Lopez Negrete Communications has announced a reinvention in its brand leadership structure with the additions of Sandra Alfaro-Rodriguez and Julio Arrieta to the newly created posts, managing director, brand leadership.
Redefining the traditional agency model, Lopez Negrete will focus Alfaro-Rodriguez and Arrieta’s vast and diverse marketing experiences on specific “industry verticals,” creating two highly specialized brand leadership groups activating a full suite of disciplines, from digital to CEM/CRM, to strategic planning services for truly integrated, holistic marketing initiatives designed to helping the agency’s clients maximize their opportunities among the burgeoning Hispanic consumer segment. Alfaro-Rodriguez will concentrate on clients in the consumer packaged goods, retail, quick service restaurants, beverages and spirits industries. Arrieta will oversee clients in telecommunication, technology, financial services, entertainment and apparel; however, a culture of sharing insights and leveraging mutual learnings and resources will bond the brand leadership groups in their new journey.
“Nearly three decades of being best-in-class in Hispanic marketing is only possible through constant, fearless reinvention of our approach to this fascinating, beautifully complex consumer segment, as well as a strong dedication to attracting the industry’s most brilliant minds to our 207-employee family” said Alex López Negrete, President, CEO and CCO, Lopez Negrete Communications. “Sandra’s arrival and Julio’s internal rise to this new role in our organization represents both a reinvention in how we steward our clients’ business and the implementation of the industry’s best atop our leadership structure, positioning us as an employer of choice for the sharpest in Hispanic marketing. We see this as a natural evolution of going from ‘best-in-class’ to ‘next-in-class’ in a meaningful way.”
Arrieta rises to the managing director post from executive group account director for one of the agency’s anchor clients, Verizon Telecom. He led Hispanic marketing strategy for arguably the biggest player in one of the most competitive of industries in America during the most challenging economic climate in recent memory. Prior to Lopez Negrete, Julio spent 20 years building successful brands in a variety of arenas including technology, financial services, automotive, retail, consumer packaged goods, media, entertainment and professional services. Some of the many household names to benefit from his experience include Microsoft, Hewlett-Packard, Coca-Cola, Land Rover, Visa and Chevron Corporation. He is the former CMO for Blue Casa Communications and has held various senior management positions at Momentum Worldwide, The Bravo Group, Neoris and Bates Worldwide, Inc.