September 24 - 27, 2007 • The Westgate Hotel, San Diego, CA
Speaker Bios
- Jennifer M. Grazel
- Engelina Jaspers
- Felipe Korzenny, Ph.D.
- Russell A. Bennett, MBA
- Angelina Villarreal
Engelina Jaspers
Vice President, Corporate Marketing, Americas
Hewlett-Packard Company
As Vice President, Corporate Marketing, Engelina Jaspers is responsible for advancing HP's corporate reputation and executive visibility with external stakeholders and employees across the Americas region, which includes the United States, Canada, Latin America and the Caribbean.
Jaspers’ organization includes brand marketing, corporate sponsorships, corporate media and analyst relations, employee communications, executive communications, the region’s speakers’ bureau program and corporate affairs/philanthropy. Additionally, Jaspers leads HP’s marketing initiative reaching out to the U.S. Hispanic community. She is a member of the Americas Leadership Team, the region’s business governance body, and chairs the HP Americas Marketing Council.
Previously, Jaspers led marketing communications for HP Americas Customer Solutions Group across all business units and customer segments. She was a member of the steering committee that developed and drove HP’s “invent” brand identity and standards. Jaspers served on the core team that led marketing communications reinvention across HP – an effort that resulted in the consolidation of 30 disparate organizations into a single team. She also led a Marketing Program Management Office team in developing a company-wide global marketing planning process and tools.
Jaspers joined HP in 1998 as the worldwide communications manager for the company’s Imaging and Printing Group (IPG). Prior to HP, Jaspers built a successful career at Kodak, where she held progressively senior marketing and communications positions, including director of public relations, director of worldwide integrated communications, and advertising and marketing communications manager. Prior, she spent six years in the field as a sales representative for Kodak’s office imaging products.
Jaspers has a master’s of science degree in Public Relations from Boston University and an undergraduate business degree. She is a passionate advocate for targeted marketing and return-on-marketing investment.
Jennifer M. Grazel
Interactive Marketing Director - Americas
GE Money
As Interactive Marketing Director, Jennifer Grazel is responsible for driving online acquisition and customer management programs across GE Money, a leading provider of credit services to over 50 million consumers throughout the U.S., Canada and Latin America.
Prior to GE, Grazel spent several years gaining expertise in marketing financial services to Hispanics. She served as vice president, Hispanic markets at Citibank, NA where she directed all national marketing programs and communication strategies for deposit, remittance and consumer loan products. During her tenure at Citigroup, she also served as vice president of online marketing and product development for Citibank Online.
A native of Puerto Rico, Grazel holds a bachelor’s degree from Brown University and an MBA from the Leonard Stern School of Business at NYU.
Felipe Korzenny Ph.D.
Professor and Director of the Center for Hispanic Marketing Communication at
Florida State University and Cheskin Co-Founder.
Dr. Korzenny joined Florida State University in the Fall of 2003. Until then he was Principal of Cheskin, a firm he co-founded and with which he continues being affiliated as Senior Consultant. At Florida State University he founded and directs the first Center for Hispanic Marketing Communication in the United States. This Center prepares students to serve the Hispanic marketing industry, conducts research projects, and produces publications to enhance the knowledge of Hispanic consumer behavior.
Until he merged his company with Cheskin in 1999 he was President and CEO of Hispanic & Asian Marketing Communication Research, the company he founded in 1984 to assist Fortune 500 companies in understanding and communicating effectively with the Hispanic and Asian markets in the US and abroad. Within Cheskin he lead a multicultural practice with emphasis on the Hispanic market. He continues to conduct research and consults with major US corporations interested in reaching the US Hispanic market and other culture specific markets. He is particularly well known in the industry for the consumer experience insights he has helped generate to position successful products in the US Hispanic market and in Latin America.
The experience Dr. Felipe Korzenny encompasses categories that include: Food and beverages, finance/banking/credit/insurance, telecommunications, digital technology, entertainment, media, social services, health, education, automotive, and real estate. His contributions have ranged from product development, to the elicitation of insights for positioning, to the development of marketing strategy. He has established research traditions and trained many researchers in ethnographic, qualitative, and most quantitative methodologies. A social scientist by training, Felipe has a critical academic perspective combined with a strong business practice.
