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Portada’s Brand Star Committee is a highly regarded group of brand marketing executives that are very enthusiastic about targeting consumers through cultural insights and passion points. Read the FAQ about the Council System!


Janet Grynberg
Board Chair
Head of Content

Janet has worked as editor and translator since 2013.  After graduating with honors when receiving her Bachelor's Degree in English literature, she began working as a book reviewer for Expansión, the leading business magazine in Mexico. She has also worked as editor of young adult literature for publishing houses like Planeta and Penguin, and she's the author of a book of short stories. She's in the process of getting her MA in English at McGill University. Her interests include arts, good food, and her 8 pets.

Jason P. Riveiro
National Director, Growth Markets

Riveiro brings over 20 years experience leading multinational strategic initiatives for some of the most recognized Fortune 500 companies including Toyota, Procter & Gamble and Macy's on both the agency and client side. Prior to joining Realogy Holdings Corp, Jason served as Chief Marketing Officer for the National Association of Hispanic Real Estate Professionals (NAHREP). Jason is also responsible for pioneering the launch of multicultural marketing departments at Big Lots, North America's largest closeout retailer and The Sherwin-Williams Co., the nation's largest specialty retailer of paint and painting supplies.

Jason holds a Master of Business Administration from Xavier University, a bachelor's degree in International Studies and Business Administration from the University of St. Thomas in Houston, TX and has completed graduate courses at the Universidad de San Pablo-CEU in Madrid, Spain.

Kristin Sánchez
Multicultural Marketing Manager

For nearly 20 years, Kristin Sanchez has worked in the marketing and strategy disciplines in advertising agencies, non-profit organizations and consumer packaged goods. Currently, she is the Multicultural Marketing Manager at Nestle USA working with brands such as DiGiorno, Hot Pockets and Stouffer’s build their multicultural strategies. She holds a double major from Northwestern University in Latin American Studies and Political Science and an MBA from Georgetown University.

Alex Tokatlian
Advertising and Multicultural Marketing Manager, Domino’s
Domino's Pizza

A classically trained marketer, Alex leads Domino´s Pizza general Marketing advertising, in addition to leading Multicultural Advertising and marketing efforts including advertising development, digital engagement, media, and retail strategy. Prior to that, he lead several key product launches including improved core toppings, and Domino’s Bread Twists. Prior to Domino’s, Alex managed several iconic brands at The Hershey Company, and also has prior experience working at the New York Stock Exchange, and Frito-Lay.

Francisco Morillo
Digital Marketing Manager - SEM & SEO

Francisco ‘Kiko’ Morillo has over 10 years of digital marketing experience with a strong focus on strategy with data-driven digital campaigns. Before joining Sprint to drive the SEM and SEO efforts, Francisco was at Xoom, a PayPal service, where he was responsible for managing digital acquisition programs through search, display, video, and app install.Previously, he worked on the agency side as a Digital Media Director and also has experience in the e-commerce industry. He has a drive for data analysis, digital marketing innovation and drive business growth.

Andres Falquez
Category Marketing Manager
GraceKennedy Ltd

Bio soon.

Xochitl A. Leon
Vice President, Hispanic Segment Strategy Leader
Wells Fargo

As head of the Hispanic Segment Strategy at Wells Fargo, Xochitl Leon is helping Wells Fargo understand the financial needs of the Hispanic community to drive market share, revenue growth and brand preference for the corporation. Her career has focused on business and marketing to multicultural communities in the financial services industry. Prior to joining Wells Fargo, she worked on market research and economic forecasting at Standard & Poor’s DRI and CB Richard Ellis for Latin American economies and commercial real estate, respectively.

Fabiola Velarde
US Managing Director
CH Carolina Herrera

Miss Velarde leads North America operations for Carolina Herrera’s lifestyle brand CH Carolina Herrera. Fabiola has degrees both in architecture and fashion merchandising, and combines a keen business mind with an eye for aesthetic and design. The CH Carolina Herrera brand, well established in Europe and Latin America, hired Fabiola in 2006 to spearhead the brand’s launch in the North America market. Throughout her tenure, she has played an integral role in the design of the luxury experience protocols the brand follows worldwide. Today, with stores across the US and through her leadership of a best-in-class team, Fabiola has grown the CH Carolina Herrera brand in North America to be one of the biggest and fastest growing markets for the brand.

Erendida Samaniego
Head of Marketing
El Super


Bio soon.

Lorena Nuñez
Consumer Marketing
Allstate Insurance


Bio soon.

