00:00
Hola. I'm Claudia Romo Edelman and I'm Cynthia Kleinbaum Milner.
00:03
And this is a podcast,
00:05
a La Latina, the playbook to succeed being your authentic self
00:08
today. Emma Carrasco,
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an incredible Trailblazer. She's a senior vice president of corporate Affairs
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for NBC Universal News Group.
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And here are the three takeaways for you from this episode,
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how she went from an administrative job,
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the c suite of one of the most prominent companies in corporate
00:25
America. How in order to build trust,
00:28
which is essential for a media organization,
00:30
you really need to represent the perspectives of all your audiences and
00:34
how her company has proven that there is a business case for
00:37
investing in a new generation of Latino content,
00:41
all of that and more here.
00:42
A La Latina stick around today.
00:52
An incredible guest, Emma Carrasco.
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Emma is a senior vice president of corporate Affairs for the NBC
00:59
Universal News Group, which includes NBC news,
01:02
MS NBC C NBC Telemundo,
01:07
She was previously senior vice president and Global Engagement officer for the
01:12
National Geographic Society and served as Chief marketing Officer and senior vice
01:16
president of audience development of N PR.
01:20
Over the years Emma has also contributed her skills to Republica Havas
01:24
Nortel Networks, mcdonald's Univision and Flesh Man Hillard.
01:28
She's been the recipient of numerous recognitions over the years,
01:32
was recently named to the most powerful Latinas list by the Association
01:36
of Latino Professionals for America and was named a 2023 rising star
01:41
by Latino Leaders Magazine.
01:44
She is also a board member of Direct Relief which is a
01:47
leader in providing medical humanitarian aid to those in need.
01:51
Its mission is to improve the health and lives of people affected
01:54
by poverty or emergencies.
01:56
And she's also the board member of a really cool company called
02:00
Toast A LTD, which is a social enterprise that tato food
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waste by turning surplus bread into beer.
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Emma welcome such an honor to have you here.
02:12
Thank you both so much for this invitation.
02:15
It's really so generous of you and what you're doing to shine
02:20
a spotlight on Latinas and the unique leadership style of Latinas I
02:27
think is a benefit to everyone.
02:30
So thank you and congratulations for,
02:33
for doing this work.
02:34
Thank you. Thank you,
02:34
Emma. Thank you for being here.
02:36
Let's dive right in.
02:38
your upbringing. What was the background that made you be who
02:42
you are today and what you do?
02:43
I am a first generation American.
02:45
my parents immigrated from Mexico and they ended up in California
02:50
and that's where we were born and raised and like many first
02:54
generation Americans I was instilled with a love of family,
02:59
a love of community and a real dedication to a strong work
03:06
ethic. And I think like many of us who grow up
03:09
as the Children of immigrants,
03:12
we bring something that is really intangible to whatever it is,
03:17
we set our hearts and minds to achieving.
03:20
And so I am so proud of the family that I come
03:24
from. And I'm also proud to represent the huge dreams that
03:31
they had for all of us,
03:33
for me and my siblings and everything that I have done in
03:37
life and in career has been a tribute to my parents.
03:42
And so that is my highest and most important source of
03:46
inspiration and strength. So tell us just a little bit more
03:49
about that installing of your dream big attitude where they like
03:54
Mia, look at the stars,
03:57
They, they had dreams of their own.
04:00
They had huge dreams which are the dreams that propelled them to
04:03
come to this country.
04:05
And so I always say have a big dream,
04:11
ambitious dream because that sets you on your path.
04:16
And the other thing that they,
04:19
that they showed me was that you just have to put in
04:22
the work and you have to dedicate yourself to being educated,
04:29
to constantly learning to constantly improving your skills,
04:33
to exposing yourself to different people,
04:37
different cultures, different countries,
04:39
different languages, different foods,
04:41
different literature, expose and expand your perspective each and every day
04:47
And then the last thing that they taught me.
04:50
And this is especially true when I think about the summers that
04:53
I spent in my mother's hometown in,
04:56
in Durango and she was in this little Pueblito called Gam de
04:59
Abajo, which was next to Gam De Riva is a,
05:05
you know, in Mexico they have these names and these were
05:10
fierce women who lived off of the land.
05:15
They were so resourceful,
05:16
so creative with what they had.
05:18
They were generous of spirit and they worked and they toiled all
05:22
day long. And at the end of the day,
05:25
you sat around a circle and you,
05:27
and you told the stories of the day and these women,
05:31
they laughed and they were funny and witty.
05:34
And so it taught me the importance of taking your work seriously
05:39
but never, not necessarily taking yourself too seriously.
05:44
And they taught me the importance of having a love of life
05:49
the importance of laughter,
05:51
the importance of leading with joy and optimism because that gets you
05:55
through a lot. And as you go through building a career
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we have the ability to laugh is really important and the ability
06:06
to finish every day and every cycle with a circle of women
06:10
around you that can,
06:12
you know, like that can share their day so that we
06:14
can share the access code.
06:16
Exactly. Exactly. So just going back to your family,
06:20
what you're saying? Or I hear you saying that be like
06:24
being connected, having a network,
06:26
asking people for their perspective if I hear you talking and I
06:29
don't know anything about you,
06:31
she must have had all these people around her that already had
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walked the walk. But since your family came from Mexico,
06:37
you probably didn't have an uncle or your parents to ask them
06:41
How do I climb the ladder?
06:43
Which job should I take?
