Multicultural Marketing & Diversity

Welcome and Introductions (11:00-11:10AM ET)
Diana Hilaire, Director - ANA

Roundtable Discussion (11:10-11:30am ET)

I. Ulta Beauty’s MUSE: An Ongoing Commitment to Amplify Black Voices in Beauty (11:30am-12:10pm ET)
Earlier this year, Ulta Beauty announced a $25M commitment to help champion diversity & inclusion in beauty, and launched MUSE, a platform to Magnify, Uplift, Support and Empower Black voices. This session will cover the insights, the journey, and the learnings behind the MUSE platform and launch campaign, plus Ulta Beauty’s continued commitment to using the power of beauty to create a more inclusive world.

Speaker:
Lisa Lu, Senior Integrated Marketing Manager - Ulta Beauty

II. TECATE: Re-imagining Mexicanity in the USA (12:10-12:50pm ET)
**2020 Multicultural Excellence Awards Winner** 
Learn how Tecate, an iconic beer brand in Mexico, was repositioned to appeal to the new generation of Mexican Americans. Join Oscar Martinez, Marketing Lead on Tecate to hear how they tapped into the insight that being Mexican American is about being 200 percent you, 100 percent Mexican and 100 percent American. Through a deep connection with emerging Mexican American culture, Los Angeles Lindo y Querido program became the first step into building an exciting new narrative about Mexicanity in the U.S., which inspired Tecate’s way forward to drive consumer engagement and ultimately recruit the next generation of Mexican American beer drinkers.  

Speaker:
Oscar Martinez, Sr. Brand Director Tecate, Bohemia, Carta Blanca - Heineken USA

Closing Remarks (12:50-1:00pm ET)


**Schedule subject to change

Speaker Bios

Lisa Lu, Ulta Beauty

Lisa is a strategic & creative marketing leader who is hyper passionate about architecting brand strategies and tapping into relevant consumer and cultural insights to build effective marketing programs. She has more than 10 years of brand marketing experience plus 4 years of strategy consulting. She currently oversees Masterbrand equity campaigns and initiatives at Ulta Beauty, including the development of the MUSE campaign. In her spare time, Lisa works out by chasing her two kids and dog around.

Oscar Martinez, Heineken USA

Passion for people, culture, and building aspirational brands. A doer. Proud to be with Heineken USA since January 2019, supporting the growth of our Mexican portfolio.

Before joining the best brewer in the world, I spent 4 good years leading U.S. Marketing for an independent Spanish Spirts & Wine Company. Being scrappy, building great things from scratch! But my career started long before. Up until 2014 I was 10+ years in different roles with Diageo. First in Spain then local and global marketing roles out of NYC.
 
Born and raised in Madrid, Spain. 15+ years in the U.S., first in NY, moved to California in 2019. Love nature and sports (soccer being #1 passion), and fell for California sunsets.Family man first, father of two bicultural kids.