2023 HMC STRATEGIC EXCELLENCE AWARDS JUDGES
Director, Strategic Audience Partnerships at Meta
Nuria Santamaría Wolfe is Director of Strategic Audience Partnerships at Meta, working with the company’s ecosystem of third-party partners to accelerate revenue growth across the most important business priorities.
Prior to joining Meta, Nuria co-founded Encantos, an award-winning media and edtech company named by Fast Company as one of the Most Innovative companies in 2021. Before founding her own company, Nuria held leadership positions at various tech companies including Twitter and Accenture, where she helped brands leverage technology to connect with diverse audiences.
Recognized for her achievements in driving diversity in media and in tech, Nuria has been named an AdAge “Woman to Watch”, one of Digital Diversity Network’s “40 Under 40 Silicon Valley”, and a Walker’s Legacy “Power50 Woman”.
Nuria graduated from Stanford University with degrees in Economics and Spanish. She was born in El Salvador and grew up in Los Angeles, where she currently lives with her husband and two children.
President, Creative Director at BBQ Agency and Director of Círculo Creativo USA
Having worked at JWT, DDB and Saatchi & Saatchi back in Argentina, Pablo moved to the U.S. to become the Head of Creative at Bromley, followed by Conill Saatchi & Saatchi, and Gallegos. A few years ago, he applied his Argentine barbecue skills and home tradition to work, in the form of fun and productive asado meetings with teams and clients. These great moments with friends served as the inspiration for the launch of self-founded BBQ Agency in 2014. Since then, BBQ has created work for clients and brands like Pepsi, Barilla, and Chrysler for the US Hispanic Market and Latin America, featuring Danny Trejo, Nicky Jam, Fernanda Castillo and Mauricio Ochmann among others.
Pablo has worked for dozens of brands in many categories, including Argentine Beef, Pepsi, Got Milk, Starbucks, Toyota, Lexus, Mitsubishi, Pontiac, T-Mobile, Sprint, Comcast, Target, JCPenney, Clorox, Tide, Sony Playstation, Burger King and McDonald’s. In 2006, for Toyota, he created one of the first bilingual/bicultural TV Spots to air in the Superbowl.
He received the first Gold Film Lion and the first Media Lion for a US Hispanic agency at Cannes, and represented the US as judge in the Outdoor Category.
Pablo is a former professor at the Catholic University of Argentina, he used to teach Creative Writing at California State University, Fullerton, and worked as a Judo sensei before starting his career in advertising.
Founder/Chief Creative Officer at BeautifulBeast and Director of Círculo Creativo USA
Flor is a master storyteller. She cares about every detail, whether crafting the perfect narrative on a multi-touchpoint campaign for a blue-chip brand or writing a post on her healthy-eating Instagram.
Her meteoric story in advertising started at some of the top shops in Argentina, like Del Campo Nazca Saatchi & Saatchi and Agulla & Baccetti.
Shortly after her arrival in the US, Flor’s name entered the history books of Hispanic advertising by winning a Silver Lion as the first Hispanic team participating in the Cannes Lions Young Creative competition in France.
In 2019, Flor was recognized as one of the Women to Watch by DMN (Data. Strategy. Technology.) in New York. Her work has been featured in Lürzer’s Archive as Spot of the Week and has won every major award globally, including Lions, Effies, and REGGIEs, among others. Her contributions were vital to achieving the recognition as Top US Hispanic Agency by Ad Age.
Director, LifeStyle and Experiential at Constellation Brands
Luis Moreno is currently the Director of Lifestyle and Experiential at Constellation brands. He manages national sponsorships for the Corona brand family of products and Pacifico beer.
Luis has been in the experiential marketing space for over 15+ years. His experience includes sponsorship and activation of Latino Music talent such as Maná, Alejandro Fernandez, Vicente Fernandez, leading activation efforts for clients for the Mexican National Soccer Team, US Soccer, and currently manages MLB, X-Games, US Ski and Snowboard, and various music properties such as Bonnaroo, Sueños, and Innings Festivals.
