Latina of Influence | Saskia Sorrosa
Vice President of Multicultural/Targeted Marketing for the National Basketball Association (NBA), Saskia Sorrosa is one of Hispanic Lifestyle’s 2013 Latinas of Influence.
Hispanic Lifestyle will be hosting a Latinas of Influence Reception on April 3, 2013 in Ontario, California. The public is invited to attend, but you need to make a reservation.Make your reservations today
Follow all of our 2013 Latinas of Influence on twitter with the tag #hltv2013
[highlight]About our Latina of Influence – Saskia Sorrosa [/highlight]
As Vice President of Multicultural/Targeted Marketing for the NBA, Saskia Sorrosa is responsible for brand strategy, brand positioning, content development, event promotion and advertising efforts targeted to the U.S. Hispanic, African-American, Youth and Female segments. In October 2009, Sorrosa successfully launched the NBA’s first-ever integrated marketing campaign targeted to the bicultural, bilingual Latino fan, know as éne•bé•a (the pronunciation of the NBA in Spanish); followed in December 2010 by the launch of the league’s youth platform, NBA Hoop Troop.
Ensuing the launch of the éne•bé•a campaign in 2009, the NBA reported a 34 percent increase in Hispanic viewership, and a nine percent growth of its Hispanic fan base; over-indexing in comparison to the growth of the Hispanic population during that same time period by 125 percent. During the 2010-11 season, Hispanic viewership increased by 59 percent, over-indexing in comparison to non-Hispanic viewership by 27 percent; and sales of Noche Latina merchandise increased by 104 percent as compared to the previous season. This season, opening week tipped off with a 26 percent increase in Hispanic viewership, over-indexing in comparison to non-Hispanic viewership by 160 percent.
Sorrosa previously worked out of the Burso-Marsteller New York office, the firm’s global headquarters, where she served as a Senior Associate in the Brand Marketing and U.S. Hispanic Practices. As account supervisor she was responsible for new business efforts, managing key client accounts, developing integrated communications plans, establishing strong client‐media relationships and implementing media relations efforts for travel‐related, financial and consumer brands. In addition to client‐related work, she was also responsible for the development and implementation of a global marketing plan for Burson‐Marsteller, focusing on building the agency’s brand reputation and increasing brand awareness in national and international markets.
Sorrosa first joined Burson‐Marsteller in July 1999 at its Latin America Headquarters in Miami, Florida where she worked for three years prior to transferring to the New York office. During that time, she was responsible for supervising multinational accounts operating in the U.S. and Latin America, exploring new business opportunities in the region, as well as managing and coordinating efforts among Burson‐Marsteller´s regional offices for the execution of key client accounts and new business presentations. She was also in charge of re‐launching the Brand Marketing practice in Latin America, for which she prepared new capabilities packages, collateral material, re‐launch letters and re‐launch presentations.
Since she first joined Burson‐Marsteller, a major portion of Sorrosa’s workload has consisted of leading efforts for U.S., Latin American and U.S. Hispanic clients in the technology, e‐commerce, banking, tourism, entertainment and telecommunications industries. She has successfully
implemented public relations programs for national and international companies including Club Med, Mexico Tourism Board, Panama Tourism Board (P.N.U.D., a division of the United Nations), Citibank e‐Business Latin America, Samsung Latin America, Visa International, Sky Latin America and Xerox Corporation, among others.
Originally from Guayaquil, Ecuador, Sorrosa holds a Bachelor of Arts degree in Communications with a concentration in Marketing from George Washington University in Washington, D.C.
She now resides in New York City with her husband, Fernando, and newborn daughter, Isabella.
Saskia Sorrosa was nominated by Sharon DeLima