Rico Paul Vallejos | Expertise Trifecta: Marketing + Culture + Language
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Rico Paul Vallejos | Expertise Trifecta: Marketing + Culture + Language |
Bilingual Writer: Marcom & PR
Working at the nexus of marketing, PR, and corporate communications, Rico brings fresh, outside perspectives on culture and language. He discovers, uncovers, and creates authentic and relevant concepts and communications.
Informed by sociolinguistics and cultural anthropology, Rico offers award-winning copywriting, translation, transcreation, and copyediting services. His work encompasses marketing assets and social media content, including ads, radio and video scripts, speeches, screenplays, presentation decks, press releases, and custom publications.
Rico is a multilingual professional with native fluency in English and Spanish, conversational ability in Portuguese, and basic knowledge of French, Italian, and Finnish.
He has work experience in England, Spain, France, the Netherlands, Portugal, Brazil, Argentina, Mexico, Puerto Rico, the United States, and most of South America. A dual citizen of the U.S. and Argentina, he is based in Wayzata (Twin Cities), MN.
Email Rico at rico@vallejos.net
Certified Translator
Rico is a Certified Translator (English-Spanish) by the American Translators Association. His translation practice includes legal, academic, and literary works, such as books and poetry. Also, advertising and marketing copy (transcreations).
His Certified Translation experience includes background checks, Apostilles, marriage and birth certificates, academic transcripts, and professional licenses and certifications.
He has translated and transcreated for brands such as Verizon, Coca-Cola, Target, Best Buy, Walmart, American Express, Radisson, American Family Insurance, US Bank, Olive Garden, Red Lobster, The Gap, Banana Republic, Old Navy, Regis Salons, Great Clips, Girls Scouts, Cargill, Toro, Lasik Vision Institute, BreatheRight, Neutrogena, Lupient Automotive Group, Thrivent, United Health Care, Optum, Fingerhut, Pearson, 3M, Hazelden, Starkey, Miracle Ear, Gold’n Plump, Land O’Lakes, Jostens, Rexona, Emerson, Disability Council, Tango Society, Origin, and several General Mills, Conagra, and Unilever brands.
Email Rico for a translation or transcreation quote: rico@vallejos.net
Presenter, Trainer, Facilitator, MC
"Many companies search for ways to increase cultural competency and employee engagement, but very few truly succeed. With [Rico’s] program, we nailed it."
-President, Healthcare privately held enterprise
On the Stage:
Speaker/Presenter
MC/Moderator
Behind the Scenes:
Speechwriter/Speech Coach
Group Facilitator
From Inspiration to Implementation
Whether presenting at a conference, facilitating a group discussion, or writing a speech, Rico delivers frameworks that translate inspiration into concrete steps.
Rooted in marketing, culture, and language, Rico brings fresh, relevant insights that challenge assumptions and spark new thinking.
From boardrooms to ballrooms, Rico delivers engaging keynotes and communications that blend cultural fluency, humor, and leadership insight, tailored to your organization's needs.
For help with your event, email Rico at rico@vallejos.net
Speaker Demo video (YouTube link): https://youtu.be/A6Z70hJK5dE
Conversational Spanish Coach
Rico established this Conversational Spanish Coaching service to assist Spanish learners, many of whom had studied with teachers and tutors for years, in becoming conversational in Spanish.
Using Natural Language Acquisition (NLA) techniques, such as Real-Life Scripts (written for the ear rather than the eye), daily immersion experiences, and comprehensible input, Rico will help you improve your diction, articulation, and rhythm. This will greatly enhance both your Spanish intelligibility and comprehension, both key to enjoying great conversations.
The experiences that equip him to serve as an effective Conversational Spanish Coach include over two decades of Neutral Spanish Accent Coaching in studio settings, as well as acting, public speaking, teaching Spanish, working as voice talent on many productions, and voice coaching native Spanish-speaking talents on even more audio, video, and broadcast productions.
Rico is Trustee Emeritus at Hamline University and served as Adjunct Instructor of Multicultural Communications at the Graduate School of Business of the University of St. Thomas (Master of International Management program).
Rico offers sessions for adults and for K-12 students (Spanish homework help) via SuperCoaches. See rates and booking options.
About Rico
Rico earned degrees with honors from Metropolitan State University and Lakewood College, and completed studies in cultural anthropology and leadership with Germany-based G.B.F.A. while in England and Spain, doing fieldwork in Latin America and the Caribbean. He is Trustee Emeritus at Hamline University and served as Adjunct Instructor of Multicultural Communications at the Graduate School of Business of the University of St. Thomas (Master of International Management program). He is a Certified Translator (ATA) and a NAHREP 10 Certified Trainer (Hispanic Wealth Project).
Professional Memberships
Active member of the National Association of Hispanic Journalists (NAHJ), Public Relations Society of America (PRSA), Advertising Federation of Minnesota (AdFed), American Advertising Federation, Toastmasters International, Círculo Creativo, American Translators Association (ATA), Latino Chamber of Commerce-MN, Finnish American Chamber of Commerce-MN, Wayzata West Metro Chamber of Commerce.
