April 10-11, 2024 // New York City

We are back in New York City on April 10-11 for the highly-anticipated HMC 2024 Annual Summit, the only Hispanic-centric conference developed by industry leaders with multicultural expertise. On the heels of releasing the most comprehensive study on the multicultural majority, IT’S TIME: The Growing Power of the Multicultural Majority, we will provide brands and marketers the very tools they need to ensure cultural and strategic relevance in today’s rapidly shifting marketplace.

Bookmark this page, check back for updates & mark your calendars!

Welcome Reception

Wednesday, April 10
6:00 p.m. to 7:30 p.m.

HMC kicks off its Annual Summit with a networking reception filled with executives of the biggest brands, media platforms, research firms and agencies.

Convene at One Liberty Plaza
1 Liberty Street
New York, NY 10006

For map information click here.

Sponsored by:



Who is coming? click below to view the attendee list!




Thursday, April 11
8:30 a.m. to 5:35 p.m.
8:30 a.m. to 9:00 a.m.
9:00 a.m. to 9:10 a.m.
Welcome Remarks

HMC Chair Isabella Sanchez, Vice President of Media Integration for Zubi, will kick off the 2024 HMC Annual Summit with her opening remarks.

9:10 a.m. to 9:40 a.m.
Summit Opener: Fireside Chat with Colgate-Palmolive North America

Colgate-Palmolive is a household staple for many U.S. Latino families and a brand pioneer in Hispanic advertising & marketing dating back nearly 40 years. Colgate has a long history of supporting Latino communities through targeted efforts, strategic partnerships, diverse leadership development, scholarships, as the founding sponsor of the Hispanic Dental Association (HDA), and its creation of Bright Smiles, Bright Futures® program, which provides free dental screenings and oral health education to people that need it most. In this fireside chat, you’ll hear from Diana Haussling, SVP & GM of Consumer Experience & Growth for Colgate-Palmolive North America as she shares brand highlights and key takeaways from this legacy brand.

Speaker: Diana Haussling, Senior Vice President & General Manager of Consumer Experience & Growth for Colgate-Palmolive North America

Moderator: Michael Roca, Executive Director at ELEVATE, Omnicom Media Group

9:40 a.m. to 10:15 a.m.
Mastering Multilingual Marketing: Building Brands Across Languages

Interested in learning how to optimize ad creative to reach and connect with Spanish- and English-speaking audiences, drive brand perceptions, and deliver on business outcomes? This session will provide an overview of Multicultural Marketing at TikTok, highlight recent research exploring the role of language as a creative lever in cultivating deeper connections with multilingual audiences, and showcase how clients can drive impact by better understanding the identity of this audience as well as their ad preferences.


  • Jennifer Rivera-Vega, Multicultural Head of Industry, TikTok
  • Jaclyn Williams, Research & Insights Manager, TikTok
  • Alicia Romero, Vice President, Brand Integrated Brand Communications and Cultural Relevancy, The Estée Lauder Companies
10:15 a.m. to 10:35 a.m.
Coffee Break
10:35 a.m. to 11:05 a.m.
AI & Creativity

It is critical for brand messaging to be reflective of the consumer, especially in the Hispanic marketplace where embracing culture-specific references and navigating the balance between AI creativity and human insight can drive impactful business results. This session, which features research and insights by Aki Technologies, will cover how brands can leverage this opportunity to ensure their creative will resonate with Latinos, what role can AI play, and what are the existing case studies that demonstrate the greatest ROI.

Moderator: Francisco Cardenas, Principal, Digital Strategy & Integration, LERMA/

Speaker: Risa Crandall, Senior Vice President, CPG & Alcoholic Beverages and Sales, Aki Technologies


11:05 a.m. to 11:55 a.m.
The Latino Vote

With a Biden/Trump rematch, what will it take to win the Latino vote? While Democrats have historically skewed multicultural when it comes to issues like social justice and immigration, Republicans are showcasing broader diversity in their candidates with today’s current events pushing the needle to the right. In this two-part session, NBC News & MSNBC National Political Correspondent Steve Kornacki–known for his famous white board– and the Anchor of Telemundo’s “Noticias Telemundo” Julio Vaqueiro will break down the data and trends. Then, GOP and Democratic strategists will discuss key issues facing Latino voters and what can we expect from upcoming campaigns, moderated by Juan Carlos López, U.S. Senior Political Director and Anchor of “DirectoUSA” for CNN en Español.


  • Steve Kornacki, National Political Correspondent, NBC News and MSNBC
  • Julio Vaqueiro, Anchor of Telemundo’s “Noticias Telemundo”

Moderator: Juan Carlos López, U.S. Senior Political Director and Anchor of DirectoUSA, CNN en Español


  • Adrian Saenz, Co-founder, Conexión
  • Giancarlo Sopo, Communications Strategist and Founder, Visto Media
12:05 p.m. to 12:35 p.m.
Fireside Chat with Constellation Brands

Constellation Brands, the largest beer import company in the U.S., carries beloved Latin American beer brands like Modelo, Corona, Pacifico and more. In fact, Mexican-made Modelo Especial has surpassed Bud Light to become the top-selling beer in the United States. In this fireside chat, Greg Gallagher, VP of Brand Marketing, Beer Division for Constellation Brands discusses the unique approaches and targeted campaigns the organization has taken to tap into the hearts of existing aficionados while expanding its reach to new consumers. He’ll also share valuable insights for businesses seeking to engage the Multicultural Majority, grow market share and make an impact across their target markets.

Moderator: Gian Pablo Kates, Vice President, NBCUniversal/Telemundo Group

Speaker: Greg Gallagher, Vice President of Brand Marketing, Beer Division, Constellation Brands

12:45 p.m. to 1:00 p.m.
Creative Campaign Launch
1:00 p.m. to 2:00 p.m.
2:00 p.m. to 2:30 p.m.
PEPSI: 2024 HMC Marketer of the Year

Pepsi joins Ford, Kellogg’s, McDonald’s, Molson Coors, Nestlé, Sprint, State Farm, Toyota and Walmart as the winner of the 2024 HMC Marketer of the Year! 

In 2016, Pepsi Beverages North America made the strategic decision to create the Hispanic Business Unit.  The team works closely with its advertising agency of record alma, communications, social and influencer agency of record BODEN and media agency of record Omnicom Media Group (OMG) to produce groundbreaking general market and culture forward work. The brand consistently ensures that the right insights, leveled-up creative and integrated activations permeate across the entire organization.

In this session, you’ll hear how leading with cultural acumen, fostering Hispanic creativity and leveraging the right cultural insights and partnerships has led to brand growth and a loyal base of aficionados.

Speaker: Esperanza Teasdale, VP & General Manager, Hispanic Business Unit, PepsiCo Beverages North America

Moderator: Steve Mandala, Chief Revenue & Local Media Officer, Estrella Media

2:30 p.m. to 3:05 p.m.
The Financial Impact of the Latino Investor

Americans under 35 are now a multicultural majority–with the under 50 segment close behind. Gone are the days of marketing to the unbanked. Today’s financial services and investment firms have a savvy Latino client to win over. What insights are driving the marketing strategies of firms? What are the key intersection points between cultural touch points, financial planning and wealth building?

