Hispanic Public Relations Association (HPRA) Leadership Cumbre 2025

The Hispanic Public Relations Association (HPRA) 2025 Leadership Cumbre is a high-impact morning summit showcasing how Latino voices are reshaping brand engagement, stakeholder leadership, and cultural storytelling.

Through rapid-fire conversations, one-on-one interviews, and a featured fireside chat, the Cumbre convenes marketers, communicators, executives, creators, and changemakers to explore the new economy of trust, platform innovation, and inclusive leadership—rooted in culture, powered by community, and designed for long-term impact. Hosted the morning of the HPRA ¡Bravo! Awards.

This event is made possible with the support of HispanicPro, Diveristy Action Alliance, Nielsen, and Resonant.

Confirmed Speakers (with more to come):

Alison Francis — Chief DEI Officer, Costco (featured fireside chat)

Ana Valdez — CEO, Latino Donor Collaborative

Andy Checo — Managing Director, Resonant

Andrew McCaskill — Sr. Communications Executive & LinkedIn Influential Voice

Eric Winkfield — SVP, M Booth

Etienne Hernandez Medina — CEO, H+M Communications

Pam Zapata — Founder & CEO, Society 18

Stacie de Armas — SVP, Inclusive Insights, Nielsen

AGENDA SNAPSHOT

8:30 AM – 9:00 AM
Welcome & Networking Breakfast sponsored by HispanicPro

9:00 AM – 9:15 AM
Welcome and Opening Remarks with HPRA President, Sonia V. Diaz

9:15 AM – 10:00 AM
Winning Latino Attention Authentically
The Attention Economy
How brands earn--not buy--Latino attention through cultural fluency, relevance, and trust-driven storytelling that moves behavior without performative fluff.

10:15 AM – 11:00 AM
Featured Conversation: Culture-Driven, Stakeholder-Led
A fireside chat with Alison Francis, Chief Diversity Officer, Costco, on turning purpose into practice--aligning values, operations, and metrics to build durable brand equity.

11:00 AM – 11:45 AM
Leadership at the Crossroads: Culture, Commerce & Courage

Senior leaders share concrete playbooks for navigating polarization, protecting teams, and sustaining brand trust while making principled decisions under pressure.

12:00 PM – 12:45 PM
Latino-Led. Culture-Fed. Creator-Made.
How Latino creators drive growth and cultural capital--covering co-creation models, IP ownership, brand safety, and measurement that proves business impact.

12:45 PM – 1:30 PM
Networking Hour

Know what’s Happening Next — before everyone else does.

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Host or Publisher HPRA USA