Campaign US reveals 2023 Leading Latinos

Campaign US reveals 2023 Leading Latinos

To mark Hispanic Heritage Month, Campaign US is honoring 20 inspiring Latino leaders in advertising, media, marketing, technology and business.

Throughout history, Latinos have made monumental contributions to society, impacting legislation, culture, music, art and more in America and abroad. 

In advertising, that is no different.

Campaign US’ inaugural Leading Latinos list aims to highlight leaders that have made enormous strides in creativity, representation, communications and leadership across the advertising, media, marketing, technology and business sectors. 

From launching pioneering agencies dedicated to the modern, American Latino, such as Included Creative and MEL’s Luis Miguel Messianu, to rewriting the narrative for Hispanic immigrants in the U.S. by providing platforms for Latinos to speak, such as Latino Media Network’s Sylvia Banderas Coffinet, today’s leaders have shown that Latino progress is American progress. 

Some of the honorees on this list, such as P&G’s Marc Pritchard, are carved into the hall of fame of trailblazing advertisers, shepherding the industry through many changes. 

Others, including The Hispanic Star’s Claudia Romo Edelman and the Hispanic Heritage Foundation's José Antonio Tijerino, continue to make strides for change to advance Latino education, equity, business and health — bringing marketers across sectors along for the ride. 

And many still are leading the charge in a vibrant new era for Latino creativity, as brands of all eras and origins realize the importance of connecting authentically with a growing population. 

As we honor another Hispanic Heritage Month, I’d be remiss not to acknowledge that while the leaders on this list have carved a path for future generations in incredibly innovative ways, there is still much work to be done. 

According to a 2021 Association of National Advertisers study, the percentage of Latino representation in the advertising/marketing industry is less than half that of the general population. Latinos hold just 10.4% of senior roles in the industry, despite representing 18.7% of the U.S population.

But as we look for more to progress in the future, we honor those leaders that have pushed their companies, brands, agencies, the industry — and society — forward.

Congratulations to all the honorees, and happy Hispanic Heritage Month! 

Sabrina Sanchez, creative editor, Campaign US

(All photos provided to Campaign US with permission to use by their respective owners unless otherwise credited.)

Leading Latinos

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Carlos Abrams-Rivera, president, Kraft Heinz 

Puerto Rico native Carlos Abrams-Rivera is the president of food giant Kraft Heinz. In January 2024, he will assume the title of CEO and join the board of directors.

Since his work with Kraft Heinz began in 2020, he has primarily overseen its North America business. That includes managing 18,000 employees, as well as innovating to appeal to changing consumer tastes. He described his current role’s goal as “shattering the paradigm that convenience requires a tradeoff” and “dispelling the myth that healthy foods can’t be crave-able.”

“We are redefining what’s possible for the entire category,” he wrote.

Prior to Kraft Heinz, Abrams-Rivera spent more than 20 years at a variety of CPG giants. At Campbell’s, he oversaw the snacks division; At Mondelēz, he focused on developing markets; and at an earlier stint at Kraft, he was responsible for the Oscar Mayer brand, as well as products such as snacks and pizza.

In an August 2023 press release announcing Abrams-Rivera’s appointment as CEO, current Kraft Heinz CEO Miguel Patricio called him the best man for the job.

“His strategic and innovative mindset is ideal to continue to propel Kraft Heinz forward on our path to greatness,” Patricio said in a statement. “Since joining Kraft Heinz in 2020, he has consistently delivered strong results in North American retail and away from home businesses. [His] experience in both developed and emerging markets complements our ambition for growth.”

Manuel Arroyo, global CMO, Coca-Cola 

The head of marketing at one of the largest brands in the world began his journey in Madrid. There, Manuel Arroyo, global CMO at Coca-Cola, cut his teeth by cofounding his own ski school. 

He entered the marketing world in the early ’90s as a brand manager at SC Johnson and Santander, before saddling up with the renowned beverage brand as a manager for the drinks Aquarius and Nestea in the mid-’90s. He remained in Madrid until moving to Atlanta in 1998 to develop the company’s first global water marketing strategy.

