Negocios Now

NegociosNow NegociosNow www.negociosnow.com 14 Diciembre 2008 14 Diciembre2015 Chicago United "B e confident in what you know, but don't be a know-it-all." "E verybody builds their own career path according to how they define success. Set your own definition, surround yourself with great people, and envision a future with stretch goals." • Vice chairman and commissioner; chairman, Pension Committee, Chicago Housing Authority (since 2013), Board director, Community Neighborhood Initiative (since 2010) • Former trustee; Chicago Board of Education (2014), former Board member, Chicago Teachers Pension Fund (2014), former Board member, Chicago Low Income Housing (2011), former Board director; chair, Communications and Outreach Committee, The Puerto Rican Arts Alliance (2013), vice president emeritus; co-chair Education Committee, The Goodman Theatre (2004 – 2014), founding member; Steering Committee, Nuestro Futuro, The Chicago Community Trust (2010), former vice chairman, Spanish Coalition for Jobs (2004), former vice president of the National Association of Hispanic Journalists (1998), and Ex-Officio Board member, Radio & Television News Directors Association (1998) • Board director, Leadership Greater Chicago and Leadership Greater Chicago Fellow (Class of 2006) • Former vice chairman of the Board, Rauner YMCA and was a former Board member of Executive Service Corps of Chicago, National Society of Hispanic MBAs, Association of Latino Professionals For America, and Peace & Education Coalition • Contributed to the Forrester Leadership Boards of the CMO Group and eBusiness Councils, as well as served on the LendingTree Advisory Council PERFIL PERFIL Lucino Sotelo Chief Communications and Marketing Officer, SVP, American Medical Association Chief Marketing Officer, BMO Harris Bank se group of industries, using consumer insights and engagement to pro- duce tangible results. At Johnson Publishing Com- pany Sierra's leadership resulted in an increase of more than 400% in social media metrics in eight months. He also garnered earned media coverage valued at well over $2 million. At Peoples Gas, he used statewide town hall mee- tings to build consensus and improve the energy loped and implemented an industry leading digital vision and strategy. Befo- re that, he was inspired to balance his career with deep community involvement, which brought him to HSBC to help start their e-commer- ce business. The busi- ness quadrupled in just over a year. A key reason he joined marketing and the beau- ty of today is that you can actually make that a science because you know where the centers of influence are. In his current role at the American Medical Association (AMA), Rodri- go Sierra is leading a transformation of the 165-year- old orga- nization. As a result of his oversight of a $15 million budget and his repositioning efforts and overhaul of all communi- cations, the association has achieved four years of subscription increases after years of decline. Under his guidance, the organization has shifted from being inter- nally focused to being customer driven. Sierra appreciates that people's expectations are evolving. Even traditionally non- consumer organizations must put control in the hands of the consumers. "Customers expect an Amazon-type of experien- ce no matter what they're doing. There's no way you're going to meet tho- se expectations unless everybody is connected and understands the cus- tomer experience." Sierra has honed his rebranding and commu- nications skills in a diver- Lucino Sotelo is the chief marketing officer for BMO Harris Bank. He is a strong customer advo- cate and aims to genera- te win-win outcomes for consumers and the bank. Born and raised in Mexico, Sotelo learned the impor- tance of put- ting the customer first as a customer sales repre- sentative at Grainger. "A simple conveyor belt can mean millions in up time and production to a company, even though it was just a $30 sale for Grainger. By giving the customer the right product, they will think of you first when they have big orders because you took care of them and didn't try to oversell them on something they didn't need." Immediately prior to joining BMO, Sotelo was the head of digital strategy at Grant Thorn- ton, LLP, where he deve- assistance program, ulti- mately ending the cycle of disconnection for low- income consumers while increasing revenues by $14 million. His background as a reporter and broadcast journalist made him a natural for public rela- tions roles. "My reporting background has always been a great skill base. Asking a lot of questions helps me quickly unders- tand the inner workings of an organization and how to apply that to mar- keting, communications, and strategy." Sierra credits his upbringing for groun- ding him in the values of family and the appre- ciation of hard work. "I grew up in southern California in a Puerto Rican family, surroun- ded by a Mexican com- munity. All of those things are part of what makes me who I am. The values that Latino families often have – hard work, respect for others, giving back to the community – have served me well." HSBC was to make a difference in the Latino community in terms of lending, access to capi- tal, and financial literacy. "I was really tired of my aunts and uncles getting pulled into loans for pro- ducts and services they should never have sig- ned. There was an oppor- tunity for me to come into HSBC and make a difference." He learned he could make an even bigger difference in the industry and the Latino segment by establishing a broader reputation on the streng- th and depth of expertise he brought to his role. Sotelo believes it's a great time to be in marketing. "We live in a time of transparen- cy of information. You have everything at your fingertips to do one-to- one marketing. Recom- mendations have always been the holy grail of Rodrigo Alfonso Sierra Courtesy of Ana Miyares Courtesy of Ana Miyares

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