Tourism Board
  • FERNANDO CIMATO, Chief of Staff, Strategy & Business Planning, Hewlett-Packard
  • MARTA CLARK, Area Vice President/ Latin America & Caribbean, Adobe Systems
  • EGIDIA CONTRERAS, International Marketing Manager, Enterprise Holdings
  • JOSE COSTA, Vice President of Marketing--Latin America, Burger King Corporation
  • MICHAEL COSTELLO, Vice President, General Manager, International, The Clorox Company
  • JUAN CARLOS DELGADO, Managing Director, Cartier Latin America & Caribbean
  • LUIS DI COMO, Senior Vice President--Global Media, Unilever
  • DENISE ESTEFAN, President, Latin America, Radisson Hotels
  • LORI FOLTS, Regional Head of Marketing Communications, Americas- DHL Express
  • ALFREDO GONZALEZ, Vice President of International Business & Tourism, Greater Fort Lauderdale Convention & Visitors Bureau
  • VIVIANA GUTIERREZ, Marketing Director Pet Care, MARS ANDINO
  • GEORGE GUTIERREZ, Senior Director, Small and Medium Business Marketing, Cisco
  • AURORE HETZEL, Senior Marketing Manager, Audemars Piguet Latin America & Caribbean
  • KIMBERLY HUTCHINSON, Vice President, Marketing & PR Worldwide-- Casa de Campo
  • ETIENNE KUSMIEREK, Director Latin America, Bulgari
  • JOSIE LLADO, Associate Vice President of Advertising & New Media, Greater Miami Convention & Visitors Bureau
  • GERARDO LLANES ALVAREZ, Executive Director of Marketing, Mexico Tourism Board
  • RAÚL MANDIA, Chief Marketing Officer Arcos Dorados
  • JUAN MARRERO, Marketing Manager LG Electronics
  • MICHAEL J. MATHE, Vice President and General Manager, International Division, Toshiba America Business Solutions Inc. (TABS)
  • DORIAN MEJIA ZUNIGA, Market Development Manager Latin America, Puig
  • ADRIANA G. MENDIZABAL MORA, Global Marketing Executive, Visa Inc. Latin America and the Caribbean
  • HAROLD MICHELSEN, Marketing Manager-- Ripley Corp, The Chilean Department Store Chain
  • LOURDES MONTALVAN, Marketing Director Essence Corp, The Clarins Group
  • RICARDO MONTEIRO, Head of Communications Latin America, Reckitt Benckiser
  • LUIS ORTUZAR, Regional Marketing Director Latin America, Parfums Christian Dior /Fendi Parfums
  • ANDREA PADILLA, Marketing Director, Caribbean & Latin America, Marriott International
  • LUIS PERILLO, General Manager-Hilton Bogota, Hilton Worldwide
  • EDWARD PILKINGTON, Global Category Director, Vodka, Rum and Gin, Diageo
  • VALERIA PRADO, Marketing Communications Manager, UPS, Latin America and the Caribbean
  • ROBERTO RICOSSA, Marketing Vice President – Americas International, Avaya
  • JOSE LUIS RUIZ, Marketing Latin America Advertising Director, Oracle Corporation
  • RAQUEL SOLORZANO, Regional Media Manager, Diageo
  • MARK STANLEY, General Manager, Latin America, Sony Computer Entertainment America
  • DIEGO STECCHI, Director, Latin America & Caribbean, Salvatore Ferragamo
  • EDGARDO TETTAMANTI, SVP-Marketing Group Head, Latin America & Caribbean, MasterCard Worldwide
  • JULIO TUNON, Solutions Marketing for Latin America, Director of Marketing at Lexmark International
  • CARLOS EDUARDO TORRES PRIETO, Marketing and Advertising Director, Banco
  • CHRISTINE VALLS, Vice Manager E-commerce Product Marketing- Latin America, Caribbean, Mexico—American Airlines
  • GRACE VILLAMAYOR, Vice President, Global Inbound/Outbound, Hertz International
  • CARO VILLARREAL, Regional Marketing Manager, General Mills International
  • PETER VITTORI, Managing Director Sales & Marketing for Caribbean/Latin America, American Airlines
  • CARLOS WERNER, Marketing Director Latin America -- Samsung

Our hope is that all will remain a vibrant part of this community for years to come and welcome their peers to this alliance of marketing leaders as it grows in 2012 to become The Latin American 100!

