Terry J. Soto
Hispanic Market Strategist and Consultant
Terry Soto is President and CEO of About Marketing Solutions, Inc., a Burbank, California-based strategy consulting firm specializing in the U.S. Hispanic market. She helps Fortune 500 companies achieve transformative business-ready positions to leverage the Hispanic market for total market growth. Terry is a respected voice and sought-after advisor among America's top corporate leaders. Her strategy consulting expertise spans a broad range of industries including such companies as Wells Fargo Bank, Cigna Health Care, Coca-Cola, Kraft Foods, Walgreens, Disney Consumer Products, United States Postal Service, Verizon Wireless, AutoZone, and Absolut Vodka in the U.S., and global companies such as Bancomer S.A, Bananmex S.A. and Payless ShoeSource internationally.
Author of the industry standard book, Marketing to Hispanics: A Strategic Approach to Assessing and Planning Your Initiative and co-author of Grow with America: Best Practices in Ethnic Marketing and Merchandising, Terry is working on a third book due out in 2012. She speaks across the country on the business readiness and marketing strategy frameworks she uses in her consulting work to help companies create enduring and growth-oriented Hispanic market business strategies.
Terry also regularly lectures at Pepperdine University School of Business Management, where she earned her MBA, and is recent past President of the National Society of Hispanic MBAs Los Angeles Chapter with which she continues to work arduously to further Hispanics' education attainment and grow Hispanic professionals' presence across corporate executive ranks.
Prior to founding About Marketing Solutions in 2001, Terry was Managing Partner/VP of Strategy and Client Services at cruz/kravetz:IDEAS, where she planned and implemented Hispanic Marketing Strategies and communications campaigns for Harris Bank, MoneyGram, Kraft Foods, Campbell Soup Company, El Pollo Loco, Lincoln-Mercury, Don Julio's Tequila, Bancomer S.A., Mexicana Airlines, Pennzoil Motor Oil and others.
Previously, Terry was at Chiat/Day Advertising where she became the first British-trained Hispanic Account Planner supporting general market brand and regional strategy and ad campaigns for the Nissan Pathfinder and truck models. She was also responsible for leading Nissan's initial entry into the U.S. Hispanic market. Terry started her career in motion picture marketing research working for The National Research Group (Nielsen), Lieberman Research Worldwide, and later Research Resources, Inc., where she participated in the design of AC Nielsen's first Hispanic enumeration study to measure U.S. Hispanics' television viewing habits.
Terry is a native of Guayaquil, Ecuador, and is completely bilingual and bicultural.