Moderator: Beatriz Acevedo, CEO and Co-Founder, Suma Wealth


  • Raul Anaya, President of Business Banking & President of Greater Los Angeles, Bank of America
  • Ileana Musa, Managing Director and Head of National Sales & International Banking and Lending – Private Banking Group, Morgan Stanley Private Bank, National Association
3:05 p.m. to 3:20 p.m.
Coffee Break
3:20 p.m. to 3:55 p.m.
From "Se Habla Español" to In-Culture Marketing in 25 Years

This year Círculo Creativo, an organization dedicated to supporting creativity in the U.S. Hispanic advertising market, celebrates its 25th Anniversary. Featuring a panel of distinguished and award-winning creative directors, this session will explore how marketing strategies have transformed to connect authentically with Hispanic consumers, from a focus on language to an emphasis on culture.

Moderator: Jessica Ricaurte, Chief Revenue Officer, Adsmovil


  • Aldo Quevedo, CEO & Creative Chairman, BeautifulBeast
  • Pablo Buffagni, Founder, BBQ Agency
  • Veronica Elizondo, Chief Creative Officer, Conill
3:55 p.m. to 4:30 p.m.
2024 HMC Strategic Excellence Awards: Gold Winners

This much-anticipated session will showcase the gold winners of the HMC Strategic Excellence Awards Powered by Collage Group, the only award honoring the best account planning teams in Hispanic marketing who have created effective campaigns built on cultural fluency.

This session features an in-depth conversation between Collage Group’s Victor Paredes, Chair of the HMC Strategic Excellence Awards Committee, and a panel of judges, including jury president Marissa Solis, SVP of Global Brand & Consumer Marketing for National Football League, on what made each of the submissions compelling, courageous and creative.

Moderator: Victor Paredes, Executive Director of Multicultural Strategy, Collage Group

Panelist: Marissa Solis, Senior Vice President of Global Brand & Consumer Marketing, National Football League

4:30 p.m. to 5:00 p.m.
Fireside Chat with JPMorgan Chase CMO Carla Hassan

JPMorgan Chase is harnessing its expertise in business, policy and philanthropy with a $30 billion commitment by the end of 2025 to drive an inclusive recovery, support employees and break down systemic barriers. By investing in and supporting Latino communities, the financial institution is promoting a pathway to education, wealth building, business growth and community development.

Moderated by Steven Wolfe Pereira, EVP & Chief Client Officer at TelevisaUnivision, this session will feature an interview-style conversation with Carla Hassan, Chief Marketing Officer, JPMorgan Chase. She’ll discuss the career-building fellowships, internships, small business and wealth-building initiatives supporting the Latino community. She’ll also talk about the findings from JPMorgan Chase’s new wealth management study, which found that Black and Latina women report increased confidence in investing knowledge and are key drivers of building generational wealth.

Moderator: Steven Wolfe Pereira, EVP & Chief Client Officer at TelevisaUnivision

Speaker: Carla Hassan, Chief Marketing Officer, JPMorgan Chase

5:00 p.m. to 5:30 p.m.
A View from the CMO's Box Seats with Dallas Mavericks CMO Iris Diaz

HMC is proud to not only have a powerhouse CMO but also one of the few women at the top of a successful sports franchise. Iris Diaz, Chief Marketing Officer, Dallas Mavericks will share some of the fun and innovative initiatives the Mavericks use to engage fans in a market that is a multicultural majority, in addition to insights and strategies that even non-basketball followers can leverage.

Moderator: Pedro Lerma, CEO & Founder, LERMA/

Speaker: Iris Diaz, Chief Marketing Officer, Dallas Mavericks

5:30 p.m. to 5:35 p.m.
Closing Remarks


Convene at One Liberty Plaza
1 Liberty Street
New York, NY 10006

For more information, including transportation, click here.

For map information click here.



We have partnered with the Millennium Downtown New York for special summit attendee rate at $289 plus taxes. Click here to book by April 4th!

Convene have partnered with a third party agency LM Media Worldwide, who offers a complimentary hotel sourcing service to their clients. Click HERE to fill in your hotel room requirements, and a member of the LM Media team will be in touch with you directly.

Registration is CLOSED

Regular Pricing (SOLD OUT)

March 9 to April 8

Includes: Welcome Reception on 4/10, all sessions on 4/11, continental breakfast, coffee breaks and lunch

Members $800
Additional members $600
Non-members $1,200

Special Pricing (SOLD OUT)

For groups of 4 or more or students:

For pricing, contact info@hispanicmarketingcouncil.org

For media inquiries, contact jennifer@bigvoicecomm.com

* Photo ID will be required for each attendee when entering the venue and for collecting a badge onsite.


For questions email us at: registration@hispanicmarketingcouncil.org

“HMC is committed to providing an inclusive environment and, in compliance with the Americans with Disabilities Act, will honor requests for reasonable accommodations made by individuals with disabilities.  Requests can be served more effectively if notice is provided at least 8 days before April 10. Direct accommodation requests to Fulvia Lee at flee@hispanicmarketingcounci.org.”


* Cancellation, Refund & Substitution Policy
If circumstances change and you can no longer attend this summit, you may cancel your registration by providing written notice via email at registration@hispanicmarketingcouncil.org. Registrations may be refunded in full, if a cancellation is made in writing up to 45 calendar days prior to the in-person summit start date. A refund of all fees, minus a $100 administrative fee, will be given for cancellations received by March 14, 2024. Cancellations received after the cancelation cutoff date or nonattendance will not be refunded. Substitution of registrations may be made at any time up to the summit start date. All substitutions must be approved and will be at HMC discretion. Sharing of attendee badges/credentials is not permitted at any time.

Speaker Information

Isabella Sanchez

Vice President of Media Integration

As Vice President of Media Integration, Isabella oversees all Hispanic strategic media planning and execution for Zubi’s clients, as well as new business development efforts.

She has over 30 years of Hispanic media experience working with many of the largest marketers in the US Hispanic market.

Her passion for marketing to diverse audiences is evidenced in her commitment to always elevating the industry profile, while helping marketers understand and capitalize on the biggest growth opportunity in the US.

Her mantra of “in constant pursuit of the perfect balance between art and science” demonstrates her passion for cultural connections, creative innovation and applying the latest technology to measure and optimize performance.

Isabella is considered a thought-leader in the Hispanic marketing industry and is often called upon to share her insights and experiences in industry conferences and trade publications.

She currently serves as Chair and Executive Board Member  for the Hispanic Marketing Council, Advisory Board member for Texas Tech University’s Institute for Hispanic and International Communication and serves on the South Florida March of Dimes Board.

Diana Haussling

Senior Vice President & General Manager of Consumer Experience & Growth
Colgate-Palmolive North America

Diana Haussling is a bold leader in e-commerce, marketing and sales, known for her breakthrough thinking and transformative approach. Utilizing her deep expertise, she has driven performance at four Fortune 400 companies, leveraging data and consumer insights to engage consumers, fuel brand connection and significantly increase sales.