Two years later, he returned to Spain, going on to become a marketing director for the Iberian division and then GM of Coke’s business in the country. Arroyo then moved to Bangkok to oversee Coke’s operations in South East and West Asia. Thereafter, he briefly took another job at SC Johnson, this time as president of APAC, before returning to Coca-Cola to serve as president in Mexico, and eventually taking on the global CMO role from Singapore.

He immediately got to work pouring funds into a global COVID-19 relief campaign and leading the company through a massive multibillion dollar review that landed with WPP’s OpenX in November 2021. He now leads a company considered to be one of the leading forces in AI advertising as it releases innovative work such as its Masterpiece campaign.

Nick Chavez, CMO, KFC U.S.

Nick Chavez took on no small task when he signed up to be KFC’s U.S. CMO in December 2021. The QSR was reviewing both its media and creative business at the time, which were valued at $166 million and $98.4 million, respectively.

After signing off on Spark Foundry and MullenLowe as KFC’s new partners, Chavez charged the QSR chain headfirst into the chicken sandwich wars, using more than two decades of marketing experience to connect with families across the U.S.

Families are the consumer base Chavez became familiar with as a Nintendo exec for more than 11 years. He most recently served as SVP of sales, marketing and comms from April 2019 to November 2021. He also spent time as the VP of brand marketing at Yahoo and as a senior account executive at Leo Burnett in the late ’90s.

In his current role, Chavez has blended the high-tech worlds of QSR and gaming by overseeing the launch of the KFConsole, a video game system with built-in chicken storage. One of his first projects at the company was working with longstanding partner and rapper Jack Harlow on a campaign providing relief funds to Kentucky after it was struck by a tornado in 2021.

Sylvia Banderas Coffinet, CEO, Latino Media Network

Sylvia Banderas Coffinet has spent her career advocating for Hispanic representation in media and carving out paths for authentic brand partnerships. In her positions at major publishers, she has continually pushed for more media to be created for and by the Hispanic community.

Raised undocumented in California, Coffinet experienced the trauma of living in fear of deportation and feeling unwelcome in her own country. This experience informs her mission to rewrite the narrative for Hispanic immigrants in the U.S. by providing platforms for Latinos to speak and demonstrating that the Hispanic population is not a monolith. 

She brought this ethos to Latino-focused U.S. publications including People en Español and Latina and Hola! USA, as well as lifestyle publishers Hearst and Vox. Always advocating for Hispanic inclusivity in content, she simultaneously ushered in new advertising partnerships and drove growth for each brand.

Coffinet’s current position as CEO of Latina-founded and operated Latino Media Network is a culmination of her ongoing efforts to advocate for the untapped potential of the Hispanic market and unlock authentic communications. Latino Media Network aims to represent the cultural diversity of the Hispanic demographic and push for cultural pride among Hispanics in the U.S.

A passionate role model working to platform historically marginalized voices, Coffinet has been recognized as a Trailblazing Latina in Media by Forbes and one of the Top Women in Media by Folio as its Changemaker Honoree.

In 2014, Coffinet received a commendation from the county of Los Angeles and Congressional recognition from Congresswoman Linda Sanchez for her work with Embracing Latina Leadership Alliances (ELLAS), a nonprofit that creates academic and leadership opportunities for underprivileged Latina youth.

Cesar Conde, chairman, NBCUniversal News Group

Cesar Conde made history in 2020 when he became the first Hispanic person to lead a major English-language TV news organization. 

Since then, Conde has taken the NBCUniversal News Group to new heights by investing in digital and streaming. The group — which includes NBC News, CNBC, MSNBC and streaming network NBC News Now — ranked as the most-watched news organization in 2022 with an average of 134 million unique visitors per month, per Comscore. 

Conde has also spearheaded initiatives to bring more diversity into newsrooms. That includes establishing the NBCUniversal Academy, an education program that partners with 45 academic institutions to train journalists from underrepresented communities. 

He aims for 50% of NBC News Group staffers to be people of color and 50% women.

