From Audience to Advantage: Turn Cultural Intelligence Into Real Revenue

Fernando Alvarez is a Hispanic entrepreneur and the Co-Founder and CEO of Vaquero Advertising, a Dallas-based agency helping brands authentically connect with Latino audiences across the U.S. Born and raised in Querétaro, Mexico, Fernando began his career in 2010 by launching a media and advertising company, leading campaigns for major brands including Danone, Bonafont, Coca-Cola, and Subway, as well as government agencies in Mexico. He also founded City Life magazine, which remains in circulation today. After obtaining U.S. citizenship, Fernando moved to Dallas, where he became Hispanic Marketing Director at a U.S. agency. A year later, he co-founded Vaquero Advertising with Ben Randolph, driven by a mission to help American brands grow through meaningful cultural connections with the Hispanic market. Today, Fernando leads multicultural campaigns for brands including Jumex, Bobcat, and D’Gari, with work spanning influencer activations, digital storytelling, and culturally authentic campaigns. His work sits at the intersection of culture, creativity, and business, helping redefine Latino identity as a powerful and essential part of the future of the United States.