Juan F. Lezama, MBA

Mosaico Director

Juan manages Multicultural and Latin America-focused marketing and communication programs for clients across a variety of industries including food and beverage, financial, pharmaceutical, healthcare, real estate, technology, restaurant, publishing, non-profit, foreign governments, hair and beauty.

With an impressive roster of client experience, including Nestle Health Sciences Division, Foster Farms, Cracker Barrel Old Country, Tango, Xoom.com, The First American Corporation, The Autism Research Institute and The Pacific Companies, among others, Juan’s expertise and core capabilities in the multicultural market includes business consultancy, media relations, corporate social responsibility, advertising, crisis communications and issues management as well as serving as corporate spokesperson with Latino media. Under Juan’s direction, the division has been awarded the 2007 N. Calif. Silver Anvil Award by the Public Relations Society of America (PRSA.org) for client Foster Farms. Juan also led multicultural communications for the award-winning campaign “Pacific Companies: Doing Well by Doing Good” for which the agency was awarded the 2010 Bulldog Award of Excellence-Gold, the top award nationwide for crisis communications.

Originally from Peru and raised in both Peru and the U.S., Juan has a hand on the pulse of the changing Latino consumer market. Prior to joining Fineman PR, Juan was involved in the launching of a San Francisco radio station for Spanish Broadcasting Sytem. While at SBS Juan’s achievements included securing an advertising campaign program with the largest advertising agency in the country for client Direct TV, as a result of this established relationship the station was able to attract additional clients including Sprint, Heineken and Diageo North America.

Juan has spoken at industry trade conferences including the San Francisco Public Relations Roundtable Group and the IPREX conference with agency presidents in attendance and has been interviewed and published for his multicultural PR expertise by CNN en Español (A Division of CNN International), O’Dwyer’s PR, PR News Online, Agencypost, National Confectioner Association, Univision Radio. Juan holds a B.A. in Communications with mass media concentration from the University of California, Santa Barbara and a Master’s in Business Administration with marketing concentration from the University of California, Davis.


Karmina Zafiro

Vice President

Karmina Zafiro specializes in consumer PR, crisis communications and issues management. She has worked in the food & beverage, education, healthcare industries for more than 10 years. She has directed award-winning campaigns related to product launches, event marketing, community-building initiatives, public health initiatives, product safety and regulatory issues, among others. Her clients have included City of Hope Medical Group, Foster Farms, UC Santa Cruz, Mission Neighborhood Health Center, National Outdoor Leadership School and San Francisco Marathon. Karmina also heads up the measurement and analytics team at Fineman PR. She is a graduate of the University of California, Berkeley with Bachelor’s Degrees in Political Science and Rhetoric. Born and raised in the Philippines, Karmina is fluent in Tagalog.

Amy Scarlett

Account Supervisor

Amy Scarlett supports Mosaico and Fineman PR’s general market accounts including Foster Farms, American Humane Association, HNTB and The San Francisco Marathon. She has a strong background in strategic communications and media relations. Prior to joining Mosaico/Fineman PR, Amy worked at a public relations firm in Washington, D.C. Amy is bilingual and has a Master’s degree in strategic communication from American University and graduated from University of California Santa Barbara with Bachelor degrees in Spanish and global and international studies.

Ivan Becerra

Senior Account Executive

Ivan works with clients from both Mosaico and Fineman PR’s general market including Xoom, Athletic Heart of San Francisco, Tango, and The Pacific Companies. He has an extensive experience in marketing, community outreach, and strategic communications having managed projects targeting multicultural audiences for organizations in the private, non-profit, and public sectors.

Ivan is bilingual/bicultural; He holds a Master’s degree in Media Studies from The New School and a BA in Anthropology.

Raquel Cruzado

Account Executive

Raquel handles a variety of Fineman PR and Mosaico projects for clients such as Cracker Barrel, Pacific Companies, Tango and Foster Farms.  Previously Raquel has worked for consumer packaged goods clients where she managed media relations, event coordination and strategic communications. She attended the University of Puerto Rico, Río Piedras where she received her BA in Advertising and Public Relations. Born and raised in Puerto Rico, she has a deep understanding of Latino communities that she contributes to the Mosaico team.