This belief led me to transition from my beloved role at Johnson & Johnson to become a business evangelist and founder of Culture+ Group, a fully minority-owned family of Cultural Intelligence companies. This separation limits a brand’s potential to stand out, not merely due to product features, good pricing or creative ads, but because it genuinely means something more to people-a quality that unlocks purposeful profits. Ironically, conventional corporate thinking often keeps corporate social responsibility (CSR) and commercial efforts in separate lanes. ) Today, guest editor Marissa Solis turns the spotlight to Lili Gil Valletta, CEO and co-founder, Culture+ Group / CIEN+, who writes about embedding empathy and inclusion into marketing.Īs marketers and business strategists, we’re often guided by the brief-but what if we could achieve the brief’s objectives by transforming our brands into forces for good in both society and business? It’s not only possible but essential, and it requires a shift in mindset-one infused with human curiosity, anthropology and Cultural Intelligence®, enabling us to decode people’s motivations and needs as humans, not just as shoppers or customers. Published on Septemby AdAgeĪd Age is marking Hispanic Heritage Month 2023 with our Honoring Creative Excellence package, in which members of the Hispanic community revisit some of their favorite creative projects. Gil Valletta holds a BA from Southwestern Adventist University, an MBA from the University of Colorado, Colorado Springs, and an executive degree from the Harvard Kennedy School in Global Leadership and Public Policy.The CEO and co-founder, Culture+ Group / CIEN+, writes about tapping into purpose for Genentech and Kashiīy Lili Gil Valletta. She has received numerous awards, including 2018 Hispanic Businessperson of the Year by the US Hispanic Chamber of Commerce, 2018 Top Innovation Catalyst by MM&M, 2017 Top 50 Most Influential in Healthcare, 2017 Latina Trailblazer of the Year, New York's 25 Top Rising Latinos, Latino Leaders Magazine (2013) Outstanding Business Woman, National Association of Professional Women (2009-10) Latina Leadership Award, League of United Latin American Citizens (2009) and Top 20 Under 40 by PODER (2008). She is an independent director/ board member for Zumiez (NASQD: ZUMZ), she also serves as Member of the Harvard Kennedy's School Women's Leadership Board, YMCA USA Board of Directors and mentor to the Stanford Latino Entrepreneur Leaders Program. Gil Valletta is an independent TV contributor seen weekly on CNN en Español, Fox News, and Fox Business, among others analyzing today's economic trends, data insights and minority affairs. Prior, she held a number of positions in global corporations, including at Johnson & Johnson where she founded the Hispanic Organization for Leadership and Achievement (HOLA) and pioneered multicultural marketing. She's the creator of published methodologies of Cultural Intelligence and has developed a novel platform to use machine learning, artificial intelligence and big data tools to turn global digital discussions into actionable insights, particularly applied to solve social, health and equity gaps by mapping decisions journeys across segments, globally. She is also a World Economic Forum Young Global Leader since 2012. Liliana Gil Valletta is an entrepreneur and Co-Founder of CIEN+ and CulturIntel, a big data analytics, consulting and marketing firm, specialized in understanding and tapping the full power of diverse-growing markets.
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