Ma Ure
Storytelling Innovator Series

5 Marketing Questions with Mariela Ure, SVP, Segments Strategy Lead for Enterprise Marketing, Wells Fargo

Mariela Ure is senior vice president and Hispanic segment strategy lead for enterprise marketing at Wells Fargo. She is responsible for leading the company’s efforts to deliver products and services that meet the needs of the rapidly growing Hispanic market. Mariela oversees segment-specific strategies, the development of business and marketing plans, and defines the company’s priorities to maximize service to Hispanic communities nationwide.

We had the opportunity to interview Mariela at the Hispanicize 2015 event in Miami, where she was a featured speaker on the topic of Hispanic marketing.

Question 1: What prepared you for the SVP and Hispanic Segment Strategy Leader role you now have, and how did you get here?

There have been many experiences in my life that prepared me for the role I’m currently in—starting with my Puerto Rican background. I began my career managing multicultural direct marketing efforts for Walt Disney Parks and Resorts, and later worked at Red Latino, a Hispanic direct marketing agency. From there I went to work on integrated marketing campaigns in the financial industry. I joined Wells Fargo in 2011 as a 15-year financial services veteran.

I’ve also had the fortune of having a career that allows me to help the Hispanic community. Every day, Wells Fargo strives to provide solutions that help achieve financial goals, which is one of the aspects of my job that motivates me the most.

Q2: What are you working on innovating at your company?

At Wells Fargo, we are committed to helping the Hispanic community reach their financial goals and connecting with them in a meaningful way through our in-language products, services, collaborations, and insights. Our suite of in-language resources includes bilingual online tools, Spanish text banking, a Spanish mobile app, Spanish account statements, Spanish-language call centers, and Spanish-speaking bankers in stores across the nation. Our efforts with the Hispanic market are an essential aspect of our shift toward a total market approach marketing strategy. By identifying the consumer needs that are most relevant to Hispanics, but also hold a cross-cultural significance, we can ensure our efforts serve the needs of the increasingly diverse demographics of our country.

Q3: What current or recent projects are you especially proud of? Why?

We recently announced the launch of our new Spanish mobile app. This new feature on the mobile app allows Spanish-speaking customers to enjoy an easier, more convenient way of mobile banking.

As part of the campaign, Wells Fargo and the Hispanic Scholarship Fund (HSF) are working together to support Latino scholarships. During the month of April, for every customer who sets up or changes his or her language preference to Spanish and maintains that Spanish language preference in his or her mobile app through April 30, 2015, we will donate $1 in support of Latino scholarships, up to $50,000.

Since 2003, Wells Fargo and the HSF have been working together to provide scholarships, resources, and opportunities supporting Latino youth.

Q4: Content marketing and Hispanic marketing seem to be changing constantly. There are new content formats, channels to address, and technologies to leverage. How has your organization adapted to the changes? What has stayed the same?

Today, the Hispanic population has a significant impact in all aspects of American life, including culture and business. Nowadays, almost three in every four Hispanics own a smartphone, which is 10 percent higher than the average in the United States, according to a recent Nielsen study. Wells Fargo recognizes that our clients are changing their banking activities to mobile devices, and in order to better service them, we have built in-language tools and products that connect with them in meaningful ways.

At Wells Fargo, we like to actively listen and gather insights from the community to better understand our Latino customers. We strive to understand the financial health of Latinos and make sure we’re connecting with them in a meaningful way, with valuable and helpful information that matters most to them.

Q5: If you had to narrow it down, what are the top three lessons you’ve learned in business/marketing?

I’ve learned that a successful marketing campaign always begins with a strong strategy, but a carefully planned execution is also critical. There are many factors that weigh into a smart execution, and the end goal is always the same: to connect with our customers and communities in an effective and meaningful way to make sure we are meeting their needs.

I’ve found that many professionals who work with the Hispanic market rely on their own experiences, to some extent, which is very valuable. Experiences are important, yet the basis of any business or marketing strategy must be validated in research and data. We need to truly understand the driving factors of behavior and how to connect with the audiences we intend to reach.

Lastly, it is so important to cultivate and maintain relationships in any professional environment. Effective collaboration and strong relationships with partners is the “magic” that helps move things forward. Integrated marketing campaigns require a village of experts and contributors who help with the successful outcome of any campaign. Nurture and value them.

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