Lupe De Los Santos > www.TheCloroxCompany.com

Lupe De Los Santos, Group Manager - Hispanic Marketing Communications, The Clorox Company


How does being Hispanic have an influence on your business?
Given the continued growth of the Hispanic population in the U.S, we understand the strategic importance of extending our general market programs to ensure they are reaching the multicultural market. Our successful, 8-season sponsorship of NBC’s “The Biggest Loser” has allowed us to encourage people to make a positive change in their lives by drinking more water. Our sponsorship of “Dale Con Ganas” is a natural extension of this program to ensure we are reaching the Hispanic community as well. 


In the face of adversity, how do you decide to keep going? 
By seeing the positive changes that our programs are bringing to the lives of people by drinking more water….it’s pretty great to see. 


What is the biggest challenge you have faced? 
While it is too early in engaging the Hispanic market to read and identify any challenges, we remain very excited about our partnership with “Dale Con Ganas”. Univision and 25/7 Productions have been great partners to work with, and we believe that our sponsorship of “Dale Con Ganas” will enable Brita to help achieve our goal of helping others make positive changes in their lives. - If you could change one thing about your life, what would it be? Understanding the importance of drinking lots of water while growing as my family didn’t instill that in my life. I learned that importance from others as I got older from outside my immediate family circle. 


What was your childhood ambition?
I wanted to be a professional athlete and would exercise all the time! Sometimes up to 3 times per day. - Tell us about three people that you admire? My maternal grandmother (raised 11 children on her own as my grandfather unexpectedly passed away), my father, and my sister (Dr. Denise De Los Santos, OB/GYN) - For meetings, do you prefer breakfast, lunch, or dinner? Dinner - What sacrifices on your personal life did you have to make in order to become a business success? Work-Life Balance in that I had to sacrifice less family time to focus on work. 


What is your favorite quote? 
Not sure who authored this but it is called Ten Two Letter Words To Live By - “If It Is To Be, It Is Up To Me” - Is it difficult to be unconventional? US Hispanic Marketing used to be considered as something unconventional when compared to the GM marketing but due to the increase in focus on the Hispanic market, it isn’t any longer really. Just like brands like Brita working to encourage people to make positive changes in their lives by drinking more water, that used to be considered as unconventional whereas now, it just makes sense to do so.


What is the biggest mistake you’ve made professionally? 
That I didn’t relocate to New York City earlier in my career. 


Do you consider yourself an innovator? Why? 
Yes; Working in the Hispanic Marketing space where many of the initiatives are new to the consumer, the company, and are relatively cutting age is the primary reason as to why I consider myself cutting edge. Brita’s involvement itself is cutting edge in many ways. A Spanish language prime time reality based television show on Univision, Spanish Language Mobile site and Spanish Language twitter initiative are all in that category for Brita.


About Lupe De Los Santos
Lupe is considered an expert marketer that specializes in targeting US Hispanics with over 20 years of experience in the space working at agencies like The Vidal Partnership, Team Enterprises, and DVC Worldwide for partners such as Tecate, Target, The Home Depot, Heineken, Trident, Johnnie Walker, Miller Brewing, and many others… Born and raised in South Texas to a Mexican American family, he learned the value of being multicultural early on by tapping into and taking full advantage if his cultural duality. Currently, he manages the Hispanic Marketing Communications efforts at The Clorox Company for brands such as Kingsford Charcoal, Hidden Valley Ranch Salad Dressing, & Brita Water Filtration Systems. Throughout his career, he has been recognized within the industry by publications such as Brand Week & Promo Magazine for his work in the space, and has established himself as a great “connector”. He is “THE” go to go guy when it comes to anything dealing with US Hispanic Marketing. If he can’t help you get the job done himself, he is definitely bound to know someone who can. 


About The Clorox Company 
The Clorox Company is a leading manufacturer and marketer of consumer products with 8,100 employees and fiscal year 2011 revenues of $5.2 billion. Clorox markets some of consumers' most trusted and recognized brand names, including its namesake bleach and cleaning products, Green Works® naturally derived home care products, Pine-Sol® cleaners, Poett® home care products, Fresh Step® cat litter, Kingsford® charcoal, Hidden Valley® and K C Masterpiece® dressings and sauces, Brita® water-filtration products, Glad® bags, wraps and containers, and Burt's Bees® natural personal care products. Nearly 90 percent of Clorox Company brands hold the No. 1 or No. 2 market share positions in their categories. The company's products are manufactured in more than two dozen countries and marketed in more than 100 countries. Clorox is committed to making a positive difference in the communities where its employees work and live. Founded in 1980, The Clorox Company Foundation has awarded cash grants totaling more than $84 million to nonprofit organizations, schools and colleges. In fiscal year 2011 alone, the foundation awarded $4 million in cash grants, and Clorox made

Marta Rosado > www.att.com

Marta Rosado, Director of Retail Sales in Manhattan, AT&T

Being Hispanic… Does it have any influence on your business?

Absolutely I have the advantage of servicing my Latino consumers and I understand their culture and the lifestyle, I understand their needs and build a bond for a better experience.

In the face of adversity, how do you decide to keep going?

The need to succeed to set an example not only for my daughter but for anyone who ever doubts they can overcome anything. Growing up as having English as a second language, there are rough times to conquer and it wasn't easy, it still isn't but with the right motivation it's possible.

What is the biggest challenge you have faced?

