Marcela is the Chief Information & Marketing Officer for the Hispanic Scholarship Fund (HSF). She is responsible for setting and executing the non-profit’s nationwide technology, social media and digital marketing strategy. Her charter is to align HSF’s vision and mission to enable a college education for every Hispanic household. By virtue of technology, Marcela works to drive the broad-based acquisition of individual donors and ignite stakeholder engagement via relevant media channels, two-way marketing and analytics with current scholars, prospective applicants, alumni and parents while continuing to provide value for HSF’s fortune 500 corporate sponsors.
Prior to joining HSF, Marcela held the role of Vice President and Divisional CIO for Sony Pictures Home Entertainment, a multi-billion dollar division of Sony Pictures Entertainment. She oversaw the Global Information Technology strategy and direction that supported and enabled the Home Entertainment business operations, including sales, marketing, manufacturing, distribution, business intelligence, finance and digital functions.
Marcela has more than 20 years of experience in the entertainment industry, having held various management and leadership roles in accounting, customer service, sales, operations, and IT. Her rich experience in tactical execution, management processes, and strategic planning has allowed her to helm many strategic initiatives, company projects, startups, and departments. Marcela's strategic vision, aligning business and IT, and integrating business processes with technology, provided the direction for Sony's Home Entertainment, as it does the IT strategy at HSF. Her vision is to evolve an integrated and collaborative Technology and Marketing Team to provide innovative methods of adopting and adapting technology toward the attainment of HSF’s strategic initiatives. With a tight IT/business alignment approach in place, Marcela was able to provide high value and quality delivery across the worldwide SPHE division through continuous improvement and use of "best of the best" practices, which will be critical in her new role at HSF.
Marcela holds a Bachelor's degree in Business Administration with an emphasis in International Business from Loyola Marymount University, and a Masters degree in Business Administration in Information Systems and Operations Management from the University of Southern California. She serves as the Corporate Council Chair for the Los Angeles Unified Preschool (LAUP), a non-profit organization that helps expand early childhood education programs for families that could not otherwise afford them. She was also very active in Sony’s corporate diversity and inclusion program, SPECTRUM, and served as the executive sponsor of the Latinos Unidos EBRG. Marcela has been a board member of the LMU Latino Alumni Association since 2010. She also serves as President for the all-volunteer board of the non-profit California Hispanic Corporate Council (CHCCLI), is a 2010 Fellow and board member, and serves as Secretary of the National Hispana Leadership Institute (NHLI). She has three happy and healthy young adult children, Alex, Nikki, and Robert, and lives with her husband, Dan, in Los Angeles.
My favorite quote is by Gandhi: “Be the change you wish to see in the world.” I strive to live this mantra every single day, especially at HSF. – Marcela