Zandra Zuno Baermann

After nearly 30 years of leading marketing communications efforts and teams, I started ZW Consultancy with a particular passion for working with executives in the corporate and non-profit sectors, to offer thought-partnership and strategic counsel in marketing communications.

My lived experience as a woman of color in the industry has created a particular passion to also look for opportunities to advise female leaders and leaders of color.

Recent

Prior to ZW Consulting, I was Senior Vice President of Communications and Marketing for UnidosUS, the U.S.’s largest and oldest Latino civil rights and advocacy organization. It is a multi-issue non-profit organization with a 50+ year legacy of racial justice work and advocacy in the areas of education, civic engagement, economic empowerment, housing, health and immigration.

zandra zuno baermann

During my five-year tenure I served as strategic communications advisor to the CEO, was part of the senior leadership team, and managed 20 marketing communications professionals. Among the initiatives I led were:

  • The organization’s re-branding effort

  • The creation and oversight of various national awareness and advocacy campaigns, including a multimillion-dollar public health educational campaign around COVID-19 prevention and the vaccination that aimed to help the relief and recovery efforts of the Latino community.

  • Guiding the organization in a narrative change initiative that aimed to help address the inaccurate portrayal of Latinos in the United States. 

  • Transforming the marketing communications team and function

Mid

Prior to UnidosUS, I was executive vice president at Golin, a leading global marketing communications firm. I established and led the multicultural marketing practice and was responsible for strategies to engage with African American, Latino, and LGBT audiences. Over the years, I counseled clients as diverse as Kaiser Permanente, Nintendo of America, the United States Conference of Catholic Bishops (for the 2015 U.S. papal visit), Walmart, and Wells Fargo. I was also responsible for driving a national diversity and inclusion plan for Golin with the objective of developing a more inclusive workplace globally. In an earlier role, I served as marketing director at Golin, leading the agency’s first major global rebranding effort and its 50th Anniversary campaign.

Early

Prior to joining Golin, I was a senior consultant at Zimat Consultores, one of Mexico’s principal communications firms, leading the Gillette and KPMG accounts, as well as managing its Latin American network. Earliest in my career, I served as Press Manager for the Chicago Public Library.

Additional Details

I am a passionate supporter of civic and community issues, volunteering with several organizations throughout my career. In 2010, I was selected for PRWeek magazine’s “40 Under 40” list.  I hold a master’s in integrated marketing communications from Northwestern University and a bachelor’s in communications from Loyola University Chicago. I am fluent in English and Spanish.