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Redefining Mainstream: Multicultural Marketing and the Changing Landscape


Thursday, January 23, 2014 from 6:00 PM to 9:00 PM (PST)

Redefining Mainstream: Multicultural Marketing and the...

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Ticket Type Sales End Price Fee Quantity
sfAMA Member Ended $25.00 $1.49
Non-Member Ended $35.00 $1.69

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Event Details


Are you ready for a more sophisticated way of marketing? With a growing multicultural population, the U.S. "mainstream" is currently undergoing significant changes, forcing marketers to develop new strategic approaches to reach their consumers more effectively.

Hispanic marketing is a billion dollar business in the United States, and leading corporations are investing more than ever in one of the nation’s fastest growing consumer segments. Much of the success in this discipline is attributed to a business model based on culture and language. But which culture and which language? As the Hispanic population continues to grow in size and diversity, the strategic model that drove Hispanic Marketing for the last 30-years will need to change or at the very least expand to support a changing demographic landscape.

Dr. Jake Beniflah, Executive Director for the Center for Multicultural Science, will lead the panel, presenting a different and more nuanced strategic view of Hispanic marketing and discussing what leading marketing organizations must do to target Hispanics more effectively to drive corporate growth.

It's a disruptive discussion you won't want to miss! 

Additional speakers to be announced.

Cash Bar / Light Appetizers


Sir Francis Drake Hotel, Union Square, San Francisco 


Thursday, January 23, 2014, 6:00 to 9:00pm 


Registration                                        6:00 to 6:30 pm

Panel Discussion                                6:30 to 8:00 pm

Networking & Cocktails                     8:00 to 9:00 pm


$25 members, $35 non-members


 Del Rey

 Dr. Jake Beniflah

 Executive Director, Center for Multicultural Science



Dr. Jake Beniflah is currently the Executive Director of the Center for Multicultural Science, the first think tank in the U.S. dedicated to bridge the gap between leading corporations and academic researchers in multicultural marketing and research. He has spent the last 23 years working with Fortune 500 organizations to drive ROI for multicultural and mainstream consumers in a number of senior-level positions in the advertising industry. His areas of expertise are consumer insights and brand management.

Dr. Beniflah studied under a number of research pioneers who have had tremendous impact on Hispanic marketing strategy and acculturation measurement. His areas of research interest include acculturation, cognition, social identity, cultural and demographic change, adaptation, ethnicity, race, and driving excellence inside organizations.

Dr. Beniflah received a Doctorate in Business Administration from Golden Gate University in 2010. His dissertation examined the effects of acculturation on the cognitive structure of foreign-born Hispanics. After living in San Francisco for 35 years, he now lives in Manhattan Beach with his family.

  Patty Silk

 Global Insights Lead,

 The Clorox Company

 Patty Silk is a Consumer Insights professional with 20+ years of experience in the Consumer Packaged Goods (CPG) industry. She currently leads the Clorox Global Insights Center of Expertise, and is responsible for developing processes to build business insights and advance research capabilities across the Clorox Insights function. Patty’s areas of focus include Consumer Segmentation, Brand Equity and Communication, Innovation and Multicultural research.


Maria Lopes-Knowles

Chief Marketing Officer

Pulpo Media

Maria Lopez-Knowles is the Chief Marketing Officer of Pulpo Media and has more than 25 years of experience in general and multicultural marketing. Prior to Pulpo Media, Maria served as the President of GlobalHue Latino, and prior to that, Maria Lopez-Knowles founded and led MRM Worldwide’s (McCann Worldgroup) practice, targeting the über-acculturated Hispanic consumers. Maria received the AdColor Innovator Award for her groundbreaking multicultural segmentation work with English-language dominant Hispanics and has deep expertise in digital planning, direct marketing, and above-the-line advertising, and is passionate about integrated communications.


 Christian Martinez

Head of Sales, U.S. Hispanic


Christian Martinez is currently the Head of Sales for the U.S. Hispanic Market at Facebook. Prior to  Facebook, Christian was the Vice President for Network and Interactive Sales at Univision where he was responsible for managing the first integrated network television and interactive sales office. Christian is an accomplished media professional in both interactive and network television-advertising sales, and specializes in cross-platform offerings that provide clients with truly integrated solutions.

Have questions about Redefining Mainstream: Multicultural Marketing and the Changing Landscape? Contact SFAMA

When & Where

Sir Francis Drake Hotel
450 Powell Street
San Francisco, CA 94108

Thursday, January 23, 2014 from 6:00 PM to 9:00 PM (PST)

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Redefining Mainstream: Multicultural Marketing and the Changing Landscape
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