• addeus Arroyo: Exclusive Interview with one of AT&T’s top executives Page 3
• Latinos in Finance: A List of Latino Trailblazers in the nance and banking industry: Page 40
• PNC: Interview with Je rey Martinez Page 48
• Hispanic Heritage Month: A Latino celebration: Page 55
Thaddeus Arroyo
Martinez
Children’s HealthSM is pushing the boundaries of incredible care for kids. With our expansion plans in Plano, Dallas and beyond, we can care for more kids in more places, further our innovative research and offer additional lifesaving technology and treatments. Your gift will ensure we’re able to meet our community’s growing needs and the needs of kids like Ricky.
SUCCESS CONDITIONING COACHING
THE HUMAN MIND is a potent tool, capable of extraordinary feats when harnessed correctly. Success Conditioning Coaching o ers a structured approach to unlocking your mind's potential, allowing you to become the architect of your own success. A cornerstone of this process involves training your mind to think, feel, and act in ways that support your goals.
Before we dive into goal setting and problem-solving, it's crucial to establish a strong foundation. Success Conditioning Coaching emphasizes the importance of relaxation as a gateway to accessing the subconscious mind. Through deep relaxation techniques, such as alpha or theta brainwave meditation, we can quiet the negative self-talk and connect with our inner wisdom. This state of tranquility is fertile ground for positive programming.
Your thoughts are the blueprints for your reality. Success Conditioning Coaching involves cultivating a positive mindset, replacing limiting beliefs with empowering a"rmations. Positive language is crucial. Instead of saying "I can't," focus on "I can nd a solution." By consistently feeding your mind with optimistic thoughts, you're creating an environment for growth and achievement.
Once you've established a positive mental landscape, it's time to set your sights on your goals. E ective goal setting is a critical component of success. e SMART goal acronym provides a useful framework: Speci c, Measurable, Achievable, Relevant, and Time-bound.
By cra ing SMART goals, you provide your subconscious mind with a clear target to work towards.
ABOUT JOE
Joe Bacigalupo, MBA, MPEC, ACPEC
Success Conditioning Coaching emphasizes the power of visualization. Imagine yourself achieving your goals in vivid detail. Feel the emotions associated with success. is mental imagery reinforces your belief in your ability to succeed and attracts opportunities into your life.
A framework for success is a three-step process designed to enhance belief and manifestation:
• Desire: Clearly de ne what you want to achieve. is involves tapping into your deepest desires and passions.
• Belief: Convince yourself that your desire is attainable. Visualize it happening and feel the emotions associated with success.
• Expectancy: Act as if your desire is already a reality. Take inspired action steps and make choices aligned with your goal.
By combining desire, belief, and expectancy, you create a powerful force that propels you towards your goals.
To further enhance your success conditioning, let's explore some key principles:
• Principle of Cause and E ect: is principle states that every action has a reaction. Your thoughts and actions are causes that produce e ects in your life. By understanding this, you can consciously choose thoughts and actions that lead to desired outcomes.
• Principle of Attraction: Like attracts like. Your dominant thoughts and feelings attract corresponding experiences. Cultivate positive thoughts and emotions to attract positive experiences.
• Principle of Focused Attention: Where your attention goes, energy ows. By focusing your attention on your goals, you direct your mental and emotional energy towards their manifestation.
• Principle of Creation by Default: If you don't consciously create your life, it will be created for you by default. Take responsibility for your life by making conscious choices aligned with your goals.
By incorporating these key principles into your Success Conditioning practice, you can accelerate your progress and create a life of abundance and ful llment. Keeping a success journal is a powerful tool for tracking progress and reinforcing positive beliefs. Regularly document your achievements, no matter how small. Celebrate your victories, learn from setbacks, and use your journal as a source of inspiration. By reviewing your successes, you strengthen your belief in your capabilities and build momentum towards your goals.
Success Conditioning is a journey, not a destination. If you want to learn more about Success Conditioning Coaching, contact AlliancesHub for more information.
“Damn the torpedos! Fullahead!”.speed
Hispanic Heritage
Ralph de la Vega
Hispanic Heritage transcends mere historical lineage; it encompasses the dynamic interplay of culture and identity. It is characterized by its multidimensionality, re!ecting diverse origins and experiences. Unlike other ethnic groups that may share more homogenous origins, Latinos in the U.S. represent a mosaic of cultures and identities.
Marie Arana’s LatinoLand: A Portrait of America’s Largest and Least Understood Minority profoundly explores Latino heritage, focusing on the complexities that de ne our diverse community. LatinoLand serves as a crucial resource for understanding the diverse roots and contemporary realities of Latino heritage. It is based on thorough research of centuries of Latino history and hundreds of interviews with Latinos (including myself), bringing to life our rich heritage and current reality.
Arana brilliantly highlights the historic role played in the Civil War by David Farragut, a Hispanic who was the rst admiral of the U.S. Navy. Farragut played a vital role in the Battle of Mobile Bay in 1864. When one of his ships was sunk by a naval mine (then referred to as torpedos), he told his o cers, “Damn the torpedos! Full speed ahead!”. His actions in the face of danger led the !otilla to victory. His father, Jordi Farragut Mesquida, a Spaniard, fought under the American !ag as a naval o cer during the Revolutionary War.
As a Floridian, I am also reminded that St. Augustine, Florida, holds a special place in Hispanic heritage as it is the oldest continuously inhabited European–established settlement in the U.S. Founded in
1565 by Spanish Admiral Pedro Menendez de Aviles, it predates the founding of Jamestown by 42 years and the arrival of the Pilgrims at Plymouth by 55 years.
e history of Hispanic heritage is a story of resilience, cultural richness, and enduring in!uence. From the early Spanish settlers to the vibrant communities of today, Hispanic heritage has been and will continue to be a fundamental part of the American experience. Hispanics represent the largest ethnic minority in the United States, accounting for nearly 20% of the population. is demographic has brought Hispanic heritage to the forefront of American culture. Hispanic heritage is not just about recognizing the past but looking forward to a future where Hispanic voices, traditions, and contributions are fully integrated into the fabric of American life.
1 Hispanic in this context is intended to be interchangeable with Latino, Latina, and LatinX.
2 Marie Arana, LatinoLand: A Portrait of America’s Least Understood Minority (2024) Simon & Schuster.
3 The original quote was “Dam the torpedos! Four bells, Captain Drayton, go ahead, Joutte, full speed” which was simpli!ed over the years.
on leadership and innovation.
Ralph de la Vega is the former vice-chairman of AT&T Inc. He is the author of the best-selling book “Obstacles Welcome: Turn Adversity to Advantage in Business and Life.” He is also a LinkedIn In uencer, posting regularly
LATINO ART LEADERSHIP
JATZIRI BARRON:
EXPLORING THE ARTISTIC INTERSECTION OF IDENTITY AND MIGRATION
By William Hanhausen Filippo Nenna Photography & Mileidy Zurita Photography Carlos Cuevas
In the intersection realm of art and genres, few artists have embraced the potential of these forms as seamlessly as Jatziri Barron. With a background in ne art and a penchant for bold experimentation, Jatziri explores the world of visual art and muralism, pushing the boundaries of traditional expression.
Jatziri's work is deeply in"uenced by her heritage, which she seamlessly integrates into her creative process. By drawing on her cultural roots, she experiments with a vast array of visual styles and techniques, creating works that are both innovative and visually striking. is fusion of human intuition and cultural legacy allows her to challenge the conventions of traditional art, resulting in murals and paintings that are as thought-provoking as they are beautiful.
A key aspect of Jatziri's work is her emphasis on narrative, composition, and visual harmony. Her heritage not only informs her creative vision but also guides her artistic sensibilities, ensuring that her work remains cohesive and aligned with her intended aesthetic. By pushing the limits of color theory and style blending, she creates what she calls "multicultural paintings"—dynamic works that layer diverse visual languages to
build rich, complex spaces. ese spaces can feel expansive and cavernous or "attened and vertical, shi ing the viewer's experience from observing a landscape to exploring the depths of their own mind or imagination.
Jatziri's art is characterized by a strong narrative and a deep sense of visual harmony. Her approach o en incorporates impressionistic techniques, using separate brush marks or dabs of paint to infuse her work with life, movement, and light. As she evolved, Jatziri transitioned to an expressionist style, using rough charcoal lines, marks, and smudges to suggest movement and evoke instinctive emotional responses. Her "multicultural paintings" are a vivid expression of this heritage, creating visual spaces that invite viewers to explore their inner worlds and connect with others.
Central to Jatziri’s work is her exploration of identity and memory, particularly in relation to migration and the experiences of immigrants. rough her art, she addresses broader themes of community, power structures, and the subtle imprints of transformative journeys.
ese motifs also resonate with her experience as an immigrant in the U.S., touching on broader issues of migration, limitations, and power dynamics. e gurative elements in her work appear like ghosts, memories, or looming clouds, sometimes disappearing behind other layers only to reemerge quietly. Jatziri ensures these gures remain signi cant without dominating the composition, re"ecting the subtle imprints of transformative journeys.
In"uenced by the Hispanic movement in the United States, Jatziri's work o en incorporates cultural motifs and iconography from various historical periods. Her art serves as a powerful tool for fostering connections, celebrating cultural pride, and a rming community bonds, with particular inspiration drawn from Indigenous cultures.
As a transnational artist born in Guanajuato, Mexico, now based in Houston, Texas, is deeply committed to using her art as a medium for community building. Her work celebrates cultural identity and diversity, em-
phasizing the power of art to bring people together across di erent backgrounds.
For Jatziri, the concept is a powerful means of communication, conveying complex ideas and emotions. In her work, guration represents the body, while abstraction delves into the mind, challenging common narratives around identity and power structures. Her pieces are integral to exploring poetic terrains, memory, interiority, and temporality, all deeply in"uenced by her experiences in Guanajuato.
