Latinos Use Technology For Culture Sustainability
How CulturEdge are you? Whether Latino or not, you could be on the CulturEdge, that place where cultures mesh, influence and are influenced by one another. It’s not stagnant, it’s a remix of familiar and new. It’s about exchanging, recreating, refining, reinventing, and reimagining culture to fit more diverse surroundings. We’ll introduce a segmentation model that dispels any notion of homogeneity or one-way acclimation to the mainstream. With each generation comes change as society influences and is influenced by Latinos, and other cultures, in important ways. We’ll talk about the profound role of technology as a cultural catalyst and why AT&T makes culture an important part of its messaging mix to grow the Latino business today and in the foreseeable the future.
Adrienne Pulido is Vice President of Research and Strategy at EthniFacts, a new mainstream research firm. Adrienne owned a research and strategic planning consultancy where she worked on Latino trends and brand assignments. Her client list included AT&T, McDonalds, Axe, Levi's, Hewlett Packard and various agencies. She was previously COO & Strategy Director at Bromley Communications, where she led strategic assignments for clients like P&G, Capital One, and others. In the '90s, Adrienne was Latin America Strategic Planning Director for DMB&B Americas where she developed training workshops for 16 countries.
Cristina Garcia Gamboa
Dir of Hispanic Mktg & Advertising
Cristina Garcia Gamboa – Director of Hispanic Marketing & Advertising, AT&T
A graduate of AT&T’s flagship Leadership Development Program, Cristina has worked in several areas of the business including Customer Care, National Consumer & Business Marketing, Network operations, AT&T Retail, and is currently the Director of Hispanic Advertising & Marketing for AT&T. She was recently recognized as one of “Houston’s Young Latina Leaders” for her corporate achievements as well as her dedication to her community. She currently serves as an Advisor to AT&T’s Young Professionals organization and is a mentor.
Cristina is a proud native of Houston, TX and a graduate of Smith College where she received a Bachelor of Arts in Economics and Latin American Studies and holds a Master’s degree in Marketing from Northwestern University in Evanston, IL.
In her current role, she is responsible for Marketing Strategy and Advertising Execution of AT&T’s Hispanic Home Solutions Acquisition program. It is an integrated approach that revolves around the customer; gathering customer insights, then defining the strategy and execution of many programs across all tactics. Her campaigns span across TV, Radio, Print, Direct Mail, SEM, SEO, Mobile, Social Media, E-commerce, database marketing, retail promotions, website management and PR. She drives sales results through specialized and innovative marketing campaigns.
Cristina currently lives in Houston, TX with her husband Manuel and their three young children.