As the managing director, Juana designs and implements strategic plans for the Hispanic Practice. She is responsible for the day-to-day activities of the Hispanic Practice, including management of the clients and budgets, client strategy development and Spanish-language capabilities. Juana also develops new business proposals and provides strategic direction and support to the Hispanic Practice staff.

Additionally, Juana develops, implements and manages the day-to-day public relations campaigns for the Harley-Davidson Motor Company. She also provides strategic counsel, media and community relations for the Christopher & Dana Reeve Foundation, Kraft Foods Inc., The CoverMe Foundation and YWCA Greater Los Angeles, among others. 

As the founder and editor of the Hispanic Practice’s Trends del Mes newsletter, an informative monthly electronic newsletter that highlights Latino market trends, Juana spearheads research and oversees the newsletter production.

Prior to joining the firm, Juana served as the cultural director of SOMOS Beauty, a direct selling company.  She developed and executed culturally relevant strategies to create a client-base and build community relations.  In addition to being part of a successful sales team, Juana was also in charge of event planning, recruiting and hiring consultants.

Juana worked as a consultant for Iconoculture, Inc., a consumer research and advisory
services firm, where she conducted primary and multi-media research.  Juana has an extensive background in Hispanic-focused research, particularly as it relates to various lifestyles, demographics and acculturation levels.  Her insightful interpretations helped Fortune 500 corporations such as Harley-Davidson, Nestlé Purina, Ford Motor Company, General Mills, among others understand trends within today’s Hispanic consumer market.

In addition to her research expertise, Juana worked for Lee Andrews Group, Inc. where she assisted on several major events under the Office of Public Affairs and accounts such as Coca-Cola North America and Los Angeles Department of Water and Power (LADWP).  She also produced a bilingual pilot show for a Latino music and entertainment company in New Orleans, LA.

As a recognized expert in the industry, Juana participates in panels and was most recently part of a Diversity, Inc. Magazine feature regarding Latinos and the 2008 presidential election campaign. Additionally, she serves as a member of the Marketing Committee of Centro Latino for Literacy, a nonprofit organization that aims to teach literacy and provide educational opportunities to those who have not had the benefit of an education.

Juana holds a Bachelor of Arts degree in Mexican American Studies with a concentration in History from the University of Texas at San Antonio and is currently completing her master’s in Latin American Studies at California State University, Los Angeles.  She has also completed certificate programs at Universidad del la Habana in Cuba and Tec de Monterrey in Mexico.

When she is not reading about current Latino culture and trends or the latest celebrity gossip, Juana takes part in a local women’s soccer league.