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José L. Alvarez Arraiza

Latin America Regional Director


Partner and COO, Lopito, Ileana & Howie - Guaynabo, Puerto Rico

My role for ICOM: As Latin America Regional Director, I facilitate and orchestrate pan-regional communications efforts. Latin America is an exciting multicultural region, with 587 million consumers across the continent.

I was raised with a bi-cultural background, enriched by living in the Spanish Caribbean, educated in the US and maintaining my Iberian family ties and traditions.  This diversity has given me the pleasure of enjoying the best of both worlds.

The professional accomplishment I’m proudest of... Creating new business models within the agency.

The music in my headphones... Spanish rock and pop.

A book, play or movie that fits my personality... Don Quijote-LOL! I am a dreamer - and as lean as the character.

What I’d like my clients to say about me... He brings innovative ideas and solutions.

What I’d like my team to say about me... He is a facilitator.

A saying that inspires or guides me... Never surrender!

My everyday mission... Be happy and inspire others.

A family heritage... La Arraizada - once a year all my family members get together to celebrate our Spanish heritage (Pamplona, Navarra, Spain).

My personality... I am a typical Gemini.