MIAMI: Jorge Ortega has left his position as chairman of Burson-Marsteller's US Hispanic practice to assume the presidency of The Jeffrey Group.
Former president Jeffrey Sharlach, who founded the Miami-based full-service firm, has stepped into the role of chairman and CEO.
Ortega, a Miami native, said that he left Burson after 16 years because "I was ready to take on something that had a little bit more of an entrepreneurial slant."
The Jeffrey Group focuses on the US Hispanic market, as well as Central and South America, with offices in Argentina, Brazil, and Mexico. When Sharlach decided to ease out of running the firm's day-to-day operations, the spot opened up for Ortega.
"This role is ideal for someone with my background," Ortega said. "I've spent 20 years, both in the US and Latin America, working with blue-chip clients, as well, and now I have an opportunity to do it in the top position."
Jennifer Norton, director of worldwide marketing for Burson, said that the agency is currently searching for a replacement for Ortega, but has not selected one yet.
Sharlach will still be involved in counseling clients and in serving as the public face for the agency, said Ortega. He added that he intended to expand Jeffrey's US Hispanic business and to add more clients to the agency's roster from the Southeastern US.