As both an artist and a curator, Jatziri creates exhibitions that o er a deep dive into her artistic universe, with a particular focus on community engagement. Her annual "Womxn of Tomorrow" exhibition showcases the work of 15 Houston-based “Womxn” artists, presenting art intersecting visual arts, dance, and music. ese exhibitions explore recurring motifs, iconic representations of famous artists, and how the concept, serves as a conduit for expressing the complexities of identity and power structures.
In conclusion, her journey exempli es the transformative power of art and heritage, demonstrating how creativity can be ampli ed while preserving the essence of human expression. As she continues to push boundaries and strengthen communities, Barron's work stands as a testament to the unifying power of art.
ROJAS
NELLA
Alexis Langagne: The author is a passionate music listener and drummer, and his day job is being a Global Executive in the Information Technology industry; he can be reached at: langagne.alexis@gmail.com
FROM THE MARGARITA ISLAND TO CONQUERING THE BIG APPLE
is is my rst column dedicated to a single artist and based on a live interview, and Nella Rojas was the rst on my “Top 5 Innovative Latino Female Music Artists” column!
Alexis Langagne Darío Vázquez Carlos Cuevas
FROM THE Margarita Island in Venezuela, Nella has taken her career to the international arena – with a unique style blending her folk roots with jazz, indie, pop and other genres – call it “World Music”. Her creativity as songwriter, her sweet and powerful voice, and her personality make Nella an amazing artist!
Nella started her career in the USA, she wasn’t known in Venezuela when she le! – but has been back performing in sold-out concerts. She le! straight to Boston, graduating from Berklee, the best jazz school in the World. en she moved to NYC to pursue her dream as a songwriter and singer.
I’ve seen Nella twice in concert in Houston, rst in 2019 right before her Latin Grammy, we had a nice conversation. en we recently had a very enriching and enjoyable conversation in NYC and asked her these questions:
• If 100 years from now, you are remembered with one -and only one- song, which one would that be?
Nella picked “La Negra Atilia” above her classic “Me Llaman Nella”. e rst time I saw her live she opened singing it a capella and I was blown away, today she ends the concerts with it, as some sort of ritual – this song catapulted her career to the globe.
• At what point in your life did you decide to dedicate your life to music?
From her childhood, Nella was passionate and an admirer of Anglo music and singers, so as an 11-year-old she already had big dreams about becoming an artist transcending internationally – with a very supportive family, without musicians.
• Did you ever have a drawback in your career? Nella thinks that every day there are challenges for a young musician, you must work hard and love it every single day!
A real challenge was a!er growing up practicing daily, imitating Christina Aguilera and Celin Dion; she then le! Venezuela thinking to conquer the World singing jazz, but she soon realized that to di erentiate herself, she had to evolve leveraging her roots and not becoming a traditional jazz performer.
[No Chat GTP used]
• What is your next big project? It will be her next album to include only her own compositions. Nella will incorporate some of her roots, mixed with her new alternative music interests. Expect a very personal creation.
• What do you think about GenAI in music?
Nella doesn’t see GenAI replacing real art, she is a little concerned about it but one thing that gives her comfort is that “there is nothing like being in front of a stage with a human performing”.
Nella’s ultimate mission is to “create” art that really matters, that transcends and that stays with us forever. She is a phenomenal young artist; a beautiful soul, making our world better!
1O1 MOST INFLUENTIAL LATINOS
OUR 2024 most in!uential Latinos list is here!
Like every year, we have brought together 101 names representing Latino talent in different areas of expertise. ese leaders are spearheading the inclusion of our fellow Latinos in their various industries; they are a clear example of tenacity, talent, and hard work. is edition celebrates their achievements; we hope to continue seeing them thrive on their professional and personal journeys.
BUSINESS THADDEUS ARROYO
Chief
1
BUSINESS RAMON LAGUARTA
2
Thaddeus Arroyo is AT&T's current Chief Strategy and Development O cer of AT&T and has vast experience driving strategic growth through change and using technology to transform business models. He is one of the most recognized leaders in the Technology and Communications industry and has many recognitions, including the CIO Hall of Fame Award for individuals whose work has profoundly shaped the technology-driven business landscape and the 4 MIT Sloan CIO Leadership Award.
Born in Barcelona he is the CEO of PepsiCo, a global food and beverage leader with 23 brands generating more than $1 billion each in annual retail sales. Believer in purposeful leadership, sustainable performance, and fostering a culture of opportunity. Focused on simplicity, accountability, and executional excellence. He joined PepsiCo in 1996 and served as President of Developing Markets in Europe, CEO of Europe and Sub-Saharan Africa, and President of PepsiCo.
BUSINESS MARCELO CLAURE
3
BUSINESS CESAR CONDE
Six months after leaving his position as the CEO position at the SoftBank Group International, Marcelo Claure announced a new chapter in his career: he is the Founder & Chairman of Claure Capital, a multi-billion-dollar global investment rm focused on public and private companies in di erent industries. Claure is also also a member of multiple boards, and the president of Bolivia’s largest professional soccer team Club Bolívar, and the co-owner of the Spanish soccer team Girona FC.
As Chairman of NBCUniversal News Group, Conde oversees NBC News, CNBC, MSNBC, NBC News NOW, Telemundo, and NBCUniversal Local. Under his leadership, NBCU News Group became America's mostviewed news organization, reaching about seven in 10 adults monthly. He launched initiatives to enhance diversity across the organization. Previously, as Chairman of NBCU Telemundo Enterprises, he helped build it into a leading Spanish-language media company. In 2023, he received the Media Award from the Hispanic Heritage Foundation at the 36th Annual Hispanic Heritage Awards.
BUSINESS CASTULO DE LA ROCHA
President
@altamedhealths
5
During the 1970s, Castulo de la Rocha noticed that low-income neighborhoods struggled with essential health resources and changed their realities through AltaMed Health Services, which o ers a ordable health care for 300,000 patients each year and has a sta of 3,200 employees. In 2016, he was honored with the Action award from the PRIME Program at the David Ge en School of Medicine at UCLA and in 2017 he received the Medallion of Excellence from the Congressional Hispanic Caucus Institute (CHCI), among other recognitions.
BUSINESS RICHARD GONZALEZ
Chairman of the Board, AbbVie
@abbvie
@AbbVie
7
Andres was the leader of a reorganization of the company that resulted in the implementation of a cost savings model that has changed the way that AES does business and operates. These changes were implemented in 2011 and since that time, the company experiences a savings of more than $250 million per year. As a result of his e orts, AES was named by the Ethisphere Institute as one of the “World’s Most Ethical Companies. He set goals for the company that culminated in the inclusion of the company in the North American Dow Jones Sustainability Index and that has been ongoing for the past years.
Richard Gonzalez is Chairman of the Board and former Chief Executive O cer of AbbVie, a global biopharmaceutical company that employs approximately 47,000 people worldwide and markets medicines in more than 175 countries. Prior to AbbVie’s separation from Abbott in January 2013, Gonzalez was a 30-year Abbott veteran. He served as President and Chief Operating O cer of Abbott before brie y retiring in 2007. He also held various senior leadership positions in Abbott’s medical products business.
Jorge Mas is a business leader, entrepreneur, philanthropist and an active defender of human rights. MasTec is expected generate $13 billion in revenue in 2023.Mas is also the managing partner of a Private Equity Group which manages a diverse portfolio of operating companies and investments. Jorge Mas is Managing Owner of the recently awarded Miami Major League Soccer franchise. He Mas is the Chairman of the Board of the Cuban American National Foundation (CANF) founded in 1981 and dedicated to the promotion of a free and democratic Cuba. He is also president of soccer team Real de Zaragoza.
BUSINESS CARLOS ABRAMS-RIVERA
CEO and Member of the Board of Directors,
9
BUSINESS DANIEL LUBETZKY
Prior to joining Kraft Heinz, Abrams-Rivera served as Executive Vice President of Campbell Soup Company since 2019 and President, Campbell Snacks from 2018 to 2020. Prior to that, Abrams-Rivera was President, Pepperidge Farm from 2015 to 2018, where he led the turnaround of the business and led the strategic work that led to the company’s snack strategy and acquisition of Snyder’s Lance. Abrams-Rivera previously spent 21 years in leadership roles with the business that is today known as Mondelēz International.
Daniel Lubetzky is a social entrepreneur best known for founding KIND Snacks. With the introduction of KIND’s rst fruit and nut bar in 2004, Daniel and KIND created an entirely new snacking category. Daniel has since grown KIND into a multi-billion-dollar health and wellness platform on a mission to make the world a little kinder. The son of a Holocaust survivor, Daniel’s rst major foray into business began with PeaceWorks, a venture that used market forces to bring neighbors in Middle Eastern con ict regions together. 12
Javier Rodriguez is the Chief Executive O cer of DaVita Inc. He is an experienced leader committed to transforming care delivery for patients with kidney disease. He is passionate about accelerating the digital transformation and delivering customized care to each patient while lowering costs for the health care system. In more than 20 years with DaVita, he has continued fostering a powerful sense of inclusivity and community among teammates and patients.
