Rick Marroquin, a lifestyle agent at CAA, died Sunday of complications from lung cancer. He was 45.

Marroquín joined CAA in 2011 and provided expert insight on multicultural audiences. “Rick was a beloved member of the CAA family and we are heartbroken by his passing,” the CAA partners said in a joint statement. “He lived his life with boundless courage and optimism and was tremendously generous and kind to all who knew him. Our hearts go out to Rick’s loving family. He will be deeply missed.”

A native of Evanston, IL, and resident of NYC, Marroquín was a 20-year veteran of the multicultural industry with experience across all marketing disciplines, including research, strategy, advertising, media and promotions. In 2006, he was named Hispanic Marketer of the Year by the Association of National Advertisers and Adweek’s Marketing y Medios.

Before joining CAA, he founded and was CEO of Interpublic Group’s Identity, an agency focused on multicultural marketing. While at Identity, Marroquín led and cultivated the agency’s strategic vision, oversaw new business development and created initiatives that positioned clients on the leading edge of multicultural marketing. Before that, Marroquín was Chief Marketing Officer at Batanga Inc., the leading Hispanic-focused online music media company, where he oversaw all marketing, research, analytics, event planning, and magazine operations. He began his career at Leo Burnett Group.

He is survived by his wife, Mari, and sons, Christian and Nicholas.