Roberto E. Madrazo This is Me

Education

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1. 1. www.texasdiversitycouncil.org

   www.texasdiversitycouncil.org/ - [Cached]

   Published on: 2/14/2008   Last Visited: 3/9/2008

   Roberto E. Madrazo Senior Director Multicultural Marketing AstraZeneca

2. 2. Texas Diversity and Leadership Conference - 2006 Dallas, Texas - DiversityFirst

   www.texasdiversityconference.c - [Cached]

   Published on: 12/1/2007   Last Visited: 12/1/2007

   Roberto E. Madrazo Texas Diversity and Leadership Conference - 2006 Dallas, Texas - DiversityFirst
   ...
   Roberto E. Madrazo Senior Director of Multicultural Marketing AstraZeneca
   
   Born in Guatemala, Roberto spent his early childhood growing-up in his family's coffee plantation in a small town called Mazatenango situated in the southwest region of the country.
   
   He received a Bachelors Degree in Business Administration from the University of Denver in 1983, and an MBA degree from the Monterey Institute of International Studies in 1989. After his MBA program Roberto returned to Guatemala to continue working for Kellogg's de Centro América, S.A., where he was the Brand Manager responsible for all marketing functions of this company's top three brands for the Central America and Caribbean markets.
   
   Subsequently, Roberto moved back to the US to work for The Coca-Cola Company in Atlanta, Georgia, as Licensing Manager for Latin America and Africa where he managed eight different product categories ranging from Coca-Cola plush-toys to Coca-Cola collectibles sold by high-end retailers. By far the most successful category developed by Roberto was the Coca-Cola apparel line sold in Chile, Mexico and South Africa.
   
   In 1998, Roberto was recruited by Wal-Mart as the Vice President of International Marketing, Roberto and his team performed a stewardship role to ensure that the Wal-Mart brand activation was consistent with the global architecture/ positioning and managed the global marketing initiatives of Wal-Mart by providing direction to country marketing units in order to optimize global brand strategies, and support the development of country-specific marketing plans.
   
   Roberto accepted a position with Target Corporation in January of 2002 where he led the Multicultural Merchandising and multicultural marketing initiatives for the company. Inclined to apply his experience and vision of multicultural marketing to an industry where he could do the most good, Roberto took the Sr. Director of Multicultural Marketing responsibility with AstraZeneca, leading multinational pharmaceutical company.

3. 3. "-- CPGjoblist -- Industry News and Tidbits"

   www.cpgjoblist.com/library/new - [Cached]

   Published on: 9/16/2004   Last Visited: 8/29/2005

   07/19/2005 CHICAGO - Proper translation of multicultural marketing messages does not need to focus so much on individual dialects as it does a common language, according to Roberto Estrada, senior group manager, marketing, Target Corp. Estrada, speaking at the fifth annual Shopper Insights in Action conference, said companies, including supermarkets, should speak with a singular voice that acknowledges ethnic sub-groups but focus on ideas, not words. Even at Target, the chain's value propositions can be translated in five distinct ways, Estrada said. He noted that Target uses a three-tiered system to classify the ethnic product and marketing mix in individual stores; a AAA store will get bilingual signs and packaging, and more authentic products, while an A-level unit will use very little or no ethnic signs and offer fewer products.