In her current role as Senior Vice President & General Manager, Consumer Experience & Growth, Diana leads the North America Marketing, Digital Commerce and Direct To Consumer (DTC) efforts, advancing critical functions including, integrated marketing, eCommerce, insights, analytics, revenue growth management, and CRM & loyalty. In her previous roles as VP – GM Digital Commerce, she established the digital commerce growth strategy, strengthening the P&L and delivering record sales across Amazon and omni commerce retailers.

Before joining Colgate – Palmolive, Diana was the Vice President of Ecommerce & Shopper Marketing for Campbell, she led the strategic vision for the eCommerce ecosystem, Consumer Promotion, and Omni Shopper Marketing. She spearheaded the development of ownable and breakthrough brand initiatives, shopper marketing platforms, and digital commerce strategies delivering record accelerated eCommerce growth. Prior to Campbell, Diana worked at General Mills and began her career with the Hershey Company in progressive marketing and sales positions.

Michael Roca

Executive Director
ELEVATE at Omnicom Media Group

As Executive Director of ELEVATE at Omnicom Media Group, Michael Roca advocates for a more equitable media and marketing ecosystem by highlighting the business imperative of engaging diverse segments.  He has also helped marketers such as Diageo, Google, and P&G diversify the mix of their media partnerships by shining a light on the capabilities of diverse owned, operated, and targeted media.  He has a proven track record of success in building culturally relevant and effective media strategies that drive brand growth and loyalty among diverse segments.

He holds a BA in Communications from St. John’s University and an MBA from Nova Southeastern University.  Michael also advances DE&I causes on the corporate front as the executive sponsor of OMG’s Hispanic/Latin BRG while also sitting on the board of directors of the Hispanic Alliance for Career Enhancement (HACE), Hispanic Marketing Council (HMC), and the advisory councils of the Hispanic Scholarship Fund (HSF), and the Center for Hispanic Marketing Communication at Florida State Univiersity.

Michael resides in America’s most vibrant and eclectic city, Miami, with his wife and their three children.

Jennifer Rivera-Vega

Multicultural Head of Industry

Jennifer Rivera-Vega is the Head of Multicultural for TikTok’s Global Business Solutions. In this role, she works at the intersection of sales, product, insights and policy to help brands meaningfully connect with today’s largest growing audiences. She is an advocate for a new era in multicultural marketing rooted in affinity, rather than demographics. Prior to this role, Jennifer led TikTok’s Growth Accelerator Team, helping mid-market brands grow their businesses through TikTok’s ad products. 

Jennifer joined TikTok in 2020, with over thirteen years of experience across marketing, sales and strategic planning. Prior to TikTok, she worked at Omnicom and WPP firms as well as several start-ups. Today, she calls Chicago home, but was born in Puerto Rico, raised in Philadelphia. Jennifer received her MBA from the University of Texas at Austin where she has guest-lectured on topics including market research, monetization strategy, and go-to-market strategy.

Jaclyn Williams

Research & Insights Manager

Jaclyn Williams is a Research & Insights Manager within the Marketing Science team at TikTok. Her team specializes in providing scientifically backed knowledge to help brands understand audiences on the platform and TikTok’s role in the consumer purchase journey to drive strategic business decisions. 

Jaclyn joined TikTok in 2021 with a decade of experience in market research and consumer insights. Prior to her time at TikTok, Jaclyn developed a diverse mixed methodology background in quantitative and behavioral science research, working for global clients across a variety of industries including Media & Entertainment, Consumer Packaged Goods, Retail, and e-commerce.

Alicia Romero

Vice President, Brand Integrated Brand Communications and Cultural Relevancy
The Estée Lauder Companies

Alicia Romero is Vice President, Brand Integrated Brand Communications and Cultural Relevancy at The Estée Lauder Companies. She has spent nearly 20 years working on global beauty brands and has expertise in marketing, brand positioning, inclusivity and diversity, business development, and product innovation. Her career highlights include working on powerful storytelling content, creating and launching new products for major beauty brands, developing private equity beauty brands, working on live television, and selling on QVC. 

In her current role at The Estée Lauder Companies, she innovates breakthrough marketing strategies, pioneering the way that diverse communities are reflected in prestige beauty. Alicia, a first-generation Mexican American, raised in Phoenix, Arizona. She is passionate about recognizing subcultures that allow individuals to see themselves— moving beyond superficial ethnic stereotypes. All her experiences have allowed Alicia to define her personal brand and affirmation, “Viva Vibrant: Life is More Beautiful in Color”. 

Alicia graduated from Pepperdine University and currently resides in Phoenix, Arizona with her husband and daughters.

Francisco Cardenas

Principal of Digital Strategy & Integration

Francisco C. Cárdenas has had his fair share of contributions to the digital marketing domain, currently leading as the Principal of Digital Strategy & Integration at LERMA/, a Dallas, Texas-based advertising agency celebrated for its multicultural roots and consecutive accolades as ADAGE’S Small Agency of the Year. His tenure at LERMA/ is distinguished by spearheading digital strategy for eminent brands such as Avocados from Mexico, Dr Pepper, and Metro by T-Mobile driving notable campaigns including Avocados From Mexico’s impressive streak in Super Bowl advertising.

Embarking on his advertising career in Mexico City with stints at GibertDDB and JWT, Francisco’s journey reflects a rich blend of cultural and professional versatility. His academic pursuits led him from the University of Texas at Austin to the Universidad Europea de Madrid, where he earned an MBA in Sports Marketing & Management. This international experience paved the way for innovative digital projects with European Football entities, showcasing his ability to merge creativity with strategic marketing.

Francisco’s entrepreneurial spirit shone through as he founded a creative agency in Mexico City, securing accounts like Sanofi aventis. He later joined the leadership at Lead2action which further exemplified his skill in enhancing agency capabilities and crafting memorable digital experiences for brands including Audi and Old Spice, culminating in the agency’s acquisition by Publicis Groupe.

Returning to Dallas, Francisco’s strategic prowess was instrumental at Dieste Inc., where he directed digital strategies for AT&T and Heineken among others, achieving multicultural market success and earning prestigious awards such as Cannes Lions and Clios. His extensive brand portfolio also includes José Cuervo, McDonald’s, and Pepsi, underscoring his creative versatility and industry impact. Francisco’s career is adorned with industry recognitions including Cannes, Clio, and ADDY Awards, marking his enduring influence and commitment to excellence in advertising and digital strategy.

Risa Crandall

Risa Crandall, Senior Vice President, CPG & Alcoholic Beverages and Sales
Aki Technologies

Risa Crandall is a leader in technology, paving the way in mobile, AI, connected home, CTV to bring clients solutions that will move their brands forward and drive sales. As a technology leader Risa has motivated, energized and educated the industry on personalization and performance marketing. At Crisp mobile Risa was one of the “founding five” … building the company from a client centric idea to a strong, robust business driving the national team forward. Risa’s industry roles include Co-Chair of the ANA Commerce Committee, Member of Chief, Women of Excellence winner and CPG Guys podcast guest and speaks frequently to inspire and educate on the power of technology. In 2022 Risa and Jennifer Silverberg launched the CPG Scoop podcast as a line extension from the CPG Guys, interviewing marketers to inspire and educate.

