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2021 HMC STRATEGIC EXCELLENCE AWARDS JUDGES


The Hispanic Marketing Council (HMC) Strategic Excellence Awards, the only award of its kind that honors multicultural strategic thinking and cultural competence in marketing. The jury roster features executives representing Hispanic marketing, media and digital agencies, as well as key client leaders.


The jury includes:
 

Maurice Cooper, Senior VP, Guest and Brand Experience Marketing at Target and president of the jury
 

Maurice joined Target in September 2020 and is a dynamic storyteller, award-winning marketer, and proven general manager, developing inspiring and bold vision for multi-billion dollar brands, and translating it into strong financial performance and consumer love.

Most recently, Maurice served as SVP, chief marketing officer, and then was promoted to EVP, chief growth & experience officer at Wingstop Restaurants. Under his leadership, Wingstop saw same-store sales growth exceed Wall Street consensus by more than 2.5X, restaurant transactions increase by 900bps YOY, a statistical growth in brand awareness and equity scores leading to nearly 2MM new guests, and a digital sales mix that outpaced the industry by 3X. As a result, Maurice received national recognition as a 2019 CMO Club Growth Award recipient for outstanding acceleration in the business.  

Prior to Wingstop, Maurice had progressive domestic and global brand leadership responsibility at InterContinental Hotels Group (IHG), where he led global brand definition, strategy, and innovation for the four brands of the Holiday Inn Brand Family. Heading up an estate of more than 3,500 hotels, in over 50 markets, and contributing more than 70% of IHG's EBITDA, Maurice drove global marketing communications platforms delivered around the world and across digital channels, as well as food and beverage, service, and hotel design strategies.

For nearly 10 years previous, Maurice was as a “next generation leader” and standout marketer at The Coca-Cola Company, responsible for the Coca-Cola, Sprite, and Coke Zero brands, as well as serving as a general manager of the company’s Venturing and Emerging Brands business unit (e.g., Honest Tea, illy coffee, ZICO coconut water and Core Power protein drink). During his tenure, Maurice outpaced internal forecasts to lead Coke Zero past $2 billion in sales, co-authored and executed the turn-around strategy for Sprite, and launched product and digital innovations, such as My Coke Rewards, the largest consumer products loyalty program in the US. He consequentially was honored during this time by AdWeek, The Internationalist, and MediaVest for marketing excellence.

Maurice began his career as a consultant at the Boston Consulting Group, and is a graduate of both the Darden School of Business at University of Virginia, where he received his MBA, and  Morehouse College, where he received a BA in Marketing.


Carmen Barker, Global Senior Brand Manager, VASELINE at Unilever

Carmen is a global senior brand manager for VASELINE at Unilever where she is responsible for managing the brand’s purpose initiatives and campaigns.

She has been working in consumer products and beauty for the past 15 years. Prior to working at Unilever, she was a brand manager at Estée Lauder and AVON.

Throughout her career she has successfully built brands that have had a deep impact and connection with a diverse range of consumers, including brands such as Q-tips, Dove Men+Care, Degree, and most recently Vaseline.

She has a deep love for creative storytelling and is a strong believer that today we have the power to use brands and products as a force for good.


 


Tachea Corbett, Group Strategy Director at the community


Tachea is currently a group strategy director at the community, a creative agency.
Innate curiosity has served Tachea well in building a planning career that spans research, insights, ideation, innovation, and strategy.

Passionate about culture and consumers, Tachea collaborates with marketers and agencies alike; providing strategic insight to guide the development, execution, and evolution of campaigns and activations built to deliver brand engagement and growth. Her experience covers a wide range of industries and audiences including CPG, beverage alcoholic, government, auto, utilities, banking, media, millennials, multicultural, and moms. She also champions talent development and team building.

She's a graduate of Duke University and prior to joining the community in 2020, she held planning roles at Time Inc, Diageo, Carol H Williams Advertising, Team Unilever Shopper/Geometry and WPP.

 


Roberto Hernández, Director Social & Digital Strategy at Dieste, Inc.
 

Roberto is the head of social and digital strategy at Dieste. He is a creative and passionate social media pioneer with a 20-year career in the advertising and public relations industries in two countries. Experienced in US multicultural marketing, Roberto has worked with Fortune 500 clients such as AT&T, Frito-Lay, Dell, Chevrolet, Anheuser-Busch, Nissan, Nokia, Xerox and Lowe’s, among others.
Roberto launched the first corporate blog in Spanish back in 2007 with DellenDirecto, the first social media pages for Hispanic market with Budweiser Latino and Bud Light Latino in 2009 and has worked in campaigns such a Target´s Sin Traducción, Bud Light´s Ya se Armó, DIRECT TV´s Altuve Quits and most recently Cheetos´ Deja Tu Huella.
He has earned several awards during his career and serves as SXSW Interactive Awards judge since 2010.
Hernández has a degree in Communication Science from the Instituto Tecnológico y de Estudios Superiores de Monterrey, Campus Ciudad de México.

 


Claudia Oddo, Audience Marketing at Pandora
 

Claudia covers audience marketing at Pandora Music x SXM Media.
Following a career built in diversity and inclusion, her current role focuses on educating the market by utilizing her skillset of understanding consumer behavior, data, and authentic cultural storytelling across audiences, including Latinx, Black, AAPI, Gen Z, LGBTQ+, and more.
She is a passionate writer and storyteller, presenting and speaking in high-profile agencies, events, webinars, and conferences on the importance of brands profoundly connecting to diverse audiences.

 


Jennifer Woods, Managing Director-VP Insights & Strategy at Captura Group

Jennifer is the managing director-VP insights & strategy for Captura Group, a nation’s leading U.S.-Hispanic- and digital-first advertising agency.

She has nearly three decades of experience within the U.S. Hispanic and broader multicultural marketing industry, including leadership roles within agency, media and research & measurement entities. The first 18 years of her career were spent at The San Jose Group (SJG), an agency known for helping to launch the U.S. Hispanic advertising industry. At SJG, she helped brands in more than 40 categories successfully enter the U.S. Hispanic market and ultimately helped to create SJG’s strategic consulting and PR divisions.
Most recently, Jennifer worked as VP media client solutions at Nielsen, where she helped expand best practices for measuring U.S. Hispanic and multicultural audiences and driving growth for marquis media clients like Univision. She sits on the Data, Metrics and Insights Committee of the the Alliance for Inclusive and Multicultural Marketing (AIMM), led by the ANA.  At Captura Group, Jennifer oversees the research, insights and strategy initiatives for all of the agency’s clients, laying the proper foundation for unlocking and accelerating growth from the multicultural marketplace.

 

 

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