1. Into the Core
New blog/website
Strategist – Marketer - Innovator Loida Rosario

2. New blog:
www.intothecore.com
Marketing strategy does not
live on its own. It permeates
all business functions.
Global Similarly, marketing functions
cannot be in a vacuum.
Innovation is not just a spark of
creativity but a disciplined
process.
Core
Core
Marketing
Social/
Comm. (all)
Digital/All
MAP
Marketing
Mkg Multicultural
Innovation
Social/Digital
Strategy The opportunity:
Strategy
Creation
Integration
Multicultural
Innovation Alignment

3. Keep It Simple, Brilliant UNFAZZED AND ELATED

4. Illumination DELIVER EXCELLENCE

5. Alignment And Leverage at the Core SUCCESS THROUGH COLLABORATION

6. Intelligent Insights as Foundation LEVERAGE LEARNING, DRIVE THE FUTURE

7. Loida Rosario
Loida has been a force as a business strategist and expert in multicultural marketing specializing and innovation in
consumer/packaged goods, e-retail and information technology industries for over 15 years.
Before joining Edelman as Senior Vice President of Multicultural Strategy and Planning, Loida directed product
management and marketing functions at Colgate-Palmolive and AT&T, servicing customers both in the U.S. and Latin
America. In addition to those services, she carried out executive consulting with General Electric, IBM, Sears and Abbott.
Fabuloso Detergent, System 7000 and ElCoquiGalleries.com are among her new product innovations.
Also recently, she developed the strategy and capabilities of the social media practice for multicultural markets at Zocalo
Group, an Omnicom company. Loida also served on the faculty at DePaul University where she consulted with senior
business managers in strategic business, integrated marketing communications, multicultural marketing and new
product development.
As co-founder and professor of the Multicultural Program at DePaul University School of Commerce, she earned a
reputation as a pioneer in global innovation theories as well as multicultural marketing strategies. Her teams were often
engaged for research and development campaigns by companies such as Ford Motor Co., Verizon Wireless, ConAgra
Foods, IDOT/Resolute and Trustmark. Loida’s work, “Borderless Innovation,” was featured in the Product Development
Management Association’s (PDMA) magazine Vision. “Multicultural Marketing: A Misunderstood concept and Untapped
Business Strategy” was published in October 2010 in the Hispanic MBA magazine.
Loida is a frequent speaker at marketing conferences, and is widely sought out by the media as a multicultural strategy
expert. She has been featured on Chicago Tonight, Tapestry, ABC News, NPR News, and has also been interviewed by
several newspapers and magazines.
Loida currently sits on the boards of the Daniel Murphy Scholarship Foundation, the Leap Learning Foundation, and is a
founding member of the National Society of Hispanic MBAs (NSHMBA). She also participates in the Advertising Research
Foundation and the Healthy Weight Foundation.
In 2008, NSHMBA recognized Loida’s contributions to the creation of the Summer Enrichment Program and the
Corporate Advisory Board by honoring her with the Brillante Award.
Loida was born and raised in San Juan, Puerto Rico and currently resides in Evanston, Illinois with her husband and two
children.
Biography