José Luis Álvarez Arraiza

José Luis is an advertising executive based in Puerto Rico with over 40 years of experience in the communications industry. Throughout his career, he has collaborated with a wide range of brands across various sectors, including healthcare, consumer goods, and banking.

At Lopito, Ileana & Howie, Inc., José has held diverse roles spanning account services, alternative marketing (such as promotions and events), and executive management. His leadership has been instrumental in transforming the agency from a traditional one-stop shop into a dynamic, digital, and multidisciplinary firm, driven by innovation and strategic transformation.

In his role as a board member and Director of Latin America, José is responsible for keeping agencies across the region informed about emerging opportunities, fostering the network's core values, and guiding prospective clients through the agency’s processes. He acts as a key liaison, ensuring effective communication and collaboration among agencies to meet client needs efficiently.

He also conducts in-depth market research to identify and evaluate potential areas for growth, and plays an active role in recruiting new agencies that align with the network’s vision. Through these efforts, he helps expand and strengthen the organization’s service offerings throughout Latin America.

José’s focus remains on cultivating strategic partnerships and ensuring that the network’s integrated services continue to evolve to meet the demands of a rapidly changing market.