2025 ANNUAL SUMMIT
April 7-8, 2025 // New York City

Join us in New York City for the highly-anticipated HMC 2025 Annual Summit, the only conference dedicated to the today’s top growth market: U.S. Latinos. 

With expert insights from C-suite leaders recognizing the $3.6 trillion opportunity and the specialist agencies driving the campaigns that move the needle, we’ll explore the strategies leading the charge against shallow marketing practices. We’ll also cover the power of genuine cultural storytelling and how to leverage data and creativity to tap into this global powerhouse audience.

LAST YEAR, WE SOLD OUT. Don’t wait to register and reserve your seat today!

Agenda

Tuesday, April 8
8:30 a.m. to 5:10 p.m.
Welcome Remarks

HMC Chair Jose Villa, President/Chief Strategy Officer for Sensis, will kick off the 2025 HMC Annual Summit with his opening remarks.

Opening Keynote Speaker: Fabiola Torres, Global CMO of The Gap

Join Fabiola Torres, Global Chief Marketing Officer of Gap, for an inspiring keynote on how the iconic brand is redefining inclusivity through innovative Hispanic and multicultural marketing strategies. Fabiola is among the notable Latinas who have held the position of Global CMO in major corporations. Before joining Gap as Global CMO, she served as CMO and Senior Vice President of PepsiCo’s Energy Drink division. In this session, you’ll gain actionable insights from her leadership roles and learn how she is setting new standards for cultural relevance in today’s global marketplace.

LATINO COATING 2.0: The Future of Authentic Marketing

Last year, we unveiled “Latino Coating” and called upon corporate America to abandon shallow marketing practices and build authentic, meaningful connections with the $3.6 trillion Hispanic market. What progress have we made? As the U.S. landscape continues to diversify and DEI practices are scuttled, where does our campaign go from here?

CEO Chat with Sol Trujillo

Don’t miss this session as global business executive Sol Trujillo, Co-Founder and Chair of the Latino Donor Collaborative (LDC), dissects the key growth drivers all leaders should be paying attention to in 2025.

The Privacy Puzzle: Untangling Data Dilemmas in Today's Complex Marketplace

Data privacy is on everyone’s mind—but what does it really mean in today’s digital world, especially for companies that take a culture-first approach and need data on diverse consumers? Join our panel of industry experts as they tackle tough questions around accurate data collection, protection, and regulation. From navigating consumer expectations to understanding the latest privacy laws, we’re breaking it all down in a lively, no-holds-barred discussion. Expect sharp insights and a few surprises as we explore how businesses can build trust and stay ahead in the ever-evolving privacy landscape.

Investing in the Future: A Fireside Chat with Soo Kim and Gonzalo Del Fa

Pull up a seat and join us for an engaging fireside chat featuring Soohyung “Soo” Kim, Managing Partner and Chief Investment Officer of Standard General, and Gonzalo Del Fa, President of GroupM Multicultural. Dive into the world of strategic investments that champion Hispanic organizations, including Standard General’s pivotal stake in Estrella Media. Hear firsthand how bold investments in Hispanic media are fueling growth, expanding representation, and redefining multicultural marketing. With Soo’s sharp insights on finance and Gonzalo’s expertise in connecting brands to diverse audiences, this conversation promises to inspire and inform anyone invested in shaping the future of media and marketing.

Scoring Big: How Soccer Fandom Connects Brands and People

Soccer isn’t just a sport—it’s a cultural phenomenon. Join Marco Nazzari, Director of Marketing, Brand, and Business Intelligence at FIFA, for an inside look at how brands can tap into the passion of soccer fandom to build authentic connections with Latino audiences. From understanding the unique role of soccer in Latino culture to leveraging major events like the World Cup, Marco will share strategies for creating meaningful, culturally resonant campaigns that go beyond the game. Whether you’re a sports enthusiast or a marketer looking to up your game, this session will show you how to turn the world’s favorite sport into a winning play for your brand.

Unveiling the 2025 Hispanic Marketing Council's Marketer of the Year

The anticipation is building! Join us for the grand reveal of the HMC Marketer of the Year Award. This prestigious accolade honors a company that has demonstrated a steadfast commitment to the Latino consumer, crafting impactful and culturally resonant campaigns. Don’t miss this opportunity to be inspired by industry leaders and learn how dedication to cultural relevance can drive brand growth and loyalty. Who will take home the coveted title this year? Join us to find out!

