Confirmed Speakers


    Brand Manager


    Already marking his 15th year as a trusted and respected marketing professional, both on the Trade and the Brand side of the business, Paul has a number of brand launching, brand building and brand growing success stories to his credit. With Monster Energy Drink Paul was at the forefront of one of the most successful product launch strategies in recent beverage category history.

    A strong believer in using non-traditional marketing methods in addition to traditional, above-the-line, marketing to reach directly into the lifestyle interests of targeted consumer groups, Paul is a confirmed advocate of integrating brands with community events and using creative interactive exhibits and “brand-in-hand” opportunities to build awareness and loyalty through sampling and face-to-face promotions.

    It was under Paul’s leadership and guidance at Monster that the brand catapulted to market-share stardom when he placed an aggressive growth strategy for the brand squarely on the shoulders of a powerful and growing consumer segment – the Hispanic Following that success, Paul was recruited by Juanita’s Foods to conceptualize and implement brand building programs across-the-board for the Juanita’s line of Mexican food products. It was there that his efforts gained the attention of a national brand in the QSR category, Taco Bell, where Paul leads the brand’s multicultural marketing efforts in the US. Mr. Mendoza is a So Cal native and holds a business degree from USC as well as an MBA from UC Irvine. He resides in Orange County with his wife and two children.



    Andre is a proven leader with a wide range of experience in marketing and finance. Andre was one of the preeminent producers of special events and concerts in the north east United States. He also owned one of the region’s largest night clubs and has worked with some of the largest millennial-facing brands and entertainers in the world. Andre moved on to lead the Media and Entertainment division at a boutique investment bank in NYC, and has also served as a Vice President of Investments at JP Morgan Chase. A graduate of the University of Connecticut, Andre is the Chief Executive Officer of Tru Optik. He has led the company’s business development, product innovation and marketing efforts.

    Chief Hispanic Marketing Strategist


    Born on a small island near Puerto Rico, called Manhattan, Rochelle Newman-Carrasco has spent 30 years specializing in US Hispanic Marketing. She has contributed to the development of culturally attuned strategies for some of the nation’s top marketers, including Lexus, Procter & Gamble, General Foods, Bank of America, Warner Bros, Macy’s and Jack in the Box to name a few. Currently based in Los Angeles, Newman-Carrasco provides strategic leadership to Walton|Isaacson clients with a commitment to US Hispanic market success.

    Prior to Walton|Isaacson, Newman-Carrasco spent 15 years as co-founder and CEO of Enlace Communications, Inc. She launched the agency after her tenure as the President of FoVa-West, Grey Advertising’s Hispanic division. She also worked with HBO and
    Tribune Entertainment on Latino specific projects. Rochelle has also sustained an active creative life as a playwright, solo performer and stand-up comedian.

    Ms. Newman-Carrasco has served on the Board of Directors of the Association of Hispanic Advertising Agencies and the Los Angeles Ad Club, to name a few. Most recently, she was named Co-Chair of the Advisory Board for The Center of Hispanic Marketing Communication at Florida State University. She is a frequent contributor to Advertising Age on the subject of US Hispanic marketing and has been a source for leading trade and consumer publications including the New York Times, Newsweek and The Atlantic.




    Roberto Orci’s career in marketing and advertising in Mexico, Canada and the U.S. make him a leader in his field. He was a Brand Manager at Procter & Gamble (Mexico); VP Management Supervisor at Ogilvy & Mather in the U.S., Canada and Mexico; and currently leads Acento.

    Roberto is experienced in virtually every product and service category, with clients such as Wells Fargo Bank, American Express, Western Union, Allstate, Honda, Johnson & Johnson, Mattel, Clairol and Kimberly Clark, Time Warner Cable and SUPERVALU, to name a few.
    Roberto received his BBA in Finance from the University of Houston and his MBA from Thunderbird Graduate School of Global Management. Roberto is also the Immediate Past Chairman of AHAA-The Voice of Hispanic Marketing.