In June 2023, Conde gained additional oversight of NBCU’s Spanish-language media division Telemundo and local TV network NBCU Local as part of a wider reorganization.

Conde previously served as chairman of Telemundo Enterprises and NBCU’s International Group, where he was responsible for expanding the media company’s presence outside North America.

Before joining NBCU in 2013, he spent a decade at Univision, including a stint as president of Univision Networks. He also served as a White House Fellow for Secretary of State Colin Powell. The longtime TV executive is also on the boards of Walmart and PepsiCo. 

Conde’s impact on the media industry was commemorated by the Hispanic Heritage Foundation this year.

(Photo credit: Getty Images)

Andrea Diquez, global CEO, Gut

Andrea Diquez is a proud Venezuelan woman with a globally inspired perspective.

Now global CEO of breakout independent creative agency Gut, Diquez kick-started her career in 1995 in New York at the first U.S. Hispanic agency under Saatchi & Saatchi. She eventually moved on to Saatchi & Saatchi, where she led global projects for clients across the world. By the early 2000s, she led a major P&G brand in Latin America, overseeing teams across Argentina, Brazil and Venezuela. 

When she was tasked with leading Tide in North America in 2004, she still made sure to compose global teams that brought a diverse lens to the work. 

Diquez has spent her career leading some of the most renowned agencies in the industry, from Saatchi & Saatchi Mexico and New York to DDB Chicago. In each position, she has made it a point to build diverse teams and put DE&I at the center of the business. She firmly believes diversity extends beyond race to include geography, gender, sexual orientation, age and experience, and that diverse teams elevate creative work. 

Despite joining Gut less than a year ago, the agency is on fire under her leadership, sweeping top accolades in Cannes, including agency and independent network of the year. Gut also won three Grands Prix in public relations, mobile and creative use of data for DoorDash, PedidosYa and Stella Artois, respectively, and has doubled profits as it continues to expand globally. 

Claudia Romo Edelman, founder, The Hispanic Star, We Are All Human and A La Latina 

For 25 years, Claudia Romo Edelman has leveraged her marketing, nonprofit and activism prowess to ensure that today’s Latinos are the last to suffer from discrimination, racism and economic disparity. 

A diplomat, marketer, activist and author, Edelman has led advocacy initiatives for organizations including UNICEF, the Global Fund, the U.N. and the World Economic Forum. As founder of two nonprofits — The Hispanic Star and We Are All Human Foundation — and the host of the A La Latina podcast, she has leveraged her advocacy experience to garner support for Hispanic diversity and equity initiatives at corporations and beyond. 

An enthusiastic advocate with infectious energy, Edelman has leveraged her connections in policy, media, entertainment and marketing to unite Latinos across industries around Hispanic progress. Working with big-name brands, such as Hispanic Star founding partners AARP, the Anheuser-Busch Foundation, IBM and P&G, Edelman has attracted dozens of corporate and media partners and unified the organization’s messaging with other Latino nonprofits. 

Under her leadership, Hispanic Star has challenged several industries to follow what Edelman has coined the Hispanic Promise: a commitment to equip the future workforce with the skills needed to succeed. That includes creating pipelines for Hispanics to be hired, promoted and celebrated at their companies, as well as meeting supplier diversity standards. Every year, the organization shares a toolkit with information on the power of the Hispanic population in the U.S. to better inform and educate businesses and Hispanics themselves on their economic value. 

In addition to her activism for the community, Edelman is the author of multiple children’s books about notable Hispanic figures. Her goal, as she has described in many interviews, is to ensure the next generation of Hispanics be equitably paid, respected and seen in society. Her next frontier is to ensure more Latina women are represented in leadership.

Sofia Hernandez, global head of business marketing, TikTok

Sofia Hernandez has played an important role in helping to grow TikTok into a nearly $10 billion advertising giant by overseeing its marketing efforts and drawing in brands. 

Hernandez was promoted to the global role in November 2021 after leading business marketing in North America for over a year while TikTok experienced a pandemic-induced boom, soaring to 100 million monthly users in the U.S.

