Daisy Cabrera: Nearly Three Decades of Bridging Culture, Strategy, and Storytelling
- Tyzza Macias
- 2 days ago
- 4 min read
For nearly thirty years, Daisy Cabrera has been a steady force behind the campaigns, brands, and cultural movements shaping how Latinx stories are told in America. A bicultural and bilingual strategist, Cabrera has built a career spanning healthcare, beauty, fashion, finance, entertainment, and advocacy, all while pushing for equity and authentic representation.
“My career journey has spanned industries, and roles — agency-side, in-house, and now as an independent consultant — because I believe multicultural is the new mainstream marketing, and my passion is to inform, inspire, and connect people,” she said.
Her words reflect the throughline of a career rooted in cultural competence: amplifying Latinx voices and challenging industries to embrace inclusivity not as a campaign add-on, but as a business imperative.
From Strategy Rooms to Neighborhood Roots
Cabrera’s resume tells a story of breadth and influence. She cut her teeth at MSL in the late 1990s, supporting pharmaceutical giants on public health campaigns. She later managed Latin American crisis communications for British Airways and FedEx at JeffreyGroup, and oversaw U.S. Latinx PR for household names like Splenda, Lactaid, and Marshalls at Euro RSCG Magnet.
She pivoted to the corporate side as Vice President at JPMorgan Chase, where she spearheaded mainstream and multicultural media relations. Today, as a senior-level consultant to Fortune 500 companies and blue-chip leaders, she remains a trusted voice on culturally nuanced strategy.
“I’m proud to have built a long-lasting career at the intersection of creativity, culture, and connectivity — and I look forward to continuing to help brands tell genuine stories that resonate with my Latinx community,” Cabrera said.
Her client portfolio includes Nike, CoverGirl, Pfizer, Tyson Foods, Heineken, Amtrak, AT&T, IBM, Alvin Ailey, VH-1, and HOLA! USA, a reflection of both reach and relevance.
A Defining Moment: Dessert, Culture, and Strategy
When asked about a career milestone, Cabrera points to a deceptively simple product launch: Splenda Sugar Blend.
“One career-defining moment that really stands out is when I launched Splenda Sugar Blend decades ago,” she recalled. “We know food is deeply personal and rooted in our Latinx traditions, family values, and celebrations… Barriga llena, corazón contento.”
Rather than push a sugar substitute, Cabrera reframed the conversation, preserving the legacy of beloved desserts while offering a healthier twist. Partnering with Venezuelan chef Lorena Garcia, she organized a nationwide contest reimagining recipes like flan and tres leches. “Watching these young chefs breathe new life into time-honored recipes was so powerful,” she said. “It showed me that when you approach communications with respect for the culture, people don’t just listen — they engage.”
Staying Rooted in Community
Whether training executives in bilingual media interviews or supporting grassroots nonprofits, Cabrera insists her mission never wavers.
“Staying rooted in my ultimate mission — to support cross-cultural communications — is how I show up in the world,” she said. “Real impact doesn’t happen when you’re speaking to communities, it happens when you’re in conversation with them.”
That philosophy extends beyond professional spaces. A proud daughter of Dominican immigrants who grew up in Brooklyn, Cabrera remembers her family’s sacrifices: “We are the children of campesinos and cantantes, of sacrifice and storytelling. Leading with a positive narrative acknowledging the many contributions immigrants have made to this country helps build inclusivity.”
“Multicultural Is the New Mainstream”
Cabrera doesn’t mince words about marketing’s biggest blind spots.
“Yes, multicultural is the new mainstream — not because it sounds catchy, but because it reflects the real world we live in. Just look around. We don’t live in a monologue, but a chorus of cultures,” she said.
She urges brands to move beyond tokenism: “No intention = no impact. Reflecting multicultural realities isn’t just ethical — it’s essential for relevance and reach.”
For her, authenticity requires Latinx decision-makers in the room and campaigns that celebrate culture not just in Hispanic Heritage Month, but year-round. “Culture is not a convenient campaign moment; it is a year-round commitment.”
Cabrera doesn’t just work with brands; she builds communities. As Founding President of the Miami chapter of the Hispanic Public Relations Association, she grew the chapter into the largest in the country within its first year. She has also served on the board of the ACLU Miami chapter and been a longtime member of the National Association of Hispanic Journalists.
“Building community fuels me, and community fueled that momentum,” she explained. “Solo se llega más rápido, pero juntos se llega más lejos.”
Representation Beyond Aesthetics
For Cabrera, representation is not just visibility; it’s structural change.
“Progress can be aesthetic. Equity is structural,” she said. “Decision-making power, for one, remains uneven. We need more Latinx talent sitting firmly in the C-suite, holding the mic, shifting the gears, controlling the budget.”
Entrepreneurship, too, requires sustained investment. “Being seen is only the beginning. Until we’re shaping decisions, driving strategy, and signing the checks — it’s still surface-level representation. More can, and should be done.”
As a consultant, Cabrera views communications as a responsibility, not just a service.
“Culture is not content. It’s not a campaign pillar or a convenient moment — it’s lived experience,” she said. “We’re not just crafting narratives — we’re curating memory. The stories we help tell today shape how future Latinx generations will see themselves, their worth, and their place in the world.”
She frames her work as stewardship: protecting the integrity of stories while fighting against stereotypes. “Cuando una estrella brilla, brilla por todos los que la ayudaron a subir al cielo.”
What’s Next: Passion, Pride, Purpose
After three decades, Cabrera shows no signs of slowing down.
“I’m not slowing down — I’m sharpening my focus and intent,” she said. “More uplifting our Latinx communities. More powerful narratives. More bridging brands to community brilliance.”
Her advice to the next generation of Latinx storytellers is deceptively simple: “Passion, pride, and purpose. Passion fuels my creativity… Pride keeps me rooted… Purpose ensures that every single story that I help tell is moving our communities closer to equity, inclusion, and truth.”
Daisy Cabrera’s career is both a blueprint and a call to action. In her hands, public relations isn’t about managing perception—it’s about reimagining power, voice, and community. Nearly three decades in, her message is clear: multicultural is not the margin. It’s the mainstream.
