How It All Started
If you had told me years ago that my career would take me from a radio studio in El Salvador to leading content operations for global media brands, I might not have believed you.
But that’s the thing about beginnings—you often don’t realize you’re in the middle of something life-changing until you look back.
That internship wasn’t just a stepping stone; it was the first time I understood the real power of voice, timing, and connection—and that behind every major broadcast, brand, or show, there’s a team of people making it all come to life.
I’m proud to say that I carry the heart of that experience with me into everything I do—whether leading major content launches at Telemundo, building international media partnerships at The Weather Channel, or founding Richie Deluna™, a purpose-driven apparel brand inspired by my grandfather’s legacy in aerospace innovation—a brand crafted for those who believe in pushing boundaries and reaching for their own version of the stars.
The Morning Show That Changed Everything
Pencho y Aida wasn’t just another radio morning show, it was the cultural heartbeat of El Salvador’s airwaves.
Every morning, the show brought humor, politics, music, and community together, blending entertainment with authentic connection.
When I joined their team as an intern, I wasn’t just running social media. I was trusted with real responsibilities that shaped how the audience engaged with the show:
- Managing and growing their emerging digital platforms
- Capturing behind-the-scenes moments and coordinating daily content
- Experiencing the intense, fast-paced rhythm of live production firsthand
But beyond the tasks, the real lesson was this:
I saw how storytelling in real time could spark loyalty, laughter, and even national conversations.
It was there, in that vibrant studio, that I first learned the true power of content to move people.
Lessons That Built My Career Foundation
Inside that studio at Torre Futura, I wasn’t just learning about media, I was learning about people, connection, and the rhythm of storytelling.
The lessons from that internship didn’t just stay in that room; they became the pillars that would guide my entire career:
- Agility is everything: Live media waits for no one. Thinking fast, adapting faster, and staying calm under pressure became second nature.
- Audience-first mindset: If the audience isn’t connecting, the content isn’t working. Every decision had to serve the listener, not the ego.
- Storytelling drives impact: Platforms evolve, formats change, but great stories always find a way to move people.
Those early lessons weren’t just important, they became my compass.
Long after the radio mics turned off, they shaped how I built teams, launched brands, and connected ideas across cultures.
Taking Salvadoran Roots Global
The skills and instincts I honed at Pencho y Aida followed me to every opportunity:
- Latin Interactive Group: Coordinating and executing social media content calendars for leading Salvadoran brands like Plaza Futura, Torre Futura, Caterpillar Central America, and The North Face Central America, learning how local storytelling meets brand identity at scale.
- Cheil Worldwide and VMLY&R: Launching digital campaigns for brands like Samsung Latin America and Coors Light U.S. Hispanic, blending culture with technology.
- IBM and The Weather Channel: Managing global partnerships, expanding media distribution across Europe, Asia, and North America, and generating $10M+ in revenue.
- Allen Media Group Company: Streamlining OTT content delivery and digital operations for a new generation of media platforms: Local Now, Sports.TV, theGrio.
- Telemundo Enterprises (NBCUniversal): Leading content operations for next-day VOD, Originals for Peacock, and the launch of the groundbreaking Tplus brand, building a stronger and more inclusive media future for Latino audiences.
At every stage, my Salvadoran foundation—the urgency, the creativity, and the deep passion for connection was my edge. It wasn’t just about moving content; it was about moving people.
The Power of Small Beginnings
It’s easy to glamorize the big milestones: the six-figure deals, the brand launches, the title changes.
But the real magic happens much earlier, when you show up, work hard, and allow yourself to be shaped by every small opportunity.
I’m proud to say that I carry the heart of that internship with me into every project today, whether it’s leading major content launches at Telemundo and Peacock, building international media partnerships at The Weather Channel, or founding Richie Deluna™, a purpose-driven apparel brand inspired by my grandfather’s legacy in aerospace innovation. Through Richie Deluna™, I honor that spirit of exploration and excellence, crafting premium SUPIMA® cotton apparel for professionals, creatives, and innovators who push boundaries and reach for their own version of the stars.
Because no matter how far you go, the best professionals never forget where they started.
And every great journey—whether into media, innovation, or the stars—starts with the courage to begin.
A Thank You to La Tribu
To the team at Pencho y Aida—now La Tribu—thank you.
Thank you for the trust, the lessons, the laughs, and the example you set about the power of authentic storytelling.
You didn’t just give me an internship.
You gave me a launchpad.
Final Thought: For Anyone Just Starting Out
If you’re early in your career—or thinking about taking a leap—remember this:
Every morning you show up, every project you say yes to, every relationship you build… it’s all moving you toward something greater.
Stay open. Stay agile. Tell your story.
Because your “small beginning” could be the start of something global.
If you’re looking for a strategic partner to build, launch, or scale your brand, connect with me here.
