'LLERO
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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, but more importantly it looks to the community for all to share their stories. 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.

Meet the Team

Will Rodriguez

Co-Founder & Publisher

Will Rodriguez, Publisher and co-founder of ‘LLERO, brings over 15 years of experience from the financial industry to his role as business lead for the site. The New York native of Puerto Rican descent is responsible for the financial operations and marketing of ‘LLERO.

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, Def Jam Music and Ziff Davis Media.

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. 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

Jessica Rodriguez

Co-Founder & Community Manager

Besides putting pen to paper for ‘LLERO Jessica Rodriguez is also co-founder and social community manager. She is a seasoned writer, editor and journalist with over 20 years experience in journalism. Jessica has successfully peddled her words across media platforms from Urban Latino, Latina and Cosmo Latina, since picking up her professional pen in 1999.

Victor A. Rodriguez

Co-Founder & Editor-In-Chief

Victor rounds out the core team of ‘LLERO, he is a co-founder and Editor-in-Chief. Working with journalists and content creators to find the most interesting and newsworthy stories. A freelance sports writer at heart. In his spare time Victor follows all things boxing, movies and television. A true cinephile in his spare time can be found checking out all kinds of mainstream and indie cinema alike.

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