Loida Rosario, Edelman

Loida Rosario

Loida has been a force as a business strategist and expert in multicultural marketing specializing in consumer/packaged goods, e-retail and information technology industries for over 15 years.

Before joining Edelman, Loida directed product management and marketing functions at Colgate-Palmolive and AT&T, servicing customers both in the U.S. and Latin America. In addition to those services, she carried out executive consulting with General Electric, IBM, Sears and Abbott.

Most recently, she developed the strategy and capabilities of the social media practice for multicultural markets at Zocalo Group, an Omnicom company. Loida also served on the faculty at DePaul University where she consulted with senior business managers in strategic business, integrated marketing communications, multicultural marketing and new product development.

As co-founder and professor of the Multicultural Program at DePaul University School of Commerce, she earned a reputation as a pioneer in global innovation theories as well as multicultural marketing strategies. Her teams were often engaged for research and development campaigns by companies such as Ford Motor Co., Verizon Wireless, ConAgra Foods, IDOT/Resolute and Trustmark.  Loida’s work, “Borderless Innovation,” was featured in the Product Development Management Association’s (PDMA) magazine Vision. “Multicultural Marketing:  A Misunderstood concept and Untapped Business Strategy” was published in October 2010 in the Hispanic MBA magazine.

Loida is a frequent speaker at marketing conferences, and is widely sought out by the media as a multicultural strategy expert. She has been featured on Chicago Tonight, Tapestry, ABC News, NPR News, and has also been interviewed by several newspapers and magazines.

Loida currently sits on the boards of the Daniel Murphy Scholarship Foundation, the Leap Learning Foundation, and is a founding member of the National Society of Hispanic MBAs (NSHMBA). She also participates in the Advertising Research Foundation and the Healthy Weight Foundation.

In 2008, NSHMBA recognized Loida’s contributions to the creation of the Summer Enrichment Program and the Corporate Advisory Board by honoring her with the Brillante Award.

Loida was born and raised in San Juan, Puerto Rico and currently resides in Evanston, Illinois with her husband and two children.