ALPFA (pronounced “Alpha”), the nation’s established Latino professional organization, announced the selection of Julio Carbonell as its Chief Information Officer (CIO) and Lori Ruff as Chief Branding Officer (CBO). The two appointments follow ALPFA’s appointment earlier this month of Charles P. Garcia as its new Chief Executive Officer.

“The Board is thrilled that Charlie has led the identification and selection of two outstanding and seasoned professionals to the leadership team and the addition of Julio and Lori will continue to drive the organization to new heights and opportunities,” said ALPFA’s National Chairwoman Yvonne Garcia.

“I’m very excited for Julio and Lori to join my executive team. Julio is one of the best CIO’s in America and he’s very passionate about our mission of developing Latino men and women into leaders of character for our nation, in every sector of the American economy. And Lori is universally recognized as one of the top global branding and social media influencers, also deeply committed to our mission. Together, these two leaders will truly serve to deliver incredible value to our membership by leveraging technology and digital media,” said Mr. Garcia.

Mr. Carbonell has held senior positions with various organizations including 17 years with Major League Baseball where he became Vice President of Information Technology for the Office of the Commissioner (MLB), and most recently served as Senior Vice President and the first CIO of the American Society for the Prevention of Cruelty to Animals (ASPCA). He also held positions within Citicorp, National Westminster Bank, and the Irving Trust Company. Mr. Carbonell, who holds an accounting degree from the New York City College of Technology, serves on various advisory boards and is repeatedly recognized on the list of Most Influential Hispanics in Information Technology. He will serve as ALPFA’s first Chief Information Officer.

“I look forward to working with Charlie, Yvonne and the rest of ALPFA’s leadership and members to enhance professional opportunities for Latinos everywhere through better use of technology and information,” said Mr. Carbonell.

Lori Ruff, who will serve as Chief Branding Officer, is a widely recognized leader in the social media and branding field and is often referred to in the industry as the “LinkedIn Diva.” One of the most-connected women on LinkedIn, Forbes magazine has included her twice in their Top 50 Social Media Power Influencers’ list where she was ranked the #9 woman globally.  Previously, she founded Document Solutions of NC, a business support service, which grew to include training development and HR consulting for firms nationwide. Lori graduated summa cum laude with a BA in Political Science from Pfeiffer University, completed a Master’s Certificate in Leadership, and is currently working towards her MBA. She serves on various philanthropic boards.

“As an innovator, lifelong learner, and advocate for professional and personal development, I could not be more enthusiastic about joining ALPFA and working to advance its members’ interests.  I also look forward to applying my experience and knowledge to enhance and grow the ALPFA brand,” said Lori Ruff.

About ALPFA:
ALPFA (, a 42-year-old organization that began as an association of finance and accounting professionals, supports Latinos in all industries through its 41 chapters across the country and more than 100 student chapters at major colleges and universities. ALPFA’s mission is to create life-long professional opportunities for its 23,000 members and business partners through leadership development, networking, mentorship and community engagement.


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