Alicea – President @ ViVA.

Effective immediately, ViVA has appointed Loreyne Alicea to the position of president, a post previously held by Linda Lane Gonzalez, founder of the firm. Ms. Gonzalez will remain at the helm as Chief Executive Officer.

In her new role as president of ViVA, Ms. Alicea will assume responsibility for the day-to-day operations of ViVA’s Miami headquarters, the San Antonio subsidiaries, including ViVA Media, and all networks for both the US Hispanic and Latin American markets.

“Loreyne brings a wealth of management talent that will help ViVA achieve industry leadership more quickly,” says Ms. Gonzalez. “Her proven expertise in all areas of marketing, strategy, and business operations perfectly complement our existing management. We are delighted to have her heading our team.”

Ms. Alicea comes to ViVA with 15-years of experience marketing within U.S. Hispanic and Latin American markets—ten of those years were spent on the media and client side. In fact, Ms. Alicea was ViVA’s first client.

“I was first introduced to Linda while Director of Marketing for CBS TeleNoticias in the 1990s,” says Ms. Alicea. “ViVA had just opened its doors. I was so impressed with the agency’s knowledge of the US Hispanic and Latin American markets and Linda’s creative strategies, that I signed on as ViVA’s first client,” adds Ms. Alicea. “Now, I am excited to be at the helm of the agency that I have always regarded as one of the smartest in the industry. By taking over from Linda the daily operations of the firm, I am freeing Linda to devote even more time to what this agency is best known for– strategic planning and creative development. It’s going to be a fun ride.”

Before joining ViVA as president, Ms. Alicea was senior vice president of GrupoUno International where she was responsible for account services, reinforcing the agency network in Latin America, and key Clients that included Porsche, Microsoft & AIWA. Prior to GrupoUno, Loreyne was responsible for launching 141 Worldwide in Latin America. 141 Latin America was the integrated marketing and communications division of Cordiant Communications, the below-the-line sister agency to Bates Latin America.