Apple’s New Marketing Hire – Costa Rican, Female Marketer Previously at GAP

By Gabriela Alcantara-Diaz, Founder, President of G ADMarketing Communication, Inc.

This is historical on so many levels for Latin American and US-based Hispanic agencies alike.  It reaffirms the benefit of being a little fish in a big pond, driving global depth through cultural empathy.  

It’s really paying off for Apple’s recent hire, number two marketer, Costa-Rican, Ms. Marcela Aguilar. Given her marketing leadership on iconic global brands, GAP, and soon to embark Apple, speaks volumes for both women and multicultural marketers. Being a small fish in a big pond hits home with many bicultural marketers struggling with validation when, in fact, having a multi-cultural DNA affords them a 7th sense: cultural empathy — the ability to simplify the complexity of unifying brand values within cultural context.

According to an article published in 2012 by Kellogg School of Management, Of Two Minds, “The ability to simultaneously identify with both one’s host and home cultures and the resulting capacity for complex thinking may be a key to translating foreign experiences abroad into a tangible toolbox that bolsters one’s creative ability and professional skill to the highest level.”

This continues to hold true today.  Ms. Aguilar is living proof.  

To read full story in Ad Age CLICK HERE.

Gabriela Alcantara-Diaz
President
G ADMarketing Communications, Inc.
 

 

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