Vice President, Multicultural Engagement Practice
October 2010 — June 2013
Led a cross-office practice of specialists creating holistic campaigns for clients to ensure a brand and its communities were best served with a cultural gap that was bridged, not divided.
Applied deep cultural insights and research to develop authentic Multicultural (Hispanic, Urban and African American) and cross-cultural engagement strategies for a range of clients, across disciplines and categories. Managed the concept and execution of nuanced integrated marketing campaigns including digital content creation, grassroots community programs, national public relations and traditional advertising campaigns for a variety of clients including Target Corp., Coors Light, Miller Lite, Pepsi, Old Navy, and Wrigley's Extra®, Orbit® and 5® gum brands.
We live in a world in which fusion, hybridity and juxtaposition define our daily encounters. As such, we are all “multi-cultural,” and our allegiances shift with context. We navigate our work cultures, our family cultures, the cultures we create with those we care about, and the many cultures that shape the wider communities in which we live. Recognizing this experiential mash, our team moved beyond traditional marketing focus on demographics to ascertain how people construct and engage with cultures in an ever-changing world. Grounded with this philosophy and methods of anthropology, we embraced this opportunity and challenge on behalf of every client.
[Olson PR, formerly Dig Communications]