The change of coming to a new country without knowing the language, not having any friends and meeting and adjusting to a new family I never knew I had, feeling as an outcast is rough when you're a child.

If you could change one thing about your life, what would it be?

Any change that I've ever thought I would want to redo has always turned into something positive in my life and I learned from and has made me into a better leader, friend, mom and business woman.

What was your childhood ambition?

I dreamed of being a lawyer, being the voice of a courtroom and feeling a sense of being important.

Tell us about three people that you admire?

Sonia Sotomayor, my Current Boss-Tom Devito and Tiffany Baehman.

For meetings: breakfast, lunch, or dinner?

Lunch.

What sacrifices on your personal life did you have to make in order to become a business success?

I definitely had to sacrifice my family time, missed many of my daughter's school activities, trips and quality time with her.

What is your favorite quote?

“Success is a journey not a destination.”

Is it difficult to be unconventional?

Sometimes it can, when people can be so quick to judge someone. My accent, my size, and not only being a woman, but a Hispanic woman at that.

Biggest mistake made?

Getting married at a very young age.

Do you consider yourself an innovator? Why?

Yes, because in order to succeed, you need to be a leader, being an innovator is being the best at being and thinking different.

About AT&T Inc.

AT&T Inc. (NYSE:T - News) is a premier communications holding company and one of the most honored companies in the world. Its subsidiaries and affiliates – AT&T operating companies – are the providers of AT&T services in the United States and around the world. With a powerful array of network resources that includes the nation's fastest mobile broadband network, AT&T is a leading provider of wireless, Wi-Fi, high speed Internet, voice and cloud-based services. A leader in mobile broadband and emerging 4G capabilities, AT&T also offers the best wireless coverage worldwide of any U.S. carrier, offering the most wireless phones that work in the most countries.  It also offers advanced TV services under the AT&T U-verse® and AT&T │DIRECTV brands. The company's suite of IP-based business communications services is one of the most advanced in the world. In domestic markets, AT&T Advertising Solutions and AT&T Interactive are known for their leadership in local search and advertising.

Ruben Mendiola > www.comcast.com

Ruben Mendiola, Vice-President and General Manager of Multicultural Video Services, Comcast Corporation

Being Hispanic… Does it have any influence on your business?

Absolutely. Being Hispanic has always helped me by being culturally relevant and it also gives me a better understanding of our Hispanic consumers, the people that we serve

What is the biggest challenge you have faced?

One of the biggest challenges that I have ever faced was to move to this country. I knew I needed to be here to grow and further advance in my professional career. I had a really nice job and flourishing career in Mexico, so leaving that behind to come to the United States and restart my life was a difficult decision I had to make. Today I am truly happy with the end result.

If you could change one thing about your life, what would it be?

RM: I really would not change a thing about my life. I admire having the quality of patience, if any, I would love to have more patience.

What was your childhood ambition?

My childhood ambition was to become a lawyer. Helping and serving people was my passion so I studied law. Even today I am still doing that, helping people, but in different way. So to this day I still remain true to my childhood ambition.

Tell us about three people that you admire?

My mother, who's always been there for me. She possesses a lot of style combined with a lot of compassion. My two sisters; one of them I admire for her true passionate spirit, she's always looking to open doors for many people and she's also very elegant. And my other sister who is very practical and no-nonsense but also has a tremendous love and compassion for everyone. My family has really been a very strong role model for me. In a different capacity, Steve Jobs is someone I admire profoundly. He greatly influenced the way in which we do business today. I love the fact that he was always thinking outside the box and the payoff has been tremendous not only to his company but to the world.

For meetings: breakfast, lunch, or dinner?

For meetings, lunch… a long Latin lunch.

What sacrifices on your personal life did you have to make in order to become a business success?

Well, I think that you have to sacrifice a little bit of your personal life to dedicate time to your professional life but in the end it pays off. The key here is to achieve balance between the two, which is what I'm working on now, trying to equally balance my personal and my professional life.

What is your favorite quote?

If you do not change the way you do things, you cannot expect different results.

Is it difficult to be unconventional?

No, not really. I think being unconventional is an advantage. This is how you find more opportunities.

Biggest mistake made?

Mistakes are lessons learned. I love this quote from Francisco Luis Bernardez “lo que el árbol tiene de florido vive de lo que tiene sepultado.” I really believe that all the mistakes I have made in my life, if you want to call them that way, have shaped me into who I am today and I'm very happy with that.

Do you consider yourself an innovator? Why?

I personally enjoy building and rebuilding, branding and re-branding so the process of innovation, finding solutions and thinking outside the box are things I really love doing. I like to look at things from a different perspective to hopefully achieve better results. This is why I joined Comcast and I am proud of the exciting things we are doing here.

About the company

Comcast Corporation is one of the nation's leading providers of entertainment, information and communications products and services. Comcast is principally involved in the operation of cable systems through Comcast Cable and in the development, production and distribution of entertainment, news, sports and other content for global audiences through NBCUniversal. Comcast Cable is one of the nation's largest video, high-speed Internet and phone providers to residential and business customers. Comcast is the majority owner and manager of NBCUniversal, which owns and operates entertainment and news cable networks, the NBC and Telemundo broadcast networks, local television station groups, television production operations, a major motion picture company and theme parks.

Martee Pierson > www.libertytaxespanol.com

Martee Saldaña Pierson, Director of Diversity Programs, Liberty Tax Service

Being Hispanic…Does it have any influence on your business?

