Nielsen Vice President
Stacie M. de Armas is a storyteller, consumer behaviorist, thought leader and subject matter expert on the Hispanic market. She is Vice President at Nielsen and responsible for researching, uncovering and sharing insights on the power of the Hispanic consumer. Most recently named one of the most powerful and influential Latinos in entertainment by Imagen Foundation in 2018, she is first-generation Cubana.@StaciedeArmas Twitter
On Being Latina: “Being in a leadership role in media and entertainment as a woman is both challenging and inspiring. Nielsen is the global leader for media measurement; we are the one truth on which all media is measured so our responsibility to ensure inclusivity and diversity is paramount. Working to advance the inclusion of Latinos both internally at Nielsen and in our samples is a privilege.”
Power of Being Female: “As we earn our seat at the table, and demonstrate our prowess and expertise, don’t lose sight of who you are and where you came from. It is those things that are the foundation for your success. Latinas are great at connecting, building and sharing because we are culturally predisposed to be. Dive into your Latinidad, love it, and let it be your guide and your gut check.”
How did you get started in your career? “I was given the opportunity to apply for a job at an ad agency in Los Angeles. As a first generation Latina, my family did not have many professional networks for me to tap into, so this was truly a gift that I will forever be grateful for. When I was offered the role, the rest is history! I began working as a media buyer, and slowly began to assume some of the Hispanic Market responsibilities by default because I spoke the language and understood the culture. Speaking Spanish was my superpower. It helped me build my Hispanic marketing career and gave me opportunities early on I only dreamed of. I was introduced to some of the giants of Hispanic Marketing, Daisy Expósito-Ulla, Ernest Bromley and many more who I studied, followed and grew from. They are amazing role models.”
What has been your greatest milestone? “My greatest personal milestone was receiving my Master’s degree. I became the first in my immediate family to reach that goal. My parents, both high school graduates, were so proud of my work and my commitment and I was filled with joy to give them that gift, it truly was a family achievement.”
What does it mean to you to be a female and Latina? “Being in a leadership role in media and entertainment as a woman is both challenging and inspiring. Nielsen is the global leader for media measurement; we are the one truth on which all media is measured so our responsibility to ensure inclusivity and diversity is paramount. Working to advance the inclusion of Latinos both internally at Nielsen and in our samples is a privilege. Telling our story of empowerment is a true pleasure.”
Words of advice for other female professions and executives in the corporate space? “As we earn our seat at the table, and demonstrate our prowess and expertise, don’t lose sight of who you are and where you came from. It is those things that are the foundation for your success. Latinas are great at connecting, building and sharing because we are culturally predisposed to be. Dive into your Latinidad, love it, and let it be your guide and your gut check.”
