Celebrating Hispanic Heritage Month with Team TEGNA

Talk about your career path, how you got to where you are today at TEGNA.    

I started my media career in Spanish radio; initially as a DJ on the air graveyard shift. Later, I was offered to help the promotions team and a weekend salsa & merengue music show. I worked my way up to lead the promotions team. After that, I worked for several radio stations in promotions where I connected with local businesses and I developed a passion for helping clients. I knew I wanted to be involved in the TV world. I had the opportunity to work for Univision for three years before landing my current position with 12 News. 

Now: What is your current role at TEGNA?   

I am a Marketing Solutions Specialist for KPNX-TV in Phoenix.  

My Halo Moment: What was the most rewarding project you’ve worked on at TEGNA?    

I’ve worked on a variety of projects at TEGNA, and I’ve certainly learned something from each one. If I would pick the best one, it would be all those projects serving and benefiting the community to let our viewers know that we care.   

Good Company: What does being in good company mean to you?   

It means appreciating the value of co-workers and clients, achieving results together, and working in the best interests of our community. 

Note to Self: What advice would you give yourself looking back on earlier days in your career?    

Don’t listen to the people who say “no” all the time, and don’t let them slow you down or change your direction.  

Tangible & Emotional Intelligence: What advice would you give to someone looking to work in media/sales/marketing?    

I would advise anyone interested in marketing to love what they do and always keep on top of the latest trends, news, and developments. Marketing is an ever-changing industry constantly evolving and the tactics that deliver results one day, don’t the next. 

Why is Hispanic Heritage Month Important to you? 

Celebrating Hispanic Heritage Month is one of my favorite ways to honor all the cultural richness, diversity in our community by highlighting our culture’s achievements and contributions. To bring awareness to our community, show our struggles, and be grateful for how the USA is a land of opportunities.  

Then: Talk about your career path, how you got to where you are today at TEGNA. 

My career path came to be by chance or fate, however you’d like to see it. It was 1995, and I was a Freshman at San Antonio College, majoring in Bilingual Education. One day, a job posting for a “Bilingual Administrative Assistant” came through our department, and I thought, “I am perfectly bilingual, and I know how to type, I am a Bilingual Administrative Assistant!” That move would change my life. I was 20 years old and hired on the spot at Sosa, Bromley, Aguilar & Associates (SBA&A), the first and top Multi-Cultural Marketing firm in the country.  

My job at SBA&A lasted until I was laid off during the 2008 recession. As icing on the cake, advertising budgets are the first to go, and multi-cultural budgets are even faster!  

 I soon realized it was a blessing in disguise. I’ve made millions for others, it’s time to make them for me! I joined forces with other senior execs that were laid off and created Emprendedora – a virtual multicultural marketing collaborative. Emprendedora grew from $0 to $2 million in less than six months and continued the growth over 10 years. Attributing our success to the collaborative partnerships and recognizing the value of this approach to the international economy, Texas Governor Greg Abbott named Emprendedora “Woman-Owned Small Business of the Year” during the Texas Wide Open for Business Inaugural Governor’s Business Forum in 2016. 

Now: What is your current role at TEGNA?   

After owning my business for ten years, in 2018, a unique position presented itself at KENS 5 here in San Antonio that I could not resist. Why was unique? My role did not exist at any other competitor. In addition to TEGNA’s television, radio, and digital assets, in San Antonio, we also represent Spanish-language TV partner Estrella TV. As Marketing & Media Strategist for the sales department, I am responsible for helping our teams not just sell but sell smarter. 

My Halo Moment: What was the most rewarding project you’ve worked on at TEGNA?   

I am not responsible for specific projects. I am involved in pre-sale, prospecting, post-sale, sales strategy, and training at different levels. EVERY TIME someone sells, I know I have made an impact.  

Good Company: What does being in good company mean to you?   

Coming back to corporate America was a big leap in my career. When my family asked me why I chose KENS 5, I would always say “por que son buena gente.” That means “good people” in Spanish. I was ecstatic when we launched the Be in Good Company branding campaign! 

Note to Self: What advice would you give yourself looking back on earlier days in your career?   

I would change nothing. Everything I have experienced in the last 25+ years has been a lesson.  

Tangible & Emotional Intelligence: What advice would you give to someone looking to work in media/sales/marketing?   

• Network, network, network. You never know who you’ll meet!  
• Always present with confidence. No matter what you sell. You are the expert! 
• Don’t burn bridges. This industry is small. 
• Learn from your mistakes and move on. Every day is a new day. 

