Latinas in Marketing: A Comprehensive Analysis

Latinas in Marketing: A Comprehensive Analysis

by | Aug 1, 2023 | Articles, Reports

Latina Marketer

Latinas in Marketing:

A Comprehensive Analysis

In recent years, the marketing industry has been witnessing a shift towards diversity and inclusion, promoting equal representation of underrepresented groups. This report delves into the state of Latina women in marketing, focusing on their presence, challenges, and achievements in both the United States and international markets.

The State of Latina Marketers in the US

Obtaining comprehensive data on the exact percentage of Latinas in the marketing industry can be challenging, but we can present an estimation based on available statistics as of the last known data in 2021. According to a report by the American Association of Advertising Agencies (4A’s) and LinkedIn, Latina women accounted for approximately 5% of the marketing workforce in the United States.

Latinas are underrepresented in the marketing industry, despite their potential to make significant contributions.

Challenges Faced by Latinas in Marketing

Latina women in the marketing industry encounter several challenges, including:

Lack of Representation: The underrepresentation of Latinas in leadership positions and decision-making roles hinders their career growth and recognition.

Stereotypes and Biases: Prevalent stereotypes can lead to unconscious biases that impact opportunities and promotions for Latina marketers.

Pay Disparities: Latina women often face pay disparities compared to their male and non-Latina counterparts with similar qualifications and experience.

Language and Cultural Barriers: Language and cultural differences can sometimes present challenges in effectively communicating marketing strategies to diverse audiences.

Inspiring Latina Marketers in the US

  • Claudia Romo Edelman: Founder of We Are All Human Foundation, dedicated to advancing the rights of marginalized communities through marketing and advocacy.
  • Sonia Sroka: Renowned marketing strategist with a focus on multicultural audiences, diversity, and inclusion.
  • Carla Eboli: A prominent marketing executive known for her work in building strong brand identities and customer engagement strategies.
  • Lizette Williams: A trailblazer in brand marketing, with a history of creating impactful campaigns and initiatives.
  • Sandra Alfaro: A leading expert in multicultural marketing and co-founder of Wing, a marketing agency focusing on diverse audiences.

Latina Marketers Who Are Trailblazing Abroad

While comprehensive data on Latina marketers outside the United States is limited, the following list highlights ten influential Latina marketers who have made significant contributions internationally:

  • Liliana Gonzalez: A marketing strategist known for her expertise in Latin American markets and cultural insights.
  • Maria Lopez Fernandez: An accomplished digital marketing professional, specializing in global campaigns and cross-cultural branding.
  • Gabriela Salinas: A leader in experiential marketing, working extensively across European and Latin American markets.
  • Sofia Rios: A prominent social media marketer, with a large following across Latin American countries.
  • Ana Navarro: A successful marketing consultant, recognized for her work in bridging cultural gaps for international brands.
  • Camila Silva: An expert in influencer marketing, driving brand collaborations across Latin American markets.
  • Martina Morales: A trailblazer in content marketing, focusing on culturally sensitive storytelling.
  • Isabella Rojas: An expert in international market research, providing valuable insights for global marketing campaigns.
  • Valentina Gutierrez: A leading voice in cause-related marketing, advocating for social change across diverse regions.
  • Laura Jimenez: A pioneer in mobile marketing, driving innovation in the Latin American tech sector.

The representation of Latina women in the marketing industry remains modest in the United States and globally.

If you’re a marketing professional looking to make a significant impact in your career mentorship can help you unlock your full potential and propel your career. In a competitive industry like marketing, guidance, and support from experienced mentors can provide invaluable insights, wisdom, and networking opportunities. Embracing mentorship will not only equip you with the necessary skills and knowledge to navigate the complexities of the marketing world but also empower you to break through barriers and shatter glass ceilings. Embrace the unique perspective and rich cultural background you bring to the table, and let a mentor help you harness your strengths. With their guidance, you can build a strong foundation, conquer challenges, and pave the way for future generations of Latina professionals. Your voice and unique perspective will be a benefit to the success and innovation of the entire marketing industry.

Additional Resources

Lean Into Mentorship

The MarketHER Group’s Leadership Circles and SheSuite mentorship programs are excellent ways to learn from the experiences of others and gain insight and support to help you cope with workplace challenges and future goals.

Learn more
Empathy – An Antidote to Unconscious Bias

Empathy – An Antidote to Unconscious Bias

by | Jun 13, 2023 | Articles

Leading with Empathy: An Antidote to Negative Emotion in the Workplace

In the ever-evolving field of marketing, women are making remarkable strides, driving innovation, and leading teams with unparalleled compassion. Yet, studies reveal unconscious gender and racial biases persist in the workplace, creating obstacles hindering progress and women’s professional growth. But what if we could rewrite this narrative? What if you had the power to overcome these challenges and reshape the industry itself? What do you think holds the key? What if reframing our thinking and embracing empathy could catalyze change? By harnessing these transformative approaches, we can fearlessly navigate the treacherous waters of bias, unleash our unique strengths, and forge a more inclusive future for our industry.

Unconscious biases dwell within us all, silently shaping our perceptions, decisions, and actions yet often eluding our conscious awareness. It’s time to expose their secrets and pave the way for true equity.

Wisdom from Charity Youngblood – Charity Youngblood, a seasoned marketer and host of the “Life’s Questions & Lessons” podcast, shares her insights on overcoming challenging scenarios. Ever faced male colleagues dismissing your ideas only to repeat them as their own? Charity offers empowering advice that you have the power to reshape the narrative.

You Have the Power to Affect Change

Reframing involves consciously challenging and changing our thoughts and perspectives. When faced with biases, it is crucial to reframe negative comments and behavior into positive learning experiences. Instead of internalizing biases and responding with fight, flight, or freeze, view them as a reflection of others’ internal turmoil.

Reframing empowers us to take control of their narratives and maintain a positive outlook, fueling resilience and determination. Our colleague may be somehow threatened or offended by us or have an unconscious bias. It takes us choosing to reframe our emotional response to another person’s inner turmoil into one of empathy and compassion. Doing this helps create a learning experience that promotes trust, improved communication, and productive collaboration.

So how should we respond when a coworker speaks or acts in a way that makes us feel disrespected, marginalized, or underestimated?

The Filtered Response

Take a Breath

Responding out of anger or hurt feelings won’t help the situation.

Ask yourself:

  1. Might I have done anything to offend this person? If so, figure out what steps on their toes and tries to avoid repeating that offense.
  2. If this person has an issue with me, it’s likely not about me, and it doesn’t mean they are toxic. They are likely dealing with something internally that has nothing today with me.
  3. Remember that anyone can be emotionally or mentally fragile at any given point.

Guidance from Scriptures

Do not be easily offended – 1 Cor. 13:5

Kill them with kindness – Prov. 25:21, 22

Do your best to promote peace – Romans 12:18

Do not judge – Matt. 7:1-5

Embracing Your Strengths

An effective strategy for overcoming biases is to focus on personal strengths and achievements. By recognizing and embracing your unique abilities, you can build confidence and defy stereotypes. Celebrate your accomplishments, and don’t shy away from self-promotion. Share your ideas and expertise, and actively seek out opportunities to showcase your skills. Emphasizing your value in the workplace will create an environment where biases are challenged and diversity is celebrated.

New Lens: Empathetic Leadership

Refrain from judgment. We all have faults. We all have bad days. We all have some unconscious biases. And we all have, at some point, offended others. By actively listening to our colleagues and seeking to understand their perspectives and experiences, we can open the way to ongoing conversations that build trust and mutual respect.

A New Lens: Empathetic Leadership

Refrain from judgment. We all have faults. We all have bad days. We all have some unconscious biases. And we all have, at some point, offended others. By actively listening to our colleagues and seeking to understand their perspectives and experiences, we can open the way to ongoing conversations that build trust and mutual respect.

Embracing Your Strengths

An effective strategy for overcoming biases is to focus on personal strengths and achievements. By recognizing and embracing their unique abilities, women in marketing can build confidence and defy stereotypes. Celebrate your accomplishments, and don’t shy away from self-promotion. Share your ideas and expertise, and actively seek out opportunities to showcase your skills. Emphasizing your value in the workplace will create an environment where biases are challenged, and diversity is celebrated.

Lean Into Mentorship

The MarketHER Group’s Leadership Circles and SheSuite mentorship programs are excellent ways to learn from the experiences of others and gain insight and support to help you cope with workplace challenges and future goals.

Group Mentoring1:1 Mentoring

Continued Growth:

Learn more about coping with unconscious biases and building better relationships in the workplace from MarketHER ProTalks and SheSpeaks video series. 

Persuasive at Work: Three Communication Strategies to Make you More Influential

Career coach Carleen Hicks shares insight on navigating difficult conversations at work.

Watch

Leading through Empathetic Conversation

Conversational Leadership Strategist and Interactive Global Speaker Bev Handcock discusses empathy as an effective method of coping with unconscious bias and building trust in the workplace.

Watch

Is Mentorship Your Calling?

Is Mentorship Your Calling?

by | May 8, 2023 | Articles

Is Mentoring Your Calling?

Remember when you were a kid, and your dream was to grow up and help people?

Doctors and teachers are not the only heroes. Marketing professionals can also help people. By becoming a mentor, you can find great joy and fulfillment in giving back to our community.

Unfortunately, studies show that women are often underrepresented in mentorship programs. According to the Women in the Workplace 2022 report by McKinsey & Company, women are less likely to have access to senior-level mentors, and as a result, they miss out on valuable opportunities for career development.

What makes a great mentor?

Are you passionate about sharing your knowledge ad experience?

Are you good at asking questions and being a active listener?

Do you give honest and candid feedback?

If you toggled yes and are a senior marketer,

The MarketHER Group invites you to:

Provide a safe space for women to discuss challenges they face in the workplace. And provide guidance on how to navigate difficult situations and offer insights on how to succeed in a male-dominated field.

Give another woman greater visibility and exposure. You can introduce your mentees to new contacts and opportunities and help them build a strong professional network.

Offer training and support to help their mentees develop their abilities, whether it’s in marketing strategy, leadership, or communication.

The SheSuite program provides a unique opportunity for women in marketing to give back to their community while also enhancing their own skills and knowledge. By becoming a SheSuite mentor, you can help another woman find greater success and career satisfaction.

Apply to be a mentor

Learn more

The Power Of Mentorship: How Mentors Can Help Employees Grow And Succeed

What Efficient Mentorship Looks Like

A Mentorship Story: Veronica Purvis & Natalie Thomas

DEI is Easy

DEI is Easy

by | May 8, 2023 | Articles

DEI is Easy

So, here’s the thing: a lot of people are saying that DEI just doesn’t work.

They’re pointing to the past four years, both in the US and globally, and saying that even though statistics prove that diverse companies are better positioned to capture new markets, with higher markets comes better performance and ridiculously higher revenue. It makes you wonder, is DEI (Diversity, Equity, and Inclusion) not working, or is it more about how we create and implement DEI initiatives?

Change is Not Easy.

One MarketHER member who is a minority female on an all-white male leadership team was asked to lead the DEI charge where she works. She was curious why the torch was being passed to her before her colleague even had a chance to begin. “Word on the street is,” he explained, “DEI isn’t working.” Given that he, too, belongs to a minority group, she expected him to be empathetic. “I was surprised,” she admitted, “but I get it; everyone wants to belong. So given the opportunity to assimilate, some simply will not have the courage to take a stand.” Additionally, there’s the fear of losing one’s job. Or fear of change itself. So, we’re not here to judge.

When questioned about his unwavering commitment to organizing marches despite inevitable violence and sleepless nights in jail cells, Martin Luther King Jr. once stated, ‘We must look our adversaries in the eyes and force them to face humanity”. King knew that the winning strategy was to disarm fear and facilitate collaboration. The pursuit of equity can only be won if those who feel threatened by DEI can see the benefits to the bottom line.

Recognizing the Benefits is Easy

Embracing DEI will not happen overnight. Yet, when companies do not prioritize DEI, they risk alienating employees and customers who value diversity. Employees will feel excluded, unsupported, and undervalued, decreasing engagement, productivity, and retention. In contrast, a company with a healthy DEI culture benefits from increased employee engagement, innovation, creativity, and better customer satisfaction.

Check the numbers:

According to a study conducted by McKinsey, companies with diverse executive teams are 33% more likely to outperform their peers on profitability. Additionally, companies with gender and ethnically diverse teams have a 25% higher likelihood of achieving above-average financial returns.

However, a company’s responsibility to prioritize DEI extends beyond its bottom line. By choosing to prioritize DEI, some companies are proving that it’s possible for everyone, regardless of race, gender, ethnicity, sexual orientation, or religion, to be a valued and respected team member and feel a sense of belonging. Employees thrive in company cultures that foster equal opportunities instead of holding to traditions that avert leveling the playing field.

Easy Adjustments Any Company Can Implement

In the article, 6 Ways To Level The Playing Field, Forbes writer Bianca Miller Cole outlines key components companies can implement to help ensure equal opportunities for all employees, including mentorship. Mentorship can help foster positive relationships within the company. Companies can include mentoring in managerial and departmental KPIs. 

In Tara Jaye Frank’s book, The Waymakers, Tara explains how building relationships is the key to equity in the workplace.

“Curiosity breeds familiarity. Familiarity makes way for trust. Trust builds relationships. Relationships open doors of opportunity. The only way we achieve equity is together.” – Author Tara Jaye Frank, The Waymakers

Easy Adjustments Every Individual Can Make

Effective communication is a soft skill we are all continuously honing. According to Inc.com, bridging the communication gap between men and women is essential to building better workplace relationships.

We’ll leave you with this, the video below is a light-hearted visual aid that explains how you can jump start your personal journey to embracing diversity, equity, and inclusion. 

The MarketHER Group Supports DEI by

Supporting Women Marketers

 

The MarketHER Group supports women marketers’ professional growth and development by facilitating community, peer-2-peer learning, one-on-one mentorship and leadership training.

If you are a CEO, CMO, or HR manager, we encourage you to sponsor a woman marketer or work with us to facilitate a mentorship program in your company. Women are an invaluable asset to any company. By investing in the success of women marketers, companies unlock their full potential and drive long-term employee engagement, innovation, and profitability.

 

Sponsor a mentee