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Marquette University Alumni Association

J. William and Mary Diederich College of Communication Award Recipients

Young Alumnus of the Year Award

Luis HernandezLUIS HERNANDEZ, JR., COMM '01

In a short time, Luis has ascended quickly in the communications and public relations industry, priding himself on the relationships he has established and cultivates each day and the trust his clients place in him to deliver his best work.

As director of baseball marketing for Relativity Sports, he is responsible for developing endorsement and marketing opportunities for clients, with a primary focus on Latin players. Previously, he worked for the Chicago White Sox for eight years, most recently as director of public relations, where he honed his skills in team branding, communication, marketing initiatives, philanthropic program development and Latino player cultural immersion.

“My personal formula for success is a continuous process of learning from experiences, accepting limitations and failures, setting new goals, and working to surpass those,” he says.

It’s something Luis picked up from the late great Al McGuire, whom he met, an encounter he says is his favorite Marquette memory.

“My Marquette experience taught me to strive for excellence in every little moment, with every opportunity, yet to never lose perspective, never lose yourself,” he says.

Luis says that lesson resonates with him every day as the father of a 2-year-old, noting: “Madeline teaches me new things about life — what is important and what is simply filler — who matters most in our own little universe and how we as individuals can make an impact on people’s lives in a positive way.”

Luis serves on the community leadership board for the American Diabetes Association of Chicago, the Latino Advisory Council and the Gilda's Club Chicago, Cancer Support Network.

Fun Facts

Hometown: Chicago, born and raised on the Southeast Side

Favorite book or favorite quote: “Book — Catch a Fire, The Life of Bob Marley; quote — ‘Respect the opportunity.’ ”

Dream dinner date: “Winston Churchill, past; Michael Lewis, present.”

Marquette faculty or staff member who had an impact on you, and how: “Philosophy professor Dr. Jorge Valadez, who taught the Theory of Ethics. He helped me define and structure the importance of responsibility in my life and how to surpass expectations within my own ethical framework.”

When you were in grade school, what did you want to be when you grew up, and why? “A teacher; teachers had a profound impact on my development, and I wanted to have that same type of impact on others.”

Marquette legacy: “I am the start of my family's Marquette legacy.”

Who has been the most influential person in your life, and why? “My daughter is the most influential person in my life. It’s a joy to watch her learn to swim and excel at something new. Watching her develop and learn is by far the most interesting thing I've ever experienced.”