Absolutely. Often, Hispanic programs, and diversity programs in general, are created by well-wishing professionals who really do not understand the experience of the Hispanic immigrant. The adage “It takes one to know one”, while cliché, holds true when one is investing in in-culture programs or marketing. This personal understanding allows for much more vested program plans that will resonate with the Latino target group, and, most importantly, it ensures that the messaging is written in a way that is easily comprehended so that it can be embraced appropriately. As we all know, Spanish-language messaging involves much more than merely translating English slogans or messages. To be successful, it requires inherent understanding of the Latino psyche in order to ensure resonance and clarity of message. 

In the face of adversity, how do you decide to keep going?

That’s an interesting question. The reality is that life in general is full of adversities. If we were to give up every time we met a roadblock, we might as well stay in bed and never leave the house! Believing in what you are doing is key to having passion. And, if one is passionate about her work, then only extraordinary results will suffice. As Confucius once said, “Find something that you are passionate about and you will never work a day in your life.” 

What is the biggest challenge you have faced?

I really don’t measure challenges in terms of which is the biggest. A challenge is simply a challenge. I view challenges as an opportunity to help those who are “misinformed” become more enlightened so they too can support the goal. Even if you are not successful in having your plan approved, it is now your challenge to still make the plan that was approved as successful as possible, using the knowledge and/or foresight you might have that others may not. When I was a child and my parents would say “no”, I simply thought, “well they just don’t understand, let me try another approach!” It seems the hidden message here is tenacity.

If you could change one thing about your life, what would it be?
I have had a great life and I fully intend to continue on this route. I really cannot see anything I would change since each event affected the person that I have become. But if I had to arrive at a choice, I would have loved to have had the intelligence to have invented a way to eliminate all disease, prejudice and hatred in the world.

What was your childhood ambition?
I always wanted to be a teacher. And while I did teach for one year, I quickly realized that it wasn’t exactly what I wanted. I was fortunate to have found my direction early and have had a great career that has involved teaching to an extent, but also strategizing on how best to approach an opportunity.

Tell us about three people that you admire?

There are so many people I admire, and I meet more on a near daily basis. If I must choose only three, they would be:

My mother was an unbelievable powerhouse and somehow always made things better in spite of any adversity. Her enduring choice to continuously view the best of a situation will always live with me and my sister.

Mahatma Gandhi would be my next choice because of his gentle approach to much needed hardline reform. He was a shining example of the effectiveness of persistence and the power of peaceful tenacity.

Abraham Lincoln, who showed great compassion while deploying steadfast leadership in a war that should have taught us all the importance of respect for humanity, regardless of color.

For meetings: breakfast, lunch, or dinner?

I’m a morning person, so I prefer breakfast meetings.

What sacrifices in your personal life did you have to make in order to become a business success?

I have had to learn how to balance business and personal enjoyment. While I am not always successful at achieving this balance, I have been fortunate in that I have really not been aware of any actual “sacrifice” on my personal life. There have numerous compromises that I have had to make, but I would not view them as sacrifices.

What is your favorite quote?
I have a couple of quotes that I live by, and I believe they are both anonymous:

“In order to succeed, you must be willing to fail.” (Life does not promise a safety net, in my opinion.)

“Pick the hill you want to die on.” (Making every decision a battle will not get you anything but exhausted. Be strategic. Ask yourself if this is really that important or is it ego or pride that is really driving the “fight”.)

Is it difficult to be unconventional?
Anyone who knows me would argue the point that I am a shining example of “unconventional”. From my career choices to my basic personality, I have never had the desire nor felt the need to bow to convention.

Biggest mistake made?

Every mistake is always my “biggest mistake”. I take each very seriously and hold true to the ideal that one indeed does learn from their mistakes.

Do you consider yourself an innovator? Why?

I strongly believe in innovation and therefore, I strive to be an innovative thinker. Without innovation, processes become stale and the view is that it is a “one size fits all world”. We, of course, realize that this is not a viable reality for any success-driven professional. Being able to embrace innovation is paramount to the livelihood of any company and must be part of the corporate culture in order for it to be successful.

About the Company

Liberty Tax Service (www.libertytaxespanol.com) is the fastest-growing retail tax preparation company in the industry’s history. Founded in 1997 by CEO John T. Hewitt, a pioneer in the tax industry, Liberty Tax Service has prepared over 8,000,000 individual income tax returns. With 41 years of tax industry experience, Hewitt is the most experienced CEO in the tax preparation business, having also founded Jackson Hewitt Tax Service (NYSE:JTX).

Each Liberty Tax office offers customers audit assistance, a money-back guarantee, and free tax return reviews. An elite group of Hispanic Services Seal of Excellence Certified offices also provide assistance in Spanish and offer many special services geared toward our Hispanic population free of charge, across the nation.

The Liberty Tax Service franchise opportunity is #7 on the list of fastest-growing franchises in Entrepreneur magazine’s “Franchise 500” list for 2011, and was selected as one of the top 25 Franchises for Hispanics by PODER magazine.

Lidia Soto Harmon > www.GSCNC.org

Lidia Soto Hamon, CEO, Girl Scout Council of the Nation’s Capital

Being Hispanic… Does it have any influence on your business?

Being a Latina helps to guide the work that I do because it helps to make sure that I am always including all the girls in our community. I have a special place in my heart for new Americans, and those who need amazing Girl Scout programming. I remember coming to this country and having an accent when I spoke English and how there were folks who pretended they didn’t understand me. We have to be generous of heart!