John Sandoval
Senior Brand and Latino Marketing Manager


John is Senior Brand and Latino Marketing manager at Intuit, where he is responsible for the TurboTax brand and leads marketing strategy and tactics for the Latino market in the US. Prior to Intuit, John was founding partner of Orange USA, a boutique marketing agency growing client brands through the use of the latest marketing strategies and tactics. Prior to Orange USA, he worked at Square focusing on the growth of their Square en Espanol product offering and as a Brand Manager with Procter and Gamble.

Ariela Nerubay

Ms. Nerubay is an award-winning marketing executive with 20 years of experience launching and marketing entertainment content, films, cable networks, products and services to consumers across the U.S. and Latin America. Ms. Nerubay is currently CMO of the leading Latino Retail Superstore, Curacao, where she was hired to lead a company-wide turnaround strategy to re position the brand in the mind of its customers.
Before Curacao, Ms. Nerubay consulted for a variety of Hollywood Studios including Sony Pictures International Releasing, Aviron Pictures and Lionsgate.

Ana Lucía Soto
National Media Manager


Ana Lucía is JCPenney’s National Media Manager developing 360 total market strategies that touch every step of the marketing process, from planning to execution with over 18 years of international multidisciplinary background in Marketing and Media. She holds a Bachelor’s Degree in Communication Science (LCC’98) from el Tec de Monterrey (ITESM, Campus Monterrey). Born in Mexico City, she grew up in Monterrey where she was exposed to the bi-cultural US/Mexican border dynamics. She lives in Dallas, TX.

Yonathan Bendesky
Director, Mexican Imports

Bio soon.

Leonor Palao
Assistant Vice President, Brand Marketing & Advertising

Leonor Palao is responsible for the development and strategy of the firm’s advertising and branding. She started her career on the agency side where she worked for 6 years developing media plans and creating media programs for various brands ranging in industries such as Pharmaceutical, CPG, Technology and Finance.She transitioned to the client side at OppenheimerFunds 7.5 years ago to manage the development and execution of their media strategy and the creative assets tied to the firm’s brand and advertising efforts. A huge part of Leonor’s job is the management of agency partners in various aspects.She meets with senior leaders and digs deep to discover stories that inspire not only the agencies but media partners to propose interesting and advantageous programming. Since her hire, she has led, driven and crafted the strategy of numerous award winning communication platforms that have disrupted the category and helped navigate the rebranding of OppenheimerFunds.

Edwin Hincapie
Senior Brand Manager, Dewar's Scotch Whisky

Bio soon.

Rajaa Grar
Senior Director of Global Marketing/ Head of Brand, Social Media & Influencer Marketing
Paula's Choice LLC

Rajaa Grar is the Sr. Director of Global Marketing at Paula’s Choice Skincare, heading all brand/ Omnichannel, social and Influencer Marketing at the Global Skincare company with a cult following. Prior to that, she was at Amazon, leading the Luxury Skincare category where she has accelerated high double digits YoY growth and launched brands like Korean skincare brand Tony Moly, Erno Laszlo, and Jurlique. Prior to that, She was at the Starbucks coffee company heading up all brand and digital marketing efforts for the Frappuccino and Doubleshot energy brands in Latin America.Rajaa has spent over 13 years in brand & digital marketing in the US and globally at companies such as the Kellogg Company, Coors Light / MillerCoors, and Tampico Beverages.Rajaa holds an MBA from Northwestern University - Kellogg School of Management, a bachelor’s degree from McGill University in Marketing and International Business and a bachelor of science with a major in Microbiology from the University of Montreal.

Matthew Harris
Sales Director, U.S. Hispanic
Verizon Media

High-performance sales leader who can innovate strategies that boost revenue across multiple media platforms. Expert at new business development from opportunity identification through customer capture and retention in both domestic and international markets. Strong Digital and Linear advertising acumen with a focus on audience-based targeting, integrated programs, and branded media.
Specialties: sales management, client/customer relations, needs assessment, market analysis, New business development, negotiations, integrated programs.

Belen Pamukoff
Brand Director

Bio soon

José L. Plaza
The California Endowment

Jose L Plaza currently serves a Manager in the statewide team at The California Endowment, one of the largest health foundations in the country, and is charged with managing portfolios that impact health, empowering disenfranchised communities, and using tools for narrative change.

Lorena Nuñez
Consumer Marketing
Allstate Insurance

Bio soon.


Brand Star Committee 2019 Schedule


Meeting 1 Virtual Meeting, Late January (tbd)
Meeting 2 14-15 March @ Portada LA, Loews Santa Monica
Meeting 3 Late July (tbd)
Meeting 4 11-12 Sept @ Portada New York


IF YOU ARE INTERESTED IN MEETING THE ABOVE OR OTHER BRAND MARKETING DECISION MAKERS  who are members of Portada's  Council System and demand a wide array of marketing services, please contact Portada Sales Manager Michelle Lopez.