In 2014, the Hispanicize event will bring additional focus to tech leadership, fashion and food as part of an ambitious agenda that will also increase content for Hispanic journalists, bloggers and marketers.


– Maria Hinojosa-Award-winning journalist, Host and Executive Producer of NPR’s Latino USA

-Pat Pineda, Group Vice President, Hispanic Business Strategy Group of Toyota Motor North America

– Ivanette Bonilla – Multicultural Communications Manager, Procter & Gamble

– Nydia Sahagun, Sr. Manager, Storewide Marketing/Multicultural, Target

– Alba Adamo, Group Director, Hispanic Marketing, The Coca-Cola Company

– Jason Riveiro, Multicultural Marketing Manager, The Sherwin-Williams Company

– Stephen Sanchez, Manager, External Communications, 3M

– Jenina Nuñez, Manager, External Communications, McDonald’s

– Luis Rosero, Director of Hispanic Business Strategy Group, Toyota Motor North America

– Xavier Turpin, Director of Multicultural Marketing, Dunkin’ Brands Inc.

– Claudia Gioia, Managing Director, Miami Market – Burson-Marsteller

– Mari Santana, Partner and VP, Multicultural Marketing and Brand Development, Rock Orange

– Griselle Colon, Vice President, Cultur8

– Armando Azarloza, President, The Axis Agency

– Jose Villa, President, The Sensis Agency

– Lissette Rodriguez, Vice President, Devries Global

– Annette González-Malkin, Vice President of Hispanic Strategies, Hunter Public Relations

– Natalie Boden, President, BodenPR

– Will Freyre, Vice President of Digital Innovation, República

– Veronica Villafañe, Publisher,

– Calixto Chinchilla, President of ProyectoNext and Former Executive Director of the New York International Latino Film Festival

– Kevin Montano, Founder/CEO, LatinMixx

– Pili Montilla, Latin Music Influencer and Host of Té Para Tres TV

– Bel Hernandez, CEO, Latin Heat Media

– Jaie Laplante, Director, Miami International Film Festival

– Jessy Terrero, Film Director/President, Terrero Films

– Katherine Johnson, Partner/Music Showcase Co-Director, Hispanicize 2014

– Vanessa James, President – Vanessa James Media

– Piera Jolly, Co-CEO, Latina Mom Bloggers

– Stephen Chavez, 2014 National President Elect, Hispanic Public Relations Association

– Aurelia Flores, Founder/CEO,

– George “The Urban Jibaro” Torres, Founder, Sofrito for Your Soul

– Sonia Diaz, Digital Strategist, Balsera Communications

– Norelie Garcia, Director of Diversity and Community Engagement, Aio Wireless

– Carole Monroe, Director, Walt Disney World Public Relations/Disney Destinations

