Netza Roldan

Netza Roldan is currently the CEO of the Binational Institute of Human Development, a non-profit (501c-3) organization,  and leads their programs, Legal & Immigration Center Casa México USA, Casa Guatemala and the Small Business Development Institute, which were established to structure, develop and implement programs to assist the immigrant community and other disenfranchised communities, to integrate effectively and efficiently into the American society.  BIHD’s goal is to serve as a bridge between governmental agencies and our communities, through advocacy, legal assistance, equality in education, healthcare, and above all, equality in human rights and economic development.


Netza has also been the President of his own consulting company for more than 25 years. Impormex USA Marketing Group, an integrated consulting firm specializing in International Market Development, Public Relations and Image Development. Impormex directs all market segments within the Latin American and Latino-Hispanic Market in the United States to ensure that products and/or services reach all potential customers.


Netza obtained a Bachelor’s degree in Hotel & Tourism Management from the Superior Studies Center of San Angel in Mexico City and furthered his education with post­graduate studies in International Marketing and Hotel Management at the University of Houston.


As a dynamic senior marketing professional Netza has comprehensive and extensive experience in strategic planning, project development, management and implementation, sales initiatives, major account management and product launches, building brands, and increasing profits.


He is recognized for being a pragmatic, goal-driven leader, disciplined in applying business analytics and consumer insights to maximize marketing effectiveness and turn around business results. He is also known to be a highly accomplished executive, in identifying new revenue opportunities and leading collaborative, cross-functional teams to develop scalable and profitable products, services and marketing programs. He has built a reputation for effectively orchestrating successful campaigns, through commitment and implementation among diverse stakeholders. Demonstrated track record of delivering results and succeeding with increased responsibilities. Key competencies include:

Leadership and Change Management; Strategic Business Planning; Budget Development and Administration; Business Analysis; Creative Development and Production; Product and Brand Management; Clear understanding of cross-cultural issues and international business practices, particularly in Latin America, North America and Scandinavia; fluent in Spanish and English.


His broad experience in successful project development and implementation, both in the private and public sector, has given him a proven track record of increasing profit margins, opening up new markets, ensuring customer satisfaction and identifying creative business opportunities in very competitive markets.


He possesses an extensive expertise in tourism development, public administration, target marketing, and internal globalization with a strong history of relationship building and retention through years working within the Hispanic community and serving on organization boards.


After extensive experience in the tourism industry in Mexico and the United States, Netza gained a reputation in business development through his work in several Latin American countries. His experience and knowledge have allowed him to develop successful marketing campaigns aimed at Hispanics in the United States and Latin America.


One of Netza’s achievements stemming from his creativity and innovation has been the profitable development of the Hispanic market segment for one of the leading hotel chains in Chicago, for the first time in its history. The success achieved exceeded all expectations within the company and served as a benchmark for the new trend in development of global marketing strategies, which leading companies in the USA have since implemented.


Netza was also successful in managing a multimillion dollar contract between the Chicago Public Schools and the Coca Cola Bottling Company, creating marketing programs that generated much-needed funds for the Chicago Public School system.


He also founded other nongovernmental organizations, such as the Council for Mexican American Business Development and the American Tango Institute, which produced entertainment, education and health programs through music, art and dance, with the Argentinian tango. Netza has also produced large tango events, such as the International Chicago Tango Fest and several renowned shows presented in major venues of Chicago, such as the Chicago Symphony Center, Harris Theater, Navy Pier and DePaul Merle Reskin Theater.


As an internationalist, Netza developed the Tourism Career for the University of San Carlos, in the Peten Region, in Guatemala, as well as served as Director of Tourism Development for the Peten Zone itself and contributed to the development of the Mayan Route and eco-tourism in Guatemala.


From September 2010 to April 2013, Netza was the representative of the Government of Mexico City in the USA, with an office in Chicago, promoting services to immigrants from Mexico City, tourism and medical tourism to the state, and investment and bilateral programs between our two cities and states, like that of the Chicago Sister Cities International.