In the face of adversity, how do you decide to keep going?

I always remember my father’s sage advice: “Para atrás, ni para coger impulse”, “don’t look back not even to get momentum.” In life we need to look at adversity as opportunities to improve and excel.

What is the biggest challenge you have faced?

I think being a good mother and a professional woman has been challenging. I think it can be done, but it requires have a great partner in life to help and a huge heart so that children know they are always "número uno."

If you could change one thing about your life, what would it be?

If I could change one thing about my life I would find an extra 24 hours a day. That would give me enough time to do all the things that I want to do and also the things I need to do.

What was your childhood ambition?

I wanted to be a teacher growing up, I would line up all my dolls and teach them about how to make cafecito cubano.

Tell us about three people that you admire?

I admire my parents who left their homeland to give me a better future, it took a lot of courage because they love their island.

I admire the young Girl Scouts I meet in my job and the great ambition they have to make the world a better place, they inspire me to work harder and do better.

I admire Juliette Gordon Low, who in 1912 started the Girl Scout Movement. Back then girls were not allowed to camp, and play outside, women didn’t even have the right to vote, and she was a pioneer in starting an organization that inpires us to be leaders. 

A modern inspiration to me is Supreme Court Justice Sonia Sotomayor. She is amazing, coming from a humble background, working so hard, and being an advocate for those who cannot advocate for themselves. She inspires me too.

For meetings: breakfast, lunch, or dinner?

Lunch. Breakfast I am always communting, and dinner I want to be home with my family.

What sacrifices on your personal life did you have to make in order to become a business success?

I think the biggest sacrifice was to not always think of myself first. Now that my children are older I am learning how to zumba and take more time to be healthy.

What is your favorite quote?

“Caminante no hay camino, se hace camino al andar.” By Antonio Machado.

We all need to walk forward and as we walk we will make our way.

Is it difficult to be unconventional?

Yes, you have to have self confidence that you will preserver and that other will appreciate your perspective.

Biggest mistake made?

I once skipped lunch and ate a whole box of Girl Scout Thin Mints, my stomach ached for days. Seriously, my biggest mistake is perhaps trying to do it all. I have a family that I love, and I am passionate about my career. It is a mistake to think that it is all my responsibility. I have learned over the years to share parenting with my husband, and at work to surround myself with the right people—the brightest and the best. I have confidence in their ability to do their part, which makes my work that much easier.

Do you consider yourself an innovator? Why?

Yes, I think an innovator is someone who listens to others and take the best ideas and helps make them a reality.

About the Company

GSCNC is the area's preeminent leadership organization for girls, serving 90,000 members, 62,000 girls ages 5-17. The council serves the Greater Washington Region, which includes the District of Columbia and 25 counties in Maryland, Virginia and West Virginia. For the third year in a row, over 200 girls achieved the Gold Award, the highest award earned in Girl Scouting. More than 1,400 Council-sponsored programs and experiential activities are provided to thousands of girls and families. During the 2010 summer camp season, 4,200 girls attended our four sleep-away camps, and an additional 11,500 girls participated in summer day and evening camps. Over 33,000 Girl Scouts participated in weekend camping opportunities on GSCNC campsites. We operate eight camp properties: Aquasco, Brighton Woods and Winona in Maryland; Coles Trip, Crowell, May Flather and Potomac Woods in Virginia; and White Rock in West Virginia. We provide over $500,000 in financial assistance to girls and adults to participate in programs, attend camp, start troops and purchase uniforms. We have 112 talented, full-time employees, with an operating budget of $16 million. We are headquartered in Washington, DC, with offices in Frederick and Waldorf, Maryland; Leesburg, Lorton and Manassas, Virginia; and Martinsburg, West Virginia. We build girls of character, courage and confidence who make the world a better place.

Juan Pablo Mendez > www.roidna.com

Juan Pablo Mendez, Optimization / QA Expert, ROI DNA

Being Hispanic…Does it have any influence on your business?

Generally speaking, being raised by Colombian parents and traveling to Colombia every year to visit family has had an enormous impact on my perspective and identity—and, by extension, on everything I do (including work).

But I can also point to more literal ways that my Latin American background has influenced my work life. For example, it recently enabled me to travel to Colombia to help introduce PC Tools’ performance and security software as it makes its way into the Colombian market.

In the face of adversity, how do you decide to keep going?

One step at a time, with a positive outlook, and doing my best. That seems like the most reasonable approach to me. I have my mom to thank for having that mentality.

What is the biggest challenge you have faced?

My biggest challenge has probably involved conquering time. Those who know me know that I like taking my time when I do things, and ‘fitting everything in’ is an ongoing challenge. I was probably much better suited for life in the 1920’s…

If you could change one thing about your life, what would it be?

I would stop time. Realistically, though, I would be more organized so that I could better accomplish the variety of things that I find fulfilling—e.g., traveling, spending time with family and friends, creating art, learning new skills, etc.

What was your childhood ambition?

It was probably to somehow bring about world peace. I also thought it would be cool to be an inventor and a professional soccer player.

Tell us about three people that you admire?

My mom. She has been and continues to be my primary role model in life, and she’s an extraordinary person. I’ll leave it at that because some things just can’t be adequately expressed in a short paragraph. Aside from my mom, the list of people I admire is extensive and diverse.

I recently read Frederick Douglass’s autobiography, so he comes to mind when thinking of people I admire. He overcame unimaginable hardships and became a powerfully influential voice for social equality.