    General manager Spanish-language media and Director of Sales Strategy/Development

    Natalie plays an integral role in outlining sales plans and strategies that increase advertising revenue and strengthen engagement among print and digital audiences in Orange, Riverside and San Bernardino counties within Southern California. Leveraging her strong knowledge of media consumption trends among Latinos, Natalie recently enhanced the distribution of Excélsior and La Prensa weekly newspapers, and is currently initiating programs to drive digital growth at Freedom. She joined Freedom in March 2007. Previously, she served in market research and advertiser development roles at ImpreMedia (La Opinion) and the Los Angeles Times.

    VP StyleHaul Mundo

    Luiza Ricupero Negret is the Vice President for StyleHaul Mundo, the South and Central
    American arm of StyleHaul, where she oversees all aspects of StyleHaul Mundo’s talent development, creative content, market expansion and lucrative brand deals. Prior to joining StyleHaul, Luiza worked at the renowned Creative Artists Agency (CAA) within the independent film division in Los Angeles. During her 10-year career in the entertainment industry, Luiza has worked with film studios such as Paramount Pictures and worked on digital content for major blockbuster productions. Luiza received her Bachelors of Arts from Emerson College where she held a double major in TV/Video production and Marketing Communications & Advertising.

    Digital Associate Director

    As Digital Associate Director, Christina Igaraividez has been the lead across multi-client group including brands such as Heineken, Wendy’s and Post Foods, leading Hispanic digital strategy and activation since joining the New York MV42 team in 2012. She currently leads digital strategy and activation for American Honda Motors across Hispanic, African-American and Asian audiences. In the past year she has contributed to winning a Creative Media Award for Multicultural Media, HispanicAd Award in Digital Category for 2014, and 2014 Portada’s Top Digital Media Professional Of The Year.
    Prior to MV42, Christina was leading digital at sister agency Tapestry in Chicago. Her digital experience encompasses display, online video, social, mobile and search. She has also worked on national TV media and strategy. Her expertise has been primarily in Hispanic and African-American targets online.

    EVP Chief Growth Officer

    Zach began his career 30+ years ago in account management on the full service agency side working at JWT, DDB and Chiat/Day. Zach handled a wide array of clients in a variety of categories including retail, travel, entertainment and healthcare.
    Zach is an active board member of thinkLA, the largest non-profit association founded to promote Los Angeles as a network of creativity and innovation in media, marketing and advertising. Zach holds a BA in Communications from Pepperdine and is a regular guest speaker in their advertising program. He also frequently moderates industry panels and authors articles covering various marketplace issues and trends.

    Enterprise Marketing Hispanic Segment Marketing Manager, Vice President

    Leon is the Co-Founder of the Bay Area non-profit LISTAS (Latinas in STEM2 to Achieve Success) . She is a graduate of HOPE (Hispanas Organized for Political Equality) Leadership Institute. In 2015 Leon was appointed by the Senate Rules Committee to serve as Board Member of the California Board of Accountancy. She grew up in Mexico and Oakland, CA and enjoys exploring the outdoors and learning about new cultures.

    SVP Digital, Sony Music

    Herb Payan is a digital business executive, with global experience in entertainment, digital strategies and technology. Mr. Payan oversees the development of the digital business strategy for the Sony Music Entertainment Corporation Latin-Iberia Region. The region includes the US-Hispanic Market, Spain, Portugal, and the Latin America market. Mr. Payan identifies and develops new and innovative digital products with both existing and new business partners. In addition, he spearheads the management of the company digital strategy and digital transformation. Prior to joining the Sony Music Entertainment Corporation, Mr. Payan held management positions with the United Technologies Corporation and the Gitano Manufacturing Group.

    SVP, Managing Director

    Sarah Robertson oversees Horizon Media’s marquee Hispanic accounts, including Corona, Telemundo, and NBC Universo. Working in close collaboration with Horizon’s Multi-Cultural practice, Sarah guides her team in developing innovative, consumer-driven communications strategies and best-in-class media connections. Under her leadership, Sarah’s brands have seen tremendous growth, numerous first-to-market breakthroughs and significant recognition from the advertising industry, including multiple Effie awards. With over 18 years of experience working on blue-chip brands like Honda and Nestlé, Sarah has earned a reputation for fostering holistic collaboration, exploring new opportunities, and constantly inventing new ways to break through.


