Zulema Arroyo-Farley is the Founder, Executive Director and “face” of Artz Cure Sarcoma, a non-profit foundation she created in 2015 along with her husband, Nick, following her own sarcoma diagnosis.
Shocked and appalled by the lack of sarcoma awareness and limited treatment options, this former accomplished advertising & marketing executive, known for revitalizing numerous Fortune 500 brands, decided to use her business know-how to raise awareness and research funds to find a cure for this rare, orphan and deadly cancer. Artz Cure Sarcoma’s primary fund-raising pillar utilizes art to bring hope & beauty to this difficult cancer challenge.
Zulema is also a fierce advocate for greater research and through Artz Cure Sarcoma, she not only aims to change how sarcoma is viewed but also raise research funds for the Soft-Tissue Sarcoma Research Laboratory at the MD Anderson Cancer Center, Houston, TX, headed by Dr. Keila Torres, M.D. Ph.D, Assistant Professor Surgical Oncology and Principal Investigator Soft-Tissue Sarcoma. The ultimate goal of this research is to develop chemotherapy drugs specifically for this cancer because they currently do not exist. This will allow sarcoma patients to have treatment options like most other types of cancer.
She is also very passionate about raising sarcoma awareness and on April 5, 2015, the one and only Adele called Zulema up on stage at her London concert. Adele gave Zulema the opportunity to be one of the first global voices for sarcoma patients. In addition, Zulema has been the subject of many articles raising awareness for this cancer around the world including the USA, the UK and her native Puerto Rico.
Born and raised on the west coast of Puerto Rico, Zulema currently resides in Manhattan with her amazingly supportive husband, Nick. She continues fight her own on-going battle against sarcoma and is a patient at MD Anderson Cancer Center in Houston, Texas.
Alita Giacone, an experienced art curator and gallery management specialist, is the Benefit Auction Executive Director for Artz Cure Sarcoma. She is also the President of Lola Bean Consulting, NYC, a practice that offers business and administrative services as well as art advisory consulting.
Alita has over 8 years of New York City art industry experience having worked as the Associate Director at Josée Bienvenu Gallery in Chelsea, New York City where she was able to channel her passion for art by working with emerging and mid-career international artists and making the impossible possible. She has been a dedicated team member of Artz Cure Sarcoma since 2015.
After accompanying her dear friend Zulema Arroyo-Farley for a round of sarcoma testing at MD Anderson Cancer Center in Houston, Alita became determined to help Zulema with Artz Cure Sarcoma to build sarcoma awareness and raise research funds.
Alita earned her B.A. in Arts and Business Administration and a minor in Art History from Baruch College. She currently resides in Manhattan.
Daniel Villarroel is the Marketing & Social Media Executive Director for Artz Cure Sarcoma.
He first became involved with Artz Cure Sarcoma in 2015 by assisting in securing donated artwork for its first auction. Then, he jumped at the opportunity to help his good friend Zulema, founder & executive director of Artz Cure Sarcoma, to amplify her foundation’s mission to raise awareness and funds to find a cure for this rare, deadly cancer.
Dan is an accomplished marketing and strategy professional having worked on powerhouse global brands like Maybelline New York and Garnier in product development, advertising, digital, content creation, social media while furthering his expertise in multicultural, experiential and integrated marketing. In addition, he has worked in the beauty business for other well-known companies like Revlon & Shiseido.
Dan received his MBA from the Thunderbird School of Global Management and BBA in International Marketing from Bernard M. Baruch College. A born and raised New Yorker, Dan now resides in Madison, NJ.
Diana has leveraged her multicultural marketing, client relationship management, and multimedia expertise in securing exclusive multimillion-dollar deals, expanding market share among cross-cultural populations, and bringing brands to untapped markets. During her career, she has focused on multicultural markets, promoting mobile, digital, interactive, and consumer products and services. In corporate and agency roles, Diana has helped clients engage and successfully market to a truly multicultural nation.
Diana served as Senior Vice President of Multicultural Communications with Porter Novelli, where she oversaw client programming targeted for all demographic segments under the multicultural umbrella. Previously, Diana served as Senior Director of Mobile Sales Development at Univision Interactive Media, her third leadership position with the Spanish-language media giant. Her range of influence included key technology and consumer product accounts, media agencies, telecommunications companies, and integration with reality, music, and sports programming.
Earlier in her career, in addition to working with DDB Needham, The Bravo Group-Y&R, and The Vidal Partnership, Diana spent over three years with Verizon Wireless, as Multicultural Marketing/Segmentation Manager, targeting the Hispanic sector.
After a few of Diana’s family members being affected by cancer, she became determined to find an organization to give back and help find a cure for cancer. She was inspired to help Zulema and Artz Cure Sarcoma raise awareness and research funds to find targeted treatments.
Currently she is the founder and CEO of Valencia Media Group a consulting firm focusing on Multicultural, Sports and Entertainment.