Center for Hispanic Marketing Communication Confirms Three New Advisory Board Members

The Center for Hispanic Marketing Communication at Florida State University named Rafael Jaramillo from Emerson, Beth F. Tracy from IBM, and Isaac Muñoz from Southwest Airlines to the organization’s Advisory Board. The Center, which is part of part of the Florida State University College of Communication and Information, is dedicated to educating students and professionals in the field of U.S. Hispanic marketing and advertising.

Rafael Jaramillo earned his Masters degree in electric engineering from Oklahoma State university and he is the President of Emerson’s Commercial & Residential Solutions business in Latin America, based in Sunrise, Florida. In this role, he provides overall strategic leadership for sales growth, operational excellence, and financial control. Rafael is a leader who knows how to leverage his strategic agility, business acumen to achieve desired business results. He is experienced in leading initiatives in North America, Latin America, Europe and Asia.

“Emerson has been a long standing member to this Advisory Board and to me it is a privilege to continue along with other members to help enrich the students’ opportunities to learn and benchmark” said Mr. Jaramillo.

Rafael also contributes by dedicating time in Boards of Non for Profit organizations, such as Junior Achievement (Chihuahua and Houston) and Mexican Medical Mission (Hospital in the state of Chihuahua Mexico).

Beth F. Tracy serves as IBM Corporate Citizenship Territory Manager for Alabama, Florida, Indiana, Iowa, Kansas, Mississippi, Missouri, Oklahoma, Puerto Rico and the U.S. Virgin Islands. She actively facilitates IBM’s commitment to demonstrate its principle goal of being a great community partner by improving the society in which it functions.  She supports local, state and national community endeavors and provides extensive internal and external education and awareness of these initiatives, with intensified focus on three pillars to include education & skills, health and community resiliency. She continually strives to effectively build relationships and create solutions that leverage IBM resources, attract appropriate media attention and bring about desired and meaningful results. Throughout her territory, Beth integrates IBM business and innovative interests with global social and public policy issues, while being responsible to local and national needs, developing strong, quality relationships with key decision makers in their communities, existing IBM clients, elected and appointed government officials and to seed future IBM clients. Prior to nearly 18 years at IBM, Beth worked for the Texas Association for the Gifted and Talented; Universal Studios Florida marketing, sales, and promotions; Harcourt Brace Jovanovich, Inc. publishing company and Merrill Lynch.

“I am thrilled to be part of this dynamic board and look forward to personally and professionally engaging the experiences and expertise of IBM to help advance the mission of the Center,” Ms. Tracy said.

Isaac Muñoz, who holds a PhD from the University of Texas in Austin, is a Senior Business Consultant of Customer Intelligence at Southwest Airlines, where he supports Brand Management, Advertising, Marketing Strategy, Cross Channel Planning and Delivery, Community Outreach, International Expansion and Diversity & Inclusion. Isaac’s research has been published in multiple industry journals, books, and most recently a case study in the 3rd edition of Dr. Felipe Korzenny and Dr. Sindy Chapa’s book: Hispanic Marketing: A Cultural Perspective titled “Southwest Airlines Lands in Puerto Rico.”

“I have admired the work of The Center for many years and now it is an honor to help bring my experience and the support of Southwest Airlines to create more opportunities for students, faculty, and other professionals who share our passion and commitment to the U.S. Hispanic and the multicultural market,” said Dr. Muñoz.

IBM, Southwest Airlines, State Farm, Coca-Cola, Wells Fargo and Emerson are among several corporations whose executives sit on The Center’s Advisory Board. “We are privileged to have Beth, Isaac, and Rafael join our Advisory Board”, said Dr. Sindy Chapa, Director for The Center for Hispanic Marketing Communication and Professor of Multicultural Marketing at the University. “Rafael, Beth, and Isaac, along with our other prestigious board members will provide counsel to our faculty, mentor our students, and increase awareness of The Center’s mission to be the preeminent academic program focusing on training and developing professionals committed to Hispanic and cultural marketing.”

For more information on The Center for Hispanic Marketing Communication and the Endowment created in honor of The Center’s founder Dr. Felipe Korzenny, visit