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From Twitter To Her Own Media Startup: How This Latina Creates Content For Multicultural Families

Nuria Santamaria Wolfe knew a thing or two about creating her own path even before striking out on her own. In 2013, she took it upon herself to make Twitter aware that there was growth potential in ad sales that came by pursuing a multicultural strategy, a role she was more than equipped to fill.

“Throughout my career I saw many companies that understood the importance of the Latino consumer but lacked the know-how to properly tap into the opportunity,” explained Santamaria Wolfe. “I pitched the idea of a role to advise the sales team on strategy as the Head of Multicultural Strategy and my expertise in the industry and passion for social media was the right fit to execute against my proposed vision.”

Bringing a role from ideation to implementation is now her bread and butter, as the CEO and co-founder of Encantos Media Studios, a media company dedicated to creating accessible, fun and multicultural content for families. Since its founding in 2015 the media company has been able to successfully launch one of its product lines and strike up partnerships with brands like Burt's Bees — whose baby boxes they'll be included in starting this October.

“From the beginning, we wanted Encantos to be purpose-driven,” said Santamaria Wolfe. “We wanted to make media that matters, put creators first and tell stories for kids of all ages inspired by a world of cultures.”

Under the umbrella of Encantos, Santamaria Wolfe and her co-founder, Susie Jaramillo, have created ‘Canticos’ which is their premier Latino baby brand and is made up of physical books and digital activations, all of which are bilingual. Starting October 18th their Canticos brand line will be available at Target stores — noting a big win for the just over one-year-old company.

“Given its focus on early childhood reading and nursery rhymes, Canticos supports early literacy and bilingual education programs and gives back to low-income communities through the donation of books and free apps to kids in need,” said Santamaria Wolfe.

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