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Benitez, Cristina

Benitez, Cristina
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Cristina Benitez

Cristina Benitez is a Hispanic marketing specialist.

For nearly three decades she developed a wide range of branding and marketing programs that target the growing Latino population in the United States. In 2010 she assumed the position of Director Latino Media and Communication, an undergraduate and graduate program at DePaul University in Chicago. 

She is also an entrepreneur and In 1998 founded Lazos Latinos, a specialty Hispanic strategic branding and advertising company based in Chicago. Lazos Latinos’ mission is to build leadership brands by embracing, understanding, and respecting the Latino consumer.

Formerly senior vice president of ethnic marketing at DraftWorldwide, Cristina directed Hispanic direct marketing campaigns  for Sprint, AARP, PacifiCare, HFC, and Miracle-Ear. While at Draft, she spearheaded Dimension Draft, the agency’s nationally recognized study on Hispanics and direct marketing. This research was the first of its kind to examine direct opportunities targeting Hispanic consumers. Cristina's prior Hispanic advertising experience was VP account services at FOVA, Grey Advertising’s Hispanic agency in New York. In this capacity she introduced many products into the Hispanic market such as Cover Girl, Pantene, Kraft General Foods, and Dannon Yogurt, among others.

In 2005, Ms. Benitez's company, Lazos Latinos, added "Latinization" to help Fortune 500 companies understand and develop their Latino employees. Here workshops, Linking Latino Values to Leadership, have helped companies such as Deloitte, Kraft, P&G, Abbott, Exelon, General Electric, PepsiCo, and Shell to name a few. Cristina's expertise across all aspects of advertising, her passion for Latino leadership development, and her culturally diverse background as a bilingual native of Florida make her an invaluable and highly successful motivational speaker.

Cristina is a board member of the Gateway Foundation, The Chicago Public Library,  Luna Negra Dance Theater, and serves on the audience development and diversity committee of the Museum of Contemporary Art. She served on the Governor’s Commission on the Status of Women in Illinois, the Lt. Governor’s Ethnic Advisory Council, and the Advisory Council of the Women’s Business Development Center.

Contact the author
phone: (312) 280-1224

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Latinization: How Latino Culture is Transforming the United States by Cristina Benitez
Latinization: How Latino Culture is Transforming the United States by Cristina Benitez
How Latino Culture is Transforming the U.S.