VP, Multicultural Marketing and Sales Development
Cynthia Perkins-Roberts, VP, Multicultural Marketing and Sales Development for the Cabletelevision Advertising Bureau, is a respected expert on the multicultural markets and one of the preeminent diversity executives in the cable industry. In 2007 she was named one of CableWorld magazine’s Most Influential Minorities in Cable, recognized for creating the VAB’s diversity initiative and leading the organization’s strategy and outreach to multicultural markets, a rapidly growing segment of the television landscape. Perkins-Roberts was appointed to the Nielsen African-American Television Advisory Council upon its inception in 2006. And her distinguished expertise, covering the Hispanic, Asian and African-American consumer markets, makes her a sought-after speaker and panelist at industry events and a go-to source for the advertising/media trade press.
As a visionary who keenly understands the growing significance and business potential of multicultural markets, Perkins-Roberts has been instrumental in educating advertisers on strategies and best practices for reaching these markets via cable programming. Her key accomplishments include initiating multicultural marketing alliances among cable networks, agencies, advertisers and research companies; publishing a wealth of diversity media resources, including Cultural Connections: The Multicultural Marketing Magazine, Hispanic Facts in a Flash, The Hispanic Marketer’s Guide to Cable, Hispanic Facts in a Flash, The Upfront Multicultural Marketing Guide, the VAB’s online Diversity Center; and Race, Relevance & Revenue, a comprehensive guide to the African-American consumer, now relied upon by the NAACP and the Urban League for media information. Perkins-Roberts is also the brains behind the VAB’s soon-to-launch online marketing resource ReachingBlackConsumers.com, featuring research and insights from more than 30 researchers, marketers, and media outlets; case studies highlighting best practices in marketing to blacks; and a guide to the cable networks and programming options for reaching this consumer segment.
Perkins-Roberts’ efforts are a major part of the VAB’s advocacy model and a critical area of expansion for the organization, now encompassing the emerging GLBT marketplace. Additionally, she oversees recruitment efforts designed to encourage minority candidates to seek careers in television advertising sales.
Prior to joining the VAB, Perkins-Roberts held sales positions of increasing responsibility with Discovery Communications and Capital Cities/ABC.
Perkins-Roberts holds Bachelor of Arts degrees in both Political Communications and Speech Communications from George Washington University. She and her husband and their two children make their home in suburban Long Island, New York.