Nydia J. Sahagún, with a career spanning more than 14 years, currently leads the multicultural marketing efforts at Fortune 50 Corporation, Target. As senior manager, multicultural brand marketing, Nydia oversees the development of Target’s strategy to grow share and affinity with multicultural guests. In her previous role as multicultural marketing director at Sears Holding Corporation, Nydia shaped the go-to-market approach for the company’s Sears and Kmart brands. Nydia’s leadership role with company, in partnership with channel partners and the corporation’s business units, helped drive US Hispanic sales growth, as well as successful new product/program launches in both the Hispanic and African-American markets, including Sears and Kmart’s first Spanish-language websites, Steve Harvey and Casa Cristina celebrity partnerships, the ground-breaking Latina Smart platform and Madres y Comadres – the first brand-produced US Hispanic web-novela.
Nydia’s Spanish fluency and bicultural background influenced the start of her career in the multicultural marketing space. Her first marketing position was in sales at leading monthly lifestyle publication, Latina Magazine. She then moved on to the agency side, joining Legacy Marketing, top experiential agency, working on major CPG clients as L’Oreal, Unilever, and Kellogg’s. At The Guild Group, she led the development of Hispanic promotional plans for Kraft’s retail partners across seven brands. Nydia then took on the role of Account Director at Schawk Retail Marketing, overseeing day-to-day creative development and production of Kmart print advertising. Armed with intimate knowledge ranging from publishing and agency to CPG and retail Nydia knows how to succeed with multicultural segments by tapping into cultural insights and driving overall business performance.
Nydia received her MBA from Kellogg School of Management, Northwestern University and her bachelor’s degree from Columbia College in Marketing Communication.