Our approach is inclusive, and our experience extends from mainstream to diverse and multicultural audiences. Our team is experienced in developing creative strategies that drive results. Learn more about our commitment and our team.
We work in every sector, from corporations to nonprofits and everything in between. We specialize in multicultural marketing and serve our clients by developing a strategy and creating compelling content for target audiences.
Our experience includes planning and implementing community engagement programs, marketing research projects, and strategic communication campaigns locally and nationally, as well as developing marketing strategies to help reposition and rebrand programs, businesses and nonprofit organizations.
Bad Bunny at the Apple Music Super Bowl LX Halftime Show (PopCrave/X) The first months
As we enter into President Donald Trump’s second term, there are many questions surrounding the
2909 Bryant Ave S, Suite 301
Minneapolis, MN 55408
612-729-5900
Expertise:
Alfredo Martel is the Managing Director of Agency Operations at NewPublica, where he ensures that the firm’s people, resources, and processes are aligned toward delivering on its client promise with excellence and reliability. Working alongside the senior leadership team and CEO, he drives strategic planning, organizational effectiveness, and the development of leadership competencies across the firm. He also represents NewPublica to prospective clients, conducting deep listening sessions to understand their needs and identify how the firm can best serve them.
Alfredo’s expertise spans strategic management, brand management, enterprise operating systems, service quality assurance, leadership coaching, and organizational design. That breadth reflects a career spent leading at the highest levels across multiple industries and geographies. He has served as Chief Marketing Officer, Chief Operations Officer, and Chief Executive Officer in both domestic and international contexts, with experience spanning advertising, consumer packaged goods, wholesale food and commodity distribution, food and beverage operations, private equity business turnaround, and strategic management consulting.
What distinguishes Alfredo’s approach is his ability to help leadership teams think strategically while remaining operationally grounded. He brings the same discipline and rigor to internal firm operations as he does to client-facing work, creating the conditions for sustained, high-quality performance across the organization.
Alfredo holds a BS in Communications from Cornell University, an MBA in Strategic Management from the Carroll School of Management at Boston College, and an Executive Leadership Certificate from Cornell University. He is a Hogan Assessment Certified Consultant and an EOS-Traction Practitioner.
Expertise: Hamza is a results-oriented accounting professional with broad experience in a deadline‑driven environment. He has a proven track record in consistently and effectively delivering accounting services that enhance the company’s purpose and profitability. At NewPublica, Hamza demonstrates his experience in reconciliations, AP/AR, reporting, P&L analysis, and the management of general accounting functions.
Professional Work: Kaah Express, Jones Lang La Salle
Expertise: Orion loves people and languages. He is fluent in English, Spanish, French, and German and knows words and phrases in multiple other languages. His unique ability to retain and understand languages is unmatched. At NewPublica, Orion helps review and edit articles for Latino Communications Network publications. He is focused, engaged, and loves working and collaborating with others!
Professional Work: Latino Economic Development Center (LEDC), Kaposia.
Expertise: Sandra Rodriguez is a Multicultural Media Buyer at NewPublica, where she identifies and purchases advertising space across platforms with a singular focus: reaching diverse communities in ways that are culturally relevant, linguistically appropriate, and strategically effective. Her work ensures that every campaign placement reflects a deep understanding of the audiences it is designed to serve.
Sandra specializes in allocating advertising budgets to maximize reach and resonance across diverse demographic groups. She leverages her expertise in cultural nuances, language preferences, and media consumption habits to identify, negotiate, and place ads in in-language media, including television and ethnic digital platforms. The result is campaign performance optimized for genuine cultural relevance and community impact.
Her client work spans nonprofit, for-profit, government, and public affairs sectors, giving her a broad perspective on how different organizations communicate with and within essential communities. Sandra understands that effective multicultural media buying is a discipline that requires ongoing attentiveness to how communities consume media and what messages earn their trust.
Sandra’s background in administrative support and clinical coordination speaks to her organizational precision and her ability to manage complex, detail-driven work across multiple stakeholders. Those skills translate directly into the focused, methodical approach she brings to media planning and buying at NewPublica.
Outside of work, Sandra enjoys spending time with her family and unwinding with a good book at the beach.
Professional Work: Latino Communications Network, Pamela Coleman Office of Eurology, Justo Gonzalez Office of Eurology.
Expertise: Marian Sanchez is the Event Manager at NewPublica, where she brings over two decades of experience producing high-impact events that connect people with culture, community, and brands in meaningful ways. She oversees the creation, planning, and execution of events for a wide range of clients, and also serves as editor of NewPublica’s virtual Minnesota Hispanic Directory, a resource providing essential services and information to Spanish-speaking communities across the state.
Marian’s event portfolio speaks for itself. She has produced landmark events including Taco Tour on Lake Street, Minneapolis Cinco de Mayo, and the Lake Street Festival, each drawing tens of thousands of attendees. Her work spans galas, conferences, festivals, fashion shows, and cultural celebrations, executed both locally and internationally, with a consistent focus on experiences that leave lasting impressions.
