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avatar for Barbie M. Casasus

Barbie M. Casasus

CEB Iconoculture Consumer Insights
Senior Director, Consumer Strategist, Multicultural/Latino Markets and Fashion
Barbie Casasus brings over 15 years of experience to her role as the multicultural and Latino consumer expert at CEB Iconoculture Consumer Insights. Her finetuned expertise in multicultural marketing, targeted communication and branding initiatives helps clients customize products, programs, messaging, and promotions for specific audiences and demographics. Barbie approaches projects from the consumer’s point of view, using in-depth, inside analysis to provide cultural context and perspective to data, trends and insights. Her rich understanding of cultural shifts and dynamics allows her to identify strategic growth opportunities within the country’s most important emerging markets.

As CEB Iconoculture’s fashion expert, Barbie also keeps her style-savvy eye on what consumers are wearing, how they’re using fashion to create identity statements, who the emerging influencers are, the role of technology in fashion and how fashion influences consumer culture. Her vast fashion retail and corporate experience, and her curiosity for the ever-evolving definition of style help clients make relevant and stylish connections with consumers.

Before joining Iconoculture, Barbie spent several years on the front lines at Edelman’s New York City office. As an account supervisor for the Diversity Solutions practice, she developed and implemented targeted marketing and publicity initiatives for companies like Microsoft, Pfizer, Toys R Us, Johnson & Johnson, Scunci, the New York International Latino Film Festival, and the Puerto Rico Tourism Company. Her efforts helped key clients penetrate the Hispanic community through award-winning multicultural multimedia campaigns, innovative communication platforms, and culturally relevant programs and promotions.

While at Edelman, Barbie was instrumental in winning and managing the Unilever Multicultural marketing business, and directed product launches and integrated publicity projects for AT&T Wireless, LATV and ESPN Deportes. Barbie’s public relations efforts also included partnerships with leading Latino celebrities such as Roselyn Sanchez, John Leguizamo, Enrique Iglesias, Daisy Fuentes, America Ferrera, Rosario Dawson and Latin Grammy nominee Nicole. She has also managed and executed a range of events including branded entertainment functions, product launch parties, community galas and culinary gatherings.

Prior to starting her career in public relations, marketing and consumer insights, Barbie worked in retail and fashion. Over the course of five years she lent her flair for visual merchandising, trend identification and consumer engagement to retailers such as Bebe, Rampage and Banana Republic. From there, Barbie took her retail experience to the corporate level in a behind-the-scenes position at Polo Ralph Lauren that entailed lifecycle planning for new stores.

Barbie speaks fluent Spanish. She attended Seton Hall University, where she sat on the board of the university’s chapter of the Public Relations Student Society of America. She is the recipient the PRWeek Award for Multicultural Marketing Campaign of the Year, as well as the winner of the Hospitality Sales and Marketing Association International Award for Travel and Tourism. Barbie has been tapped by major media outlets for her expertise, including: BrandWeek, Ad Age, MediaPost, Marketing y Medios, Environmental Leader, Ecopreneurist, and Fox 5 NY morning news show, among others. She has presented research material at leading industry conferences including the Association of Hispanic Advertising Agencies Annual Conference and the Marketing to U.S. Hispanics & Latin America Conference, and as an expert and keynote speaker at agency and corporate meetings.

Barbie is a certified kids yoga instructor and the founder of Little Feathers Yoga. She currently teaches yoga to kids and families in Montclair, NJ. On her blog, Fringe & Feathers, she documents lifestyle inspiration for the eyes and soul.