Starting her career at Time Inc., she now serves as Managing Partner, Executive Director at GroupM, leading projects for Fortune 500 brands like Target, Google, and Circle K to drive representation, equity, and social impact. LaToya combines consumer insights, data analytics, and strategy to identify business opportunities and develop innovative marketing strategies, uncovering nearly $2B in untapped revenue potential for clients. Currently, she leads the New Majority Now research initiative, uniting major content and media publishers.
The new research initiative I led is entitled Unleashing Brand Value. This body of work challenges brand leaders to view inclusion as a cornerstone of business relevance and sustainable market growth. Recognizing that many organizations currently jeopardize their bottom line by not investing in cultural competency, GroupM (my employer) brought forth a collaboration of today's largest media companies to close knowledge gaps on the ROI of inclusive media and advertising and its impact on long-term sales to brands. Essentially we found that our media investments that were the most inclusive across media and advertising yielded a sales ROI that’s 70% higher than industry norms. Additionally, creative analysis found that similarly marketing efforts that were more representative of the marketplace garnered higher level of effectiveness.
Especially in this moment, I believe this research underscores the need for leaders to become acutely aware of the consumer audiences that are purchase decision makers and driving growth for their brands, which over-indexes on women and diverse communities. In order to connect with these audiences, it requires that one’s organization possess a strong level of cultural competency, as consumers today are very savvy and are examining brand values as a part of their purchase decision. Executive leaders must recognize that the future of business growth and brand relevance depends on embracing consumers across demographics and reinforces that a traditional, one-size-fits-all strategy will not work.
The research also provides quantifiable insights as to how consumers want brands and leaders to depict them in media content and creative - as fully dimensional people. These insights are helping to close persistent knowledge gaps that exist in the marketing and helping our content partners better align creative efforts.
Re-thinking inclusive value is essential because demographic shifts, economic power, and cultural influence will continue to reshape the business landscape. Historically, inclusion has been framed as a moral or social obligation, but our research also reveals it is a fundamental driver of business growth, innovation, and competitive advantage.
I believe that being open and willing to collaborate with people has been the biggest advantage for me. I also am keenly aware that how you engage with people today, may dictate their willingness to support you at another time in your career. That’s why I believe in treating everyone with respect - regardless of their current title or position - as relationships and reputations are built over time.
Throughout my life, I have been fortunate to have the guidance and support of dynamic women who have helped shape my journey. My mother’s dedication to completing college while balancing the responsibilities of raising a family taught me about the importance of work ethic and the effort required to achieve my goals, both personal and professional.
I’ve had the privilege of being mentored by women who taught me invaluable lessons about bringing your whole self to work and being bold enough to express your ideas in rooms where our voices are often overlooked or undervalued.
My passport. I view it as my access to new experiences. It allows me to explore different cultures, see loved ones in other countries, and pursue opportunities abroad. In today's interconnected world, it feels essential for personal growth and connection.
I’m excited about the return to community and genuine connection gaining more traction. Trend insights indicate that consumers are gravitating towards smaller, authentic communities built on trust and meaningful connections. I’m hearing and seeing firsthand people actively seeking out those opportunities as the conversation of “third spaces” continues to rise.
Brands are picking up on this shift by creating and curating more IRL experiences and investing in community-driven engagement. My hope is that the growing emphasis on authentic connection leads us back to humanity and a positive way.
As someone who is constantly immersed in media, I truly believe in the power of storytelling. The two books that have been most impactful to me as a person were “The Alchemist”, which I read in undergrad, and “All About Love” by former Editor in Chief of Essence Magazine Susan L. Taylor. Reading that book and having the opportunity to hear directly from Ms. Taylor on the personal stories that shaped her and inspired that book were very impactful - to this day it sits on my nightstand.