Enrique Lores has a degree in electrical engineering from the Polytechnic University of Valencia and started his journey at HP in 1989 when he was hired as an engineering intern and navigated through di erent positions in the company. In 2017 he was named the President and CEO of HP Inc. He s committed to make HP Inc. the most sustainable technology company in the world. He also serves on the boards of PayPal, Silicon Valley Leadership Group, and ESADE Business School. 10
Alvaro has transformed the produce industry by delivering innovative marketing strategies that not only defy established paradigms but also deliver impressive results. With more than 28 years of marketing experience in the CPG and produce industries. Under Alvaro’s leadership, AFM has led the growth of U.S. avocado consumption to more than 2.5 billion pounds per year, and today, 8 in 10 avocados in the U.S. come from Mexico. Alvaro’s vision for making AFM the first fresh produce brand to advertise in the Super Bowl is one of many industry firsts that have positioned AFM as the most preferred brand of avocados in the U.S. and one of the most innovative produce companies in the world. 15
BUSINESS ANTONIO NERI
Prior to Ingersoll Rand, Vicente served as chief executive officer of Gardner Denver and was a member of its board of directors. In this role, he was responsible for driving overall growth and profitability leading to the IPO of Gardner Denver in May 2017 and subsequently in early 2020 acquiring the Ingersoll Rand Industrial Segment. Vicente has led a tremendous value creation increasing the enterprise value by more than 7x over the past five years.
Antonio Neri is the President and Chief Executive Officer of Hewlett Packard Enterprise. His journey at the company started over two decades ago, and he has held numerous leadership positions, including Executive Vice President and General Manager. Antonio led the strategy, development and introduction of many breakthrough innovations at HP and HPE, including HPE Apollo, the industry-leading high-performance compute platform; HPE Superdome X, the world’s most scalable and modular in-memory computing platform.
President and chief executive officer of Edison International, the parent company of Southern California Edison. He started his journey in the company in 1999 and served in several executive roles. Prior to SCE, he was a senior engagement manager with McKinsey & Company. Pedro currently serves on the boards of Edison International, Southern California Edison, 3M, Edison Electric Institute and Caltech. He co-chairs the Electricity Subsector Coordinating Council, which is the principal liaison between the federal government and the electric power industry.
BUSINESS GUILLERMO PERALES
17
Guillermo Perales began his journey into the world of franchise ownership with a single store in 1997. Today, Sun Holdings’ portfolio features over 800 locations that employ nearly 17,000 people and generate revenue of over $1.3 billion dollars a year. Sun Holding’s properties include Burger King, Popeyes, Arby’s and Krispy, T-Mobile, and Taco Bueno which brand is owned by Sun Holdings, among others. His impressive acquisitions have positioned Perales as the second largest franchise owner and the top Hispanic franchisee in the country.
BUSINESS
JOSE ALMEIDA
19
Jose Almeida was named Chairman, President and Chief Executive Ofcer of Baxter in January 2016. He is now leading the company through a period of dynamic transformation powered by accelerated innovation, operational excellence and strategic execution. Previously, Almeida served as chairman, president and chief executive o cer of Covidien plc from 2012 through 2015 and was named a director of the company in 2011. He also served in several leadership roles at Covidien's predecessor, Tyco Healthcare.
BUSINESS JORGE PEREZ
Chairman, Chief Executive O cer, Founder of The Related Group, Inc. Argentinian, Cuban-American @Related_Group @related_group
Billionaire real estate developer Jorge M. Perez has created an empire. He has built his fortune by building and operating low-income multifamily apartments across Miami, then branched o into rental apartments before becoming one of the most proli c high-rise condo builders in the Southern United States. The rm has built and managed over 60,000 apartments and condominium residences. Its current portfolio represents assets under development of more than $10.7 billion.
BUSINESS DARREN REBELEZ
Since 2019, Darren Rebelez has been the President and Chief Executive O cer of Casey’s General Stores, Inc., where his goal is to ensure they’re making life better for guests and communities every day. He has a career of more than two decades in operations, marketing and merchandising in the convenience retail, fuel and restaurant industries, including leadership roles at IHOP, 7-Eleven and ExxonMobil. Since 2013. he is an advisory board member at the Children of Fallen Patriots Foundation.
JOSÉ R. MAS
Chief Executive O cer, MasTec, Inc American
@JoseRMas
2007 Appointed CEO 2011 Ernst & Young National Entrepreneur of the year award 2012 Features on CBS hit show Undercover Boss.
Mas was appointed CEO of MasTec in 2007 and during his tenure MasTec’s revenues have grown more than 1,300%. Since assuming the top executive position at MasTec, Jose has diversi ed the company into the growing elds of construction and maintenance of wireless infrastructure, electric transmission and distribution lines, wind, solar and other renewable energy sources, heavy civil, industrial and pipeline infrastructure while expanding its traditional communications business. Jose Mas has grown up in the business, and over the last three decades, has worked his way from the eld to the executive suite.
BUSINESS NINA VACA
Chairman and CEO, Pinnacle Group Ecuadorian
@ninavaca
@ninavaca
2005 Ernst & Young,
23
Robert Sanchez is Chairman and Chief Executive O cer of Ryder System, Inc., a FORTUNE 500® commercial eet management, dedicated transportation, and supply chain solutions company. Over the course of two decades at Ryder, Sanchez has served in senior executive leadership positions in operations, nance, and information technology. He has been a member of the company’s Executive Leadership Team since 2003. Sanchez is also part of many boards of directors, including the Association of Cuban Engineers and Texas Instruments.
Nina Vaca is an award-winning entrepreneur, CEO, board member, and philanthropist who is on a mission to connect people with opportunity. In 1996, she founded Pinnacle Group, which has grown into the largest Hispanic-owned global workforce solutions company in the country. Serving over 20% of the Fortune 100, Pinnacle Group’s global reach includes 20 countries and counting. Featured on the Sta ng Industry Analysts’ Global Landscape and Di erentiators 2024, Pinnacle Group is among the top companies in its industry globally.
Argiz is a prominent leader in the accounting industry, known for transforming MBAF into a national powerhouse. His strategic vision and commitment to community service have earned him numerous accolades. Argiz's dedication to mentorship and diversity initiatives continues to shape the future of the accounting profession and support the next generation of leaders.
South Florida Market President American
FelipeFBasulto
2008 South Florida Market President, signi cantly expanding the bank's regional presence. 2023 Co-chaired United Way Miami’s 2023-2024 annual community campaign, focusing on vulnerable families in Miami-Dade County. Active on numerous boards, including the Greater Miami Chamber of Commerce and the South Florida Hispanic Chamber of Commerce. 2024 Continued expansion e orts for TD Bank and increased involvement in local organizations.
Basulto is a prominent gure in the banking industry in South Florida, serving as the South Florida Market President for TD Bank. His leadership has been pivotal in expanding the bank's footprint in the region and enhancing its community involvement. Basulto’s commitment to supporting local communities is evident through his leadership roles in various organizations and initiatives aimed at improving education, workforce development, and nancial stability. His contributions to the Hispanic community and the broader banking industry highlight his signi cance as a business leader in Florida.
COMMUNITY SOL TRUJILLO
Co-Founder, L'Attitude American
@LATTITUDEevent
@lattitudeevent
27
BUSINESS FERNANDO DELEON
1999 Presented with the Ronald H. Brown Corporate Bridge Builder Award by President Clinton for creating opportunities for women and minorities 2000 Corporate Recognition Award from A Better Chance, for his commitment to supporting and advancing educational opportunities for students of color 2008 Named “CEO of the Year” by Australian Telecom Magazine, recognizing achievements in the privatization and transformation of Telstra
Sol Trujillo is an international business executive and global CEO with three decades’ experience in the rapidly-changing telecommunications and media industries. As a CEO of global companies he has managed operations in more than 25 countries. He's a digital pioneer and an early advocate of the mobile Internet to stimulate productivity and advance innovation across all sectors of the economy. He's the Co-Founder of the event L'Attitude which along with NAHREP bring an impressive line up of Speakers avery year. He and his partners recently lunched L'Attitude Ventures, a Venture Capital rm to support Latino owned business in technology and other areas.
Fernando De Leon is the founder and CEO of Leon Capital Group, a holding company overseeing twelve independently-managed subsidiaries in the three divisions: nancial services, healthcare and real estate. Leon is not a private equity fund, it operates as a family holding company that takes the lead conceiving, developing, owning, and operating businesses. De Leon is a co-founder of Crexi, one of the largest digital marketplaces connecting buyers, sellers, landlords and tenants in the commercial real estate sector.
COMMUNITY RAMIRO CAVAZOS
Ramiro Cavazos is President and Chief Executive O cer of the USHCC. He is a trusted economic development expert and champion for bipartisan solutions that generate wealth to advance economic opportunity for the Hispanic community. Prior to his role at the USHCC, Ramiro was the President and Chief Executive O cer of the San Antonio Hispanic Chamber of Commerce (SAHCC). Ramiro has shared his views on Latino entrepreneurship, small business growth, trade, and commerce on various media outlets.
COMMUNITY JANET MURGUIA
President and CEO of UnidosUSA Mexican-American
@JMurguia_Unidos
29
1994 - 2000 Served as Deputy Assistant to President Clinton, providing strategic and legislative advice to the president on key issues 2001 She joined the University of Kansas as executive vice chancellor for university relations 2005 Murguía has sought to strengthen UnidosUS work and enhance its record of impact as a vital American institution. She received the University of Kansas (KU) Law Alumni Association Distinguished Alumnus/na Award
Janet Murguía has devoted her career in public service to opening the door to that dream to millions of American families. Now, as a key gure among this generation of leaders in the Latino community, she continues this mission as President and CEO of UnidosUS (previously known as NCLR, the National Council of La Raza), the largest national Hispanic civil rights and advocacy organization in the United States. She emphasized on turning Latino growth into empowerment through the Latino vote.
COMMUNITY GLORIA GONZALES-DHOLAKIA
31
President and CEO Latino Victory Project American
@drgloriaggd
@drgloriaggd
2013 Joined as Consultant for DigitalMom.me
COMMUNITY GARY ACOSTA
President, NAHREP
@garynahrep @garyacosta7025
Gonzales-Dholakia joins Jolt after serving as Executive Director of the Hanger Foundation, where she tripled the Foundation’s revenue and developed a new scholarship program for students of color entering the orthotic and prosthetic elds. She is the rst Latina to be elected as a school board trustee for the Leander Independent School District.
