40 Under 40 2020 | Jose “Pepe” Xicohtencatl, Tapiz Media Group, 38

40 Under 40 2020 | Jose “Pepe” Xicohtencatl, Tapiz Media Group, 38

Keeping a finger on the pulse of not just one, but two collective audiences is a skill at which Jose “Pepe” Xicohtencatl has excelled over the course of his career.

Specializing in technology, sports and entertainment public relations since 2007, Xicohtencatl seamlessly straddled dual cultures and languages to provide sound communications that cater to both English- and Spanish-speaking audiences.

Based in Los Angeles as director of PR and social media for Tapiz Media Group, Xicohtencatl leads the development of strategies for companies aiming to reach the growing U.S. Hispanic audience.

He has expanded Tapiz’s client roster, winning accounts with Auto Club Speedway in Fontana, California, and the Mexican national soccer team, among others. He was credited for Tapiz’s AOR win for Google’s U.S. Hispanic public relations for consumer, hardware and YouTube.

Under his guidance, his teams have also scored consumer campaigns for clients including Starbucks, Microsoft and Xbox and sports PR campaigns for MasterCard and Pepsi.

Prior to arriving at Tapiz in January 2016, Xicohtencatl worked at Edelman, Taylor Strategy and Meredith Xcelerated Marketing. His early interest in social media led to his role as manager of social engagement for Nestle’s products, including Nescafé, Abuelita and La Lechera.

Following his passion for space exploration, Xicohtencatl has, since 2019, been a NASA Jet Propulsion Laboratory Solar System Ambassador, a public engagement effort whose volunteers communicate NASA's space exploration missions and discoveries with the people in their communities.

His goal to empower the Hispanic community and drive interest in careers in STEM made him one of the leading voices in technology, with ongoing appearances on Univision, Telemundo and CNN en Español.

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