Alex Rodriguez is president and CEO of DCG Public Affairs, a division of Diversity Consulting Group, a firm that he started in 1995. Involved in marketing since the mid 1980s, Alex has earned a reputation as one of the industry’s top strategic minds in regard to Latino outreach. Throughout his career he has counseled many of the nation’s top organizations, including adidas, AT&T, Caltrans, D. R. Horton, Sears, DirecTV, Coca-Cola, Oldsmobile, the United States Department of the Interior, AFLAC, Sprint PCS, and many others. His areas of expertise include Hispanic marketing, public relations and public affairs. Over the years he has counseled numerous clients on developing marketing, communications strategies and diversity initiatives.
Alex has been involved in numerous product launches, including the introduction of Rogaine into the U.S. Hispanic market, the launch of Sprint PCS in South Florida and New York, and the launch of Blue Casa Communications, a competitive local exchange carrier in Santa Barbara County. Prior to starting his own business Alex spent close to four years at the nationally acclaimed Hispanic Business Magazine as Director of the Strategic Services Group, the company’s special events division.
Alex is chairman of the California Latino Business Institute, a think tank created to educate policymakers and decision makers on issues of importance to Hispanic businesses in California. Alex was recently elected Vice President of the La Cumbre Mutual Water Company board of directors and served as Secretary of the California Hispanic Chambers of Commerce for four years. He is past chairman of the Santa Barbara Hispanic Chamber of Commerce, and former Treasurer of the National Association of Latino Independent Producers. In 1999 Alex participated in the Rainbow Coalition’s Wall Street Project Task Force on Employment, as well as President Clinton’s Initiative on Race. Alex was appointed by California Governor Arnold Schwarzenegger to the board of directors of the 19th District Agricultural Association in January 2006 and reappointed in 2008. In 2012 Governor Jerry Brown reappointed Alex to his third term. Upon the recommendation of Gov. Brown Alex was appointed by President Barack Obama to the Selective Service System’s Local Draft Board.
Alex studied at the University of California at Santa Barbara where he majored in Film Studies, received a Bachelor of Arts degree from Antioch University in Business Management and earned an Executive MBA Certificate from Dartmouth University’s Tuck School of Business in Minority Enterprise Development. A native of Calexico, California, Alex resides in Santa Barbara with his wife and son.
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