Sandra has dedicated her 25-year career to Multicultural Marketing, primarily focusing on the US Hispanic Market.
Before joining Horizon Media in November 2019 to lead the newly created multicultural agency 305 Worldwide, Sandra was the Managing Director of Wing, the multicultural agency of GREY Group. During her 5 years with Grey, Sandra helped reignite Wing’s leadership in the industry, adding new Clients such as Pfizer, Papa John’s, Lilly, and Nestle. During her leadership, Wing was recognized for their strategic and creative leadership, winning their first Effie and being among the most awarded multicultural agencies at Cannes in recent years.
Prior to joining Wing, Sandra co-led the Brand Leadership department at Lopez Negrete Communications, the largest independent Hispanic agency in the country, where she led a team to service Walmart, Kraft Foods, Chrysler Dodge, MillerCoors, Sonic and Dr Pepper Snapple Group.
Sandra began her career at Saatchi & Saatchi’s Conill Advertising, where she discovered her passion for Advertising and leadership in Client Services. Later, at The Vidal Partnership (TVP), Sandra she spent over a decade building a best-in-class Account Management department of over 40 professionals, reaching the role of Managing Partner of the agency. Sandra played an active role in winning and leading key agency accounts including McDonald’s, Heineken USA, Sprint, The Home Depot, JCPenney, Kraft Foods, Nissan, Wendy’s, DIRECTV and Diageo. She was critical to the TVP’s unprecedented dramatic growth, which led to the agency being recognized as Multicultural Agency of the Year for three consecutive years.
In 2005, Sandra was recognized by Advertising Age in their Women to Watch profile, the youngest recipient to receive the honor at the time. Sandra earned her MBA in Marketing and Management from NYU’s Stern School of Business and her BSBA in International Business from The American University. She is an active speaker on topics including Leadership, Culture and Multicultural Marketing. In 2019, Sandra earned her Professional Coaching Certification and founded Power & Grace, a boutique consultancy offering Life and Business Coaching, Corporate Training and Public Speaking.
Sandra lives in Greenwich, Connecticut with her six-year old son, Sebastian. Sandra loves to travel near and far. She will often be heard saying that there is life “before and after India” due to the profound impact that a 2010 personal and spiritual journey to India had on her life. In addition to traveling, Sandra is an avid reader, theater junky and movie buff. She is currently working on authoring a series of bilingual children’s books.