President & Chief Executive Officer

• Oct 2021 - Present

Chief Operating Officer (COO)

• Nov 2015 - Nov 2021

As Chief Operating Officer, responsibilities surround all operational activities of the parent company, the Los Angeles City Employees Association, a $30M annual income organization that administers $2B of insurance in force with partnerships from MetLife, Unum, Manhattan Life, Petfirst, Aflac and Mercury Insurance, etc. All in accordance with policies, goals, and objectives established by the Chief Executive Officer and the Board of Directors. Leads and directs the following functions… Show more As Chief Operating Officer, responsibilities surround all operational activities of the parent company, the Los Angeles City Employees Association, a $30M annual income organization that administers $2B of insurance in force with partnerships from MetLife, Unum, Manhattan Life, Petfirst, Aflac and Mercury Insurance, etc. All in accordance with policies, goals, and objectives established by the Chief Executive Officer and the Board of Directors. Leads and directs the following functions and/or business units: budgeting and forecasting, operations, human resources, information and technology systems, new business coordination, claims administration, retail, sports programs, membership, marketing, insurance promotion and communication. Assist the CEO in the development of organization policies and goals that cover operations, personnel, financial performance and growth of the functions and business units. Working closely with the Chief Financial Officer preparing budgets and monitoring P&L.

Senior Vice President of Operations

• Jan 2012 - Nov 2015

With a $10 million operating budget, responsible for leading company-wide operations and collaborating cross-functional teams in Insurance, Marketing, Sports, Claims, Sales, Accounting, Human Resources, Retail and IT departments. Including the design and facilitation of programs, presentation of materials, vendor management and administration of the entire leadership and culture development processes. • Raised membership retention by 20% and revenue by to all time highs. Molded the… Show more With a $10 million operating budget, responsible for leading company-wide operations and collaborating cross-functional teams in Insurance, Marketing, Sports, Claims, Sales, Accounting, Human Resources, Retail and IT departments. Including the design and facilitation of programs, presentation of materials, vendor management and administration of the entire leadership and culture development processes. • Raised membership retention by 20% and revenue by to all time highs. Molded the business customer service model to its present world-class form. Focused on maximizing membership retention and profitability with the use of customer relationship management (CRM) strategies as it relates to customer lifetime engagement, journey and value. • Elevated member retention average from 7 years to 10 years. Expanded the affinity (loyalty and outreach) program to include regional, state and national B2B partnerships.Introduced marketing analytics and BIG DATA tools to identify optimal company-wide opportunities and innovative approaches across all channels - currently raising revenue by 20% since implementation. • Achieved 30% improved efficiency in the service value-chain at the retail store. Target markets include City of Los Angeles, Los Angeles Department of Water & Power (LADWP), County of Los Angeles and the Los Angeles Unified School District and State employees of California government. • Promoted to Chief Operating Officer (2015)

Head of Marketing & Communications

• Mar 2006 - Jan 2012

• Launched the first ever and historic Sports Department for City Employees of Los Angeles and was featured on the December 2011 edition of the Alive! Newspaper for the program. • Successfully negotiated discount programs with national and global firms such as AT&T, Office Depot, LA GALAXY Soccer, CHIVAS USA Soccer, AVIS Rent A Car and WallyPark and created persona called Discount King to market the discounts. • Founded the company-wide employee training program for insurance… Show more • Launched the first ever and historic Sports Department for City Employees of Los Angeles and was featured on the December 2011 edition of the Alive! Newspaper for the program. • Successfully negotiated discount programs with national and global firms such as AT&T, Office Depot, LA GALAXY Soccer, CHIVAS USA Soccer, AVIS Rent A Car and WallyPark and created persona called Discount King to market the discounts. • Founded the company-wide employee training program for insurance, benefits and services which resulted in the creation of the most talented Marketing and sales team that generated 2,000 new accounts in 2010. • Selected as managing editor, photojournalist, and author of the cooking column called Cooking with the Club and lead a team of newspaper staff that produced national recognition for the Alive! Newspaper. Recognized as celebrity Chef Larios. • Created framework to use pre-approved correspondence and MARKETING materials for target market. • Launched new insurance products with strategic campaigns that increased insurance sales by 25%, i.e., direct mail communications and digital Marketing that increased membership by 20%. • Named the official public relations spokesperson. • Promoted to SVP, Operations (2012)

