Team

Ralph E. Herrera
President and Cofounder

"We are the perfect springboard to the Hispanic market."

For over 25 years, Ralph has been communicating with Hispanics in ways that connect with their needs. He likes to say that he "was in Spanish language communications before Spanish language communications was in vogue" which is evident from his extensive experience in advertising, public relations and the broadcast industry. Prior to co-founding the Lanza Group, Ralph worked for Spanish language television broadcasters in several major markets, including Univision Television in Miami and Telemundo Television in Miami, San Juan, Puerto Rico, and San Francisco. He has also worked for Spanish language radio broadcasters Spanish Broadcasting System and Univision Radio National Sales.

Born in Havana, Cuba and raised in Miami, Florida Ralph has a deep understanding of the different Latino markets across the country, as well as extensive media connections throughout the U.S. All of this provides a strong Hispanic-focused foundation for the Lanza Group's work. He is active in the Atlanta community, serving as Vice Chairman of the Atlanta Work Force Development Agency Board of Directors, as well as a Mayor Shirley Franklin appointee to the Coretta Scott King Commission.

Arturo Samayoa
Vice President and Creative Director

"My Latino roots maintain a strong presence in my creative work."

Born and raised in San Salvador, El Salvador, Arturo immigrated to the United States in 1981. He is a graduate of San José State University, with degrees in both Visual Communications and Photography. Prior to launching the Lanza Group, Arturo was co-founder of San Francisco's Nimbus Design, where he worked on national accounts, including Abbott Laboratories, Clos du Bois Winery, E- Trade, Excite@Home, Juniper Networks, Michael Toschi International, and Sega of America.

Ken A. Pedraza
Chief of Staff

"We should acknowledge differences, we should greet differences, until difference makes no difference anymore."
-- Dr. Adela A. Allen

Ken was born in New York City and raised in Miami. His parents are both from Colombia. After high school, he enlisted into the Army and served in Germany, the first Gulf War, and Kansas. He then went to Florida State University and majored in International Affairs. While in college he held various positions of leadership as Vice President of Student Government Association, Supervisor of Elections, Model United Nations Leader, Legislative Liaison for Student Government Association for Florida District V, and Hispanic Association Assistant Director. He has also interned with Governor Lawton Chiles press office.

Ken leverages his experience in 10 years of sales and marketing and 5 years of advertising and promotions. As a first generation American, his experience has led him to see both sides of the coin when it comes to Hispanic issues. He has strong beliefs in his community and culture yet great ideas on how to unite both cultures. Now with Lanza he plans to help corporate America reach out to the Hispanic community and have them be all inclusive.

Maria Flores
Community Relations, Press Relations, Talent Manager and Translations

Maria Ines Flores was born in Monterrey, Mexico. While in Mexico, she graduated as a honors student at La Universidad Regiomontana with a degree in law. Maria also spent a year working at the Mexican Consulate in Dallas, TX. The last five years she has worked with Hispanic small businesses at Bank of America developing relationships with local and national Latino communities. Here at Lanza Group, Maria recruits and promotes potential talent for the different events throughout the year.

Yhon Esteban Sanchez
Media Relations, Office Manager, Volunteer Coordinator and Sporting Events

Yhon, a native of Medellin, Colombia immigrated to the United States in 1993. Yhon is very involved in the sports community in Atlanta, serving as Vice President of his soccer organization. He enjoys blending his Colombian heritage with American culture and learning more about the diverse community of Atlanta. Educated in Gwinnett County, Georgia, Yhon is an Executive Assistant with Lanza Group responsible for office administration and client coordination. His duties include coordinating special events including the Soccer Challenge and Fiesta Atlanta.

Caroline Elisabeth Peters

Caroline was born in Alexander City, AL. She is a graduate from Auburn University and has a degree in International Trade with a focus in Spanish. After moving from Alabama at a young age she grew up in Brazil, Texas, and Atlanta where she discovered her passion for Spanish as well as Hispanic culture. Prior to working with Lanza Group, Caroline has spent time in Spain, Argentina, Mexico, and Uruguay developing skills to better understand the International and local Hispanic markets.