Since then, she has been responsible for launching a small business accelerator in partnership with American Express, luring in luxury fashion label Off-White to test its livestream technology and overseeing the creation of a “World Hub” for brands to access its advertising tools and best practice guidelines.

Prior to TikTok, Hernandez was the chief client officer at market research firm Suzy, the head of client partnerships at Publicis Groupe’s MRY and a director at Leo Burnett, CLM BBDO Paris and BBDO Worldwide. She started her career in Chicago.

As one of the few Latina executives in technology, Hernandez is passionate about fostering greater inclusion and diversity in the industry and describes herself as an activist. She cofounded an apparel line, Black on Black, focused on spreading social justice messages, is a founding member of women’s club Chief and joined the The One Club for Creativity board of directors in 2023.

(Photo credit: Getty Images)

Ivonne Kinser, founder and CEO, Vantage Innovation Lab

As the former head of marketing at Avocados from Mexico — a role she held for nine years — Ivonne Kinser has built a marketing career to be reckoned with.

She oversaw all marketing for Avocados from Mexico, including data analytics and digital advertising. Kinser was behind the brand’s first Super Bowl ad in 2015, which envisioned the first football draft. Avocados from Mexico has been a regular among Super Bowl advertisers ever since.

Her advertising career began at the agency Temerlin McClain in 2001, the same year it was bought by holding company IPG. It was shuttered in 2019.

Her early career also included work for American Airlines and time at The Richards Group, where she managed the U.S. Hispanic business for brands including Advance Auto Parts, Ram Trucks, Honey Baked Ham, Hyundai and Fruit of the Loom. Notably, she was the first multicultural expert hired by the agency to develop its Hispanic business.

In June, Kinser began her next venture by founding marketing company Vantage Innovation Lab, which seeks to tackle business and marketing challenges with martech.

Kinser has said her professional mission is “to make an impact for the brands I build and for the companies I work for through courageous, relentless, original and creative strategic problem-solving.”

Fernando Machado, CMO, NotCo

Fernando Machado has shaped a variety of industries over a career spanning more than two decades. In the past six years, he’s held CMO positions at Burger King, Restaurant Brands International and Activision Blizzard, earning them creative accolades and gaining international recognition for his work. 

He started his career at Unilever in São Paulo, Brazil, where he stayed for 18 years. His earliest marketing efforts brought household surface cleaning products to low-income households in Latin America. In 2010, he expanded beyond the region and onto a global track, when he assumed his last position at the CPG giant as global brand development VP for Dove.

In April, Machado returned to his Latin American roots as CMO at plant-based food company NotCo, which was founded in Chile and operates with an established presence in the region. NotCo will rely on Machado’s unique blend of innovation and category experience to help the brand grow globally. 

Machado is famous for work such as Moldy Whopper, which was lauded for promoting Burger King’s removal of preservatives through images of a rotting burger. He’s already on track to create groundbreaking work at NotCo, which recently won a Gold Lion in print and publishing and a Silver Lion in outdoor in Cannes this year.

Machado also spends his time fostering creativity as a board member at the Miami Ad school, where he taught alongside Gut cofounder and creative chairman Anselmo Ramos, as well as for the One Club for Creativity. He is also a council member at D&AD Impact.

Ricardo Marques, VP of marketing, Michelob Ultra

Longtime marketing executive Ricardo Marques has built an 18-year career at brewing giant Anheuser-Busch, including roles as the VP of marketing for both Budweiser and Michelob Ultra. He has held the latter position since March 2020.

Under his leadership, Michelob’s messaging has evolved into “It’s Only Worth It If You Enjoy It,” as the brand appeals to athletes of all skill levels with its low-calorie beer. That includes back-to-back Super Bowl spots featuring tennis great Serena Williams, along with additional Michelob athletes including NBA star Jimmy Butler and WNBA star Nneka Ogwumike, as well as Hollywood A-listers such as Steve Buscemi and Brian Cox.

Marques has also spearheaded Michelob’s $100 million investment to promote gender equity in sports by raising the visibility of female athletes.

