Lucia Rodriguez
Marketing and Communications Executive
Award-winning marketing and communications strategist with a proven record of driving brand awareness and market share growth by developing and executing integrated marketing communications plans and sales strategies for industry leaders Comcast NBC Universal, Starz Encore, AT&T, and Claxson/Cisneros TV.
A champion of Diversity, Equity, and Inclusion, Lucia is a subject matter expert in multicultural, segment marketing, and cross-cultural communications, with a global and international perspective borne from working with the US, Latin America, and European markets.
Fluent in English, Spanish, and Portuguese.
954-729-9047
lucia_rodriguez@comcast.net
CORE STRENGTHS
Marketing Strategy
Branding & Creative Development
Digital Marketing & Social Media
Bilingual Advertising Campaigns & Media Planning
Event Marketing & Promotions
Market Segmentation & Research
Diversity, Equity and Inclusion
Strategic Planning
Pricing/Product & Competitive Marketing
PR/Publicity & Media Relations
Affiliate Sales & Partnership Marketing
Sales Effectiveness & Training
Internal Communications & Employee Engagement
Customer Acquisition & Retention
PROFESSIONAL EXPERIENCE
04/2021 – Present
Multicultural and Diverse marketing strategy and research consultancy firm.
Co-founder of ANA's AIMM (Alliance for Inclusive and Multicultural Marketing) and co-creator of CIIM (Cultural Insights Impact Measure.)
VP of Cultural Insights and Marketing Strategy
Lead the company’s growth initiatives by developing and implementing business strategy and marketing plans.
Reporting to the President/CEO, clients include St. Jude/ALSAC, Feeding America, USAA, Eli Lilly, Sparkling Ice.
08/2016 – 03/2020
A global media, entertainment, and technology company and one of the nation's largest telecommunications providers to residential customers under the Xfinity brand.
Divisional Director, Marketing and Sales Communications
Developed marketing communications strategies and training programs to increase effectiveness, with a focus on improving the multicultural customer experience. Reported directly to the VP of Marketing Strategy.
04/2013 – 08/2016
Senior Director of Marketing Strategy, Multicultural - HQ
Increased market share by driving retention and acquisition performance, pioneering marketing strategies and capabilities for tapping into the potential of Multicultural market segments. Reported to SVP of Consumer Marketing, working closely with a team of 6 Division Vice Presidents and Directors.
07/2011 – 04/2013
Senior Director of Multicultural Marketing - Central Division
Promoted to led the expansion of the Multicultural Marketing function at Central Division, working closely with the HQ and Regional marketing and sales team. Reported to the VP of Marketing Strategy.
06/2006 - 07/2011
Director, Marcom and Multicultural Marketing
Southern Division / Florida Region
Developed the Hispanic marketing function in the Southern Division. Promoted in 2010 to oversee the development and execution of multicultural marketing, product marketing, and Marcom strategies and programs for the Florida Region.
Early Career Experience:
Director of Marketing and Communications
District Manager, Affiliate Marketing and Sales
Manager, Marketing and Communications
RESULTS
Increased digital connects
25% YOY
Drove Digital channel and marketing optimization via improved Bilingual/Bicultural Shopping Experience, Test & Target plans, and Offer/Merchandising strategies.
Increased call volume
50%
Sales call volume increased, and conversion rate and package dispersion improved with Multilatino packages. The first Hispanic Playbook provided strategic direction to marketing and sales teams on Multilatino Triple Play, Double Play, and Single Play packages.
Reduced churn by
10%
Improved retention of Hispanic customers by developing a plan that featured less aggressive promotions with longer-term offers. Research and more in-depth data-driven analysis were the foundation of marketing strategies and tactics that drove the desired results.
Increased response rates
20% - 25%
Optimized direct marketing tactics, increasing revenue, response, and conversion rates, through the utilization of new segmentation and propensity models and the execution of Test & Learn programs.
Increased market share
10% - 20%
Hispanic market penetration sustained improvements for four consecutive years, and penetration of video and Internet subscriptions increased. The core strategy was developing product, acquisition, and retention strategies focusing on the Bilingual/Bicultural opportunity.
Participation rate reached
+60%
The sales of Prepaid products at the Bilingual Call Center increased via targeted efforts and sales incentives.
Overall inbound key sales metrics: TSR, RGU close rate, and Video sell-in rate also sustained significant improvements YOY.
RECOMMENDATIONS
Josie Bacallao, President and CEO, Hispanic Unity of Florida
Lucia is an enthusiastic, inclusive leader. She excels at pulling the best out of people with her incisive and thoughtful questions. The result is inevitable: more voices, more opinions, and better decisions. She is a great connector with strong interpersonal skills and would be an asset to any organization.
Jose Velez Silva, Vice President, Multicultural Marketing Communications, Comcast HQ
Lucia's collaborative leadership skills were evident as she worked with Comcast Divisions, Regions, and Corporate teams to align a cross-functional team on strategy and execution with great success. I have always praised her passion for driving results, developing people, and advocating for necessary change. The tenacity, creativity, sales, and marketing acumen that Lucia possesses would be an asset to any growth-focused organization.
David Williams, SVP of Marketing and Sales, Comcast Central Division
From her earlier success in tapping into the Hispanic market opportunity, to her broader responsibilities as the Sr Director of Multicultural Marketing for Headquarters, where she introduced innovative segmentation approaches to increase market share, Lucia has always stood out because of her strategic thinking and flawless marketing execution.
Dara Leslie, VP of Marketing and Sales, Comcast Big South Region
Lucia has an endless tank of energy. She is an outstanding communicator to sales teams with her ability to articulate a price/value perspective. She is deeply skilled in Hispanic Segmentation and has been pivotal in communicating sales strategy to our in-house salespeople and our International business partners. Lucia has a lovely optimistic nature that enables her to build strong and lasting relationships.
