“I’m a big believer in doing business with a higher purpose where we not only generate profits and growth for our businesses, but we generate a larger social impact as well.” – Sarah Marske
Sarah Marske is the Founder and CEO of Saramar Group, a marketing consultancy firm specializing in connecting brands to the U.S. Hispanic market. Saramar Group integrates three core solutions for business growth with social impact: Hispanic Marketing Services, Social Impact Initiatives, and Consulting & Training. Sarah was previously the Multicultural Marketing Brand Manager for Coca-Cola. She led award-winning Hispanic marketing campaigns and social impact initiatives, earning multiple awards that include The ANA Multicultural Excellence Award, the Silver Anvil Award for Best PR Campaign, and the Billboard Music Award. A true ‘Iberophile,’ Sarah has a B.A. in International Studies and Spanish from the University of North Carolina and completed an M.A. in Communication with Mass Media while also gaining her Translation Certificate (Spanish/English), both from Georgia State University.
In today’s episode, Sarah joins us to share her valuable insights into multicultural marketing, where her love and passion for reaching diverse communities led her to create the Saramar Group. She discusses her college days of International Studies, volunteering with the YMCA in Costa Rica, and her experience of living in Spain to study at the University of Salamaca, all of which solidified her passion for culture and her need to serve and give back through business. Sarah explains how companies should connect with diverse communities in authentic and thoughtful ways and what they should consider when marketing to this audience. She also reveals what she thinks will happen in the future digital diverse marketing space and why it won’t mean discarding real-life connections but strengthening them instead.
“People are just like you and me – they want to see themselves reflected in the advertising. They want to see their values. They’re interested in their beliefs being reflected—and you can tell—so whenever a brand communicates ‘I See You’ you know it’s powerful.” – Sarah Marske
“80% of the population growth in the U.S. over the next 20 years will be driven by the Hispanic population.” – Sarah Marske
“That idea of human connection is going to come back in full force. I think that we’re going to see people wanting to come together. I think we’re going to see brands have the opportunity to create experiences where people are together.” – Sarah Marske
Topics discussed in this episode of Breaking Barriers, Building Hire Ground:
- The No.1 rule when connecting with Hispanic audiences
- Why we should be paying attention to the growing and youthful Hispanic population
- The 5 steps companies can take to connect with their consumer base
- What a hybrid of digital and IRL spaces will look like in a diverse marketing space
- Why your workforce should represent the community you’re serving
- How you can avoid missteps when trying to reach a multicultural audience
Connect with Sarah Marske:
Connect with Hire Ground:
- Hire Ground’s Website
- Hire Ground on LinkedIn
- Hire Ground on Facebook
- Hire Ground on Twitter
- Cloe Guidry-Reed on LinkedIn
- Adam Moore on LinkedIn
With thanks to
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