MIAMI—Lourdes de la Torriente has joined the diversity solutions practice at Edeleman as a vice president in the Miami office. She will help manage U.S. Hispanic marketing communications programs for the firm’s current client base and help grow the practice.
Edelman’s Diversity Solutions practice was founded in 1998 and the 16-person group—focused on the Hispanic and African-American markets—currently works with Johnson & Johnson, Unilever, Pep Boys, Schering-Plough, Hershey, Wyndham, New York Life, the USTA, and Wrigley, among other Edelman clients.
“The addition of Lourdes further strengthens our U.S. Hispanic team at a time when Hispanic marketing is becoming a strategic business imperative for many of our clients,” said Peter Land, general manager of the practice. “She has a wealth of relevant experience, which further cements our already strong relationship with the Hispanic community, especially in Miami.”
De la Torriente joins Edelman from Weber Shandwick Worldwide where she played a role in the formation of the agency’s U.S. Hispanic and Latin America operations and managed communications programs for multinational companies including Avaya Telefonica, Citrix, and United Airlines. She also spearheaded campaigns for several travel and lifestyle clients including Guatemala, Dominican Republic Tourism Board, and Cunard Cruise Lines.
She has also worked for Fleishman-Hillard and Ketchum.