As director of multicultural strategy at McPherson Strategies, Paulita David brings deep expertise with multicultural consumers, including what motivates them, what matters most to them, and how they live in America today.
Paulita joined McPherson following a decade at Google, most recently as Head of US Multicultural. She has worked with today’s most prominent brands, helping them make impactful connections with today’s multicultural consumers. In turn, she also led Google’s efforts to inspire and educate multicultural consumers and connect them more closely with the brands they love.
Paulita put multicultural on the map for Google and for the Industry, dramatically changing how Google approached the multicultural consumer. Under her leadership, she founded the Multicultural team to focus on helping companies African American, Asian American and the LGBTQ community to her portfolio.
Beyond working with Agency heads, C-Suite executives and brand leaders, Paulita engaged Google’s engineers to completely redesign the online multicultural experience. Because of her efforts, Google now includes non-English languages more frequently. When multilingual users search for items like “election booths” and “polling locations” Google now posts those results in users’ preferred language.
In just a year and a half, Paulita built a global sales team devoted to offering dedicated in-language support across all of Google platforms–from YouTube to search and display. Clients from non-profit organizations to automakers can now reach US-based users who need Spanish or Mandarin search, display, and video campaign support. Today, more than 100 Fortune 500 clients, and dozens of agencies, use this program to launch their latest multicultural campaigns. These organizations now reach their consumers in the language they prefer, and during the moments that matter most.
Previously, Paulita led a sales team focused on IAC, one of Google’s largest partners. She also ran Strategy & Operations for the Americas Sales Team, and Google’s internal creative agency known as Creative lab. Prior to Google, Paulita led a global strategy team at the Seiden Group, a marketing and brand strategy agency.
Paulita holds a BA from the University of Pennsylvania and an MBA from Northwestern. She lives in New York City with her husband and son.