BROWNSVILLE, TX – June 6, 2023 – The Brownsville Community Improvement Corporation (BCIC) has formally announced the appointment of Nelson Iván Amaro as its new Director of Marketing and Communications. In his role, Amaro will be focused on innovating and developing robust public relations and marketing programs to promote Brownsville as the best place to live, work, play, and invest. This significant appointment enables BCIC to further its mission and elevate its brand on multiple platforms.

In his first address, Amaro presented a fresh viewpoint: “As a Non-traditional Economic Development Organization, BCIC requires a non-traditional marketing strategy. The current market demands more than just emphasis on the traditional 4Ps of marketing: product, price, place, and promotion. I suggest including three additional P’s that are fundamental components of a community: people, partnerships, and purpose.” Amaro explained, “By prioritizing these critical aspects, we can promote significant relationships, encourage collective development, and establish a more robust and resilient Brownsville with a clear vision of a future where we’re all welcome.”

Amaro brings a wealth of knowledge and experience, holding dual BBAs in Marketing and Entrepreneurship from the University of Texas Rio Grande Valley. His expertise spans organizing events, leading creative teams, and working with small businesses on both sides of the Matamoros-Brownsville border.

BCIC’s CEO, Cori Peña, expressing her thoughts on the appointment, said, “We are thrilled to welcome Nelson to our team. His innovative vision for marketing will be instrumental in advancing our communications and outreach efforts. Nelson’s focus on integrating new foundations into our strategy aligns perfectly with BCIC’s mission and long-term goals. We look forward to the dynamism he will bring to our organization.”

Amaro echoed the spirit of collaborative development, “We all grow together. The key is to find common ground and appreciate the unique strengths that each person and organization brings to the table. Our role as an Economic Development Organization is to facilitate a resource-rich environment where the relevant questions are raised, and the community in Brownsville takes charge and delivers the answers.”

BCIC is optimistic that Amaro’s leadership in marketing and communications will contribute to the organization’s goal of improving the quality of life for Brownsville residents and promoting economic development in the area. His experience and innovative approach are expected to impact this mission significantly for the foreseeable future.

To learn more or to get involved with the BCIC, your new point of contact is Nelson I. Amaro, Director of Marketing & Communications. Reach out via email at namaro@bcic.us.