DATOS: The State of Arizona’s Hispanic Market – Is This a Target Market for Your Business?

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DATOS: The State of Arizona’s Hispanic Market – Is This a Target Market for Your Business?

April 11 @ 3:00 pm - 5:00 pm

USD15 - USD35

DATOS: The State of the Hispanic Market is the most comprehensive compilation of secondary research on Hispanic consumers in Arizona with a brief overview of national growth as well as primary research on Hispanic Business Enterprises.  The presentation will include an over view of demographics, consumer behavior in key areas (including Entertainment, Healthcare, Financial Services, etc.), and segmentation models to approach this consumer. The data provided is an actionable tool for any marketing.

The American Marketing Association presents a mini-DATOS event, which presents a wealth of information on the growing Hispanic Market.

DATOS: The State of Arizona's Hispanic Market


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What do you and your company know about this dynamic market, which continues to grow larger each year? Is this a target market for your company? If Hispanic consumers are not currently in your customer mix, you should attend this event to learn about the surprising statistics and demographics of this audience segment. You will learn more than you can ever imagine!

Join Monica Villalobos on Thursday, April 11th and attendees will enjoy a presentation which includes:

  • Trends which speak to a new and vibrant socio-economic paradigm with far-reaching implications for the multicultural consumer, entrepreneurial marketplace, and corporations across the state and country.
  • An overview on consumer behavior and how and why Latinos continue to be a major and growing economic driver locally and nationwide.
  • A summary on total market and Hispanic market consumer spending with its predicted growth.
  • Useful information to be applied to all areas of business and marketing.


AMA Member: $20
Non-Member: $35
Student: $15
ANA/AZIMA/AAF Phoenix Members: $20
Arizona Hispanic Chamber of Commerce Member: $20
Collectivo Member: $20

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About the Speaker:

Monica VillalobosMs. Villalobos is the Vice-President and Foundation Executive Director of the Arizona Hispanic Chamber of Commerce. In this role, she is responsible for the growth strategy of the chamber. Her background and experience as a corporate marketing executive and as an entrepreneur result in a unique combination of skill and talent. She is also Editor of seventeen research publications over the last four years including the annual DATOS: State of Arizona’s Hispanic Market (2012-2017), DATOS Tucson (2012-2015), Minority-, Women-, Hispanic-, Family-owned Business Enterprise Reports and the AZ Supplier Diversity, Employee Resource Group, Sustainability, Global Trade Best Practices, and Minority Business Economic Indicator white paper series.

Ms. Villalobos is the founding principal at ResearchByDesign, a marketing research firm specializing in primary qualitative and quantitative research. She works closely with client partners to develop category specific studies as the foundation for marketing strategy Decision-making. She was selected as the 2015 Latina Style Inc. Entrepreneur of the Year and ASU Entrepreneurship &
Innovation Visionary Awardee, 2017 Achieving My Purpose: Celebration of Women award recipient and a 2018 Phoenix Business Journal Outstanding Women in Business honoree.

Previously at Phoenix Marketing International based in Rhinebeck, NY, Ms. Villalobos developed all communication materials related to the company’s products and services. She continues to work with PMI and other clients as a research consultant and account planning strategist. Ms. Villalobos is the former Director of Accounts at Latin Force LLC, purchased by Goldman Sachs, a business strategy firm specializing in the Hispanic marketplace. In that capacity, she supervised strategy development for clients such as Wells Fargo, National Football League (NFL), Kraft Foods, and ING.

Her expertise is in the development of Integrated Multicultural Communication Platforms and ROI Business Case Assessments. She led the Wells Fargo account and developed a Hispanic go-to-market plan by conducting proprietary research, reorganizing infrastructure, analyzing product proxy data, and formulating a customized ROI model with targeted product suites. At NFL, she was positioned as an in-house consultant to determine the most appropriate Hispanic segmentation model, craft relevant messaging and channels, examine sponsor needs and resources, facilitate media relationships and build the first-ever Hispanic platform for the 2006/7 season.