Moderator: Donna Speciale, President of Ad Sales & Marketing, TelevisaUnivision

Hispanic Strategy Wins: What The Home Depot is Doing Right

Over the past seven years, spending on home improvement by Latinos has increased by about 80%, which is triple the growth rate for non-Hispanic households. In fact, The Home Depot estimates the Hispanic home improvement market at $25 billion to $30 billion. Join Molly Battin, Senior Vice President and Chief Marketing Officer of The Home Depot, as she shares key insights into the company’s successful Hispanic strategies. In this engaging session, Molly will discuss how The Home Depot has leveraged tailored marketing campaigns, product offerings, and customer engagement initiatives. Learn about the innovative approaches that have helped drive both brand loyalty and business growth, and hear directly from one of the industry’s top leaders on the importance of understanding and addressing the needs of the U.S.’s top growth market.

Combating Bias & Stereotypes with Ethical AI Practices & Considerations

Join us for an engaging conversation that will delve into critical themes surrounding the ethical and responsible use of AI in Hispanic marketing. Our expert panel will dive into hot topics like fighting bias and stereotypes, content creation, persona development to ensure inclusivity, owning up to accountability, and making fairness a priority. We’ll also include case studies from big tech brands, like Microsoft, Google, Amazon, NVIDIA and Meta. This conversation promises valuable insights for marketers navigating the complexities of AI and data ethics in today’s diverse and dynamic marketplace.

Speakers:

  • Paul Longo, General Manager of AI in Ads, Microsoft
  • Shiv Singh, Author, Marketing with AI
The Real Razzle-Dazzle of Our Industry: The 2025 HMC Strategic Excellence Awards

Drumroll, please! It’s time to reveal the winners of the 2025 HMC Strategic Excellence Awards Powered by Collage Group! We’re celebrating the best agency/client teams with awards that recognize cultural innovation, creative brilliance, and campaigns that truly connect. Join us as we unveil the Gold winners, the coveted Best in Show, and the highly anticipated fluen.ci awards for top cultural resonance – literally the opposite of Latino Coating! Don’t miss this chance to cheer on industry trailblazers and soak in the inspiration from campaigns that are redefining marketing excellence!

Pharma Marketing 2.0: Capturing the Latino Growth Market

Big Pharma has historically lagged in engaging deeply with Latino patients and caregivers despite their high growth, high incidence of chronic disease, and lower healthcare outcomes. This directly impacts not only the overall well-being of Latino communities but also plays a critical factor in the overall performance of the U.S. healthcare system, which lags and ranks as last among the G-7 in its performance.

Get ready for an eye-opening discussion with leaders of key pharma industry leaders who have demonstrated how prioritizing the Latino market delivers both societal impact and business growth that benefits all. We’ll explore changes and challenges in the healthcare industry, as well as key partnerships and strategic activations that are making a difference in the lives of families nationwide.

Speaker: Katherine Freeley, Head of Media Center of Excellence, Boehringer-Ingelheim

Moderator: Lili Gil Valletta,  Award-Winning Entrepreneur, Investor & TV Commentator

 

LOCATION

Convene Midtown West
117 West 46th Street
New York, NY 10036

Nearby Parking
  • Icon Parking Systems 164 W 46th Street, New York, NY 10036 (46th Street between 6th and 7th Avenue) – (212) 997-9115
  • Manhattan Parking at Times Square 120 W 45th Street, New York, NY 10036 (46th Street between 6th and 7th Avenue) – (212) 768-1502
Nearby Bus Stations

6th Avenue and 45th Street 7th Avenue and 47th Street

Nearby Train Stations

Times Square Station Bryant Park Station Rockefeller Center Station

Nearby Subway Lines
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47-50th St- Rockefeller Center Station
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49 St Station
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42nd St – Bryant Park
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42nd St-Times Square Station

For a list of nearby hotels, click here.

Registration

Early Bird Pricing

January 23 to February 28

Includes: Welcome Reception on 4/7, all sessions on 4/10, continental breakfast, coffee breaks and lunch

Members $750
Additional members $600
Non-members $1,100

Regular Pricing

March 1 to April 4

Includes: Welcome Reception on 4/7, all sessions on 4/10, continental breakfast, coffee breaks and lunch

Members $850
Additional members $650
Non-members $1,300

Special Pricing

For groups of 4 or more or students:

For pricing, contact registration@hispanicmarketingcouncil.org

For media inquiries, contact jennifer@bigvoicecomm.com

* Photo ID will be required for each attendee when entering the venue and for collecting a badge onsite.


To download a pdf registration form click here!

For questions email us at: registration@hispanicmarketingcouncil.org

“HMC is committed to providing an inclusive environment and, in compliance with the Americans with Disabilities Act, will honor requests for reasonable accommodations made by individuals with disabilities.  Requests can be served more effectively if notice is provided at least 8 days before April 7. Direct accommodation requests to Fulvia Lee at flee@hispanicmarketingcounci.org.”

