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On Friday, Oct. 14, Crain’s New York Business, the Custom Studio division, celebrated outstanding Hispanic business leaders of New York City, at an awards luncheon at the New York Athletic Club on Central Park South. New York City’s Latino community has long contributed to the rich tapestry of multicultural life enjoyed by New Yorkers throughout our city. From entrepreneurs to visionaries, to tastemakers and executives; and from community leaders to health care pioneers, to “Latinos to watch,” we congratulate all of our finalists and winners once again. Felicitaciones!

Tanya Menendez, Co-founder and CMO of Maker’s Row, Crain’s Custom HEE Latinos to Watch Category Winner

Ramon Rodriguez, President and CEO of Wyckoff Heights Medical Center, Crain’s Custom HEE Healthcare Pioneer Category Winner

Marcos A. Rodriguez, Chairman and CEO, Palladium Equity Partners, Felix V. Matos Rodriguez, President, Queens College, City University of New York, Paloma Hernandez, CEO, Urban Health Plan, Richard Burke, Tanya Menendez, Co-Founder and CMO, Maker’s Row, Rosa Acosta

(standing l. to r.) Laz Benitez, Director of Public Information at New York Department of State, Jill Kaplan, V.P. and Publisher, Crain’s New York Business; Hector Batista, Executive Director, Big Brothers Big Sisters of New York City; Ramon Rodriguez, President and CEO, Wyckoff Heights Medical Center; and Nanette Cocero, Ph.D, Regional President Emerging Markets, Pfizer. (seated) Rossana Rosado, New York Secretary of State; Ira Zell, Sr. Director of Business Operations, Pfizer

Hector Batista, Executive Director of Big Brothers Big Sisters of NYC, Crain’s Custom HEE Community Leader Category Winner

Maria Hinojosa, President of The Futuro Media Group,Crain’s Custom HEE Visionary Category Winner

Phil Suarez, Restaurateur, Crain’s Custom HEE Entrepreneur Category Winner

Julio Portalatin, CEO and President of Mercer, Crain’s Custom HEE Executive Category Winner

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Michelle Pullaro, Chief Administrative Offi cer, Per Scholas, Inc.; Plinio Ayala, President and CEO, Per Scholas, Inc.; Paloma Hernandez, CEO, Urban Health Plan, and Rosa Acosta

Jill Kaplan, V.P. and Publisher, Crain’s New York Business being interviewed by Fernando Gomez from Telemundo 47

Milagros Cornejo, Michele Figueroa, Dori Rubin and Marc Thompson, representing Berkeley College

Lynette Pinto, VP of Marketing and Promotions, Telemundo 47; Gonzalo Del Fa, President, Group M Multicultural, Cristina Schwarz, President, GM of, Telemundo 47

Sierra Boepple, the narrative group, Kate Zaman, and Milagros Cueva, Pernod Ricard USA

Rossana Rosado, New York Secretary of State

Migali Martinez and Dr. Rosa Gil, Founder, President and CEO of Communilife

Luis Crespo accepts the award for Crain’s Custom HEE Tastemaker Category Winner, Lin-Manuel Miranda

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NEW YORK CITY’S LATINO COMMUNITY HAS LONG CONTRIBUTED to the rich tapestry of multicultural life enjoyed by New Yorkers throughout our great city. As we close this year’s Hispanic Heritage Month, Crain’s New York Business, through its custom division, launches its first Hispanic Executive and Entrepreneur Awards program to honor the exemplary work of leaders and pioneers throughout our community.

From entrepreneurs to visionaries, from tastemakers to executives, and from community leaders to health care pioneers, Crain’s Custom division has selected Hispanic leaders from a wide and impressive pool of candidates across the five boroughs. Not only do those we are honoring have distinguished careers where their talents are on full display, but they have also improved the lives of fellow New Yorkers through their achievements.

In these pages, you will hear from each winner. The finalists were so inspiring, we included snippets of our conversations with them on topics ranging from their leadership style, to career challenges and their personal tips to staying motivated.

We are proud to shine the spotlight on the leaders of this dynamic and important segment of New York, its Latino community, and applaud their impactful effect on the city.