Dr. Korzenny holds an M.A. and a Ph.D. from Michigan State University in Communication Research, where he was also a faculty member, and later was member of the faculty of San Francisco State University. He has published six books and almost a hundred research publications dealing with communication and culture. His latest book, written with Betty Ann Korzenny, is entitled Hispanic Marketing: A Cultural Perspective was published by Butterworth Heinemann/Elsevier September 2005. His is an Outstanding and also a Distinguished Alumni of Michigan State University. He is the first recipient of the Hill Library HispanSource 2005 Award for Outstanding Achievement in Hispanic Marketing Research. Dr. Korzenny is a prominent speaker at nationwide symposiums and conferences on Hispanic markets. His full bio can be found at www.korzenny.com/FKresume.htm.
Russell A. Bennett MBA
CHIE, Vice President, Latino Health Solutions, UnitedHealthcare
a United Health Group Company
Russell A. Bennett is Vice President of Latino Health Solutions at UnitedHealthcare (UHC) and is based in Cypress, California.
At UHC Bennett is leading efforts to transform the company to serve and grow the Hispanic/Latino membership. He is frequently interviewed regarding UHC’s Latino initiatives, including the bilingual web sites, the Latino Health Scholars Program, and various targeted marketing, customer-service and health-education initiatives that enhance the company’s cultural and linguistic competency for Hispanic members.
Bennett lived in Mexico for 30 years. He served as the founding executive director of the United States-Mexico Border Health Commission, U.S. Section, where he was responsible for international negotiation with Mexican Federal and State governments. Prior to that, he was the director of international and multicultural services for Sharp HealthCare in San Diego, the largest nonprofit health care provider along the U.S. Mexico border. He was also the spokesman for the company on international and multicultural issues.
Bennett has supported health improvement for many years, with special emphasis on the Latino and Asian communities. He created and produced the popular health education program on television titled ¡Salud para Usted! (Health for You!), which was produced both in Spanish and English to provide community members clear information on illness prevention, health promotion and access issues. He has championed and highlighted specific health issues among the Hispanic and other ethnic populations, including the proper use of antibiotics, child safety and injury prevention, healthy lifestyles and other important topics such as how to prevent the complications of diabetes, heart disease and cancer.
Before working in health care, Bennett managed and directed companies in international banking and construction, always working closely with Mexico. He has been an international business consultant to management and boards of directors of companies working with Mexico and Latin America. Bennett has a strong interest in education and has taught leadership courses in both English and Spanish.
He has been Board Member and supporter of cultural and health organizations including the American Heart Association and the American Cancer Society.
Bennett’s pioneering work in leading the transformation of PacifiCare, a UnitedHealthcare company, to serve the growing Hispanic market is profiled in the book “Marketing to Hispanics” by Terry J. Soto, published in 2006 by Kaplan Publishing.
Bennett has a BA in Economics, an MBA and has earned the distinction of Certified Health Insurance Executive (CHIE) from the Executive Leadership Program of America’s Health Insurance Plans (AHIP).
Angelina Villarreal
Vice President, LatinoEyes
C&R Research
Angelina Villarreal, Vice President, joined C&R Research in 2007. She is currently focusing her efforts in the LatinoEyes division. Angelina has over 18 years of experience in market research. She has an extensive background in qualitative and quantitative domestic and international research. She also has extensive research experience in the following industries: packaged-goods, (beer, spirits, water, juice, food, etc.) and financial products and services (retail banking, credit cards, insurance, retirement, investments, etc.)
Angelina began working with the U.S. Hispanic market in 1989 while employed with Miller Brewing Company. Since then, she has been actively researching this dynamic market and, along the way, helping companies to better market and position their products among Latino consumers.
She has managed Latino, U.S. general market, and/or international projects for Miller Brewing Company, Philip Morris, Oscar Mayer, Principal Financial Group, CNA Insurance, Safeco Insurance as-well-as many other companies.
Angelina is originally from Monterrey, Mexico and holds a BA in Business Administration from "Tecnologico de Monterrey," an MA in Economics from "Universidad de Nuevo Leon," and a Ph.D. in Business Administration with a major in Consumer Behavior and a minor in Applied Statistics from the University of Pittsburgh.