While with Budweiser, he oversaw efforts to pause beer production to manufacture clean drinking water in the wake of natural disasters. The brand also made a commitment to use 100% renewable energy from wind power. And, of course, there were more Super Bowl ads, including Budweiser’s 2017 spot, Born the Hard Way, an ode to immigrants that ranked among the top five ads of the game that year.

Other notable creative includes Michelob’s 2022 McEnroe v. McEnroe campaign, which pitted tennis player John McEnroe against virtual versions of himself throughout his career. It won five Cannes Lions and an Emmy, among others.

Prior to joining Anheuser-Busch in 2005, Marques was a marketing manager for food company Hillshire Brands. His work has taken him from Portugal to the Netherlands, Belgium, Brazil and the U.S.

Luis Miguel Messianu, founder and chief creative officer, Included Creative and MEL

With more than 35 years of experience, Luis Miguel Messianu is a pioneering Hispanic creative in the U.S. After building his pedigree both in the market and abroad, Messianu disrupted the industry in 1994 when he opened his first shop, del Rivero Messianu, focused on reaching U.S. Hispanics. The agency was renamed Alma in 2007, which is the Spanish word for “soul.” 

Under his leadership, Alma took on a greater purpose than making great work for its clients: The firm’s mission was to change the way brands communicate with Hispanic audiences in the U.S. 

Messianu led his teams to move the industry away from stereotypical representations and toward depictions that are both culturally relevant and empowering. After several years of being viewed as a “multicultural” shop, Alma began to attract general market clients including Quaker and PNC Bank, putting its name on a global stage. 

Messianu spent more than 29 years at the agency as founder and chairman, staying on through its acquisition by DDB in 2001. In April 2022, he added global chief creative officer of McDonald’s to his title, where he was responsible for some of the brand’s biggest Hispanic market campaigns including #BetterwithPepsi and Vain x McDonald’s. 

Messianu is keeping busy after departing from DDB in June. His new agency, Included Creative, is focused on working with clients that want to reach diverse audiences authentically and support social causes. And just last week, Messianu announced that he and advertising vet Pedro Lerma are partnering with Edelman to launch a Hispanic-focused communications agency called MEL. Edelman has taken a minority stake in the firm. 

In addition to his day job, Messianu is also a board member of the Hispanic Marketing Council and the 4A's Foundation, a professor at the University of Miami and a member of the Forbes Agency Council. 

Fernando Musa, cofounder and chairman, David; CEO, Ogilvy Brazil

As the cofounder and leader of two of the world’s most-awarded creative agencies, Fernando Musa, needs no introduction. 

Starting his career at just 17 years old, Musa worked at several Brazilian agencies before landing at Ogilvy Brazil in 1995. There, he led projects for Unilever before becoming GM of the agency in 2005 and CEO in 2011. 

Also in 2011, Musa united forces with fellow creatives Anselmo Ramos and Gaston Bigio to launch David, where he continues to serve as chairman. The hot creative shop grew rapidly under his leadership, working with clients including Corona, Activision Blizzard and its most famous account, Burger King, where it picked up a slew of creative awards and became globally renowned for its work. It also expanded to six global offices, including New York, São Paulo, Miami, Buenos Aires, Bogotá and Madrid. 

Musa has steered both David and Ogilvy Group in Brazil since 2017, leading the network to pick up more than 130 creative awards. Under his leadership, Ogilvy Brazil won Agency of the Year at Cannes in 2013 and ranked as the sixth-most creative agency of the decade globally and second in Latin America in 2020. 

Regarded as one of the most influential advertisers in Brazil, Musa was named Advertiser of the Year in 2014 by Colunistas, a Brazilian advertising awards program. 

Jorge Plasencia, cofounder, chairman and CEO, República Havas

Jorge Plasencia cofounded Miami-based creative agency República in 2006 and led the shop as CEO through its 2018 acquisition by Havas. Now called República Havas, it is the network’s lead global multicultural agency with a mission to help general market brands better communicate with Hispanic audiences and vice versa.

