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Nydia Sahagun

Group Manager, Multicultural
Nydia J. Sahagún’s career as a leading and award winning national marketer spans over 15 years and includes work at top national retail brands. Nydia currently leads multicultural brand strategy at Target Corporation, a Fortune 50 Company. As group manager, multicultural brand marketing, Nydia oversees the development of Target’s enterprise strategy to grow market share and affinity with multicultural guests. Nydia’s leadership role within the company and her management of product and campaign launches in the Hispanic, African-American and LGBT markets has helped drive multicultural sales growth. Her work includes the transformation of multicultural music exclusives, Ámbar a Latina inspired apparel line, as well as leading key multicultural company initiatives to include holiday, back to school, style and pride marketing.

In her previous role as multicultural marketing director at Sears Holding Corporation, Nydia shaped the go-to-market approach for the company’s Sears and Kmart brands having launched Sears and Kmart’s first Spanish-language websites, Steve Harvey and Casa Cristina celebrity partnerships, the ground-breaking Latina Smart platform and Madres y Comadres – the first brand-produced US Hispanic web-novela.

Armed with intimate knowledge ranging from publishing and agency to CPG and retail Nydia knows how to succeed with multicultural segments by tapping into cultural insights and driving overall business performance. As a leader in the multicultural marketing industry, Nydia has been quoted extensively in outlets such as Minnesota Public Radio, Advertising Age, and Portada to name a few in addition to providing her expertise at nationally recognized industry conferences.

Nydia received her MBA from Kellogg School of Management, Northwestern University and her bachelor’s degree from Columbia College in Marketing Communication.

My Speakers Sessions

Thursday, March 19

10:05am EDT