For over 20 years, as CEO of RL Public Relations + Marketing, Lissa has led best in class consumer communications and fostered strong relationships with Fortune 200 and 500 brands interested in reaching the Hispanic and General market through media relations, social influencers, events and activations, community relations and public affairs. This is due to the results-driven work ethic she infused into the company’s culture. Those results led to The Wall Street Journal featuring the agency’s groundbreaking bi-cultural teen campaign for the California Milk Processor Board (got milk?), legitimizing the importance of the Latino audience. In 2003, she opened a New York office and launched a sports marketing arm Sportivo, and in 2008 the progressive agency started offering its clients social
Over the years, Lissa has boasted a talented team of culturally diverse professionals and an impressive roster of long-term clients including Nike and the California Milk Processor Board (got milk?) clients for over 15 years; Domino’s, Procter & Gamble and Verizon Wireless, among many others.
With the evolution in public relations, she has led the agency to evolve by becoming part of the United Collective and launching ROX United, where she serves as President. The company offers new and expanded capabilities to reach various U.S. audiences including research and insights, content and production, experiential and activations,
influencer marketing and digital and social media services.
Roxana held senior roles at Manning Selvage & Lee where she headed various public affairs, corporate communications, and marketing initiatives for clients including Anheuser-Busch Companies, Kraft Foods and Coca-Cola. Previously, Roxana was Deputy Director of the Hispanic Communications Division for Hill & Knowlton, a leading international public relations firm with 88 offices across the globe.
A testament to Lissa’s relentless work ethic and commitment to success, her agency has been awarded numerous industry awards including several PRSA, HPRA, PR News, Effie and the PR Week’s 40 under 40 recognition.
Lissa is active on several boards including the Pink Lotus Foundation (dedicated to help disadvantaged women with breast cancer) and the Hispanic Public Relations Association (HPRA) to help advance Latino students in the communications field.
A native Argentine, Lissa earned her bachelor’s degree in public relations and marketing from Universidad Argentina de la Empresa where she graduated with honors.