EPISODE 157: Data, marketing, advertising & empowering the Latina community w/ Nielsen's Stacie M De Armas


This week on the show, we have the incredibly knowledgable Stacie M de Armas from Nielsen to shed light on the power of the Latina community and how we can leverage hard data to empower ourselves. Stacie is a single mom of 2 and is the Vice President Strategic Initiatives & Consumer Engagement and a Public Affairs Leader within Nielsen’s Diversity & Inclusion practice. For those of you interested in marketing, advertising and brand building- this one's for you! 

Before the interview, Bricia and Paulina discuss their weekends. Bricia talks lashes, from RevitaLashToo Faced Waterproof mascara, to the reason why she and Paulina have short eyelashes. Also, is the tooth fairy actually real? It looks like she is in Paulina's house. 

Stacie M. de Armas is a subject matter expert, a thought leader and a frequent speaker on the U.S. Hispanic market.  

She works with major brands, multicultural organizations, advocacy and community leaders and consumers to uncover trends, and better understand and tap into the power of the U.S. Hispanic market.

de Armas joined Nielsen in 1998.  She has previously served as vice president of community alliances, vice president of multicultural advocacy and marketing, and director of Hispanic marketing.

Stacie sits on the advisory council of the Association of National Advertisers- AIMM Initiative; and sits on the Board of Directors for the Culture Marketing Council (formerly AHAA). In 2017, she was honored by the Imagen Foundation as one of the Most Powerful and Influential Latinas in Entertainment and in 2014 as one of LATINA Style Magazine's top ten Latina executives. She is also an adjunct professor of Qualitative Research at California State University, Los Angeles in the college of Business & Economics. 

Follow Stacie for stats and data on the Latino community on twitter, @StaciedeArmas & LinkedIn

our conversation with Stacie M. de Armas

(11:00): Who is Stacie? 

(13:40): How did you get started in the industry? 

(16:42): What are some challenges that you faced during your journey? 

(18:42):  What have been your breakthrough moments? 

(20:56): Dealing with Mom Guilt 

(27:34): Nielsen came out with a report last year, Latina 2.0, which you spearheaded and it shines light on the power of the Latina. Where does the millennial Latina mom/ single moms fits in there? 

(31:35): How can we leverage this data to empower us?

(36:42): how can we position ourself to go after those general market dollars? 

(41:39): Whats next for Stacie? 

Pick or Tip of the Week

(51:53): Stacie's Google Home is her frictionless access to everything she wants (Maluma included). 

(56:26): Paulina opens up the "poop gates" and we talk everything #2. Her obsession right now is Poo-Pourri. Also- know of a poop-specialist? Send Bricia a message.

Other mentioned picks: Poop like A Champion (DRINKS LOTS OF WATER), Apple Cider Vinegar, Squatty Potty

(1:02:32): Luis Miguel redeemed himself and Bricia's OBSESSION is with the new biographical television series, Luis Miguel la serie. Download the Telemundo Now App today and be like Bricia and watch the show at 5AM or in the bathroom 🤣