Outstanding Hispanic: Carmen Baez

Carmen Baez is the President of the Latin America Diversified Agency (DAS). She has more than 25 years of experience in marketing and communications. In 1993 she co-founded Baez Zahorsky, Inc., a company in Boston that focuses on strategic planning and development.

A native of San Juan, Puerto Rico, Ms. Baez is trilingual, being fluent in Spanish, English and Portuguese. She serves on multiple industry and community boards including The Women’s Health Leadership Council of the Brigham & Women’s Hospital in Boston, The Miami Ad School and Pro Mujer – Latin America’s leading micro financing and women’s development network.

Interview between The Americano and Carmen Baez:

The Americano: At what age did you leave Puerto Rico? When you left, what dreams did you have?

Carmen Baez: I left San Juan to go to college in Boston when I was nineteen years old. My goal was to get a good education at Simmons College. I always aspired for a good job and a good career, one that could make me happy. But I really had no idea what the journey could be like.

TA: How was your induction into the world of Marketing Communications?

CB: I started off doing print media out of Boston, quite literally putting together pamphlets and copy in the production room. I eventually worked my way up to President of the Boston office of Rapp from 1988 until 1991, then established my own consulting company, Baez Zahorsky, Inc. (BZI), specialized in strategy planning and program development. I finally returned to the Omnicom Group family in 1997, when I took up the mantle of President – Latin America for its Diversified Agency Services division.

TA: How have you seen the growth of Marketing and Development here in the U.S. and in Latin America from the time you started in Omnicom in 1986 through now in your current position as President of Latin America at Diversified Agency Services, a division of Omnicom?

CB: The significance and role of this market has gone through an extreme evolution. When I started off, Latino consumers were mostly viewed as second-tier markets with little spending power or influence over a company’s bottom line.

Today, and more so I suspect after the 2010 census results are announced, companies, or at least the innovative ones, recognize that Hispanic consumers not only drive spending, but as they grow into the majority demographic, also influence and lead general market spending and cultural trends in this country.

In both the U.S. and Latin America, this consumer is also the key driver of new marketing initiatives such as word-of-mouth, digital and especially mobile technology.  Whereas before they were viewed as “behind the times” and perhaps “disconnected,” now Hispanic consumers are seen as the forefront of adoption of grassroots technologies and marketing plans, more so than the “general market” consumer.

TA: What is the most challenging aspect in your current role?

CB: That would likely be the need to stay current and knowledgeable on how the disciplines of the many DAS agencies are evolving with respect to the “empowered consumer” and how to anticipate where agency resources need to be directed in order to stay relevant and ahead in their specialties and to lead them accordingly.  With constant developments in digital, social media, shopper marketing and overall innovation within the industry, it’s important for me to be intimately familiar with these advancements so that I can direct resources towards the most impactful and efficient marketing strategies for our clients. Staying relevant, sparking innovation, identifying and inspiring talent – all these are key priorities.

TA: There are many current stereotypes of Hispanics in this country. It almost seems as though we are an uproar of stereotypes than in previous years. What do you have to say to all those young Latina women who are living in these challenging times?

CB: I think that a good rule to follow for all people, not just Latinos or women, is to never let anyone else dictate what role you should play in your life and what your potential truly is. What I would suggest is for Latinas to make sure that they always look for new opportunities in achieving their goals and to never let one go by, since we are in a global market in which the most innovative and current talents thrive.

Stereotypes are only given power when you acknowledge them, but when you confound them and show the world the success of your endeavors, you also inspire others who’ve faced similar challenges to endure them and to never give up on what they want for themselves.  If you have goals in life, pursue them with all of your being and as you start to reach them all of that noise will be drowned out by a sense of accomplishment and completion.

TA: The graduation rate for Hispanics is approximately 57%. What do you attribute this to and how important is education to succeed?

CB: Latinos have the lowest high school and college completion rates of any racial or ethnic group. If Latino’s are the fastest growing community and they are also the lowest in terms of completing their education, then the advancement of Latino education is a social imperative for the entire U.S. in order to maintain economic and scientific competitiveness on a global market.

There are probably many factors to which we can contribute low latino graduation rates.  But, most importantly, it is the responsibility of Latino professionals and all those who also got ahead to support and be role models for the youth and to do all in their power to make sure that they know that they are not second-class citizens, incapable or unworthy of being managers, doctors or CEO’s.  Everyone is a realm of possibility and potential.  We have to make sure our Latino youth know they can and should live up to that potential.

TA: What do you attribute your success to and what advice can you give those who are chasing their American dream?

CB: I don’t believe anyone is “self-made.” I certainly wasn’t. I had the fortune of having some key coaches, supporters, teachers and the like, believe in me and encourage me to reach for the stars. All that mixed with a bit of good luck, hard work, resilience and humility. It turned out to be a good recipe for me, and might be for others.

TA: What role do organizations such as Hispanic Scholarship Fund play in success stories, such as yours?

CB: I believe that young Latinos must be inspired to know that a complete education is a must; it is within their reach and that they can always grow to be more.  The Hispanic Scholarship Fund gives these individuals the means to overcome the overwhelming adversity and obstacles that many of their recipients face in order to build the life that they want for themselves and their family.

TA: What do you do to give back to the Hispanic community?

CB: I believe that one of my most important roles in giving back to the Hispanic community is in being a mentor. Now, that does not only mean talking about what I do, but also taking time to nurture Hispanic talent as I become aware of it. I find myself constantly coming into contact with talented individuals who are looking to do what they love and I make sure to constantly keep an eye out for opportunities everywhere, but especially within our DAS agency network.

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