Lilly Rocha

Lilly Rocha is a growth-oriented executive, technology-forward operator, and experiential marketing leader with a proven track record of driving revenue, brand visibility, and customer adoption through large-scale events and strategic partnerships. As Executive Director of the Latino Restaurant Association (LRA), she leads a national network of 1,400+ restaurant, hospitality, and foodservice businesses.

Lilly specializes in event-led growth, field marketing, technology adoption, workforce solutions, and go-to-market execution. She transforms complex offerings into high-impact activations that generate measurable ROI, strengthen brands, and accelerate customer engagement.

She began her career during Silicon Valley’s dot-com era as a Project Manager for Nokia in Mountain View, supporting global technology initiatives, trade shows, and cross-functional teams. Since then, she has built and scaled national trade shows, multi-city activations, executive convenings, and sponsorship-driven campaigns.

Lilly is the founder of the Sabor Latino Food Industry Trade Show and a key architect of DINE LATINO Restaurant Week, delivering record participation, millions of impressions, and sustained brand exposure for partners.

A UC Berkeley graduate with international studies at St. Mary’s University in London, Lilly holds CMP and CMM certifications. She serves on the boards of LAEDC, the Los Angeles Tourism & Convention Board, and the California Hospital Supplier Diversity Commission.