Rodriguez named VP Multicultural Marketing at Edelman.

Edelman announced the appointment of Veronica Rodriguez as vice president, multicultural marketing in the New York office. Rodriguez will report to Sonia Sroka, executive vice president and group head, Edelman multicultural.

“Veronica will be an instrumental driving force in the growth of our multicultural practice,” said Sroka. “Her industry experience, strong entrepreneurial spirit and proven track record of delivering measurable results for clients make her a valuable addition to our team.”

Rodriguez joins Edelman from VPE Public Relations, a full-service U.S. Hispanic communications agency where she headed east coast operations and oversaw the agency’s Verizon Wireless business. Prior to VPE, she served as the senior public relations and social media manager at The Vidal Partnership. During her tenure, she led national campaigns for brands such as Diageo, Heineken, JC Penney, Kraft, Macy’s, Sprint and The Home Depot.

“I am very excited about my new role and look forward to helping Edelman’s impressive roster of clients develop strategies to build authentic relationships with diverse audiences,” said Rodriguez.