General manager, Procter & Gamble Puerto Rico.
Ms. Eleta de Cacho, 36, joined the North American division of P&G from the Latin American division. Her move is part of the package-goods giant's strategy to cultivate U.S. Hispanic, African-American and Asian-American consumers and consolidate its multicultural marketing efforts.
Insight: Many North American Hispanics are immigrants to the U.S. and "come as new entrants to categories we market to them-paper towels, conditioners, even disposable diapers. Some of these categories are very underdeveloped," she says and adds she'll be using "a lot of educational marketing."
Focus: P&G has been marketing more than 20 brands to the African-American and Hispanic markets for years. Over the next year, she'll be overseeing the marketer's focus on 12 key brands.
Strategy: "We are doubling the amount of investment we were doing vs. a year ago," she says and notes she will continue to spend significantly on print and TV to build awareness. Other programs include "Avanzando con tu Familia" ("Advancing with your Family") a multibrand direct marketing effort as well as