EDUCATION
Master of Science (MS)
Broadcast Administration
Bachelor of Science (BS)
Mass Communications
Advertising and Public Relations
LEADERSHIP DEVELOPMENT & CERTIFICATIONS
2021
Diversity and Inclusion Certificate *In Progress
2021
Digital Marketing Certification
2020
Creative Writing
2018
Leading with Power and Authenticity for Women
2015 - 2016
Leadership for Women & Negotiation Skills for Women
2013 - 2014
Executive Leadership Development Program with NAMIC
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ASSOCIATIONS & VOLUNTEER WORK
2016 – Present
Hispanic Unity of Florida, Hollywood, FL
2017 - Present
Chair-Elect, Chair, Past-Chair / Board of Directors
2016 - 2019
Chair, Marketing Committee
One of South Florida's largest not-for-profit serving the new immigrant community's needs:
15,000 clients through 12 programs/30 services, in four languages. UnidosUS "Affiliate of the Year" in 2015 and 2016.
2006 – Present
NAMIC, New York, NY
The National Association for Multi-Ethnicity in Communications is the premier organization
that educates, advocates, and empowers multi-ethnic diversity in the communications industry.
2017 - 2018
Mentor, NAMIC - L. Patrick Mellon Mentorship Program
2008 - 2019
Member of Multicultural Marketing Committee
2009 - 2011
President, Florida Chapter (2009–2011)
2017 – Present
ANA – Association of National Advertisers, New York, NY
A professional association is actively involved and engaged in shaping the future of marketing through industry initiatives designed to advance thought leadership, industry management, diversity, and social responsibility.
2017 - Present
Member of Multicultural Marketing and Diversity Committee
2015 - 2019
Comcast Unidos ERG, Philadelphia, PA and Atlanta, GA
2015 - 2019
National Liaison/Lead
Supported the launch of ERGs at Comcast and spearheaded various chapters nationwide.
2009 - 2019
Women in Cable Telecommunications, Washington, DC.
2018-2019
Mentor - WICT Florida
Cable TV Association of Marketing (CTAM)
2006 - 2020
Member
American Marketing Association (AMA)
2016 - Present
Member
HONORS & AWARDS
EMMA Awards - Excellence in Multicultural Marketing
2014-2017
Multiple awards as part of the Comcast HQ Multicultural Marketing team
2010
Best Advertising Campaign - Case Study "A Capella" - Second Place
ANA Awards – Excellence in Multicultural Programs
2014 – 2017
The ANA awards recognized several campaigns, TV commercials, and other tactics as part of the National Multicultural Marketing Team at Comcast
Communicator, Effie, and The Faxies Awards
2014 – 2017
Awarded for a broad range of marketing communications achievements at Comcast
Davey Awards
2010
Best Direct Marketing Campaign & Best Direct Marketing Tactic
SPEAKING ENGAGEMENTS
Unidos ERG – Panels:
2019
"From Hispanic Marketing to an Integrated Multicultural Marketing Approach"
2018
"Multicultural is the new mainstream: Implications for Business"
2016
Panel: "Total Market vs. Multicultural Marketing – Trends"
2014
Panel: "Diverse Marketing and Successful Multicultural Campaigns."
MEMBER OF THE JURY
2009 - 2019
EMMA Multicultural Marketing Awards
Member of the Jury
2016 - 2019
Excellence in Multicultural Marketing Awards
Member of the Jury
2017 - 2019
NAMIC Vision Awards
Member of the Jury
2018
Promax Latin America Awards
Member of the Jury
INTERVIEW WITH LUCIA
Q: Why did you choose your profession?
A: As a teenager, I was attracted to mass media, the persuasion of advertising campaigns intrigued me, and the video clips and cable TV, movies, and television, in general, were inspirational to me. I discovered I had a talent for creative writing and communications, which inspired me to pursue a career in advertising and public relations. As my career progressed, I started to use my creativity and writing skills to develop innovative strategies and effective marketing and communications plans, discovering my true passion for Marketing and Leadership and Management in general.
Q: Who are your main influences?
A: My parents, who were hardworking, caring, honest, and optimistic, were very influential. They instilled in me strong family values. My siblings, too, since we push each other always to aim higher and pursue our dreams.
Other important influences are my teachers, professors, and mentors who have believed in my potential throughout my life and those who continue to teach and guide me. I am grateful every day because they are continuous sources of inspiration and empowerment.
Academically, my most significant influences are Marshall McLuhan, a communications theorist whose work is among the cornerstones in the study of media theory. And Philip Kotler, marketing professor and author, is considered the "father of modern marketing."
Q: What are you working on right now?
A: In 2021, I am serving as Past-Chair of the Board of Directors at Hispanic Unity of Florida and given the challenges we are facing with COVID-19, that has kept me busy, supporting the organization and the community during these challenging times. HUF is one of South Florida's largest not-for-profit serving the needs of the new immigrant community: 15,000 clients through 12 programs/30 services in four languages.
I am also offering support to several local businesses and entrepreneurs in South Florida, helping them develop business plans and strategies to connect brands with potential and current customers. Additionally, since it is a topic of great interest to me, I am currently completing the Diversity and Inclusion Certificate at Cornell University.
INTERESTS & HOBBIES
I love traveling and learning about other cultures. I travel a lot for work and to visit family, but still, I make time to visit new places.
I enjoy reading fiction and non-fiction, specially Self-Care or professional development books. I have an extensive collection of business books that I treasure!
I like to volunteer my time and skills to social causes that I care about. This is important to me, so I make time for it.
