Page 61 - 2019 Hispanic Market Thought Leaders

2019 HISPANIC THOUGHT LEADERS Presented by HispanicAd.com
Marissa Solis ● VP/GM – Hispanic Business Unit, Pepsico Beverages North America
In her current role, Marissa Solis leads a cross-functional business unit responsible for doubling Pepsico’s North America Beverages business with the U.S. Hispanic consumer. She is currently the Executive Sponsor for PepsiCo’s Adelante Employee Resource Group and an Advisor to the Pepsico Women of Color Alliance.
Marissa was at Deloitte Consulting as a management consultant leading change initiatives and communication consulting for Public Sector clients and spent time as a political consultant, contributing to the communication strategies of key campaigns in Texas and Mexico before taking a role in marketing at Pepsico’s Frito Lay North America Division in 2003.
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?
Multicultural/Hispanic efforts have to be front and center, from our CEO all the way down to our front line. Our efforts need to be embedded in everything we do from servicing our stores, to how our products show up on store shelves, to how we engage with the Hispanic community through advertising, social media, in store signage, and community events. We have a fully dedicated cross functional team that is spread across the country to ensure our organization has the insights and tools needed to maintain this focus in their day to day efforts.
How important is the Hispanic market for your industry and for your company?
The Hispanic market is absolutely critical for our industry and our company. As a food and beverage company, we know that the majority of our future growth will come from multicultural segments. If we are not reflecting the communities we serve in our products and in our actions, we will not succeed.
Are there any particular marketing trends you envision in the next three to five years as it relates to connecting and engaging Hispanic consumers?
As we look to continuing to connect and engage with Hispanic consumers, we are looking at trends across a broad landscape including global culinary and flavor trends, health and wellness, convenience, e-commerce, cultural trends like the evolution of music, media and entertainment as well as key environmental trends like sustainability. We have to stay well connected to the community and to all the issues that impact it to continue to remain relevant and develop solutions that address their biggest needs.