Why is Hispanic Heritage Month important to you?   

It makes me proud to share my culture with you! 

Then: Talk about your career path, how you got to where you are today at TEGNA.   

Wow! What a journey that’s led me to TEGNA. Where do I begin? It all began on the island of St. Croix, growing up as the oldest of three boys to a single mother. Barbara Hitesman – the greatest entrepreneur and businesswoman I’ve ever seen in my life. As a child, my mother would take us to different beach properties and tell us, “One day I’ll have a beach house for us!” She had a dream that resonated to her core. Twenty-five years later, my mom’s dream became true through hard work, lots of sacrifices, and dedication.  

I was a Nurses Aide for seven years in my early 20s post-college; this is where my compassion for helping others was cultivated. I loved taking care of my elderly patients. They were family to me. This served as the backbone for the rest of my career and life. I then shifted careers and join the car sales business, where I learned sales 301, from some of the best mentors in the industry. They helped me become an Internet Director within a year. 

From the island to Arkansas, I can now see that every transition I’ve undertaken — both professionally and personally — has made me perfectly suited for my role at TEGNA.   

Now: What is your current role at TEGNA?   

As an Account Executive, I get the pleasure of developing deep-rooted relationships with business owners. My passion lies in generating ROI-based solutions for my partners. If I am honest, that is what drives me every single day. I wake up every day with the mindset of, “What am I going to learn today?” Life tends to deliver on its promises when the intention is set. 

My Halo Moment: What was the most rewarding project you’ve worked on at TEGNA?   

By far the most passionate project I’ve had the pleasure of working on through TEGNA is always the next project I get to work on. Every project where I am involved as a business growth consultant is immensely rewarding as I have the opportunity to generate life-changing results through TEGNA’s great platform. 

Good Company: What does being in good company mean to you?   

To me, being in Good Company means having a collective group of individuals looking for ways to improve one another for the common good of others. Being in Good Company is TEGNA. 

Note to Self: What advice would you give yourself looking back on earlier days in your career?  

I would tell my younger self to breathe, and it will all work out. You are stronger than you know. Enjoy the journey because it will be one for the ages. Oh, and to be grateful for those around you.   

Tangible & Emotional Intelligence: What advice would you give to someone looking to work in media/sales/marketing?   

Be brave. Don’t be afraid to do the right thing for your clients. Don’t be afraid to learn after hours. Put your 10,000 hours in before throwing in the towel. Once you realize that your client’s YoY growth matters above anything, you’ll be able to see incredible success. Not only financially but through personal growth. 

Why is Hispanic Heritage Month important to you?   

Wow! Being born in Puerto Rico but raised on St. Croix US Virgin Islands, it’s an incredible opportunity to celebrate my heritage. Cultures and family heritage amalgamate to produce a passionate proud group of people. It represents the ability to show others that you can achieve the American Dream because I, and many people around me, have. 

Then: Talk about your career path, how you got to where you are today at TEGNA.  

 To say that I have a diverse background is an understatement. It all began with what I believe are innate abilities and strong role models. My father, may he rest in peace, was a very charismatic, hard-working, and passionate leader. He was a man who believed in the power of positivity and empowerment. He served 25 years in the military and then had a full second career as the General Manager for an auto dealer group. I am proud to model my work ethic around his philosophy of looking at everything as an opportunity to do the right thing.  

That said, I started my sales and marketing career in Telecommunications with AT&T.  I have always held leadership roles and have worked in the non-profit world, automotive marketing, healthcare/hospital marketing, and even sports marketing. But I have always loved the media sales and advertising side of things. I love being able to work alongside so many businesses and so many amazing people.   

I hold a Bachelor’s degree in Business with a concentration in Marketing and a lifetime of experience in trying to put myself in my customer’s shoes. KIII and TEGNA align very well with my values, which I take to heart every day. 

Now: What is your current role at TEGNA?   

Local Sales Manager 

My Halo Moment: What was the most rewarding project you’ve worked on at TEGNA?   

On the sales and marketing side, I touch many integrated advertising solutions, so to single one out is a difficult choice. I will say that I love what I do and work hard to stay focused on what matters. For me, the sales team that I am blessed to be a part of is what really matters. They inspire me every single day.  

Another thing that really matters to me is the work that TEGNA is doing to promote diversity and inclusion internally and externally. I am very honored to serve on the TEGNA Racial Diversity & Inclusion group with some really forward-thinking and selfless individuals. This initiative and the work that is being done company-wide as a result of the foundation of this group is incredibly rewarding. 

