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HMC Board Member: Pete Lerma



Pete Lerma’s career started at a small agency in Wichita Falls, Texas, where he grew up and went to college. After four years of working on brands like Subway and Whataburger, Lerma joined Click Here, The Richards Group’s digital division in Dallas, in 1998. As principal for the agency, he led digital marketing for brands like Amstel Light, Fruit of the Loom, Hyundai, Patron tequila, and Expedia.

In 2009, Lerma took on a second job when he and Stan Richards decided to launch Richards/Lerma, an agency specializing in Hispanic marketing. With Richards/Lerma, Lerma has been able to bring his vision of the next-generation agency to life. Having grown up in digital and a firm believer in bravery, change and innovation, Lerma leads a team of 70 seasoned Hispanic marketing experts that make up Richards/Lerma with offices in Dallas and Mexico City. A few of the brands the agency leads include Avocados From Mexico, Dr Pepper, Metro by T-Mobile, The Home Depot and Southwest Airlines.

Lerma currently serves on the boards of the United Way of Metropolitan Dallas, Booker T. Washington High School for the Visual and Performing Arts, and Big Brothers & Big Sisters International. He also chairs the annual Latino fundraiser for St. Jude Children’s Research Hospital and serves on the Refugee Services Task Force for Catholic Charities.