In a dynamic conversation moderated by Liz Blacker, Global Revenue Head of Sabio, Diana Rojas, Global Marketing Strategist for Audible, pulled back the curtain on how Audible’s Hispanic strategy came to life. What emerged wasn’t just a campaign blueprint—it was a vision for authentic, inclusive, and culturally resonant storytelling.
NOT JUST SPANISH. NOT JUST A MOMENT
“For us, it’s not just about having content in Spanish,” Rojas began. “It’s about how we move the audience forward. And that means meeting them where they are across the cultural and language spectrum”.
From the outset, Rojas and her team rejected the idea of surface-level multicultural marketing. Instead, they built a strategy rooted in authenticity, cultural fluency, and audience insight. That included introducing language preferences into the user experience early on—a move that allowed Audible to quickly understand where, when, and how to deliver the most relevant messages.
“This helped us move fast,” said Rojas. “Especially in sectors like automotive, where understanding the right time, message, and channel can make a huge difference.”
Rojas was clear: Hispanic Heritage Month is a moment, not a strategy. “Of course we show up during Hispanic Heritage Month,” she said. “But it’s not the only time we show up. This isn’t just a marketing moment—it’s an ongoing conversation. Content is part of that message, and it forms the cultural narrative we want to help shape.”
At the heart of that narrative is a respect for identity and legacy. “This goes beyond individual listeners,” Rojas shared. “We’re thinking about families, about heritage—yes, including our Brazilian audience—and about how storytelling connects generations.”
FINDING GROWTH THROUGH CULTURAL RELEVANCE
Blacker guided the discussion toward the business case—and Rojas didn’t shy away from the hard truths. “Growth is always a good story to tell,” she said, “but organizations can feel overwhelmed by all the details. We focused on breaking that complexity into something actionable. That means quantifying the why and how, and using the assets we already had to build a clear growth roadmap.”
Rojas highlighted Audible’s unique position, particularly in categories like automotive, where cultural understanding creates real opportunities for connection—and conversion. Looking forward, Rojas hinted at upcoming initiatives tied to creators and digital-first experiences.
“Audio is inherently digital-first, and we’re tapping into that,” she said. “Everyone’s talking about content creators—and we want to make sure we’re not just talking about them, but with them.”
She underscored the importance of choosing the right platforms and channels, and ensuring that creators feel empowered and aligned with the brand’s mission.
“There’s an educational aspect to all of this,” Rojas added. “It’s not just about informing our audience—it’s about educating internally too, to make sure our whole organization understands the why behind the what.”
When asked about what fuels her work, Rojas was candid and bold. “Everything should feel like a risk,” she said. “Discomfort is a superpower. If you’re uncomfortable, you’re growing—and that means you’re connecting with something real.”
THE TAKEAWAY
For Diana Rojas, building Audible’s Hispanic strategy meant more than checking cultural boxes. It meant understanding legacy, respecting the nuances of identity, and always putting authenticity first. Under her leadership, Audible isn’t just speaking to Hispanic audiences—it’s building a relationship that listens, evolves, and celebrates culture year-round.
With changemakers like Rojas shaping the future, and allies like Liz Blacker amplifying the conversation, the blueprint for meaningful multicultural engagement is here—and it starts with listening, learning, and leading with heart.