Another person I admire is one of my best friends from college. He’s one of the smartest people I know and his consideration for others is remarkable. It’s apparent not only in his daily interactions but also in larger ways. For instance, as a young professional, he donated the vast majority of his earnings to charity, and I’m probably one of the very few people who know that.

For meetings: breakfast, lunch, or dinner?

Probably lunch. I’m not much of a morning person, and I generally like to enjoy evenings with friends and family.

What sacrifices on your personal life did you have to make in order to become a business success?

I wouldn’t consider myself a “business success,” but I did make a big sacrifice when I decided to come out to California for college. I’ve since stayed on the west coast, and being away from my family (who live in New Orleans) has definitely been one of the biggest sacrifices I’ve made.

What is your favorite quote?

I’m not one for superlatives, but here’s one I like: “Keep everything in moderation—even moderation.”

Is it difficult to be unconventional?

It can be. Many people find comfort in maintaining the status quo, and those who stray from it are often maligned. Authenticity is a quality I strive to achieve always and one that I admire in others. And if being authentic means being unconventional, I’m all for it—even if it seems difficult.

Biggest mistake made?

I don’t like to think of life in terms of mistakes made but, rather, lessons learned.

Do you consider yourself an innovator? Why?

I certainly try to be an innovator. I think it’s important to question long-standing norms, and I also like to approach even the smallest details of life with originality and creativity. Life’s much more interesting that way.

About the Company

Founded in 2009, ROI DNA provides effective design, e-marketing, and web development solutions in order to comprehensively expand its clients’ web presence. Our clientele ranges from established brands like PC Tools to ambitious start-ups.

Strategy and Optimization are elemental to each and every ROI DNA relationship and affiliation. Think of them as fundamental, guiding factors that we bring to the structural material of your company. Bound together like a helix, they ensure optimal success for every service we provide.

We do our best work because we start at the very beginning, select the strongest elements and help them replicate into something bigger, better and stronger – a more powerful, fully evolved version of your business.

Alejandro Blanco > www.foxdeportes.com

Alejandro Blanco, Sports Journalist, Anchor at FOX Deportes

Could you tell us a little about your role at FOX Deportes?

Of course! First off, Greetings and thank you for this honor and the opportunity to talk to you. FOX Deportes hired me at the beginning of 2011 to be the face of its network in the United States, initially as commentator on Premier League, Series A, and by participating in most of the studio programs. Currently I host “Fútbol Sin Códigos”, a debate show and I am the commentator for the Mexican soccer games.

What is your best attribute as a leader?

First and foremost I believe it is because I think of the public, our audience, and I try to connect with them and think like them, anticipating what they expect from us, thinking about what we can offer them with a growing sense of commitment and quality each time... I’d say it is that ongoing search for empathy with our public, who are our most valuable assets, and what’s important to the audience.

Does being Hispanic have any influential factor that you apply to your career?

Your roots definitely mark you; they’re an important indicators of your way of being and of your personality. In my case, it helps me tremendously to understand not only the American audience but the entire Hispanic audience living in the United States, and it helps me to strive for a rich blend of commentary that allows us to identify with both groups and seek to satisfy their needs in a global way.

When faced with adversity, ¿how do you decide to go on?

Well, in adversity there are always circumstances that sustain you and drive you to forge ahead. In my case, I find support in my friends, my family, but especially in all the feedback and the love that I get from the audience, which always encourages you to get up and go on, and find a way, each day, to be better for them. We owe them so much... we owe them everything! And that’s how we must see it.

What’s the greatest challenge you’ve ever faced?

Throughout my professional career and my everyday life there have been, and there will always be, new challenges and issues, so I can tell you that precisely a few years ago, one of the most significant challenges for me was moving to a market that was then still uncharted, leaving Mexico to live in Chicago, starting in a new market, leaving many things behind, but most of all, facing a new challenge, a huge challenge, which fortunately, with the support of my loved ones and my audience, became more and more bearable until I made it my own, one more episode and one more story in this journey.

If you could change just one thing in your life, what would it be?

I believe I wouldn’t change anything in particular, because when you decide to do something it’s because, at that moment, it’s what you wanted to do. Perhaps I would just seek to improve, always improve in every way, learn from my mistakes, always identify my areas of opportunities and dynamically seek, day by day, to be better, to be a better person to others and a better person for myself.

What did you aspire to when you were a teenager?

I always loved sports; I dreamt of going to games, of commentating them live, and of just being there. The truth is I was very fortunate, as I can truly tell you that I made it, and I am very lucky because so many of us have teenage dreams and very few of us can make them come true. So, besides being able to contribute with what I love the most, this allows me to be close to those fans, who are demanding and passionate seekers, much like I was many years ago. I understand them, I walk in their shoes.

Tell us who are the three leaders that you admire the most

In the world of sports, of course, someone who was a huge influence on me since I was a kid was Michael Jordan: his determination, his success, his leadership, his perseverance in never giving up, never being afraid of making a mistake and in turning his faults into the key of his success. Ghandi and Nelson Mandela, both of whom had an outstanding history of leadership.

For your business meetings, what’s best: breakfast, lunch or dinner?

None of them, I think; it always depends on the best time, the best place, and on trying to find a convenient time for everyone, to be mindful of other people’s time, and simply adapt. That’s one characteristic that we must all have and understand: the ability to adapt.

What sacrifices have you had to make in your personal life to be successful in your career?

