Agency Staff

VIDA Communications
 President and Founder

Carlos G. Giron, former Director of Hispanic Communications with Major League Soccer, is an experienced, versatile and fully bilingual communications and marketing executive.  Carlos has worked in a variety of roles and in variety of industries. From Major League Soccer (MLS) to Verizon Wireless, Carlos has helped many of our country's top companies and most successful organizations.

Carlos Giron's sports column on Hispanic Market Weekly

As Director of Communications, his work for MLS resulted in more positive, richer and broader news media coverage for the League and in more robust integrated sponsoship packages for League sponsors, including Anheuser Busch, PepsiCo (Aquafina), Honda, Kellogg's and Panasonic. Mr. Giron’s expertise also includes managing sponsorships --sales, pricing, customization and activation-- on behalf of both property owners and sponsors.

In addition to sports marketing, Mr. Giron managed successful integrated marketing campaigns for Verizon Wireless resulting in unprecedented news media coverage for the company’s wireless communications services and community programs serving the needs and interests of U.S. Latino consumers.

"Deperately Seeking Latino Viewers" by Carlos Giron.

On the public affairs front, Mr. Giron successfully leveraged HopeLine, Verizon Wireless' domestic violence prevention program, to help generate more awareness about this social issue in the U.S. Latino community while simultaneously helping VZW achieve its public policy objectives. Due to his creativity and initiative, VZW now formally and systematically activates HopeLine as an important part of its multicultural marketing program.  He also served as Vice President for Fleishman-Hillard, Inc. in Washington, D.C. helping to manage public affairs accounts.

As an independent practitioner, Mr. Giron had the privilege of serving many distinguished clients including Time Warner Cable, EURO RSCG Latino, St. Jude Chidrens' Research Hospital, Harrah's Entertainment, and the reelection campaign of New York City Mayor Michael Bloomberg. 

"Rolling Stone magazine rocks to a Latin beat" by Carlos Giron.

Mr. Giron is a former sports editor and writer for The Jersey Journal, a news daily based in Jersey City, New Jersey. His reports and articles have also appeared in various other publications, including USA Today, New York Newsday, magazines, Internet outlets and wire news service agency AFP. He has covered MLB, NBA, NFL, professional boxing and other professional sporting events. In his spare time, Mr. Giron continues to produce sports journalism as a contributor for various news media outlets and for his own blog

As part of his varied professional sports activities, Mr. Giron: served in two FIFA Organizing Delegations as FIFA Media Officer: the 1999 U-17 World Cup (New Zealand) and the 2002 World Cup (Japan/Korea); worked as Spanish language radio analyst for New York Jets games; and participated as guest journalist commentator for HBO and Showtime boxing telecasts. 

Carlos Giron post on PRNewswire's official blog: Beyond PR.

VIDA Communications Staff of Professional Multicultural Communicators

Our team of communicators and support personnel include freelance journalists, PR and marketing professionals.

These professionals can handle any job, no matter how big or how small. Depending on client needs, we can quickly and seamlessly staff up to ensure the effective execution of any program.


Urban and Hispanic marketing news clips, reports and press releases.

VIDA Communications case study showcased on

USA Today: Fast-growing Hispanic market tough to tap. 

E-marketer: Hispanics over-index for smartphone usage.

Pew Research: Language use among Latinos.

Pew Internet: Hispanics over-index in usage of social media, specially Twitter.

  • What is Content Public Relations? Content PR infographic. Courtesy of PR Newswire.
  • WPP Group Chief Executive U.S. Hispanic "The New Mainstream" is a large and growing opportunity. 
  • Hispanic high school students' dropout rates plunge, college enrollment goes up.
  • The New Hispanic Media infographic.  
  • Five effective ways to Measure the Performance of a Content Marketing Program: 

    1. Awareness

    Improving brand or product awareness is a basic bottom line requirement. This will be evident through: Search engine results pages (SERP) ranking goes up. More first time visitors to the company website. More likes, follows, and retweets etc. in terms of social media metrics.

    2. Consumer reflection

    Attracting visitors to your site or social media page isn’t enough – you need to keep them there to carefully consider your product or brand. An effective strategy will generate a: Larger number of page views. Longer visitor duration. Reduction in bounce rate. Boost in social media metrics such as shares, better and more comments etc.

    3. Conversion – purchase or follow up

    The next stage is critical- driving actual sales and leads. Measure this by looking for: Increased conversion rates. Trends in sophisticated social media metrics such as referrals from social media sites. Patterns in terms of subscriber vs. non-subscriber activity.

    4. Satisfaction ratings

    To achieve optimum ongoing results you need to incorporate a review and improvement phase into the overall strategy. You can use: Consumer opinions gathered using customer feedback software. This will help improve the quality of the content delivered and refine targeting of this material. Delve deeper using focus groups and forums to assess the emotional resonance of the content being produced.

    5. Industry positioning

    Producing consistently high quality topic specific material can position your organisation as a source of thought leadership in your particular sector or industry. Assess this through: Media monitoring across all available platforms to identify press mentions of your content and business. Looking for patterns of higher volume web traffic, increased subscriptions and conversions.


    Carlos Giron's short bio:

    Carlos G Giron is a versatile, bilingual, and bicultural American public relations professional and journalist. The former Major League Soccer director of Hispanic communications owns and operates a boutique cross-cultural marketing agency in New York City dedicated to helping brands connect and enagage with the growing U.S. Hispanic community and with global-minded consumers, trend-setters and influencers in NYC, Los Angeles and other major metro areas in the U.S., Latin America and globally. For more information please visit: