Karla Lucia
AIMM Advisory Board Member at ANA AIMM- Claim this Profile
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Spanish Native or bilingual proficiency
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English Native or bilingual proficiency
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Bio
Joe Paz
I had the pleasure of working with Karla when leading Verizon's Hispanic marketing efforts. Karla (and LatinSphere) always overdelivered innovative and out of the box solutions to target the Spanish dominant audience. Through Karla's leadership, careful research was conducted, the opportunity identified and various concepts developed. As the client, Karla made my job at Verizon an easy one. LatinSphere was key in developing programs to target Hispanic families in the community with experiential marketing programs that appealed to the audience, engaged them creatively and asked for the sale. We were always one of the busiest at small or large events, sponsorships and other community involved programs. The Hispanic audience wanted to see us involved in the community and through Karla's tireless efforts and innovative/creative programs, we soon became closely identified as a staunch supporter of the Hispanic community. If you are searching for an agency and people that understand how to reach the Hispanic audience, I give Karla and LatinSphere the highest recommendation possible.
Belinda Wilson
Karla is a phenomenal CEO and marketing strategist. Her leadership and businesses acumen is evidenced by the innovative and creative concepts the Latinsphere team offers. Karla is an expert in multicultural marketing as well and leverages consumer insights to provide growth strategies that propelled our organization into new markets. She is insightful and definitely the executive you want to partner with to achieve accelerated and sustained growth.
Joe Paz
I had the pleasure of working with Karla when leading Verizon's Hispanic marketing efforts. Karla (and LatinSphere) always overdelivered innovative and out of the box solutions to target the Spanish dominant audience. Through Karla's leadership, careful research was conducted, the opportunity identified and various concepts developed. As the client, Karla made my job at Verizon an easy one. LatinSphere was key in developing programs to target Hispanic families in the community with experiential marketing programs that appealed to the audience, engaged them creatively and asked for the sale. We were always one of the busiest at small or large events, sponsorships and other community involved programs. The Hispanic audience wanted to see us involved in the community and through Karla's tireless efforts and innovative/creative programs, we soon became closely identified as a staunch supporter of the Hispanic community. If you are searching for an agency and people that understand how to reach the Hispanic audience, I give Karla and LatinSphere the highest recommendation possible.
Belinda Wilson
Karla is a phenomenal CEO and marketing strategist. Her leadership and businesses acumen is evidenced by the innovative and creative concepts the Latinsphere team offers. Karla is an expert in multicultural marketing as well and leverages consumer insights to provide growth strategies that propelled our organization into new markets. She is insightful and definitely the executive you want to partner with to achieve accelerated and sustained growth.
Joe Paz
I had the pleasure of working with Karla when leading Verizon's Hispanic marketing efforts. Karla (and LatinSphere) always overdelivered innovative and out of the box solutions to target the Spanish dominant audience. Through Karla's leadership, careful research was conducted, the opportunity identified and various concepts developed. As the client, Karla made my job at Verizon an easy one. LatinSphere was key in developing programs to target Hispanic families in the community with experiential marketing programs that appealed to the audience, engaged them creatively and asked for the sale. We were always one of the busiest at small or large events, sponsorships and other community involved programs. The Hispanic audience wanted to see us involved in the community and through Karla's tireless efforts and innovative/creative programs, we soon became closely identified as a staunch supporter of the Hispanic community. If you are searching for an agency and people that understand how to reach the Hispanic audience, I give Karla and LatinSphere the highest recommendation possible.
Belinda Wilson
Karla is a phenomenal CEO and marketing strategist. Her leadership and businesses acumen is evidenced by the innovative and creative concepts the Latinsphere team offers. Karla is an expert in multicultural marketing as well and leverages consumer insights to provide growth strategies that propelled our organization into new markets. She is insightful and definitely the executive you want to partner with to achieve accelerated and sustained growth.
Joe Paz
I had the pleasure of working with Karla when leading Verizon's Hispanic marketing efforts. Karla (and LatinSphere) always overdelivered innovative and out of the box solutions to target the Spanish dominant audience. Through Karla's leadership, careful research was conducted, the opportunity identified and various concepts developed. As the client, Karla made my job at Verizon an easy one. LatinSphere was key in developing programs to target Hispanic families in the community with experiential marketing programs that appealed to the audience, engaged them creatively and asked for the sale. We were always one of the busiest at small or large events, sponsorships and other community involved programs. The Hispanic audience wanted to see us involved in the community and through Karla's tireless efforts and innovative/creative programs, we soon became closely identified as a staunch supporter of the Hispanic community. If you are searching for an agency and people that understand how to reach the Hispanic audience, I give Karla and LatinSphere the highest recommendation possible.
