Hispanic Markets & Cross-Cultural,
Multicultural Communications Expert
S P E A K I N G T O P I C S
Communicating & Building Trust Across Cultures
So you Want to Reach the Hispanic Market...Which Ones?
Effectively Reaching the U.S. Hispanic Consumer
Marcela is founding partner and CEO of Culture Shift Team, with over 30 years of experience effectively helping organizations connect with diverse and continuously changing U.S. demographics. Marcela leads CST’s inclusive marketing and advertising team, working with clients helping them understand and develop new target markets. Marcela has worked with corporate, public utilities, packaged goods companies, consumer, universities, nonprofits, and business-to-business clients in industries such as transportation, education, government, banking and finance, wireless, sports, food, health care, and the arts. Her expertise includes the development of marketing, communications, and grassroots campaigns, from conception and brand development to production.
Marcela earned her bachelor’s degree in advertising from Universidad Jorge Tadeo Lozano in Bogotá, Colombia. Prior to co-founding Culture Shift Team, Marcela was president and CEO of Hispanic Marketing Group, a full-service bilingual, bicultural advertising agency that she founded in Nashville, TN, in 2002.
She serves as president-elect on the board of directors of the National Speakers Association New York City Chapter. She is the past president and board chair of the Tennessee Latin American Chamber of Commerce and founder of the Entrepreneur Latina Leaders of America (ELLA) program in Nashville. She has served on boards of directors for the Nashville Area Chamber of Commerce, the YWCA, and Conexión Américas, among others. After living 27 years in Nashville, TN, she moved to New York City in December of 2020.