FORA.tv Speaker - Graciela Eleta

 Graciela  Eleta  Thumbnail

Biography

Graciela Eleta is senior vice president in the Client Development Group (CDG) at Univision Communications, Inc, the leading media company serving Hispanic America. CDG is a dedicated consulting team of 50 plus seasoned veterans from media, marketing and agency backgrounds who help marketers develop and execute their strategies to drive sales with Hispanics. She leads the Brand Solutions team, CDG's insights and strategy division. Ms. Eleta and her team work with clients to develop the business case for targeting Hispanics and roadmap to engage this consumer. They assist brands in unearthing consumer insights, analyzing category trends, assessing the competitive landscape, benchmarking industry best practices, driving creative relevance and consulting of consistency of media support. A cornerstone of their approach is helping companies evolve from treating Hispanic as a niche, to deploying a "total market strategy," where Hispanic is integrated into all phases of the business planning process. Ms. Eleta worked at Procter & Gamble for 21 years, most recently as vice president for Multicultural Business Development. In that capacity, she was responsible for developing marketing and retail strategies to win with Hispanic and African American consumers. Under her direction, P&G's multicultural division was widely recognized as an industry leader. Ms. Eleta previously served as general manager for P&G's Puerto Rico subsidiary, where she successfully launched brands like Pantene, Olay and Swiffer. Among her professional accolades, Ms. Eleta was honored as one of Advertising Ages' 2009 Women to Watch. She was recognized by Hispanic Business Magazine among the Top 25 Elite Women of the Year in 2004 and received the 2000 Top Management Award and the Executive of the Year" Sales & Marketing Association award. She has been prominently featured in several articles focused on Hispanic consumers, including Time magazine's "Diapers for Fatima" (February 2005) and Business Week's "Hispanic Nation." In December 2006, she was featured in a cover story in The Advertiser, the official magazine of the Association of National Advertisers, as "Procter & Gamble's shining star of Hispanic marketing." Since 2010, Ms. Eleta has served as a member of the Clorox Hispanic Advisory Council. Ms. Eleta earned a Bachelor of Arts degree in Economics, magna cum laude, from Wellesley College and an MBA from Boston College. She is married, has two children and loves to read and travel.

1 Program

America the Beautiful: The Mindscape of Key Shoppers

05.15.12 | 00:39:31 min | 4 comments