 

* Cancellation, Refund & Substitution Policy
If circumstances change and you can no longer attend this summit, you may cancel your registration by providing written notice via email at registration@hispanicmarketingcouncil.org. Registrations may be refunded in full, if a cancellation is made in writing up to 45 calendar days prior to the in-person summit start date. A refund of all fees, minus a $100 administrative fee, will be given for cancellations received by March 7, 2025. Cancellations received after the cancelation cutoff date or nonattendance will NOT be refunded. Substitution of registrations may be made at any time up to the summit start date. All substitutions must be approved and will be at HMC discretion. Sharing of attendee badges/credentials is not permitted at any time.

Speaker Information

Jose Villa

President/Chief Strategy Officer
Sensis

A pioneer of multicultural digital marketing with over 26 years of experience, Jose Villa has a unique professional background that combines digital technology and advertising with economics, market research and strategy consulting. He founded Sensis in 1998 as one of the first digital agencies focused on the Hispanic market. Under his leadership, he has grown Sensis into the largest independent multicultural agency in the U.S.

Jose’s thought-provoking analyses of advertising at the intersection of technology and culture are published regularly on Axios, PR Week, Digiday, MediaPost and numerous industry trade publications. A thought leader in cross-cultural and modern marketing, Jose has co-authored multiple studies into the Hispanic market including the “Hispanic Millennial Project”, the “We are Gen Z” Report, the “Boomer Cultures Report” and the recently published “New Hispanic Immigrant” Report.

Fabiola Torres

Global Chief Marketing Officer
Gap

Faby Torres is Chief Marketing Officer of Gap, leading marketing, creative, public relations and visual merchandising for the global brand across all customer touchpoints. Faby is a multidisciplinary leader and people first team builder having spent over 20 years in leadership roles creating brand and business-defining work at Nike, Apple and PepsiCo prior to joining Gap. She is a strategic forward thinker with a proven track record of driving executional excellence by putting the consumer first, creating innovative engagements with a passion and focus on growing brands and accelerate business results.

Sol Trujillo

Chair and Co-founder
Latino Donor Collaborative (LDC)

Sol Trujillo is a global business executive who has uniquely served as CEO of three large market-cap global companies in the three different corridors of the world: the Americas, EMEA, and Asia Pacific. He has a proven track record of transformation and innovation leadership across diverse world cultures and has driven unprecedented growth in the companies he has led in the communications, media, and technology spaces. Sol currently chairs the Trujillo Group, LLC, which invests in private companies domestically and internationally. Sol is the chair and co-founder of the Latino Donor Collaborative (LDC), where U.S. Latino business leaders are working to create an accurate understanding of U.S. Latinos and their critical importance to the United States based on factual analysis of real data and research. Sol is the co-founder of L’ATTITUDE, a national new mainstream economy business event and national policy discussion platform. He has appeared in leading publications and programs where he is recognized for his expertise in technology, business, and the economy.

Sol also has the distinction of having served on the boards of globally branded companies, including PepsiCo, Bank of America, EDS, Orange, Telstra, Gannett, US West, Target, Soufun (China), and WPP, the world’s largest advertising agency holding company. He is currently on the boards of Western Union, a global financial services company; Encantos, an award-winning edtech company; and Cano Health, ranked as the fastest-growing primary care provider in America. Sol served as a trade policy advisor to the Clinton and Bush administrations. He has received numerous global awards for leadership, technology, innovation, and management development and was recently named one of the 100 most influential Latinos in the world by BloombergLinea.

Finally, Sol is also the chairman and founding partner of New Cadence Productions, a U.S. television and film content creation studio for the new mainstream audience. He is a senior advisor to Bain & Company Management Consulting and serves on the board of advisors of the Stanford School of Medicine Center on Longevity. Born in Cheyenne, Wyoming, Mr. Trujillo holds a Bachelor of Science in Business and an MBA (Finance) from the University of Wyoming, with honorary doctorates from the University of Wyoming, the University of ColoradoWhittier College, and Miami Dade College.

Soohyung “Soo” Kim

Managing Partner and Chief Investment Officer
Standard General

Soo Kim is the Chairman of Bally’s Corporation and has served as an independent Director since 2016. He is the founding partner of investment firm Standard General and is the firm’s Managing Partner and Chief Investment Officer. Mr. Kim has been investing in special situations strategies since 1997, starting at Bankers Trust Company, as a Principal at Och-Ziff Capital Management, and a Partner at Cyrus Capital Management. Mr. Kim is currently a Director of Intralot SA (GA:INLOT).  He is a Director of Pursuit (fka Coalition for Queens), Vice Chairman and Director of the Cary Institute of Ecosystem Studies and Director and former President of the Stuyvesant High School Alumni Association. In addition to this, Mr. Kim is a former member of the Board of Directors of Greektown Superholdings and Media General, Inc., and the Board of Managers of ALST Casino Holdco.