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What career should I even study?
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What was your playbook to make decisions,
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to know what you were supposed to do if your family and
06:52
your immediate network wasn't there to guide you and it was with
06:55
a Ranchito. Exactly.
06:58
first of all, I didn't even know that there was a
07:00
ladder. Right. Like,
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I didn't even know that a corporate,
07:03
the latter was a thing.
07:05
I was lucky enough to get an education.
07:08
Right. Like many of our parents that was really important.
07:11
And so in the process of trying to figure it out,
07:16
I knew that I needed to graduate and I knew that I
07:18
needed a job. Right.
07:20
That was like, just step one.
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But there was no one.
07:23
We were all kind of in the same boat and there was
07:26
no one really to show us a path.
07:27
So we were showing each other the way.
07:29
And I remember my very first job was a secretary that was
07:34
the title, I was a secretary for a small public relations
07:38
agency and the agency was acquired by Fleischman Hilder.
07:43
And it was when I got to Fleischman Hillard that I realized
07:46
oh, there were all these other jobs that people grew
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into. You started as a assistant account executive.
07:53
And then if you did that job,
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well, you became an account executive and then an accounting director
07:58
and then a vice president,
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et cetera. And it was there that I was fortunate enough
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to have a boss who was Latino.
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And that, that set me on my path.
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His name was Steve Moya.
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And he was my first and most important role model because he
08:21
understood me culturally and he was ascending in his own career and
08:27
willing if I worked hard enough,
08:30
if I met the right standards of excellence to help me move
08:36
along as well. And so that first mentor was everything to
08:42
I don't know that I would have had the connection,
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had he not been a Latino?
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So he was an inventor and then a sponsor from what you're
08:50
saying because he kind of strike you with him.
08:53
Steve Moya. Thank you.
08:55
And everyone else be a Steve Moya 1000%.
08:59
And we have heard and I have to,
09:01
after just listening to this,
09:03
I know you for a number of years now and I have
09:05
always respected you and admire you,
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but now just like my admiration group 1000 times deeper.
09:11
Thank you so much for sharing your story.
09:13
And I do think that for a lot of our guests,
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there are similar roles that their family have played,
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which is one is emphasis on education.
09:21
And number two, either don't limit the dreams or at least
09:25
encourage the big dreams.
09:26
And I think that for all of us that now our parents
09:29
and can play that role model,
09:31
be the Steve Moya and be the parent that is,
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you know, focusing on the,
09:36
Thank you for sharing.
09:36
Thank you. Of course.
09:38
OK, so you have a title that I don't understand what
09:42
it means. It sounds legal,
09:43
but I don't think it's legal corporate affairs.
09:45
So can you tell us what your job is?
09:48
I'm, I'm so lucky to be able to work where I
09:53
work, which is the NBC Universal News Group,
09:55
which as you said is a pretty vast portfolio of news brands
10:00
and shows and platforms and there is value in having that portfolio
10:08
but it is magnified when you're able to connect the dots
10:12
across the portfolio. And so that's a lot of what I
10:15
do as head of corporate affairs for the NBC Universal News Group
10:19
And then the other thing that I do is really develop
10:23
relationships, relationships with the communities that we serve and the communities
10:29
that we need to represent.
10:30
And so Claudia is a perfect example of a leader with whom
10:35
we really, we really identified was important to share what we
10:40
were doing because we respect the work that Claudia is doing.
10:45
And we also think that what we're doing should be recognized and
10:50
should be understood. And so it's a two way street,
10:53
right? Any, any relationship is,
10:55
and we do, we really believe in the power of partnership
10:59
And so a lot of what I do is establish those
11:02
relationships and work those partnerships so that,
11:06
that there is mutual gain in the kind of stories that we
11:11
tell and the kind of storytelling that we put out into the
11:14
world before we started shooting,
11:16
you explain this to me a little bit and it just reminded
11:19
me of almost every interview we've made where,
11:22
where our guests have said Latinas are great at connecting people at
11:27
getting people to collaborate.
11:28
So I can't imagine anyone doing this job that is not Latina
11:32
You know, like I think,
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I mean, the way that you grew up probably prepared you
11:36
for this, for this role and every company no matter the
11:40
size I think needs this role,
11:42
somebody that connects the dot that gets people to collaborate,
11:46
that gets teams to add value to each other.
11:49
Because in big companies,
11:51
you can see how much money gets wasted for not having those
11:55
connections, but even small companies,
11:56
everybody is running around doing their thing.
11:58
So everybody needs an Emma.
12:00
But I do think that you have as a company generated more
12:05
trust, particularly in a very distrusted environment of networks and media
12:09
organizations with having so many properties that add up to.
12:13
I believe in this company,
12:14
I can work in this company,
12:15
I can see the different properties so well done for connecting.
12:19
So tell us more about your background.
12:22
you know, like a little bit of your going through the
12:24
different companies and how you've been leading marketing teams and audience development
12:30
for some of the most iconic American companies including N Pr
12:34
National Geographic. So how was it for you to work in
12:38
those environments? And what were the decisions that you had to
12:43
make or the skills that you had to develop that helped you
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position yourselves for the roles that you had and that you currently
12:50
have, I have been very lucky in that I have been
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able to work with organizations that have always been forward looking and
13:00
have always identified where the next area of growth was going to
13:05
come from. And they understood the importance of nurturing that consumer
13:11
segment or that community.
