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CMC Elects Three New Members to Board of Directors


FAIRFAX, Va. (November 7, 2018) – The Culture Marketing Council: The Voice of Hispanic Marketing announced Sarah Carberry, Head of US Multicultural Strategy & Sales, Google; former CMC Chair Alex López Negrete, President and Chief Executive Officer, Lopez Negrete Communications, Inc.; and Eduardo Pérez, Founding Partner, PM3 have joined its Board of Directors. These new members will work closely with the CMC’s governing bodies, committees and the executive director to support the organization’s strategic plan, which champions the quality of Hispanic marketing in the U.S., focusing on the value of culture-driven segmentation and elevating the critical role of the culture marketing specialist.

“Culture is the language to connect with multicultural America, which is why we boldly rebranded our association earlier this year,” said CMC Chair Mizrahi, co-president and COO of Alma. “I look forward to working with our new CMC board members to continue educating our industry that culture-driven marketing is what will yield overall marketing success and build incremental revenue growth.”

Sarah Carberry, Head of US Multicultural Strategy & Sales, Google
Based in New York City, Sarah leads the team of digital multicultural marketing consultants focused on embedding their subject matter expertise into marketing strategy to achieve better business results with language & culturally-relevant solutions across Google ad platforms. Her career has evolved from 20 years of trusted partnerships with Fortune 500 companies via previous leadership roles at Grey, Turner Sales, Univision. During her 14-year tenure at Google, Sarah has had the privilege to lead teams across both the US and Latin America. Sarah is committed to the advancement of young girls having served on the non-profit board of Step Up Women's Network in New York.

Alex López Negrete, President and Chief Executive Officer, Lopez Negrete Communications, Inc.
Alex founded Lopez Negrete Communications, Inc., in 1985 with his wife and partner, Cathy, with the conviction that thoughtful, relevant, fully integrated, in-language and in-culture communications is the best way to reach the exceedingly important Hispanic market. In his role as company president and CEO, Alex is intricately involved in providing invaluable strategic counsel and creative direction to agency clients. Alex credits the agency's success to its team of multicultural, multinational communications professionals. During the agency’s 33-year history, Alex has been honored with many awards, including the coveted Agency Executive of the Year award from HispanicAd.com in 2012; the Ohtli Award from the government of Mexico in 2015, the highest honor bestowed on civilians of Mexican descent living abroad; the Governor’s Award from the AAF Tenth District’s Southwest Advertising Hall of Fame in 2016, and many more. He and Cathy also have collaborated with the Advertising Education Foundation of Houston to establish the Lopez Negrete Hispanic Marketing Education Fund, which offers scholarships to students interested in Hispanic marketing or advertising.

Eduardo Pérez, Founding Partner, PM3
Eduardo launched PM Publicidad (now PM3) in 2003 with several business partners and has led the Hispanic marketing and advertising agency’s growth from three to almost fifty employees across two offices. Eduardo’s professional background prior to starting the agency was primarily on the client side, mostly with Astral Group S.A. (now Fluidra S.A.), a Barcelona, Spain-based multinational, followed by several years in the e-commerce and digital development space. Eduardo serves on advisory boards for The Florida State University’s College of Communications and Information, and FSU’s The Center for Hispanic Marketing. He is a frequent speaker at conferences and events on the subject of U.S. Hispanics, their culture and marketing to them.

For more information, visit culturemarketingcouncil.org and follow the CMC on Facebook and Twitter at @cmchispanic.

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About CMC
Founded in 1996 as the Association of Hispanic Advertising Agencies, the Culture Marketing Council: The Voice of Hispanic Marketing is the national trade organization of all marketing, communications and media firms with trusted Hispanic expertise.