Manager of Media Marketing Strategy at McDonald’s
Maria Zavala has over a decade of experience in Media and Marketing Strategy across various verticals and contexts, with a passion for the intersection of Media and Creativity. She is currently a Manager of U.S. Media Strategy at McDonald’s, working alongside a cross-functional team to bring national and Multicultural marketing campaigns to life, placing McDonald’s in the center of culture to drive brand relevance and business results.
In previous roles, Maria has focused on helping transform businesses to meet growing digital consumption habits, including the digital innovation of the National Cattlemen’s Beef Association and FILA’s e-commerce business growth. In 2018, Maria was named one of Business Insider’s “Rising Stars of Madison Avenue” as a recognition for her role in the go-to-market media launch strategies for PepsiCo’s newest water brands LIFEWTR and bubly.
Maria is a proud native of La Villita in Chicago and is passionate about championing resources that help Latino communities in Chicago thrive- currently sitting on the Board of Directors of Latinos Progresando.
Talent & Influencer Management/Marketing, Content Strategist and Founder at Talento Unlimited LLC
Cristy is a serial entrepreneur and trailblazer in the Latinx news distribution, digital and influencer marketing industries. She’s an award-winning marketing and communications practitioner with more than 20 years experience and specialization in Hispanic and multicultural community initiatives.
In 2019 she launched Talento Unlimited, a boutique talent management. In 2011 she founded Los Tweens & Teens ahead of marketing trends focusing on Gen Z. Today it’s an awarded bilingual media company that’s flourishing, dedicated to helping multicultural families raise healthy adolescents.
Cristy’s professional experience includes being a founding partner of Hispanicize – once the largest annual events for Latino trendsetters and newsmakers in digital content creation and entertainment. Earlier in her career she led PR Newswire’s Multicultural Markets division as senior vice president, a role she was appointed to following the 2008 PR Newswire acquisition of Hispanic PR Wire, LatinClips and Hispanic Digital Network- all companies that she co-founded and spearheaded. She also helped found the Hispanic marketing practice at global public relations agency Porter Novelli.
A New Jersey native of Cuban decent, Cristy is a board member of Amigos For Kids – a non-profit organization dedicated to preventing child abuse in the South Florida community. She is a teenage cancer survivor and speaks nationally at conferences and volunteers with cancer-awareness organizations such as St. Jude Children’s Hospital and the Leukemia and Lymphoma Society of South Florida.
Industry Business Solutions – Strategist, Leading eCommerce at TikTok
Ami Soto is a creative and strategic storyteller, currently leading strategic eCommerce efforts as an Industry Business Strategist at TikTok. She has extensive experience in the advertising and multicultural industry, having previously worked at the community as Associate Director of Strategy, where she developed strategically grounded creative work in the U.S. and globally for notable brands such as Verizon, Corona, Samsung, Amazon, and Google, among others.
As a bilingual and bicultural Cuban-American, Ami hails from Miami but currently resides in Brooklyn where she’s perpetually on the hunt for cafecito, croquetas and cocktail bars that play Bad Bunny, Rosalia and sometimes, even Pitbull.
Vice President of Media Strategy at TRUth
Alice Ovadia is the VP of Media Strategy at TRUth, a full-service independent media agency based out of Dallas. Her role includes new business development, media strategy and planning, and consumer insights. She is endlessly curious about human behavior and culture and has an insatiable desire to travel and see the world. She thrives on trying new things, exploring the unknown, and is always looking to learn a thing or two.
Senior Director of Communications at McKesson Corporation
Luz is an award-winning strategist with more than 15 years of experience in corporate, marketing, and digital communications. She currently leads enterprise communications for McKesson corporation, a Fortune 9 company. Over the course of her career, she has served as a corporate spokesperson for AT&T and Target, secured the first in-kind Corporate Social Responsibility partnership between Univision national and the American Heart Association (AHA), and led employee engagement campaigns for American Airlines.
In a previous role, Luz ran communications strategies for the AHA to create a culture of health among under-resourced communities. There, she supported social impact, nutrition and physical activity campaigns, and maximized ERG efforts. Luz has also supported multicultural communications programs for AstraZeneca, Johnson & Johnson and Merck brands; implemented executive visibility and customer communications campaigns for American Airlines; and supported foundation, ERG and consumer technology announcements for AT&T, including the iPhone launch.
Originally from Mexico City, Luz speaks Spanish fluently.