About Us

Southwest Planning & Marketing has provided a wide scope of professional services to businesses, tribes, and government agencies since its establishment in Santa Fe in 1977.  Through the creation of long-term relationships, we train and empower our clients to succeed in their endeavors.

We are New Mexico's only full-service planning, marketing, market research, and economic development company. Southwest Planning & Marketing combines nationally recognized expertise in travel and tourism research with a background in transportation planning and tribal consulting. Our staff has worked with most major New Mexico organizations over the past 30 years.




The Swpm team

Chris Cordova, Managing Partner

Chris Cordova

Managing Partner


Chris Cordova is a managing partner at Southwest Planning and Marketing. Chris specializes in market research, economic development, project management facilitation and planning. Chris serves the firm as consultant, facilitator, analyst, and marketing researcher, and works with communities, marketing and planning organizations at both the local and national levels. His areas of expertise include a wide-ranging spectrum of all aspects of planning, market research and development including: research and strategic planning, statistical data analysis applications, fundraising, project development, and project management.
Rachelle Howell, Managing Partner

Rachelle Howell

Managing Partner


Rachelle Howell has over 25 years of experience in marketing, research, communication, business planning/consulting, facilitation, economic development, project management, and strategic planning for the public and private sectors, tribal entities and higher education. She specializes in market research and analysis and the preparation of marketing plans, tourism plans, feasibility analyses and operational/business plans. Her extensive experience includes serving as the chief marketing, communications, research and resource development officer for one of the largest community college systems in the United States.
Bruce Poster, President Emeritus

Bruce Poster

President Emeritus


Bruce Poster specializes in transportation planning, public involvement, economic development, market research, marketing strategy, and strategic planning. He has over 35 years of experience as a consultant and 3 years of experience as a city planner. Bruce Poster brings a wide range of technical and organizational skills to his consulting assignments. He has expertise in transportation planning, demographics, survey research, tourism, land use planning, impact assessment, economics, sociology, strategic planning, marketing, management, customer service training, and business development
Heather Tilson, Senior Associate

Heather Tilson

Senior Associate


Heather L. Tilson, Ph.D. is Southwest Planning & Marketing’s higher education liaison. She has over 30 years of experience in strategic planning, assessment, workforce and business development, research, academic instruction, student development, and enrollment management in higher education. She specializes in environmental scanning and analyses, market feasibility, organizational and project planning, assessing student learning, and economic development through education and training. Heather’s wide-ranging experience includes serving as the leader of academic assessment, accreditation to include serving as the accreditation liaison officer, enrollment management, institutional research, strategic planning, student development, and workforce and business development education at large and small community colleges and private and public universities.
Vincent Kaniatobe, Senior Associate


Senior Associate


Vincent Kaniatobe is Southwest Planning's tribal affairs specialist. He is a member of the Pueblo de San Ildefonso in Santa Fe, New Mexico and has served as both a Tribal Administrator and Tribal Council member. Vincent Kaniatobe has a broad tribal background and has assisted numerous companies in tribal consulting and research projects. He has assisted in project management, market research, and provided planning consultation on tribal and private sector projects including research field operations.
Charles Cordova, Senior Associate


Senior Associate


Charles Cordova has over a decade of experience in market research with an emphasis in field work. Charles has managed field surveys in nearly every state and most major New Mexico communities. Charles graduated cum laude from the University of New Mexico with a Bachelor's in Finance. He manages SWPM's website, writes/edits reports, conducts secondary research, and is in charge of brand management.