Yuri Cordero is a leadership expert in the field of communications with 30 years of experience in the tv news industry leading teams in the US and abroad. She is the vice president and executive producer of the iconic Spanish language news magazine program Primer Impacto. The five–time National Emmy Nominee, graduated from several leadership academies and is a John Maxwell Certified Team Member. She serves on the board of the National Alliance on Mental Illness, the advisory board of the National Breast Cancer Foundation and HAAPE, Helping Autistic Adults Perform and Excel. Her book “La Virtud del Proceso” (The Virtue of the Process) is an Amazon bestseller available in audiobook. Coming soon in English.
Yuri Cordero, VP/Executive Producer, Leadership Expert, Speaker & Author
Please tell us about you and your life, so we can get to know you better.
Whenever someone asks me who I am, and what I do, my response is always clear and declarative. I am a daughter of God, a devoted mother to my children, and the blessing of all my hard work and dedication is being the Vice President and Executive Producer of Primer Impacto. Although this title doesn't define me, it's a crucial part of my life that has allowed me to be part of something amazing.
Leading the iconic News Magazine Program on Univision is an honor only a handful of people have had since its inception in 1994. The show airs nationally on weekdays live at 5pm in the United States. It’s one of the longest running programs on Spanish television reaching several countries around the world, and has a social media following of more than 15 million subscribers. The parent company, TelevisaUnivision is a major global provider of Spanish-language media content.
I embarked on my career 30 years ago as a reporter-anchor in Miami, Florida for the local edition of CNN Headline News, and its Spanish partner Miavision. At the same time, I was as a weekend reporter and news anchor for the prominent American news radio station 610 WIOD.
Over the course of my professional life, I have received five National Emmy nominations: a testament to my unwavering commitment to excellence. With over three decades of experience in broadcast journalism, I have spearheaded both national and international teams across the United States and abroad. We are an exemplary team of professionals who understand our audience, the power of communication, and the television news industry.
As a leader, I have learned the importance of giving back to the community. I serve as a member on the Board of Directors at NAMI: The National Alliance of Mental Illness for the Miami-Dade Chapter and on the communications advisory board at HAAPE, Helping Adults with Autism Perform and Excel.
Can you discuss any notable challenges you have experienced and what you have learned from them?
Sometimes it is the greatest opposition and challenges we face that ultimately yield the most remarkable blessings and rewards. The disadvantages we grew up with force us to strive for more. A friend of mine once told me, “You’re supposed to be a statistic”. She wasn’t wrong. As a young girl, I was not raised by my parents and migrated from Puerto Rico to South Florida at just ten years old. My mother suffered from a debilitating mental illness and my father was not in the picture.
Despite these obstacles, I remained undeterred, working tirelessly throughout my junior and high school years in a flea market. From a young age, I demonstrated leadership skills, securing a role as front-end manager for a multinational billion-dollar hardware store while putting myself thru college. At 18 I was supervising women who could have easily been my mother or grandmother, earning my stripes as a boss in a male-driven industry. These trials and tribulations have undoubtedly helped to shape my character. Fast-forward to my career in communications and television news industry, which has undoubtedly been one of the greatest successes of my life.
During a recent board meeting, I couldn't help but notice the impressive titles written on cards identifying the people who were sitting at the table – and then, noticed my own name. It was a powerful reminder that my voice matters, a realization that felt particularly meaningful given my challenging upbringing.
The reality is, I have never given up. Throughout my life, I have remained resolute and steadfast in my pursuit of success, with an unwavering focus on crossing the finish line and achieving victory. All of my accomplishments were earned, not given. Throughout my journey, I have made mistakes. They have been my stepping stones to victory and proven to be necessary lessons that contributed to my personal and professional growth. Every challenge I have encountered played a fundamental role in shaping the person I am today. Consistency, discipline, and obedience are also my close allies.
