Hispanic Marketing Expert Lupe De Los Santos Joins HRN Hispanic Radio Network As Chief Cultural Officer

Lupe De Los Santos has joined HRN Hispanic Radio Networks as Chief Cultural Officer. Drawing on his 25 years of experience in the US Hispanic/Latinx marketing space at advertising agencies and brands, De Los Santos will help grow the HRN brand, particularly among advertisers and their agencies. He will review HRN’s Spanish-Language music and spoken word offerings and present strategic solutions that build on a program’s existing success.

“I’m excited to be working with HRN senior leadership, radio affiliates, partner brands, and on-air talent on how to best tap into the beautiful cultures that make up the US Hispanic marketplace,” said De Los Santos. “HRN’s audio platform features popular on-air talent and content that connect with the Hispanic audience. More great things are coming,” he promised.
De Los Santo’s first project will be to help HRN position Prisa content for the U.S. Hispanic audience. Prisa, the largest owner of Spanish speaking radio stations in the world, has an enormous amount of content.

“With Lupe’s insights on Hispanic communities, we can delve deeper into the behaviors and habits of the widely diverse US Hispanic population and develop programming for engagement and growth,” stated Clark Logan, President of HRN Hispanic Radio Networks. “We’re delighted that Lupe has joined our team, and I look forward to collaborating with him.”

De Los Santo has worked at New York/Boston and LA based powerhouse agencies like Walton Isaacson, The Vidal Partnership, Team Enterprises, and DVC Worldwide for brands, such as Miller Lite, Tecate/Dos XX, Nissan, The Home Depot, Heineken, Wells Fargo and many others, creating advertising campaigns, shopper marketing programs, digital marketing initiatives, influencer and promotional marketing efforts, as well as entertainment, podcast, and lifestyle marketing programs.

He has also worked on the client side at both Procter & Gamble and The Clorox Company, where he did similar work for brands such as Old Spice, Olay, Bounty, Crest, Secret, Clorox, Kingsford Charcoal, Hidden Valley Ranch and more, via increased investments in diversity owned and operated media companies to create Music Festivals, Content Platforms, Activate Sports Marketing Partnerships (NFL, Olympics, Indy Car, Major League Soccer, Mexican National Soccer Team, and more), Influencer Marketing Campaigns, as well as Retail Shopper Marketing programs.

De Los Santos has been recognized within the industry by publications such as Brand Week & Promo Magazine for his work and was also recognized by Brand Innovators as a “40 under 40” top brand marketer.