López Negrete Communications has tapped Sandra Alfaro as Managing Director, Brand Leadership. A Hispanic marketing veteran, Alfaro will be based in Houston, TX., where the agency is headquartered. Independent Lopez Negrete is one of the nation's largest Hispanic advertising shops, currently working with blue chip clients, including Walmart, Miller, Bank of America and Verizon.

Prior to joining López Negrete, Alfaro was General Manager, Multicultural at Kirshenbaum Bond Senecal + Partners, where she led an account and creative team at Ramona, the agency's multicultural unit charged with handling the Tecate account, among other clients. Tecate in early February announced the shift of its U.S. Hispanic creative work to Mexico City-based Olabuenaga Chemistry, a move that represented a key loss to Ramona. 

Prior to her one year stint at Kirshenbaum, Alfaro spent over 13 years at New York-based The Vidal Partnership, where she worked her way up to Managing Partner and Director of Account Management.

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