“Latin Americans have an unmatched passion for life,” says Mark Stanley, one of The Internationalist’s LATIN AMERICAN 50, and the Senior Director and General Manger of Sony PlayStation for the region.

The Internationalist asked THE 50 what they saw as the biggest opportunities for marketers in the region now. Of course Brazil was noted. Edgardo Tettamanti, SVP Marketing for MasterCard for Latin America and Caribbean mentioned: “The tremendous growth of Brazil is consequently bringing benefits for the rest of the region.” However, he also pointed out perhaps the most significant trend as seen by these marketers: “Much of the potential to market in this territory lies in the digital space, since it allows delivery of content that engages consumers with the core elements of the brand and inspire conversations in a valuable way.”

In fact, Latin American marketers may be similar to their peers in the rest of the world in seeing the potential for online and social media to connect with consumers. Here are some examples:

“While traditional media is still a big player in Latin America, online marketing definitely has the biggest growth opportunity in the region. Social media and mobile have huge potential, as a growing number of the population accesses the Web through mobile devices.” -- Egidia Contreras, International Marketing Manager- Enterprise Holdings, Inc.

“With the advancements of online advertising, I think the biggest opportunity in the region is capitalizing on the integration of online demand generation, social media, and mobile advertising to prove ROI.” -- Jose Luis Ruiz, Director LAD Advertising & Online -- Oracle

“At Burger King® we are leveraging consumer insights and technology to develop online and mobile tools that enable us to build a more authentic brand experience with our guests.” -- Jose R. Cost , Vice President, Marketing Latin America and Caribbean- BURGER KING CORPORATION

“Interactive in the Latin American marketing world first means human relationship building.” -- Lori Folts, Regional Head of Marketing Communications for the Americas continent -- DHL Express.

“I'd say the biggest opportunity today is to grasp the huge impact and growth that social marketing is experimenting in our countries in order to drive preference to our brands in the most efficient, innovative and relevant way.”-- Harold Michelsen. Marketing Manager -- Ripley Chile

The second area might best be described as an opportunity for the marketing industry to mature through greater professionalism:

“Marketers’ greatest opportunity is to capitalize on the fact that organizations in general are starting to realize the value that Marketing can generate to the lines of business and a company’s bottom line, and not as a secondary role. --- Roberto Ricossa, Marketing Leader -- Americas International | Avaya

“The biggest opportunity in my point of view is to move marketing from equity building into a more responsible business role, where KPIs will serve to guide us against real business goals like sales or purchase intent.” -- Ricardo Monteiro, Head of Communications Latin America- Reckitt Benckiser

"I see two major opportunities in the Latin American region: First, talent. We have one of the most creative and talented pools of talent. The problems posed to us are complex, and as such, we need to be more creative, flexible and strategic in addressing the solutions. One of our greatest strengths is the “Made in Latin America” talent pool. The second major opportunity I see is the commoditization of technology: From cell phone use, to broadband access, to Cloud computing. Through technology Marketing is becoming personal and personable.”-- Andrea Padilla, Director of Field Marketing -- Caribbean and Latin America, Marriott International

Finally, these marketers are also concerned with issues of sustainability and responsibility:

“Our biggest opportunity as Marketers is to build meaningful brands for those consumers bringing them solutions that really can improve their lives and at the same time are responsible with the society and the planet.” -- Viviana Gutierrez, Marketing Director Pet Care -- MARS ANDINO

“Sustainability is a state of mind that all marketers should truly start promoting from inside the company before creating isolated products or campaigns. Personal engagement is as critical as company commitment to meet the needs of the actual generations without compromising the future of the ones to come.” -- Santiago Cardenas, Strategic Planning/Marketing Services Director, Johnson & Johnson Latin America


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