Co-Founder and CEO of the National Association of Hispanic Real Estate Professionals (NAHREP) and a 25-year veteran of the housing industry. NAHREP is the largest Hispanic business organization in America. He founded several successful mortgages, real estate and technology companies, including Prado Mortgage, New Vista Asset Management, CounselorMax, and RealEstateEspanol.com. NAHREP brings a huge attendance of it's members to the L'Attitude event every year. Gary is a Co-Founder of L'Attitude Ventures, which provides funding and investment money to hispanic owned companies.
COMMUNITY MARIA TERESA KUMAR
María Teresa Kumar, Voto Latino’s founding president, is an American activist and social entrepreneur and an Emmy-nominated MSNBC contributor seeking to shake up the political process. Leveraging youth, technology, social platforms and in uencers, Voto Latino reaches 6.5 million monthly. Voto Latino is a key civic engagement organization, registering 500,000+ voters.
COMMUNITY HÉCTOR SÁNCHEZ BARBA
Executive
COMMUNITY KICA MATOS
President of the National Immigration Law Center (NILC) and the Immigrant Justice Fund (IJF)
Héctor Sánchez Barba is the Executive Director and CEO of Mi Familia Vota, a Senior Fellow at GW Cisneros Hispanic Leadership Institute, and the Chair Emeritus of NHLA (National Hispanic Leadership Agenda). In these roles, he is an indefatigable voice advancing policy priorities, civic participation and ghting systemic injustices against Latinos, immigrants and the most vulnerable communities. Previously, Hector has worked in non-pro t organizations.
She is also a Distinguished Practitioner at Yale University’s Brady Johnson Program in Grand Strategy. Kica joined NILC and IJF as executive vice president of programs and strategy in January 2023. Prior to this, Kica was vice president of initiatives at the Vera Institute of Justice. She also served as the director of immigrant rights and racial justice at the Center for Community Change. She has extensive experience as an advocate, community organizer, and lawyer.
COMMUNITY OZZIE GROMADA MEZA
Acting
COMMUNITY ANA MARIE ARGILAGOS
President & CEO, Hispanics in Philanthropy Puerto Rican-American
@AM_Argilagos
@anamarieargilagos
36
2010 Deputy Assistant Secretary, O ce for International & Philanthropic Innovation 2013 Adjunct Professor at New York University 2014 Senior Advisor Ford Foundation
Ozzie brings 10+ years of direct corporate experience and 5 years of entrepreneurial experience. He developed his expertise in boutique and Fortune 50 organizations. Prior to joining LCDA, Ozzie was an intelligence lead at JamesDruryPartners, a leading board advisory services rm, where he focused on aligning C-level executives backgrounds with Board of Director opportunities. During his hiatus from corporate America, his entrepreneurial spirit led him to build the award-winning Gromeza Design Studio focused on small to mid-event production.
Ana Marie Argilagos is the President and CEO of Hispanics in Philanthropy (HIP) and is guiding the organization with a bold vision: to usher in a new generation of philanthropy that is for, by, and about the Latino community. Under her leadership, HIP has spearheaded rapid responses to the biggest challenges facing Latinos today. Ana Marie is an entrepreneurial thinker with a track record of working within and between the philanthropic, public, and nonpro t sectors.
COMMUNITY FLORENCIA VELASCO FORTNER
Chief Executive O cer, The Concilio
37
Velasco Fortner is a highly respected non-pro t executive with more than 25 years of experience in community organizing, child advocacy, and Latino Leadership. Her focus on parental engagement has had a signi cant impact by improving the lives of low-income and immigrant families. As CEO she has grown the organization from a $400k budget to 5.4M. The organization impacts over 20,000 individuals annually eliminating the cycles of generational poverty in the slating community.
Marco A. Davis is President and CEO of the Congressional Hispanic Caucus Institute (CHCI), a national nonpro t organization dedicated to developing the next generation of Latino leaders. Davis has over 25 years of experience and was a partner at New Pro t and he served in the Obama Administration as Deputy Director of the White House Initiative on Educational Excellence for Hispanics and as Director of Public Engagement for the Corporation for National and Community Service.
COMMUNITY MILDRED GARCIA
COMMUNITY KRISTIE DE PEÑA
García is the rst Latina appointed to oversee the CSU's 23-campus system. As AASCU president since 2018, García has been a strong advocate for public higher education at the national level, working to in uence federal policy and regulations on behalf of 350 member colleges and universities. She is the rst Latina to lead one of the six presidentially based higher education associations in Washington, D.C.
De Peña has over a decade of experience leading initiatives to shape policy at the national level. She is known for her expertise in analyzing complex issues, crafting innovative policy solutions, and building coalitions to e ect change.
COMMUNITY JUAN CARTAGENA
President and General Counsel at LatinoJustice PRLDEF (Puerto Rican Legal Defense and Education Fund) American
LatinoJustice
41
1980s Started career in civil rights and public interest law 2023 Led e orts to protect Latino voting rights, challenge voter suppression, and support immigrant rights 2024 Expanded programs for Latino youth in legal education and civic engagement; advocated for police reform to address systemic discrimination.
Cartagena’s leadership at LatinoJustice PRLDEF highlights his dedication to civil rights and social justice. In 2023, he protected Latino voting rights and supported immigrants through legal advocacy and policy changes. In 2024, he expanded educational programs for Latino youth and advocated for police reform to combat systemic discrimination. His work continues to make a signi cant impact on Latino communities in the United States.
CULTURE RICARDO ALBERTO MALDONADO
President and Executive Director, Academy of American Poets
Puerto Rico
@ricarditomaldonado
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1999-2003 Bacherlor of Arts, English / Minor: Art and Art History 2004-2008 Master of Fine Arts, Writing 2023 President and Executive Director of the Academy of American Poets
Ricardo Alberto Maldonado was born and raised in Puerto Rico Previously, he served as the co-director of 92NY’s Unterberg Poetry Center in New York City. Maldonado is the board chair of the Poetry Project and serves on the board of directors of the New York Foundation for the Arts and the Poetry Committee of the Brooklyn Book Festival. He is the recipient of fellowships from the New York Foundation for the Arts, CantoMundo, Queer|Art|Mentorship, and the T. S. Eliot and Hawthornden foundations.
CULTURE GUSTAVO DUDAMEL
43
Music Director at Simon Bolívar Symphony Orchestra of Venezuela/ Music and Artistic Director at Los Angeles Philharmonic Venezuelan @gustavodudamel
2009 Named one of Time’s 100 most in"uential people 2014 Received the Leonard Bernstein Lifetime Achievement Award from the Longy School of Music 2016 Awarded the Americas Society Cultural Achievement Award 2018 Honored with the Pablo Neruda Order of Artistic and Cultural Merit 2019 Received the Konex Foundation Classical Music Award, ISPA Distinguished Artist Award, Gish Prize, and Paez Medal of Art 2022 Won a Grammy for Mahler’s Symphony No. 8
Gustavo Dudamel is currently the Music & Artistic Director of the Los Angeles Philharmonic and Music Director of the Opéra National de Paris and Simón Bolívar Symphony Orchestra. One of the most decorated conductors of his generation, he started studying music during his childhood and became the Music Director of the Amadeus Chamber Orchestra at the age of 13 and received international recognition after winning the Bamberger Symphoniker Gustav Mahler Competition.
CULTURE ANA
DE ORBEGOSO
Visual Artist and experimental Video Artist Peruvian
2009
@anadeobregoso
44
Ana De Orbegoso is a New York based Peruvian multidisciplinary visual artist. She is recognized for her socially engaged and participatory art practice. Through the use of historical iconography, she explores aspects of gender, identity and collective memory, in photography, videos, sculptures, street projections, installations and multimedia productions. Her project “Urban Virgins”, a decolonial project, is being exhibited since 2006 around Peru’s di erent regions (+35), as an ongoing itinerant exhibition and performance with local artists’ participation.
CULTURE DANNY VARGAS
President, VARCom Solutions
Puerto Rican-American
@dvargas
@dannyvargas01
45
2007 - 2008 Chairman of the Dulles Regional Chamber of Commerce ( rst Hispanic to chair a mainstream chamber in the history of Virginia) 2009 appointed by Congress to serve on a bipartisan commission to study the creation of an American Latino Museum under the Smithsonian Institution 2010 Appointed to the Virginia Board of Workforce Development
Danny is Chairman Emeritus of the Friends of the National Museum of the American Latino, after having led a national, bipartisan e ort to successfully pass the authorization bill in Congress. He is the Secreterary of the Virginia State Advisory Committee to the US Comission on Civil Rights and Chairman of Leadership Fairfax. He was an executive at AOL, France Telecom, and Global One leading multinatiional sales adn marketinng e orts in Latin America and Europe.
@vincentvaldez77
Vincent Valdez is recognized for his monumental portrayal of the contemporary gure. His drawn and painted subjects remark on a universal struggle within various socio-political arenas and eras. He states, “My aim is to incite public remembrance and to impede distorted realities that I witness, like the social amnesia that surrounds me.” Without a doubt, one of the most in uential artists today.
CULTURE JORGE ZAMANILLO
Founding director, Smithsonian's National Museum of the American Latino Cuban-American
@Jorge_Zamanillo
@jzamanillo
47
CULTURE CLAUDIA PEÑA
Zamanillo is the founding director of the Smithsonian’s National Museum of the American Latino, which Congress established in December 2020. He is providing leadership and strategic direction for the museum. In addition, he is guiding the museum’s comprehensive plan to preserve, document, display/interpret and promote knowledge of U.S. Latino history, art and culture. Previously, Zamanillo was the executive director and CEO of HistoryMiami Museum.
