Millie Carrasquillo

Since starting her career, Millie Carrasquillo has been an enthusiastic innovator and driving force in the area of Hispanic consumer research and media measurement. At a time when the required tools and technologies did not exist, Millie was committed to creating methodologies and designing studies to more accurately reflect Hispanic consumer attitudes, behaviors and media consumption to inform our marketing strategies and media investments.

Millie has held senior-level positions at Telemundo, Univision, and Arbitron. She was instrumental in partnering with the major research firms, such as Nielsen, MRI and Simmons, to develop methodologies that properly measure U.S. Hispanics’ lifestyle, category/brand behavior and media consumption habits. Of note, Carrasquillo was a major force in developing the NHTI (Nielsen Hispanic Television Index), a ratings service dedicated to measuring US Hispanic TV preferences. Until then, ratings for Hispanic media were non-existent, and launching the NHTI enabled the Spanish-language networks to receive a larger allocation and more appropriate level of advertising investment that better reflected the Hispanic market’s growth and rapidly increasing consumer spending.

Today, Millie continues to be one of the leading experts in the marketplace, with over 30 years of experience working in Spanish-language media, including stints at both Telemundo and Univision. She is highly respected for her expertise and sense of dynamism, and she is known for embracing new techniques to better understand consumer dynamics. Importantly, she embodies the sense of passion and advocacy needed in Multicultural Marketing, always championing for the Hispanic consumer and giving them a voice inside corporate hallways.

Throughout her career, Millie was a member of the MRC (Media Rating Council), the most prestigious committee in the world dedicated to approving and maintaining measurement standards for syndicated services used by advertisers and agencies. Carrasquillo is on the board of Screen Engine/ASI, a research and data analytics firm focused on maximizing market potential while assessing risk for clients in the entertainment and media industries.

We celebrate Millie and all of her accomplishments, and we are delighted to include her in this tribute to the guerreras in our industry.