WASHINGTON--(BUSINESS WIRE)--Building off a decade-plus of helping the most ambitious companies and organizations succeed by solving major regulatory and public affairs challenges, Tusk Strategies today announced the launch of a Latino engagement vertical to better assist clients in aligning their external strategies to reflect the impact of the Latino community’s rapidly growing political, social and economic influence.
Latinos in the U.S. make up nearly 20% of the country’s population, with purchasing power reaching $3.4 trillion in 2021. But many companies have yet to fully unlock critical opportunities with the Latino population or build key relationships, particularly with a growing number of elected officials.
Said Michelle Lujan Grisham, Governor of New Mexico, “New Mexico is home to the highest percentage of Hispanics of any state in the country, and I’m proud to represent my community and all New Mexicans as Governor. Our community is a force to be reckoned with as Hispanic political and purchasing power is projected to grow exponentially in the next 40 years. This initiative will give more Hispanics the opportunity to lead and ensure our voices are fully heard.”
Said Congressman Ritchie Torres (NY-15), “In my district and across the country, Latinos are not a monolith, but an amalgam of different cultures and backgrounds often with shared experiences that bind us together in this country. Companies have been slow to treat us with the nuance and respect that we deserve, and I’m thrilled to see new and impressive efforts taking steps to do just that. I welcome this development.”
Said Janet Murguía, President & CEO, UnidosUS, "UnidosUS is the largest Latino civil rights and advocacy organization in the country, working to open the door to opportunity by helping to eliminate the social, political and financial barriers that continue to affect our community today. I applaud Bernadette Carrillo and Cristóbal Alex's leadership in helping corporations and organizations understand that authentically engaging the Latino community is an indispensable component of our shared success."
Said Luis Ubiñas, Chairman of the Statue of Liberty-Ellis Island Foundation and former President of the Ford Foundation, “Engaging authentically with the Latino community is crucial for any organization that wishes to increase its political and economic capital as Latinos grow to 20% of the population and drive half the country’s economic growth. After working with Cristóbal at the Ford Foundation, I am confident that he will effectively lend his unparalleled expertise to help corporations and organizations understand and engage with our community. I commend Bernadette and Cristóbal for launching this important initiative.”
Said Dr. Ramon Tallaj, Founder of SOMOS Community Care, “I founded SOMOS Community Care because I saw how the needs of Latinos and other marginalized groups were minimized or ignored by traditional healthcare institutions. Tusk has been an invaluable partner in helping our organization grow and getting legislators to understand why community-based, culturally competent services are often the most effective way to reach and serve our community in health care and beyond.
Since 2014, I have worked with Cristóbal and his team to build a stronger Latino voice. I look forward to continuing this work and am thrilled to see Tusk launch this important initiative.”
Said Martin Cabrera, CEO and Founder of Cabrera Capital Markets and Cabrera Capital Partners, “The purchasing power of the Latino community has grown exponentially in the last few years, but many major financial, governmental and and other corporate institutions have yet to fully harness or even acknowledge the nascent potential of our community. When we invest in Latinos, we invest in the future of our country. I applaud Tusk Strategies for lending their expertise in legislative and regulatory campaigns with their cultural know-how for the benefit of our community.”
Said Roy Sosa, CEO and Co-Founder of Ouro, “My brother and I successfully built the largest Latino-founded financial services company because we sought to fill a critical need in a community where many people manage their money entirely with cash, and miss out on building credit and generational wealth for their families. The Tusk team, with Bernadette and Cristóbal at the helm, have been incredibly helpful in building out our external relations efforts and telling our story to critical stakeholders.
Based off the Tusk team’s deep experience in reaching and activating this diverse community, the firm is offering the following capabilities to existing and future clients to overcome challenges for reaching this demographic, including:
- Coalition mobilization and advocacy;
- Culturally-competent marketing and communications in English and Spanish;
- Sourcing Latino leadership for clients;
- Puerto Rico and Mexico business development; and
- Government procurement and contracting.
The Latino engagement team includes:
- Bernadette Carrillo, Managing Director. Currently leads Tusk’s CHIPS Act Practice. Previously served as Director of Intergovernmental Affairs to U.S. Secretary of Commerce Gina Raimondo as well as Agency Outreach and Appointments Lead for the Biden-Harris Presidential Transition Team where she assisted in the appointment of over 700 Latinos across the administration.
- Cristóbal Alex, Partner and Head of DC Office. Founding President of the Latino Victory Project. Previously White House Deputy Cabinet Secretary and Biden for President’s Senior Advisor.
- María Navarro Gallegos, Senior Associate. Previously led Spanish-language communications as a senior media strategist at Stu Loeser & Co., where she specialized in crisis and corporate communications for influential technology and political clients and their reputations in both New York and national media outlets.
- Maria Restrepo, Senior Associate. Previously Senior Associate Director for Staff Secretary for Vice President Kamala Harris. In 2020 she helped lead the mobilization of Colombian-American voters as a member of Colombianos con Biden.
- Anastasia Bergeron, Associate. Previously a reporter for Bloomberg News and Reorg Research, where she covered state and local finance. Currently Communications Chair at Latina Surge, a national nonprofit which advocates for the inclusion of women and women of color in business and society.
Tusk Strategies is led by CEO Chris Coffey, a Bloomberg administration alum and political affairs advisor to Fortune 500 c-suites. The firm was founded by venture capitalist, philanthropist and political strategist Bradley Tusk.
