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Paulita David
Director of Multicultural Strategies at McPherson, Former Head of Multicultural at Google
Paulita David
Director of Multicultural Strategies at McPherson, Former Head of Multicultural at Google
Biography
As director of multicultural strategy at McPherson Strategies, Paulita David brings deep diversity and inclusion expertise with multicultural consumers, including what motivates them, what matters most to them, and how they live in America today. Paulita joined McPherson following a decade at Google, most recently as Head of US Multicultural. She has worked with today’s most prominent brands, helping them make impactful connections with today’s multicultural consumers. In turn, she also led Google’s efforts to inspire and educate multicultural consumers and connect them more closely with the brands they love. Paulita put “multicultural” on the map for Google and for the Industry, dramatically changing how Google approached the multicultural consumer. Under her leadership, she founded the Multicultural team, which focused on helping companies cater to the African American, Asian American and LGBTQ communities.
Beyond working with Agency heads, C-Suite executives and brand leaders, Paulita engaged Google’s engineers to completely redesign the online diversity and inclusion experience. Because of her efforts, Google now more frequently includes non-English languages. When multilingual users search for items such as “election booths” and “polling locations,” Google now posts those results in users’ preferred language.
In just a year and a half, Paulita built a global sales team devoted to offering dedicated in-language support across all of Google’s platforms – from YouTube to search and display. Clients from non-profit organizations to automakers and more can now reach US-based users who need Spanish or Mandarin search, display, and video campaign support. Today, more than 100 Fortune 500 clients, and dozens of agencies, use this program to launch their latest multicultural campaigns. These organizations now reach their consumers in the language they prefer, and during the moments that matter most.
Previously, Paulita led a sales team focused on IAC, one of Google’s largest partners. She also ran Strategy & Operations for the Americas Sales Team, and Google’s internal creative agency known as Creative lab. Prior to Google, Paulita led a global strategy team at the Seiden Group, a marketing and brand strategy agency.
Paulita holds a BA from the University of Pennsylvania and an MBA from Northwestern. She lives in New York City with her husband and son.
Speaker Videos
Marketing in a Multi-Cultural World
Speech Topics
Multicultural Marketing
Paulita built the Multicultural Consumer team for Google. She was in charge of helping Fortune 500 companies use Google products to engage with Hispanics, African Americans, Asian Americans, and the LGBTQ community. She is well-versed in Multicultural Marketing and can speak to strategy, demographic shifts, and overall Marketing goals. In addition, her background includes working at a Brand Strategy Firm, receiving an MBA in Strategy, Operations & Marketing from Northwestern (the #1 Marketing program in the country), and a year spent in the Marketing org at Google.
New Audiences in America
The demographic shifts in this country are impressive. Currently, 40% of the population are Multicultural, and within the next 15-20 years, the number will have grown to 60%. The millennial population is already over 50% Multicultural and the demographics of the under 18 population is even more diverse. To be a successful company in the US right now and in the future, you need to understand New Audiences in America.
Women in Leadership/Being a Latina Executive
Paulita spent ten years at Google working her way up to various executive roles. She was often the only woman in the room, and always the only Latina. She was an active participant in the Women @ Google org, a founding member of the Latino Executive Committee, and the Executive sponsor for the Hispanics at Google org in NYC.
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