Mainly, I’ve often had to be far away from my country, my family, my friends and loved ones, my customs, my food, my usual activities. However, as I mentioned before, the ability to adapt makes sacrifices much more tolerable, especially when you feel that they are worth it and that you are making them for much greater causes.

What is your favorite thought or saying?

Do whatever you have to do, but always do it well, do it better.

Is it difficult to be unconventional?

It is difficult; however, when you have so much feedback, both positive and negative, from the people who follow you and always care for you, it helps you with self-reflection, it helps you to seek your areas of opportunities and work at them, and thus you become exceptional not always for yourself but because of others, because of the people who surround you, your experiences and life events. Each and every one of us is unique.

What’s the most serious mistake you ever made?

I prefer to regard mistakes as lessons; day by day, in our work, we learn new things, we’re always learning. Actually, it would be a mistake to always remain the same and not evolve.

Do you consider yourself an innovator? If so, why?

I believe that the profession itself forces you to be innovative, to be more competitive, to try to give something more, a plus, an added value that will make a difference to the fans , that they will like and identify with, and yes, that definitely takes a great doses of daily innovation. 

About the company

FOX Deportes is the No. 1 Hispanic sports brand in the U.S. FOX Deportes offers top-tier sports event programming, award-winning original programming and cutting-edge production values. It is the standard bearer of high-quality sports programming in the U.S. Spanish-language television marketplace.

Boasting more than 2,100 hours of live and exclusive programming, FOX Deportes has steadily increased its distribution and today lives in 6 million Hispanic households and reaches more than 18 million cable and satellite households across the U.S. 

Jorge Möller > www.BBT.com

Jorge Möller, Senior Vice President, Multicultural Markets Manager, BB&T Corporation

Being Hispanic… Does it have any influence on your business?

Absolutely, as I lead the Multicultural Strategy for BB&T, having the Hispanic perspective allows me to have a better understanding of issues and challenges of the Hispanic community.  I feel proud to drive change everyday and get BB&T better prepared for the enormous demographic changes taking place in this country.

In the face of adversity, how do you decide to keep going?

As an engineer, I learned early on to break down problems into small parts instead of trying to tackle the whole issue all at once.  Nothing worthwhile comes easily or everyone would do it.  Change is part of life.  I choose to stay focus on my true values to be positive around adversity and see it as a challenge.  I found that a healthy sense of humor always helps.

What is the biggest challenge you have faced?

Having three young daughters, my biggest challenge is to making sure I do everything I can to help them grow up to be happy with themselves and their choices.  They are part of the next generation of Hispanics growing up in this country. I hope I can get them as ready as I can to be on their own, make independent decisions and be positive role models for others to follow.

If you could change one thing about your life, what would it be?

Family is very important to us.  Since our extended family is spread across three continents, my daughters don’t spend enough time with their grandparents, aunts, uncles and cousins.  It would be fantastic if everyone could spend more time together.

What was your childhood ambition?

I wanted to be a rancher.  My grandparents had a ranch and I loved getting up early in the morning to get on my horse and get the cattle.

Tell us about three people that you admire:

I admire people that have gone through tremendous adversity and made the best of it.  Randy Pausch comes to mind for his love of life, his family and achieving your childhood dreams.  There are also so many people at BB&T that do anything to help their clients; I admire their dedication and creativity to find the best possible solutions.  More personally, I admire my wife Jennifer who does her best everyday to make our family better.

For meetings: breakfast, lunch, or dinner?

It depends on who is invited to the meeting and the objective.  I like all three meals.  I am always hungry.

What sacrifices on your personal life did you have to make in order to become a business success?

Everything requires trade offs.  I like to run between 20 and 30 miles per week, it takes time away from my family, but I sort things out in my mind while I am running.  I am a better person for it.  You have to balance all you do in life.  One cannot train for a marathon without running.

What is your favorite quote?

"We may not be able to prepare the future for our children, but we can at least prepare our children for the future."

Is it difficult to be unconventional?

I don’t focus on being unconventional, but rather on being pragmatic, focused on facts and reality.

Biggest mistake made?

I see mistakes as part of everyone’s life experience.  Not all decisions will be made without mistakes. To me the key is to learn from the mistakes and never be afraid.

Do you consider yourself an innovator? Why?

I know that the business world is changing constantly. In that context, I have to be an innovator in my role with BB&T.  We are changing our perception and understanding of the opportunity around the Hispanic segment in ways people did not think about it before.  In order to make the appropriate changes and adapt the business to market realities you have to be creative.

About the Company

BB&T Corporation (NYSE: BBT) is one of the largest financial services holding companies in the U.S. with $157 billion in assets and market capitalization of $19.1 billion, as of March 31, 2011. Based in Winston-Salem, N.C., the company operates approximately 1,800 financial centers in 12 states and Washington, D.C., and offers a full range of consumer and commercial banking, securities brokerage, asset management, mortgage and insurance products and services. A Fortune 500 company, BB&T is consistently recognized for outstanding client satisfaction by J.D. Power and Associates, the U.S. Small Business Administration, Greenwich Associates and others. More information about BB&T and its full line of products and services is available at www.BBT.com.

Michael Olguin > www.formulatin.com

Michael A. Olguin, President, FORMULATIN


Being Hispanic? Does it have any Influence on your business?  
Yes, my Hispanic heritage was the driving force behind creating FORMULATIN, which is a division within my general market public relations agency.  My knowledge of the Hispanic public relations market, along with my understanding of what it is like to be deep-roots consumer (how we define a Hispanic who was generationally raised in the U.S., as an American, with deep Hispanic roots) allowed me to recognize the opportunity to develop a practice area completely focused on Hispanic PR.  In addition, my heritage also gives me excellent relevance when it comes to doing business with brands interested in marketing to the Hispanic market.


