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S P E A K I N G T O P I C S
How to culturally communicate with Latinos
So you want to reach the Hispanic market...which ones?
The importance of a multicultural strategy
A native of Bogotá, Colombia, Marcela graduated from high school in Charlotte, North Carolina, and earned a bachelor’s degree in advertising from Universidad Jorge Tadeo Lozano in Bogotá. Following graduation, Marcela moved to Miami, Florida to work as advertising coordinator with Editorial Unilit and as a member of the Expolit (Spanish-language Christian literature trade show) leadership team. In 1996 she joined Thomas Nelson Publisher’s Spanish language division in Nashville, Tennessee as a sales representative and later was promoted to marketing director.
Prior to co-founding the Culture Shift Team, Marcela was founder and CEO of Hispanic Marketing Group, which, from its inception in 2002, became a leading full-service bilingual and bicultural marketing and communications agency. Currently, she leads CST's strategic multicultural marketing and public relations division, offering counsel and services to consumer, corporate, and nonprofit clients.
Between 2016 and 2019 she served as a commissioner of the Metro Nashville and Davidson County Human Relations Commission. In 2015 she founded the Entrepreneur Latina Leaders of America organization (ELLA) to serve Latina women micro-entrepreneurs in Middle Tennessee. From 2014 to 2018, she served as president and board chair of the Tennessee Latin American Chamber of Commerce in Nashville. Marcela is a member of the 2016 Leadership Nashville Class and the 2017 Leadership Nashville Class logistics team. She enjoys traveling, films, theater, ballet, opera, and the symphony. She has a 30-year-old son, Esteban Pedraza, who is an award-winning film director residing in Brooklyn, NY.
Central & South American: 54.8%
East European: 13.3%
Ashkenazi Jewish: 3.5%
North African: 1.5%
West Asian: 0.9%
MARCELA'S CLIFTON STRENGTHS RESULTS:
Activator. Strategic. Maximizer.
Significance. Self Assurance.