“Find yourself a passion in your life and you’ll never have to work again; that’s what I did, for I love my job, to me it’s not work, but a passion”. These are words from a Colombian who arrived in the U.S. at 14, Leo Arciniegas, who is charged with identifying for Verizon the ways into the hearts and minds of millions of Hispanics of the metropolitan area, which includes New Jersey. “My family came in search of the American Dream. They wanted more and better opportunities, a better future for me and my siblings, and we settled down in Chestnut Ridge; I went to the local university, in Rockland County”, points out Arciniegas, who got a scholarship as a football player for the school. Arciniegas, an avowed rugby buff, was able to join up the Saint John’s, Queens, squad on a sports scholarship and saw action in important matches in Europe, where he met Pope John Paul II, and visited Italy, England, Portugal and other countries.Being a rugby star was atop Arciniega’s agenda at that time.“But then I began to see things differently. Unfortunately, there were no million-dollar contracts from the MLS (Soccer Major League) like there are today, most players were in out of fascination for rugby”, explains Arciniegas, who later served an apprenticeship with the MetroStars, today’s New York’s Red Bulls. This young “man of business” from St. John’s class of 2002 was now focused on the workings of the marketing world, especially inside professional sports, and this totally changed his outlook. This Colombian who has not returned to his homeland since he first arrived here says he hasn’t done so because he feels he must get acquainted with other cultures. “I feel I know mine thoroughly, my roots; look, I just returned from Dominican Republic, I
left the hotel, went to the capital, I like to immerse myself, see how the people live; I wouldn’t just stay in Punta Cana or at the resorts. I made visits, saw people, learned more about the Dominicans. That’s what I do when I go to Tokio to visit my brother, when I go to other countries”. He was offered a position as coordinator of promotions, in direct contact with sponsors, and later promoted to hispanic marketing manager for the team. This was an opening, he goes on, that helped him learn more about other communities and nationalities. He joined ENG Entertainment, where he worked with Budweiser and set a record “by becoming the youngest promotions manager to get a full house (at a Madison Square Garden concert) at such an important venue”. Arciniegas eventually returned to Saint John’s University for master’s degree (MBA) in International Business. “I decided to go back to school and focus on my studies, aiming at a position in a big firm. That’s when I had the opportunity to work for Kraft Foods”, he reminds. This personal milestone was followed by an even bigger one. In August 2006, he started work for Verizon Wireless, which, he says, is one of the best 100 companies for Latinos. “I started as marketing manager for New York and New Jersey. I was struck by the diversity in Verizon Wireless. I got lots of opportunities for growth within the company”.

One of his major accomplishments, in just 12 months, is to have effected a rapprochement to the Latino community. He aims at bringing Latinos to acknowledge Verizon Wireless as the ‘best national network’, not only asking for support, but also providing opportunities. “We have a strong campaign going on for the recruitment of bilingual personnel for our 180 stores”. Salsa is his favorite music, especially by Marc Anthony, and his favorite food is barbacoa, or bbq. He considers himself a good example for those with no resources to get ahead, especially for his vision and determination, and the diversity of personal goals notwithstanding. To conclude his exclusive interview to DTM, Arciniegas made an appeal to young men and women to pursue their dreams and have in mind that they are attainable with determination and preparation. He stressed the importance of the advice he once got: “Find yourself a passion in your life and you’ll never have to work again”. And reaffirmed his appeal never to give up no matter what obstacles and challenges there may be.