    Lateef A. Sarnor is the CEO/Founder of KollideTV, an online video platform and streaming subscription service that offers exclusive original programming that features engaging stories, compelling personalities and untold
    perspectives to multicultural millennials via online, mobile and over-the-top devices.
    A creative marketing professional with over 20 years of experience at high-profile media and entertainment companies, Lateef has overseen strategic marketing initiatives at AOL, BET, Black Enterprise, and Def Jam Records, where he developed and executed
    successful programs for brands such as Coca-Cola, Ford, P&G, Diageo and Toyota. He
    is also regarded as a thought leader on reaching multicultural audiences, including
    African-American, Hispanic and LGBT audiences across the digital landscape.
    Prior to starting KollideTV, Lateef led sales, strategy and marketing for AOL/Huffington Post’s Multicultural audiences, including African American, Hispanic & LGBT. There he executed a national multicultural strategy that included partnering with sales leadership and editorial teams to develop breakthrough ideas and creative solutions for advertisers.
    He previously spent nearly 4 years at BET Networks, serving as Director for the Brand Solutions Group digital practice where he oversaw operations of the business unit focused on revenue generating product integrations, branded entertainment programs and high impact advertising programs across all BET platforms. He was primarily responsible for identifying digital strategies and integration opportunities for BET’s large roster of advertising clients.
    Prior to BET, Lateef worked at Black Enterprise Magazine where he coordinated the
    daily operations of the interactive group, and was a key driver behind the content and
    user strategy for the website. He also supported the Ad Sales efforts by developing
    integrated programs for clients in personal finance, small business & lifestyle verticals.
    Lateef attended Rutgers University where he majored in History and English. He is a
    native of Newark, NJ and is active in several community organizations in and around his hometown.

    Social MediaDirector

    Lala is an entrepreneur and internet visionary with over 10 years of expertise in Social Marketing, eCommerce, branding, community outreach and social event management. She is currently employed at digital marketing agency, Gigasavvy. Lala leads an innovative and fast growing social media department. She was featured in Latina Style, Inc Magazine, as one of the Visionary Entrepreneurs and in Latina Magazine as one of their Inspiring Latinas for launching #LatinaGeeks. She also appeared in “Tu Vida Tec”, a news segment on Univision 34.

    Head of Licensing – Americas

    JR was one of the pioneers of digital midia. Early in ’97 com Enlanco a social network of more than 30,000 users before existing social media. Step the first half of his career in Silicon Valley, where lancio TiVo in the US market, also locking with providers like DirecTV, Cox, etc. This since 2004 in Hollywood working with marketing studios like Disney, mediapeers / Deluxe, and Dreamworks Animation.

    Director Client Strategy

    Ray’s career in marketing and media has expanded over 20 years in several varied categories, ranging from beauty to finance; technology/telecom to fashion, government to consumer packaged goods among others. Ray considers himself a marketing person who happens to know a lot about media but strives to use consumer insights and how they interact with content and media to influence strategy, creative execution and media planning. Ray currently works at Woven Digital as Director of Client Strategy working with clients to help them achieve their goals in the digital and content creation space. Prior to Woven, Ray was at MillerCoors managing media strategy for its biggest brand: Coors Light, in addition to managing all multicultural and entertainment media for all of MillerCoors active brands. He was has instrumental in spearheading several innovative efforts such as the native integration of Coors Light as part of editorial in ESPN’s mobile app – the number one app reaching kits target; integrating Coors Light as the first alcohol advertiser within the Xbox platform; lead the creation of several TV show in the Spanish television landscape (ESPN Deportes’ El Diez and El Bar, Discovery en Espanol Acceso Exclusivo: Pumas and Univision Deportes’ Fanaticos del Frio); and working on the first organic integration partnership of branding in all shows on the Turner networks and FX networks. Ray resides between Los Angeles and Chicago with his husband of 16 years.

    Head of Music and Content

    As head of the Music and Content division of Lopez Negrete Communications, Rudy oversees all music and general entertainment initiatives for the agency. He works directly with brand and discipline teams to create impactful, entertainment-driven campaigns for Lopez Negrete clients and agency-related projects.

