Toti Cadavid
Principal
Xcelente Marketing & Public Relations
Toti Cadavid, a native of Colombia and founder of Xcelente Marketing and Public Relations, is a communications strategist with far-reaching experience in both domestic and international arenas. Toti has extensive expertise in marketing and PR campaign development, and market expansion into U.S. Hispanic markets. Additionally, she is experienced in design and implementation of marketing plans and fully integrated global marketing campaigns, as well as community outreach, corporate training, event planning and trade shows. Some of her corporate experience includes Inasco, Colorado Department of Education, American United Mortgage, Media One (now Comcast) and The Hallmark Channel.
At Xcelente, Toti works closely with her clients and her agency’s team members in the development and deployment of innovative Hispanic communication strategies. These strategies incorporate social, ethnic, and cultural nuances into all marketing, branding, public relations, community outreach and advertising campaign initiatives, with the end goal of generating increased consumer purchase, response, and awareness to the client’s products and services amongst targeted Latino groups. Toti also manages the agency’s creative team in the production and implementation of client’s campaigns while ensuring that ongoing strategies are aligned with and successfully support client’s business objectives. Her leadership and guidance has provided clients such as Starz Encore Group, Cox Communications, CRL, Fastracks, Metrolist, City of Commerce City, CDOT, Charter Communications, First Data Corporation, Pinnacol Assurance, Metropolitan State College, Rocky Mountain PBS, and Solera National Bank, to name a few, with ways to effectively communicate with and market their products and services to Hispanic consumers.
Since moving to the U.S. in 1990, Toti has held leadership positions in a number of local and national community and civic organizations, including the Junior League of Denver, the National Society of Hispanic MBAs, the Denver Hispanic Chamber of Commerce, Hispanics in Technology and Telecommunications Association, the Colorado Women’s Chamber of Commerce, Mi Casa Resource Center for Women, the Denver/Boulder Better Business Bureau, the Denver Metro Convention and Visitor’s Bureau’s Multicultural Tourism Task Force, the Minority Advisory Council of the Colorado Commission on Higher Education, the advisory board for the Leadership for Community Change project, the Leadership Council of Escuela de Guadalupe, and the Leadership Denver Alumni Association. In addition, Toti was appointed by Mayor Hickenlooper’s to his Denver Early Childhood Council and to his Latino Commission.
Toti currently sits on the boards of the Community College of Denver Foundation, the Denver Metro Chamber of Commerce, the Denver Metro Chamber Foundation, and Junior Achievement. Toti was recognized in 2005 as one of the nation’s Top Latina Business Entrepreneurs by Hispanic Magazine, as one of the 11 finalists for the Colorado Rockies Adult Leadership Award, and byThe Denver Business Journal as one of the “Top Forty Under 40” business leaders in Colorado. In 2006 Toti received the Businesswoman of the Year award by the Denver Hispanic Chamber of Commerce, and her business, Xcelente, received the Minority Small Business Champion Award by the Small Business Administration. Toti was recognized as a Woman of Distinction by the Girl Scouts Mile Hi Council in 2007.
Toti holds a bachelors degree in International Business, two master’s degrees in Marketing and Management, and a Certificate in Entrepreneurship, all from the University of Colorado. In addition, Toti is a graduate of Harvard’s Kennedy School of Government Executive Management Program, the 2004 Leadership Program of the Rockies, the 2005 Leadership Denver program, the 2005 National Hispana Leadership Institute, and the 2005 Dartmouth University’s Tuck Minority Business Executive Program. Toti grew up, and began her career, in Cali, Colombia.
Toti, her husband Luis Colón, and their children live in Lone Tree, Colorado.