Belinda Wilson
Karla is a phenomenal CEO and marketing strategist. Her leadership and businesses acumen is evidenced by the innovative and creative concepts the Latinsphere team offers. Karla is an expert in multicultural marketing as well and leverages consumer insights to provide growth strategies that propelled our organization into new markets. She is insightful and definitely the executive you want to partner with to achieve accelerated and sustained growth.
Experience
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ANA AIMM
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United States
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Advertising Services
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1 - 100 Employee
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AIMM Advisory Board Member
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Jan 2022 - Present
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Sr. Consultant & Executive Director at the ANA's Alliance for Inclusive and Multicultural Marketing
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Feb 2018 - Present
At the Alliance for Inclusive and Multicultural Marketing (AIMM), we have been able to align the interest of agencies, media companies, trade organizations, research clients, suppliers, vendors around the concept of Multicultural Marketing and Diversity, Equity and Inclusion (DEI). We are influencing people and institutions to change by tackling the most pressing issues affecting our industry, establishing best practices for holistic inclusivity and accurate cultural representation, and we are actively working to end systemic racism and institutional bias by rallying the marketing community to share responsibility and accountability to drive DEI action across the industry. Show less
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President and Lead Advisor
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Oct 2015 - Present
Senior subject matter experts on diverse audiences, providing thought leadership, ideation, creative, & cultural guidance to fuel corporate growth. CultureSphere partners with agencies, clients, and trade organizations to execute high-impact programs that are good for business and good for society. Senior subject matter experts on diverse audiences, providing thought leadership, ideation, creative, & cultural guidance to fuel corporate growth. CultureSphere partners with agencies, clients, and trade organizations to execute high-impact programs that are good for business and good for society.
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Hispania Direct, a CHANAVI, Inc. Company
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Orange County, California Area
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Partner at Hispania Direct
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Jan 2019 - Present
Licensed and created Ulta Beauty’s first ever Hispanic-centered beauty line, the Frida Kahlo Collection, which surpassed performance expectations and reached over $5MM in retail sales. Licensed and created Ulta Beauty’s first ever Hispanic-centered beauty line, the Frida Kahlo Collection, which surpassed performance expectations and reached over $5MM in retail sales.
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Walt Disney Imagineering
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United States
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Entertainment Providers
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700 & Above Employee
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Senior Multicultural Marketing Consultant
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2012 - 2016
Consulted for the Walt Disney Imagineering division responsible for developing a diverse pipeline of product, themed experiences and people to enhance Imagineering’s consultant talent and its creative processes globally. Four areas of primary emphasis included, creative product and services development, consultant talent identification, casting talent to the full range of creative assignments, editorial participation in the creative process and the establishment of external partnerships to enhance product relevance in the diverse global marketplace. Show less
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Managing Partner & Founder
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Sep 2001 - Aug 2015
Successfully established LatinSphere to become one of the top multicultural boutique advertising agencies in the nation. Worked with extraordinary talent in the developent of multicultural programs for some of America's most iconic brands, including: The Walt Disney Company, ESPN Deportes, Verizon Communications, Disney Vacation Club, Sears, Roebuck and Co., Munchkin, The Irvine Company, Disney Theme Parks and Resorts, U.S. Cellular, Long Beach Transit, Macerich Malls, Care 1st, Crayola, XM Satellite Radio, Harley Davidson among others. Show less
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WPP
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United Kingdom
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Advertising Services
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700 & Above Employee
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Vice President/Account Group Director
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Feb 1997 - Aug 2000
Developed multi-platform solutions to strategically position the largest agency account, Sears, Roebuck and Co., to compete assertively in the changing landscape and become a leading force among U.S. Hispanics. Developed multi-platform solutions to strategically position the largest agency account, Sears, Roebuck and Co., to compete assertively in the changing landscape and become a leading force among U.S. Hispanics.
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WPP
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United Kingdom
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Advertising Services
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700 & Above Employee
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Account Management
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Feb 1994 - 1996
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Education
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?What if! Innovation Training
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Columbia University in the City of New York
Business Certificate -
Chapman University
Communication Studies -
Pontificia Universidad Católica del Ecuador
Communication and Media Studies
Community
