Before branching out on his own, Carlos led Bell Atlantic-Verizon’s diversity marketing for 8 years, a business unit with $3 Billion in annual revenue. He oversaw P&L, brand strategy, retail channels, Direct Response promotions, cost of acquisitions and ROI with a $70M budget.

Carlos is a sought-after speaker on topics related to Hispanic consumer trends and preferences, in-culture marketing and communications, and growth in diversity markets. He has published breakthrough papers such as:

“Does a Well-Resourced Hispanic Corporate Strategy Translate Into Shareholder Value Creation?”
“The Right-Spend Studies ―Setting Appropriate Allocation Levels To Optimize Hispanics Purchase Behavior”
“The Impact of Customer Experience On Hispanics Brand Choice & Loyalty”
“An Integrated Strategy For Hispanic Markets”

• Current GM marketing plans
• Existing primary and secondary research
• Client sales data

Santiago ROI defined USG’s Hispanic market share across multiple products and Business Units. We also conducted In-Market site visits to analyze Hispanic pro building trade and consumer trends, behaviors and insights.

Evaluating all intelligence gathered, we developed comprehensive Hispanic Profiles of the target audiences (Pro’s, Remodelers, Do-It-Yourselfer’s). These Profiles detailed behaviors, preferences, aspirations and purchase decisions of Hispanic consumers and how they relate to USG and their products. Using these insights, we identified existing and potential opportunities within the Hispanic pro market and benchmarked these against the General Market.

We then evaluated USG’s internal Business Units and Brand portfolios. We applied learnings from our data mining and research to this evaluation and developed specific Opportunity-Sizing recommendations.

Following these Opportunity-Sizing recommendations, we created a Hispanic-specific Business Strategy for USG that aligned with long and short-term ROI. This Business Strategy directed individual Business Units, products and geo-targeting to maximize USG sales and growth within the Hispanic market.

Our next step was to develop a multi-phased Marketing Strategy. This Marketing Strategy provided a roadmap to achieve growth in market share and Hispanic contractor sales.

Based on detailed insights into the mindset of Hispanic pros and consumers, Santiago ROI anchored the Marketing Strategy in relationship-building between USG brands and Hispanic Contractors, Remodelers and Do-It-Yourselfer’s.

The rationale behind this relationship-building strategy was to lay the groundwork for valuable long-term communications, brand-building and ongoing product offerings with Hispanic customers.

We then created a 3-year, integrated Marketing Communications plan for USG. This plan aligned with the Marketing Strategy we developed for their Hispanic segment and detailed a series of tactical programs to meet their strategic goals.

Tactical programs ranged from time-sensitive sales promotions in key retailers and markets with retail activation, digital and in-field marketing support, to relationship-building initiatives with top Hispanic contractors, providing custom marketing tools and opportunities for long-term engagement.

The first year of tactical programs’ activation generated positive results in both brand awareness and sales among USG’s Hispanic customers and key distributors. One example was a targeted promotional campaign in Dallas and Atlanta markets. This campaign to Hispanic contractors and foremen generated up to 52% CTR through geo-targeted online advertising.

• SROI evaluated the Hispanic liquor category by:
• volume/consumption
• penetration by age and acculturation
• brand preferences and patterns

• To uncover insights and drive our US Hispanic strategy, Santiago ROI conducted field-site research in emerging and key markets:
• 1,500 sample quantitative study
• 100+ in-depth field interviews in the US, Mexico & Puerto Rico

We analyzed our research and learnings to create detailed category profiles of the Hispanic consumer. These category profiles provided us with sufficient volumetric guidance to generate incremental consumption and profit projections for the US Hispanic market.

Based on the category profiles, volumetric models and incremental Hispanic profit projections, we developed long-term Opportunity scenarios and a portfolio prioritization for select PRUSA brands.

• Supported by the Opportunity Sizing recommendations, Santiago ROI created a Hispanic Business Strategy for the Chivas Regal® brand. This strategy:
• aligned with the brand image of Chivas Regal
• was pertinent to its Hispanic customers
• offered a unique framework for Off-Premise retail strategies
• provided Chivas Regal with an exclusive and extendable platform of engagement with the Hispanic community

Following this Hispanic Business Strategy that we created for Chivas Regal®, Santiago ROI developed a scalable, cause-related marketing platform that added a unique spiritual dimension to the brand.

