Mercado named Consumer Connections Director at Alma.

Coconut Grove based Alma announced the hiring of Jorge Mercado as its Consumer Connections Director.
Mercado brings a 15-year track record in Hispanic media and marketing that includes work for national brands such as General Motors, GMC, Farmers Insurance, Sprint Nextel and the U.S. Navy.

Lured from Prisa Digital, where he served as Associate VP of Marketing and Communications, Mercado is a specialist in launching and re-launching brands with a combination of traditional media and new platforms.

Mercado previously acted as Director of Marketing at Terra Networks USA, where he re-launched the brand for the U.S. market, developed brand strategy, digital and traditional marketing initiatives, as well as working with global communications and marketing teams across Brazil, Mexico, Argentina and Colombia to unify messaging and positioning. While at Terra, Mercado was recognized by the Interactive Advertising Bureau as a pioneer in Hispanic digital advertising in 2006.

Mercado’s portfolio also includes a stint as Digital Marketing Manager and Media Supervisor at accentmarketing, a full service Hispanic agency.

“Our business has grown tremendously and it became clear that we really needed a team member who could incorporate an enhanced view of media opportunities we can fully utilize for our clients,” said Vice President and Managing Director Isaac Mizrahi.

“We really felt that Jorge’s mix of Hispanic mass media and digital experience was a perfect fit for the direction Alma is going,” saidLuis Miguel Messianu, Alma President and CCO. “We’re excited to further develop our agency’s deep bench of talent and the expanding capabilities we’re able to offer to clients.”