Peña has gained prominence in the art world for her ability to fuse cultural traditions with contemporary techniques. Her work not only pays homage to Mexico's indigenous roots but also invites the audience to reconsider the relationship between the past and the present. She has been part of signi cant exhibitions in galleries and museums, and her work has been recognized for its originality and conceptual depth.
Producing
Relevant in the U.S. theater scene, notably as the new Producing Artistic Director of GALA Hispanic Theatre in Washington, D.C. With over 15 years of experience, including leadership roles at Teatro Dalla, Ott is recognized for promoting Hispanic cultural expression and excellence in theater. His appointment underscores his commitment to advancing Latino and Latin American arts, enriching cultural diversity in the nation's capital and beyond.
Silvana brings a wealth of experience from her leadership roles in the U.S. and Latin America, as well as a proven reputation for empowering leadership teams and individuals to reach their potential. She is passionate about developing talent, driving an inclusive workplace and excels at connecting the dots to deliver business results. Prior to her current role, Silvana was the Head of Commercial Banking Talent, Diversity & Inclusion at JPMorgan Chase.
LUIS MAIZEL
FINANCE EDUARDO TOBON
Maizel has been a leader in the Hispanic community throughout his adult life, and previously served as a Director of United PanAmerican Financial Corporation, Paci c Commerce Bancorp, and Vibra Bank, the rst Hispanic community bank in San Diego. He has also been a board member of the United States Board of Directors of Nacional Financiera (NAFIN, Mexico’s National Development Company), and was Board Chairman of the Hispanic National Mortgage Association. In addition, he held a seat on the Wells Fargo San Diego Community Board. Maizel is equally devoted to education.
As a Latino Segment Head at BMO, he leads the bank’s e orts to grow and expand the overall business in the United States with Hispanic/Latino-led-and-owned companies, owners, and employees by partnering with a large network of in uencers and decision makers externally and relationship managers internally. He is also leveraging BMO’s EMpower 2.0, a 5-year commitment $40 billion Community Bene ts Plan, and a multi-million dollar Investment Fund focused in both private equity and venture capital to the segment.
Co-Founder & Managing Partner, Clearlake
José co-founded the SUPERCHARGED Initiative, a philanthropic grantmaking and impact investment organization, in 2014 with his wife, Kwanza Jones. The Initiative invests in both nonpro ts and for-pro t ventures that are compatible with its goal to make a lasting impact across four key priorities: Education, Entrepreneurship, Equal Opportunity and Empowerment. In addition, Feliciano serves on the board of directors of the Robert Toigo Foundation and Robert F. Kennedy Human Rights.
Raul is President of Business Banking, one of Bank of America’s eight lines of business, and is a member of the company’s executive management team. He leads a nationwide team that serves mid-sized businesses with annual revenues of $5 million to $50 million by delivering nancial advice and solutions to help companies grow, improve cash ow, and invest for the future. Additionally, Raul serves as Bank of America's President for the Greater Los Angeles region and its 8,000 associates.
Romero Rainey led ICBA e orts to di erentiate community banks from larger nancial institutions following 2023 bank failures, leading the FDIC to exempt most community banks from its proposed Deposit Insurance Fund special assessment.
Mayra was the rst Mexican-born woman to be elected to the United States House of Representatives, she served the 34th District of Texas on the Homeland Security and Agriculture Committees after our historic special election victory in 2022. She was born and raised with humble beginnings in Burgos, Tamaulipas, Mexico. She is a proud U.S. Customs and Border Protection (CBP) wife.
25th Secretary of the Department of Health and Human Services
GOVERNMENT ALEJANDRA OCASIO CORTEZ
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In 2021, Xavier Becerra became the rst Latino to hold the position of Secretary of the Department of Health and Human Services in the United States, where they battled the pandemic. Previously, he was the 33rd Attorney General Incumbent of California, where he led a campaign to protect the A ordable Care Act from being dismantled by his Republican counterparts. He has also been vocal in the Democratic Party about ghting for women’s health.
59 GOVERNMENT TED CRUZ
One of only three Latinos in the Senate, Cruz was among the rst Republicans to announce his candidacy in the 2016 U.S. Presidential Election. Previously he served as the rst Hispanic (and youngest) Solicitor General of Texas, the State’s chief lawyer before the U.S. Supreme Court. He suspended his presidential bid in May 2016. He returned to the Senate to resume his ght to require the Library of Congress to use the term ‘illegal aliens’. At the 2016 Republican Convention, he de ed the GOP denying Trump his endorsement, urging the audience to “vote their own conscience.”
Congresswoman from NY - 14th District Mexican-American @AOC
2016 worked as an organizer for Bernie Sanders's presidential campaign 2018 won the Democratic Party's primary election for New York's 14th congressional district 2021 sworn-in for her second term in Congress.
Controversial and sometimes viewed as a radical democrat, Alexandria Ocasio-Cortez is an American Democratic Congress Representative who made headlines in 2018 by beating a 10-term New York Democrat incumbent in a congressional primary before becoming the youngest woman ever elected to Congress at the age of 29. She quickly gained a reputation as an e ective questioner in committee hearings, and over her rst term, she introduced a total of 23 pieces of legislation, including the Loan Shark Prevention Act, which would cap credit card interest rates at 15%.
GOVERNMENT BEN RAY LUJÁN
U.S. Senate
Mexican
@benraylujan @benraylujan
2004
In 2018, Ben Ray successfully chaired the Democratic Congressional Campaign Committee, leading the Democratic e ort to take back the majority in the U.S. House while electing the most diverse and youngest Congress in history. As Assistant Speaker of the U.S. House of Representatives, Ben Ray is the highest-ranking Hispanic in Congress and has helped put forward a people- rst legislative agenda that addresses disparities to help all Americans achieve equity.
GOVERNMENT ERIC GARCETTI
61
Ambassador of the United States of America to the Republic of India
Mexican-American
@ericgarcetti
@mayoro a
GOVERNMENT SUSANA MENDOZA
Comptroller, State of Illinois
Mexican
@susanamendoza10
@ilcomptroller
62
2000 elected to the Illinois House of Representatives as the youngest member of the Illinois General Assembly 2011 was elected Chicago City
Native Angeleno, LA’s mayor, Democrat Eric Garcetti, has earned his B.A and Masters at Columbia University but returned to his hometown to roost. Garcetti’s political career launched in 2001 when elected representative of the 13th district to the Los Angeles City Council, where he served four terms as President of City Council. He was elected Mayor of Los Angeles in 2013 and re-elected in 2017, He is also a former Lieutenant in the U.S. Navy reserve. 63
GOVERNMENT ALEJANDRO MAYORKAS
Secretary of Homeland Security
Cuban-American
@AliMayorkas
@alimayorkas
1996 - 1998 served as Chief of the O ce's General Crimes Section, overseeing the training and trial work of all new Assistant United States Attorneys in the Criminal Division 1998 appointed as the United States Attorney for the Central District of California, becoming the country's youngest United States Attorney 2009 appointed by President Obama as the director of U.S. Citizenship and Immigration Services 2021 was sworn in as Secretary of the Department of Homeland Security by President Biden
Mayorkas was sworn in as Secretary of the Department of Homeland Security by President Biden in 2021 and became the rst Latino and immigrant con rmed to serve as Secretary of Homeland Security. He has a 30-year career as a law enforcement o cial and a nationally-recognized lawyer in the private sector. Previously, he served as the Deputy Secretary of the U.S. Department of Homeland Security (2013-2016) and as the Director of U.S. Citizenship and Immigration Services (2009-2013).
Susana Mendoza was elected Illinois Comptroller in 2016 and she is the rst Hispanic independently elected to statewide o ce in Illinois. As Comptroller, Mendoza led a transparency revolution because she believes taxpayers deserve to know how their tax dollars are being spent. She fought for and passed, over Governor Rauner’s veto, the Debt Transparency Act, requiring State agencies to report monthly, instead of annually, the number of unpaid State bills they are holding.
GOVERNMENT MICHELLE LUJAN-GRISHAM
@GovMLG
@michellelujangrisham
Michelle Lujan Grisham is the rst Democratic Latina to be elected governor in the U.S. She has implemented a series of policies to transform New Mexico’s public education system, expanding the state’s economy to include more high-quality employment opportunities and preserving New Mexico’s air, land and water. She introduced and led the push for Care Corps, a caregiving initiative that places volunteers in communities to provide non-medical services to seniors and individuals with disabilities.
CHAVEZ RODRIGUEZ
Senior
GOVERNMENT MARCO
U.S. Senator from FL- R Cuban-American
Julie Chavez Rodriguez was born in Delano, California, and currently serves as Senior Advisor and Assistant to the President and Director of the White House O ce of Intergovernmental A airs. Previously, she served as a Deputy Campaign Manager on the Biden-Harris presidential campaign and was the National Political Director and traveling Chief of Sta for then-Senator Kamala Harris’ presidential campaign. She also served as California State Director in her Senate o ce.
GOVERNMENT ISABELLE CASILLAS GUZMAN
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Isabella Casillas Guzman has made supporting small businesses her life’s work, and she was sworn in as the 27th Administrator of the U.S. Small Business Administration in 2021. She serves as the voice for America’s 32.5 million small businesses and innovative startups in President Joe Biden’s Cabinet. She started working beside her father in his chain of veterinary hospitals in Southern California and gained a deep appreciation for the small business.