In the face of adversity, how do you decide to keep going?
Given that marketing is not brain surgery, I never really look at the adversity I face as being life and death.  Clients hire FORMULATIN because of our knowledge, experience, creativity and understanding of the Hispanic marketplace.  When we face a challenge, we combine all of those aspects to provide a solution that will resonate with our target consumer. These marketing challenges are what fuel me on a daily basis. 


What is the biggest challenge you have faced?
My biggest challenge is getting brands and chief marketing officers to recognize that the Hispanic marketplace is not only a large consumer base, but also one that has discretionary budget to spend, is educated, brand loyal and, most importantly, worth spending against.  Too many Fortune 500 brands are still making half-hearted attempts to reach this consumer base and build lasting relationships.  Hispanics are a very loyal target audience; if you market to them consistently, they will reward that commitment by supporting your brand.   


If you could change one thing about your life, what would it be?
I wish that my bilingual parents would have forced me and my seven brothers and sisters to speak Spanish, and that I would have been more diligent in my efforts to learn the language. Unfortunately, I grew up at a time when my parents thought speaking Spanish would not be as advantageous as solely speaking English.  As a result, I have both of my kids studying Spanish since they were very young, as well as attending Spanish immersion classes during the summer months. 


What was your childhood ambition?
I think like most young athletes, I wanted to play basketball professionally.  However, it doesn’t take long to realize that the likelihood of that happening is very slim. I figured I would be a high school basketball coach—if you can’t do, then you teach! 


Tell us about three people that you admire?
My parents were an inspiration to me and to all of my brothers and sisters because they had very little, yet they lived their lives like they had everything.  They recognized the importance of family; they placed a huge importance on education; they really loved each other; and, most importantly, they were very proud of their heritage, which ultimately is the reason why my brothers and sisters are so close.


I also really admire my younger brother, John, who is not only one of the smartest people I’ve ever been around, but also my go-to resource when I need a gut-check on a major decision I need to make that is either personal or regarding business.  He is also in PR, so he really can provide insight that is accurate, thoughtful and contrarian.


The third person I admire is my brother-in-law, Dave, who is a business consultant to me.  He provides me with excellent business advice and insight, in particular when it comes to identifying what is necessary to make the difficult decisions.


For meetings: breakfast, lunch, or dinner? 
I’m really a morning person, so I would say I prefer to conduct meetings over breakfast; it’s when I’m most fresh and haven’t had any of the day’s activities start to weigh on my mind.


What sacrifices on your personal life did you have to make in order to become a business success? 
When you run a business you sacrifice family time, because in many cases your business is like your baby. In order to be a national player within the public relations landscape, I made the decision long ago to only work with national clients. As a result, I travel extensively and work long hours. The upside is that this commitment has also yielded the kind of business success to provide more opportunities for me to spend time with my family. 


What is your favorite quote? 
“Plan your life like you’ll live forever and live your life like today is your last day.” – Author unknown  


Is it difficult to be unconventional?
Being unconventional for the sake of being unconventional is foolish in business; you have to have a reason for it, like for the purpose of creating a competitive advantage. If you are only doing being unconventional in order to be different, then you are risking success for reasons that don’t make sound business sense.   


Biggest mistake made? 
Waiting too long to make the philosophical and financial commitment to open a New York office.  This decision, though later than expected, has paid off handsomely by adding outstanding talent and clients to our roster.  


Do you consider yourself an innovator? Why?
Absolutely. There are many programs within Formula/FORMULATIN that are very differentiated within in the PR industry. We have an outstanding measurement tool, a unique internal awards program and a variety of new ways at looking at PR. Our company-wide attitude is based upon doing things better than we’ve ever done before.


About Formulatin

Headquartered in New York City, FORMULATIN is a national public relations agency serving brands interested in connecting with Hispanic consumers. The FORMULATIN team is comprised of bilingual and bicultural members with a deep understanding of and appreciation for the Hispanic culture. Additionally, the team has a rich history representing clients in both the Hispanic and general markets, with a particular focus on consumer products.

As the sister agency of Formula, a leading public relations boutique with offices in New York, Los Angeles and San Diego, FORMULATIN leverages the firms longstanding history of representing clients in diverse categories including consumer, lifestyle, sports, entertainment, travel, business and technology.

In 2009 and 2010, the agency was recognized as the HPRA Sports Campaign of the Year winner for work done on behalf of Tecate. Additional experience includes brands such as Tequila Herradura, el Jimador, Bohemia, H&R Block, ESPN Deportes, Behr and NAPA AUTO PARTS.

Valeria Fernandez > www.chryslergroupllc.com

Valeria Fernandes, Head, International Information Technology, Chrysler Group LLC,

Being Hispanic…Does it have any influence on your business?
It influences the way I conduct business. Our culture accepts changes more easily and is also teaches us to be agile. Without flexibility and agility in my home country, we would not survive.

In the face of adversity, how do you decide to keep going?
Being objective. Analyze the situation, the alternatives and the associated impacts.
And my mentors are very helpful - they always have the right word at the right moment.

What is the biggest challenge you have faced?
By far - the decision of leaving my home country.

