AMA Multicultural Marketing SIG: Multilingual, Multicultural Marketing?

Overview:

In this event, American telecommunications giant, Comcast will share their approach and experience in Multicultural Marketing.

Comcast has been carrying multicultural programming in the US for over 12 years, and as their business grew, so did the need to carry additional programming, and they branched out into even more ethnicities. Their customers speak many languages and are from many backgrounds. For them it is important to ensure their employees and products relate to customers.

Cultural sensitivity, nuance, appeal, preference, behavior, and response differ widely across different ethnic groups and even within subgroups of the larger segments. Understanding those is key for any multicultural marketing effort.

Having spent decades in building brands, companies should be willing to spend a few years to build a culture-specific, following organizations that do so will reap the benefits of increased mindshare and market share within these high-growth segments. This is the Comcast success story about Multicultural Marketing.

Speaker:

Javi Lopez, Director of Multicultural Marketing, Comcast

Speaker Bio:

Javi was born in Mexico and came to the United States to pursue his dreams to Graduate with his MBA from the University of Notre Dame and pursue his career in Business Development.

While working fulltime at Ross Laboratories, Javi attended a local college to learn English & earned his Associates Degree. Thereafter, Javi graduated from the University of Davenport with a Bachelor Degree in Business. In year 2000, he achieved one of his dreams, graduated from the University of Notre Dame with his MBA.

Javi lives in the Atlanta area with his wife.

In 2013, Javi Lopez joined Comcast in the Central Division as the Director, Multicultural Marketing, with responsibilities for strategy, marketing, sales, and business development. Prior to joining Comcast, he led the Business Services Segment for CenturyLink. In his earlier career, Javi worked in Mergers & Acquisitions where he led the business strategy; including, market expansion, acquisitions, franchising, due diligence, negotiations and integration of several companies.

Javi’s greatest strengths are his love for God, personal integrity, passion to grow businesses, and his strong leadership & communication. He thrives on challenges, particularly those that expand the company’s reach.
Javi has a love and passion to help his community and has taught Spanish and English as a second language; Statistics, Business and Marketing, and continues to mentors young professionals and small business owners.