Risa as the SVP of CPG Bev Alc Strategy + Sales at Aki Technology brings her 20+ years in CPG and Digital experience to Aki, with creative, original, problem-solving sales leader, personifies an innovative spirit. With a deep knowledge about advertising technology, expertise in the mobile marketing white space, and a listening, perceptive and positive communicative style, she guides clients to digital commerce performance.

Steve Kornacki

National Political Correspondent

Steve Kornacki is a National Political Correspondent for NBC News & MSNBC, reporting on the latest political developments across all platforms. For MSNBC’s election coverage, Steve consistently provides real-time analysis of voting patterns, exit polls, and electoral data. During the 2022 midterm election, Kornacki drew praise for his performance at the Big Board with The Washington Post Magazine calling him “MSNBC’s data maven for clarity” and “a beacon for those who turn on MSNBC on election night.”

Following his success during the 2020 election season, Kornacki took his talents to NBC Sports’ Football Night in America and Sunday Night Football to break down the evolving NFL playoff picture.

Kornacki is the author of “The Red and the Blue: The 1990s and the Birth of Political Tribalism.” He also served as host of two NBC News limited series podcasts – “Article II: Inside Impeachment” and “The Revolution with Steve Kornacki.”

Previously, Kornacki hosted the 4 p.m. hour of MSNBC Live, the Monday edition of MTP DailyUp with Steve Kornacki on Saturdays and Sundays and was a co-host on MSNBC’s The Cycle. Prior to MSNBC, he wrote for the New York Observer, covered Congress for Roll Call, and was the politics editor for Salon.

Kornacki also spent three years in New Jersey, chronicling state politics and co-hosting a weekly show on News 12 New Jersey, a 24-hour cable news channel.

His work has also appeared in the Wall Street Journal, New York Times, New York Daily News, New York Post, Boston Globe, Daily Beast and at Capital New York, where he’s written a series of deeply-researched profiles of prominent New York political figures. He is a native of Groton, Mass. and graduated from Boston University.

Julio Vaqueiro

Anchor of "Noticias Telemundo"

Julio Vaqueiro is an award-winning journalist and anchor of “Noticias Telemundo,” the network’s flagship newscast which is consistently a leading broadcast evening news program for Hispanics regardless of language. He also leads Noticias Telemundo’s special reports, breaking news and political coverage.

Vaqueiro was named the main anchor of Noticias Telemundo in September 2021 after anchoring the late-night weekday editions of the “Noticias Telemundo” newscast.

A leading bilingual broadcast journalist, Vaqueiro has covered some of the most important stories in recent years, including the coronavirus pandemic, the 2020 presidential election, the 2022 midterm elections, the humanitarian crisis in Europe triggered by the Russia-Ukraine war and the Israel-Hamas conflict.

Vaqueiro co-anchored Noticias Telemundo’s live primetime 2022 midterm election night coverage and reported extensively from the campaign trail. He also appeared on Meet the Press to discuss U.S. politics.

Noticias Telemundo’s signature newscast frequently features his on–the-ground reporting. He has sat down for in-depth interviews with a broad range of newsmakers including U.S. President Joe Biden and Pope Francis.

Vaqueiro has been recognized with numerous honors including an Emmy Award. In 2022, he was named to Adweek’s “Young Influentials” list which recognizes people under 40 who are advancing innovation and creativity across media and tech. The Hollywood Reporter recognized Vaqueiro in 2023 as one of the leading Latinos in film, TV and music.

Vaqueiro joined Telemundo’s national news network in 2017 as co-anchor of the weekend newscast, “Noticias Telemundo Fin de Semana.” He was previously a co-anchor at Telemundo’s owned and operated station KVEA – Telemundo 52 in Los Angeles.


Before moving to the United States, Vaqueiro worked as a reporter and anchor at Efekto TV in Mexico City. He also worked as a Mexico City correspondent for the newsmagazine “Al Rojo Vivo” and collaborated with MSNBC as a contributor.

He earned his bachelor’s degree in communications from Universidad Anáhuac del Norte in Mexico City.

Juan Carlos López

U.S. Senior Political Director and Anchor of DirectoUSA/Choque de Opiniones
CNN en Español

Juan Carlos López is a U.S. Senior Political Director and Anchor of DirectoUSA/Choque de Opiniones in Washington D.C.

López first contributed to CNN as a reporter in 1993. He anchors Directo USA, a daily show that airs from 5-6pm ET from Monday to Friday. Directo USA covers the headlines generating the most interest in the U.S., with in-depth interviews and analysis on how they will affect viewers throughout the Americas.  In addition, López anchors Choque de Opiniones, a weekend show that airs every Sunday at 9am ET. This show is based on dynamic discussions with VIP weekly guests that are both informative and interesting and it is broadcast from Washington, D.C.

Since joining CNN en Español full time in 2000, López has covered important stories including the September 11 terrorist attacks from New York, the Elian González custody dispute between Cuba and the United States, the FBI’s eviction of protesters from the U.S. weapons depot on the island of Vieques in Puerto Rico, and the United Nation’s Millennium Summit. He also reported from George W. Bush’s campaign headquarters in Austin, Texas during the night of the historical 2000 U.S. presidential elections and covered the controversial and prolonged vote recount from Florida. He has covered stories of international relevance such as the elections of the United States, the aftermath of the Haiti earthquake in January of 2010, and previously, he covered meetings of the United Nations Organization prior to the war in Iraq, and also reported from Kuwait during the war. Moreover, he has covered California’s Gubernatorial election, Hurricane Isabel from North Carolina and the FTAA Summit in Miami. López has also visited Colombia where he covered President George W. Bush’s visit to the country in 2006, and the visit of President Barack Obama to Latin America as part of the White House travel pool.

In addition, López has landed outstanding interviews in Washington D.C. with President Barack Obama, President George W. Bush, President Bill Clinton, Secretary of State Hillary Clinton, Secretary of State Condoleezza Rice, Senator Mel Martínez, the late Senator John McCain, former Secretary of Homeland Defense, Michael Chertoff, Senator Christopher Dodd, and former Secretary of Commerce Carlos Gutierrez, among others. López also covered the U.S. presidential elections, the Democratic and Republican National Conventions from Denver, Colorado and St. Paul, Missouri, and the presidential inauguration from Washington D.C. López interviewed Venezuela’s late President Hugo Chávez, former First Lady Michelle Obama, former First Lady Laura Bush, the ex US Secretary of State, Colin Powell, director Oliver Stone, the deposed President of Honduras Manuel Zelaya, interim President Roberto Micheletti, and President Porfirio Lobo, among others.

López leads CNN en Español’s on-air U.S. political coverage with Voto Latino, a franchise that covers the road to U.S. elections. Also, Lopez was part of the panel of the first Democratic Presidential Debate in October 2015, on the way to the 2016 Primary Elections.

