Hispanic Marketing Committee

The Hispanic Marketing Committee helps members unlock growth by engaging one of the largest and fastest-growing consumer segments in the U.S. economy. It provides a collaborative forum for marketers to develop strategies that reflect the cultural influence, diversity, and economic power of Hispanic audiences.

The committee operates at the intersection of cultural relevance, market growth, and marketing effectiveness.

Hispanic consumers are a primary driver of population growth and cultural influence in the United States, shaping trends across food, music, media, and commerce. Their impact extends beyond language, influencing mainstream culture and redefining how brands connect with a broader audience. Designed for marketers, agencies, and media leaders, the committee brings together those looking to deepen their engagement strategies and those seeking to build more effective approaches. Members gain leadership visibility, access to best practices, and the opportunity to shape how brands invest in and grow through Hispanic marketing.

The committee convenes virtually five to six times per year, with opportunities for in-person engagement, creating a consistent platform for collaboration, insight-sharing, and strategic alignment.

• Co-Chair: Amanda Free, Sr. Consultant, Strategic Brand Initiatives, AFLAC
• Co-Chair: Andrés Arciniega, Manager, Multicultural IMC, Hispanic Acquisition, Comcast
• Co-Chair: Fabricia daSilva, Multi-Cultural Integrated Consumer Experience Manager, US, Brown Forman
• Co-Chair: Glory Alcántara, Director of Multicultural Marketing, General Mills
• Co-Chair: Julia Gomez-Coban, Principal Brand Strategist, Blue Cross Blue Shield of CA
• Co-Chair: Megan Ho, Director Multicultural Media, P&G
• Co-Chair: Nelda Cordero, Growth Audience & Experiential Consultant, Thrivent
• Co-Chair: Tito Colon, Sr. Director, Multicultural Marketing and Business Development, St Jude’s
• Co-Chair: Yvette Peña, Vice President, Audience Strategy , AARP

Contact the ANA staff managing the Hispanic Marketing Committee:

• Karim Amadeo, Director, Multicultural & Diversity Initiatives

Discussion Topics:

• Cultural Insights and Market Segmentation
• Language vs. Cultural Relevance Strategies
• Creative Effectiveness and Representation
• Media Planning and Investment Optimization
• Music, Sports, and Cultural Platforms as Growth Drivers
• Influencer and Community Engagement
• Measurement and ROI
• Organizational Design and Capability Building

The Hispanic Marketing Committee is open to all client-side marketer and solutions provider members.

Request to Join