13:13
And so whether it was at Fleischman Hillard and working on the
13:16
Anheuser Busch account, this was way back when Hispanic marketing was
13:20
nascent, but we had a real strategy when you were working
13:26
on the Latino movement because these Latino,
13:33
very early. And so that foundation of saying here is a
13:38
consumer segment that another brand isn't paying attention to and we're going
13:44
to pay attention to it.
13:47
the cultural understanding, the and the linguistic ability to communicate to
13:55
a new consumer segment is what really provided a whole new area
14:01
of advancement for someone like me.
14:05
And so that was Fleischmann.
14:07
And then I went to Univision where Univision said,
14:11
we now actually need to represent a US Latino experience in our
14:17
content and in our programming.
14:19
So we know that we have really great telenovelas,
14:22
but they don't necessarily represent the experience of someone who is now
14:27
in this country. And so being able to develop a whole
14:31
slate of content that represented a US Latino experience introducing a noticiero
14:38
that was about being a Latino in Los Angeles or New York
14:43
Like so all of that and then that,
14:45
that script and now,
14:49
and then in the same and the same thing at mcdonald's,
14:51
mcdonald's was an early mover in connecting with communities of color.
14:58
So at mcdonald's, I was responsible for developing Hispanic outreach as
15:04
well as outreach to African Americans.
15:06
And that was, that was huge,
15:08
it just provided a lane that no one else was in.
15:12
And so I had an opportunity to really design that with management
15:18
and it was, it was really great,
15:19
very, very early on.
15:21
And then that led to an opportunity to test my skills still
15:27
in the same culture and language,
15:29
but not in the United States,
15:31
right? So what was happening in the Caribbean and Latin America
15:34
and a company like Nortel Networks recognized that this was a fast
15:40
growing part of the world that could accelerate their growth,
15:46
particularly when it came to cellular technology and wireless technology.
15:50
So that was another door opened because I had skill that was
15:57
related to the function that was necessary.
15:59
But also because I had cultural and linguistic skill and that was
16:05
that was, that was really,
16:07
really fantastic to be in your super power.
16:12
And you know, and it,
16:13
and allowed, and it allowed me to go to parts of
16:17
organizations that were just getting off the ground.
16:21
And that was, that was always really exciting.
16:24
So being able to build that form,
16:26
what that strategy was going to be and then leading teams that
16:30
would execute it. I mean,
16:32
I feel like you have either a crystal ball,
16:34
you were like the og of diverse audience development and one has
16:39
to wonder how much you were in the right place at the
16:42
right time or how much you drove because I'm sure you had
16:44
to convince sometimes those organizations that it was the right thing to
16:48
do the investment, you know,
16:50
I think it goes back to my formation,
16:53
right? That you always had to put in the work and
16:55
you had to be prepared because what is it that,
16:58
that luck is when opportunity meets preparation.
17:01
Exactly. And the opportunity was there and I was prepared to
17:06
take advantage of the opportunity.
17:09
that's, that's a really important lesson that,
17:15
have incorporated into, into our lives.
17:17
And, and, and so did you graduate from the Latino
17:20
offers into now more like general nor town networks?
17:24
Was, was the first one that took me,
17:27
gave me a global opportunity.
17:28
So after I led marketing and coms for the Caribbean and Latin
17:32
America, I eventually became head of global advertising for Nortel networks
17:37
And so that just that was just a whole new scope
17:40
that was far beyond us,
17:43
Hispanic and and it was great and but us Hispanic is what
17:47
got me there, right?
17:48
And, and I had I make,
17:49
I make no, it's so clear to me that that was
17:53
that was the reason that I was able to step into
17:58
and from there, I went to Republica Hava.
18:01
So I went, you know,
18:02
back to multicultural and then I went to N PR which was
18:06
everything and N pr was also an opportunity to help bring in
18:11
a new generation of public radio audience.
18:16
And that generation because it was younger,
18:19
was just naturally going to be more diverse.
18:22
And so the content had to reflect that experience in the US
18:28
And I would love to role model,
18:31
you know, like I think that the transition between understanding general
18:36
market, Latino market and the the relationship between both.
18:41
and also if you put the global perspective,
18:43
but it is not when you're talking to Latino market is not
18:45
only targeting Latino market.
18:47
Molo is the number one beer in the country and it's not
18:50
drunk only by Latinos.
18:51
Like we're not like doing all that,
18:53
like we're not bumping the consumption on our own.
18:55
It's like everybody wants to taste something that is Latino in the
18:59
beer. And how does that translate the Latino market to the
19:03
to the general you know,
19:05
like to the general mainstream if you want,
19:09
if you're listening and if you're curious,
19:11
I think that you have to understand the operations of your company
19:14
in order to get to the leadership of your company.
19:16
And when it comes to marketing,
19:17
you want to make sure that you understand both and that it
19:20
is because you are Latina not despite you are Latina that you're
19:23
able to understand and open new markets.
19:25
Yeah. That's exactly right.
19:26
So making Latino content mainstream,
19:31
how do you feel about where we are today from?
19:35
Like creating Hispanic content only for Latinos to making it more mainstream
19:39
And if you can also talk to us about the decision
19:42
of making the show from John Leguizamo,
19:47
which is mainstream, right?
19:49
Everybody is for everybody's consumption.
19:52
where are we, are we on the right track?
19:54
Do you feel like we need to accelerate it.
19:55
How is the general the masses a consuming content that is meant
20:01
to showcase Latinos in the U SI?
