Lopez Negrete Communications has installed Victoria Lopez Negrete as director of operations and group account director.
The arrival of Lopez Negrete, sister of president and CEO Alex Lopez Negrete, comes as the Houston shop ex-pands its client services.
Among her primary responsibilities, Victoria Lopez Negrete will analyze market data to help current and prospective clients better understand Hispanic consumers and identify promising products for that audience. “It’s a very complex segment,” she said. “There are different nationalities and different levels of acculturation.”
Prior to Lopez Negrete’s hiring, the agency pitched a new service to client Bank of America after studying customer trends. The result is SafeSend, which facilitates money transfers between Mexican Americans and their relatives in Mexico. The service was launched in Phoenix in May.
“Now our services are seen as added-value, but in the future we hope it will become the way we do business,” said Alex Lopez Negrete.
The agency will also capitalize on Victoria Lopez Ne-grete’s financial services background. She has spent more than15 years in marketing and brand management for clients such as Citibank in Mexico, Chile and Latin America.
Lopez Negrete Comes Aboard