Prior to República, Plasencia’s professional history is full of firsts: He was the first director of Hispanic marketing for the Florida Marlins, where he earned the distinction of Hispanic Marketer of the Year. He was also VP at Estefan Enterprises, where he oversaw marketing, publicity and corporate strategy across various divisions. He was on the management teams for Latin music legends Gloria Estefan and Shakira, playing a key role in the latter’s crossover into the global music scene. 

In addition to his marketing prowess, Plasencia is an influential civic leader. He has been advocating for the Hispanic community since he was 17 years old, when he cofounded the nonprofit Amigos for Kids in 1991 in Miami, now a national organization serving under-resourced children and families. 

Plasencia regularly wields his influence to support the Hispanic community, serving on the boards for PBS, Friends of the National Museum of the American Latino and the Adrienne Arsht Center for the Performing Arts. He was appointed to the advisory board of the Broadcasting Board of Governors’ Office of Cuba Broadcasting by former President George W. Bush and served as the board chair for Hispanic civil rights and advocacy organization UnidosUS.

Marc Pritchard, chief brand officer, Procter & Gamble

Marketing legend Marc Pritchard manages spend for one of the largest U.S. and global advertisers — a responsibility he takes seriously. 

The chief brand officer has not only grown P&G’s bottom line in his more than 40 years at the CPG giant, but has also shepherded the industry through change — advocating for greater transparency and brand safety in the digital advertising ecosystem, as well as diverse and sustainable marketing.

His outsized impact on the ad industry has earned both him and P&G dozens of accolades.

Pritchard is one of Campaign US’ 2023 CMO 50, was named the Global Marketer of the Year by the World Federation of Advertisers in 2020 and was inducted into the Marketing Hall of Fame in 2022. He chairs the board of the Association of National Advertisers (ANA) and is a founding member of the Global Alliance for Responsible Media (GARM).

P&G was named Brand Marketer of the Decade by Cannes Lions in 2020, having scooped 243 awards at the festival during the 10-year period.

Pritchard revealed his Mexican heritage at the ANA multicultural marketing and diversity conference in 2017, when he said he previously “suppressed” his ethnicity “for fear of being labeled.”

Anselmo Ramos, cofounder and creative chairman, Gut

Brazilian-born Anselmo Ramos is a self-defined “passionate Latino” with plans for “global domination.” Coming off a Cannes Agency of the Year win plus doubled profits in 2022, it looks like he’s not far from seeing that plan through.

As cofounder and creative chairman of Gut, Ramos is guiding an agency going through tremendous change and growth. In addition to the Cannes win and profit increase, Gut recently named Sandra Alfaro its first U.S. CEO.

Ramos has accomplished goals with eerie accuracy — he told Campaign US he wanted Gut to be the Cannes Agency of the Year in 2023 all the way back in 2019 — back when he didn’t have a salary or a car and had just taken out a second mortgage on his home.

Ramos has more recently taken his marketing magic back to the streets of Miami, where Gut got started in the U.S., as a professor of pop culture engineering at the Miami Ad School alongside NotCo CMO Fernando Machado. He’s also on the board of the One Club for Creativity.

Before Gut, Ramos served as chief creative officer at agencies David and Ogilvy Brazil, the former of which he was also a cofounder. 

Nancy Reyes, CEO, Americas, BBDO 

Though Queens-born Nancy Reyes didn’t grow up dreaming of a career in advertising, she has nevertheless climbed her way to the top of one of the industry’s most storied creative agencies in her 25-plus years in the business. 

Reyes began her career at Goodby, Silverstein & Partners, where she spent 12 years rising from group account director to managing director in New York. Following a brief client-side stint at Verizon, she landed at TBWA\Chiat\Day New York in 2016. In 2021, she was promoted to CEO, where she oversaw relationships with iconic brands including Adobe, Google, Procter & Gamble, Hilton, Meta and PepsiCo. 

And just last week, BBDO announced it had hired Reyes as CEO for the Americas region, where she will lead another storied creative network in established and emerging markets.

