NEW YORK, NY -Lissette M. Rodriguez has resigned as Senior Vice President of DeVries Global to launch her own U.S. Hispanic PR agency Chic Influence. Based in New York City, the agency begins with two clients — Being Latino, one of the country’s top social media marketing companies targeting Hispanic millennials, and Celebrity Hairstylist and Makeup Artist Gabriel Samra. “Hispanics are leading the charge when it comes to spending power and influence, so let’s challenge the status quo and put U.S.
Hispanic consumers first when developing strategic marketing plans for our new diverse marketplace,” says Lissette M. Rodriguez, founder of Chic Influence. “We also want to bridge that gap with ‘general market’ media and have our clients featured beyond Hispanic media.” Rodriguez has more than 10 years of experience in the U.S. Hispanic market within the beauty, lifestyle, retail, finance, gaming, and non-profit industries. Prior to establishing Chic Influence, Rodriguez started DeVries multicultural practice. She has previously held positions at The Axis Agency and República. 
“Diverse audiences are becoming the influential trendsetters in the mainstream market place, yet there is a huge gap when it comes to seeing culturally-diverse experts, businesses and celebrities in those media outlets,” added Rodriguez. “There are amazing brands and personalities with Hispanic roots who are influencing mainstream consumers and deserve to be a part of the larger American media landscape.”