    Chief Creative Officer

    Max Goldenberg is an entrepreneur with more than 18 years of experience in the media industry.
    Currently Max is the Chief Creative Officer at FAV! Network, the first digital entertainment company created to bond global content creators, audiences and advertisers around the diverse Latino cultural DNA.
    His positions have included VP of Interactive Media & Internet Business at Pramer SCA (a Liberty Media company), IT Director at EMind (acquired by Pramer) and Project Manager at Multimedios America (television company in Argentina). At Pramer, he was responsible for the internet, ecommerce, mobile and online TV strategy.
    In November 2009 he founded EmergingCast, Inc. a company focused on an Internet-based model for the professional creation of content at scale in Latin America. In July 2011, Demand Media (NYSE:DMD) acquired the company. Post-Acquisition, Max served as SVP and General Manager for Video & International for 4+ years.
    He is a comedian with more than 12 years of experience. Because of that, Max is a recognized speaking coach.
    Max also is involved on non profit activities. He is member of the organizing team of TEDxRiodelaPlata, the largest TEDx event of the world.

    Producer and Head of Multicultural Creative


    Erika Anaya is a seasoned marketer and creative strategist, with over a decade of experience in Film and TV marketing. Currently she is Producer and Head of Multicultural Creative at AV Squad, an award-winning advertising agency specializing in entertainment campaigns, where she has created Hispanic-focused creative for FURIOUS 7, TOMORROWLAND, Marvel’s ANT-MAN, THE GIFT, and CRIMSON PEAK.

    Prior to her current position, she worked at Walt Disney Studios, where she spent 4 years as lead Creative on all Live-Action Motion Picture Hispanic campaigns. There, she forged a new path in the advertising process by developing “from-the-ground-up” creative, diverting from the old-fashioned methods of translating general materials into Spanish. Her efforts led to undeniable gains at the box office on films such as OZ – THE GREAT AND POWERFUL, IRON MAN 3, THOR 2, DELIVERY MAN, NEED FOR SPEED, MALEFICENT, CAPTAIN AMERICA 2, GUARDIANS OF THE GALAXY and INTO THE WOODS. She oversaw the trailer campaign for MCFARLAND USA, where her insights led directly to the promotional partnership with Grammy Award-winning artist, Juanes, who contributed music and press appearances in the support of the entire Marketing campaign.

    Erika is a native Angeleno – who in her spare time loves to travel, discover new restaurants, read lengthy historical biographies, and spend time trekking through NELA with her husband, Lee, and their dogs, Boris & Oliver.


    Chief Strategy & Creative Officer

    Etienne Hernández-Medina is President/CEO and Chief Strategy & Creative Officer of H+M Communications, an award-winning communications consultancy specializing in marketing film, entertainment and consumer brands to Hispanic audiences. Over the past 15 years alone, Etienne has managed nearly 300 theatrical and home entertainment film campaigns spanning media planning and buying, creative, publicity, events, grassroots and experiential marketing, digital and social media, sponsorships, promotions, and crisis management. Recent successes include Hispanic campaigns for Straight Outta Compton, Despicable Me, Fast & Furious, 300, Kung Fu Panda, The Purge, The Dark Knight, Nacho Libre, Under the Same Moon, The Hangover, Cars, Pan’s Labyrinth, and Un Gallo con Muchos Huevos. Clients include Universal, Paramount, Comcast, Fox, Lionsgate, Disney Consumer Products, The Weinstein Company, Endemol Shine, Pantelion, and Participant Media.


    Jaime Gamboa is the owner of Soda Creative, a private and minority-owned entertainment creative agency based in the arts district of downtown Los Angeles, California.
    Soda has been leading the effort to create innovative Hispanic marketing campaigns through A/V creative, strategy, and research for clients, such as Universal Pictures, Warner Bros, Marvel Studios, Disney, and Telemundo, among other entertainment brands.
    Soda’s eclectic Latino creative team helps clients culturally connect with the booming US Hispanic market, and campaigns aimed at Latin American territories. Soda Creative has now become the go-to agencies for multicultural campaigns and general market strategies alike.
    Jaime is a proud Mexican-American from Los Angeles working under the philosophy that, “great creative transcends language.”