Marcela is the Chief Digital Officer for the Hispanic Scholarship Fund (HSF). She is responsible for setting and executing the non-profit’s nationwide technology, social media and digital strategy. Her charter is to align HSF’s purpose to provide scholarships to the best and the brightest with its complimentary array of compelling programs and resources for students and parents. By virtue of technology, Ms. Bailey works to drive the broad-based acquisition of individual donors and ignite stakeholder engagement via relevant media channels, two-way marketing, and analytics focused on current scholars, prospective applicants, alumni and parents, while continuing to provide value for HSF’s fortune 500 corporate sponsors.
Prior to joining HSF, Ms. Bailey was Vice President and Divisional CIO for Sony Pictures Home Entertainment (SPHE), a multi-billion dollar division of Sony Pictures Entertainment. She oversaw the Global Information Technology strategy and direction to support and enable Home Entertainment’s business operations, including sales, marketing, manufacturing, distribution, business intelligence, finance, and digital functions.
Ms. Bailey has more than 20 years of experience in the entertainment industry, having held various management and leadership roles in accounting, customer service, sales, operations, and IT. Her rich experience in tactical execution, management processes, and strategic planning has allowed her to helm many strategic initiatives, company projects, startups, and departments. Marcela's merging of strategic vision, aligning business and IT, and integrating business processes with technology, which were pivotal to directing Sony's Home Entertainment, are now the crux of her technology strategy at HSF. Her vision is to evolve an integrated and collaborative Technology and Marketing Team to provide innovative methods of adopting and adapting technology to achieve HSF’s strategic goals. Building on her experience at SONY, she aims to institutionalize continuous improvement and use of "best of the best" practices at HSF.
In her spare time, Ms. Bailey serves as the President for the all-volunteer board of the non-profit California Hispanic Corporate Council (CHCCLI) to promote Latino leadership development and advancement in the corporate, government and nonprofit sectors. She is the Corporate Council Chair for Los Angeles Unified Preschool (LAUP), a non-profit organization that helps provide access to early childhood education programs for families that could not otherwise afford them. She has been a board member of the LMU Latino Alumni Association since 2010 and serves on the LMU Corporate Advisory Board. She also serves as Secretary of the National Hispana Leadership Institute (NHLI) Board of Directors, and is a proud NHLI Executive Leadership Program Fellow alum from 2010. She was also very active in Sony’s corporate diversity and inclusion program, SPECTRUM, and served on the Advisory Board and as the Executive Sponsor of the Latinos Unidos Employee Business Resource Group (EBRG).
Ms. Bailey holds a Bachelor's degree in Business Administration with an emphasis in International Business from Loyola Marymount University, and a Masters degree in Business Administration in Information Systems and Operations Management from the University of Southern California.
My favorite quote is by Gandhi: “Be the change you wish to see in the world.” I strive to live this mantra every single day, especially at HSF.