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.  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 various clients, such as Medivation, the Robert Wood Johnson Foundation, Christopher and Dana Reeve Foundation, the American Cancer Society, H&R Block, Harley-Davidson Motor Company, and Met Life, among others.

Juana has more than 13 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 strategic initiatives to drive Hispanic market share growth, developed capacity building and readiness strategies to better serve the needs of multicultural healthcare consumers, designed qualitative studies and developed measures to evaluate the success of the strategy and tactics. Juana also led the design and adoption of cultural competence standards and benchmarks for a nurse practitioner clinic model. During her tenure, she spearheaded the testing and integration of a proprietary segmentation model which forms the foundation of this widely-recognized program now being scaled across the organization.

Juana’s marketing communications experience also includes servingas the Cultural Director for Somos Beauty, a direct sales beauty company where she developed and executed culturally relevant strategies to launch and establish a clientele base and as a consultant for Iconoculture, Inc., where she executed consumer research that provided 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   Anniversary