In marketing a brand around the world, the best way to keep a consistent global image but also adapt to the special needs of individual local markets is a balancing act? Matt Rothschild, director of Marketing for phone maker Nokia in Latin America, explored that question at WorldCity’s Marketing Connections on March 19, seeking ways to strike the right balance between headquarters’ top-down push for global efficiency and local office calls for bottom-up innovation. “I’m in the middle of a sandwich — in a regional role,” said Rothschild, drawing nods… Read More
WorldCity
South Florida Executives
A&E Ole's Cesar Sabroso will be joined on the Marketing Connections advisory board by LAN's Bertha Merikanskas and Nortel's Roberto Ricossa
Cesar Sabroso
A&E Ole Networks Vice President, Marketing
WorldCity announced today that is has appointed A&E Ole Network’s Cesar Sabroso to serve as one of the first three members of the Marketing Connections Advisory Board.
At the same time, WorldCity accounced it has appointed two other members to the Marketing Connections Advisory Board, Bertha Merikanskas of LAN and Nortel’s Roberto Ricossa, and three members each to the HR Connections Advisory Board, the Government Affairs Connections Advisory Board and the CEO Club.
Sabroso and the other 11 board members will be responsible for overseeing the growth and projection of their specific event series, all relatively new, and in helping WorldCity create the first “Best Practices Manual” for multinationals, with a heavy emphasis on Latin America.
“We have only held one Marketing Connections event so far. It is our newest event series,” said WorldCity President Ken Roberts. “But Cesar was immediately engaged and enthusiastic so we believed to he could be a strong ally in our efforts.
“I think we will work well with Bertha and Roberto in helping create a truly dynamic, fun and creative event series.”
Marketing Connections is held six times per year and open to anyone overseeing marketing for a multinational with either South Florida operations or an interest in Latin America. HP is the sponsor.
The advisory board members for the CEO Club, which is also held six times per year for the top person at each of the roughly 1,100 multinationals in South Florida, are Liz Alicea-Velez of Western Union, James Hogan of Medtronic and Henry Martinez of Discovery.
As is the case with most of the board members, the three oversee Latin America and, in some cases, have additional responsibilities.
The three board members for Government Affairs Connections, which is open to public policy officials at South Florida multinationals, are Don Johnson of FedEx, Rafael Jaen Williamson of Chevron and Malvina Longoria of MasterCard.
The three chosen to serve on the HR Connections Advisory Board are Laura Quevedo of Diageo, Carlos Hernandez of American Airlines and Zulay Ciffoni of Canon.
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