With more than 20 years in the Sales & Marketing industry, Juana Guichardo has used her vast multicultural marketing, event management, sponsorship sales, PR, and promotions experience to build relationships with key tastemakers in advertising, digital, media, hospitality, music, film, sports and fashion.
Juana Guichardo began her career working in the hospitality industry in Catering & Special Events and Restaurant Management under the leadership of acclaimed restaurateurs; Jean- Georges Vongerichten and Lidia Bastianich. In 1997 she joined the Sales team at the SoHo Grand Hotel and worked directly with clients ranging from Disney, Adidas, L’Oreal to management for top entertainment and music industry talent like Sandra Bullock, Sharon Stone, Foo Fighters, and Jay Z. In 1999 Juana was hand-picked for the Opening Sales team for the Tribeca Grand Hotel while successfully positioning SoHo Grand Hotel simultaneously. She handled all the Special event bookings and logistics at the Tribeca Grand Hotel including: record releases, product launches, fashion shows, and movie screenings.
Using her resources in the media, fashion and entertainment industry, Juana made her foray into Event Planning and Entrepreneurship as Founder of Guichardo Event Marketing in 2002 – 2007. Her roster of clients included; Dewars, El Diario La Prensa, Heineken, Major League Baseball, New York Post, Nike, Presidente, The Weinstein Company, Volkswagen, Eddie Palmieri, and Don Omar. Juana provided event planning, fundraising and public relations services for multi-city product launches, fashion shows, album releases, live concerts, movie screenings, book launches, and executive events.
In late 2007, Juana’s Sales & Marketing experience and interest in the expanding Hispanic media market landed her an opportunity with ImpreMedia as National Integrated Business Manager. ImpreMedia is the leading Hispanic news and information company in the United States in print and online and the parent company of El Diario La Prensa, daily New York Spanish language newspaper. ImpreMedia newspapers and magazine publications are distributed in 15 key Hispanic markets, across 7 platforms. During her tenure at ImpreMedia Juana was responsible for cross-selling national and regional advertisements, mobile, digital, and social media campaigns into impreMedia newspaper assets (in Los Angeles, San Francisco, Chicago, Houston, Orlando/Tampa) and bi-monthly magazine, cross-country, multi-platform and their respective websites. Juana’s client roster included; AARP, Best Buy, Jet Blue, Kohl’s, Macy’s, Metro PCS, Verizon, Novartis, and Staples to name a few.
In 2007 Juana joined Time Inc. where she served as the inaugural Associate Director of Sponsorship Sales for People en Español. Juana was responsible for successfully driving sponsorship sales for Festival People en Español – the largest live consumer event serving the US Hispanic market. Under her leadership, Juana exponentially grew sponsorship and advertising revenue tied to the Festival across various platforms. She was also successful in working closely with the company’s world-class brands of advertisers such as Coca-Cola, Cover Girl, Disney, HBO Latino, Jeep, State Farm, and Target to develop and implement highly engaging, large scale activations.
Juana was born in the Dominican Republic and came to the United States when she was 2 years old. She grew up in Park Slope, Brooklyn and for the past 17 years has resided in the über cool and artsy neighborhood of Fort Greene, home to Brooklyn Academy of Music (BAM). Juana is an alumna of New York City College of Technology, where she graduated with a Bachelor of Science in Hospitality Management.