By: Shirley J. Velasquez, Crain’s Custom Contributing Editor

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Why is the spirit of an amateur important as an entrepreneur? “Most of the companies we invest in are founder-owned businesses that were started in someone’s kitchen or garage. The entrepreneurs with whom we partner are selling their businesses, or majority stakes in their businesses, to us. I believe it’s important for us to have the humility to understand and to ap-preciate how they have built their busi-nesses, to understand their challenges, their hopes and fears, and to work with them as partners to continue to grow the businesses they built from scratch, and to which they have dedicated their lives. There can be no successful com-pany without the spirit, drive, and work ethic of a dedicated entrepreneur. We are very mindful of that fact.”

PHIL SUAREZENTREPRENEUR RESTAURATEUR

SUAREZ RESTAURANT GROUP

Before Phil Suarez became an internationally renowned restaurateur, he worked as a video producer in the glamorous world of advertising in 1970’s Manhattan. “There was a style about how things were done and a work ethic that was second to nobody else,” he said, “a world of creativity which was very exciting.”

But what he loved most was the “hospitality and intermingling with people, which was a natural progression from the world of Madison Avenue” to his next venture: the restaurant business. He opened his first eatery in Fire Island in 1976, and it be-came an instant success.

Few could have predicted, however, that Suarez would blossom into an interna-tionally recognized restaurateur. But a key collaboration with a French chef named Jean-Georges Vongerichten altered the trajectory of Suarez’s life. In 1991, they opened their first restaurant, JoJo, and set the blueprint for co-creating a world-wide restaurant empire.

The pair own more than 30 restaurants worldwide, including Spice Market, ABC Kitchen and Mercer Kitchen in New York City, and all of which offer Suarez’s trade-mark high-end restaurant experience mixed with less formal dining and the best in-gredients available. “I’m still striving for the best ingredients and finished product,” he said. “Ain’t no mountain high enough.”

What is a key lesson you’ve learned about the Hispanic market at your post?“That it pays to invest in our business and invest in the Hispanic market. We believe there is great potential in it for us at NBCUniversal. It is a transforma-tional time in our industry’s history. There are constantly new formats and platforms, and consumers are watching and interacting with content differently. Telemundo has played an important role as the most innovative media company in Spanish-language television today. We raised the bar in produc-tion quality and have helped evolve the scripted drama formats by successfully introducing new genres such as the Super Series, bio musicals, romantic comedies and serialized dramas to Hispanic audiences in the U.S.”

JULIO PORTALATINPRESIDENT AND CEO

MERCER

Sitting at the helm of one of the world’s leading consulting firms that special-izes in human resource issues, Julio Portalatin has a unique vantage point. Not only is he an expert in the day-to-day efforts of running a global business, he is also “at the epicenter of the changes and challenges facing today’s diverse workforce.”

From unwieldy bureaucracy that impairs communication, to creative man-agement of rising health care costs as workers’ lifespans increase, Portalatin finds solutions to help “organizations succeed with issues around their infra-structure, customers, and also develop a multigenerational workforce while they compete for new talent.”

Mercer has grown tremendously under Portalatin’s watch, according to the firm. He has expanded the business in emerging markets, broadened the firm’s investments to $115 billion in assets, and made strategic alliances for customer-support solutions. Portalatin’s push for key research on gender equality in the workforce will also have an impact beyond Mercer’s 20,000 employees and the companies for which he consults. “Human resources consulting is about ask-ing the right questions and then, through custom strategies that exceed best practices, making a positive difference for clients,” Portalatin said. “We’re truly making tomorrow, today. I can’t think of a more exciting task.”

NANETTE COCERO, PH.D.

REGIONAL PRESIDENT EMERGING MARKETS

PFIZERFINALIST

How do you create a cohesive, inter-national platform for your product?

“It is our responsibility and obliga-tion to bring our innovative medicines to as many patients as possible in emerging markets that need these medicines. To achieve this mission we need to answer the question of ‘How do we create winning moments with innovation in emerging markets?’ The foundation for this journey will be based on a strong culture centered on putting our patients first; where aspi-ration, pride, and making no excuses are at the core of our day-to-day mindset. The strength of a powerful culture brings colleagues together no matter where they are in the world and allows us to have a cohesive and unified sense of belonging and pride, which results in a very engaged, com-mitted, high-performing team.”