Her work is deeply rooted in essential communities. Marian has developed platforms for emerging designers from Peru, Mexico, and Colombia, bringing the richness of Latin American culture to broader audiences and building bridges across communities. She has led community empowerment initiatives supporting women and older adults through workshops, fairs, and events, and served as General Manager of Latino Communications Network, where she built experience at the intersection of media, communications, and community engagement.
Marian studied Law at Universidad de San Martín de Porres in Peru, and has built a distinguished career grounded in more than twenty years of practical expertise in event production, marketing, communications, and community work.
Outside of work, Marian channels her passion for culture and connection into traveling the world and designing personalized private tours to Peru, staying inspired by the places and people that continue to shape her work.
Professional Work: Utku LLC, Latino Communications Network, Gente de Minnesota
Expertise: Luis Moreno operates at the intersection of strategy, culture, and communication — and has spent nearly two decades proving what’s possible when all three align. A seasoned Strategic Communications and Public Engagement Consultant, Luis has built his career across seven Fortune 500 companies, earning a reputation as a trusted advisor who delivers clarity in complexity and results that last.
His expertise is broad by design. From brand development and reputation management to crisis communications and multicultural intelligence, Luis brings a 360-degree command of the communications landscape. He has guided corporations, nonprofits, and government agencies across healthcare, financial services, consumer products, food and beverage, and technology — meeting each client with a strategy as unique as their challenge.
Central to Luis’s practice is a deep fluency in essential communities. Fully bilingual in English and Spanish, he crafts engagement strategies that are culturally intelligent, community-centered, and built to resonate.
Before joining the firm, Luis held progressive leadership roles across manufacturing, financial services, education, and consumer products, leading large cross-functional teams and driving talent development at scale. That corporate depth is the foundation of his practical, outcomes-driven approach.
Luis holds a BBA in Design, Marketing, and Advertising, an MBA in Marketing and Strategy from the Carlson School of Management at the University of Minnesota, and is a Public Policy Fellow from the Humphrey School of Public Affairs. He also serves as Adjunct Faculty at the University of Minnesota across undergraduate and executive education programs.
Outside of work, Luis enjoys traveling, exploring global cuisines, and spending time with his family and their dog.
Professional Work: Cummins Engine, Ecolab, General Mills, Land O’Lakes, GE
Expertise: Carmen Monserrate is the Vice President of People and Operations at NewPublica, where she oversees the internal engine that keeps the firm running at its best. From contracting and invoicing to employee recruitment, retention, and performance, Carmen ensures that NewPublica’s people, processes, and policies are positioned to deliver on the firm’s client promise with consistency and excellence.
Her client work spans government and nonprofit sectors, with a broader industry background that includes healthcare, financial services, education, environmental health, manufacturing, and technology. That range reflects a career built on adaptability and operational command across diverse and complex environments.
Before joining NewPublica, Carmen spent over two decades in corporate sales, operations, marketing, executive recruiting, and manufacturing and product supply chain at a Fortune 500 company. That depth of experience gives her a command of organizational systems and business operations that is both practical and strategic, and positions her as a steady, trusted leader within the firm.
Carmen holds a BS in Mathematics and a double MS in Industrial Engineering and Operations Research from Penn State University. She is a certified Executive Recruiter and a graduate of the Elevate Hennepin HR Next program, credentials that reflect both her technical rigor and her commitment to developing people and organizations.
Outside of work, Carmen tutors Math at the high school and middle school level and teaches part time at Exploration High School in North Minneapolis. She is also an avid traveler and outdoor enthusiast, most at home biking, hiking, or finding any reason to be in nature.
Professional Work: Xerox Corporation, Patrice & Associates Hospitality Recruiting
Expertise:
Alberto Monserrate is the Co-Founder and CEO of NewPublica, where he leads the firm and works directly with clients on crisis and reputation management, media relations, and public affairs. With twelve years at the helm of NewPublica and a career built on high-stakes communications work, Alberto is the advisor that organizational leaders turn to when the pressure is on.
He works closely with CEOs and senior communications and marketing leaders at businesses and nonprofits, bringing a direct, strategic perspective to the challenges that matter most. His counsel is grounded in real-world experience and a deep understanding of what it takes to protect and advance an organization’s reputation in complex environments.
Alberto’s roots in media and community give him a perspective few communications professionals can match. Before founding NewPublica, he co-founded Latino Communications Network, where he oversaw three publications and two radio stations, building an influential media presence in essential communities across the region. That foundation continues to inform how he thinks about audience, narrative, and impact.
His public service record is equally distinguished. Alberto was elected to the Minneapolis School Board in 2010 and served as its chair for two years. He has served on the boards of the Minnesota Broadcasters Association, Minnesota Business Magazine, MinnPost, Sahan Journal, Citizens League, and Great Minnesota Schools, reflecting a sustained commitment to civic life and community leadership.
Alberto studied Sociology, Psychology, Political Science, and History at the University of Minnesota, a multidisciplinary background that shapes his nuanced approach to communications and public affairs.
Outside of work, Alberto is an avid international traveler who has explored much of Latin America, Europe, Southeast Asia, and the Middle East.
Professional Work: Radisson Hotels International, Ameriprise Financial, Wells Fargo Advisors, Latino Communications Network, Minnesota Senate
2909 Bryant Ave S, Suite 301
Minneapolis, MN 55408
612-729-5900
