Who: Gilbert Davila, 36, director of multicultural marketing since 1995. He signed on at Sears after five-year stints with Coca-Cola USA and Procter & Gamble Co. where he worked on general market sales as well as multicultural marketing. He says his experience helps him understand how programs can brand Sears as well as drive traffic into stores.
Tools: Mr. Davila also oversees Nuestra Gente, a custom magazine with a non-paid circulation of 800,000 and a heavily female readership. Advertisers include AT&T Corp., Kraft Foods, McDonald's Corp. and P&G.
Walking the talk: Sears stores with a heavy multicultural consumer base have bilingual associates and signage in Spanish, Chinese, Korean and other languages. About 350 of the full-line stores have a multicultural consumer base.