Sara Hasson is senior vice president of Automotive, in Univision’s Strategy & Insights Group, a dedicated consulting team of veterans from media, marketing and agency backgrounds who help marketers develop and execute their strategies to drive sales with Hispanics. A cornerstone of their approach is helping companies evolve from treating Hispanic as a niche, to deploying a “Total Market Strategy,” where Hispanic is integrated into all phases of the business planning process. Her focus areas include the Hispanic auto consumer at the national, regional and local level.
Since joining Univision, the leading media company serving Hispanic America, in 1999, Hasson has worked exclusively with national and regional automotive clients and agency personnel providing research, market and consumer insights and creating marketing solutions to drive sales.
Hasson has partnered with auto manufacturers and research partners to customize Hispanic marketing sessions for industry executives, regions, associations, dealers, and agencies that build the business case for the Hispanic consumer utilizing demographic trends, consumer insights, category analysis, competitive benchmarking, and industry best practices. In addition, she has led many high profile automotive projects including custom GfK and IHS Polk research, Hispanic consumer focus groups on the new vehicle purchase process, and is an in-demand speaker at industry conferences.
Prior to Univision, Hasson worked for 14 years in automotive advertising account management on national, regional and local levels for both U.S. Hispanic and non-Hispanic consumers, as well as for consumers in Latin America.
A native of Wisconsin, Hasson speaks fluent Spanish and is designated by the community as an honorary Latina. She earned her bachelor of science degree in advertising and Spanish from the University of Wisconsin, Stevens Point. She and her husband Joe live in Torrance, CA with their bilingual children, Reed and Nicolena.