LOS ANGELES: Lagrant Communications has promoted Paulo Lima to lead the firm’s Hispanic practice as VP and MD, effective immediately.
The VP role is newly created, but the MD role was previously handled by Juana Veliz, who left the firm in October 2012 to serve as Hispanic initiative program manager for Texas Health Resources. Lagrant’s CEO Kim Hunter took over the MD position in the interim.
Reporting to Hunter, Lima’s responsibilities include heading the practice’s business development, overall strategic direction, and day-to-day management. He oversees two people.
Previously, Lima served as the practice’s senior counselor for 10 years, providing clients with strategic and creative counsel, community and media relations, and research capabilities. His prior responsibilities are being folded into his new position.
The VP role was created to help the firm create a strategy for clients so they can understand that the Hispanic population in the US is not "monolithic," Lima said.
"Although the Mexican population here in the US is the majority, you also have South Americans and Central Americans living here," he explained. "I was selected as VP to raise awareness of these differences we have in the US Hispanic community, also including the Brazilian community."
On behalf of Lagrant, Lima has worked with clients such as Harley-Davidson Motor Company, Zimmer, LA Care Health Plan, Community Health Councils, Robert Wood Johnson Foundation, and The Foundation of Health Coverage Education.
Prior to Lagrant, Lima assisted with sales and reservations at the Charter at Beaver Creek in Avon, Colorado. He also previously served for nine years as customer service director for United Airlines in Brazil’s Sao Paulo International Airport.
Additionally, Lima is the editorial director of Afro-Brazilian.com, a website that targets African Americans and Afro-Brazilians.
In March, Lagrant launched POLISH (political, opportunity, leverage, influence, strategy, and honesty), a new division focused on positioning women to serve in senior staff positions in political and governmental offices.