Mr. Melgoza’s career is a unique blend of information technology, marketing and market research. While completing his undergraduate degree at the University of California, Santa Barbara he helped build computer hardware for Information Magnetics Corp. While earning his master’s degree in at the University of Texas at Austin, César was a research associate at the first Hispanic market research company and also at the University’s Center for Mexican American Studies. His master’s professional report, published in 1986 and entitled Hispanics in the New Economy was predictive in its thesis and utilized advanced statistical research techniques and was awarded special recognition by the university.

In the late 1980's, he developed and led desktop mapping and workgroup computing initiatives with Apple Computer in Cupertino, California. He went on to lead marketing and international business development
at venture-funded Strategic Mapping, Inc. where he played an integral role in achieving annual revenue growth from $2 million to $35 million in four years.

César was born in Michoacán Mexico, grew up in Central & Southern California and has been a resident
of various rural and urban population centers in the U.S. He has accomplished business throughout
Latin America, Europe and Japan-including the formation of Geoscape affiliates in Brazil, Europe and Mexico. His passion for music includes immersion and performance in Afro-Caribbean percussion instruments. His personal and professional experience uniquely qualifies him as an expert in multicultural market intelligence.

Mr. Melgoza's experience is frequently drawn upon by leading publications such as the Wall Street Journal, Advertising Age, American Demographics and Hispanic Business Magazine and dozens of marketing conferences. Geoscape and now Latin Force firm hosts the annual Multicultural Marketing Summit—which has rapidly become the leading event of its kind.