20:04
Think to answer the fundamental question,
20:06
I think we have made so much progress based on where we
20:12
started, where we've been,
20:14
there's still room to grow.
20:17
I think it comes down to two things,
20:19
building trust with audiences for a news organization is essential.
20:25
Trust is our currency.
20:28
The next thing that it has to be is excellent,
20:32
just excellent, high quality content.
20:40
the way that we build trust with audiences is ensuring that we
20:45
represent all the communities we serve,
20:49
that we represent them across all dimensions of diversity,
20:53
gender, race, geography,
20:58
socio, economic background,
21:00
and diversity of perspective.
21:03
And that doesn't happen by accident,
21:05
Claudia. The reason that I joined the NBC Universal News Group
21:11
was because Cesar Conde was chairman and I knew his commitment to
21:21
excellence. I knew his commitment to building trust with audiences and
21:27
his ability to be bold.
21:32
And what we have achieved is pretty remarkable.
21:38
The numbers speak for themselves.
21:41
NBC Universal News Group has to deliver business results.
21:46
And so we are there in terms of audience,
21:49
in terms of representation,
21:50
in terms of performance on all metrics.
21:54
And so what it has shown us and we say this all
21:58
the time the playbook is here,
22:00
please. Industry use it because we need everyone to do this
22:05
is you make a commitment to build trust with your audience.
22:11
And when Latino audiences see something like Leguizamo does America,
22:17
they see themselves reflected.
22:19
But non Latino audiences also appreciate the excellence of that content,
22:25
the high quality production that is that is,
22:30
that is and it has been the highest rated show in its
22:36
time slot on MS NBC.
22:38
Full Stop, full stop.
22:42
So it tells you that excellence in content is excellence in content
22:50
And John would be the first person to tell you that
22:53
John certainly wants to represent our community and has done so so
22:57
well. But for so long,
23:00
but Leguizamo does America has been green lit for a season two
23:05
because it delivered, it delivered on audience and it has also
23:12
represented the diversity of the Latino community.
23:17
So you can do two things or three things at once.
23:21
And I have to say one of the other things we always
23:26
take the big bet and you not only did great content,
23:30
you promoted it really well,
23:32
I saw the banners in the planes.
23:35
I saw it in the taxis.
23:38
I saw, I talked to your marketing guy and he showed
23:41
me the numbers and you invested in Latino content the way that
23:44
you would invest in other pieces of content fully.
23:47
And that is why it's a full circle and you have to
23:51
you have to do it well and you have to do it
23:52
big. in order to do that,
23:55
can you talk a little bit more about that?
23:57
Well, it was just a very important investment that MS NBC
24:03
films and NBC News Studios was going to make,
24:07
it was a big bet and when you make big bets,
24:10
you do everything you need to do to ensure its success.
24:14
And so our ability to understand the importance of community,
24:22
the importance of partnerships,
24:24
the importance of opinion leaders and make those connections.
24:28
And in addition to broader marketing and outreach,
24:32
it was really that combination.
24:34
And John played a critical role in,
24:39
in promoting the work because he wanted it to succeed.
24:43
We wanted it to succeed.
24:45
We were all committed to its success and that's where that's that
24:48
I think is, is absolutely essential when you have this kind
24:51
of work. But you know,
24:53
beyond that, it's a situation that we have now and I
24:56
am so proud that across this portfolio,
25:02
we have more Latino news anchors than any other news organization.
25:09
And that happens as a in response to again,
25:13
a bold ambition that Cesar set for the organization,
25:18
a North star and the fact that we have so many excellent
25:23
journalists that exist in the field.
25:28
And so you look at Tom Llamas,
25:31
Ana Cabrera, Jose Diaz Balala,
25:34
they're excellent journalists and they also happen to be Latino and committed
25:39
very committed to it.
25:40
Tell us what does it do to work on their Latino
25:45
leader. Like what does it do to the organization?
25:47
What does he do in general?
25:49
how does it translate?
25:50
How does it, you know,
25:51
how does it open up?
25:52
how does it changes culture compared to other to other
25:56
leaders? And how does it work for you being a Latina
25:59
to have a Latino leader that it's putting the Latino agenda also
26:02
on the table? I will say for me personally and professionally
26:06
having been in so many situations where I have been the first
26:10
or the only or the first and only,
26:14
it's and, and the responsibility that comes with that,
26:17
it is an enormous source of just personal and professional pride.
26:24
I love it when you walk into the office every day.
26:28
And you know that there is someone that shares your values that
26:33
shares your commitment and that is so committed to excellence and performance
26:39
that you're going to be able to do your best job ever
26:43
And to, to have a leader set that tone for
26:47
the entire organization has,
26:49
has shifted our culture.
26:50
It is, it is a culture that is so inclusive that
26:56
people say welcome to the family and people are committed to performing
27:04
at their absolute best.
27:06
And so he's leading a La Latina,
27:09
I think you could say that,
27:11
right? I love that because if he's leading us a family
27:14
and everybody feels included,
27:16
that's very, you know,
27:17
like that's very Latino.
27:22
he does have very high standards and that I think is something
27:27
that I also identify with because I think our parents also had
27:30
high standards for us.
27:32
Like they just like,
27:33
you just have to work twice as hard and you have to
27:36
you have to always deliver.
27:38
And, and that is something that is very familiar to,
27:43
I think Latinos in the organization.
