A SuperPAC that supports Hillary Clinton has added a veteran presidential campaign consultant and an expert in marketing research to its ranks to bolster its strategy for reaching Hispanics.
Lorena Chambers, CEO of Chambers Lopez Strategies LLC, and Enrique Castillo, founder of Castillo & Associates, have joined Priorities USA's strategic team, said Justin Barasky, the political fundraising committee's spokesman.
Chambers worked with Priorities USA to help re-elect President Barack Obama in 2012. She also had worked on the campaign of John Kerry, the Democratic presidential nominee in 2004, making her the first and only Latina to date to produce a presidential campaign commercial for either party.
She won awards for a set of commercials she did for the Kerry campaign, including one done in English and Spanish that touched on education and family.
She's been involved in campaigns for several governors and worked to help re-elect Sen. Harry Reid, D-Nevada.
"Hillary is the only candidate strong enough to take on the Republicans in November and will fight back against their plans that would hurt the middle class, and hurt Latino Americans especially," Chambers, who is Mexican American, said in a statement issued by the PAC.
Democratic strategist Larry Gonzalez, a principal at the Raben Group lobbying firm in Washington, D.C., said Chambers "really knows Nevada" and with the importance of that state in the general election, the PAC "really has the right person."
Castillo launched his communications and research firm in 1993 and has consulted on health care, telecommunications, automotive, packaged goods, political and social issues in the U.S. and Latin America.
Castillo, a native of Mexico, called this year's election the "most important for Hispanic Americans in our history."
"Donald Trump, Ted Cruz and the rest of the GOP field have a dangerous agenda for Hispanics and our country and Hillary Clinton is the only one who has the strength to stand up to them and fight for what's right," he said.
There is a fight this election for Latino voters, who could be about 12 percent of eligible voters in this year's presidential race and have impact in a few key battleground states.
In the 2012 general election, Obama won just 39 percent of white voters, but 71 percent of Latino and 93 percent of black voters to defeat Republican Mitt Romney.
In the 2008 primaries, Clinton had high Latino support. Hispanics voted for Clinton by a margin of nearly two-to-one over Obama.
The hirings come as the Feb.1, Iowa primary has tightened and as Sanders has taken the lead over Clinton, according to some polls, in the Feb. 9, New Hampshire contest.
Meanwhile, Clinton's campaign announced that Housing Secretary Julián Castro, whom is considered a contender to be her runningmate, will be campaigning for her in Iowa Sunday.