Donna Speciale: ‘A Future-Forward Thinker’
On this episode of WomenHeard: Changemakers, host Georgia Galanoudis speaks with Donna Speciale, a 2023 NYWICI Matrix honoree and the President of U.S. Advertising Sales and Marketing at Televisa Univision, the world’s largest Spanish-language media company. With more than 25 years in this industry, Speciale has been at the forefront of the ad business, skillfully navigating the delicate balance between meeting the core audience’s needs and aligning it with lucrative opportunities. She has also been a big proponent of tapping into the Hispanic market, working hard to broaden the industry’s perspectives.
On the podcast, Speciale offers us insight into her experience and what she’s learned along her career journey. Here’s a look at what you can expect in the conversation.
THE CHALLENGES OF ENTERING A NEW MARKET
Both Speciale and Galanoudis recognize the importance of the Hispanic market in the United States. In the early 2000s, Galanoudis faced hurdles while advocating for the vast potential within the Hispanic community. But Speciale says it’s easier now because of the data that’s available; many companies are starting to see the importance of tapping into this market. Enterprises such as Televisa Univision aspire to “become a resource for marketers and to become a one-stop-shop,” addressing challenges seamlessly when venturing into the market. The key, she says, is for marketers to recognize and engage with this audience and willingly invest in the culture and language. She believes this will be done through the power of education.
MAKING A CHANGE
Speciale worked on the agency side of the industry for about 25 years before moving to sales. Her background gives her a unique perspective, she notes, as she possesses the ability to quickly grasp the clients’ objectives while still adeptly negotiating in the best interest of the business. That means she can align the client’s needs with strategic business priorities. “I am a future-forward thinker,” she says. “So no matter what side I was on, I was always looking three or four years ahead to see where we’re going. And that gave me a lot of insight in how to formulate and bring my teams into the right areas.”
LESSONS LEARNED
Sometimes you have to have a difficult conversation. In those situations, Speciale says she’s learned to always be transparent and honest, because in the long run, it’ll help build trust, respect, and integrity. And when it comes to career challenges, Speciale says she tries to remember what her goals and motives are, letting the noise pass her by. “Stay true to your north star,” she says.
Thank you to Donna Speciale for joining us! For the full interview, listen to NYWICI’s WomenHeard podcast.