– Carmen Sepulveda, Partner, D’Exposito & Partners

– Diana Valencia, SVP of Multicultural Communications, Porter Novelli

 Alba_Adamo Alba Castillo Adamo is Group Director, Hispanic Marketing, for The Coca-Cola Company’s North America Group.  She is responsible for Hispanic focused marketing, working with the Company’s Sparkling and Still brand teams.Born in Bucaramanga, Colombia, Alba joined the Company in 1999 and has held roles of increasing responsibility in Worldwide Public Affairs and Communications, Strategic Partnership Marketing and Customer & Commercial Leadership.  In 2007 she was assigned to the Company’s Latin America Group as Director of Revenue Growth Management.  Subsequently she was named Group Director, Shopper Marketing for Latin America with responsibility for driving shopper engagement and purchase transactions to create value for retailers, shoppers and the System.  Before joining Coca-Cola, Alba spent ten years in the hospitality industry with Hilton and Hyatt Hotels.Alba serves on the board of the Georgia Perimeter College Foundation.  She holds a Bachelor of Science degree from Florida International University and a Master of Business Administration degree from the Robinson College of Business at Georgia State University.  She studied at the Université de Paris – La Sorbonne, earning certification in Financial and Management Issues.  She is fluent in Spanish and English.
 Annette_Gonzales Annette González-Malkin, Vice President, Hispanic Strategies and SolutionsA public relations and communications strategist with more than 10 years of experience servicing lifestyle brands including Altoids, Turning Leaf, ZYRTEC and Maxwell House. For more than six years, she managed several Diageo brands including Tequila Don Julio, Zacapa Rum and Ketel One. Currently, Annette overseas the agency’s Hispanic Strategies and Solutions Department. She’s worked with clients like Sears, 3M, Gallo and Tequila Don Julio to develop campaigns that reach the U.S. Hispanic consumer and that have secured placements in outlets like Despierta America, People en Español, Al Rojo Vivo, La Opinión, to name a few.  One of Annette’s career highlights was the creation and development of Don Julio’s Colleción Nuevo Arte. This campaign showcased the contemporary works of Mexican and Mexican-American artists on a national traveling exhibition and leveraged the brands heritage and authenticity in a modern way.In addition to her expertise in spirits, lifestyles and the arts, Annette is fluent in both Spanish and conversational Italian. Outside of work, Annette is an avid traveler; recently returning from a trip to Africa and has been to such destinations as Japan, New Zealand and Iceland.
 Armando_Azaloza Armando Azarloza, president of The Axis Agency, brings over 20 years of experience in marketing and advertising.An expert in integrated marketing, his campaigns are defined by diverse insights, innovation and creativity.  Whether launching a new product, managing a company’s reputation or brand building among Hispanics his efforts produce experiences that are consistent with lifestyle, tell a story and drive relevant influences.Armando has been instrumental in shaping the proper cultural marketing strategy for many respected brands including U.S. Army, Azteca America, Televisa, Nintendo, Absolut Vodka, Waste Management, Clorox, Kohl’s, U.S. Treasury, Covered California, Catholic Healthcare West and the LAPD.  His teams have been recipients of more than 25 national marketing awards.Before launching Axis, Armando was press secretary to U.S. Congressman Buck McKeon, the chairman of the House Armed Services Committee.Armando serves on a number of community boards including as president of Padres Contra el Cancer and a Board Member of the LAPD Youth Foundation and Hispanicize, the leading U.S Hispanic media conference.Armando studied political science at UCLA.
 Carmen_Sepulveda Carmen joined d expósito & Partners in 2012. For more than 20 years, she has provided her expertise to Fortune 10/50 companies in developing and executing advertising, marketing and public relations plans and programs to the Hispanic and multicultural markets. The programs she has spearheaded all resulted in increased awareness of companies and brands resulting in increased share of market or knowledge.In 2002, she co-founded Act-é Marketing Solutions, Inc., a full-service integrated communications firm specializing in Hispanic and multicultural marketing. Carmen’s career has spanned both the agency and corporate worlds. She built the largest public relations agency in the Hispanic market for The Bravo Group; served as Vice President of Diverse Markets at JP Morgan Chase Bank where the company launched its first major Hispanic advertising and marketing campaign as well as its first bilingual website. She joined MetLife Bank as Assistant Vice President of Branding and Campaign Management and managed to exceed the company’s marketing business objective by double digits in its first year of operation.Carmen is also a co-founder of the Hispanic Public Relations Society of Greater New York, Inc., and she serves as Marketing Chair of the American Diabetes of Greater NY Latino Initiatives. She attended Bernard Baruch Graduate School of Public Administration.
 Diana_Valencia Diana Valencia, SVP of Multicultural Communications, Porter Novelli
 George_Torres George Torres, an established voice in the Latino Cultural scene. He  is a bi-lingual social media / cultural consultant, who in the late 90’s, captured attention on the internet with his personal mission statement of “connecting Latinos to their culture”. George has always drawn inspiration from his personal connection to his cultural heritage. Raised alternately between New York and Puerto Rico, he was a living embodiment of the Nuyorican experience earning him the nickname “Urban Jibaro”.George’s creative vision is the blueprint for Sofrito Media Group and it’s growing portfolio of new media products and services. He has over 16 years of experience developing branded projects that appeal to the Latino / Hispanic segment. These include the online blog Sofrito For Your Soul, Radio Capicu as well as Capicu Poetry & Cultural Showcase, a partnership that develops and produces live cultural events.George was the 2013 recipient of the Hispanicize Latino Impact  award, invited to be part of the Social Good Summit by way of the #2030now Influencers Fellowship provided by the United Nations Foundation and the 2010 recipient of  Comite Noviembre’s “Lo Mejor De Nuestra Comunidad (The Best Of Our Community)” Award for over 16 years of service in the Latino community.
 Jaie_Laplante Jaie Laplante has shaped and directed Miami International Film Festival (MIFF) for Miami Dade College since the 28th annual edition in 2011, and also oversees MDC’s Tower Theater. Laplante is a native of Canada who has been a member of the Miami cultural community since 1998. He has a variety of experience working as a programmer, screenwriter, actor and event producer.  He has worked on films with American independent directors Gregg Araki (The Doom Generation, 1995) and also co-wrote the screenplay for John Palmer’s Sugar, nominated for a 2004 “Genie” (Canadian Academy Award).Under Laplante’s leadership, MIFF has introduced new programs and expanded itsrelationship with many veteran sponsors, including the James L. and John S. Knight Foundation, which this past season renewed its commitment to the Festival through2018.  At MIFF, he has produced formal tributes to Oscar winning directors Susanne Bier, Fernando Trueba and Oscar nominated filmmaker Lasse Hallstrom.   He has also attracted numerous celebrity participation and accumulated over 12 billion tracked media impressions during his first 3 seasons at MIFF.Previously, Laplante was director of Tower Theater Miami for Miami Dade College from 2011-2013; program director for Miami Short Film Festival 2008 – 2009; consulting director for New York City Wine & Food Festival from 2008-2010; and associate director of South Beach Wine & Food Festival from 2006-2010.  He holds a B.F.A. from York University, Toronto, Canada.
