Lucía Tovar-Matthews

Jul 20, 11 Lucía Tovar-Matthews

City you live in:
La Jolla, California

Occupation and why?
I am the Executive Director of DIÁLOGO, a PR firm with operations in San Diego and Mexico City which focuses on U.S. Hispanic and Latin American markets. I serve on the Board of the San Diego Community College District Oversight Committee. I also write a syndicated column about trends and developments in the Hispanic consumer, business and media markets.

A regular day consists of?
Before heading to the office I do yoga, have breakfast, and catch up on the news feed: Poder360.com, The Americano, The Wall Street Journal, the EFE News wire, and LaCosmopolatina.com. My workday consists of editorial briefs, research and writing, teleconference meetings with clients and a daily call with our Mexico City office.

How do you define success?
Creating a balance between my profession, relationship with God, and family, and giving back to my community. In a professional capacity, helping a client achieve their objectives is an amazing feeling.

What has been your biggest challenge?
In 2009, I had to postpone my firm’s expansion plans into Mexico because we had so many internal projects and campaigns and were understaffed. Page One Media in association with Televisa Publishing invited me to become a columnist for its award-winning publication, PODER Hispanic Magazine. Because of this new responsibility and the launch of DialogueOne™, our client intranet portal, I could not make time for the new office launch. However, early last year we opened the long-planned Mexico City division, launched a media syndication service, and this year we rolled out our blogger communications service: Hispano Bloggers. We hired a bunch of new PR reps in Mexico and throughout the U.S.

What advice would you give a Latina who wants to follow in your footsteps?
I am a fervent advocate of mentorship. Learn the fundamentals by putting in your dues at a dominant player or emerging organization in your field before going off on your own. I never recommend “Just doing it.” Too often, young professional Latinas strike out on their own without the comprehensive training and real life experience needed to tackle all the complex issues of a successful career.
I have taken a special interest in nurturing the next great Latina communications professionals by creating an internship curriculum that provides students with real life experience on PR campaigns. DIÁLOGO works with the University of California San Diego through a special multicultural internship program that my team developed.

What’s on your bucket list?
Babies!

I am proud to be Latina because:
I am proud to be a Latina because we Latinas have accomplished so much and now have so much more influence in this amazing country!

How do you get your Latin fix?
I grew up in Mexico City and long for the food, smells and sounds in between my monthly trips there.

Spanglish, English, Spanish?
Depends on the situation. I speak and write mostly in English at work and speak English, Spanish and French with friends and family.

Favorite home remedy:
For a cough, I use bougainvillea tea with honey.

Career Highlights
Opening our office in Mexico City and helping to create an online communications platform that enables our consumer brand clients to participate in cutting-edge research and promotion. DIÁLOGO now serves so many amazing top-brands as a barometer of Hispanic consumer and business trends.

[career]♦Opening our office in Mexico City and helping to create an online communications platform that enables our consumer brand clients to participate in cutting-edge research and promotion. DIÁLOGO now serves so many amazing top-brands as a barometer of Hispanic consumer and business trends.[/career]

[description]“I am proud to be a Latina because we Latinas have accomplished so much and now have so much more influence in this amazing country!”[/description]

1 Comment

  1. Blanca /

    You are so smart! you have continuously grown into a savvy business woman! congrats! And you do have a fabulous blog! love ya

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  1. La Cosmopolatina Interview with Hispanic Marketing Thought Leader, Lucía Matthews – DIÁLOGO - [...] Read Full La Cosmopolatina Interview with Lucía Matthews [...]

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