Two multicultural experts are moving to Horizon Media. Karina Dobarro joins the media agency as vice president, managing director, multicultural brand strategy, while Jerly Marquez has been named associate director of multicultural brand strategy.
Dobarro will supervise a staff of 10 and will report to Stan Fields, executive vice president/managing partner at Horizon Media. Marquez will report to Dobarro. Both will be based in New York City.
“We have an advanced multicultural practice,” said Fields. “These new hires further strengthen our leadership and proven ability to develop engaging and culturally relevant communications for our clients.”
Dobarro is a multicultural marketing leader with strong Hispanic market expertise. She joins Horizon Media from Mindshare where she was managing director of multicultural marketing, spearheading its multicultural unit. She has developed campaigns for various brands, including AT&T, Unilever, Macy’s, Volkswagen and Kimberly Clark.
Also, Jerly Marquez joins Horizon from GroupM, where she spent six years as a U.S. Hispanic and multicultural market specialist supporting WPP media agencies Maxus, MEC, MediaCom and MindShare. She has worked on campaigns for AT&T, Audi, Volkswagen, Shell Oil and Mexico Tourism.
Both Dobarro and Marquez will help Horizon Media connect with millennials. “Nearly half of adult millennials, the coveted 18-34 demographic, are multicultural,” said Dobarro. “This is the highest share of non-white Americans in any generation. Given this demographic shift, it is paramount that communications planning continues to evolve and reflect this cultural diversity.”
Horizon Media generates estimated billings of over $4.3 billion and employs over 800 employees. The company - founded in 1989 - is headquartered in New York and has offices in Los Angeles, San Diego and Chicago.