Before joining the network, López freelanced for CNN en Español and CNN International, reporting on a variety of events from Colombia. In addition, he participated in CNN’s International Professional Program and has served as a contributor for the program CNN World Report.

Previously, López worked as a news anchor and reporter for Noticiero de las 7 in Bogotá, Colombia, covering stories such as the Armenia earthquake and the massive kidnapping of civilians by leftist rebels in Cali, Colombia.  He also served as a reporter for WLTV Channel 23 in Miami, Florida where he was nominated for an Emmy.

A native of Bogotá, Colombia, López has a Bachelor of Arts in Journalism from the Universidad Javeriana in Bogotá. He also completed studies at Gabriel García Marquez’s Fundación Nuevo Periodismo Iberoamericano in Cartagena, Colombia, and the Poynter Institute in St. Petersburg, Florida. He is fluent in Spanish and English.

Adrian Saenz


Adrian Saenz is the co-founder of Conexión, a political and public affairs agency based in Washington D.C. He previously served as Special Assistant to the President and Deputy Director of the White House Office of Public Engagement. Prior to joining the Biden-Harris Administration, Adrian served as a Senior Advisor on the Biden for President campaign, overseeing strategy and implementation of the Latino mail and paid media programs, the largest components of an over $125 million Latino voter engagement program.

A senior level manager, Adrian has experience developing strategic legislative, advocacy and electoral campaigns; managing staff and consultant teams; and leading stakeholder engagement, coalition building and partnerships with federal, state, and local leaders. He has led political independent expenditure campaigns for the Latino Victory Project, BOLD PAC, Forward Majority, Emily’s List, the DCCC, the Texas House Democratic Campaign Committee and has consulted for private sector and non-profit clients ranging from River LA and the American Bankers Association to the National Association for Latino Community Asset Builders and NBCUniversal Telemundo Enterprises.

Adrian also previously served as Senior Advisor to President Obama in the White House Office of Intergovernmental Affairs where he managed relationships with Governors, legislators, and other state elected officials, and developed the State Policy Project, an initiative focused on advancing the President’s domestic policy agenda via state legislatures. He also served as a Continuity of Government Plan team lead in two Administrations and as the in-state coordinator of the White House 2014 Ebola outbreak response.

A Board Member of Giffords-Courage to Fight Gun Violence, participant in the White House Presidential Leadership Workshop and former president of the Congressional Hispanic Staff Association, Adrian also spent nearly a decade on Capitol Hill as a Chief of Staff and Communications Director.  He is a veteran of four presidential campaigns, serving on both Obama-Biden campaigns — as State Director in 2008 and as the National Latino Vote Director in 2012.  His experience also includes serving as Executive Vice President of the Latino Victory Project, Constituency Director for the Obama-Biden Presidential Inaugural Committee, and as the National Field Director and Latino Vote Director for the Democratic Congressional Campaign Committee.

Giancarlo Sopo

Communications Strategist and Founder
Visto Media

Giancarlo Sopo is a seasoned communications strategist and founder of Visto Media, specializing in helping leaders engage diverse Hispanic audiences. Born and raised in Miami, Giancarlo has a rich background advising corporations, elected officials, non-profits, and presidential campaigns throughout the United States. His expertise came to the forefront during the 2020 elections, where he spearheaded President Trump’s successful Hispanic advertising efforts, notably creating its memorable “Voy a Votar Por Trump” salsa-themed ad. Outside of politics, Giancarlo indulges in his passion for cinema, contributing film analysis and reviews to various publications. You can find him on X at @GiancarloSopo and on Letterboxd.

Gian Pablo Kates

Vice President
NBCUniversal/Telemundo Group

In this role, he oversees all of the Southeast’s advertising sales for Telemundo Network, Telemundo.com and Universo Cable. Additionally, he manages the strategy, commercial innovation and integrated monetization of all tent poles for Telemundo Enterprises.

He is an experienced and versatile media executive with 25+ years of network, spot TV, interactive sales and branded entertainment experience.  Prior to joining Telemundo, Gian Pablo was Regional Sales Manager for Spanish Broadcasting System Radio where he managed sales for its four largest stations in South Florida.

Having attended Florida International’s School of Marketing, as well as Wharton’s School of Business and IAB trained, Gian Pablo has a strong grasp on research, cultural insights, strategic planning and their respective impacts on marketers’ “Key Performance Indicators”. His experience, business acumen and certifications in “Building Essential Leadership Skills” and General Electric’s Green Belt Training have earned him speaking appearances for fortune 500 Companies, and Universities such as Florida International University and University of Miami.

Greg Gallagher

Vice President of Brand Marketing, Beer Division
Constellation Brands

Esperanza Teasdale

VP & General Manager, Hispanic Business Unit
PepsiCo Beverages North America

Esperanza Teasdale is the Vice President and General Manager Hispanic Business Unit (HBU) for PepsiCo Beverages North America (PBNA), responsible for the overall Hispanic strategy, engagement and sales for the company’s $2 billion Hispanic business portfolio in North America. In her role, she aims to elevate PepsiCo as the best-loved food & beverage company among U.S. Hispanics by engaging their hearts and minds through an authentic voice.

Esperanza began her extensive career at PepsiCo as a Brand Manager, and over the past 20 years, has demonstrated excellence in a range of roles driving business results across brands including Pepsi, Propel, Aquafina and Lipton to name a few. Before joining the HBU, she led the shopper marketing agenda for 7-Eleven and Circle K where she successfully led Joint Business Planning, delivered innovative shopper marketing solutions, and accelerated business results. She is a proud founder of the PepsiCo Demand Accelerator, where she helped build the shopper marketing capability and drive commercial results with retailers. Under the leadership of Esperanza, PepsiCo’s core brands have accelerated revenue growth while transforming the marketing experience.

Under her leadership, in 2021, PepsiCo announced Juntos Crecemos (Together We Grow), a $50 million platform aimed at strengthening Hispanic-owned businesses, specifically restaurants, bodegas and carnicerías (meat markets), addressing foundational business challenges, and supporting business growth over the next five years. Juntos Crecemos is part of PepsiCo’s Racial Equality Journey Hispanic Initiative, a $172 million set of commitments launched in October of 2020 to uplift Hispanic communities and businesses, and increase representation at all levels within PepsiCo.

Esperanza has a legacy of growing talent, and is recognized as a leader in driving Diversity and Engagement. She is the executive sponsor of the Adelante employee resource group for PBNA. Before launching her marketing career, Esperanza worked as an Industrial Engineer at Bestfoods and early marketing career at Unilever.

 Esperanza was born in Long Island, NY and is a first-generation Ecuadorian/Colombian daughter to Pablo and Esperanza Escobar. She is married to Jeff Teasdale and has two children.  She enjoys yoga, traveling and spending time with family. She is a graduate of Rutgers University, College of Engineering and The University of Connecticut, MBA.

She is a board member for two non-profits that are focused on youth leadership development and senior adult wellbeing: Kids Helping Kids and The Stamford Senior Center. She is also a member of the Stamford Hospital Patient and Family Advisory Committee.