Community Involvement
2025 Landmarks of Excellence Awards Judge (Public Relations Society of America Bluegrass Chapter)
2025 Ñ Awards Judge (National Association of Hispanic Journalists)
Juror for Addys and Effies advertising awards (various years)
Current board service: Public Relations Society of America-Minnesota, Tri-Dynamics Toastmaster Club VP Public Relations. Editorial Advisory Boards: MARQ magazine (Star Tribune); La Prensa de Minnesota. Civic Studies Fellow, 2016-2017, Augsburg University. Founding member of the Board of Directors of the Hispanic Chamber of Commerce of Minnesota (2000-2006). Previous governance work/board service: Hamline University, Afton Historical Society Press, Teatro del Pueblo, The Push Institute, La Oportunidad, Marnita's Table, Minnesota Life College.
Awards
2023 Chamber Partner of the Year (Latino Chamber of Commerce MN)
2019 Multicultural Marketing Achievement Award
Silver Quill Award (International Association of Business Communicators)
ARC Silver Award (Midwest Direct Marketing Association)
Outstanding Achievement Award (Governor of the State of Minnesota)
Latino Marketing Award (DMA/ANA)
Minnesotanos Award (Minnesota Council on Latino Affairs, State of Minnesota)
Minority Business Award (Business Journal)
Languages and International Experience
Rico is a multilingual professional with fluency in English and Spanish, conversational ability in Portuguese, a working knowledge of French, and familiarity with Finnish and Biblical Hebrew.
His international work experience includes assignments in England, Spain, Portugal, the Netherlands, Belgium, Brazil, Mexico, the United States (including Puerto Rico), and most of South America.
A dual citizen of the U.S. and Argentina, he is based in Wayzata (Twin Cities), Minnesota.
As featured in Public Relations Society of America-Minnesota chapter for 2024 HISPANIC HERITAGE MONTH
Hispanic Heritage Month:
Rico Paul Vallejos
In celebration of Hispanic Heritage Month, Minnesota PRSA features Rico Paul Vallejos, president of RicoLatino LLC. Rico taught Multicultural Communications at the University of St. Thomas’ Master of International Management program, is a Trustee Emeritus at Hamline University, and regularly presents on intercultural topics. He studied sociolinguistics and cultural anthropology in England and Spain, doing fieldwork in the Caribbean and Latin America, and holds degrees with honors from Lakewood College and Metropolitan State University.
Tell us about your background and ethnicity.
I was born in Argentina, and my ethnicity is a generic “Mediterranean mutt” plus Sephardic Jewish ancestry. Today I identify as Latino American, which to me is different from Latin American or American Latino.
What life journey landed you in Minnesota?
Love. I married a Minnesota Finn, and during the years of our marriage, I spent a lot of time “up north,” learning a great deal about Scandinavian cultures through a Minnesota lens. Today, I can say that I lived in Lake Wobegon.
What does Hispanic Heritage Month mean to you?
It is an opportunity to learn about and celebrate Latin cultures. All of us can learn more, keeping in mind that we’re not a race but a very diverse ethnicity: We can be Native American, African, European, Asian, Jewish, or a combination of all of it.
Has your ethnicity affected your professional life?
Absolutely. A few years ago, I was primarily involved in international marketing (today, it’s mostly marketing communications and PR for the U.S.), and a client shared with me that some projects were being assigned to another group “because the person running that firm is European.” I had met this person and their relatively new practice, and I knew that I was doing a lot more work for Europe and had more and better-qualified talent than they did. However, my being Latin affected my credibility for that work.
Does this happen often?
Yes, today I do a lot of writing and copy editing in English, yet many still perceive me as a Spanish translator or copywriter (which I also am). I have developed a specialty in plain English and in inclusive English, yet the perception can be that I’m “the Spanish guy.”
Who is someone you admire from Latin history, and why?
I admire John Leguizamo for his efforts to educate our community and the public at large about Latin history. His one-man Broadway show, Latin History for Morons, was a big hit, and now you can see it in streaming services like Netflix. Today he’s doing a PBS show, American Historia. I also admire great thinkers and authors such as Ray Suarez, Marie Arana, Edward James Olmos, and Laura E. Gomez. These are contemporary people, and historical figures would include Octavio Paz and Eduardo Galeano.
Are there any myths and misunderstandings about your heritage that you would like to debunk?
Yes, and to simplify yet expand my answer, I offer three words that, once you fully understand them, will go a long way toward understanding the beautifully complex fabric of Latin cultures in the U.S.: Intersectionality, Ethnocentrism, and Paternalism. Look them up and watch TED talks and similar presentations on these topics.
What suggestions do you have for individuals who would like to gain a deeper understanding of Latin cultures?
I regularly present and lead training sessions on cultural issues, and in the process, I recommend many books, films, and television series that provide a great education on all things Latin. Here are some of them:
BOOKS: Marie Arana's LatinoLand, Ray Suarez's Latino Americans, and Edward James Olmos' Americanos: Latino Life in the United States (which is primarily a photo book with extensive captions).
FILM: Some classics are Stand and Deliver, El Norte, and Selena. There are many good recent ones, including Disney’s Encanto and Pixar’s Coco (both animated shows), and In the Heights, A Better Life and Under the Same Moon, just to name a few.
TV: Besides Leguizamo’s American Historia, I recommend these other PBS series: Latino Americans and Lights, Camera, Acción.
We noticed that you use Latin and not Latinx or Latine. Why?
I have a whole presentation on that; the short answer is that they might be fads. About 20 years ago, Latin@ was popular for about five minutes. Latinx is already divisive, and Latine may not be far behind. "Latin" works for me and many others in our communities, despite some objections that will always be present, regardless of the approach used.
Contact
Contact Rico using this form, or email rico@vallejos.net, or call/text/WhatsApp 503-819-7582. And connect with him on LinkedIn!