A Roadmap To Success for Multicultural Marketing Managers

So . . .  you’ve landed that assignment in Multicultural Marketing (or Hispanic, LGBTQ or any other segment marketing discipline), and now you’re wondering how to make your mark. And how to be successful in what we recently deemed Most Dangerous Job in Corporate America. We’re here to help. These are a few of the best practices we’ve seen or deployed personally across the years in the industry. 1/ Eat your…

The Most Dangerous Marketing Job in Corporate America

Multicultural Segment Marketing manager – The most dangerous Marketing job in corporate America. Having worked in and out of Multicultural Marketing for a good portion of our careers, we have come to the inevitable conclusion that a career in segment marketing work is not for the faint of heart.  We’ve all heard the statistics that the CMO expected life-span at a company is short.  Perhaps there is one role in…

Breaking Consumers out of Boxes aka Don’t lose the Trees for the Forest

In the business of Multicultural Marketing, it is easy to see consumers as the product of their ethnicity and culture only. While these are in fact two critical aspects that provide context and exert influence on their commercial and other behaviors, there are many other dimensions and more complexity behind what moves a person to action than just ethnicity and culture. As a sociologist by background, I have a natural…

We’re revamping our website

It’s our third anniversary and we’re making room for bigger and better things on our site! We apologize for any inconvenience.  If you need to reach us while this site is under redevelopment, email us a info@globalsojourn.com. We value your interest and will get back to you quickly.  We promise!