Juana Veliz

Juana Veliz

Senior Advisor

As senior advisor, Juana provides counsel, community and media relations, as well as research for clients on behalf of the agency. Currently, she oversees the media relations efforts in Dallas and Houston for Medivation, a biopharmaceutical company focused on the development and commercialization of medically innovative therapies to treat serious diseases for which there are limited treatment options.

Juana previously served as a member of the agency’s leadership team, developing award-winning campaigns for various clients as the Hispanic Practice Managing Director. In addition to operating the day-to-day responsibilities of the practice, Juana provided strategic direction, developed communications strategies and carried out community outreach and media relations tactics for client’s such as the Robert Wood Johnson Foundation, H&R Block, Harley-Davidson Motor Company, Met Life, among others.

Juana has more than 12 years of experience as a marketing and business growth professional. She is the founder and principal of Cultural IQ Strategies, a marketing consulting firm, helping brands reach business growth goals by resonating to their audience with rich cultural understanding. She is an insights-driven marketer with a passion for helping brands grow and reaching their target outreach efforts. 

Prior to starting her own consulting firm, Juana served as the Multicultural Growth & Innovation Program Manager at Texas Health Resources, one of the largest faith-based, nonprofit U.S. health care delivery systems with a $4.1B revenue. In her role she designed and executed Hispanic market strategic initiatives to drive market share growth. She led a multidisciplinary team to implement marketing campaigns and identify approaches to improve organizational system-readiness to better serve the needs of multicultural consumers. Juana also launched the foundational work to support Texas Health’s larger segmentation framework in an effort to sustain and scale efforts started by the Hispanic segment work.   

Juana served as the Culture Director for Somos Beauty, a direct sales beauty company where she developed and executed culturally relevant strategies to launch and establish a clientele base. As a consultant for Iconoculture, Inc., Juana executed consumer research that provided cultural insights to major U.S. corporations to help them better understand and engage with Latino consumers.

Juana holds a bachelor’s degree in Mexican American Studies with a concentration in History from the University of Texas at San Antonio.  She holds a master’s degree in Latin American Studies from California State University, Los Angeles and has attended certificate programs at Universidad de la Habana, Cuba and Tec de Monterrey, Mexico.

Juana has been recognized as a Latino Leaders Magazine Club Leaders of the Future, was recently published in the International Journal of Environmental Research and Public Health for her contribution to an internal clinical assessment to determine health disparities in care based on race, ethnicity and language (REaL), and currently serves on the Board of Directors of Girls Inc. of Metropolitan Dallas. 

Lagrant Communications 22nd Year Anniversary