27:46
And I suppose that working as a Latino under a Latino that
27:50
like as a Latino under a Latino that appreciates your culture and
27:54
and is more inclusive,
27:55
allows you to be your true self by far more and
27:57
therefore you can perform better.
28:00
it really is, he has set a standard of,
28:03
of excellence and performance that inspires everybody.
28:07
OK, we're going to start the fan club of Cesar Conde
28:11
Let's have more Cesar Conde.
28:13
Yes, there's two initiatives that I know are very important to
28:16
you and we'd love to learn more about them.
28:18
One of them is inspiring America inspirational list and the other one
28:22
is the change makers forming business.
28:25
Can you tell us about them?
28:26
Absolutely. Inspiring America.
28:29
The inspiration list is a new annual list of people across America
28:35
who are doing really inspirational things.
28:38
It is rooted in a regular seg segment on NBC nightly
28:46
news. And so they started like just ending the newscast
28:49
with something uplifting because sometimes the news of the day can be
28:53
rough and so lifting,
28:56
doing something a little uplifting.
28:58
So we took that closing segment and we expanded it and this
29:03
is an example of bringing together all parts of the organization.
29:10
C NBC, MS NBC Telemundo have all contributed to the creation
29:17
of the annual Inspiration List,
29:20
Inspiring America the 2022 or 2023.
29:24
and soon to be 2024 inspiration list and it showcases the
29:28
best of communities across these brands.
29:32
And so C NBC will have an inspiring business leader,
29:35
MS NBC might have an inspiring community leader.
29:39
NBC news, might have an inspiring entertainer and so you bring
29:44
all of that together and,
29:45
and I'm so proud because the list has been diverse from,
29:49
from its inception. And in this,
29:51
this year, this past year we did we included Eva
29:55
Longoria. We've included Rita Moreno and Manuel Miranda and they've told
30:00
their story to the rest of America,
30:03
which is, which is really,
30:04
really, it's all their stories are inspiring.
30:08
So that's the ins it brings all of our,
30:10
all of our brands together and celebrates something that is truly uplifting
30:16
in, in our country and how much we need that exactly
30:21
that. And the C NBC change makers list,
30:24
this one I'm, I'm very excited about because it's brand new
30:27
and this is this will be an annual list the first
30:30
one will be published C NBC Change Makers.
30:34
And it celebrates 40 women who are transforming their organization,
30:41
whether it's a business or a philanthropy to do something really impactful
30:46
And it is rooted in a book that CNB C's Julia
30:52
Borstein wrote, which is called How Women Lead.
30:55
And what she found when she interviewed women leaders is that we
31:00
lead from a place of empathy of vulnerability and the importance of
31:09
bringing community together to solve problems.
31:13
So, communal thinking and I think that's something that,
31:16
that we can all identify with.
31:19
And she also noted that it's only about 10% of ceos of
31:28
Fortune 500 companies who are women.
31:30
We know that's even lower for Latinas.
31:33
We know that she says that about 3% of all venture capital
31:39
funding goes to women led start ups and that something needs to
31:45
change in that equation.
31:47
And so by shining a spotlight on change makers who are women
31:54
and who are leading their organizations through transformation,
31:59
we think that it can be a source of inspiration to change
32:08
the make up of leadership at the very top of Fortune Fortune
32:13
500 companies. Like I feel like it aligns very well with
32:17
why we do this podcast,
32:18
which is if you don't see yourself reflected,
32:21
it's hard to imagine that you can get there.
32:23
There's all these stereotypes that we need to break.
32:25
So when you put a role model in the spotlight,
32:29
believe that change makers are a strategic part of any social change
32:35
that you want to do.
32:35
Because if people feel that it is cool and celebrated to be
32:40
vested in the future of your community,
32:43
there's more and more people that will be part of that change
32:46
While you see that as if you see that as a
32:48
responsibility for someone else,
32:49
the government always so like whatever it is,
32:52
then you're never going to get involved and therefore change is hard
32:55
there. So I'm 100% for change makers.
33:00
we can't wait. It's a,
33:01
it's a fantastic advisory council that has been organized,
33:04
includes two Latinos myself and Oscar Munoz,
33:08
the former CEO of United Airlines.
33:11
I love that. I love that.
33:12
I we, we have a similar idea of doing it
33:15
only for Hispanics like a Hispanic change maker.
33:19
Fantastic that we're launching with Ashoka anyways.
33:22
And I, we should actually join forces in,
33:24
in saying why is it important to be a change maker?
33:27
I would like everybody to have it in their title.
33:29
Like I'm an activist,
33:31
I'm an advocate, I'm a change maker because that's the way
33:33
in which I think that we're gonna generate,
33:35
that you definitely are Claudia.
33:37
But like every one of us should feel that that's really cool
33:40
to do. I wanted to go back a little bit to
33:44
what we were talking of being yourself and being able to feel
33:48
proud when you come to work.
33:49
And so now you're in the paradise of being,
33:53
you know, like in an organization that is inclusive,
33:55
that has one of the highest ranking Latino leaders that has bold
34:00
goals. But also an understanding that if you don't reflect the
34:02
communities you serve, you're not gonna generate trust and if you
34:05
generate trust, you're gonna have an audience forever.
34:07
And therefore you can,
34:08
you can start producing really successful content in through your life
34:13
being a Latina. Has it been a pro has it been
34:16
a con? When were there bruises?
34:18
When did you have to dial down and hide it?
