Febres-Cordero – Account Director @ La Gente de RLR.

La Gente de RLR has promoted Malu Febres-Cordero to Account Director to help meet the needs of client growth and new accounts.

“Malu’s expertise in the Hispanic market, and years of experience will help agency clients grow their business,” said Ralph Lacher, executive creator director of La Gente de RLR. “She’s keenly aware of each of the segments within the Hispanic market and has a dynamic and compelling personality, with her own unique flavor, to communicate big picture ideas.”

In addition to helping form strategies, she will oversee all day-to-day aspects of client services. Her duties will also include facilitating and managing communications between the account teams and other agency disciplines.

“In this role, she also plays the consumer advocate. Her insight into the Hispanic market is very thorough and is a key factor for clients,” said Lacher.

Accounts that she will be supervising for the agency include Verizon Wireless, Auto Club of Southern California and Sit’ N Sleep.

“Reaching Hispanics is not just about presenting your brand, but about understanding your audience’s psyche and interacting with them directly, which is what La Gente de RLR understands and makes sure to incorporate into its integrated advertising and marketing initiatives,” said Febres-Cordero.

Before joining La Gente de RLR, Febres-Cordero served as Affiliate Marketing Coordinator at GEMS television developing and implementing Hispanic marketing acquisition campaigns for cable operators.

She also served as Senior Account Executive for LatinWorks Marketing, where she was responsible for developing and implementing national and regional Hispanic marketing programs for clients that included Miller Brewing Company, Ralston Purina, Southwestern Bell, Beech-Nut Baby Food and Copa Airlines/Panama.