“Working with Terry was an eye-opening experience. From day one, she came in with a fresh perspective, asked the tough questions and identified clear fault lines in our strategy. She's strategic, analytical, honest, and dynamic, and she proved to be a great resource for putting us on a path to sustainable growth.”
Johanna Marolf
Director of Latino, H&R Block
“Terry took our early stage hypothesis and delivered back a strategic and actionable franchise-growing business solution for Storck. From engagement to conclusion, Terry is truly a business partner with tremendous passion for her work. Shortly after the project commenced, it was crystal clear why Terry is among the foremost knowledgeable experts on Hispanic market matters. I highly recommend Terry Soto and About Marketing Solutions Inc.”
Andrew Ruttgers,
CFO, Storck USA LP
“Terry Soto has delighted attendees at our Hispanic Retail 360 conference several times with impactful presentations over the years and will do so again in 2017. I’ve had the pleasure of working with Terry for almost a decade and beyond inviting her to speak numerous times, she’s also written columns for our publications, Progressive Grocer and Hispanic Retail 360 magazine. She is unquestionably an authority in helping retailers understand what needs to be done to effectively increase sales among their Hispanic shoppers.”
Don Longo, Editor in Chief of Convenience Store News and Director, Editorial & Content Development,
Retail Food Group, Nielsen Business Media
“Verizon Wireless hired Terry Soto to conduct an independent assessment of our Hispanic Marketing efforts. Our collaboration led to one of the most extensive and comprehensive strategic assessments ever conducted for this consumer audience. Her work went well beyond the surface, touched nearly every area of the company, including our AOR, and she ultimately delivered on some significant strategy shifting recommendations for optimizing our position in this market. I highly recommend Terry to any company wanting to "step up their game” in Hispanic.
Jill Rueckert-Lopez,
Director, Multicultural Marketing Strategy, Verizon Wireless
“Terry undertook and executed a very thorough market analysis and evaluation of our efforts in the Hispanic market. She encouraged the team to think outside the box, and delivered on point recommendations for moving our business forward over the next few years. I would recommend Terry to anyone who is planning an entry into the Hispanic marketplace.”
Bev Campbell,
Vice President Hispanic Marketing and Value Added Services, bluestem brands, inc.
“Your second presentation to our general membership -- “Hispanic Shopper Marketing: It’s Not Just About Hispanics!” – received the highest rating we had. The Hispanic population is our industry’s strongest growing target market and our members want to hear as much as they can on how to succeed in this area.”
Elizabeth Wells, CMP,
Director of Marketing, Snack Food Association
“Terry has done a number of Hispanic market consulting projects for me over the years at Kraft Foods, Mission Foods, Dean Foods and the Federated Group and I recommend her highly. She is very strategic, but also has a strong implementation focus.”
Lou Nieto,
President, Consumer Products, ConAgra Foods
“Basic American Foods hired Terry Soto to support the successful entry into the Hispanic market for our products. From the very beginning, Terry took a very comprehensive and broad scope approach to analyzing our potential business opportunity not only in the Hispanic market, but also in the overall retail market. She is very well connected in the CPG, Research and Retail industry and successfully leveraged her many contacts in support of all aspects of our new product introduction. We couldn’t be more pleased with our consulting outcome working with Terry.
Ken Wrightson,
Brand Manager, Consumer Products, Basic American Foods
“Terry understands the need for a Total Market Strategy, collaborating with us to develop a holistic approach across our messaging and channels, she helped share a whole new perspective on multi-cultural in a way that we hadn’t approached before. She brings passion and professionalism with everything she does and isn’t afraid to ask the difficult questions. I definitely recommend Terry to any organization which wants to win not only with the multi-cultural market, but also ultimately with the overall market!”
Tom Gould
Director of Customer Marketing, ASR Group/Domino/C&H Brands
“One of the best decisions Illinois Mutual Life made for our Hispanic Marketing Initiative was to hire Terry Soto as a consultant. Her complete involvement with our leadership and personnel was detailed and planned in every way with careful thought on how each department was impacted. Through her leadership, we now have the right strategy, organization, competencies, and infrastructure and have successfully launched our initiative. It’s been great working with Terry as a business partner and as a friend who’s had our best interest at heart.”
Stephen J Kershaw CLU ChFC,
Senior Vice President Sales, Illinois Mutual Life
“The keyword is “holistic. When it comes to Hispanic marketing, it’s something the whole company needs to embrace. That’s why I say, ‘Go Big or Go Home.’ Either do it right or don’t do it at all. I recommend Terry Soto to get you started."
Lisa Kranc,
Senior Vice President of Marketing, AutoZone
“Terry’s presentation on identifying and attracting high profit Hispanic consumers was the highest rated Workshop our American Fraternal Alliance Annual Meeting. Her knowledge and understanding of the financial services industry and its growing importance to Hispanics was both compelling and credible to our senior level executives. Terry’s presentation style is comfortable and engaging and is supported by excellent visuals. We’ve already asked Terry to come back and address our President and CEO members next year.”
Joseph J. Annotti
President & CEO, American Fraternal Alliance
“On the topic of Marketing to Hispanic consumers Terry is an absolute authority! Terry understands that there isn’t a “quick fix” or “light version” of marketing to this increasingly important consumer. She provides the insights necessary for a well-designed and fully integrated strategy. Her recommendations are aligned with the operational requirements of the company and are founded in practical application – they work! I am very thankful for her guidance and would recommend Terry to anyone that is serious about winning in the Hispanic market!”
