PRESS RELEASE – HRCOC
Washington, DC — February 2 — The Hispanic Retail Chamber of Commerce (HRCOC) proudly announces the addition of Verónica Liévana as Strategic Partnerships & Sponsorships Lead, strengthening the organization’s leadership team as it continues to expand its role as a central platform for Hispanic retail, supermarkets, and growth-oriented businesses across the United States.
Verónica Liévana is a highly accomplished marketing and growth executive with more than 18 years of experience leading brand strategy, multicultural marketing, and business expansion initiatives for some of the most influential supermarket chains in the United States and Mexico. Her career reflects a rare ability to bridge culture and commerce, translating consumer insight into measurable traffic growth, increased sales, and long-term brand loyalty.
Throughout her career, Verónica has held senior leadership roles including Vice President of Marketing at Mi Super Mercado, Vice President of Marketing at El Rancho Supermercado, Head of Marketing at Grupo Chedraui, and Marketing Director at Walmart de México y Centroamérica. Her experience spans large-scale brand launches, digital transformation, in-store experience design, community engagement, and the management of multimillion-dollar marketing budgets with a strong focus on ROI and performance.
Among her career highlights, Verónica led the full brand creation and market launch of a rapidly expanding supermarket chain in the U.S., built one of the largest Hispanic supermarket communities on Facebook nationwide, redesigned digital and mass media strategies for more than 200 stores, and played a key role in iconic brand consolidations such as Bodega Aurrera’s “Mamá Lucha”, one of the most recognized retail brands in Mexico.
In her new role at HRCOC, Verónica will be responsible for developing strategic alliances, sponsorship frameworks, and high-impact partnerships that connect retailers, brands, institutions, and media platforms within the Chamber’s ecosystem. Her leadership will be instrumental in expanding collaboration opportunities across HRCOC’s key initiatives, including media, events, education, and business development platforms.
“Verónica brings a unique combination of strategic vision, execution discipline, and deep understanding of Hispanic retail,” said HRCOC leadership. “Her experience and leadership strengthen our ability to create meaningful partnerships that generate real value for our members, sponsors, and the broader retail community.”
Verónica Liévana is bilingual in English and Spanish and holds a Bachelor’s degree in Communication Sciences and a postgraduate specialization in Marketing from Universidad Anáhuac.
With this appointment, HRCOC reaffirms its commitment to professionalization, sustainable growth, and the creation of a strong, collaborative ecosystem that supports Hispanic retail leadership and innovation.