The program, Espíritu de Progreso Latino (EDPL) or Spirit of Latino Progress, is anchored in the brand DNA of success and aspiration. It also stems from our uncovered “ownable” insight that Latinos want to be recognized for their strong values and work ethics in their constant pursuit of progress, rather than be victimized by their or their families’ status as immigrants to the US.

Santiago ROI developed and executed Espíritu de Progreso Latino (EDPL) or Spirit of Latino Progress for the Chivas Regal® brand. This program is a long-term, Hispanic CRM platform aligned with customer insights, Chivas Regal brand positioning and growth trends.

In its first year, EDPL supported national, NY & LA Latino organizations helping Hispanics attain their American dreams through career development and focused on establishing the Cause of ‘Latino Advancement’ through a viral community initiative supported with digital consumer-generated-content and P-R activity. The program successfully delivered over 40 million impressions.

• In its second year, Santiago ROI layered the EDPL movement with a strong sales/retail component tied to the brand’s new focus on Chivas Regal 18 as its ‘halo product’ (Super Premium @ $60/bottle), integrating paid media, and various yet simple consumer engagement methods:
• Retail promotion in key participating Hispanic off-premise accounts displaying POS and Chivas 18 ambassadors’ events
• Paid ads and editorial support across targeted print, radio and online channels
• Digital Direct Marketing including banner ads, contextual ads, SEM and social media marketing
• Coordinated viral support from community-based organizations through flyers, e-Blasts, e-Letters, Facebook, site links

• Campaign components drove viewers to:
• Retailers participating in the program raising financial contributions to local community-based organizations
• EDPL micro-site and Facebook page for engagement opportunities: to Vote for favorite Keys of Success; Become an EDPL Facebook fan; Post comments, questions or success stories

The 2009 EDPL program exceeded goals against the following measurements:

• Brand impact
• Improved opinion of brand = +67% vs. 50% goal.
• Improved purchase intent = +32% (see actual sales increase under Sales Impact) vs. 10% goal.
• Positive perceptions of EDPL & its support for Latino community = 91% vs. 85% goal.

• Sales impact
• Increase in Chivas Regal® 18 sales of +117% vs. YA (compared to -15% in control group of similar accounts not participating in Promo)
• Increase in overall Chivas Regal brand sales of +19% vs. YA (compared with -14% in control group)

• Target reach¹:
• Bilingual = 91% vs. 67% goal.
• Equally Bicultural = 54% vs. 40% goal.
• 30-49 year olds = 72% vs. 51% goal.

• Santiago ROI integrated paid media with various consumer engagement methods to support the brand’s focus on Chivas Regal 18 as its “halo product”:
• Retail promotion in key participating Hispanic off-premise accounts displaying POS and Chivas 18 ambassadors’ events
• Paid ads and editorial support across targeted print, radio & online media
• Digital Direct Marketing including banner ads, contextual ads, SEM and social media marketing
• Coordinated viral support from community-based organizations through flyers, e-Blasts, e-Letters, Facebook, site links

• Campaign components drove viewers to:
• Retailers participating in the program
• EDPL micro-site and Facebook page for personal engagement opportunities

• The 2009 EDPL program exceeded goals against the following measurements:
• Brand impact – Improved opinion of brand by +67% vs. 50% goal
• Sales impact – Increased Chivas Regal 18 sales by +117%
• Online engagement – Increased by +128% vs. previous year
• Target reach – Increased reach to Bilinguals by +91% vs. 67% goal

The program, Espíritu de Progreso Latino (EDPL) or Spirit of Latino Progress, is anchored in the brand DNA of success and aspiration. It also stems from our uncovered “ownable” insight that Latinos want to be recognized for their strong values and work ethics in their constant pursuit of progress, rather than be victimized by their or their families’ status as immigrants to the US.

Based on these models and the incremental Hispanic profits we were able to project, we developed long-term Opportunity scenarios and a portfolio prioritization for select PRUSA brands.

• Supported by the Opportunity Sizing recommendations, Santiago ROI created a Hispanic Business Strategy for the Chivas Regal® brand. This strategy:
• aligned with the brand image of Chivas Regal
• was pertinent to its Hispanic customers
• offered a unique framework for Off-Premise retail strategies
• provided Chivas Regal with an exclusive and extendable platform of engagement with the Hispanic community
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