JSMM-VBM Welcomes Renan Raven to the Team as Hispanic Marketing Consultant
Hispanic Marketing Consultant Renan Raven Provides Expertise to JSMM+VBM
A Panama City native, Renan Raven, adds precision and care as he works with the JSMM+VBM team and its clients to incorporate Hispanic Marketing, going further than just converting English to Spanish. He’s adding culture, sense, color, flavor and respect through tailor-made translations.
Background and Introduction into Hispanic Marketing
Raven spent his first 46 years living in Panama before moving to the United States. His respect for his culture is the true motivation for his work. “I’m 100 percent Hispanic, but Panama is and has been the bigger melting pot of Latin America since Christopher Columbus’ days,” said Raven. “Using myself as an example, on my dad’s side I have some Dutch and African DNA, and on my mom’s side, I have some indigenous and Spanish DNA, like almost anybody else in Latin America. That was actually the first original mix back in 1500’s. I love and understand my culture, both the differences and similarities.”
Raven worked in food sales in Panama for many years with English-speaking clients in the Caribbean and United States, using Spanish in his reports and meetings with an only Spanish-speaking management team. He translated reports and marketing strategies in meetings, making him a master in high-level translation.
Work with JSMM+VBM
He began working with JSMM+VBM earlier this year after being introduced to the agency by a mutual friend of the CEO’s. This is when Raven says the “magic started.” He is adding a cultural and natural perspective to Hispanic marketing for clients that want to delve into the market. “My day-to-day work entails several things. Beside my translations duties, I’m also a medical interpreter which opened up a new door to help meet Hispanics from different countries with different cook books, history, fears and hopes.”
Thoughts on Hispanic Marketing
Raven stresses that the time to incorporate Hispanic marketing tactics into your marketing strategy is now. Numbers and statistics regarding our country’s demographics support this point.
According to Raven, “There are more than 390 million native speakers of Spanish, making it second only to Chinese in terms of the most spoken languages in the world. English is just behind Spanish, with approximately 350 million native speakers. Spanish is the third most studied language in the world, after English and French. In addition to the 390 million native speakers, just shy of eight million people around the world speak Spanish as a second language.”
With each Spanish-speaking country having their own cuisines and traditions, Renan says they are very proud of their differences. He believes Hispanic marketing should be more than just translating English-speaking advertisements to Spanish and works to add a sense of culture and respect to each Hispanic marketing project.
Valerie Jennings-Ancona, CEO of JSMM-VBM, said she is extremely excited to be working with Renan, and he has already brought a wealth of knowledge to the agency’s clients in the short amount of time he has been working with the team.
Congrats, Renan! We are happy to be working with you!