Good Company: What does being in good company mean to you?   

PEOPLE! Everyone has a story, and being in good company means listening, respecting, and embracing everyone’s story. 

Note to Self: What advice would you give yourself looking back on earlier days in your career?   

I figured out early that I could sell and did not take education as seriously as I should have. I finished college as an adult learner and while the sacrifice was well worth it, I will say that I should have listened to my Mother (yes, I really just said that). The upside is that all of my children are college graduates, with the exception of the baby. She is currently in her Junior year and on her way to becoming a nurse. They saw the long nights and decided to take the saner route. 

Tangible & Emotional Intelligence: What advice would you give to someone looking to work in media/sales/marketing?    

Assume that you will always be learning and take it upon yourself to do so. Invest in your career and in your brand by investing in and keeping up with industry trends, product/service updates/competitive offerings, etc. This is an excellent career if you decide early on that you must keep learning and open your mind to training and improving your skills. 

Why is Spanish Heritage Month important to you? 

I am Puerto Rican-Mexican American, and my first language was Spanish. I learned to speak English when I was six years old. Having grown up as an Army brat, I was around so many different cultures and ethnicities and find that it really shaped my perspective and outlook. Hispanic Heritage month recognizes the customs and beliefs that shaped who I am as a leader, mother, and wife. I believe it is important to memorialize our customs and honor our families in this way. 

Then: Talk about your career path, how you got to where you are today at TEGNA  

 It’s hard to summarize my career path because I have had various roles that have helped shape who I am and where I am today.  I believe that my biggest accomplishment has been putting English into practice since I learned it as an adult.  Nevertheless, once I made the decision to overcome that obstacle, I started to grow professionally.   

I started my sales career in 2002 by selling marketing telecommunications products and services and later moved into Spanish broadcast radio sales. I was recruited by Univision and Azteca TV as a Promotions Manager.  At one point I decided to focus on family, as my son was a baby, and I went back to school and got my degree in Accounting.  Over the years I sold insurance services and flooring products to residential and commercial clients. I, however, missed media and decided to apply at KIII, the leading broadcaster in the area. I was initially hired to sell their Spanish products and found myself on the General Market side months later. 

Now: What is your current role at TEGNA?   

Senior Account Executive 

My Halo Moment: What was the most rewarding project you’ve worked on at TEGNA?  

Every project is a rewarding experience. TEGNA supports good causes, and thanks to that opportunity, I get to approach and work with organizations from the medical and education fields to help our community. I find it satisfying to know that people can get medical attention and get informed because of our marketing effort. I work with WellMed, the NAACP, and the School District every year with their health fairs, helplines, and other community campaigns. I find it rewarding to know that my small contribution is helpful to our senior community and future generations. 

  Good Company: What does being in good company mean to you?    

I am a team player and a people person, so being in good company means just that.  I am blessed to work with an amazing group of people here at KIII. 

Note to Self: What advice would you give yourself looking back on earlier days in your career?   

If I would have had the opportunity to talk to myself in my earlier days, I would say: “The only obstacle keeping you from growing professionally, personally, and spiritually is in your mind.” My advice would be: Set your mind towards your goals and purpose in life, work hard, and refuse to give up. 

Tangible & Emotional Intelligence: What advice would you give to someone looking to work in media/sales/marketing?   

I would advise anyone interested in media and communications that this industry is very rewarding and fulfilling. You have an opportunity to help others with their businesses and to be a part of their team while working on project as partners.    

Tangible:  Marketers can drive a higher level of success in everything they do based on their efforts. Many people are successful in this industry because they invest in themselves and they are open to learning new things. This industry is growing, and technology is advancing. We can grow by selling new products and engaging with people in new ways digitally. 

 Emotional: If you have a passion for helping and enjoy connecting with people, communications are the right choice for a career.  There are many advantages when working in marketing, such as learning about different industries and you grow professionally because of the partnership and relationships you build with them.   

Why is Hispanic Heritage Month important to you?   

I am very thankful for the opportunity that this country has given me to be a successful person. I would say that my culture, background, and heritage molded me into who I am today. Hispanic Heritage Month is important to me because it represents who I am. Celebrating Hispanic Heritage Month reminds us that our families with Hispanic roots have contributed to our hard work and efforts to this nation over the years. I am proud to be raised by Mexican parents who taught me about my heritage history and traditions. Our culture is beautiful, and I am proud to share the beauty of it with my children and have the obligation to pass the legacy to future generations.