Lisa Valtierra Unmatched Skill to Reach the Hispanic-American Marketplace 66 Carol Street Danbury, CT 06810 Mobile: 203.788.1774 LisaValtierra@gmail.com

Leading cross-cultural marketing and advocacy expert in the pharmaceutical and healthcare fields. Proven success in crafting Spanish and English campaigns that resonate with U.S. Latino consumers and broader audiences. Seasoned liaison who can inspire creative and business teams to spark behind award-winning marketing efforts. Experience pinpointing both Hispanic and broader mass media channels for effective allocation of resources. Acute awareness of cultural sensitivities within the Latino community.

A Visionary to Guide Initial Entries into Untapped Latino Markets or to Build on Existing Efforts

Award-winning marketing and branding “envoy” who has spearheaded efforts reaching as many as 100 million Latino households through the highest-rated programming on Univision, Telemundo and other mainstream outlets.

A keen understanding of the best ways to reach both broad and narrow audience segments in today’s rapidly growing Hispanic market of 53 million.

Unmatched expertise in the pharmaceutical and healthcare markets with a focus on key therapeutic areas including diabetes, HIV/AIDS, hepatitis C, atrial fibrillation, Parkinson's disease, and women's sexual health. 

Experience in Creating Riveting, Meaningful Messages That Inform Latino-American Consumers

Boehringer Ingelheim Pharmaceuticals, Inc., United States Headquarters, Ridgefield, Ct.$17 billion global drug manufacturer

Recruited to create Spanish- and English-language advocacy campaigns. Promoted to build upon successes there to build the brand of key medications for chronic diseases including type 2 diabetes, high blood pressure and heart disease medications which affect high numbers of Hispanic Americans.

Associate Director, Cross Cultural Marketing, March 2013 – March 2016Associate Director, Patient Advocacy & Professional Relations, Oct. 2008 - March 2013

Develop internal communications plan for the broad US Hispanic marketplace and targeted locations. Conceive strategies to build awareness on market-specific issues. Tailor messages to reflect cultural insights, marketing trends and culturally-sensitive best practices. Mold content for the overall Hispanic market and special subgroups.

Team with therapeutic marketing teams to integrate advocacy campaigns into branding plans. Devised strategies incorporating both branded therapeutic information and disease awareness campaigns. Promoted greater understanding and cultural insights of target markets and organizing training for teams across functions.

Work closely with agencies of record to spark strategic development, and tactical execution to drive efforts to delivery both health and drug information to Hispanic consumers.

Cultivate strong relationships with national and local Latino leaders in the US Hispanic Chamber of Commerce, the National Council of La Raza (NCLR), the Hispanic Federation and the Cuban American National Council (CNC). Established and developed relationships with other women’s and ethnic advocacy organizations.

Noteworthy Accomplishments:

Directed the development and success of the Spanish language campaign Cuida Tu Don de la Salud or Take Care of Your Gift (CuidaTuDon.com) which generated over 120 million exposures through media powerhouses Univision and Telemundo as well as 10K+ weekly website views. The campaign won 7 Multicultural Health National Marketing Award in 2015 including best in show

Led a Univision/Sabado Gigante disease awareness campaign that was integrated into the show’s Ritmo Dieta script and announced by legendary host Don Francisco. The show reached 100 million viewers in the U.S. and abroad every Saturday night until the host stepped down in 2015.

Launched online educational websites to teach consumers about atrial fibrillation and stroke, Parkinson’s disease and sexual health. Developed and launched www.HepCRedefined.com, an educational resource for hepatitis C providers, advocacy community, patients, and caregivers.

Organized quarterly webinars on Accountable Care Act for professional and patient advocacy organizations. Online forums attracted national organizations representing several disease states – heart disease, Parkinson’s, cancer, hepatitis C, HIV/AIDS. Developed and convened advisory boards to promote better understanding of critical issues including health care reform and sexual dysfunction.

Earned internal Boehringer Ingelheim Marketing Team Award: Best Consumer Education Campaign 2009 for Sex and a Healthier You campaign

Abbott Laboratories, United States headquarters, Lake Bluff, Illinois. $20.4 billion global manufacturer of medical devices and generic pharmaceutical products.

Recruited to lead cross-functional teams to expand communication channels and conceive advocacy campaigns that linked Abbott’s sales and medical technicians to patient groups as a means to promote brand growth.

Advocacy Relations Manager, Virology Franchise, 2001 - 2008

Designed and implemented communications solutions working closely with internal medical, legal, and regulatory review teams.

Managed multi-agency partnerships, including budgets. Maintained national sales leadership position and achieved top ten national sales ranking among

350-person sales force. Collaborated with sales, marketing, public affairs and clinical science teams to assess and address

community needs including HIV screening, medical and mental health care. Collaborated with the company’s medical and consumer marketing teams on physician advisory initiatives, educational materials.

Spearheaded efforts to reach Latino and other minority communities through advisory boards to gather input on best practices and critical issues affecting specific groups. Initiated, executed, and nationalized community forums and advocate meetings which brought workers of AIDS organizations together with scientists working on new treatments and medications.

Noteworthy Accomplishments:

Pioneered the development of the booklet Powerful Positive for newly diagnosed HIV+ women which was released in both English and Spanish with five reprints in five years.

Advocated for significantly reduced development time for Abbott’s Spanish language patient educational materials which was reduced over time to six months for publication from 12 previously.

Instrumental in managing pricing issues for the HIV medication Norvir with internal (sales force) and external stakeholders including government and community leaders and medical providers.

Earlier Experience

UCLA Clinical AIDS Research and Education Center, Treatment Advocate Women At Risk, Community Liaison, 1999; Outreach/Education Coordinator PageNet, Sales Representative

Education:

Bachelor of Arts, Communication Studies, University of California, Los Angeles 1986

Awards/Special Skills

Multicultural Health National Marketing Awards, 2015: Best in ShowGold: Best Website, Best Television Campaign, Best Hispanic CampaignSilver: Best Point of Care Program, Best Digital Campaign, Best Disease Education Campaign

DTC Outstanding Multicultural Marketer, 2014Multicultural Health National Marketing Awards, 2014:

Gold: Best Disease Education Campaign; Best POC CampaignMarketing Award: Best Consumer/Patient Focused Campaign Boehringer Ingelheim, 2009Performance Excellence Award, Abbott Virology 2004 Performance Excellence Award, Abbott Virology 2003

Organizations:

Senior Executive Corporate Advisory Board representative for US Hispanic Chamber of Commerce (USHCC), 2014 – presentHonorary Co-Chair, US Hispanic Chamber of Commerce Legislative Summit, 2015

National Council of La Raza (NCLR) President’s Circle member, 2013 – present