Multicultural marketing is an endless journey, says Alicia Enciso of Nestle USA

Alicia Enciso, Nestle USA’s chief marketing officer, says that multicultural marketing involves a journey, an endless story in which “every day is another step toward realizing its opportunities.” “And looking towards 2021, which I think is extremely exciting, it becomes much more evident for everyone that we are going to see an acceleration of opportunity in general for communities and people,” she said during the first day of the 22nd ANA Multicultural Marketing & Diversity Conference. During her presentation, in which she noted that multicultural marketing has produced revenues of some $350 million in sales for Nestle, Enciso explained her strategy in leading her company to prioritize this market segment. On the one hand, she said, that’s because of its opportunities for growth and, on the other, for its competitiveness, “because marketers by nature are competitive.”