Yousef founded TRUth in 2008 and is currently acting CEO where he works closely with over 75+ brilliant media and adtech professionals helping oversee brands like TGI Fridays, Liberty Tax, Total Wine, CDC, Melting Pot, St. Jude Children’s Hospital, Pollo Campero, Remitly and Wrangler to name a few.
His passion lies in people, their stories, and the connections that brands can leverage if done right. Raised in Mexico to a Lebanese father and a Mexican mother, Yousef has a strong understanding of how mindset, insights and nuance play an integral role in how brands come to life in todays segmented environment and the role culture plays.

Pedro Lerma has a vision. He sees a world where all people and all cultures are valued and embraced, and he
believes in the power of cross-cultural communications, marketing and branding to reshape it. But Pedro is
more than a visionary; he’s an architect and a builder.
LERMA/, the agency he conceived and founded in 2009, is a testament to his commitment to creating an
omnicultural agency that is not only a beacon for advertising today but long into the future. Pedro knows the
importance of being culturally fluent. Raised by immigrant parents in West Texas, Pedro has lived the
omnicultural life. It’s in his DNA.
Combining his life experiences with his vast expertise in general, digital, and Hispanic marketing, Pedro is
uniquely qualified to guide a growing and impressive list of clients through today’s everchanging and ever-
challenging world. Brands like Dr Pepper, Avocados From Mexico, The Salvation Army and The Home Depot
rely on Pedro and his team at LERMA/ for leadership, perspective and business results.
Pedro’s passion for caring continues outside of the office. He’s deeply involved in the community serving on
the boards of the United Way of Metropolitan Dallas, Booker T. Washington High School for the Visual and
Performing Arts, Big Brothers & Big Sisters International and the Culture Marketing Council. He also chairs
the annual Latino fundraiser for St. Jude Children’s Research Hospital and serves on the Refugee Services Task
Force for Catholic Charities.
Despite being very busy, Pedro isn’t all work. After hours and on weekends, you’ll either find him riffing on a
six-string, launching off the wake behind his boat or chilling with family

Michelle Ngome is an award-winning inclusive marketing consultant. As the founder of Line 25
Consulting, she trains and consults with organizations on how to create diverse and inclusive
marketing strategies.
She is the recipient of the Houston Business Journal Diversity in Business award with her efforts
creating the African American Marketing Association (AAMA) a nonprofit to empower Black
marketers. The organization hosts the Marketing For the Culture podcast and Marketing For
The Culture Summit.
Michelle has written white papers on The 6 Methods For Your Organization to Become Inclusive
and The Language of Inclusion Guide. She has presented to AIG, Ad Age, Content Marketing
World,as well as numerous publications including LinkedIn’s Blog, The Wall Street Journal and
Forbes.