Marco Rubio has represented Florida in the United States Senate since 2010. Non-partisan analyses by GovTrack and the Center for Effective Lawmaking ranked Rubio the Senate’s number two leader and most e ective Republican in 2020. Senator Rubio currently serves as Vice Chairman of the Senate Select Committee on Intelligence, where he oversees our nation’s intelligence and national security apparatus. He is also a member of the Foreign Relations Committee, where he ghts to promote human rights. 68
GOVERNMENT MIGUEL CARDONA
Secretary of Education American
@SecCardona
2001 Graduated from the University of Connecticut with a master's degree in bilingual and bicultural education 2013-2015: Performance and evaluation specialist 2015-2019 Assistant superintendent for teaching and learning 2019-2021 Commissioner of the Connecticut Department of Education 2021 U.S. Secretary of Education
Cardona began his career in education as an elementary school teacher and became the youngest principal in Connecticut at the age of 28. He worked in this role for a decade before becoming the superintendent for teaching and learning in Meriden, Connecticut. In 2019, Connecticut Gov. Ned Lamont (D) appointed Cardona as the state education commissioner. Since 2021, he is the 12th United States Secretary of Education under President Joe Biden.
GOVERNMENT SONIA SOTOMAYOR
Justice of the Supreme Court of the U.S. Puerto Rican-American
@soniafromthebronx
Sonia Sotomayor earned a B.A. in 1976 from Princeton University, receiving the Pyne Prize, the highest academic honor Princeton awards to an undergraduate. Later, she entered the record book as the rst Hispanic and the third woman to serve on the High Court. In 2009, President Barack Obama nominated her as an Associate Justice of the Supreme Court. She is also vocal on the Court’s rulings and remains outspoken about decisions that she believes go against the interests of the American people.
GOVERNMENT
CATHERINE CORTEZ
American lawyer, politician, and diplomat who is the United States ambassador to Mexico. He previously served as the 50th United States Secretary of the Interior in the administration of President Barack Obama, where he had a lead role on the Obama-Biden agenda on energy and climate, the nation’s conservation agenda including America’s Great Outdoors, and Indian Country. Ambassador Salazar has been a lifelong ghter for civil rights and the inclusion of Latinos in the American dream.
American lawyer, politician, and diplomat who is the United States ambassador to Mexico. He previously served as the 50th United States Secretary of the Interior in the administration of President Barack Obama, where he had a lead role on the Obama-Biden agenda on energy and climate, the nation’s conservation agenda including America’s Great Outdoors, and Indian Country. Ambassador Salazar has been a lifelong ghter for civil rights and the inclusion of Latinos in the American dream.
NydiaVelazquez
Rep_velazquez
Cortez Masto advocates for comprehensive immigration reform, healthcare expansion, and economic development. She supports DACA, the A ordable Care Act, and e orts to address the opioid crisis. Her focus includes job creation, small business support, and renewable energy. She also champions women's rights and environmental sustainability.
GOVERNMENT ANTONIO VILLARAIGOSA
Padilla grew up in the San Fernando Valley and studied Mechanical Engineering at the Massachusetts Institute of Technology. He was drawn to politics in response to California’s anti-immigrant Proposition 187. Padilla was elected to the Los Angeles City Council in 1999 and the State Senate in 2006. As California’s Secretary of State, he oversaw a historic expansion of voting rights and voter participation. Padilla currently serves as Chairman of the Senate Judiciary Subcommittee on Immigration, Citizenship, and Border Safety. He is a member of the Senate Committees on Budget; Environment and Public Works; Homeland Security and Governmental A airs; Judiciary; and Rules.
SCIENCE NANETTE COCERO
Cocero is a seasoned pharmaceutical executive with over 25 years of experience in diverse leadership positions. Most recently, Cocero was the Global President of P zer Vaccines where she led an over $30B global business and managed a diverse vaccines portfolio aimed at protecting lives at all stages, from infants to older adults. Cocero was responsible for the development, global commercialization, and delivery of >2B doses of the P zer-BioNTech COVID-19 Vaccine to 152 countries and territories around the world. Throughout her 21-year tenure at P zer, she held a number of senior positions touching every market of the world, from United States, Europe and Japan to emerging markets.
Mayor Villaraigosa served as the 41st Mayor of Los Angeles. In his mid-twenties, he was elected President of the American Federation of Government Employees. In 1994, Villaraigosa was elected to the California State Assembly and three years later, was elected Assembly Speaker. In 2005, he was sworn in as the 41st Mayor of Los Angeles. Villaraigosa was a candidate for Governor of California in 2018.
José is Senior Advisor to the Director of the White House O ce of Science and Technology CORD19 Project and is Senior Advisor to the NASA AI Breathing Space Initiative. He is also Chief Medical Innovation O cer for Liberty BioSecurity and CEO and Founder of Ad Astra Media LLC.
SCIENCE DANIEL COLÓN-RAMOS
She has dedicated her career to improving the health of Latino communities in the United States. As president of NHMA, Dr. Rios has advised the White House, the Department of Health and Human Services, and other government agencies.
Colón-Ramos is a distinguished professor at Yale School of Medicine, where his pioneering research on neural circuits has advanced the understanding of how these networks control behavior. His recent publications in 2023 have provided critical insights into neural development, while his advocacy for diversity in science continues to create opportunities for underrepresented minorities. In 2024, Colón-Ramos secured signi cant grant funding to expand his research on neural circuits and their impact on neurological diseases. His community engagement efforts further highlight his commitment to fostering the next generation of diverse scientists.
Born in Mexico, Isaac Alarcón started playing football at the age of 14 at Club Pumas. Alarcon is now playing with the 49ers. He originally entered the NFL after signing with the Dallas Cowboys as part of the National Football League's International Player Pathway Program on April 28, 2020. Alarcon has spent his four-year NFL career on the Cowboys practice squad as part of the program— The rst Mexican to play on the team. He aims to e a role model for his country and played college football at the Monterrey Institute of Technology (ITESM).
The World No. 20-ranked golfer Abraham Ancer used to play golf at Odessa College and the University of Oklahoma, where he graduated in 2013. Ancer became famous among golf fans thanks to his debut at the Presidents Cup, where he went undefeated until meeting Tiger Woods. He won the 2018 Emirates Australian Open and the 2021 WGC-FedEx St. Jude Invitational for his rst PGA Tour career victory. This year, he o cially signed with LIV Golf aiming to have a better life quality.
SPORTS ARTURO MORENO
Arturo "Arte" Moreno is an American businessman. On May 15, 2003, he became the rst Mexican-American to own a major sports team in the United States when he purchased the Anaheim Angels baseball team from the Walt Disney Company for $184 million. He donates millions of dollars annually to the Moreno Family Foundation, which supports underprivileged youth and education nonpro ts. He made his fortune in the billboard advertising business, which he sold in 1999.
He's rst Latino President & CEO in the history of the National Hockey League. Xavier is also the co-founder of Suma Wealth. He joined the Coyotes from his position as Managing Director at Clearlake Capital Group. Gutierrez has more than 20 years practicing as a business executive, investor and dealmaker focused on investment management, corporate strategy & operations, nance and business development.
SPORTS MARISSA SOLIS
SPORTS LIONEL MESSI
Solis has served since November 2021 as the Senior Vice President of Global Brand and Consumer Marketing at the National Football League. Prior to this, Solis spent 18 years at Pepsico where she held numerous marketing leadership roles in brand marketing, portfolio marketing, partnerships and omnichannel media. Solis was a management consultant at Deloitte Consulting from September 2000 to November 2003. She began her career in 1995 as a Brand Manager in Procter & Gamble Latin America.
Messi remains one of the most in uential and celebrated soccer players globally. His career achievements include multiple Ballon d'Or awards and numerous league and Champions League titles with FC Barcelona. Messi's move to Inter Miami in MLS has attracted signi cant attention, highlighting the growing appeal of the league and further solidifying his status as a global soccer icon. His continued success and impact on the sport make him a pivotal gure in modern soccer history.
VOICES JAVIER PALOMAREZ
President
85
Palomarez has a breadth of knowledge garnered from over 20 years of professional experience and workforce leadership. He has held senior leadership positions in marketing, business development, brand strategy and public relations and is credited with the creation of specialized insurance, telecommunications and financial services products, for leading corporations such as Allstate, Sprint and Bank of America.
Cynthia Hudson is senior vice president and managing director of CNN en Español and Hispanic strategy for CNN/U.S. Hudson oversees all aspects of CNN’s Spanish-language media businesses, including newsgathering, editorial content, programming, production, operations and personnel, of the CNN en Español 24/7 television news networks, CnnEspañol.com and CNN en Español Radio.
VOICES DAISY EXPÓSITO-ULLA
d expósito
GIL VALLETTA
Prior to founding the agency, she was Chairman/CEO of Young & Rubicam/WPP’s The Bravo Group, a company she helped launch and subsequently build during her twenty-four-year tenure, becoming the largest U.S. Hispanic agency of all time. Among her many honors: The New York Women in Communication’s Matrix Award; AAF’s Role Model; New York Women’s Agenda Star; The Carnegie Foundation; The Carvel Immigrant Award; and New York’s International Center recognition which she shares with Nobel laureate Elie Weisel and former Secretary of State Henry Kissinger.
Lili is a former corporate executive turned entrepreneur, Cultural Intelligence® expert, and television business commentator known for her analysis of data and cultural trends to impact businesses. Lili is one of less than 1% of Latinas serving on a Fortune 500+ public board, as an independent director for the global youth retailer Zumiez and RCN Television. She also serves as Chairwoman of the FRIENDS of the National American Latino Museum and is an investor and operating executive board member for AUA Private Equity Partners.
VOICES
CABELLO
@Camila_Cabello
@camila_cabello
2018
VOICES LIN-MANUEL MIRANDA
Composer, Playwright, Actor, Singer
90
Camila is known for her advocacy around mental health through her social media presence. Her debut studio album, Camila, reached number one on the Billboard 200 chart in 2018. The Latin music-in uenced pop album was critically well-received, and received a Platinum certi"cation by the Recording Industry Association of America (RIAA). Cabello's 2019 duet with Mendes, "Señorita", became her second single to top the Billboard Hot 100. Cabello participated in iHeart Media's Living Room Concert for America, a bene"t to raise awareness and funds for the COVID-19 pandemic.