As part of the John Maxwell certified team, we studied the 15 Laws of Invaluable Growth. According to Maxwell, “When you live with consistency, you learn that the rewards you seek in life don’t come after you take one step; they come when you’ve taken a journey to a place you’ve never been.” There is no such thing as perfection, but being consistent allows you to be exceptional at what you do.
I have only held six jobs in my whole life. Working at Univision for the last 24 years has given me the opportunity to plan major events for our news division such as two royal weddings, two papal visits, and countless breaking news around the world that have made headlines. Let this be proof that there is power in consistency. No one is perfect, but resilience creates excellence, and we all have the ability to excel. I don’t pretend to know everything, and learn something new every single day. Some of my greatest teachers are the people on my team and co-workers at my current job. Stability comes from having pillars that help you keep the ship afloat. The ship can be anything: your life, your marriage, children, career, you business, even friendships. Lone rangers aren’t successful.
What was the most difficult part of your job?
News never stops. You have to be willing to pay the price and those around you as well. There are important dates that you may miss. I sacrificed some special moments with my family. As a field producer, I covered major disasters and at times travelled at short notice. The days are long, and time is short because we are constantly counting minutes. It becomes part of our DNA. My family has had to adjust to my work schedule. Success is a never-ending race. However, I know that my children are proud of all of my accomplishments. They have seen first hand how dedication, hard work, and resilience pay off in the long run.
Recently at a leadership panel of speakers in Miami, the moderator asked what we want our legacy to be. A person that was part of the presenters thanked a long list of businesses that were making a difference in the country he represented. Never once did he mention his family. Years from now, when I am no longer here on earth, I pray my grandchildren, and the families for generations to come remember me as an agent of change; a woman that was committed to making a difference in the lives of her loved ones. A person who invested in their education and gave them a better life than she had.
Change takes time and timing is everything. For the past three decades, my life has been led by the ticking of the clock. Chronos, the measure of quantitative time or an exact time, is one of my best friends. In the world of live television, we are constantly running against the clock from the moment we wake up. The daily deadline becomes part of a vicious cycle. So much can change in a short period of time and every second counts. At an instant, we have had to change the programs’ lead due to breaking news, or a major shift in the story that was lower in the rundown or order of the show.
There is just something about the daily grind; the adrenaline you feel during a big story when the deadline is near and the show is about to go live. Your heart pumps: 5 minutes is more than enough time to look for the perfect shot, write the perfect word, air the perfect story. Seconds are an eternity. When everything is just right you breath! It’s called passion.
Recognizing the value of time is key to run our life, meet our goals, and achieve our dreams. We can’t control it, and it never stops. But making the best use of it can make all the difference. The biggest mistake many people make is thinking they have an abundance of it. We don’t and must prioritize our families and know when to say no. We cannot allow our devotion to our careers take over our lives. Journalists are married to their profession. It’s a calling. Perhaps you feel the same about the career path you have chosen. To avoid burnout, we need to rest and recharge.
Tell us about a pivotal moment in your life that brought you to where you are today.
Most recently, I was invited to participate as a speaker at the Women’s Economic Forum in San Juan, Puerto Rico, the largest global gathering of women entrepreneurs and leader’s worldwide. I was part of the “Dominican Sisters” delegation. My complete family on my mothers’ side is from the Dominican Republic. During my presentation, I decided to be vulnerable and share my life experience with breast cancer. A lot of people in business fail to show their humanity and want to seem unstoppable. I was no different. We are not made of stone. I worked until the day before my surgery. Working kept my mind focused, allowing me to cope and continue. October is breast cancer awareness month. I will share more on my experience with that terrifying diagnosis in that coming article and what you can do to prevent it.
You can also find the complete story on my book, La Virtud Del Proceso (The Virtue of the Process), which became an Amazon best seller on launch date. It not only includes my professional experience and battle with breast cancer, but also a detailed account of my mothers’ mental illness. I hope to inspire others to take care of themselves and achieve their goals despite their circumstances. The book also includes a guide to help you thru your process. It’s available in six countries and you can get your copy here It’s currently being translated into English and if you email me here you can be one of the first to receive it in pre-sale.
