Executive Director


Isidro Medina joined the Washington Heights Business Improvement District in February of 2016 and is currently the Executive Director.  As Executive Director, Isidro is responsible for the overall administration including marketing, business development and fiscal management of the agency. Through his leadership, the Inwood Merchant Association was created and formed as an institution that advocates for small businesses in Inwood.  This combination of agencies has allowed Isidro to have access and to provide resources to thousands of small businesses in Northern Manhattan. 

Prior to joining the WHBID, Isidro worked extensively in the real estate industry for over 10 years, holding agent licenses in New York and New Jersey. Isidro holds a BA degree in Political Science and an MA degree in International Relations & Economic Development from the City College of New York.   In 2017, he became a NYC Small Business Services’ Neighborhood Leadership Fellow (CORO). Earlier, Isidro was the Managing Director for Latin American Markets with Global Reach & Associates in New York City.


Isidro is very active in Northern Manhattan for many years and in different facets and capacities. He serves as a member of the Manhattan Community Board since 2014 and becoming Chair of the Licensing Committee since 2017 to Present. He has been elected as Second Vice Chair of CB12 for three consecutive years, 2017 to 2020.  At the national level, he served on the Board of Directors, Dominican American National Roundtable, 2017.   He a member of the Inwood Merchant Association Board of Directors. Isidro is also a Board Member of the NYC Commission on Public Information and Communication from 2015 to Present. 

Jennifer Sanchez

Grant Manager


As the Program Manager for the Neighborhood 360 grant, Jennifer Sanchez works closely with the NYC Small Businesses Services overseeing the development and implementation of commercial revitalization projects that drive the economic vitality in the primary commercial corridors in Inwood. She is also a leading member of the team developing strategic growth and long-term sustainability for the Inwood Merchant Association. 


Jennifer comes to the Washington Heights BID with a strong background in marketing strategy, non-profit management, entrepreneurship, and community building. A native of Washington Heights, Jennifer began her professional career at NBCUniversal’s Content Distribution team where she managed the Spanish-language brands - Telemundo and NBC UNIVERSO (formerly mun2). She created innovative marketing programs to drive MVPDs objectives and increase brand awareness.  During her thirteen-year tenure there, Jennifer worked with most brands in the NBCU portfolio including Syfy, NBC, CNBC, MSNBC, and The Olympics on cable.


Her expertise in creating culturally-relevant marketing programs and a deep understanding of the Hispanic market made her a key member of the Content Distribution team. Simultaneously while developing her professional career as a marketer,  Jennifer co-founded ABADA-Capoeira Bronx - a youth-development non-profit now its 10-year-anniversary and reaching 3,000 annually through education and public programs. Her vision and leadership led to the opening of the first and only Capoeira Arts Cultural Center in the Bronx in 2017. Jennifer has held other roles in the non-profit industry including Director of Partnerships and Special Events at Rocking the Boat. 

Jennifer holds a B.A. in Media Studies and Latin American & Caribbean Studies from Hunter College. She is a founding board member of the Friends of WHEELS and currently serves on Van Cortlandt Park Alliance’s Enslaved Peoples Project steering committee. Jennifer speaks fluent English, Spanish, and Portuguese.