Meruelo Jr. joined the Coyotes in August 2019, and in his role he works closely with Coyotes President and CEO Xavier A. Gutierrez and general manager Bill Armstrong.
It was instilled upon him from an early age that family, and in a larger sense, community, are some of the most meaningful aspects of his heritage.
One of the things he said he's most proud of is how unwavering his family is to serving the greater good. No matter the origin of the project, it's not lost on him that it is being done to "create value in the communities we serve, and help people."
The role of Chief Brand Officer with the Coyotes is something he takes an immense amount of pride in.
"It's a dream come true," Meruelo Jr. said. "The people of Arizona care deeply about this organization that has been a lynchpin in the community for more than a quarter of a century.
"The opportunity to serve as a steward for this brand is something I don't take lightly, and one that I would consider one of the greatest honors of my life."
The Coyotes are committed to embracing Hispanic and Latino heritage in the state of Arizona, and that's something that Meruelo Jr. said is important to the team's overall purpose.
"Our team doesn't compartmentalize this community in Arizona as a 'key demo' or a 'target audience' -- Hispanic heritage is one with Arizona," Meruelo Jr. said. "By reaching out authentically and engaging with this cohort where they already are, be it through the team, Foundation, business, or brand, we're presenting an open invitation to a dynamic group of fans in waiting."
When reflecting on his own heritage, Meruelo Jr. said he feels a responsibility to ensure his traditions and culture continue to be heard, understood, practiced, and continued.
"Hispanic Heritage holds a special place in my heart because it's a massive part of what has shaped me into the person I am today," he said. "I am beyond proud to be Cuban and grow up with Hispanic traditions. I feel like it is my duty to give back and push this culture forward."
