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José Luis Alvarez Arraiza

Partner and COO


Lopito, Ileana & Howie - Guaynabo, Puerto Rico

After graduating from Syracuse University with a double major in advertising and marketing from the Newhouse School of Public Communications and from the School of Management,

José Luis joined Lopito, Ileana & Howie in 1987 as an account executive. He was promoted to supervisor for key multinational companies as well as local clients, and in 1994 he created and launched an alternative marketing agency called Axiom, specializing in below-the- line activities. With this experience, José Luis brought an integrated service vision to the agency when he became COO.

Specializing in healthcare servicing pharmaceutical companies, José Luis is a member of Puerto Rico Pharmaceutical Industry Association and has served as chairman of the Puerto Rico Diabetes Association. Over 18 years of collaboration, he has represented the association at the International Diabetes Federation Bi-annual Congress and also represents the association in the Alliance of Chronic Diseases of Puerto Rico.

His recent achievements include the reorganization of the agency into a circular structure to offer each client a brand team with a multidisciplinary perspective. Additionally, he was involved in the creation of the biggest media unit on the Island, called Horoma 3.