Calú is a marketing communications professional with over
15 years of experience in multicultural marketing, advertising, sales, and
events. She currently holds the position of Associate Director, Sales Marketing
at ESPN Deportes, ESPN Hispanic sports media network. After joining the
organization’s Marketing Communications department in 2010, she took part in
the development and execution of campaigns such as Hispanic Heritage Month,
Serie del Caribe and Dewar’s MLB Sponsorship, among other initiatives. Over
time, her work has helped the Ad Sales department secure double digit increases
in revenue for ESPN Deportes’ TV, audio and digital platforms.
She has also been the ‘solo’ sales marketing contributor
to an ever-expanding sales team. Her diverse communications background has been
important to her team’s success and first-rate market standing. Her role includes the development of
strategic and tactical messaging in order to help marketers gain a better
understanding of ESPN’s multicultural audience.
Calú began her career in 1996 as a Jr. Advertising
Executive at DDB Latina, a division of DDB in San Juan, Puerto Rico. Over the next 10+ years she served in
a variety of increasingly senior positions at the agency, gaining valuable
experience in all aspects of the field. After a break in 2007 to undertake graduate studies at
the University of Connecticut, where she earned an MBA, Calú joined the 2010
Census Advertising Task Force in New York. Her group worked as one of the 14
partner companies that developed advertising campaigns in 28 different
languages for the US Census Bureau.
Both her college extracurricular activities at UCONN,
which included participation in the Institute of Latina/o, Caribbean and Latin
American Studies and Rethinking the Latin@ Intellectual Ecology Conference, as well as her work
with the US Census, helped Calú strengthen her
knowledge and passion for the Hispanic and multicultural communities in the US,
enthusiasm that remains with her today in all current professional
endeavors.
Born in San Juan, Puerto Rico, Calú attended Universidad
del Sagrado Corazón where she received a BA degree in Communications and
Advertising. She later received her MBA from Universidad de Puerto Rico in San
Juan in conjunction with UCONN School of Business. Calú resides in New York
City where she has cultivated many of her interests: films, Latino art and
culture, as well as cross fit training, spinning and jogging. Her biggest
passion is travel; she has visited many US cities and her international voyages
have taken her to Germany, Spain, Brazil, Venezuela, Mexico City, Canada, and sailing
the BVI’s & USVI’s.
