The NHCC continues to be corporate America's partner and resource on effectively maximizing the diversity and inclusion of Hispanic talent.
Senior Marketing Manager for - Global Brand Strategies
Participant in Classs of 2012
Lyris Leos is a results-driven marketing and sales professional with extensive experience
in both a Fortune 5 and Fortune 100 Company. She was hired and trained to manage key
account territories and quickly progressed through a distinguished career in customer
service, sales, operations, and marketing—both traditional and online.
She recently obtained her MBA from Southern Methodist University’s Cox School of
Business where she double-majored in Marketing: Product & Brand Management and
Finance. She earned her undergraduate degree in Finance from the University of Texas
at Austin where she honed her leadership skills as President and co-founding member of
the National Hispanic Business Association. While in college, she obtained several high
profile internships with Ford Motor Company and the Boeing Company. Today, she
remains an active member of the business association where she has served as a mentor
and corporate recruiter.
Beginning her career as a customer service representative with Ford Motor Company, she
worked on various marketing and sales initiatives and joined several company-sponsored
resource groups. Recognizing her talent, executives appointed her the youngest member
of the company’s Diversity Council. In it, she led self-directed teams all across the nation
and rolled out the first-ever divisional diversity training program. She was also to serve
She was rapidly promoted and continued to expand her marketing and leadership skills.
Soon after completing her MBA, she joined jcpenney as an online marketing manager.
An analytical person with a proven track record, she effectively managed various
marketing media budgets to produce top and bottom line results for jcp.com. A year later,
she was entrusted with planning and executing the marketing messaging for the
homepage of jcp.com—the hub of the brand. She recently assumed her newest role as Sr.
Marketing Manager for Family Footwear and Handbags. She oversees all customer
touchpoints including traditional and digital media promoting both store and .com
channels. Today, Lyris continues her commitment to Inclusion & Diversity by serving as
co-chair for the employee resource group, H.E.A.T—Hispanic Education & Awareness
Lyris resides in Frisco, TX where she enjoys spending time with her husband John and 2
daughters, 4-year old Lexi (a soccer star already!) and 1-year old Ariana (a little star in
The Leading with Authenticity Phase of the program truly exceeded all of my expectations. The
self-awareness and personal branding piece was significantly and meaningfully explored with the
reading materials directly supporting the interactive class discussion. I especially valued the
practical application that guest speaker David Gonzales offered us in terms of exactly how to
handle ourselves and respond to cultural influences that may arise in the workplace. Often, due to
cultural norms of power distance, Latino leaders may find themselves underserved and perhaps
impeded from executing against their fullest potential. David empowered us with effective
verbiage and modeled the behaviors that need accompany them in order for us to become the
insightful leaders that our organizations can most benefit from.
My key learning occurred in the leveraging culture module. While stakeholders are shaping their
perceptions about an emerging leader, they project their own cultural filters/perceived norms
directly onto that individual. One may take great care to craft a personal brand identity so that
others see them exactly how they want to be seen, and may be blissfully unaware that cultural
affiliation plays a role and infiltrates this process, consciously or not. To that end, I aim to further
explore and align with the concept of cross cultural competence –
the ability to discern and take into account one’s own view and other’s world views to seize
opportunities, make decisions, and resolve conflicts in ways that optimize cultural differences
for better, longer lasting, and more creative solutions.
The balance of classroom theory presented by Dr. Quiñones and practical application within our
working teams allowed me to embody these learnings in a safe setting before applying directly to
my business environment. Consciously aware of these new learnings, I am continuously
adapting to my environment while the company positions itself – and I with it – for long-term
Congratulations again on the successful launch of the 2011-2012 NHCC-SMU CEDP!