Juan F. Lezama, Director of Mosaico
Juan F. Lezama leads Mosaico, managing Latino and Multicultural PR programs for clients such as Foster Farms Poultry, Xoom.com, City of Hope Medical Center, The Pacific Companies, The First American Corporation, Sequoia Healthcare District, Annabellle Candy Company and Little Heroes among others. Juan’s experience communicating to multicultural audiences includes media relations, community relations and events, Brand PR, crisis communications and issues management as well as serving as a corporate spokesperson with Latino market media. Under Juan’s direction, the division was awarded the 2007 N. Calif. Silver Anvil Award by the PRSAfor its Latino market program for client Foster Farms. Juan also led multicultural communications for the recently awarded campaign “Pacific Companies: Doing Well by Doing Good” for which the agency was awarded the 2010 Bulldog Award of Excellence-Gold, the top award nationwide for crisis communications.

Prior to Mosaico, Juan helped successfully launch Spanish Broadcasting System’s new San Francisco station KRZZ LA RAZA in 2005. His work focused on implementing local and national campaigns for the station’s clients including establishing new business relationships with one of the largest advertising agencies in the country for client Direct TV. This work attracted other advertising clients such as Sprint, Heineken USA and Diageo.

Born in Peru and raised in both Peru and California has given Juan a first-hand understanding of the Latino consumer market in the U.S. Juan is a graduate of the University of California, Santa Barbara, and has a bachelor’s degree in Communications. Juan has spoken at industry-trade conferences and has been interviewed on consumer and trade publications such as CNN EN Español, Univision Radio and O’Dwyer’s PR speaking on various topics of public relations in the Hispanic market.

Celina Rodriguez, Strategic Expert - Latino
Celina Rodriguez works with Mosaico to customize communications programs for the Latino market. Originally from Guadalajara, Mexico, Celina has an extensive professional background in broadcast and print journalism. She is widely known as a leading Latino journalist, and her extensive career covering the United States, Mexico and other Latin American countries has given her a deep understanding of particular cultural sensitivities from different markets including the U.S. Latino market and Latin America. Celina worked earlier in her career in a communications role for Pepsicola Mexico.

Celina’s most recent experience includes forming her own company Rodriguez Media Production in 2007 and hosting morning-drive shows that were simultaneously broadcasted on Telefutura and Univision Radio in the San Francisco/Oakland/San Jose markets. Celina was also the face of Telemundo’s Bay Area affiliate “Noticiero 48” news show, where she served as a news anchor and producer for 15 years, and also for her previous news anchor role on CNN en Español’s “Noticias Mexico,” an international news program. Rodriguez is also a host and Executive Producer of “Celina Al Medio Dia,” a news and current events show for Latinos living in the United States.

Celina is a respected personality in the Latino community as both a journalist and a community advocate and is consistently recognized for her outstanding work, including multiple Emmy Award nominations and an award for “Best Non-English News Anchor of the Bay Area,” from American Women in Radio and Television. She is also a recipient of the Knight Fellow 1985-86 from the Stanford University Journalism program.