She is also the former co-owner of Cuellar, LLC dba ShopRite Supermarket of Passaic/Clifton, an annual $50 million retail enterprise. She made this transition from the position of Executive Vice-President at ECO, Inc with the sale of that company and its subsidiaries President Supermarkets, Presidential Caterers and LatinoNetShopper.com.

Ms. Villalobos is scheduled to complete her doctorate at the University of Southern California in May 2019. She completed a Master of Arts in Communications degree at Seton Hall University with honors. She is also a graduate of the University of California, Los Angeles with a double major in Linguistics and Psychology. Scholastic achievements include a scholarship to the Oxford University Study Abroad program, nomination of fellowship for a summer thesis on Quechua (language of the native Incas), and Dean’s Honors. Ms. Villalobos is also a national bronze medalist in collegiate Lincoln/Douglas debate and a state silver medalist in team debate. She is a first-generation Mexican-American and the only child of an elementary school teacher and truck driver.

Ms. Villalobos began her career with Casanova-Pendrill, one of the largest Hispanic advertising agencies in the country. Her responsibilities included management of on-air and promotional activities for Coors Brewing Company. Later at Arvizu Advertising, Ms. Villalobos supervised the Account Services department and managed $15 million in billings as Associate Director. She handled national accounts such as MasterCard International, Banco Popular and Coca-Cola. She was then courted by a client and joined the Telmex/Sprint International Joint Venture as Marketing Manager reporting directly to the Chief Marketing Officer. In this capacity, she developed and implemented marketing strategies, managed a $20 million budget and supervised agencies in Mexico and the U.S. Other assignments at Sprint included partnership management of EarthLink/Sprint. Ms. Villalobos then became Brand Manager of the Hispanic Line of Business for Capital One Financial. She was accountable to the Vice President for the development of the company’s programs within the Latino market. Her responsibilities included management of advertising agencies, internet channel development, and media/public relations. Ms. Villalobos was a volunteer member of the Advisory Council of “Juntos en Salud,” a community health initiative administered by Catholic Health Charities in the city of Passaic, NJ. She was on the board of the New Jersey Regional Chamber of Commerce and a member of the Republican Eagles. She is a former member of the Board of Directors for St. Joseph’s Hospital Foundation in Paterson, NJ, Mental Health Association of Essex County, Montclair, NJ, and Girls, Inc. of New Jersey. She is currently a member of the AZ Community Foundation Latina Giving Circle and former Vice President of the St. Thomas Aquinas Grade School Parent-Teacher Organization.



Founded in 1948, the Arizona Hispanic Chamber of Commerce is the premier advocate for the state’s Hispanic-owned small businesses and more than 2 million Hispanic consumers. The organizations are dedicated to promoting the economic health and prosperity of the state and nation by serving as a vital link to the growing power and influence of Hispanic business owners and consumers in our increasingly diverse global marketplace.

Led by CEO and President Gonzalo A. de la Melena, Jr., the non-profit organization provides products and services in the area of market intelligence, capacity building, advocacy and education for the benefit and success of its members, corporate partners and to actively promote the economic growth and vitality of Arizona. The Arizona Hispanic Chamber’s annual signature events include the Black & White Ball and Business Awards; the release of DATOS: State of Arizona’s Hispanic Market; the Business Diversity Summit; Power of the Purse; the Bud Shootout Golf Tournament, along with more than 50 workshops, seminars, public forums and business networking activities.

The Chamber also operates the federally funded Phoenix MBDA Center, the No. 1 ranked center of its kind in the nation, which provides access to contracts and capital for mid-sized companies among the state’s Minority Business Enterprises in search of growth and investment opportunities.

For more information, visit www.azhcc.com or find them on Facebook and Twitter.


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Fleming’s Prime Steakhouse & Wine Bar
6333 N. Scottsdale Road
Scottsdale, AZ 85250 United States
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