VOICES
JANELLE RODRIGUEZ
91
Janelle Rodriguez is NBC News’ Executive Vice President of Programming, overseeing NBC Nightly News with Lester Holt, the network’s 24/7 streaming news network NBC News NOW, and breaking news special coverage. Under Rodriguez’s leadership, NBC News NOW has become the fastest growing streaming news network in the U.S. Previously, she was Vice President of Programming for CNN, where she was responsible for directing award-winning breaking news coverage. In 2023, Variety named Rodriguez on its Women’s Impact Report for her work across the network.
Puerto Rican-American @Lin_Manuel
@_lin.manuelmiranda
2008 In the
Magazine
Lin-Manuel Miranda is a multi-talented artist. He wrote his "rst play, In The Heights, in 1999, but it took him eight years to bring it to the stage. After reading the biography of Alexander Hamilton, Miranda was inspired to create a musical, which is his most famous work to date. Hamilton has received several awards and nominations, including the record-breaking 16 Tony nominations (winning 11), the Pulitzer Prize for Drama and the Grammy Award for Best Musical Theater Album.
VOICES JORGE RAMOS
Main News Anchor at Univision Mexican
@jorgeramosnews
@jorgeramosnews
92
1986 at age 28, he became one of the youngest national news anchors in the history of American television and has been the anchorman for Noticiero Univision Today he hosts “Al Punto”, Univision’s weekly public a airs program o ering in-depth analysis of the week’s top-stories and exclusive interviews with newsmakers. He also writers a weekly colunm published in over 40 newspapers in the United States and Latin America.
According to Pew Hispanic Center, Jorge Ramos is the second most recognized Latino leader in the United States and has won eight Emmys during his career. He has been the host of Noticero Univision since 1986, writes a weekly column for more than 40 newspapers for several countries and also makes comments on Radio Univision. Ramos is also hosts Al Punto Univision’s weekly public a airs program o ering analysis of the week’s top stories, and Fusion’s AMERICA with Jorge Ramos.
JOSE ANDRES
Chef Spanish
@che oseandres
@che oseandres
2003 Best Chef, Mid-Atlantic Region 2009 Chef of the Year, GQ 2010 Orden de las Artes y las Letras de España; Vilcek Prize in Culinary Arts. 2012 Named one of Time's 100 most in uential people 2015 National Humanities Medal; appointed ambassador for citizenship and naturalization by President Obama 2016 2 Michelin stars for minibar by José Andrés 2018 James Beard Foundation Humanitarian of the Year 2022 Service to America Leadership Award
Chef José Andres is a pioneer of Spanish tapas in the United States and owns an award-wnning group of more than 30 restaurants ranging in a variety of culinary experiences from a food truck to his multi-location vegetable-focused fast casual Beefsteak, to world-class tasting menus like minibar by José Andrés and Somni, both of which have received two Michelin stars. A true celebrity that has gone beyond his original culinary universe to become a global ambassador for good causes.
VOICES ILIA CALDERÓN
Journalist
Colombian
@iliacalderon
@iliacalderon
2017 she won an Emmy Award for her 2017 interview of Christopher Barker, the Ku Klux Klan imperial wizard, she made history when she replaced former co-anchor Maria Elena Salinas on Noticiero Univision. This made her the rst Afro-Latina to anchor a weekday primetime newscast for a major broadcast network in the United States 2020 she co-hosted the eleventh Democratic Presidential Debate on CNN
Ilia Calderón is co-anchor of Univision Network’s agship evening newscast, “Noticiero Univision.” and she also co-hosts Univision’s primetime newsmagazine, “Aquí y Ahora.” Calderón is the rst Afro-Latina anchoring an evening newscast for a major broadcast network in the United States. She previously a similar milestone in her native Colombia, was the rst black woman to ever host a national news program in her country.
VOICES
In 1999 Pascal made his television debut, appearing in several shows, including Bu y the Vampire Slayer. He began to regularly land guest roles in such series as Touched by an Angel, NYPD Blue, Nurse Jackie, Homeland, and various shows in the Law & Order franchise. While Pascal focused on television, he continued to occasionally appear on the big screen.
NICOLE FERNANDEZ
Nicole Fernandez is a freelance Sports Journalist, Content Creator, Philanthropist and Children’s Book Author . She currently resides in her hometown Miami, FL. She’s bilingual and uent in both English & Spanish. Since May 2021 she began working with Las Mayores- Major League Baseball. She has a passion for sports, journalism and how both bring people together. Her key attributes are that besides reporting she writes, shoots and edits her own stories in both English and Spanish.
VOICES BENITO (BAD BUNNY) MARTÍNEZ OCASIO
Rapper
@sanbenito
@badbunny.pr
VOICES ENRIQUE
Bad Bunny won the Latin Grammy for best album two years in a row. In 2020, he received the award for two albums he released that year: YHLQMDLG and Oasis, this one was released with J Balvin. In 2021, he received the award again for his albun El Último Tour del Mundo. He was also the artist who received the most Billboard Latin Music Awards last year (ten in total) and was the rst Latin urban music artist on the cover of Rolling Stone magazine.
Since the opening of Pujol 23 years ago, Enrique has not ceased to celebrate Mexican gastronomy, his work has attracted international attention to Mexico City as a gastronomic destination and has also been, through the di"erent restaurants, a school and mentor for countless talents. As from the beginning, and surrounded by a solid team, Enrique is today a driving force for creativity and the prospection of new hospitality businesses in Mexico and the world.
VOICES
ISABEL COSS
99
VOICES AMERICA FERRERA
At Lutèce in Washington, D.C., this visionary pastry chef’s culture-blurring creations are more than meets the eye. She grew up in Mexico City, but then stopped her university time to work in the kitchen at Pujol, from chef Enrique Olvera. In 2011, Coss moved to New York City to work at several top tier culinary concepts, including Empellon, Agern and Cosme “World 50 Best” as the executive pastry chef of the group.
Ferrera's role in the 2023 "Barbie" lm highlighted diverse stories and provided signi cant representation in mainstream media. In 2024, she continued to play a crucial role in increasing political participation among Latino communities, focusing on mobilizing voters ahead of the elections. Additionally, Ferrera intensi ed her advocacy for immigrant rights, partnering with organizations to support comprehensive immigration reform. She also supported gender equality initiatives, participating in campaigns and speaking at major conferences to address workplace discrimination and harassment.
Writer/Researcher
Peruvian
Aranama
2001 Published American Chica (finalist for the National Book Award) 2007 Published Cellophane (finalist for the John Sargent, Sr. First Novel Prize) 2014 Won the Los Angeles Times Book Prize for Simón Bolívar 2019 Silver, Sword, and Stone named top nonfiction book by the American Library Association 2020 Recognized for lifetime work in literature by the American Academy of Arts and Letters 2021 Received the Library of Congress Award for Superior Service
Marie is a Peruvian-American author of nonfiction and fiction as well as the inaugural Literary Director of the Library of Congress. She is the recipient of a 2020 literary award from the American Academy of Arts & Letters. Among her recent positions are: Director of the National Book Festival, the John W. Kluge Center’s Chair of the Cultures of the Countries of the South, and Writer at Large for The Washington Post. For many years, she was editor-in-chief of The Washington Post’s book review section, Book World.
Journalist and Host, Latino USA
Mexican-American
@Maria_Hinojosa
@maria_la_hinojosa
2010 Received an honorary Doctorate of Humane Letters from DePaul University in Chicago 2012 John Chancellor Award for Excellence in Journalism 2015 Received the Peabody Award
For 25 years, this journalist has been covering all sorts of issues for radio and TV networks like National Public Radio, CBS and CNN. A winner of four Emmys and other national and international awards, Hinojosa is known for also covering underreported issues, Latinos and other communities. She hosts the radio show Latino USA on National Public Radio since 1992. In 2010 she founded the Futuro Group, a nonprofit media organization that produced the recent PBS TV series “America by the Numbers” and has taken over the production of Latino USA. Hinojosa is considered one of the most reliable Latina journalist in American television.
IGNITING AT&T’S STRATEGIC GROWTH JOURNEY
AN
INTERVIEW WITH
THADDEUS ARROYO CHIEF STRATEGY AND DEVELOPMENT OFFICER, AT&T
Lorenzo Almanza Jesse Aguilar Carlos Cuevas
SUCCESS IS A term many individuals have yet to de ne. Success can be attributed to many factors including academic achievement, community engagement, and professional advancement. e nice part is that there is no wrong de nition. People can achieve success in their own unique way, depending on how they measure it.
“At a very young age, I began thinking of success in a di erent way. It was not just about making it to the next level, it was about making an impact,” addeus Arroyo, AT&T’s Chief Strategy and Development O cer said.
The veteran entrepreneur details how the idea of success was imparted by his parents. Arroyo explains how his mother pushed him to set goals beyond his limits or “sin limites”. She was the one who presented him with the statement, “set goals bigger than you could ever accomplish.” is motto is something Arroyo continues to live by. He states, “I’ve been fortunate to have the opportunity to serve in several leadership positions over the years at AT&T. Across each of these opportunities, I've learned that we grow from facing the unfamiliar by leveraging the bene t of inexperience and approaching an opportunity with a completely open mind.”
“I’VE BEEN FORTUNATE TO HAVE THE OPPORTUNITY TO SERVE IN SEVERAL LEADERSHIP POSITIONS OVER THE YEARS AT AT&T.”
