Lara Migliassi has had a noteworthy career. With nearly 20 years of brand marketing expertise, the executive has served as SVP of corporate marketing for Univision and managed the bilingual marketing programs in Latin American markets for Deutsche Bank. They’re experiences that will serve her well as she enters a new field—hospitality—as VP of global brands Hyatt Hotels Corporation.
Migliassi will be responsible for the brand development and management of Hyatt’s all-inclusive brands, Hyatt Zilara and Hyatt Ziva, as well as the Hyatt Residence Club brands and Hyatt branded residences. She will be based in Miami, which the company noted will allow her to be close to the Hyatt Zilara and Hyatt Ziva properties, as well as some key collaborators on the all-inclusive and residential brands.
Migliassi reflected on how her past experience will inform her future at Hyatt. “My experience spans marketing financial products in Brazil to positioning programs and services targeting the U.S. Hispanic consumer. That experience has taught me that you always need to understand and speak to your consumer, so it really is all about ‘in-culture’ marketing,” she said. “Whether I am marketing a product or service to a U.S. Hispanic consumer, a Canadian consumer or in-country, such as Mexico, the positioning of the brand and, ultimately, the product, has to resonate with your audience.”
Of Hyatt’s appeal, she cited the ability to work for a “global company with several emerging businesses” and a “purpose-driven company.” Migliassi added, “My number-one priority is to create awareness and preference for Hyatt brands among consumers.”