A multi-tasking, having-it-all mom of two with over 18 years of experience in the Hispanic market, Angela began her career at one of the first digital Hispanic shops before moving into traditional advertising. A true Fusionista, her love of all things digital, and a passion for music led to a 2-year stint at a leading Hispanic entertainment portal to explore the evolved digital arena.
Ultimately it was the desire to more regularly walk alongside consumers that led her back to planning and Alma where she now leads the strategic planning and insights department. Together with her team of nine strategists and analysts, she is responsible for leading research, development of consumer insights and creative strategy for Alma’s roster of brands.
Angela also oversees Alma’s Culture Lab, an innovation think tank that leads the marketplace in Cultural Curation, Consulting and Research. This work includes the development of a proprietary social listening tool that fills the gap left by enterprise systems which cannot parse Hispanic conversations from the social sphere. With this platform, her team can monitor and report on the cultural shifts that signal long-term changes among Hispanic consumers. These findings in turn inspire areas of exploration for our industry-impacting POVs and White Papers. The Culture Lab has also developed Quick Assess, a benchmarked quantitative copy testing platform that provides clients a cost and time efficient solution for pre-testing.
Angela truly grasps the changing face of the U.S. today, and of Hispanics’ evolving impact on American culture at large and she gets most excited when working on projects related to music, Millennials, Latinas and families.
Brands she has helped grow by connecting them with Hispanic consumers in more culturally relevant ways: McDonald’s, State Farm, Sprint, Tobacco Free Florida, McCormick, PNC Bank, Juicy Fruit, Kraft, Quaker, Clamato, Perdue, Bud Light, Budweiser, Presidente, Beck’s, Rosetta Stone, Nokia, Quest Communications and Volkswagen.