Account Supervisor – Bacardi – Multicultural
Award-winning publicist, Tracy Asencio, has just under a decade of experience in the Multicultural Marketing industry. She joined TEAM Enterprises in 2018, and currently serves as the Account Supervisor on our Multicultural Brand Engagement team. Tracy works side-by-side with our 20.10 partners on developing relevant, engaging, and disruptive Multicultural programming across the Bacardi Portfolio of brands. Prior to TEAM, Tracy spent most of her time in the Windy City of Chicago where she worked with some of the most notable brands in the country such as MillerCoors, Honda, Brown-Forman, and Red Bull, executing media relations plans and assisting with strategy development, program coordination, and administration.
Account Supervisor leading on the Bacardi multicultural team. Generally speaking, multicultural means Hispanic and African American.
I graduated with a Bachelor’s degree in Communications and a minor in Psychology. I wanted to be on TV, so I initially set out to be a journalist. Tried it, didn’t like it, and explored other opportunities in the marketing world. Next, I landed a cool gig at MillerCoors in Chicago where I rapidly fell into PR, and loved every minute of it. I’ve been working in the marketing realm ever since. It’s been 5+ years.
I am Dominican and a proud Afro-Latina. I think being an Afro-Latina, especially in this role, allows me to relate to both African American and Hispanic consumers more directly. It gives me a home court advantage. I can understand a Black woman and a Latina woman. Being embedded in the culture helps me plan better programming that’s relatable to this audience. I am the consumer on both sides. I know what I like, and I know what I want brands not to do. I apply that to my everyday work. When strategizing and developing plans, I think about things from both a marketers perspective and a consumer perspective.
That one size fits all. For example, being an Afro-Latina in Chicago, which is predominantly Mexican, I have noticed that a lot of non-Latino marketers don’t understand that not all Latinos are the same. You can’t just translate; all of our cultural ties are different although we share the same language. I produced this documentary called, “United but Not One People” which really dove into this topic. We are united, but we aren’t the same. It’s not enough to advertise to a Hispanic, you need to know who you’re talking to in order to better connect with them.
Research. Even though I’m multicultural myself, there are a lot of parts about being multicultural that I don’t understand. You need to dig deeper and do your research. You can’t be lazy. You can’t be repetitive in this market. What worked for one doesn’t always work for the other.
By acquiring 20.10 and hiring diverse employees, I think TEAM is leading the charge in having the right people in the room. That type of consumer should be sitting in the office making decisions. H&M with their Blackface campaign and Pepsi with the Kendall Jenner spot backlash are companies who didn’t have someone in the room to say “that’s not ok,” or “that’s offensive.”
I binge watch Novelas. Right now, I’m watching Rubi.
A new G-Wagon, a house, and a shopping spree at Louis Vuitton
What may touch an African American consumer may touch a General Market differently. The experience can work for both. With brands and multicultural consumers, we care about you caring about us. How are you connecting with us deeper than ourselves? The way they look at marketing is, “are you marketing to us because you have a box to check, or because you really care? How do you care about me as a consumer, my community, and what do you understand?”
Music. Going into entertainment. Specifically having music be a driver for the program. Hispanics and AfAm like to have interests outside of music. We’re entrepreneurs at heart. We’re involved in the community. Tap into the entrepreneur, the artist, the painter, the fashion designer, the cook. Don’t be basic. Switch it up. Think outside the box.
I do feel like agencies and corporations should hire who they’re targeting. Non-Multicultural people can’t just work on the business, they need to go into the culture. Experiencing a happy hour at a Dominican club for example, talking to people and getting their perspectives. They need to experience the culture first hand. There’s always so much more you can learn and connect with.
An Appletini with Celia Cruz!
Tracy is a proud Dominican. Born in NYC, raised in Miami, but discovered her true passions in Chicago. She loves to dance and spend time with her family and friends. When she’s not cranking out a strategy or plan, you can find her spending quality time with the ones she loves, or curled up at home with a good book and a BIIIIIG cup of coffee. Follow her on Instagram and/or LinkedIn to see how she lives #thatteamlife.