34:21
When did you, you know,
34:22
like put it forward the good,
34:24
the bad and the ugly.
34:25
Yeah, I will say that as I started because I was
34:29
the first, I was the only,
34:32
it was terrifying. II I,
34:35
how was I going to learn who was going to teach me
34:39
And I just had to dig really deep and try to
34:44
figure it out on my own until I met Steve Moya.
34:49
And it, and even even then entering a room when you
34:55
didn't have the the wealth of experience that others who had entered
35:02
like not knowing how and when to ask a question to contribute
35:07
an idea. All of that.
35:09
It was, I went through a period in my,
35:11
in my career early on where it was really challenging because I
35:17
just didn't have the playbook and I thought,
35:22
well, I can either continue being afraid or I can be
35:27
ok with making some mistakes.
35:29
And so, like Steve probably made some mistakes along the way
35:35
And so I was able to talk to him about it
35:38
I talked to my parents and not everything they did was
35:42
exactly right. I said,
35:45
So, like, I guess making some mistakes is part of
35:49
the journey and I know how resourceful Latinas are.
35:55
I know that we have the ability to look at things from
35:59
all these different perspectives.
36:02
And I thought like I am an American,
36:05
I also feel very Mexican.
36:07
And so my ability to have different views on a challenge or
36:11
an opportunity, I think really helped me because I wasn't siloed
36:16
in my, in my view of the world.
36:18
I couldn't be because I'm bilingual and I'm bicultural and that once
36:23
I recognize the superpower that that is I was able to then
36:28
take advantage of all of these opportunities that presented themselves.
36:33
But first I went through a period where I was terrified and
36:38
I just didn't know how to make it or if I was
36:43
We've heard some of our guests having a pretty,
36:46
I guess traumatic experiences with being told with that accent.
36:50
You're not gonna get anywhere.
36:51
You don't really look Latina.
36:52
You're lucky. Was there anything regarding being Latina that you like
36:57
You have a last name that I mean,
36:59
it pretty much says I'm Latina.
37:01
I thought everybody knows your last name.
37:02
Like, did you ever have,
37:03
have to like very consciously act differently than the way that you
37:09
were raised? I can tell you in Mexico II,
37:12
I started my career 25 almost 30 years in Mexico.
37:15
I used to arrive to the office and kiss everyone in my
37:18
area, right? Like you arrive to the office and you
37:20
say hi bye. You're kissing everyone.
37:22
I showed up here and I realized that people didn't really like
37:25
me kissing them. So that's a silly example.
37:27
But do you have examples of things that you actually had to
37:30
like dial down? You know,
37:34
but one of my earliest experiences of really not knowing
37:40
the code was actually when I was in the third grade and
37:46
the teacher who was white,
37:49
we were out on the playground and she asked me to go
37:51
get her pocketbook. I had no idea what that was.
37:57
I thought I don't have no idea what it is.
37:58
It's like the money or no or no.
38:01
It's her. It's her because we still don't know.
38:05
I had no idea what a pocketbook was and I was afraid
38:09
to ask. And I went back to the classroom and I
38:15
said, like this is a book,
38:17
like, I don't know what a pocket is.
38:18
Like a pocket like in my pants.
38:20
So like what was a pocketbook?
38:24
And I, I didn't know what to look for.
38:27
And that taught me after I got in a lot of trouble
38:31
for not finding the right thing that you have to ask if
38:37
you don't know. That was a very early like cultural experience
38:44
of dissonance because she came from a culture and I came from
38:49
another culture and we,
38:51
we didn't speak the same language.
38:52
Ariana Stolar spoke about it in the context of work on how
38:57
when everybody is white American and you bring somebody that's,
39:01
it doesn't have to be Latino.
39:02
It can be somebody from a different country.
39:04
There are so many words that are embedded in the American corporate
39:08
world that people that come in feel just like you felt with
39:13
a pocket book. Like I don't understand half of the things
39:15
I'm just going to write down.
39:16
And later after the meeting,
39:17
I'm going to have to ask somebody what these things mean.
39:20
And it, we should make it more like people should be
39:24
comfortable just asking the question.
39:26
But there's one thing that I have to say,
39:28
I've noticed you know,
39:30
like from the years that I know you,
39:31
which is and it gave me a lot of approach with
39:36
you. I felt that you were very approachable.
39:37
You're very serious years and you're a corporate leader in all senses
39:41
And I remember when I met you,
39:43
I was very impressed and all of a sudden you laughed and
39:46
you're like, ha ha ha.
39:48
really like laughing like a Latina.
39:51
there was like, you know,
39:52
like, freely and fully and it was not like,
39:57
really being yourself. Right?
39:59
And I just had dinner in Los Angeles with a group of
40:04
guys that I graduated college with and all Latinos,
40:10
right? All coming first in their families to go to college
40:13
et cetera. And from my earliest days,
40:17
my friends, my colleagues,
40:20
my schoolmates, they know me for my life.
40:25
And that I have never,
40:27
I have never, I've never held it back because it goes
40:31
I go, I listened to my grandmother and my,
40:37
my family elders in Gamma de Ajo and after a long day
40:41
sitting around the circle and this talking about.
40:45
Exactly. And, and the joy that that brought them.
40:50
I'm never gonna lose that.
40:52
I remember going to your parties,
40:55
your corporate events and so on and there's a bunch of people
40:58
100 people and all of a sudden there's 11 laughter that
41:02
is like, and I was like,
41:03
oh, Emma is there like across 100 people?
