Rosalina Cardenas, President, Cardenas Strategy Group
Rosalina Cardenas has become one of the nation’s leading experts in the power and complexities of the Latino electorate and how to speak to it effectively. For over 15 years, Rosalina has been involved at all levels in helping educational, advocacy and political campaigns understand how best to win the hearts, minds, and votes of Latinos across the U.S.
Rosalina’s 360° approach to developing effective strategic marketing campaigns includes deep knowledge and understanding of market and voter demographics, broadcast and digital media analysis, cross-platform campaign design, total-concept value-added, content development, and paid media solutions, messaging and production.
Cardenas began her political career in 2000 at KMEX-TV, the flagship station of the Univision network. Responding to the increasing growth of the Hispanic electorate, she founded one of the first Latina-owned political strategy firms in 2002 and has lead Hispanic targeted campaigns on local, statewide and national levels ever since.
Ahead of the 2012 Presidential elections and seeing a disconnect in the marketplace, Rosalina took a leave from consulting to help Spanish-language media better understand the electoral process and the subtleties and nuances of dealing with campaigns and their candidates, strategists, and media buyers. She returned to Univision Communications, Inc. to help build its new political team, joining Univision as Vice President Political, Advocacy & Government through the 2014 midterm elections.
Immediately following the midterms, Rosalina returned to her core mission of empowering America’s Latino community through education, issue advocacy and political empowerment with the launch of an important new force in American politics – Cardenas Strategy Group. CSG represents a bold new chapter in the career of a passionate leader in the charge to grow and empower America’s Latino electorate.
Rosalina earned her bachelor’s degree from California State University Los Angeles and her MBA from the Graziadio School of Business and Management. Her post-graduate work includes the Executive Program in Public Policy at the Kennedy School of Government at Harvard University and the Management and Leadership Development Program at the Center for Creative Leadership.
Rosalina makes her home in the Los Angeles area with her husband and their three children.