Gonzalo Del Fa

President
GroupM Multicultural

As President of GroupM Multicultural, Gonzalo plays a key role in all aspects of the multicultural media and marketing efforts initiated by all GroupM agencies: Maxus, MEC, Mediacom, Metavision, Mindshare and Team Arrow. Under Gonzalo’s leadership, GroupM Multicultural handles $1B in billings from clients such as Nestle, Unilever, Anheuser Busch, Mars, Target, L’Oréal, General Mills, Subway, Church & Dwight, IKEA, AARP, Kimberly Clark and Bayer. Gonzalo first joined the GroupM family in 2003 as Managing Director of MEC Argentina.  In 2006, he moved to New York to launch MEC Bravo and in 2010 he was instrumental in combining all the agencies under the GroupM Multicultural banner. In 2014 Gonzalo was awarded Media Maven of the Year and in 2016 he was nominated for the Crain’s Visionary Award. Gonzalo started his professional career at American Express Argentina and prior to joining GroupM he worked for BBVA, Hachette Filipacchi and Editorial Televisa.

Donna Speciale

President of Ad Sales & Marketing
TelevisaUnivision

Molly Battin

Senior Vice President and Chief Marketing Officer
The Home Depot

Molly Battin is The Home Depot’s SVP and Chief Marketing Officer. In this role, she is responsible for The Home Depot’s branding, marketing strategy, personalization efforts and the company’s retail media network, Retail Media+.

Molly joined The Home Depot in 2022 and prior to joining the company has held executive leadership roles across prolific brands like, Coca-Cola, Warner Media and Delta Airlines. During her time at Delta, she led global corporate brand strategy and brand management across the company. Her oversight included the global company’s cross-functional marketing strategy and channels.

Molly is a Fellow of the Women in Cable Telecommunications (WICT) Betsy Magness Leadership Institute and was named the 2018 WICT Southeast Woman of the Year. She’s currently on the advisory board for Imagine It! The Children’s Museum of Atlanta, a member of the Leadership Atlanta Class of 2018, and a member of the Agape advisory board. Outside of work, Molly is a proud wife and mother of three children, an avid runner and a triathlete. Molly earned a bachelor’s degree from Princeton University and an MBA from Northwestern University.

Paul Longo

General Manager of AI in Ads
Microsoft

Shiv Singh

Author
Marketing with AI

Shiv Singh is a recognized leader in building impactful global brands, driving customer acquisition and retention, and delivering strong financial results through innovative marketing and growth strategies. With a career spanning iconic companies such as PepsiCo, Visa, Expedia Group, and LendingTree, Shiv has honed his expertise in both B2B and B2C markets. Most recently, as Chief Marketing & Customer Experience Officer at LendingTree, he led a 150-member team and oversaw a $700 million media budget, achieving transformational outcomes in brand development, customer experience, performance marketing, and digital platforms.

Shiv is the co-founder of AI Trailblazers, a thought leadership platform dedicated to advancing the responsible and transformative use of artificial intelligence in business. As an author, his thought leadership is evident in his three books, including the recently launched Marketing with AI for Dummies (October 2024). His writing combines practical insights with visionary thinking, making complex concepts accessible and actionable.

Beyond his operator roles, Shiv serves as a board member for United Rentals Inc., a Fortune 300 company with $15 billion in annual revenue and 27,000 employees. He is also an investor, advisor, and sought-after speaker, with a particular focus on the intersection of artificial intelligence and marketing. Shiv’s accomplishments have earned him recognition on Business Insider’s “CMOs to Watch” list, inclusion in Forbes’ “CMO Next List: 50 Game-Changers,” an honoree spot in Ad Age’s “Media Maven” list, and twice being named a Top 50 Marketer by Adweek. He has been inducted into the American Advertising Federation Hall of Achievement and named among the 100 Asian American Board Members by the National Association of Corporate Directors. Through his diverse experiences and forward-thinking approach, Shiv Singh continues to inspire organizations and individuals to embrace innovation and achieve extraordinary results.

Katherine Freeley

Head of Media Center of Excellence
Boehringer-Ingelheim

Katherine Freeley is the Head of Media Center of Excellence for Boehringer. Katherine’s key responsibility is to oversee traditional and digital media investment in the U.S. and optimize working media budgets to drive growth for Boehringer’s brands. She is focused on positioning media investments as the strategic top-line growth driver.

Before joining Boehringer, Katherine held a position of the Global Head of Media Operations for Novartis Pharmaceuticals and the Global Integrated Marketing Operations Lead for Colgate-Palmolive. Prior to Colgate-Palmolive, she spent 10 years working for the leading Media agencies: Mindshare, Draft FCB, Publicis, Grey and JWT.

Katherine holds a Doctor of Management degree from University of Maryland Global Campus, and MBA from The New York Institute of Technology.

Past Speakers