41:06
And I love that you're able to do that.
41:09
on the Latini that so you said you never had to dial
41:12
it down and that's incredible.
41:15
And you were able to probably navigate it really well.
41:18
Has it helped you like being Latina?
41:20
Has it helped you to stand out you know,
41:22
like when you were not doing only the Latino market and what
41:25
part I, I think because I was always so proud of
41:31
where I came from and who I was and doing things to
41:35
honor my parents that if I dialed that back,
41:38
I would be doing them a dishonor.
41:42
And so I found a path in corporate America that appreciated that
41:51
so that when brands wanted to understand this Hispanic market,
41:57
I was ready. I was prepared because I never walked away
42:02
from it and it was a source of strength and pride.
42:09
this is what is going to be my entree two,
42:16
a corporate career. And I did that on the agency side
42:22
I did that on the corporate side and I did,
42:25
I've done that on the media side.
42:27
And so it's, it has really allowed me to express my
42:32
unique view of the world and my,
42:35
my perspective on growth and opportunity for all sides of that,
42:42
of that stool, right?
42:43
That we, that we call consumer,
42:46
consumer marketing or consumer outreach.
42:49
Oscar Munoz that speaks about having an Aztec moment where he realized
42:53
that because he was a Latino,
42:55
he was such a great CEO and he never wanted to claim
42:58
it before because he was like,
43:00
it's not because I'm a Latino,
43:02
put that, that stick on me to say that I'm a
43:05
Latino. And that's why I got to be the CEO of
43:07
United, I was the CEO of United because of my perseverance
43:10
by my qualities, my,
43:11
my performance. And then after he said I had an
43:14
Aztec moment when I claimed my Latino dad and I do think
43:18
that a lot of Latinas that make it to corporate America in
43:21
senior positions do not have that Aztec moment yet.
43:25
Seems to me that you had it when you were like
43:27
a pocket book moment.
43:30
But you have seen that.
43:31
Yeah, I, I have used it to create a career
43:38
is again, just really rewarding.
43:41
The only thing that I would say I at times had to
43:43
dial back was being a woman because if you're in the corporate
43:47
environment in the, in the eighties and nineties,
43:50
you're trying to dress like a guy,
43:52
you're trying to act like a guy and that just felt that
43:56
was like an out of body experience,
43:58
right? But I remember wearing the suits with the shoulder pads
44:01
and even a tie and that's what you did because you were
44:06
trying to emulate other leaders and those leaders were largely men playing
44:13
You were given the script that in order to be successful,
44:17
you had to be like the man.
44:18
And I think that Latinos,
44:20
we are giving the script of someone else and we're acting and
44:24
trying to be someone like the other people but not being ourselves
44:28
And So we believe that there are characteristics of Latinos that
44:31
we should flip the script and instead of hiding them just like
44:34
using them and realize that they are not that they are
44:38
those stereotypes are actually assets.
44:41
Like your loud laughter is an asset to get people,
44:45
you know, like feeling that you're approachable.
44:49
Are there any values of the Latino community that you wish that
44:54
we would understand better so that we can flip the script both
44:57
for Latinos to be able to feel that they are their superpowers
45:00
or for companies to be able to understand Latinos better and therefore
45:05
appreciate what we bring to the table as assets.
45:08
You know, I think as,
45:10
as a, as a first generation American as a daughter of
45:13
immigrants, I don't think I don't think anyone can out out
45:18
work our work ethic.
45:19
I think our work ethic is a superpower and I think we
45:25
do it because we want to make our families and our communities
45:31
proud. And that to me is a really distinguishing characteristic.
45:38
I think our commitment to being excellent is I think another superpower
45:47
and it is what allows corporations to tap into a source of
45:53
pride that will help uncover new market opportunity.
46:00
And I think that being at least bilingual and at least bicultural
46:05
is a superpower as the world has become so interconnected.
46:11
And I think having cultural and linguistic skills is something that allows
46:20
companies to enter new markets at a,
46:23
at a pace that may be faster than others who don't embrace
46:28
an employee base that,
46:30
that brings that to the table.
46:33
those are some of the things that I think are,
46:35
are really unique about what Latinos and Latinas are able to offer
46:42
corporate America. We haven't spoken at all about working hard
46:49
And I still remember,
46:50
I haven't heard it that much lately,
46:52
but I remember before like many a few years ago,
46:55
people still had this idea that Mexicans take siestas.
46:59
yeah, when I was in Mexico,
47:00
oh your family takes a siesta,
47:02
right? Like two hours after lunch.
47:05
we're like work, we work so hard,
47:07
this idea that that Latinos don't work hard and that we are
47:11
the bad guy in the movie or the lazy guy in the
47:13
picture with a sombrero sitting on the street like let's flip that
47:16
that script because we really do work hard on our
47:20
yeah, twice as hard.
47:21
And the other piece of working hard is that working hard doesn't
47:24
mean that you cannot work smart and lead.
47:28
So we cannot be on only understanding work hard as in labor
47:32
like physical labor.
47:34
So I love that idea.
47:35
Let's explore more about like,
47:36
how do we bring to the table for corporations who are
47:41
can really bring value to your organization.
47:44
So we think we're making it every time more.
47:48
Every time there's more Emma Carrasco every time more.
47:51
There's like there's more and more of us,
47:53
but we want to make it in half the time.