Marketing & Sales Manager

• Aug 2002 - Feb 2006

• As the leader of the sales department that included field staff and call call center units, I implemented sales forecasting with the use of computer modeling to support sales growth objectives for the sales force, which was under my guidance, that equated to an increase of $500 million is insurance in force in 2002. • Initiated a sales department new employee training program that included insurance products from AIG, American General , US Life Insurance Company, Humana and… Show more • As the leader of the sales department that included field staff and call call center units, I implemented sales forecasting with the use of computer modeling to support sales growth objectives for the sales force, which was under my guidance, that equated to an increase of $500 million is insurance in force in 2002. • Initiated a sales department new employee training program that included insurance products from AIG, American General , US Life Insurance Company, Humana and UNUM. • Created the Operations Report that is still used at board meetings to illustrate performance data and metrics based from financial statements. • Promoted to Senior Director of Marketing & Communications (2006)

Marketing Coordinator

• Apr 1998 - Aug 2002

100% accountable for membership recruitment, marketing campaigns, and retention activities for the association bottom-line. Approximately 5,000 new and upgraded memberships were added. Designed yearly staff bonus plan as chairperson of the “compensation and benefits committee”, assessed applications and resumes for the employment of new staff and trained these new employees.Generated over 500 new contacts and supervisor relationships in the City of Los Angeles. This resulted in over $100,000 in… Show more 100% accountable for membership recruitment, marketing campaigns, and retention activities for the association bottom-line. Approximately 5,000 new and upgraded memberships were added. Designed yearly staff bonus plan as chairperson of the “compensation and benefits committee”, assessed applications and resumes for the employment of new staff and trained these new employees.Generated over 500 new contacts and supervisor relationships in the City of Los Angeles. This resulted in over $100,000 in new revenue from insurance sales. Delivered over 600 benefits presentations on group benefits that included life insurance, long term disability insurance and long term care insurance.Exemplary track record garnered the confidence of the Board of the Directors and the CEO to offer the promotion to Marketing & Sales Manager. • Promoted to Marketing & Sales Operations Manager (2002)

Marketing Coordinator

• Apr 1998 - Aug 2002

Indispensably accountable for membership recruitment, marketing campaigns, and retention activities for the association bottom-line. Approximately 5,000 new and upgraded memberships were added. Designed yearly staff bonus plan as chairperson of the “compensation and benefits committee”, assessed applications and resumes for the employment of new staff and trained these new employees.Generated over 500 new contacts and supervisor relationships in the City of Los Angeles. This resulted in over… Show more Indispensably accountable for membership recruitment, marketing campaigns, and retention activities for the association bottom-line. Approximately 5,000 new and upgraded memberships were added. Designed yearly staff bonus plan as chairperson of the “compensation and benefits committee”, assessed applications and resumes for the employment of new staff and trained these new employees.Generated over 500 new contacts and supervisor relationships in the City of Los Angeles. This resulted in over $100,000 in new revenue from insurance sales. Delivered over 600 benefits presentations on group benefits that included life insurance, long term disability insurance and long term care insurance.Exemplary track record garnered the confidence of the Board of the Directors and the CEO to offer the promotion to Marketing & Sales Manager. • Promoted to Marketing Operations Manager (2002) Show less Indispensably accountable for membership recruitment, marketing campaigns, and retention activities for the association bottom-line. Approximately 5,000 new and upgraded memberships were added. Designed yearly staff bonus plan as chairperson of the “compensation and benefits committee”, assessed applications and resumes for the employment of new staff and trained these new employees.Generated over 500 new contacts and supervisor relationships in the City of Los Angeles. This resulted in over… Show more Indispensably accountable for membership recruitment, marketing campaigns, and retention activities for the association bottom-line. Approximately 5,000 new and upgraded memberships were added. Designed yearly staff bonus plan as chairperson of the “compensation and benefits committee”, assessed applications and resumes for the employment of new staff and trained these new employees.Generated over 500 new contacts and supervisor relationships in the City of Los Angeles. This resulted in over $100,000 in new revenue from insurance sales. Delivered over 600 benefits presentations on group benefits that included life insurance, long term disability insurance and long term care insurance.Exemplary track record garnered the confidence of the Board of the Directors and the CEO to offer the promotion to Marketing & Sales Manager. • Promoted to Marketing Operations Manager (2002) Show less