Latino Equality Alliance • Sept 2021- Present • Los Angeles, CA

 

Board Chair

As Board Chair for LEA, I lead the nonprofit organization’s strategic and fundraising planning. Responsible for overseeing organization’s overall operations and management. Successfully established donor recognition program and increased board membership within first six months of appointment. 

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Estrella Media • Jul 2016- Jun 2021 • Burbank, CA

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VP, PR & Corporate Affairs

Successfully founded the Communications Department for the company and developed, and executed successful communications media strategies, using traditional, social media, and digital platforms, to increase brand equity and amplify publicity coverage for Estrella Media, and all of its media properties. Responsible for all brand reputation and issues management endeavors for the company. Successfully launched new shows and secured national and international media coverage. Responsible for talent relations and pitching new talent acquisitions to the entertainment press.
 

• Increased media presence by 80% for the company within six months

• Changed media coverage sentiment for the company from negative to neutral and positive by 90% within the first year of employment

• Surpassed the $25 Million mark in publicity value during my tenure

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Herbalife Nutrition • Jul 2005- Aug 2015 • Los Angeles, CA

 

Senior Director, Corporate Communications, North America

Responsible for all corporate and marketing communications, media, and community relations for both general and Latino markets in the North America region (U.S., Canada, and the Caribbean). Managed day-to-day media relations and crisis communications efforts for the region, including corporate social responsibility activities, as well as all new product launches, which garnered thousands of media impressions, including TV and radio interviews, as well as digital and print.

 

• Created a successful media training program for the company’s independent distributors

• Spearheaded innovative marketing and community outreach initiatives such as the Latin Billboard Music Conference & Awards, National Association of Hispanic Journalists Conference, health fairs, and brand integration campaigns on television (Herbalife brand integration on Televisa/Univision’s #1 smash hit series La Fea Más Bella, Mexico’s version of international sensation Ugly Betty

 

Director, Corporate Communications, LATAM

Successfully established all PR programs and contracted, and managed all PR firms in Mexico and South America. Responsible for all marketing and corporate communications for the US Latino market, Mexico, Central, and South America. Managed day-to-day operations related to all media relations and communications management efforts in Latin America, including employee communications, issues management, and public affairs.  Planned all communications strategies for the region, which generated thousands of media impressions in radio, broadcast, digital, and print for the company's top-level executives, corporate events and new product launches.

 

• Established over 20 Herbalife Family Foundation Casa Herbalife programs in the region and worked extensively with local non-profit organizations in managing relationships with the foundation

• Bilingual spokesperson for the company

• Successfully planned and executed over 50 consumer product launches in U.S. and Latin America

 

Univision Music Group • Nov. 2002-Jun. 2005 • Woodland Hills, CA

 

National Publicity Manager

Responsible for all national print and television publicity efforts for roster of recording artists in Hispanic and general market entertainment media.  Developed and implemented international media plans, wrote artist biographies, media alerts, news releases and other germane communications in English and Spanish.  Established solid relationships with international media outlets.  Pitched stories to national and international magazines, weeklies and dailies.  Created innovative promotional opportunities for recording artists during album launches to embed in local music scene, including the ideation and development of a national syndicated music segment for Univision Television. Managed the company’s web site content and responsible for Univision Music Group’s quarter highlight reports for the Univision Communications Board of Directors.  Coordinated all community affairs efforts and implemented all press conferences for artists.

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