  jason-riveiro Jason Riveiro has over 10 years experience driving change and market expansion for some of the most recognized Fortune 500 companies.  Currently, Jason leads Multicultural Marketing for The Sherwin-Williams Co. where he oversees strategy aimed at growing B2B and B2C business for more than 3,800 stores in the U.S., Canada and Puerto Rico. Previously, Jason managed La VERDAD Marketing’s public and media relations department. His responsibilities included the development of Hispanic outreach strategies for clients like Toyota Motor North American and State Farm Insurance. Jason is currently completing his MBA from Xavier University and holds a bachelors degree in International Business Administration from the University of St. Thomas.  In his spare time, Jason enjoys building the most random and eclectic playlists on his iPhone.
 Jose_Villa Jose is the founder and President of Sensis, a cross-cultural advertising agency with digital at its core. Jose founded Sensis as a Web development firm in 1998 and one of the first agencies focusing on the Hispanic digital market. He has since grown Sensis into a unique full-service ad agency – that takes a digitally-infused cross-cultural approach to the general market. Sensis clients include DIRECTV, Union Bank, the FDA, Southern California Public Radio, and United Healthcare. Jose is an expert on cross-cultural marketing and considered a thought leader in multicultural advertising, particularly with respect to the nuanced Hispanic market. His thought provoking analyses of multicultural marketing are published regularly on MediaPost, AdAge,, and his blog Jose is also a regular speaker at advertising conferences like SXSW, Hispanic Retail 360, and Hispanicize, sharing his “in the trenches” experience reaching and engaging the ever-changing U.S. Hispanic, African-American, and Asian markets. Jose has an Economics degree from Harvard University and an MBA in Marketing from the Wharton School at the University of Pennsylvania.
 Lissette_Rodriguez With nearly a decade of experience in the U.S. Hispanic market, Lissette oversees the development and delivery of tailored Hispanic public relations strategies and tactics for Procter & Gamble brands/programs such as Olay and Try It & Love It. Her focus is aimed at creating  an authentic and relevant cultural link between the brand and this ever-growing and influential demographic. Her previous work spans across top consumer brands such as Degree Woman, Degree Men, Suave and Caress, as well as work with The Clorox Company and retailers such as RadioShack and CVS/pharmacy.
 Maria_Hinojosa Maria Hinojosa is an award-winning news anchor and reporter for PBS and NPR, who covers America’s untold stories and highlights today’s critical issues.  As the anchor and executive producer of long-running weekly NPR show Latino USA, and anchor for PBS’ NEED TO KNOW series and the talk show Maria Hinojosa: One-on-One from WGBH/La Plaza, she has informed millions about the changing cultural and political landscape in America and abroad. In her over 25 years as a journalist, she also worked for CNN, and was a senior correspondent at NOW on PBS.In April 2010, Hinojosa took a groundbreaking step by creating The Futuro Media Group, a multi-platform nonprofit production company based in Harlem with the mission to give critical voice to the social and civic justice issues facing the diverse new America. In October 2011, she was the first Latina to anchor a FRONTLINE report. “Lost in Detention” explored abuse at immigrant detention facilities, garnering attention from Capitol Hill to both the mainstream and Spanish-language media.Hinojosa has reported hundreds of important stories—from the immigrant work camps in New Orleans after Hurricane Katrina, to teen girl victims of sexual harassment on the job, to stories of the poor in Alabama. As a reporter for NPR, Hinojosa was among the first to report on youth violence in urban communities on a National scale. During her eight years as CNN’s urban affairs correspondent, Hinojosa often took viewers into communities that had rarely been shown on television.Hinojosa has received numerous awards for her work including: four Emmys; the 2012 John Chancellor Award for Excellence in Journalism; Robert F. Kennedy Award for Reporting on the Disadvantaged; the Studs Terkel Community Media Award; the Edward R. Murrow Award from the Overseas Press Club for best documentary for her groundbreaking “Child Brides: Stolen Lives”; and many more. In addition to her broadcast work, Hinojosa has been a weekly syndicated columnist for King Features/Hearst and is the author of two books.She was born in Mexico City, raised in Chicago, and received her BA from Barnard College.  She lives with her husband, artist German Perez, and their son and daughter in Harlem.
 Pat_Pineda Patricia Pineda is Group Vice President at Toyota Motor North America, Inc. (TMA) with primary responsibility for Hispanic Business Strategy.  Previously she had responsibility for national philanthropy and the Toyota USA Foundation.  Ms. Pineda joined TMA in September 2004 as Group Vice President of Corporate Communications and General Counsel.Prior to joining TMA, Pineda spent twenty years at New United Motor Manufacturing, Inc. (NUMMI), the corporate joint venture between Toyota Motor Corporation and General Motors Corporation where she served as Vice President, Human Resources, Government and Legal Affairs and Corporate Secretary.Pineda received a bachelor of arts degree from Mills College and a juris doctor degree from the University of California at Berkeley.Pineda’s many affiliations include:  Director, Levi Strauss & Co., Inc.; Advisory Trustee, The Rand Corporation; Corporate Advisory Board Member, National Council De La Raza; Corporate Advisory Board Member, Catalyst; Member, The Conference Board’s Contributions Council and Executive Committee; and Member, Boston College Center for Corporate Citizenship’s Executive Forum.  Ms. Pineda’s previous affiliations include: Director, Eller Media and Anna’s Linens; Board Member, California Air Resources Board; Trustee, The James Irvine Foundation; and Board Member, Congressional Hispanic Caucus Institute, Inc.Pineda lives in Manhattan, New York with her husband, Eric Klein, and their 3 children.
TV host, actress, producer & social media expert, Pili Montilla, has made a name for herself as the “go to” host in both the Spanish and bilingual entertainment world. Her curiosity to explore the deeper side of people has earned her the opportunity to interview everyone from Sandra Bullock and Jenni Rivera to Calle 13, Ricky Martin and Gwen Steffani. She’s also become known as the queen of social media locking deals with major brands like Heineken, Pepsi and MiCricket.Always immersed in the world of music, this former MTV VJ and host of LATV’s ‘En la Zona’ and ‘En Concierto’ has built a solid and respectable reputation as a music reporter both in the mass market as well as in the fast growing independent music scene.