CESAR CONDECHAIRMAN

NBCUNIVERSAL INTERNATIONAL GROUP

NBCUNIVERSAL TELEMUNDO ENTERPRISES

FINALIST

What is the best piece of advice you can share with other professionals looking to start their own business?“To never give up. To fight and persist. If something doesn’t work, reinvent your approach. Be curious to learn. Be ready to reinvent. I’ve reinvented myself: from leading within a global company to creating my own woman-owned, independent ad agency. Moving from a worldwide network of resources to become an independent pushes you and your partners to be more unique in vision, ingenuity, nimbleness and spontaneity. You learn to be singular. The real advantage of the independent, though, is that you can - and have to – stay away from the cookie cutter model. If you can face all the risks and challenges with this spirit, including the economic chal-lenges, you can come out a winner.”

MARCOS A. RODRIGUEZCHAIRMAN AND CEO

PALLADIUM EQUITY PARTNERSFINALIST

DAISY EXPÓSITO-ULLACHAIRMAN / CEO

D EXPÓSITO & PARTNERSFINALIST

WINNER

WINNER

// ENTREPRENEURS

// EXECUTIVES

© 2016 Pfizer Inc. All Rights Reserved.

CAN YOU SPOT THE 12 YEARS OF

RELENTLESS

SCIENTIFIC

INNOVATION?

NEXT TO THE

MINTY MOUTHWASH.

ON THE TOP SHELF,IT’S THERE,

It takes an average of 1,600 scientists

12 years to bring one Pfizer medicine to

life. That’s a lot of collective brainpower

dedicated to fi nding medicines that

improve lives.

Scientists and patients are one part of

a medicine’s journey. Get the full story

at Pfizer.com/discover.

Driven to discover the cure

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© 2016 Pfizer Inc. All Rights Reserved.

CAN YOU SPOT THE 12 YEARS OF

RELENTLESS

SCIENTIFIC

INNOVATION?

NEXT TO THE

MINTY MOUTHWASH.

ON THE TOP SHELF,IT’S THERE,

It takes an average of 1,600 scientists

12 years to bring one Pfizer medicine to

life. That’s a lot of collective brainpower

dedicated to fi nding medicines that

improve lives.

Scientists and patients are one part of

a medicine’s journey. Get the full story

at Pfizer.com/discover.

Driven to discover the cure

FINAL CRAINS REV 3.indd 3 10/13/16 6:58 PM

HECTOR BATISTA EXECUTIVE DIRECTOR

BIG BROTHERS BIG SISTERS OF NEW YORK CITY

Though Hector Batista was excited to be the first Latino leading Big Brothers Big Sisters when he arrived in 2011, he had inherited a nonprofit that was not fully aligned with its own founding mission. “The organization was caught up in its rich history, but it hadn’t caught up with time.”

Using a common sense approach to problem-solving, Batista created a strategic growth plan that helped BBBS enhance educational skills for the 2,700 children and their families across the city’s five boroughs, and hire the right staff.

Four years after implementing his plan, Batista is seeing changes. A full 97% of BBBS kids are graduating to the next grade. Expansion of key programs, such as the education initiative, “offer academic enrichment programs including college-readiness and computer-tutoring workshops.”

Batista is so committed to helping the children, 75% of whom come from single-parent households, that he even works the phones himself on a weekly basis to ask donors for higher pledges. His favorite part, however, is meeting the Bigs and Littles to hear directly from them how things are working, or not.

That was how Batista found out that the number one request Littles were asking Bigs, was for help navigating the education system. Batista responded with an edu-cational handbook to provide resources in one place. “I’m in awe of these amazing young people who make a commitment to having an impact on a young person.”

