Calú is a marketing communications professional with over 15 years of experience in multicultural marketing, advertising, sales, and events. She currently holds the position of Associate Director, Sales Marketing at ESPN Deportes, ESPN Hispanic sports media network. After joining the organization’s Marketing Communications department in 2010, she took part in the development and execution of campaigns such as Hispanic Heritage Month, Serie del Caribe and Dewar’s MLB Sponsorship, among other initiatives. Over time, her work has helped the Ad Sales department secure double digit increases in revenue for ESPN Deportes’ TV, audio and digital platforms.
She has also been the ‘solo’ sales marketing contributor to an ever-expanding sales team. Her diverse communications background has been important to her team’s success and first-rate market standing. Her role includes the development of strategic and tactical messaging in order to help marketers gain a better understanding of ESPN’s multicultural audience.
Calú began her career in 1996 as a Jr. Advertising Executive at DDB Latina, a division of DDB in San Juan, Puerto Rico. Over the next 10+ years she served in a variety of increasingly senior positions at the agency, gaining valuable experience in all aspects of the field. After a break in 2007 to undertake graduate studies at the University of Connecticut, where she earned an MBA, Calú joined the 2010 Census Advertising Task Force in New York. Her group worked as one of the 14 partner companies that developed advertising campaigns in 28 different languages for the US Census Bureau.
Both her college extracurricular activities at UCONN, which included participation in the Institute of Latina/o, Caribbean and Latin American Studies and Rethinking the Latin@ Intellectual Ecology Conference, as well as her work with the US Census, helped Calú strengthen her knowledge and passion for the Hispanic and multicultural communities in the US, enthusiasm that remains with her today in all current professional endeavors.
Born in San Juan, Puerto Rico, Calú attended Universidad del Sagrado Corazón where she received a BA degree in Communications and Advertising. She later received her MBA from Universidad de Puerto Rico in San Juan in conjunction with UCONN School of Business. Calú resides in New York City where she has cultivated many of her interests: films, Latino art and culture, as well as cross fit training, spinning and jogging. Her biggest passion is travel; she has visited many US cities and her international voyages have taken her to Germany, Spain, Brazil, Venezuela, Mexico City, Canada, and sailing the BVI’s & USVI’s.