LEADERS FROM BEAUTIFULBEAST, DIESTE AND THINKNOW JOIN THE HISPANIC MARKETING COUNCIL BOARD OF DIRECTORS

The Hispanic Marketing Council (HMC) announced that Roy Kokoyachuk, co-founder and principal of ThinkNow, Franco Caballero, managing director at Dieste, and comeback member and past HMC Chair Aldo Quevedo, CEO of BeautifulBeast, have joined its board of directors. These new board members will work closely with HMC Chair Jose Villa, president of Sensis, the organization’s governing bodies, executive committee, and executive director to further HMC’s mission of elevating the role Latinos play in fueling the U.S. economy and helping brands authentically and effectively tap into this powerful growth market.

“Bringing Roy, Franco and Aldo onto the board could not come at a more pivotal time,” said Villa. “Today’s socio-economic environment demands sharper insight, stronger cultural fluency, and bolder advocacy for the Hispanic market. Roy’s depth in data, Franco’s cultural intelligence and Aldo’s unmatched creative leadership will significantly strengthen HMC’s ability to guide brands with clarity, credibility, and purpose. Their perspectives will help ensure that Hispanic consumers—who continue to drive U.S. growth—are fully recognized, understood, and invested in by the marketing and advertising industry.”

Roy Eduardo Kokoyachuk, Co-Founder & Principal, ThinkNow

Roy Kokoyachuk is co-founder and principal at ThinkNow, a technology-driven cultural insights agency that helps brands and government agencies understand the cultural factors influencing consumer decisions. Under his leadership, ThinkNow launched DigayGane, the nation’s largest Hispanic online consumer-research panel; expanded its capabilities with ThinkNow Audiences, offering programmatic multicultural segments to major ad-tech platforms; and introduced ThinkNow Synthetic, an AI-driven synthetic-sample platform. In 2023, he incorporated ThinkNow MX in Mexico to support research and respondent provisioning throughout Latin America.

Kokoyachuk began his career at Warner Bros. Media Research, where he gained valuable experience in media analytics. He then joined Garcia Research Associates as vice president of advertising research, where he oversaw copy-testing for all Procter & Gamble Spanish-language television commercials, directed the company’s online consumer-research expansion, and created a market-research operations center in Tijuana, Mexico.

Franco Caballero, Managing Director, Dieste

With nearly two decades spanning creative and brand strategy experience, Franco brings a perspective shaped equally by imagination and rigor—connecting cultural insight, data, and storytelling to drive meaningful business outcomes.

His career includes integrated leadership roles across multicultural agencies, independent media, and global networks, with experience at Dieste, Wieden+Kennedy New York, Remezcla, EP+Co, and VMLY&R. Across these environments, Franco has supported work spanning telecommunications, consumer goods, food and beverage, automotive and technology—helping organizations navigate cultural complexity, modernize audience understanding, and unlock new growth opportunities.

A Texas–Mexico border native based in Dallas, Franco is passionate about cultural intersections, decision science, and the importance of data equity in marketing technology. He believes curiosity is a strategic advantage—and that incisive questions lead to better outcomes for brands, businesses and the communities they serve.

Aldo Quevedo, CEO, BeautifulBeast

Aldo Quevedo is the CEO of BeautifulBeast, an award-winning agency dedicated to reaching Hispanic and multicultural audiences through culturally resonant, high-performing ideas. With over three decades of experience, Aldo was the first Mexican to win a Cannes Lion, be inducted into the AAF Hall of Achievement®, and, most recently, into the Círculo Creativo Hall of Fame. A founding member of Círculo Creativo, he has spent his career elevating diverse voices and pushing the industry toward true omnicultural creativity.

Raised by a strong single mother, Aldo brings resilience, leadership, and purpose to everything he does. He also serves on the boards of Bachman Lake Together and the City of Dallas Office of Arts and Culture, reflecting his commitment to community impact. Born in Cuernavaca, Mexico, and fluent in Spanish and English, Aldo translates complex marketing challenges into stories that connect, perform, and endure.

For more information, visit hispanicmarketingcouncil.org and follow HMC on LinkedIn and Instagram at @hmchispanic.

About HMC: Founded in 1996 as the Association of Hispanic Advertising Agencies, the Hispanic Marketing Council is the national trade organization of all marketing, communications, and media firms with trusted Hispanic expertise.