When implementing your vast marketing experience with your vision for GroupM, why was it important to think like an amateur?“When we created GroupM Multi-cultural, we relocated many of our people across various agencies, teams and locations. Keeping them motivated and making them feel part of the multicultural team was a challenge. The solution was two-fold. Lots of workshops, team-building meetings and one-on-one conver-sations were one part of the solu-tion. Being their trusted adviser and representing their voices loudly and clearly, both internally and externally, was the other. In a world driven by the bottom line, having the courage to try things out and to always believe that everything is possible, is refresh-ing. You need to have that amateur spirit, challenge the status quo, and always look for what is next.”

MARIA HINOJOSAAWARD-WINNING JOURNALIST AND FOUNDER,

FUTURO MEDIA GROUP

When Maria Hinojosa, an award-winning investigative journalist and producer, jumped from CNN to NOW on PBS, a smaller program, in 2005, she experienced “major culture shock.” “It was scary leaving a worldwide company to work for a small organization,” she told Crain’s.

But it also turned out to be the “best thing,” she said. Not only did Hinojosa learn to craft long-form television production and how to raise money to make shows, but she also burnished her reputation as a talented reporter who produces compassion-ate reports featuring alternative voices and story angles.

Then in 2010, Hinojosa founded Futuro Media Group, a nonprofit multimedia production company. From her office in Harlem, Hinojosa creates multimedia con-tent for video and podcasts “for the new American mainstream in the service of empowering people to navigate an increasingly diverse and connected world.”

While FMG gave her a voice as an independent journalist and entrepreneur, it was also a platform where other diverse journalists have flourished, producing media of national consequence with Harlem as a backdrop. “My team is dedicated to bring-ing authenticity and integrity to our work,” she said, “but also making sure we are representing a very different kind of perspective on what’s happening in our world.”

SERGIO FERNÁNDEZ DE CÓRDOVA

CO-FOUNDER AND CHAIRMANPVBLIC FOUNDATION

FINALIST

What career challenge are you most grateful for and why?“The challenge is executing daily, pursuing the impossible and making it possible. Every day is a new journey in developing strategic partnership work with a collective vision greater than any one of us. I am most grateful for having built a lifetime of partner-ships and blessed for having teams around me that are crazy enough to see, believe and trust me to execute. Having the vision is one thing; having the resources to execute is another thing. And having the team to see them through is the Holy Grail. That’s why I am thankful every day for hav-ing surrounded myself with incredible people.”

GONZALO DEL FAPRESIDENT

GROUP M MULTICULTURALFINALIST

What is your favorite part of the job? “I often get emails from our graduates providing updates on where their ca-reers have gone. Almost every email begins with a “thank you” for the Per Scholas experience and then contin-ues to say that they have progressed quickly in their job and are excited about their future. These emails are what I live for at Per Scholas because I know that our impact goes beyond the graduate and will have positive change in the lives of their loved ones and the community they are a part of. We are making a huge difference.”

PLINIO AYALAPRESIDENT AND CEOPER SCHOLAS, INC.

FINALIST

WINNER

WINNER

// VISIONARIES

// COMMUNITY LEADERS

What professional experiences can you draw on as your most rewarding?“Serving in the Cabinet of the Gov-ernor of Puerto Rico (2004-2008) gave me great professional growth in an area that was not entirely my expertise; it allowed me to man-age complex public-policy issues. Starting your college presidency facing repeated budget cuts is not the easiest way to make a good first impression on your students, faculty and staff. However, education is the field of endless possibilities for those with unrestrained curiosity and passion for life-long learning. I know that I am contributing to mak-ing the American Dream possible for thousands of students and their families.”

FELIX V. MATOS RODRIGUEZ

PRESIDENTQUEENS COLLEGE,

CITY UNIVERSITY OF NEW YORKFINALIST

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Hispanic Executive and Entrepreneur Awards.Congratulations to the honorees of the

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What career challenge are you most grateful for and why?“The hardest challenge has been unlearning the success we’ve had in the past to focus on what needs to be done for the future. For years, online media was all about driving traffic and increasing page views, compa-nies chasing scale for scale’s sake. What we have found in the past few years is that it’s not always as simple as just driving the numbers up. At Slate, with now 20 years of publishing under our belt, we’re constantly be-ing forced to figure out how to break the mold and stray from the obvi-ous. There’s more to success than pure scale. Our current challenge is to focus more on improving the experience for our existing readers by building loyalty instead of just at-tracting clicks. It’s been a success so far and a great learning experience in terms of what makes an impact.”

