Are You Prepared For Tomorrow’s Brand Influencers?

By March 4, 2020Updates

You can’t capture the market when you don’t know the market!

According to the Pew Research Center, Latinos are the nation’s youngest major racial or ethnic group, with an average age of 28. Furthermore, Latinos accounted for 25% of the nation’s 54 million K-12 students in 2016, up from 16% in 2000.

That means the future of brands, including radio brands, is in the hands of these young Hispanic consumers. Understanding how they use radio, digital, and social media is critical to anyone who wants to grow and expand market share in the 21st century.

Learn crucial insights you absolutely need to know to understand, target, and influence tomorrow’s influencers!

Multicultural Marketing to Millennials

Don’t miss Carolina Patiño, general sales manager, Spanish Broadcasting System/Miami, and her special guest presenters for a closing session that will open your eyes and inspire ideas on how to connect with millennials today and tomorrow. Because you can’t market when you don’t know the market!


Carolina Patiño is general sales manager for Spanish Broadcasting System in Miami. She started her radio career in 1997 at SBS in New York as an account executive for WSKQ-FM and WPAT-FM. She transferred to SBS Miami in 2000, moving to iHeartRadio Miami 2009. In June 2015, Patino was offered the opportunity to become the national sales manager for SBS Puerto Rico. From there, she moved on to the role of NSM for SBS Miami before assuming her current role of GSM. In 2018, Patino and her team led WXDJ/WCMQ/WRMA to finish the year with the highest revenue SBS Miami has had in the past 13 years. 2019 also proved to be a strong year with solidified business relations and a conviction that radio delivers results.


Annette Malave is SVP, RAB Insights. She has an established advertising and marketing career spanning over 30 years and has worked at some of the most notable and reputable advertising agencies across the country, such as JWT, Grey, MindShare, and GM Mediaworks. She joined the Radio Advertising Bureau in 2005 and was promoted to SVP, RAB Insights in 2016. In that role, she oversees all research and data tools available for members as well as advertisers and agencies. Malave is the author of the Radio Matters blog, an insights-related blog on behalf of the RAB, and creates data-driven presentations. She serves on the board of the Media Rating Council and was also a member of the Council for Research Excellence, leading its Diversity Committee.

John Santiago is CEO of M8, an iProspect company, where he leads and grows M8 clients’ businesses and nurtures a talented team across the U.S. and Latin America. Santiago has worked in digital media and communications for over 20 years, leading teams to serve global and national brands such as General Mills, Sprint, Hertz, Marriott, Visit Florida, Copa Airlines, Sony, and others. He began his career in interactive marketing during in 1996. Since then, he has been involved in launching two industry-leading digital agencies and is recognized as an industry leader and veteran digital marketer. Santiago is also an avid investor, and founder and managing director of the Oven, which provides seed capital, professional guidance, physical and corporate infrastructure, and relationships to launch early-stage technology businesses. M8 is an agency that helps brands and consumers engage in a Connected Life™.

Gabriel Soto is a manager of research at Edison Research. In addition to managing a variety of quantitative research studies, Soto is committed to supporting better marketing resources for the Latino demographic in the U.S. through strategic research in media such as radio and podcasts. He was a featured presenter at the annual St. Jude Promesa y Esperanza seminar and is currently developing the first comprehensive U.S. Latino Podcast Listener report. Soto is also heavily involved in Edison’s national audio listening study, Share of Ear®, and works closely with clients from Audible, Spotify, Entercom, Univision, NPR, and other key players in the audio space.

Now in its 11th year, the Hispanic Radio Conference is the only conference dedicated to Hispanic radio. Registration includes entry to all sessions as well as the Medallas de Cortez awards presentation and Hispanic radio’s best networking event, the Opening Reception.

Miami has plenty of warm sunshine and is open and ready to greet you. All major events in South Florida are going on as planned, barring any change in circumstances. The Miami-Dade County mayor has issued this press release and will continue to keep residents and visitors updated.

Be sure to book your room at the Intercontinental at Doral before the block is filled.

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