A DE&I advocate, Reyes has pushed for industry-wide progress throughout her career. She also champions programs that provide opportunities for those with underprivileged backgrounds, such as Creative Ladder, which provides training and mentorship for underrepresented women in the C-suite, and TBWA\Chiat\Day’s Youngbloods program. 

Reyes discovered her love of advertising through Prep for Prep, an organization providing underprivileged youth with career-development opportunities. She now serves on the organization’s board and provides its students with advertising opportunities through an internship program for young people of color.

Reyes also sits on the board of the Ad Council and was a founding member of Times Up. In 2018, she founded Circle of Women, a program providing executive coaching to rising women leaders.

David Tardio, VP, head of sales and marketing, Warner Bros. Discovery

David Tardio is a giant in media sales, with experience at some of the world’s biggest media companies.

Tardio has been in his current role as VP, head of sales and marketing for Warner Bros. Discovery for the past 18 months. He came into the position from Discovery, where he worked for more than 15 years, including as VP of sales and marketing, prior to the merger between the two companies in April 2022.

His focus is on advertising within Warner Bros. Discovery’s U.S. Hispanic unit, which includes cable networks Discovery en Español, Discovery Familia, Hogar de HGTV and CNÑ en Español, as well as streaming offerings Discovery en Español Go, Discovery Familia Go and CNÑ Resumen.  

Throughout his career, TV has experienced profound changes as consumers have embraced streaming services at the expense of linear television. Meanwhile, programmatic and analytic capabilities have vastly altered advertising within the space.

Tardio has embraced change, demonstrating a strong ability to use cutting-edge technology to create more choices and better value for clients. 

Prior to Discovery, he held sales positions at media companies Univision, Azteca America and Latin Media Works.

José Antonio Tijerino, president and CEO, Hispanic Heritage Foundation

José Antonio Tijerino has led The White House-established Hispanic Heritage Foundation (HHF) for more than two decades, spearheading the nonprofit’s efforts to promote cultural pride and personal and professional development within the Hispanic community.

During his time with HHF, Tijerino cofounded the Latinos On Fast Track (LOFT) program in collaboration with the Hispanic College Fund. The program pairs underserved Hispanic youth with mentors and advancement opportunities in industries such as public service, technology and healthcare.

Tijerino’s commitment to the Hispanic community extends beyond work. He has devoted considerable time and resources to help found various initiatives, including the NFL Hispanic Leaders Alliance, the American Project, the We Dream America campaign, the Refugee Education and Development program and the Dream Lead Institute for recipients of DACA. His work with migrant families on the U.S. border earned him recognition by FWD.us, an immigration and criminal justice reform advocacy organization.

While Tijerino holds multiple accolades, he also ensures other Hispanic changemakers are recognized as the executive producer of the Hispanic Heritage Awards, a yearly celebration of top Hispanic leaders hosted by the HHF. The HHF also nurtures the next generation of Hispanic leaders by providing grants to college hopefuls through the Youth Awards.

Lizette Williams, global head of vertical solutions marketing, Meta

Lizette Williams oversees global solutions marketing at Meta, where she develops strategies that leverage Meta’s ad products for clients across auto, CPG, e-commerce, entertainment, gaming, government, technology and travel.

Williams joined Meta in 2020 following 13 years as a marketer for major brands including PepsiCo and Kimberly Clark. Most recently, she was senior director of U.S. brand strategy at McDonald’s. 

She was also the head of cultural engagement and experiences at McDonald’s, a role that involved overseeing all diverse advertising and branded content for the fast-food chain, including one of McDonald’s biggest African-American marketing campaigns, Black and Positively Golden. Williams was also the North America multicultural marketing leader for Kimberly Clark, where she helped grow sales from Hispanic consumers.

A proud Afro-Latina, Williams is passionate about improving representation in the industry and mentoring young people. She serves on the board of the Chicago Advertising Federation and has provided keynotes and lectures at several universities, including Northwestern and Lincoln. She is also on the board of healthcare marketplace RealSelf. 

Williams was inducted into the American Advertising Federation Advertising Hall of Achievement in 2017.

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