Esperanza was recently a guest writer for AdAge and received multiple industry and internal awards for her work.  She was honored with a 2022 ‘Female Frontier’ award by Campaign US in their Championing Change category, a program that celebrates female leaders and rising stars breaking boundaries in a historically male-dominated industry. In 2021, she was also named to People en Español’s ‘25 Most Powerful Women’ Poderosas list.

Beatriz Acevedo

CEO and Co-Founder
Suma Wealth

Beatriz Acevedo is a trailblazing force in media and entrepreneurship, dedicated to reshaping narratives and championing the next generation of Latino leaders. With a journey beginning as an 8-year-old radio announcer in Mexico, Beatriz’s rise saw her moving to the U.S. in her early 20s, already having earned 3 Emmys, an MTV award, and a media correspondence award.

Her prolific career has not only garnered acclaim, with features in NBC News, Forbes, Fast Company, Fortune, and The Wall Street Journal, but also significant financial success, raising over $55 million for ventures that bolster media representation and economic empowerment. However, it’s Beatriz’s unwavering commitment to access, representation, and inclusivity that truly fuels her drive.

A regular commentator on CNN, Beatriz discusses entrepreneurship, while her op-eds in the Los Angeles Times and Business Insider shine a light on the Latino community’s invaluable contributions to the American economy. Her insights are further amplified through guest appearances on platforms like Guy Raz’s “How I Built This”, Eva Longoria’s Connections Podcast, and LinkedIn News “Hello Monday”, and keynote addresses from The White House to Cannes Lion and SXSW.

Honored among Wired Magazine’s 100 Global Leaders and Forbes’ 50 over 50, Beatriz uses her position to elevate Latino voices. Serving on boards like Beneficial State Bank, the Latino Community Foundation, and the 2028 Los Angeles Olympic Committee, she provides a unique bicultural entrepreneurial perspective. As an advisor to the Small Business Administration, The Annenberg Foundation’s Pledge LA, and Delta Airlines, she champions diversity as a crucial business imperative.

Beatriz leads the Acevedo Foundation, initiated by her father in Mexico and now under her guidance in the U.S., focusing on education, media representation, economic justice, and access to capital for Latino entrepreneurs and leaders. As CEO and Co-founder of SUMA Wealth, she’s tapping into a $182B opportunity, combining financial tools with culturally relevant education to cater to young U.S. Latinos, leading to collaborations with the world’s largest financial institutions.

For Beatriz, the journey is about more than business metrics. It’s about crafting legacies, nurturing communities, and championing representation, with an unwavering goal of making an enduring impact on the world.

Raul Anaya

President of Business Banking & President of Greater Los Angeles
Bank of America

Raul A. Anaya is president of Business Banking, one of Bank of America’s eight lines of business, and is a member of the company’s executive management team. He leads a nationwide team that serves mid-sized U.S.-based companies with annual revenues between $5 million and $50 million, by delivering strategic financial advice and solutions to help companies grow, improve cash flow and invest for the future.

In addition to his responsibilities as president of Business Banking, Anaya serves as president of Bank of America for Greater Los Angeles. In this capacity, he serves as the enterprise leader for Los Angeles, leading integration of Bank of America’s business lines to ensure delivery of the full breadth and depth of the bank’s global financial services to more individuals and businesses locally. He also oversees the bank’s local corporate and social responsibility activities, including philanthropic giving, community development lending and investing, environmental initiatives, diversity efforts, arts and culture projects, and employee volunteerism for the bank’s 6,000 associates that work in the Greater Los Angeles region.

Anaya joined Bank of America in Houston in 1989. Most recently, he led Global Commercial Banking teams as Pacific Southwest region executive, and he was previously the market executive for the Greater Los Angeles, Arizona, and South Texas markets.

Anaya advises Bank of America’s Hispanic-Latino Executive Council, which consists of the bank’s 300 most senior Hispanic-Latino bank executives in the U.S. The council helps develop and advance the bank’s Hispanic-Latino employee base and helps grow the bank’s leading market share position within the U.S. Hispanic-Latino markets.

Anaya is also a member of Bank of America’s Global Diversity & Inclusion Council, which is chaired by the bank’s CEO and includes senior executives across the company to drive diversity initiatives and foster an inclusive environment at the company.

Active in the business community, Anaya serves on the boards of the Los Angeles Area Chamber of Commerce (past Chair), the AltaMed Health Services Foundation (past Chair), UCLA Mattel Children’s Hospital, and the Smithsonian’s National Museum of the American Latino in Washington D.C. Anaya is also a member of the Angeleno chapter of YPO Gold.

Anaya earned a bachelor’s of business administration in finance from the University of Texas at Brownsville.

Ileana Musa

Managing Director and Head of National Sales & International Banking and Lending – Private Banking Group
Morgan Stanley Private Bank, National Association

Ileana Musa is the Head of National Sales and International Banking and Lending for Morgan Stanley Private Bank. In her role she leads a large-scale sales operation of Private Bankers and International Lenders who partner strategically with Financial Advisors and Private Wealth Advisors to deliver cash management and lending solutions to clients around the globe. Most recently she lent her talent to co-heading Morgan Stanley’s International Wealth Management business. Ileana is a member of Morgan Stanley’s Wealth Management Committee, Wealth Management Operating Committee, Latin America Management Committee, and the U.S. Banks Management Committee. Ileana co-chairs the Enterprise Latino Employee Network and is the Executive Sponsor of the WM LatinX forum. Additionally, she serves as a trustee on the Morgan Stanley Foundation Board.

Prior to joining Morgan Stanley, Ileana was the Global Client Segment and Strategy Executive for Merrill Lynch Wealth Management. In this capacity, she focused on helping international financial advisors ensure the delivery of a consistent, goals-based wealth management experience for international high net worth and ultra-high net worth clients. Prior to this role, Ileana was head of International Credit and Banking within Bank of America’s Global Wealth & Investment Management (GWIM) Banking group. In this role, she led the teams that supported and delivered integrated liquidity, cash management and lending solutions and services to financial advisors and high net worth clients in Latin America, Asia and Europe.

Ileana held several leadership roles in the domestic, international, and affluent banking platforms at Bank of America and JPMorgan Chase, where she lent her talent to growing their cross-border wealth management businesses.

Ileana received her BBA, with a concentration in finance, from the University of Miami and an MBA in finance from Florida International University. Ileana is fluent in Spanish, is FINRA-registered and is Six-Sigma Greenbelt certified.

Ileana was recently appointed to the Smithsonian National Museum of the American Latino Board of Trustees and sits on the Girl Scouts National Board (GSUSA) and the corporate advisory board of the Association of Latino Professionals for America (ALPFA).

