A Multicultural marketing pioneer and category leader in a highly competitive, saturated price-driven category, targeted by competitors and press, the latter on quality and health. Staying #1 across 20 co-ops is hard when Multicultural consumers are heavily targeted with options.

Win the heart of the community. Collaborate with General market agency, Co-op leadership, Regional and Corporate marketing teams to optimize product mix, dayparts, media, and local activation strategies across diverse markets.

Dual value strategy (premium + everyday value), target, product, daypart and occasion segmentation across Hispanic and Black moms, youth, Millennials, and families—driving relevance to increase daily traffic, average check and sales.

Encourage people to pause and share moments of joy with cultural + local connection, value, healthier options + small indulgences.

Transcultural and MCM campaigns across mass, digital, social, OOH, and experiential—blending national scale with hyper-local relevance, unique experiences, and deeply-rooted community connection (IRL + URL).

Innovation
First-ever Hispanic marketing by development phase playbook, border guidelines, web-novela. First English-Hispanic creative, MCM segmentation, Metrics view, e-coupons, media takeovers, branded content series, and new products (e.g., Fiesta menu, Salads & More).

Top MCM sales performance across co-ops for decades.
Agency MCM marketing and media guidance adopted as corporate policy.
Multiple industry creative and marketing awards.
Multiple McDonald’s “National Marketing Best Bet Award” awards.