José Vélez-Silva: Bringing Multicultural to the Forefront

José Vélez-Silva, Vice President of Multicultural Brand Marketing at Xfinity, has been at the forefront of Xfinity’s product and programming development created for 200%ers –those who view themselves as 100% American and 100% Latino.

Recent U.S. census data shows that Latinos account for over half of the country’s population growth. Out of the 62.1 million, 20.3 million reported more than one race, relaying the diversity within the Hispanic and Latino community. A recent conversation with Vélez-Silva shed light on providing for the needs and preferences of this fast-growing population.

Q: What makes the Hispanic community unique?

A: “The Hispanic community is a rich tableau of diverse cultures, generations, countries of origin and acculturation levels. One of the fastest-growing sub-segments is the bilingual and bicultural millennial, often 2^nd or 3^rd generation in this country, who navigates fluidly between two worlds and identifies as 100% American and 100% Latino.”

Q: How do you create choice and convenience for the new generation of Latino customers?

A: “It can be challenging to stay ahead of the curve and spot trends before they happen, but that’s exactly what Comcast strives to do. It’s critical to stay in the forefront to identify cultural insights and sub-segments such as the 200%ers, and then empower them with world-class products and services to help them live their best lives.”

“Xfinity’s entertainment products – X1, Flex and Stream – boast thousands…Telemundo recently launched a new division to develop shows exclusively for Peacock, NBCUniversal’s streaming service, with more than 50 projects planned aimed at Spanish-language consumers as well as 200%ers.”

“We’ve also taken our popular xFi product which gives customers the ultimate control and insights into their Internet usage and connection and created a Spanish language version called xFi in Spanish. These are only some of the ways we seek to reach and create experiences for the diverse Latino populations.”

Q: What will the future of brand marketing for the Hispanic community look like?  

A: “We’ve historically enjoyed higher brand affinity and connection that has yielded into higher penetration, brand scores and rNPS with the Hispanic community, outperforming the total market. Our goal is to continue on this trajectory.”

“We’re making investments in developing exclusive content that speaks to the unique, authentic core of the diverse Hispanic community. It’s critical that our services, programming, and products, such as our bilingual voice remote, authentically address their unique needs and preferences.”

“It’s clear the world is changing, and marketers need to adapt to stay relevant. As the Hispanic market continues to grow and become more diverse, it’s imperative for brands to recognize the nuances of the Latino experience in addition to offering products and services created specifically with this target audience in mind.” 

Q: What drives you to do lead this work?

A: “For me, it’s all about the passion for my culture and my community. I also believe it’s important to place individuals from diverse backgrounds, like myself, at the forefront of the work we do, so that our marketing strategy always includes a multicultural angle and keeps diverse audiences top of mind.”