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Lucia Rodriguez

Comcast Cable
Sr. Director, Multicultural Marketing

Lucia Rodriguez began in the cable television industry with Continental Cablevision/MediaOne. As part of the marketing team, she led the organization towards the implementation of programming, marketing and communication strategies to attract and retain Hispanic customers. She was responsible for increasing the penetration of basic and premium services and the creation of the first national advertising campaign in Spanish for the U.S. cable TV industry.

 

Her previous cable television experience also includes Affiliate Sales and Marketing responsibilities at Starz Encore Group, where she managed the MediaOne/AT&T account in the Southeast, being responsible for the development and implementation of marketing plans to ensure continuous subscriber growth. Later, at PTV Latin America, she was responsible for branding, marketing and communication efforts to maximize market penetration of the PTV networks in Latin America, Spain, Portugal and the U.S. Hispanic market.

 

Lucia Rodriguez joined Comcast – Southern Division in 2006 to lead the development of the Hispanic Marketing function, being responsible for managing Hispanic product, programming, package and pricing, and for developing communications, marketing and sales strategies to reach the Hispanic audience. In 2011, Lucia was promoted to Senior Director of Multicultural Marketing for the Central Division.

 

In 2013, she joined the Comcast HQ team in Philadelphia, to focus on Retention Marketing & Loyalty as the Senior Director of Multicultural Retention Marketing, responsible for leading the Company’s Multicultural Retention Marketing efforts, leading to reductions in Hispanic churn in less than a year. In January of 2014, Lucia became part of the Comcast HQ Acquisition Marketing team, focused on delivering improvement in Hispanic customer growth through the development and execution of acquisition strategies and programs targeting the Hispanic and other Ethnic segments.

 

With almost 20 years of experience in the Television/Telecommunications industry, Lucia has a proven-track record in Multicultural Marketing and Management, Product Marketing and Marketing Communication coupled with a unique understanding of key strategic customer segments in both the U.S. and abroad.

 

Her background also includes over four years of experience in the Advertising industry where she worked for major advertising agencies in Venezuela, first in Public Relations, managing clients such as Nabisco and Westinghouse, and later, as a Creative Director for clients such as Banco de Venezuela and Toyota.

 

Fully trilingual in English, Portuguese and Spanish and Educated in Venezuela and the United States, she holds a degree in Advertising and Public Relations from Universidad Catolica Andres Bello, and a Masters degree in Broadcast Administration from Boston University. More recently, Lucia completed the prestigious Executive Leadership Development Program at Darden School of Business/University of Virginia.

 

Lucia has served as President of the NAMIC Florida Chapter and has been a member of the NAMIC Multicultural Marketing Committee and a judge for the EMMA Awards for over five years. She is also the recipient of several awards, including the EMMAs and Communicator, CableFaxies and ANA Multicultural Excellence Awards as part of the Comcast Multicultural Marketing team.

 

My Speakers Sessions

Tuesday, April 5
 

10:00am EDT