TANYA MENENDEZCO-FOUNDER AND CMO

MAKER’S ROW

Ever since the third grade, Tanya Menendez longed to start her own business. And when a friend invited her to join his fledgling leather-goods company, Menendez took a risk and left her tony Goldman Sachs position to become an entrepreneur. “There was never going to be a perfect time to quit.”

Soon Menendez confronted the reality faced by many makers in the United States: an outdated sourcing process. So she came up with the idea to create Maker’s Row, an online platform to connect entrepreneurs and designers with American manufacturers. She tapped into her background in automation and efficiency creation within corporate organizations. Since then, the company has had over 100K businesses using the plat-form.

Maker’s Row wasn’t the first to solve sourcing issues for companies, but they were the first to focus on design and the needs of designers, according to Menendez. “I was very new to the design space when I first started Maker’s Row, but that was an advantage for me,” she said. “I had a fresh perspective and my goal was to increase efficiency and ef-ficacy within the entrepreneurial space.”

On a local level, Maker’s Row is helping small businesses flourish and scale, but on a national level, the online nature of the company gives the manufacturing industry an opportunity to compete globally. “We’re democratizing entrepreneurship. There’s nothing more satisfying than meeting someone that has made their idea come to real-ity because of Maker’s Row.”

What’s the best piece of advice someone has ever given you? “Set goals, write them down, and stick to them until they are accomplished. Don’t ever give up on them, otherwise they’ll never happen. You have to persevere and keep working on them, regardless of how hard it seems. You have to really believe you can make it happen and never quit. The challenge to grow the organization was a signifi-cant one that can’t be underestimated. We started out as a small community-based organization, a small private practice in the South Bronx. We could have stayed that way, but we didn’t. Over time, we have grown into one of the largest federally qualified health centers in New York State and have been nationally recognized for our work. We have become a respected player in the health care industry. That didn’t happen overnight. We evolved over several decades.”

RAMON RODRIGUEZPRESIDENT AND CHIEF EXECUTIVE OFFICER

WYCOFF HEIGHTS MEDICAL CENTER

When Ramon Rodriguez arrived at Wycoff Heights Medical Center in Bushwick, Brooklyn in 2012, things were in disarray. Many in the community thought the hospi-tal would close. In Albany, some elected officials advocated for a merger between the medical center and two other hospitals in the area that were also financially stressed.

For the institution to survive, quick changes needed to be made. Rodriguez started by opening personal lines of communication with each level of staff and instituting town-hall meetings. “These meetings enabled me to learn firsthand about what was working and what needed to be improved,” he said. His goal was to keep a “begin-ner’s mind” by asking simple questions that allowed him to understand the root of the problem.

Though Rodriguez is making progress in restructuring the hospital, unpopular moves, like budget cuts, sometimes put him at odds with board members and officials in Albany who pressed for the merger. Undaunted, Rodriguez guided his board in an-other direction and entered into an affiliation arrangement with Northwell Health Medical in 2015 that will allow Wycoff to improve its financial situation independent-ly. Said Rodriguez “At Wyckoff, we are looking at everything with a fresh lens to solve problems so that we can improve our capacity to serve our customers.”

DR. ROSA M. GIL, DSWPRESIDENT AND CEO

COMUNILIFEFINALIST

What is the best lesson you’ve learned in your current role at Cominulife?“That housing is a powerful social determinant of health. Zip codes are a stronger predictor of health outcomes than genetics, as reported by researchers at the Robert Wood Johnson Foundation. Comunilife provides over 1,600 affordable and supportive housing units for our most vulnerable homeless Latinos and other underserved persons living with HIV/ AIDS, mental illness and other chronic illnesses. We have created a short-term supportive Medical and Psychiatric Respite program, the first ever in the city, for medically–cleared hospital patients who lack appropriate housing in which to recuperate. We prevent unnecessary emergency room visits and hospital admissions and provide community-based behavioral health services that contribute to the transformation of the health and behavioral delivery system.”

