Leadership and Cultural Storytelling with Daisy Expósito-Ulla
An influential leader in the world of advertising, Daisy Expósito-Ulla has paved the way for multicultural marketing, using her vision and passion to transform the industry and inspire countless others. The latest episode of the WomenHeard: Changemakers podcast dives into Daisy’s journey, exploring how she transformed her passion for communications into an advertising career and how she reached her current position as CEO of d expósito & Partners, a communications agency focused on multicultural marketing. Here’s what to look forward to in the conversation.
The Journey to Advertising
Expósito-Ulla has always been fascinated by television. She immigrated from Cuba to the United States in 1964 as a political refugee, and TV became her “window to the world” as she adjusted to life here. She became incredibly captivated with the behind-the-scenes of television, looking for any opportunity to see just how a show came to life, from sitting in the audience at The David Letterman Show to tuning into Realidades, the first bilingual program on PBS. She eventually reached out to a producer whose name she saw in the ending credits of a show—and managed to land herself a job. “I wasn’t looking to get paid,” Expósito-Ulla says. “I was looking for an opportunity. I was looking for a title on a screen.”
This bold approach opened the door to her future career in communications and advertising. Through her journey in the advertising industry, Daisy worked her way up from a creative director to general manager, and eventually became the chairman and CEO of Young & Rubicam’s Bravo Group. “I did it with passion, I did it with commitment. I did it with hard work, with intelligence,” she says. However, she attributes her success not only to her initiative in seeking out opportunities, but also to the incredible support and collaboration of the team around her. “You can’t underestimate the value of a great team,” she adds. “No one does anything on their own. It takes a village, and I had a great village.”
Cultural Awareness in the Entertainment Industry
Expósito-Ulla’s strategic approach has helped redefine how brands connect with multicultural consumers. As CEO of d expósito & Partners, the Hispanic marketing and communications agency she founded in 2006, she has led campaigns for clients such as the Smithsonian Institute, McDonald’s, Nielsen, and the U.S. Food & Drug Administration. Her work has always been about more than just selling products: “Advertising is not just about language—it’s about culture,” she says.
She recognizes that successful campaigns must translate meaning, values, and experiences. By focusing on cultural insight, she brings to light the diverse perspectives that often go unnoticed, ensuring that marketing reflects the realities of its audience.
Empowering Women
Throughout her career, Expósito-Ulla has not only been an innovator in her field, but also an inspiring role model for women in advertising. As a 2018 inductee of the Advertising Hall of Fame by the American Advertising Federation (AAF) and a former NYWICI Matrix Awards winner, her influence has been widely recognized. She has also supported several scholarships, including NYWICI’s The Esperanza, ensuring that the next generation of women has access to education and opportunities in the communications industry.
So it’s no surprise that Expósito-Ulla consistently emphasizes the power of mentorship. She believes in creating opportunities for others, just as they were once created for her. “Take away the importance of having mentors, people who take you and that believe in you and help you move your agenda forward,” she says.
Daisy’s journey from a young Cuban immigrant to a leader in the advertising world is a reminder that success often comes from being willing to learn, adapt, and challenge oneself constantly. To hear more about Daisy’s journey and advice, tune into this week’s podcast episode.
Thank you to Daisy Expósito-Ulla for joining us! For the full interview, listen to NYWICI’s WomenHeard podcast.
Written by Kadija Abdoulaye
