Patricia is one of the first women to co-own and manage a Hispanic D2C agency in the United States. She set her path as a trailblazer early in her career while at Telemundo by bringing the movie category into Spanish-language advertising where she landed the first exclusive multi-million contract for the network. She then became Network Sales Manager and West Coast Sales Manager at Univision, and later headed advertising sales for HBO Latin America. Patricia is known for her ‘do it smarter’ approach and financial acumen – qualities that have steered her clients to strategies that consistently outperform the competition.
Her advertising agency career includes account supervisory duties in the U.S. and Chile, at DMB&B, Bermudez & Associates and DDB Needham. She has worked with clients in a wide range of industries, from automotive to CPG including Universal Studios, General Mills, American Honda, McDonald’s, Kraft and P&G, among others.
Patricia was born and raised in Chile and currently resides in Studio City where she likes to spend her free time enjoying life with family, friends and a good bottle of wine.
Marcelino – a pioneer in the US multicultural marketplace – has spent 30 years specializing in the Hispanic market, working with his clients to create measurably fluent and impactful campaigns. He has worked with a wide range of clients across several categories including network television branding and tune-in campaigns, film releases, and other content and entertainment properties ultimately leading to the recent acquisition of Arenas Group in 2020.
Marcelino is known for his market intelligence and insight and is valued as a true strategic resource who has worked with many of his clients for several years, helping them to shape their vision for success. Having set the current industry standards for Hispanic D2C and integrated marketing campaigns he has always specialized in general-to-Hispanic market “cross-over” campaigns and leading more clients to incremental growth in the fastest growing market in the United States. Marcelino is committed to the mantra that brands, products, services, content and programming all need to “Enculturate or Die!” A proud Cuban-American and native of Chicago, Marcelino currently lives in Santa Monica where he enjoys baseball, whiskey and a great cigar.
Alicia is a bilingual publicist with over two decades of experience in entertainment marketing and PR, specializing in the Hispanic market.
Before joining Arenas, she held leadership positions at EC Hispanic Media, a prominent media company known for its Hispanic publications and websites, including El Clasificado, El Punto News, Quinceanera.com, and the entertainment magazine Al Borde. In this capacity, she orchestrated «rock en español» events and large-scale
expos for small business owners.
Following her role with EC Hispanic Media, Alicia joined ROX United, a PR agency focused on the Hispanic market, where she managed accounts for notable clients, including the California Milk Processor Board, the creators of the iconic Got Milk? campaign, Waze Maps (Google), and Univision Los Angeles, among others.
Driven by her passion for film and TV, Alicia found her way to Arenas Group, where she now heads the Publicity and Promotions department. In this role, she leads comprehensive Hispanic marketing campaigns for various film studios, including The Walt Disney Company, Netflix, Sony, and Paramount. Some of her noteworthy theatrical and television campaigns include «Jungle Cruise,» «Free Guy,» «Father Stu,» «MoonKnight”, «The Mandalorian» and “Teenage Mutant Ninja Turtles: Mutant Mayhem.”
Mauricio Marín is an advertising and marketing specialist with over 17 years of experience in creative development and art direction in the U.S. Hispanic Market and LATAM. Starting his career as a copywriter, Mauricio has an uncanny ability to internalize a brand and speak on its behalf, guiding advertising and communication efforts as a staunch brand advocate. His experience includes agency as well as client-side assignments, leading cross-cultural creative teams, and directing the development of marketing assets that connect with target audiences on a personal level.
Mauricio brings to the Arenas Group team his attention to detail and the expertise that he has gained in agencies like DDB and Ogilvy, and clients like Aeromexico, Mexicana Airlines, Maseca, Mission Foods, Guerrero Tortillas, LéaLA, TABASCO Sauce, and Technology Credit Union.
Mauricio is a coffee grower and a native of Colombia (not Columbia).
Andrés is a multifaceted executive, producer, and storyteller with over 15 years of experience in the entertainment industry.
After stints at Red Wagon, Disney, and Fox, Andrés rose through the ranks at Arenas Group’s previous iteration, «Arenas Entertainment,» where he was integral in strategizing marketing campaigns for dozens of titles, including franchises like “The Conjuring,” “Planet of the Apes,” “Transformers,” and “The Avengers.” He also oversaw the creative unit and led targeted creative marketing campaigns for studios like Disney, Lionsgate, Searchlight, and Sony.
After aiding with the successful sale of the company in 2020, he consulted with some of the most prominent names in the Hispanic entertainment landscape, including Eugenio Derbez’s 3Pas Studios, where he oversaw campaigns for Hulu’s “The Valet,” Apple TV+’s “Acapulco,” and Prime Video’s “De Broma en Broma.” He also ran point on projects for film and television at AGC Studios, where he served as a Director of Development for both the US and LATAM markets. An accomplished writer on his own, he also wrote and sold a TV series based on the life of the members of “OV7” — one of the biggest pop groups in LATAM.
He is thrilled to be back at Arenas in its brand new phase and collaborate with old and new friends.
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