Lisa Valtierra is a leading cross-cultural marketing expert with extensive experience developing Spanish and English campaigns in the pharmaceutical and healthcare industries. She has spearheaded numerous award-winning campaigns that have reached over 100 million Latino households. Valtierra has unmatched expertise targeting the Hispanic-American marketplace and understanding the sensitivities of the Latino community. She has worked with major companies like Boehringer Ingelheim and Abbott Laboratories to develop culturally sensitive messaging and advocacy campaigns.

1. Lisa Valtierra Unmatched Skill to Reach the Hispanic-American Marketplace
66 Carol Street Danbury, CT 06810 Mobile: 203.788.1774 LisaValtierra@gmail.com
Leading cross-cultural marketing and advocacy expert in the pharmaceutical and healthcare fields. Proven
success in crafting Spanish and English campaigns that resonate with U.S. Latino consumers and broader
audiences. Seasoned liaison who can inspire creative and business teams to spark behind award-winning
marketing efforts. Experience pinpointing both Hispanic and broader mass media channels for effective
allocation of resources. Acute awareness of cultural sensitivities within the Latino community.
A Visionary to Guide Initial Entries into Untapped Latino Markets or to Build on Existing Efforts
Award-winning marketing and branding “envoy” who has spearheaded efforts reaching as many as
100 million Latino households through the highest-rated programming on Univision, Telemundo and
other mainstream outlets.
A keen understanding of the best ways to reach both broad and narrow audience segments in today’s
rapidly growing Hispanic market of 53 million.
Unmatched expertise in the pharmaceutical and healthcare markets with a focus on key therapeutic areas
including diabetes, HIV/AIDS,hepatitis C, atrial fibrillation, Parkinson's disease, and women's sexual
health.
Experience in Creating Riveting,Meaningful Messages That Inform Latino-American Consumers
Boehringer Ingelheim Pharmaceuticals, Inc., United States Headquarters,Ridgefield, Ct.
$17 billion global drug manufacturer
Recruited to create Spanish- and English-language advocacy campaigns. Promoted to build upon
successes there to build the brand of key medications for chronic diseases including type 2 diabetes, high
blood pressure and heart disease medications which affect high numbers of Hispanic Americans.
Associate Director, Cross Cultural Marketing, March 2013 – March 2016
Associate Director, Patient Advocacy & Professional Relations,Oct. 2008 - March 2013
 Develop internal communications plan for the broad US Hispanic marketplace and targeted
locations. Conceive strategies to build awareness on market-specific issues. Tailor messages to
reflect cultural insights, marketing trends and culturally-sensitive best practices. Mold content for
the overall Hispanic market and special subgroups.
 Team with therapeutic marketing teams to integrate advocacy campaigns into branding plans.
Devised strategies incorporating both branded therapeutic information and disease awareness
campaigns. Promoted greater understanding and cultural insights of target markets and organizing
training for teams across functions.
 Work closely with agencies of record to spark strategic development, and tactical execution to
drive efforts to delivery both health and drug information to Hispanic consumers.
 Cultivate strong relationships with national and local Latino leaders in the US Hispanic Chamber
of Commerce, the National Council of La Raza (NCLR), the Hispanic Federation and the Cuban
American National Council (CNC). Established and developed relationships with other women’s
and ethnic advocacy organizations.

2. Noteworthy Accomplishments:
Directed the development and success of the Spanish language campaign Cuida Tu Don de la Salud or
Take Care of Your Gift (CuidaTuDon.com) which generated over 120 million exposures through media
powerhouses Univision and Telemundo as well as 10K+ weekly website views. The campaign won 7
Multicultural Health National Marketing Award in 2015 including best in show
Led a Univision/Sabado Gigante disease awarenesscampaign that was integrated into the show’s Ritmo
Dieta script and announced by legendary host Don Francisco. The show reached 100 million viewers in
the U.S. and abroad every Saturday night until the host stepped down in 2015.
Launched online educational websites to teach consumers about atrial fibrillation and stroke, Parkinson’s
disease and sexual health. Developed and launched www.HepCRedefined.com,an educational resource
for hepatitis C providers, advocacy community, patients, and caregivers.
Organized quarterly webinars on Accountable Care Act for professional and patient advocacy
organizations. Online forums attracted national organizations representing severaldisease states – heart
disease, Parkinson’s, cancer,hepatitis C, HIV/AIDS. Developed and convened advisory boards to
promote better understanding of critical issues including health care reform and sexual dysfunction.
Earned internal Boehringer Ingelheim Marketing Team Award: Best Consumer Education Campaign
2009 for Sex and a Healthier You campaign
Abbott Laboratories, United States headquarters,Lake Bluff, Illinois. $20.4 billion global manufacturer
of medical devices and generic pharmaceutical products.
Recruited to lead cross-functional teams to expand communication channels and conceive advocacy
campaigns that linked Abbott’s sales and medical technicians to patient groups as a means to promote
brand growth.
Advocacy Relations Manager, Virology Franchise,2001 - 2008
 Designed and implemented communications solutions working closely with internal medical,
legal, and regulatory review teams.
 Managed multi-agency partnerships, including budgets.
 Maintained national sales leadership position and achieved top ten national sales ranking among
350-person sales force.
 Collaborated with sales, marketing, public affairs and clinical science teams to assess and address
community needs including HIV screening, medical and mental health care. Collaborated with
the company’s medical and consumer marketing teams on physician advisory initiatives,
educational materials.
 Spearheaded efforts to reach Latino and other minority communities through advisory boards to
gather input on best practices and critical issues affecting specific groups. Initiated, executed, and
nationalized community forums and advocate meetings which brought workers of AIDS
organizations together with scientists working on new treatments and medications.

3. Noteworthy Accomplishments:
Pioneered the development of the booklet Powerful Positive for newly diagnosed HIV+ women which
was released in both English and Spanish with five reprints in five years.
Advocated for significantly reduced development time for Abbott’s Spanish language patient educational
materials which was reduced over time to six months for publication from 12 previously.
Instrumental in managing pricing issues for the HIV medication Norvir with internal (sales force) and
external stakeholders including government and community leaders and medical providers.
Earlier Experience
UCLA Clinical AIDS Researchand Education Center, Treatment Advocate
Women At Risk, Community Liaison, 1999; Outreach/Education Coordinator
PageNet, Sales Representative
Education:
Bachelor of Arts,Communication Studies, University ofCalifornia, Los Angeles 1986
Awards/Special Skills
Multicultural HealthNationalMarketingAwards,2015: Best in Show
Gold: Best Website, Best Television Campaign, Best Hispanic Campaign
Silver: Best Point of Care Program,Best Digital Campaign, Best Disease Education Campaign
DTC Outstanding Multicultural Marketer,2014
Multicultural Health National Marketing Awards,2014:
Gold: Best Disease Education Campaign; Best POC Campaign
Marketing Award:Best Consumer/Patient Focused Campaign Boehringer Ingelheim, 2009
Performance Excellence Award,Abbott Virology 2004
Performance Excellence Award,Abbott Virology 2003
Organizations:
Senior Executive Corporate Advisory Board representative for US Hispanic Chamber of Commerce
(USHCC),2014 – present
Honorary Co-Chair, US Hispanic Chamber of Commerce Legislative Summit, 2015
National Council of La Raza (NCLR) President’s Circle member, 2013 – present