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Jake Beniflah is the executive director of the Center for Multicultural Science, the first non-partisan, non-profit US think tank dedicated to bridging the gap between academia and corporations in multicultural marketing. He has spent 25 years working with leading marketing organisations to drive return on investment for Hispanic and mainstream consumers in senior-level positions in the advertising industry. His areas of expertise include consumer insights, cognition and brand strategy. Dr Beniflah is also the founding editor of this journal. He received his doctorate in business administration from Golden Gate University in 2010.