February 14, 2018

The modern CMO knows that data should be at the center of every marketing strategy, and is eager to leverage any consumer information they can get. But despite the Big Data trend, an unfortunate paradox for multicultural segments has emerged. While there is increased access to consumer information, there’s actually less quality analysis around multicultural business opportunities due to reduced in-house capabilities at the client level. Starting today, ALMA offers a solution for its roster with the launch of a Marketing Science and Analytics Department – a discipline dedicated to providing smart market analysis for stronger decision making.

“There’s an absolute need in our market to define this new domain from the multicultural perspective,” says Isaac Mizrahi, Co-President & Chief Operating Officer at ALMA. “Providing our clients with relevant business analytics will help them make fact-based business decisions and proactively track the effectiveness of campaigns.”

Monique Delarosa will lead the charge as the first VP of Marketing Science & Analytics at ALMA, focusing on answering two basic questions for clients: “Why should I invest in multicultural marketing?” and “What is the return I’m getting from these investments?” Monique, a Dominican-American via New York City, packs over 15 years of expertise in marketing strategy and analysis, with experience in almost every sector from retail to travel to pharma. She joins the agency from the client side at Citibank, where she was Chief Marketing & Analytics Officer for the Sears Credit Card portfolio. Previously, she helped develop methodologies to address client needs for Sapient Nitro on the agency side, and also led strategy and analysis initiatives for GE Capital, JP Morgan Chase, and KeyBank.

“Establishing a Marketing Science & Analytics practice will only enhance the thoughtful consideration Alma leverages to drive brand growth and produce what's already considered Best in Class Marketing,” says Monique of her new role. “I'm both excited and proud to play in Alma's evolution of Multicultural Marketing.”

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