47:56
So what advice would you give yourself if it would be 30
48:00
years old, which ideally can go and talk to our audience
48:06
like these are the things that you don't have to wait 20
48:08
years to get to there.
48:09
I think that if I were,
48:11
if I were 30 years old,
48:13
I wish that I would have been able to continue my formal
48:22
education, I wish I would have had the time,
48:28
the resources to get an MB A.
48:32
I believe that higher education is incredibly important and,
48:39
and distinguishing. And so I spent time building a career that
48:46
may have taken me less time had I had been able to
48:52
continue my formal education.
48:55
And, and so I think our ability to continue to pursue
49:02
education at the highest level is one of one of the keys
49:07
to accelerating our ability to lead.
49:11
I, I get questions about MBA a lot because I took
49:15
my two years of going to do an MB A and I
49:18
mean, it changed my life.
49:19
It really gave me so much perspective.
49:22
Like it showed me how other industries work.
49:26
It really teaches you how to be a CEO,
49:28
you know, because you're like in a,
49:30
in an environment where you're with a,
49:31
with very smart people.
49:33
Just anyway, I strongly recommend that people continue their.
49:39
Do you end up getting all of that even if you don't
49:41
have a? But if you're the question is,
49:44
how do we accelerate that?
49:47
NBA? That's what I would recommend.
49:49
I would kill myself if I don't ask you this.
49:52
You're the head of corporate affairs of a news organization.
49:56
How does it look like in an election year?
49:58
How does, what is the advice for young Latinas to be
50:00
attentive to in a world of misinformation,
50:03
disinformation? What are we looking for?
50:05
What are we looking at it is,
50:07
I think one of the most challenging and consequential times of our
50:11
generation, Gloria, I really believe that and you have to
50:16
be able to identify news and information that you can trust because
50:22
we are surrounded by an ecosystem where anyone can inform,
50:30
but it's not necessarily backed up by standards or practices.
50:37
And so we go through great lengths to build this trust with
50:43
audiences because we think that it is so consequential for Americans to
50:49
have reliable information about who is going to be the next leader
50:54
of this country. And we have to present and we do
50:58
all sides of the spectrum.
51:01
So I'm coming here to you today from the Republican national presidential
51:08
debate that we hosted in,
51:10
in Miami. And through the quality of our journalists,
51:15
we were able to have a debate that was substantive where the
51:19
candidates actually got to explain where they stood on really important issues
51:25
of our time. And I think that doing the work to
51:29
pay attention to that is an obligation that we have as citizens
51:34
of this country. And so I would say to young Latinas
51:39
to do your homework,
51:40
to find trusted sources of information and to exercise your right to
51:48
vote because it is essential to our democracy and,
51:54
and so we're trying to do our part and citizens and voters
51:59
of this country need to do their part.
52:02
And together if we both do our parts,
52:05
we, we exercise this experiment that we call a democracy.
52:11
And we are so fortunate to be in a country where that
52:15
is our aspiration but in a such a polar rice environment.
52:22
like where does Latino also fall when I am glad that the
52:26
coverage will be more diverse and more inclusive and making sure that
52:29
all of us are getting the information that we need in order
52:32
to get that information.
52:34
it's really challenging because it's the polarization where we are and where
52:38
Latinos fall in that.
52:40
and Latinos fall on the spectrum of,
52:43
of political choice and we have to respect that and we have
52:47
to reflect that Americans fall on the spectrum of political choice and
52:52
we have to represent all of it.
52:54
And, and that's what,
52:55
that's what we're committed to doing.
52:57
But I would say that as a responsible potential voter or a
53:03
responsible voter. And if you're not,
53:05
if you're eligible to vote,
53:06
you should register to vote and you should vote.
53:09
That is also really important and you,
53:12
you do, you go great lengths to make sure that there's
53:15
more and more voter registration for the Latino community.
53:18
And I do think that we should say it here,
53:20
La Latina, we believe that if you wanna make it in
53:23
life, you have to actually make your voice heard.
53:25
So go and register yourself and make your voice heard.
53:27
Whatever it is, whatever you like,
53:30
be exactly what we just said.
53:32
Don't be lazy. Don't be scared,
53:34
be bold and be hard working and go and register and vote
53:38
That's exactly right.
53:40
Who else should we have another Latina that you think would
53:44
she would be a great guest.
53:46
You, I love Julisa Marenco.
53:50
She is the Chief marketing officer for the Smithsonian for all of
53:57
the Smithsonian. Oh,
53:59
I met her. She's so good.
54:02
She's a former White House fellow.
54:06
She's remarkable. OK,
54:07
we'll invite her. Emma.
54:09
Is there anything else that you would like to deliver to our
54:11
audience? Anything else that you would like to share with us
54:14
I just, I just really wanna,
54:16
I wanna thank you both for this conversation.
54:19
It has felt like it's felt like talking with friends.
54:22
And, and it is so important that we be able
54:28
to see ourselves and hear ourselves and and what you're doing
54:33
is so valued and so important.
54:37
again, just really want to express my gratitude to you
54:41
for, for having me on and for your commitment to make
54:47
sure that all audiences understand that when you do things a
54:53
La Latina, that great things can happen.
54:56
Absolutely. I learned so much.
54:58
I, I grew my admiration for you dramatically in this podcast
55:02
Emma Carrasco. Thank you so much for being with us
55:05
Thank you. Thank you both Emma Carrasco leading La Latina
Series