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alma, the Miami-based ungeneral agency, announces the appointment of Angela Rodriguez as managing director. 

Angela has a long history with the agency, serving as a valued account supervisor, strategist, leader, and cultural touchstone of alma for more than 16 years. Most recently she served as the agency’s head of strategy, where she drove strategy for key clients like Pepsi, Coors Light and McDonalds, as well as led new business pitches and developed alma’s consulting offering.  

The appointment is one of the latest at the top of the award-winning agency, following Jorge Murillo’s recent elevation to co-chief creative officer in December last year.

A thought leader in consumer insights and trends, Angela has played an instrumental role in alma’s growth. In her new role, she will oversee the agency’s brand, strategy, comms and growth teams, as well as continue to build on the agency’s recently evolved positioning as the ungeneral agency - a move that updates alma’s market position to better reflect the ground breaking work it continues to do in a new, more diverse marketplace.

“Angela has been an integral part of alma’s success, not just as a strategic leader, but as a visionary thinker who understands the evolving needs of today’s marketplace,” said Isaac Mizarahi, CEO, alma and COO, DDB North America. “At alma, we’re committed to empowering our people. As managing director, I have no doubt that Angela will lead both our teams and clients with the same passion and purpose that has defined her career.” 

Jorge Becerra will assume Angela’s previous role of VP, head of strategy. He brings over 15 years of strategic experience working with American and Latin American brands during stints at DDB Columbia and Sancho BBDO, and in 2024 was selected at the Ad Age Creativity Awards as Strategist of the Year. 

"As managing director, I look forward to helping steer alma's journey and continue championing its message of authenticity and specificity. We have always recognised and celebrated shifts in culture and advertising, and that will absolutely continue with my elevation to managing director and Jorge Becerra's to head of strategy, a role I know he's enthusiastic to take over. I'm excited to continue working at an agency that is always evolving, embraces the ungeneral approach to connecting brands with modern consumers, and wants to inspire a new generation of creative and strategic rigor."

Angela and Jorge begin their new roles immediately.