Ileana is the recipient of the 2023 Lifetime Achievement Award from the Association of Latino Professionals for America (ALPFA). She was named to the 100 Latinas by Latino Leaders in 2023 for the second year in a row and was the recipient of the 2022 Latino Leaders Maestro Award in the Category of Professional Achievement. She was recognized by Bloomberg in 2022 among the 500 most influential Latinos in Latin America and has been named by ALPFA as one of the Most Powerful Latinas for four years in a row. Ileana was also named to the Red Shoe Movement 2021 Hall of Fame for leading transformational change that impacts diverse communities. She was named one of the Top 20 U.S. Offshore Women Leaders 2020 by Citywire and one of the Top 100 Most Influential Latinas in 2020 by Latino Leaders. She was selected to the 2019 MAKERS class of Morgan Stanley Wealth Management and given the 2019 Latina Trailblazer Award by Latino Justice in honor of her professional and personal achievements in opening doors and new opportunities for other professionals. In 2015, Ileana was named one of the Top 10 Corporate Executives by Latina Style magazine.

Ileana Musa is employed by Morgan Stanley Private Bank, National Association, Member FDIC

Aldo Quevedo

CEO & Creative Chairman

If one trait distinguishes Aldo, it’s his passion for great ideas that are relevant and memorable.

Having worked in advertising for more than two decades, Aldo brings a depth of experience in connecting people with brands. Yet he still gets excited about every new assignment as if it were his first. He believes the best work comes from a constant dedication to solving clients’ challenges. And on any given day, Aldo can be heard focusing and inspiring his team to excel on every project.

Raised by a strong, independent single mother, Aldo learned the value of outstanding leadership at an early age. Today, whether in his role as a father, board chairman, founding member of Círculo Creativo, or CEO at BeautifulBeast, he blazes trails wherever he goes. In fact, Aldo was the first Mexican inductee into the American Advertising Federation’s Hall of Achievement® and the first Mexican to win a Cannes Lion and the Grand Award at the New York Festivals.

A native of Cuernavaca, Mexico, Aldo speaks Spanish, English, and some Portuguese. But his true fluency lies in translating complex marketing challenges into effective, award-winning omnicultural work.

Aldo still drives as if he were in Mexico City, both professionally and in his car.

Pablo Buffagni

BBQ Agency

Having worked at JWT, DDB and Saatchi & Saatchi back in Argentina, Pablo moved to the US to become the Head of Creative at Bromley, followed by Conill Saatchi & Saatchi, and Gallegos. A few years ago, he applied his Argentine barbecue skills and home tradition to work, in the form of fun and productive ​asado​ meetings with teams and clients. These great moments with friends served as the inspiration for the launch of self-founded BBQ Agency in 2014. Since then, BBQ has created work for clients and brands like Pepsi, Barilla, and Chrysler for the US Hispanic Market and Latin America, featuring Danny Trejo, Nicky Jam, Fernanda Castillo and Mauricio Ochmann among others.

Pablo has worked for dozens of brands in many categories, including Argentine Beef, Pepsi, Got Milk, Starbucks, Toyota, Lexus, Mitsubishi, Pontiac, T-Mobile, Sprint, Comcast, Target, JCPenney, Clorox, Tide, Sony Playstation, Burger King and McDonald’s. In 2006, for Toyota, he created one of the first bilingual/bicultural TV Spots to air in the Superbowl.

He received the first Gold Film Lion and the first Media Lion for a US Hispanic agency at Cannes, and represented the US as judge in the Outdoor Category.

Pablo is a former professor at the Catholic University of Argentina, he used to teach Creative Writing at California State University, Fullerton, and worked as a Judo sensei before starting his career in advertising.

Veronica Elizondo

Chief Creative Officer

With over 20 years of experience in advertising and design, Veronica utilizes her passion for great ideas and visual language to inspire teams to create memorable and noteworthy campaigns. Currently, she is the Chief Creative Officer at Conill Saatchi & Saatchi, where she oversees the Toyota account in addition to actively participating in new business initiatives. Her performance at Conill has been crucial in helping the agency garner various awards, including “Hispanic Agency of the Year” by Ad Age and the first Lion at Cannes. She was also part of the team that helped establish the new office in Dallas, TX.

Veronica’s experience encompasses several brands and categories, including Burger King, Nationwide, Reliant, Fidelity, T-Mobile, Alaska Airlines, Aflac, Budweiser, and Nestlé Coffee-Mate. Her work has won awards at the most renowned advertising festivals, namely Cannes Lions, D&AD, Clio, One Show, FIAP, El Sol, Ad Age Hispanic Awards, WAVE, and Effies. Digiday also named her one of the “5 Hispanic shop creatives you need to know.”

She also has participated as a judge in various festivals: El Sol, WAVE, the U.S.H. Hispanic Awards, FePI, ANA Multicultural, and Radio Mercury Awards.

Her hometown of Monterrey, Mexico, is where Veronica began her career and developed graphic design and corporate identity projects for both national and international brands. After spending a summer in Milan, Italy, Veronica enrolled in a graphic advertising course and moved to Miami, where she completed her art director portfolio.

Victor Paredes

Executive Director of Multicultural Strategy
Collage Group

Marissa Solis

Senior Vice President of Global Brand & Consumer Marketing
National Football League

Marissa Solis is a magnetic business leader with over 25 years of expertise in business consulting, CPG, Retail, and Sports marketing.  Currently, Marissa leads all global brand and consumer marketing initiatives for the NFL including all national advertising, both traditional and digital media initiatives, in-stadium marketing, and new fan development.

A graduate of Georgetown University with a B.S. in International Economics and the University of Texas at Austin with an M.A. in Public Policy, she began her career in brand management at Procter & Gamble Latin America where she led marketing for brands like Ariel, Downy, and Pampers in Central America and the Caribbean.

Marissa spent a few years at Deloitte Consulting as a management consultant, leading  change initiatives and communication consulting for Public Sector clients. She also spent time as a political consultant contributing to the communication strategies of key  campaigns in Texas and Mexico.  In 2003, she took a role in marketing at Pepsico’s Frito Lay North America Division.  During her 18-year tenure at Pepsico, Marissa led numerous brand marketing initiatives and national campaigns for globally renowned food and beverage brands like Doritos and Pepsi and also held roles in shopper marketing and sales for key PepsiCo retail customers like Walmart, Target, and Costco. In 2017, Marissa led the creation of a cross functional Hispanic Business Unit – the first of its kind – winning Industry Recognition for work to engage Latinos in key brand initiatives.  She went on to lead marketing for brands at Frito Lay North America, including the coveted relationship with the NFL, and won several Reggies, Sports Clios, and a Grand Prix Cannes Lion for her work on Cheetos, Doritos and Tostitos brands.  In 2021 Marissa was recognized by Adweek as one of the Most Powerful Women in Sports for elevating the football watching occasion with the NFL and Frito Lay partnership and in 2023 Marissa and her team won a Sports Emmy for the “She Runs It” Superbowl campaign featuring star flag football player Diana Flores.

In addition to her full time marketing position, Marissa serves on the Board of Directors of Consolidated Communications, a leading broadband and business communications provider serving wireless and wireline customers across rural and metro communities. She is a new member of the Board of Directors of AIMM – Alliance for Inclusive and Multicultural Marketing. She also serves as a board member on the North Texas Chapter of the Make a Wish Foundation and The Melville Family Foundation, an organization dedicated to improving the lives of minority children in Dallas.  She has a third degree black belt in Tae Kwon Do and resides in McKinney, Texas with her husband Juan and 18-year-old daughter Gabriela.