 Pili created and is currently producing and hosting the music show “Té Para Tres con Pili Montilla” where she spends several days with up and coming musicians as they share their struggles and triumphs in search of making their dream come true: for the world to hear their story and spread their music. Through her interviewing skills and connection with the artist Pili gives her audience an inside, intimate look at the lives of these talented musicians.
Directed by two time Emmy Award winning director, Juan Agustín Márquez, this half hour “rockumentary” style show is fast becoming THE music show of its generation.
Pili is also an entertainment reporter and producer for various outlets including Fusion (ABC/UNIVISION News) and the award winning national shows ‘American Latino’ and ‘Latin Nation’. 
Other hosting credits include: MTV, LATV, MundoFox, UNIVISION & E! Latino.



As Manager of the U.S. Hispanic practice at Balsera Communications, Sonia leads, develops and executes public relations and social media strategies for advocacy and non-profit organizations and Fortune 500 companies. In her role, she helps to raise awareness of important issues affecting the U.S. Hispanic population including health, education, and immigration.

A native Texan with Dominican and Venezuelan roots, Sonia began her career at Edelman Austin as part of its multicultural practice. Her lifelong dream to live in Miami moved her there in 2007, where she joined Burson-Marsteller. At BM she developed and executed communication strategies for the Costa Rica Tourist Board (ICT), including crisis communications, media relations for industry and consumer audiences, digital strategies, television production, and strategic alliances. In 2010, her work for the ICT earned the team an IPRA nomination for best digital campaign and an Emmy nomination for best educational content for Save My Planet.

Sonia has a B.A. in Modern Languages and a minor in Mass Communications from Texas State University and is fully bilingual. She currently serves on the advisory board for the Communication Arts department at Florida International University and as Vice President for the Hispanic Public Relations Association (HPRA) Miami chapter.

Will Freyre is República’s Vice President of Digital Innovation. Will joined República in 2010 and oversees digital strategy, development and social media. Will serves as a liaison to clients, as well as a leader and mentor to our creative and account service staff. With more than 18 years experience as a working digital/creative professional, Will has been responsible for creating and executing award-winning campaigns for top brands such as Ford, Lincoln, SC Johnson, Google, Gallo Wineries, BankUnited, M&M/Mars, Pernod Ricard, Aetna, and many others.
Will’s prior experience includes co-founding Zubi Advertising’s Digital Division, currently the agency’s Integrated Marketing Division. Seasoned in providing premium strategy and creative for a wide variety of media, Will has also taught graphic and web design courses for Florida International University’s Studio of Digital Arts program (the SODA).
Additionally, Will is an active community leader, and has served for three years on the marketing committee of the non-profit organization, City Year Miami. Will is also experienced in spearheading industry events and recently joined the advisory board of Hispanicize 2014.