Latinum Network has hired former Procter & Gamble executive Ida Chacon as Vice President of Marketing and Commercial Solutions. In this newly created role, Chacon will lead a team of experts that will work with each one of Latinum’s more than 75 corporate clients to develop marketing solutions. She will also leverage the network’s reach and access to fuel commercial collaboration initiatives amongst the brands and companies inside the network.
Chacon joins Latinum with more than 13 years of experience in multicultural marketing and brand management. Prior to joining Latinum Network, Chacon led Procter & Gamble’s Center of Expertise, where she was responsible for defining and deploying P&G’s overall ethnic strategy, managing creative advertising agency relationships and consulting on specific brands and projects.
Chacon’s extensive multi-cultural marketing expertise will be well suited to her new responsibilities of supporting Latinum’s clients’ marketing needs, leveraging our peer-based platform for best practices and sharing and accelerating Latinum’s commercial platform of enabling partnerships to increase overall marketing ROI for all of Latinum’s clients.
During her career at P&G, Chacon led the company’s first successful U.S. Hispanic scale program “Avanzando con tu Familia,” a multi-brand outreach initiative to help enhance the home life, traditions, education and health of Hispanics in the U.S.
“Avanzando was P&G’s first attempt to connect with the U.S. Hispanic consumer and the community,” Chacon recalls. “Joining Latinum allows me to bring all of that experience full circle as we empower more than 75 companies to do the same.”
After graduating from the University of Puerto Rico with a B.A. in Finance, Chacon received an MBA from the University of Wisconsin-Madison School of Business where she was a Consortium for Graduate Studies in Management Fellow.