Login to Complete an Application or to Access Judging Panel
Don't have an account?
If this is your first visit to the awards site, start here.
Have questions? Contact:
The Multicultural Awards Team, multiculturalawards@ana.net
Multicultural and Inclusive Marketing Excellence Awards Grand Jury
Senior Director, Change Management Communications
NRG Energy
BIO
Carla brings 15+ years of international experience across brand marketing, strategic communications, and transformation. In her current role at NRG, she focuses on helping organizations align narrative, people, and strategy to drive adoption and impact. Originally from Mexico, Carla brings a multicultural perspective to inclusive storytelling and marketing. She holds a degree in Business Administration from Tecnológico de Monterrey and certifications in Brand Management, Marketing, and Change Management. Carla is a founding member of NRG’s HOLA Club, an employee resource group dedicated to celebrating and supporting Latinx culture and community. Outside of work, she advocates for literacy, enjoys experimenting in the kitchen, and cycles Houston’s bayous.
Q&A with Carla Ibarra
What makes great marketing today?
Great marketing today is grounded in real human insight, reflects culture with authenticity, and drives measurable business impact. It connects brand purpose to audience needs in a way that is both relevant and actionable, while delivering results across awareness, behavior/adoption, and growth.
What is the one cultural trend you are watching today?
I am watching the growing expectation for brands to participate in culture in real time while still showing authenticity and accountability – it’s a hard balance, and one that’s becoming more ubiquitous at the risk of being non-personal or unique, with the use of AI. Audiences are quick to reward relevance, but even quicker to call out performative efforts, so brands need to listen closely and act with intention.
In one sentence, what will it take to make an entry worthy of winning a Grand Prize award?
A winning entry clearly demonstrates how a culturally grounded insight led to bold execution and delivered measurable, sustained business impact – and dare we say in this day and age – sustained connection.
What advice would you offer to teams preparing submissions for the ANA Multicultural and Inclusive Marketing Excellence Awards?
Be clear about the problem you were solving and the audience you aimed to reach. Show how your cultural insight shaped the strategy, not just the creative. Keep your storytelling simple and focused on outcomes, and make sure your results are directly tied to the decisions you made along the way. If you had to pivot along the way, great! Tell us about it in your entry.
Why do awards programs like ANA Multicultural and Inclusive Marketing Excellence Awards matter to the health and progress of the marketing industry?
These programs set the standard for what good looks like and push the industry to do better. They elevate work that reflects real audiences and real impact, while encouraging marketers to move beyond surface-level representation toward meaningful inclusion and business growth.
When reviewing submissions, what signals tell you that a program is driving real, sustainable business growth?
I look for a clear connection between the insight, the strategy, and the results. Strong submissions show not only short-term performance but also signs of sustained impact such as changes in brand perception, customer engagement, or long-term growth. Consistency across metrics and a clear baseline help validate that the work truly moved the business.
What lessons from your own leadership journey most influence how you assess excellence?
One of the most important lessons is that clarity drives impact. The best work comes from teams that are aligned on the problem, focused on the audience, and disciplined in execution. I also value collaboration across functions because the strongest outcomes happen when strategy, creative, data, and operations are fully connected.
How do you evaluate the role of data, AI, and marketing technology in creating meaningful brand impact?
Data, AI, and marketing technology are critical enablers, but they are most effective when guided by strong human insight and clear strategy. They help scale personalization, improve targeting, and measure impact, but they should support the idea, not replace it. The best work uses these tools to enhance relevance while maintaining authenticity.
Get to know the 2026 Multicultural and Inclusive Marketing Excellence Awards Grand Jurors.