Figueroa named Head of Strategy & Participation at Lapiz

LAPIZ announced the hire of Diego Figueroa as SVP, Strategy and Participation Director. With a keen understanding of the General Market and Multicultural planning, Figueroa will oversee the agency’s Strategy department, which encompasses brand strategy, consumer engagement, research and shopper marketing.

Diego repositioned Taco Bell into a brand for a new generation of Americans; a brand turnaround that was described as one of the most complex in decades by USA Today. With well over a decade of experience in the industry, Figueroa has worked with global brands such as Coca-Cola, Taco Bell, Nestle, State Farm, Levi’s, Nextel and Nissan, to name a few. Previously, he held post as Group Planning Director for McGarry Bowen serving clients such as Cars.com, Disney and Mondelez Global, and was the Director of Strategy for the Multicultural Discipline in the Chicago office.

“Diego’s seasoned experience and wealth of knowledge in both the cross-cultural and general markets is an invaluable asset,” says Gustavo Razzetti, EVP Managing Director at LAPIZ. “We expect that Diego’s expertise will be critical as we continue to expand into emerging cultures, segmenting consumers by behaviors rather than ethnicity”

Figueroa, who will report directly to Razzetti.

“I’m thrilled to be joining Lapiz, and absolutely honored to work with a team of such incredibly talented people,” said Figueroa. “Their uncompromised focus on creativity and innovation promises very exciting times ahead.”