Terra Shuffles Management in U.S. as Part of Regional Plan

The General Manager of Terra Mexico, Gerardo Adame has been tapped to lead operations in the U.S. Hispanic market. He replaces Fernando Rodriguez, who held the top position in Terra U.S. for over a decade.

Gerardo Adame

Gerardo Adame

In an interview with Portada, Terra Global CEO Paulo Castro said the move is part of a broader plan that includes organizing operations into regions, rather than by country. In January, for example, Terra appointed Roberto Barroso as head of the Cono Sur region, leading Terra in both Chile and Argentina.

"We need to be more efficient as a global company," Castro said about the new management structure. Adame will continue to be based in Mexico City, but as Castro said, "He will be traveling a lot."

About the departure of Rodriguez, a former Telefónica executive and long-time Terra US head, Castro said: "Fernando was without a doubt very important in the development of Terra in the U.S." But, he added, these changes reflect the need to compete more efficiently. "Gerardo Adame is the right person for the job; he is an experienced professional and I am sure that he will do an excellent job in the U.S.," said Castro.

Prior to joining Terra in 2000, Adame was Chief Operations Officer at Infosel Financiero in Mexico City. He is a native of Mexico and a graduate of the Monterrey Technological Institute of Higher Education.


Laura Martinez (@miblogestublog)

Laura has lived and worked as a journalist in Mexico, Chile, Argentina and the U.S. She was the founder and editor in chief of Marketing y Medios magazine, an English- language trade publication devoted to explaining the Hispanic market to a non-Spanish speaking audience of executives and marketers. Prior to that, she was responsible for creating and launching the Spanish-language edition of the Wall Street Journal. She was also the creator and founding editor of Entrepreneur magazine´s Spanish-language Web site www.SoyEntrepreneur.com. She is fluent in Spanish, English and French and works as a freelance writer and editor in New York City.

MORE FROM PORTADA

Amazon, Wal-Mart Drawing the Largest Numbers of Online Hispanic Shoppers in US

Amazon, Wal-Mart Drawing the Largest Numbers of Online Hispanic Shoppers in US

We looked at the top 15 online retail sites visited by Hispanic shoppers in the US and how they scored in number of visitors in May 2018.


Dentsu Aegis Network Acquires Agency Global Mind

Dentsu Aegis Network Acquires Agency Global Mind

This is the third Latin American acquisition this year after the Japanese giant acquired M8 and White Label in April. Global Mind will triple the headcount of iProspect and strengthen Dentsu Aegis' pan-regional reach. 


4 Truths and One Lie About Multicultural Marketing According to Mel Rodriguez & Co, Starcom, Walton Isaacson…

4 Truths and One Lie About Multicultural Marketing According to Mel Rodriguez & Co, Starcom, Walton Isaacson…

We talked to Melissa Rodriguez, Dana Bonkowski, Albert Thompson, and Teylez Perez about the future of brands in an increasingly multicultural world. Reports estimate that by 2065 Hispanics will account for one-quarter of U.S. population. Brands should be aware of this opportunity and find appropriate communication strategies.