Mindshare gets Karina Dobarro to head, multicultural marketing group

Mindshare has announced the hiring of Karina Dobarro to head up the company’s expanding multicultural marketing group.  

Dobarro will be responsible for spearheading the development of multicultural campaigns across Mindshare’s client roster – a capability of growing importance for clients seeking to connect with an increasingly diverse North American audience.   She will collaborate with the various client teams to seamlessly integrate marketing efforts targeted to specific cultures into the broader client campaigns.

She will report to Gonzalo Del Fa, President of parent company GroupM’s newly established unit, GroupM Multicultural as well as Jordan Bitterman, Mindshare’s Chief Strategy Officer. Dobarro will be based in the company’s New York headquarters..

“Multicultural marketing allows us to further customize our messages - tailoring our campaigns to the unique concerns, needs and motivations of each cultural group,” said Gonzalo Del Fa, president, GroupM Multicultural.  “Karina is a huge asset to Mindshare – she is a proven leader and expert in connecting to the multicultural market.”

A long-time part of the GroupM family, Dobarro most recently served as Account Director at MEC where she developed and executed multicultural communications plans for various clients. Before that, she served as Associate Media Director at The Vidal Partnership, developing and implementing communications plans for the U.S. Hispanic market.

“I am thrilled to be joining Mindshare in this new role,” said Karina Dobarro, managing director, multicultural marketing, Mindshare.  “I look forward to working with their impressive client roster and further elevating their multicultural market presence.”