Monday, November 16, 2009

JCPenney Hires Patricia Romero to Lead Multicultural Marketing

NEW YORK ( -- Patricia Romero, former head of multicultural marketing at Hyundai Motor America, will be JCPenney's new director of multicultural marketing starting Nov. 16.

At JCPenney, she'll be working with the retailer's U.S. Hispanic agency, Vidal Partnership, and Asian-American shop InterTrend Communications. The company doesn't have an agency of record for the African-American market.

Ms. Romero joined Hyundai two years ago. The carmaker cut its multicultural spending after mid-2008 and has spent very little on the Hispanic market in the last 18 months, so Ms. Romero's job increasingly entailed working on general market and digital efforts at Hyundai.

She said part of the appeal of the JCPenney job is that she really wanted to get back to doing multicultural marketing. The post was previously held by Olivia Vela, who left the company earlier this year for a job at Dr. Pepper. JCPenney ranked as the 24th largest advertiser in Spanish-language media in 2008, spending $46.5 million, and has been particularly active in spot radio and sponsorship in the Hispanic market.

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