4:30 p.m. to 5:00 p.m.

Steven Wolfe Pereira

Executive Vice President & Chief Client Officer
Televisa Univision

Steven Wolfe Pereira is Executive Vice President and Chief Client Officer at TelevisaUnivision, the world’s leading Spanish-language media and content company. Wolfe Pereira leads client partnerships in the U.S. across the company’s portfolio of broadcast and cable networks, including entertainment, news and sports properties on Univision, UniMás and TUDN, the No. 1 Spanish-language sports network in the U.S., and Uforia, the largest Spanish-language audio platform in the U.S., as well as the ad-supported streaming service ViX.

Wolfe Pereira is an accomplished executive with more than 25 years of experience in technology, media and financial services. Prior to joining TelevisaUnivision in 2023, Wolfe Pereira served as Chief Business Officer at 3Pas Studios, the global multi-platform entertainment company co-founded by Eugenio Derbez, overseeing all revenue, marketing, finance and operations for the company. He is also the co-founder and chairman of Encantos PBC, the award-winning children’s entertainment company behind the no. 1 bilingual preschool brand Canticos, where he served as Chief Executive Officer from 2019-2022.

Prior to Encantos, Wolfe Pereira served as the Chief Marketing Officer of Datalogix/Oracle Data Cloud, Neustar, and Quantcast. He has also held executive roles at Publicis Groupe, Univision, and Akamai Technologies. He began his career in finance at The Blackstone Group, Salomon Smith Barney (Citi), and Violy, Byorum & Partners.

Named by Adweek as one of the “50 Most Indispensable Executives in Marketing, Media and Tech,” Hispanic Executive’s “Top 10 Líderes” in 2021 and one of LinkedIn’s Top Voices, Wolfe Pereira is a passionate thought leader on multicultural consumers and how diversity is a growth driver for business. He is known for using data-driven strategy to build and scale companies by connecting digital strategies to business outcomes.

Wolfe Pereira is a champion of diversity and STEAM education initiatives and currently serves as a board director of the Latino Community Foundation, Save the Children and Whalar.

He earned a Bachelor of Arts degree from Tufts University and completed the Greater Boston Executive MBA Program at MIT’s Sloan School of Management. Wolfe Pereira was also a Fulbright Scholar. A proud Dominican-American born and raised in New York, he now resides in Los Angeles with his wife and two children.


Carla Hassan

Chief Marketing Officer
JPMorgan Chase

Carla Hassan is the Chief Marketing Officer of JPMorgan Chase with
responsibility for firmwide marketing, which includes advertising, media,
performance marketing, sponsorships and talent, customer insights and
analytics for the Chase, J.P. Morgan and corporate brands. She also
oversees firmwide impact marketing and communications.

Prior to joining JPMorgan Chase, she was the Chief Marketing Officer of Citi,
leading the marketing organization to build distinctive, impactful campaigns
that differentiated the brand, accelerated digital capabilities and fueled the
firm’s continued growth.

Before her role at Citi, Carla was Executive Vice President and Global Chief
Marketing Officer of Toys “R” Us. In this capacity, she served as a member of
the company’s global leadership team and oversaw the vision for the
company’s brands, marketing and media strategy, creative, marketing
communications, digital marketing, CRM, Analytics, Insights and Loyalty

Prior to joining Toys “R” Us, Carla served as Senior Vice President, Brand
Management for PepsiCo’s Global Beverage Group. In this role, she was
responsible for driving growth on PepsiCo’s beverage portfolio across 50+
markets around the world, including leading brands Pepsi & Mountain Dew,
creating new brands, and expanding Gatorade internationally.
During her 13 year tenure at PepsiCo, she held a number of strategic
marketing leadership roles for Quaker and Gatorade in the US, and was
Chief Marketing Officer for the company’s Middle East & Africa business
based out of Dubai. Prior to that, Carla held several marketing roles at The
Kellogg Company.

Carla serves on the board of the AdCouncil and the Association of National
Advertisers. Carla has received several awards and recognitions throughout
her career, including being named one of the World’s Most Influential CMOs
in 2021, 2022 and 2023 by Forbes Magazine, AdColor Legend in 2021 and
one of Business Insider’s 31 Most Innovative Chief Marketing Officers of
2022. Carla holds a BA in communication, political science and economics
from the University of Colorado, and an MBA from the Thunderbird Graduate
School of International Management. Carla is also a member of the 2018
Class of The Henry Crown Fellowship within the Aspen Global Leadership
Network at The Aspen Institute.

Pedro Lerma

CEO & Founder

Pedro has a vision. He sees a world where all people and all cultures are valued and embraced, and he believes in the power of cross-cultural communications, marketing and branding to reshape it. But Pedro is more than a visionary; he’s an architect and a builder.

LERMA/, the agency he conceived and founded in 2009, is a testament to his commitment to creating an omnicultural agency that is not only a beacon for advertising today but long into the future. Pedro knows the importance of being culturally fluent. Raised by immigrant parents in West Texas, Pedro has lived the omnicultural life. It’s in his DNA.

Combining his life experiences with his vast expertise in general, digital, and Hispanic marketing, Pedro is uniquely qualified to guide a growing and impressive list of clients through today’s everchanging and ever-challenging world. Brands like Dr Pepper, Avocados From Mexico, The Salvation Army and The Home Depot rely on Pedro and his team at LERMA/ for leadership, perspective and business results.

Pedro’s passion for caring continues outside of the office. He’s deeply involved in the community serving on the boards of the United Way of Metropolitan Dallas, Booker T. Washington High School for the Visual and Performing Arts, Big Brothers & Big Sisters International and the Culture Marketing Council. He also chairs the annual Latino fundraiser for St. Jude Children’s Research Hospital and serves on the Refugee Services Task Force for Catholic Charities.

Despite being very busy, Pedro isn’t all work. After hours and on weekends, you’ll either find him riffing on a six-string, launching off the wake behind his boat or chilling with family.

Iris Diaz

Chief Marketing Officer
Dallas Mavericks

Iris Diaz, Chief Marketing Officer for the Dallas Mavericks and an award-winning marketing visionary, proudly holds the distinction of being the first Latina in this role. Her academic journey spans Eastfield College, University of North Texas (UNT), and Southern Methodist University (SMU), reflecting her commitment to continuous education. A devoted advocate for diversity, Iris is actively involved in organizations like Women In Sport & Events (WISE), Latinas in Progress (LIP), Hispanic Women of North Texas, Hispanic 100, St. Jude Noche de Esperanza, and more. As a leader on the Governing Board for Pro Sports Assembly, she expands her influence, shaping the sports marketing landscape with a focus on inclusivity and change. With a history of success at Al Día Spanish Newspaper, Clear Channel Outdoor, and Richards/Lerma Multicultural Agency, Iris remains dedicated to creating opportunities for Latinos in sports and amplifying the Hispanic voice in marketing.