At BOLD, we’ve observed a recurring pattern in our strategy sessions with marketing leaders: they often bear the weight of Hispanic initiatives on their own, driven by purpose, yet operate with limited resources and minimal internal support.
What many haven’t realized yet is something fundamental:
They’re not alone in this.
Or more precisely: They shouldn’t be.
In nearly every project we lead, we witness firsthand how Hispanic-focused strategies benefit not only the marketing department but also far more. They create ripple effects across the organization:
- Sales
- Customer service
- Community relations
- Internal communications
- Human resources
- Operations
What begins as a one-off campaign is, in reality, a cross-functional strategy waiting to be intentionally structured.
And here’s the truth: In most cases, these departments aren’t left out due to a lack of interest, but a lack of shared vision. Often, all they need is a clear invitation to join in.
The Hispanic strategy is already cross-functional.
It’s time to treat it that way.
Many companies come to BOLD with a tactical need — a campaign, an activation, a cultural moment. But soon, more departments start reaching out:
They ask for sales scripts. Translated service materials. Community partners.
They need internal tools that resonate with both Hispanic employees and customers.
At that point, we pause to ask a strategic question:
What if this effort, already impacting so many teams, were reframed as a shared responsibility?
And what if it came with shared investment too?
Collaboration isn’t just a nice-to-have — it’s essential.
And the opportunity to build it already exists. It just needs someone to activate it from the inside.
The solution?
Lead from marketing — but don’t lead alone.
As a marketing leader, you have a unique vantage point. You see the big picture.
That makes you the perfect person to bring people together.
To spark conversations. Build bridges. Create alignment.
This isn’t about handing off your responsibility — it’s about multiplying your impact.
The real question isn’t “How can I do more with less?”
It’s: “Who else should be doing this with me?”
🔧 Three steps to unlock internal collaboration
1. Identify who else wins when your Hispanic strategy succeeds
Identify the departments that stand to benefit from your Hispanic strategy. Examine their current priorities and consider how your efforts can help them achieve their objectives more effectively.
2. Lead with a question, not a request
Instead of asking for the budget right away, start a strategic conversation:
- How does your team currently interact with Hispanic audiences?
- What challenges do they face?
- What could they achieve with a shared approach?
That shift — from “I need something” to “We can do more together” — changes everything.
3. Propose shared investment, not just symbolic support
If multiple teams benefit, it makes sense for them to contribute their resources.
Use data, real examples, and even a lightweight business case to back your proposal.
Not as an extra expense, but as a more efficient, aligned path to growth.
When multiple departments invest, the result isn’t just shared effort — it’s a stronger strategy, clearer accountability, and deeper commitment.
A shared opportunity — not just your burden to carry
Leading Hispanic strategy is a privilege — but it shouldn’t become a burden.
And while many marketing teams have stepped into this role with passion and purpose, they shouldn’t have to go it alone.
This month, before Hispanic Heritage Month campaigns launch, is the perfect moment to strengthen your internal foundation.
To align, to invite, to lead — together.
Because a Hispanic strategy shouldn’t rely on a single person or department.
It should be a shared movement that lives across your organization and drives lasting impact.
📥 Coming soon: A practical tool to help you lead this shift
We’re putting the final touches on a new guide:
“How to Secure Cross-Departmental Collaboration and Budget for Your Hispanic Strategy.”
This resource will help you initiate internal conversations with confidence, clarity, and purpose.
Because the Hispanic market isn’t a challenge to face alone —
It’s a shared opportunity worth investing in.