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‘LLERO | About Us

‘LLERO [pronounced: yeh-ro] is the digital lifestyle and news platform for Latino men.

‘LLERO understands the challenges of balancing two worlds, the drive for professional and personal growth, and the need to have it all at your fingertips. Interested in the latest way to up your bench press, news and issues effecting your home patria, a great first date idea, or tips on how to get that promotion, `LLERO is where you’ll find it. `LLERO provides useful, culturally relevant content to read, watch and share with friends on your phone, tablet, laptop or desktop.

`LLERO always looks to the pro’s — entertainers, athletes, businessmen, even the girl next door — and the community for all to share their expertise and experiences. Our contributor’s work has appeared in AskMen.com, ESPN Magazine, Latina.com, Essence, Huffington Post, Men’s Health and Fast Company to name a few.

So what does “`LLERO” mean exactly? In Spanish the word “caballero” means “gentleman”. Caballero, often used by an older generation, felt a bit too stuffy by today’s standards. `LLERO felt like more of a natural fit for this audience — today’s men becoming tomorrow’s gentlemen.

Will Rodriguez

Co-Founder & Publisher of ‘LLERO
President of JAWS Communications, LLC

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Will Rodriguez, Publisher of ‘LLERO, brings over 15 years of experience from the financial industry to his role as business lead of the site. The New York native of Puerto Rican descent is responsible for the financial operations of the company and marketing of the website. He also works with the content team to set the editorial direction for ‘LLERO which includes content development and production along with quality control.

Prior to co-founding ‘LLERO, Will worked in the commercial finance groups of several banks including JPMorgan Chase and Bank of New York Mellon. He started his career as a financial analyst where he helped structure debt financing transactions for advertising agencies and television networks to finance shows for syndication such as New York Undercover and The Jamie Foxx Show. Will then became a portfolio manager handling media clients such as Entravision Communications, The Source Magazine, One World Magazine, Russell Simmons, Def Jam Music, Phat Farm and Ziff Davis Media. He later became a credit officer and worked with film distribution companies to help them secure financing for feature films such as The Wrestler, Notorious, 500 Days of Summer, The Secret Life of Bees and Our Family Wedding.

Will applied his experience in film financing to independent cinema projects and helped produce several small budget movies that have been accepted to festivals such as the New York International Latino Film Festival, Screamfest Film Festival, and The African American Women in Cinema Film Festival.

Will is a self-professed sports aficionado, he can usually be found watching the games on ESPN (regardless of the sport), in the gym working out on the heavy bags or sitting ringside taking in live fights.

Image credit: KeenographyPRIVE.com

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