PALOMA IZQUIERDO- HERNANDEZ

PRESIDENT AND CEOURBAN HEALTH PLAN, INC.

FINALIST

What is a distinctive feature of your company, We Believers?“It’s the opportunity of building the We Believers culture every day. Our name defines us. And we try to reflect that in every thing we do. The fact of strongly believing in what we do, how we think and how we work with our clients is what allows us to go beyond our limitations every time and do something that makes us feel proud. We are a small agency packed with senior people who really believe in our vision. We work hand in hand with our clients—not just for them. Our clients are part of the co-cre-ation process. They are involved from the beginning, and that’s why they become believers of the work, too. It’s all about conversations instead of presentations. And when the agency and the client really believe in the work, you may end up transforming consumers into believers of a brand.”

KEITH HERNANDEZPRESIDENT

THE SLATE GROUPFINALIST

GUSTAVO LAURIACO-FOUNDER AND CCO

WE BELIEVERSFINALIST

WINNER

WINNER

// HEALTHCARE PIONEERS

// LATINOS TO WATCH

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On breaking into the fashion business in a conversation with Bravo’s Andy Cohen.“I always knew I wanted to be in fashion…I went to F.I.T. and realized it was hard to be a designer and that I wanted to understand the business aspect of it. I did an internship with Marc Jacobs when he was at Perry Ellis and saw the other side of the business - dealing with the editors. I was packing the boxes that were going to Harper’s, Elle, and Vogue. I would see the editors, and I said ‘That’s what I want to do - I want to be an editor!’ It all fell into place in that internship. My suggestion to anyone looking for a career is to do as many internships as you can to see what’s out there.”

LIN-MANUEL MIRANDAPLAYWRIGHT, COMPOSER, ACTOR

In July 2007, after Lin-Manuel Miranda wrapped up the off-Broadway run of his musical hit, In the Heights, he took a much-needed vacation to Mexico. For the trip, Miranda picked up a copy of historian Ron Chernow’s tome, Hamilton, about the life and times of one of America’s Founding Fathers. Miranda immediately connected to the story of an immigrant man who used words and writing to make his way out of poor and difficult circumstances to emigrate to pre-revolutionary America in 1772.

Hamilton’s life, Miranda thought, lent itself well to the hip-hop genre. So he got to work, and by the summer of 2015 introduced his musical, Hamilton, to the world. Miranda hired a diverse cast, including Latino, African- and Asian-American actors to play the roles of Anglo historical figures.

Like Hamilton, Miranda dissects ideas through writing, but in Miranda’s case he also creates a prominent space in theatre for performers of color. “When we were casting In the Heights, the hardest role to cast was Latino men to play the dad,” said Miranda. Either, A. you’re Jimmy Smit, and you live in Hollywood, and you make a real living doing this. Or B. you’ve been cast as the cop or the gang member or the drug dealer so many times that you quit.

“The other day I was in a rehearsal room and a guy that age came up to me and told me, ‘Hey I played in the production of ‘In the Heights across the country this year.’ The fact that just by virtue of its existence, the play provides a living to that guy. That’s incredibly thrilling.”

ROSARIO DAWSONCO-FOUNDER AND CHAIRWOMAN

VOTO LATINOFINALIST

On her vision for building Voto Latino and uniting Latinos around the issue of voting. “In 2004, Voto Latino was simply an idea based on the state of our community as it was, but also as it could be. I envisioned reaching out to other people like me by leveraging the latest technology, media, social networks and high-profile artists to get them involved in the civic process. Plenty of people thought we were nuts. Social media and texting were in the early stages, [and] no one was talking about the Latino vote, let alone millennials; and we were reaching out to our audience in English. But we rolled the dice and—with the help of thousands of volunteers, partners and supporters—American Latinos heard the calling.” (Quote from Rosario Dawson on VotoLatino.org)

NINA GARCIACREATIVE DIRECTOR

MARIE CLAIREFINALIST

WINNER

// TASTEMAKERS

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