Best known for her “My Lotería” series of 54 paintings re-creating the images and symbols of the classic Mexican Loteria from a U.S. Latino perspective, Cristina Sosa Noriega is also an accomplished portrait painter and muralist. However, as the daughter of advertising and marketing guru Lionel Sosa, branding and marketing are in her blood.

After graduating from Yale University, Cristina began working for the largest Hispanic advertising agency in the country, Bromley Communications, located in San Antonio, Texas. As an account executive for several large Procter and Gamble brands, she gained an in-depth understanding of how to market to the Hispanic consumer living in the U.S. In 2007, Noriega joined the Sosa & Sosa team to help to launch a branding and marketing campaign for TDECU, a credit union based in East Texas.

A year later, Cristina and her husband embarked on a new challenge in the Big Bend region of Texas (aka “the middle of nowhere”) to sell ice in the desert. Revitalizing one of Alpine’s oldest and most historic buildings after a 30-year hibernation, the Noriegas founded the Murphy St. Raspa Co, a retail store celebrating Hispanic culture.

While in Alpine, Texas, Cristina worked on a branding image campaign for Sul Ross State University and served on the local city environmental board. Back in her hometown of San Antonio, Cristina continues to pursue fine portraiture and mural art, while taking on freelance marketing, branding and writing projects. Cristina and her husband Victor spend their free time chasing and carrying their two daughters, Luz Victoria and Paloma Cruz.