Exploring the World of Multicultural Marketing with HBO
Don’t miss our exclusive virtual conversation featuring Jessica Vargas – Director, Multicultural Marketing, at HBO and HBO Max, in her role, Jessica focuses on inclusivity while developing authentic and intentional campaigns that reflect the diverse world that we live in. With the launch of HBO’s ambicultural movement and campaign, Pa’lante!, she is helping to shape the future of HBO and multi-cultural marketing. You won’t want to miss this chat!
Moderated by Evelyn Brito
Jessica Vargas Director, Multicultural Marketing, HBO Max and HBO
Jessica Vargas is director, Multicultural Marketing, at HBO Max and HBO, working across the HBO Max portfolio, responsible for the strategic and creative oversight of targeted marketing efforts and business initiatives to the network’s Latino audiences. This includes HBO, HBO Latino, and all of HBO’s digital platforms.
Among her most recent accomplishments at HBO Max and HBO, Jessica led the successful launch of HBO Max’s new audience initiative, Pa’lante! an always-on social platform to engage the Latinx audience with the purpose of representing, celebrating, and empowering the community and ultimately driving retention, loyalty, and viewership growth. She also recently spearheaded the launch of “Are You Listening?” a content series inspired by the HBO award-winning series Habla and the Pa’lante Promise, a way to support Latino creatives through a partnership with WarnerMedia’s OneFifty. In the past 3 years, she has also launched a Latino Stand-Up competition, a Latinx Short-Film competition, and a New York City school program bringing the arts to students of color.
Jessica has also led the development of award-winning marketing campaigns for Habla y Vota (Mosaic Media Image Award for Advocacy & New York Festival Award Certificate), El Hipnotizador (Festival Iberoamericano de Promociones y Eventos (Grand Prix Crystal)), Alejandro Sanz + Carlos Santana (National Association for Multi-ethnicity in Communications (NAMIC) Excellence in Multicultural Marketing Award (EMMA)), and Yandel (New York Festival Award, Bronze World Medal).
Jessica joined HBO as a marketing associate, Affiliate Operations, in 2010, where she was responsible for the development and implementation of provider-specific print and media campaigns for acquisition and retention marketing activity related to segment marketing, documentaries, sports, retail and new product launches. In 2012, Jessica was promoted to marketing manager and in 2015, the Multicultural marketing team was restructured and placed under the Consumer Marketing division of HBO.
Before her career at HBO, Jessica worked at Reader’s Digest and Parenting Magazine where she partnered with sales reps to respond to RFPs, offering and executing merchandising proposals for such brands as Neutrogena, Kraft, Motts, Pepperidge Farm, and Clorox. At Reader’s Digest she got her first taste of Hispanic Marketing when she developed custom integrated marketing presentations for Selecciones and selecionnes.com, the Hispanic magazine part of Reader’s Digest.
Jessica holds a BA in International Business with a minor in French from The State University of New York at New Paltz. She is a member of Chi Alpha Epsilon (XAE), Educational Opportunity Program National Honor Society. For more information, please visit www.vargasjessica.com.