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Jurnid Sessions // Multicultural Marketing

Based on the 2015 census, minorities make up 37.02 percent of the U.S. population; that number will increase to 42.39 percent by 2025, according to the U.S. Census Bureau.  Collectively, the buying power of minorities in the U.S. is well over $3 Trillion Dollars. Most businesses are not taking full advantage of the opportunities to connect with thisgrowing multicultural audience. In a globally connected economy, ignoring “ethnic media” and content marketing is a decision brands make at the risk of losing market share to their emerging competitors. Where should you start with multicultural marketing? Join the experts for a Q&A session, learn how to navigate the world of multicultural marketing.


Andy Amendola – Director of Digital Strategy and Social Media, the community

Andy Amendola is the Director of Digital Strategy and Social Media at the community, a progressive, cross-cultural agency known for developing culturally-driven ideas for visionary brands through a unique combination of creative excellence, cultural sensibility and technology. Based in Miami, Amendola ensures the seamless integration of digital and social thinking into all strategic work at the agency.

Prior to joining the community, Amendola was Director of Digital Strategy at the Miami office of Y&R/Bravo where he developed the U.S. Hispanic digital strategy for Coors Light and SC Johnson brands such as Glade and Scrubbing Bubbles. Before that, he helped Campbell’s Soup Company drive social strategy across all its brands. Amendola was also Director of Strategy at the New York office of Fanscape, part of The Marketing Arm, overseeing social strategy for brands such as Snickers, TruTV and HISTORY. He has also held digital strategy positions with increasing responsibility at Universal McCann, DeVries Global, 360i and Ogilvy & Mather.

Amendola earned a MBA at New York University’s Stern School of Business and a bachelor’s degree in business administration from Emory University.

Alex de Carlvaho – IBM Social Strategy. Creating magic in South Florida with Social Media Club, BarCamp, Ignite, Social Media Day

Alex creates opportunities for companies, brands, and individuals to connect. Alex is a skilled social media manager, analyst, and communicator with both client and agency experience. An accomplished public speaker, Alex has spoken nationally and internationally to a variety of audiences from C-Level industry executives to university students.

Alex currently manages digital and social media strategy at IBM. He also teaches “Global Marketing & Advertising” as part of the Masters in Global Strategic Communications at FIU – Creative Track in partnership with Miami Ad School.

Previously, Alex was appointed as the first Knight Innovator in Residence, serving at the School of Journalism and Mass Communication at FIU. Prior to that, he served as the Regional Director for Constant Contact in South Florida. Alex taught at the Uni­ver­sity of Miami’s School of Com­mu­ni­ca­tions and co-authored “Secur­ing the Clicks: Net­work Secu­rity in the Age of Social Media,” pub­lished by McGraw-Hill.

Alex is the founder and President of Social Media Club South Florida, a 6,000 member association of social media professionals, business and agency owners, and students. Alex also runs Bar­Camp Miami, Ignite Miami, and Social Media Day South Florida annual tech-related conferences; he is also a found­ing mem­ber of RefreshMiami, South Florida’s largest developer community. Alex serves on the Advisory Boards of FIU’s School of Journalism and New Leaders Council.

An Insead MBA, Alex speaks English, French, Portuguese, Spanish and Finnish.

Johanne Pradel Wilson – Co-Founder, COOL Creative

If we were to describe Johanne Wilson in one word it would be fearless. Johanne’s decisiveness and willingness to take the lead comes from her spiritual faith which is rooted in love. She believes love is not about mushy feelings and butterflies; it is an action that inspires courage, selflessness, and challenges rigid thinking. With that kind of philosophy, it is fitting that her company is named COOL Creative. COOL is an acronym for Create Out Of Love. The company is made up of a group small agency partnerships. Together, the agencies solve their client’s marketing issues with thoughtful and creative 360 solutions.

With over 8 Addys and an AG Lafely Award, Johanne is a creative brand builder that helps companies leverage their best attributes through creative marketing campaigns and stellar design. With a sharp eye for style, this Maryland Institute College of Art graduate is known for her fresh and elegant take on creative that makes people feel. She is also known for helping companies to clarify their key benefits and define what they stand for, thus helping them to become true brands that will last for many years to come.

For over a decade, Johanne has worked on national campaigns for clients including: Vail Resorts, Under Armor, Greater Fort Lauderdale Convention and Visitor’s Bureau, Lane Bryant, P&G Beauty, Burger King and Boston Market. Johanne’s company continues to thrive as the agency of record for Kreyol Essence and PlanBe_ Teen Pregnancy Prevention Program funded by the US Department of Health.

In a time of reflection, one morning, Johanne read a several words that have changed the way she lives her life: “In getting & gaining you become successful, but only in serving do you become significant.” She has since related this to her client work as well as her volunteer efforts mentoring young girls. As a woman of Haitian descent, her strong desire is to help reshape the story of the island from devastation and poverty to creativity and prosperity.

Paloma Vazquez – Founder, Luna Brand Consulting

Paloma is the founder of Luna Brand Consulting, driven by a tendency to embrace change and evolution – and a love for solving the business and marketing challenges that result from them. After more than 15 years as a Global and Multicultural brand marketer, I’ve learned that the only way to thrive is to continually evolve. This involves continually monitoring and understanding the shifts impacting your customer, culture and the marketplace – and evolving your approach. It’s as true for a brand as it is for an individual. Luna was born out of 15+ years’ experience (10+ of those post-MBA) working with Global consumer and service brands (like American Express, Burger King, Estee Lauder, Fisher-Price, JCPenney, Mattel and Zumba Fitness, among others).



6:30-7pm – snack/mingle/hello time

7-7:35pm – panelist interview

7:35-8:30pm – Q&A from the audience (you) – bring your questions!!

Official social media hashtag: #techhubmiami #jurnid

Refreshments and fancy snacks served. Limited seating. 6:30pm sharp.

  MAY 18, 2016 @ 6:30PM – MAY 18, 2016 @ 8:30PM
  The LAB Miami