Page 49 - 2019 Hispanic Market Thought Leaders

2019 HISPANIC THOUGHT LEADERS Presented by HispanicAd.com
Javier Delgado-Granados ● Sr. Director of Marketing, Walmart
Javier Delgado-Granados has 20 years of experience in marketing retail and packaged goods targeted at multicultural audiences. Prior to rejoining Walmart in March 2018, Javier held the role of Group Director for Multicultural Marketing Sparkling Beverages and Strategic Marketing at The Coca-Cola Company.
Before entering the world of Coca-Cola, Javier held the role of Director of Multicultural Marketing and Advertising at Walmart. Prior roles include serving as the Marketing Manager at Dr Pepper Snapple Group.
He is a veteran of the Hispanic advertising and communications industry, having held various key roles at agencies including DRAFTFCB, The Vidal Partnership, Casanova Pendrill and Dieste, Harmel, & Partners. Javier is a native of Bógota, Colombia.
What are some of the ways you and your team embed Multicultural/Hispanic efforts into the fabric of your organization, in order to ensure that the segment is prioritized accordingly?
Walmart has always championed their multicultural audiences, and all of the many key stakeholders around the organization have diverse senior team members looking out to keep the multicultural consumer at the center of each program.
From the Walmart Foundation to the marketing team, the merchants, and the associates, we make sure we have strong representation in our ranks so that we can better serve our diverse customer base. But, this is not to say that simply having multicultural employees is enough to develop effective multicultural work; you need staff, management, and leadership that understands the importance of relevant messaging, knows how to turn belief into action, and how to ensure we are not only reaching our segments, but impacting them across all touchpoints and ecosystems.
How important is the Hispanic market for your industry and for your company?
The importance of the U.S. Hispanic market has been well documented as key for growth across almost all major industries and especially in the retail industry, where we have seen their spending power positively impact against several verticals like grocery, consumables, lifestyle, and others.
The future of retail is tomorrow’s customer, and the Hispanic market is one of the key young demographics. Simply stated, winning with Hispanics ensures success, today and in the future. The influence of Hispanic culture is also deeply influential in other cultural spheres within the U.S. By keeping abreast of Hispanic needs, trends, and behaviors and catering to them appropriately, it helps keep us forward thinking for what may come next.