The Adweek 50: Honoring Media, Marketing and Tech’s Indispensable Behind-the-Scenes Stars

Publication: Adweek
By: Natalie Venegas
Date: November 13, 2022

For alma’s SVP and head of Strategy Angela Rodriguez, helping brand partners effectively connect with Hispanic and Latinx consumers is at the core of her career. As head of strategy, she takes pride in preserving alma’s history of influencing clients and partners to reach those consumers in a more impactful way. Rodriguez’s exhaustive efforts include resetting how Latinx consumers are segmented and reached through media, and she has also driven the agency’s growth by bringing on six new brand partners, including Intuit QuickBooks, Tj Maxx/Marshalls, Rockstar Energy Drink and Amazon Prime Video. The agency is also projected to achieve 7% growth in revenue from 2021 to 2022.

“Changing minds about what segment marketing is and can be, while getting creative ideas into the market that consumers see themselves in (or see themselves in a new light) and changing how others see them is gratifying,” Rodriguez said.

Rodriguez assisted in making Alma the first multicultural-led agency named the most effective office in the U.S. Effies and has inspired the agency to raise the bar for work that elevates insights of different cultures through Alma’s data-driven and intelligence-powered proprietary segmentation model.