Hispanic Direct Marketing Professional of the Year Award

The DMA Directo: Council for Hispanic Marketing presents the Hispanic Direct Marketing Professional of the Year Award, recognizing an individual, elected by his or her peers, who has made a significant contribution to direct marketing by targeting the Hispanic segment successfully.

Nominating Criteria

The individual must meet the following criteria:

• At least 10 years of direct marketing experience
• Active involvement in direct marketing to Hispanics
• Significant contributions to the industry/the marketplace through breakthrough creativity and/or professional achievement
• Contribution towards training and educating others in the field and/or community involvement

Past Winners

2007-Chiqui Cartagena
Chiqui Cartagena is a Hispanic media pioneer with over 20 years of experience developing, launching, and running some of America’s most successful Spanish-language consumer magazines, including People en Español, and direct marketing programs like Club Música Latina for Columbia House. As Director for Multicultural Marketing at Meredith Integrated Marketing, Ms. Cartagena is in charge of the development and execution of a wide variety of multi-platform marketing programs for a growing roster of clients interested in reaching multicultural consumers including, PepsiCo., Unilever and Kellogg’s among others.

2005 - Peter Tardif
Peter Tardif’s’s current responsibility at DHAI, a leading seller of music and video products in DRTV under the Time-Life brand, is the continued growth and development of the US Hispanic market. In 2001, Peter developed the business plan and championed Time-Life’s efforts to invest in Hispanic market DRTV.

Since then, he has led the effort to develop and source new products, establish operations and fulfillment processes, optimize DRTV marketing investments, and launch new retention media channels to maximize the lifetime value of the Hispanic file. Among the new product successes are La Verdadera Colección del Bolero, Songs 4 Worship En Español, and Lo Mejor del Chavo del 8, which has ranked among the most aired spot promotions on Spanish television. A Spanish language Web site, www.timelifeespanol.com, a package insert program, and telemarketing promotions have been launched to maximize the Hispanic market opportunity.

Tardif earned a BS and MBA from the University of Rhode Island, and is a member of the Operating Committee of the Directo Council.

2004 - John J. Cain, PhD, Priests of the Sacred Heart
2003 - Chris Ragusa, Estee Marketing Group Inc.
2002 - Rick Blume, 21st Century Marketing

For more information, please contact Kelli Hornachek at (212) 768-7277 ext. 1514 or khornachek@the-dma.org.

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