Zuman Group Names Hispanic Managing Consultant

Manny Gonzalez Hired Away From Diageo's Johnnie Walker Brand

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NEW YORK (AdAge.com) -- Manny Gonzalez, a high-profile Hispanic marketer, is leaving his job at Diageo North America at the end of this week to join the Zyman Group’s 2-year-old Marketing to Hispanics (M2H) practice as a managing consultant.
Manny Gonzalez has been named managing consultant for Zyman's Hispanic unit.

Mr. Gonzalez was brand director for Johnnie Walker and other premium Scotch brands at Diageo North America for the Hispanic as well as general market. He worked on the brand for three years, initially in the Hispanic role and adding general-market responsibilities earlier this year. Johnnie Walker devotes about 30% of its budget to the Hispanic market.

Brand strategy and positioning
“This year there’s been a tremendous demand for our services and it’s one of the fastest-growing areas [at Zyman],” said Juan Garcia, head of M2H. The Hispanic unit has 11 staff, and will grow to 15 next year, he said. “Most of our efforts center around brand strategy and brand positioning in retail and consumer package goods.”

“Manny’s focus will be on business development, and helping develop intellectual capital and building the bench, in hiring and developing capabilities,” Mr. Garcia said. “He’ll create buzz in the marketplace.”

After getting an MBA, Mr. Gonzalez spent five years at the San Jose Mercury News, where he oversaw the paper’s first Hispanic product, then moved to Los Angeles as marketing manager for La Opinion, the nation’s largest Spanish-language daily. He joined Miller Brewing Co. as national brand manager for Miller Genuine Draft, where he negotiated Miller’s sponsorship of Mexico’s National Soccer Team and managed a popular Latin music concert series for Miller Brewing Co.

Popular speaker
At Diageo, he has been a popular speaker on Hispanic marketing at conferences and served as a judge this year for Advertising Age’s Hispanic Creative Advertising Awards.

Zyman Group, started by former Coca-Cola Co. Chief Marketing Officer Sergio Zyman, is based in Atlanta but is moving its Hispanic and Latin American practices to Miami, where Mr. Gonzalez will starting working Nov. 14. Mr. Zyman, chairman-CEO, sold 61.6% of Zyman Group to MDC Partners in April for $63.8 million in cash and stock.
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