Post by Latino Leaders Magazine

Happy Friday, Latino Leaders fam! Super Bowl is 2 days away!!! Let's get to know the #latina that's changing the game for latinos in the NFL and beyond! NFL’s Solis: “American Culture is Latino Culture. Marketing Needs to be Done Through a Multicultural Lense.” Marissa Solis, SVP Global Brand & Consumer Marketing, at the National Football League (NFL) stated that the NFL is “very serious about the Latino fan base”. As an example, she mentioned the recent “Por La Cultura” initiative for #LatinX Heritage Month. Asked whether the NFL will be taking a segmented or overall (total market) approach in marketing towards the #Hispanic population, Solis maintained that it will be a “#multicultural approach” in which the context of each NFL marketing campaign and #communications piece will play an important role. For instance, sometimes social media communications will be in Spanish and sometimes in English. Before joining the NFL Solis occupied leading positions at several PepsiCo companies for 16 years and led PepsiCo’s Hispanic Business Unit as General Manager from 2017 to 2019 (a position now held by Esperanza Teasdale). Solis noted that a segmented approach with an independent Hispanic P&L and a dedicated advertising and marketing budget made sense for PepsiCo because it needed to reignite growth in the Hispanic market, while this is not necessarily the case for the NFL. “#Marketing will be multicultural. The U.S. is a multicultural country,” Solis asserts. “The NFL is a reflection of America as Latinos are growing in cultural influence and not only in numbers,” she added. Read more below! https://lnkd.in/d7Mreygu #socialmedia #business #brand #football #culture #growth #advertisingandmarketing #leaders #latinas #latinoleadersmagazine