Beyond Translation: Transcreating Stories for Multicultural Audiences
When developing a multicultural marketing strategy, it is important to have content properly adapted to the language being used for your target markets. But to create meaningful connections, communicators must take it a step further and transcreate content that won’t get lost in translation.
About Our Panelists:
Maria Isabel SanquíricoFormer Univision and Telemundo news anchorwoman, Maria Isabel Sanquírico, is the founder and president of Eleven 11 Communications, a strategic communications firm driven to help clients tell their stories and engage with stakeholders, especially those seeking to engage with diverse audiences. Maria Isabel, a seasoned communications professional with over 20 years of experience, has been recognized for her accomplishments by the University of Puerto Rico as one of their Outstanding Students and in 2020 she was one of PR News’ Top Women in PR, a recognition given to women who have made bold advances in crisis management, brand reputation, content creation, social media and marketing for clients. She has been instrumental in shaping communications strategies for multiple Puerto Rican leading brands in the US Continental market, such as Medalla Light, Meson Sandwiches and Bettina Cosmetics.
Before the launching of Eleven in November 2011, Maria Isabel was a Clear Channel (now iHeart Media) radio personality and producer, and led one of Puerto Rico’s top lifestyle magazines Imagen in Florida. She is an active board member of United Arts and previously served the Adult Literacy League, he City of Orlando Municipal Planning Board and the FPRA Orlando chapter.
A native of Puerto Rico, Maria Isabel holds BA in Mass Communication from University of Puerto Rico. Eleven 11 Communications is a Certified Women-Owned Business.
Lourdes M. Mola
As the founder of Lourdes Mola Solutions, Lourdes Mola delivers innovative, influential, and powerful strategies to help businesses grow. Leveraging long-held and carefully cultivated professional partnerships with businesses and nonprofits, Lourdes utilizes a unique “Fuel Your Business” approach focused on key strategies, seasoned leadership, and targeted marketing efforts. This mindset and values provide the framework to develop and shape corporate communications, public relations, social media strategies, brand development and reputation management that delivers success for all her clients.
After more than 25 successful years working in Fortune 500 companies and having led one of the largest chambers of the country – the Hispanic Chamber of Commerce, of Metro Orlando and other non-profit organizations, Lourdes mines deep expertise from working with the brightest minds across Florida and the U.S., to help her clients optimize their profits.She is a national award-winning professional with a proven track record of leading business development efforts, creating multicultural strategies, delivering successful training and outcome-driven communications. In 2021, Lourdes was named “CEO of the Year” by Orlando Magazine and in 2020, she was named a “Women Who Means Business” by the Orlando Business Journal for her contributions to Central Florida. In 2016, Lourdes was named “Entrepreneur of the Year” by the Women’s Executive Council and then again by I4 Business Magazine in 2021.
Her genuine and straight-forward approach has earned her a reputation for getting things done. Serving as a spokesperson for The Walt Disney Company at numerous local and national scale events further elevated her business acumen and celebrity allowing her to impact numerous local and national organizations on a plethora of topics and issues.
She cut her teeth in leadership roles at the Royal Caribbean Cruise Line and Celebrity Cruise Lines in Miami, which led her to Walt Disney World where she was on the opening team of the Disney Cruise Line. In her 20-year tenure at Disney, Lourdes led several areas in sales, marketing, public affairs, minority business development, and corporate citizenship, where she was exposed to a myriad of significant local and international businesses, nonprofits, and professional associations.
Lourdes takes pride in supporting her community and providing positive and inspirational guidance to the next generation of entrepreneurs, business developers and innovators. Most recently she chaired the Heart of Florida United Way’s “Women United” movement to raise funds for awareness and programs about mental health in Central Florida. She has served on numerous nonprofit boards, including the Central Florida Economic Development Commission, Orlando Economic Partnership, Prospera, Hispanic Heritage Scholarship Fund of Metro Orlando, Central Florida Foundation and Hispanic Chamber of Commerce of Metro Orlando and appointed by two governors to serve on the board of the Early Learning Coalition of Orange County.
Lourdes’ impressive career is only a part of her story. A first generation American born to Cuban refugee parents, Lourdes was raised in a bicultural and bilingual household that also provided a depth of understanding that informs her decision-making abilities to this day. Lourdes has a deep understanding and respect for the influence’s ethnicity, race, language, and culture on society. She is well-versed in the nuances that can hinder success if left unaddressed. She understands there is no “one size fits all approach” and brings that knowledge to her work – the differentiator that is the hallmark of Lourdes Mola Solutions.
A self-described lifelong learner, she received her undergraduate degree in marketing from Nova Southeastern University and earned her MBA from Stetson University. Her passion for cultural and international affairs has also taken her all over the world. Her accolades and successes notwithstanding, Lourdes’ joy in helping her clients succeed is fueled by the joy she finds in spending time and creating memories with her husband and two children. Lourdes and her family reside in Orlando, the City Beautiful.
Wilson Camelo
Wilson Camelo is president of Camelo Communication, Central Florida’s largest multicultural marketing agency. He is an experienced and nationally recognized marketing expert with experience in the U.S. Hispanic, multicultural and general markets.
He is a sought-after speaker on the topic of multicultural marketing and in culturally relevant communication whose speaking credentials include Public Relations Society of America (PRSA) International Conference, PRSA Health Academy, PRSA Counselors Academy, Florida Public Relations Association, among others.
He was recognized as the 2011 Public Relations Practitioner of the Year by PRSA Connecticut, served on the PRSA Diversity & Inclusion Committee and has earned a Bronze Anvil.
Wilson proudly began his communication career as a public affairs officer in the U.S. Air Force where he advised 4-star generals and won numerous national-level awards in strategic planning, crisis communication, media relations and events. He retired as a major after a 20-year career.
About Our Moderator:
Marc Espeso is the Digital Communications Editor within the Office of Communications at Orange County Government. He also serves as the County’s LGBTQ+ liaison. Marc and his team are responsible for the public dissemination of information on digital platforms to Orange County’s more than 1.4 million residents and 75 million annual guests. On social media, he works to foster meaningful connections between residents and industry sectors for the County’s departments, divisions, and the Office of the Mayor.
Marc brings a unique perspective, not only as a proud member of the LGBTQ+ community, but as an Asian-American, downtown Orlando resident and a communications professional – with a decade of communications experience. But more importantly, he cares about the community in which he serves and is a dedicated public servant.
