Derene Allen discusses Multicultural Marketing: Requirements and Realities.
Effective marketing communication involves more than just language. Making successful connections with prospective buyers is not easy in an increasingly diverse consumer market. Sellers of programs, services or products, whether in the for-profit, nonprofit or government arenas, can significantly benefit from an approach that is conscious of cultural nuances.
Allen will provide an overview of key principles as well as a framework for implementing solutions- The Commonwealth Club of California
Derene Allen is Senior Vice President and Partner of Santiago Solutions Group. Allen has been with SSG since 2001 and now heads SSG's San Francisco practice adding deep direct response, loyalty and Latin American marketing experience. Prior to SSG, Derene was GM US Hispanic for Fiera, a Latino e-commerce site. Allen has served as an adjunct professor in Latin American universities such as the Tecnológico de Monterrey. While in Mexico and Peru, she served as a consultant for CCM-FEMSA (a leading beer-soda conglomerate), UNICEF and AeroMexico. Previously, Derene co-founded The Innova Group, an international marketing firm where she consulted for J&J, Cigna, Philips, Kodak, Dannon, Nestlé and P&G. Allen started her career in the financial services/travel industry with 10 years at American Express, ultimately responsible for Market Research, Strategic Planning, Marketing & Communications for 45 countries in Latin America and the Caribbean for all Card, Travelers Cheque and Insurance products. She is a visiting lecturer at Cal State University and her insights have been published in books such as Hispanic Marketing and Public Relations. Allen is the recipient of many U.S. and International Direct Marketing Awards. A native of Aruba, she is fluent in Spanish and Portuguese and served on the Board of MANA, a national Latina leadership organization well known for its middle school mentorship program. She received her MBA from the Garvin School of International Management (Thunderbird).