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Tuesday, April 17 • 2:55pm - 3:35pm
Latinos Hallmark: The Evolution – not the Revolution – of a Brand

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The US consumer landscape has changed dramatically in the last 20 years. During that time Hallmark has made significant strides in connecting with communities of color. In this session you will learn how a company that has been around for more than a century has established relationships with all consumers.  We will focus specifically on Hallmark VIDA, our Spanish-language brand, and we will share how growth has required the Multicultural Center of Excellence and the brand management team collaborating under the umbrella of a Hispanic Employee Resource Group. Join us to understand how these efforts have helped educate partners and raise brand champions across the organization.

avatar for Carlos Ayala

Carlos Ayala

Brand Development, Retail Strategist, Multicultural Leader, Hallmark Cards, Inc.
Carlos is a seasoned domestic/international marketing veteran.  He is known as a top marketing executive for garnering new markets and consumers in the U.S. and International markets. His past experience in domestic and international companies includes Hallmark Cards Inc., Collective... Read More →

Tuesday April 17, 2018 2:55pm - 3:35pm EDT
19th Floor