CEO and President
Ms. Rico joined Lexicon as Director of Research and Development in 1995. Principal projects overseen by her department included developing and launching Disney's World of English, and designing and bringing to market the new edition of Inglés sin Barreras. Ms. Rico was promoted to Chief Operating Officer in 2000. As Chief Operating Officer, her major areas of responsibility encompassed product development, sales and marketing, as well as order processing and inventory management. She has been the Chief Executive Officer and President of Lexicon Marketing since 2004. Prior to joining Lexicon, Ms. Rico was Marketing & Sales Director of Elico, Inc., a jewelry wholesale company, where she was responsible for developing and growing US accounts, with a specific focus on the US Hispanic market. In her native Spain, Ms. Rico worked for Barclays Bank as a Marketing Assistant Manager, where she helped implement plans to introduce Barclays' financial products to the Spanish market. Ms. Rico is a graduate of the Universidad Complutense de Madrid, with a degree in Law.
Chief Financial Officer
Mr. Ro joined Lexicon as Vice President and Controller in March 2003 and was promoted to Chief Financial Officer in December 2006. Prior to joining Lexicon, Mr. Ro served as Vice President of Finance at Somera Communications, Inc., a publicly traded telecommunications equipment provider. At Somera, Mr. Ro directed the financial management of the company during a period of growth from $73 million to $221 million in revenues. Prior to Somera, Mr. Ro held senior finance positions with Vivitar Corporation, a $125 million camera equipment provider and Positive Response Television, a $60 million direct marketing company. Mr. Ro also served as a senior accountant at Deloitte & Touche LLP, where he earned his CPA license. Mr. Ro holds B.A. degrees in Economics and Psychology from UCLA and an M.B.A. from the UCLA Anderson School of Management.
Rosa N. Hernandez
Vice President of Operations and Human Resources
Ms. Hernandez joined Lexicon in 2007 bringing over 20 years of human resources and organization development experience to our team. Prior to joining Lexicon, Ms. Hernandez worked in the profit and non-profit sectors as both a consultant and an employee. Ms. Hernandez has extensive international experience working in Latin America, China, and Canada. She has been responsible for integrating newly acquired ventures and assisting employees through the transition. Ms. Hernandez was the Vice President of Human Resources at Dearden’s, a retail chain catering to Latin Americans, the Senior Vice President of Human Resources for the YMCA of Orange County, and the Vice President of Operations for a First Data Corporation subsidiary, Orlandi Valuta - a Mexican money transfer business. Ms. Hernandez also spent 14 years in the hospitality industry working as Director of Human Resources. Ms. Hernandez received her Masters of Science in Organization Development from Pepperdine University.
Jorge Azpiazu Beristain
Studio Creative Director
Mr. Azpiazu joined Lexicon in 1997 as Creative Director. Prior to joining Lexicon, he founded and served as President of Spanish Research and Marketing, and provided political consulting to the legislature of the Mexican state of Nayarit and to the Mexican House of Representatives. Before moving to the United States, Mr. Azpiazu completed two years of military service in his native Argentina. In addition to his current responsibilities at Lexicon, Mr. Azpiazu continues to act as a political consultant and political speechwriter for the Treasurer of the U.S. Department of Justice.
Ms. Tantalean joined Lexicon in July of 1983. She is charged with the creation of media strategies and the execution of targeted campaigns. Before joining Lexicon, Ms. Tantalean worked for Peru's El Comercio, a major South American newspaper. She also held a managerial position with an advertising agency, and worked for the Univision Network. Ms. Tantalean completed her B.A. degree in at the Universidad del Pacífico in Lima, Peru.
Marcia Tula joined Lexicon in 1993 as a telemarketer. Since then, Ms. Tula has worked in sales and account reactivations, and served as the Disney’s World of English product manager. In 1999, Ms. Tula became the Inglés sin Barreras Regional Manager. She currently manages the Los Angeles and Tijuana ISB sales offices.
Director of Financial Planning & Analysis
Mr. Westrup joined Lexicon in April 2005. Since then, Mr. Westrup has worked closely with many departments driving financially oriented analyses developing performance improvement strategies in the areas of media, marketing, collections, and sales operations. Prior to joining Lexicon, Mr. Westrup worked as a Corporate Banking and Customer Relationship Manager for Grupo Financiero BBVA Bancomer in Monterrey, Mexico where he performed financial analyses of large multinational corporations and managed a corporate loan and services portfolio worth in excess of $400 million. Mr. Westrup holds a B.S. degree in Mechanical Engineering from I.T.E.S.M. and a Masters in Finance from E.G.A.D.E., both in Monterrey, Mexico. He also holds and M.B.A from the UCLA Anderson School of Management.
Director of Information Technology
Mr. Ianni joined Lexicon in 2009 as Director of Information Technology bringing over 22 years of experience and a solid background in the IT field. Prior to joining Lexicon, Mr. Ianni, directed technology management at Leaders Merchant Services, a leading corporation in the credit card processing industry. He also directed all technology management initiatives for Sigue Corporation, a multimillion-dollar company dedicated to money transfers to Latin America. Mr. Ianni studied Computer Science and Business Administration in his native Argentina where he also acquired experience in information technology, operations and finance.
Director of Business Development & Communications
Ms. Small joined Lexicon in 2005 to lead Lexicon Bilingual Resources, the company’s corporate and government sales division. Since then, her areas of responsibility expanded to include fostering strategic partnerships that diversify Lexicon’s product lines; and integrated communications including sales, marketing, product development, branding, and advertising. She also manages Lexicon’s media and public relations efforts developing increased visibility in the non-Hispanic market. Prior to joining Lexicon, Ms. Small was the Sr. Manager of Business Development for the Steele Foundation and the Sr. Account Executive for U.S. government and Latin American sales at Accelrys, Inc. In Brazil, Ms. Small worked in government intelligence at the Financial Intelligence Unit of the Ministries of Finance and at the Center for Strategic Studies, a think tank of the Ministry of Defense, and Science and Technology. Ms. Small has a B.A. in International Relations and Diplomacy from Schiller International University in Germany, an M.B.A. in Foreign Commerce and Exchange from Fundação Getúlio Vargas in Brazil and a Certificate in Public Relations from UCLA. Ms. Small is also certified in Private International Arbitration.