If you could change one thing about your life, what would it be?
These are not empty words, I really mean it - I would not change a thing. I am today a reflection of the experiences I accumulated during my life.

What was your childhood ambition?
I wanted to travel the world.

Tell us about three people that you admire
My parents above all people. They thought me the principles of honesty and perseverance.

For meetings: breakfast, lunch, or dinner?
Lunch or dinner - I am not a morning person.

What sacrifices on your personal life did you have to make in order to become a business success?
Many nights, holidays and weekends at work. But it was always worth it.

What is your favorite quote?
"Treat people exactly like you want to be treated" - it never fails

Is it difficult to be unconventional?
I cannot even imagine how it is to be conventional.

Biggest mistake made?
I should have pursued an advanced degree right after my undergraduate studies.

Do you consider yourself an innovator? Why?
Innovation is an inherent part of our heritage - we are chameleons. Managing people and projects across different cultures requires constant adjustments, only possible through innovation.

About the Company:
Chrysler Group LLC, formed in 2009 from a global strategic alliance with Fiat S.p.A., produces Chrysler, Jeep, Dodge, Ram, Mopar and Fiat vehicles and products. With the resources, technology and worldwide distribution network required to compete on a global scale, the alliance builds on Chrysler Group’s culture of innovation, first established by Walter P. Chrysler in 1925, and Fiat’s complementary technology that dates back to its founding in 1899.

Headquartered in Auburn Hills, Mich., Chrysler Group’s product lineup features some of the world's most recognizable vehicles, including the Chrysler 300, Jeep Wrangler, Dodge Challenger and Ram 1500. Fiat contributes world-class technology, platforms and powertrains for small- and medium-size cars, allowing Chrysler Group to offer an expanded product line including environmentally friendly vehicles.

Rafael Gonzalez Montes de Oca > Train!

Rafael González Montes de Oca, CEO, Train!


Being Hispanic? Does it have any Influence on your business? 
Being Hispanic has meant a lot, especially when working as a public events lecturer in the United States. I have found that Hispanic professionals react favorably with the cultural queues we express during our workshops and identify with the cultural nuances when we Hispanics interact. The Latino audience is very emotional and it shows; emotion begets creativity, which links us together. This has allowed me to reassess my identity as a Hispanic businesses person.


In the face of adversity, how do you decide to keep going?
If I may paraphrase the question: The best way to deal with adversity has always been deciding how to proceed. When times are difficult, questions have been on the premises of success: what not to do, what to do differently and what new action to try, but not moving ahead has always been out of the question. The basis of this strength to continue has been the conviction that there is a causal relationship between effort, appropriate action, and results. Although these are sometimes slow in coming.


What is the Biggest Challenge you have faced ?
To keep my project going when it seemed improbable. I respond to productive ideas, which involves a pattern of life, vocation and meaning. Therefore, at times when the future does not look clear, I make an even greater effort: first, to keep faith in that dream and secondly, to gather the necessary energy to make it a successful project.


If You Could change one thing about your life, What Would It Be?
It took me a while to learn to temper my optimism. We all need to continue to invest in optimism, but in perspective. I realized that I have gone through difficult times that I could have avoided had I learned to combine optimism with a good dose of caution.


What Was your childhood ambition?
To be an inventor. I dreamt of having a workshop full of projects, machines, prototypes and tools. Later, I expanded my dream, but oriented it to the ideal of creating new things. I did not abandon this ambition. Today, I have a closet full of papers, paintings and all kinds of tools and accessories to enjoy with my children. My eyes light up every time my children have a show-and-tell school project.


Tell us about three people that you admire
Of public to private:


Leonardo Da Vinci, for his ingenuity, creativity, intellectual curiosity and for his higher understanding of things.


Salvador Abascal Carranza, a Mexican political philosopher and rare humanist who is honest, ethical, intelligent, consistent and complete bohemian.


Jesus Montes de Oca, my grandfather, an incredible man, deeply passionate about life, adventure and good humor. Without a doubt, my hero.


For meetings: breakfast, lunch, or dinner?
Business meals allow warmth and informality--to return to the office to follow up and close deals.


What Sacrifices on your personal life did you Have to make in order to Become a business success?
The traditional, I suppose, to leave home before dawn to catch a flight, spend a weekend alone in a distant city; many Saturdays and some Sundays separated from family activities. Nevertheless, this does not compare with the satisfaction that I finally succeeded in my efforts, thanks in part, to my sacrifices.


What is your favorite quote?
Many of my favorite quotes are from Einstein. Choose one: "There are two ways to live: as though nothing is a miracle, or as if everything is."


Is it Difficult to Be unconventional?
For me, it is much harder to keep within the mainstream. However, it is hard to be unconventional, which we all are, at least occasionally and accidentally. The art consists in keeping heads held high with honor. And in this as in any other art, practice makes perfect.


Biggest mistake made?
Combining over-optimism with a lack of foresight, which is a dangerous mix.


Do you Consider yourself an innovator? Why?
Yes. I love to observe outcomes, whether it be topics for lectures, journalistic collaborations, teaching illustrations, marketing strategies, posters advertising, songs, pictures, parties, children's stories and poems.


About the Company
Train! specializes in organizational learning that improves the performance of individuals and businesses by delivering high-impact seminars, workshops and conferences in the U.S. and Mexico. We are experts in negotiation and performance skills development training, combination of memorable content and a flexible teaching style. For media and training inquiries, contact Lucia Matthews at lucia@dialogo.us.