Walter Apodaca,
Vice President, National Accounts, MillerCoors
“It is with great enthusiasm that I provide this reference for Terry Soto of About Marketing Solutions. I have known Terry for many years and have worked with her on a variety of assignments during that time. During my tenure as Director of Ethnic Marketing for Kraft Foods, Terry was instrumental in working with me to develop our strategic approach to integrated ethnic marketing across the Kraft Foods brands.

Her efforts to understand our business and marry our objectives with her insights into the Hispanic market yielded excellent results. Terry demonstrated both a keen understanding of the Hispanic market and an appreciation for the business context within which our ethnic marketing plans existed. This allowed to her to provide us with well thought out plans and flawless execution. Terry worked successfully with a variety of constituencies across the company. She quickly demonstrated expertise and inspired confidence.

In addition to Terry’s professional qualities, she has been a pleasure with whom to work; whether writing a strategic plan or attending to a minor execution detail, Terry demonstrated professionalism, grace and good humor in every situation.”
Katie Torres,
Director of Ethnic Marketing (Past), Kraft Foods
“I express my deep appreciation for your strategic insight and direction to help Ringling Bros. and Barnum & Bailey Circus launch its first Hispanic marketing campaign. Your strategic insight, on how to appeal to the Hispanic market, moved beyond advertising and into the production of the show and your recommendations for modifying the show to make it more Hispanic friendly and relevant will help Ringling Bros. and Barnum & Bailey create a loyal audience with Latinos that will serve us well. Thanks again Terry for all your help in this inaugural year! I look forward to continuing to work with you.
Ann Rote,
Brand Director (Past), Ringling Bros. and Barnum & Bailey
“Terry Soto’s presentation, Opportunities to Grow Your Business: Marketing and Merchandising Successfully to the Multicultural Shopper at our United Fresh conference was undoubtedly one of the highlights among our executive members. Her eye-opening and engaging analysis on how multicultural markets are driving a disproportionate size of the growth for this country’s the food industry, the compelling business case for the relevance and importance of multicultural markets to the produce industry, and the immediately actionable steps she provided to our members delivered the value we strive to provide them. We very much look forward to having Terry back again very soon.”
Victoria Backer
Sr. Vice President, Member Services, Foundation United Fresh Produce Association
“When the NPD Group decided to conduct a study on U.S. Hispanics’ eating habits, we knew we needed to hire Terry Soto's support to develop a culturally relevant analysis that went beyond the statistics. Terry’s expertise during two separate Hispanic studies helped ground our insights on Hispanics’ food culture and traditions which enabled us to provide tremendous value to our customers as they pursue growth among their Hispanic targets.”
Darren Seifer
Executive Director Food & Beverage Industry Analyst
The NPD Group, Inc.
“I always find myself judging folks on what you do so well and have rarely found anyone that really gets the strategic side of why we do what we do, and sees the value of front-end involvement. This is not always easy to accomplish, particularly when trying to influence and manage your involvement as an external partner, but you were always tenacious about ensuring your involvement, and in keeping me focused as your client. You understood our business and the challenges that we faced, and partnered well with us to develop strong strategies. You took a holistic approach to your involvement with our business, and I believe that this showed in the end results of our work.”
William Mandeville,
Marketing Director (Past), La Opinion
“Terry's work on the Hispanic market has been invaluable. Her presentations are not to be missed, and her depth of knowledge is impressive. I recommend her without reservation.”
Marcia Mogelonsky,
Senior Research Analyst, Mintel International
“Terry's deep degree of experience in ethnic strategic planning and marketing, especially in the Hispanic market, is second to none. Having presented with Terry on a panel at the Food Marketing Institute show, her grasp of this market was very thorough. Her book, Marketing to Hispanics, is a must read!”
Brian Numainville,
Sr. Director, Research & PR, Nash Finch Company
“There are only a handful of people in the multicultural space that understand how to create sustainable change within an organization. Her insights are soundly rooted in experience as marketer and author. Terry would be a valued asset to any initiative seeking greater efficiencies and profitable growth.”
Armando Martin,
Senior Consultant, XL Edge
“Terry planned and executed a detailed mystery shopper program and delivered on some targeted and insightful recommendations. I will most likely contract with Terry in the future should the opportunity arise.”
Mark Stockdale,
Director, Hispanic Marketing, T-Mobile
“Just being a Latino professional does not qualify you as a relevant resource to help your company create and implement a successful approach to the Hispanic market. There are many individuals that call themselves expert in such an important market, but most cannot deliver. Terry Soto delivers, any company would well serve to use her services. She is a valuable asset to guide you to success!”
Andre Urena,
Founder & CEO, Latin American Agents Association
We were fortunate to have Terry speak at two separate events for our association and she received rave reviews both times. Terry blends the perfect combination of facts and passion to inspire companies to rethink everything they thought they knew about the Hispanic market, and then provides a roadmap for them to act upon. We’ll be having her back again.
Jeffrey S. Shaw CLU, ChFC,
Executive Director, Life Insurers Council
The AMS team brought a tremendous depth of experience to Coca Cola and consistently exceeded our expectations through their efforts to deliver the best possible project.
Bill Bishop,
President, Willard Bishop Consulting, Ltd. – facilitating consultant on behalf of the Coca Cola Company
I was extremely pleased with your participation and insights on the Speaks panel at this year’s FMI Show. Let's discuss others ways we can continue to work together.
Ernie Monschein,
Senior Director Education, Food Marketing Institute