As managing director of the Hispanic Practice, Juana manages the day-to-day public relations campaigns for the Harley-Davidson Motor Company and the Christopher and Dana Reeve Foundation. Additionally, she manages the Hispanic Practice and provides strategic support for QueensCare and YWCA Greater Los Angeles, among others.  Juana’s other responsibilities include new business development, managing account budgets and providing Spanish-language capabilities.

Juana also oversees the production and contribution to the monthly Hispanic Practice’s Trends del Mes newsletter.

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.

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, Juana takes part in a local women’s soccer league.