Laura Sonderup

Managing Director and Senior Strategist, Hispanidad

Laura's division at Heinrich, Hispanidad, focuses on helping companies communicate to the multicultural market via culturally relevant marketing, advertising and messaging.

As director, she determines optimal multicultural communication strategies and manages the development and execution of marketing messages targeting domestic Hispanic consumers, as well as those in Mexico and Latin America. In addition, Laura coaches a number of regional and national organizations in cultural competency training curriculums, including the Colorado State Patrol, the Colorado Department of Transportation, National Highway Traffic Safety Administration, and the U.S. Army National Guard.

Laura is a recognized ethnic marketing expert and is frequently featured as a speaker at national and international conferences. Her writings on the subject have been featured in USA Today, US Industry Today, IFA Franchising World, ColoradoBiz and DirectLine. The American Bar Association recently published her article "The Business of Immigrant Markets: Providing Access to Financial Services" — a guide to understanding the legal ramifications of serving undocumented individuals within the financial services industry.

She serves on the Board of Directors of The Chamber of the Américas, the Board of Advisors of U.S. Travel Professionals of Color, and is a Board member of the Direct Marketing Association's Directo Council. She is an active member of the Denver Hispanic Chamber of Commerce, National Council of La Raza (NCLR), Colorado Business Committee for the Arts (CBCA), The Rocky Mountain Direct Marketing Association (RMDMA), the Association of Hispanic Advertising Agencies, and is a Latino youth mentor with Metro Volunteers.