LOS ANGELES: VPE Tradigital Communications founding partner John Echeveste has stepped down from his role at the firm to become CEO of museum and cultural center LA Plaza de Cultura y Artes.
Patricia Pérez, managing partner of VPE, will continue to lead the agency. She will also take on Echeveste’s client work, including Disneyland and Verizon.
Pérez, who worked with Echeveste for more than 25 years, said it was "incredible" to work with him and help brands reach the Hispanic audience together.
She added that Echeveste "hired, promoted, and helped advance the careers of many Latinos in the industry." He was also one of the founders of the Hispanic Public Relations Association, she said.
"His commitment to communications is sincere and it really has been a driving force," said Pérez.
In his new role at the Los Angeles-based museum, Echeveste has the opportunity to combine his skills of leading a firm with his appreciation of culture and art, Pérez added.
Echeveste was not immediately available for comment.
From 2003 to 2004, Echeveste was president of the Public Relations Global Network, according to his biography on VPE’s website. He also previously served as a newspaper reporter, TV documentary writer, corporate communications officer, and a congressional aide and political campaign manager.
A representative from LA Plaza de Cultura y Artes was not immediately available for comment.