Arroyo held various executive-level roles, beginning his leadership journey as the Senior Vice President for Sabre Inc. and eventually serving as the Chief Information O cer for Cingular Wireless. Arroyo continued his leadership momentum at AT&T, being appointed CEO of AT&T Business in 2016 and, three years later, CEO of AT&T Consumer. Today, he oversees AT&T’s Strategy and Development organization.
His ambition and continuous drive to succeed have led him to several accomplishments and roles. Arroyo was the rst in his family to graduate from college. His father emigrated from Spain, and his mother’s family had immigrated from Mexico. His parents understood the importance of hard work. ey strived to provide Arroyo with the foundations of success.
“I always look back to the discussions I had with my parents,” he said. “I owe so much of my success to the respect for education and hard work that was instilled in me by my parents. e most important thing they taught me was to have a strong belief in my possibilities and never to impose limits on myself.”
It wasn’t until an incidental mentorship allowed him to further realize the importance of getting a college education.
“When I graduated high school, students didn’t have easy access to computers. We didn’t have one at home. I chose to pursue a career in computer science, partly because I had the example of an older cousin who was on a similar path with the help of the military,” Arroyo said.
“I HAVE BEEN BLESSED TO WORK FOR AND LEARN FROM VERY SMART PEOPLE. EARLY IN MY CAREER, I BEGAN TO UNDERSTAND THE UNIQUE LEADERSHIP APPROACHES THAT I COULD ADOPT, DRAWING INSPIRATION FROM THE BEST ASPECTS OF THOSE AROUND ME. OVER TIME, THOSE LESSONS MAKE UP WHAT I LIKE TO CALL A VIRTUAL MENTOR.”
It was his cousin’s achievements that propelled him to become the successful Latino he is today. Arroyo was able to watch his cousin go to the Air Force, get a college degree, and really invest in himself. rough that, he was able to truly understand the importance of skill development and create his own journey.
101 MOST INFLUENTIAL LATINOS
THADDEUS ARROYO
“I took a calculated risk choosing to study mathematics and pursue a technology career,” Arroyo said. “ e risk I took in pursuing an education in mathematics is what earned me my rst IT opportunity and put me on the long and orthogonal career path. None of this happened without taking risks and many lateral moves to expand my experience.”
A erwards, Arroyo learned that not all mentor relationships t the traditional mold. roughout his career, he was able to watch and learn from the top executives. He credits having “virtual mentors” as being a vital part of his career.
Arroyo would spend time observing his surroundings and learning through individual’s actions. He understood that the only way he could succeed and grow is through enacting the actions of others, especially those who found success early on.
“I have been blessed to work for and learn from very smart people. Early in my career, I began to understand the unique leadership approaches that I could adopt, drawing inspiration from the best aspects of those around me. Over time, those lessons make up what I like to call a virtual mentor.”
Arroyo believes that giving back and helping others is crucial to the development of the country. “Our greatest opportunity to innovate now and in the future is through inclusion, and each one of us plays a role in making sure we do our part,” he states. e Bureau of Labor projects that by 2030 Hispanics will account for one out of ve every worker in the labor force. is is especially important because the number of Hispanics in managerial positions continues to climb. Whitehouse.gov reports that since 2012 seven percent of chief executives are Hispanic, while 11 percent work in jobs consisting of management or professional.
“At AT&T, we believe in fostering a sense of belonging and empowerment across our organization to develop and sustain a robust talent pipeline that represents the communities and customers that we serve to create a society of inclusion and innovation at every level.”
Arroyo’s vision is simple: give back to the community through multiple dimensions of leadership, focus on what is possible and when, and open a better future by amplifying the strengths of diverse perspectives within teams. It’s something he understands rsthand, as his setting was crucial to his success.
ARROYO’S VISION IS SIMPLE: GIVE BACK TO THE COMMUNITY THROUGH MULTIPLE DIMENSIONS OF LEADERSHIP, FOCUS ON WHAT IS POSSIBLE AND WHEN, AND OPEN A BETTER FUTURE BY AMPLIFYING THE STRENGTHS OF DIVERSE PERSPECTIVES WITHIN TEAMS.
“Re"ecting on my journey, I realize how my ambition was shaped by the environment I was in and what I learned along the way. My dream was to create a sustainable and ful lling life. is vision wasn’t anchored to a speci c milestone of success. Instead, it was a continuous pursuit with a commitment to learn and grow, and my path continues to be guided by this vision,” Arroyo explained.
Success is about the journey, and how you de ne it is key.
“To set an example for others, you have to help them see their own potential, to think di erently about the journey, and what impact they want to have. It begins with aspirational thinking, a bias for action, and a willingness to fail, while expecting nothing short of success."
LATINOS IN FINANCE 2024
In 2024 we have selected Latinos who are reshaping the Finance and Banking industry. We are excited to spotlight new names and hopefully within the next years we will keep constantly growing the list.
LATINOS IN FINANCE
Raul Anaya Bank of America
President, Business Banking
Anaya is president and co-head of Business Banking at Bank of America, overseeing services for 11 million business owner clients and 3.4 million businesses. Under his leadership, the bank is consistently ranked as the #1 small business lender by the FDIC. Raul also serves as president of Bank of America for Greater Los Angeles and leads the bank’s Hispanic-Latino business strategy and diversity initiatives. He is active in the community, serving on boards such as the Los Angeles Area Chamber of Commerce and the Smithsonian’s National Museum of the American Latino.
Mario Diaz Bank of America
Managing Director, National Consumer Investment Sales Executive
Diaz Jr. is the Managing Director and Head of Academy for Merrill Lynch, Private Bank, and Preferred Investments at Bank of America. With a robust background in nancial services, he excels in business planning, risk management, and customer service. Mario holds a Bachelor of Arts in Business Administration and Management from Florida International University.
Wendy Franco Bank of America
Vice President, Small Business Banking Manager
Franco, currently VP and Small Business Banking Manager at Bank of America, brings over 19 years of experience in the banking industry. Skilled in sales, branch management, credit cards, and team building, Wendy holds a Bachelor's in International Relations with a minor in Business Administration from the University of Nevada, Reno. She has previously served in key roles at Bank of the West and Bank of America, demonstrating a strong entrepreneurial spirit and leadership in business banking.
Gonzalo Luchetti
Citigroup Inc.
Head of U.S. Personal Banking
Luchetti leads U.S. Personal Banking at Citi, focusing on a seamless client experience and digital innovation for over 70 million customers. With previous roles including Head of Consumer Bank for Asia and EMEA, he drives growth through strategic transformations and digital advancements. Gonzalo holds an MBA from Stanford University Graduate School of Business and brings a wealth of experience from Citi, JPMorgan Chase, and Bain & Company.
Estrella “Star” Crawford Bank of America
Senior Vice President, Market Executive
“Star” Crawford is noted for her impactful work in community relations at Bank of America. As a Community Relations Manager within the Chief Administrative Of cer Group, she has signi cantly contributed to mobilizing relief efforts, notably raising $4,000 for Puerto Rico in the aftermath of Hurricane Maria. Crawford is actively involved in the HispanicLatino Organization for Leadership & Advancement (HOLA) at Bank of America, demonstrating her dedication to supporting Hispanic and Latino communities.
Raquel González Bank of America
President
González is the President of Bank of America Silicon Valley and also serves as the HispanicLatino Strategy Executive. With over 30 years in nancial services, she leads Bank of America's operations in Silicon Valley, connecting business lines to deliver comprehensive nancial services. Raquel has a proven track record in leadership roles, focusing on revenue growth and corporate social responsibility initiatives. She holds a Bachelor of Arts in Management from Saint Mary's College of California and has completed executive education at the University of Washington Banking School.
Alejandro Perez Bank Of New York Mellon
Chief Administrative Of cer
Perez is the Chief Administrative Of cer at BNY and a member of BNY's Executive Committee. He oversees global operations, human resources, corporate real estate, workplace experience, enterprise resiliency, and sourcing. Alejandro joined BNY in June 2021 with over 20 years of experience in nancial services and technology, having held senior roles at Goldman Sachs, Bloomberg LP, and Unqork Inc.
Luis Miguel Ochoa Citigroup Inc.
Senior Vice President, Core Strategy Of ce
Ochoa is the Senior Vice President, Core Strategy Of ce Acquisition & Digital Sales Transformation at Citi. He is an award-winning management consultant specializing in enterprise-level vision and strategy execution. With extensive experience in strategic planning and business management across banking, nance, and wealth management sectors, Luis Miguel is known for driving large-scale initiatives and fostering growth through data-driven processes and leadership development. He holds a Bachelor of Arts degree in Economics from Stanford University.
LATINOS IN FINANCE
Juan Matta
Citigroup Inc.
Senior Vice President
Matta is a results-driven technology leader with over twenty years of experience in architecting, engineering, and managing end-user computing across various industries, including nance. He has a proven track record in leading global teams, managing budgets, and implementing large-scale projects. Currently, he serves as the Engineering Lead at Citi, where he oversees a team of 10 engineers responsible for spearheading Citi's cloud provisioning initiative, from design to execution.
Efren Ávalos
Comerica Bank
Senior Vice President, Credit Risk Management and Decisioning
Efren Avalos is a Senior Vice President specializing in Credit Risk Management and Decisioning at Comerica Bank, based in Dallas, TX. With a strong background in nance, he has progressed through various roles at Comerica, including Vice President and Manager of Commercial Underwriting. Efren holds a Bachelor of Science in Finance from Oklahoma State University, re ecting his expertise in nancial analysis and risk management.
Juan Vives
First Citizens Bank
Managing Director
Juan Vives is a Managing Director at First Citizens Bank in New York, with over 15 years of experience in real estate nance. He specializes in balance sheet loan origination and relationship management, covering regions including Chicago and New York. Before joining First Citizens Bank in 2021, Juan held key roles at Allianz Real Estate, Deutsche Bank, and Aareal Bank AG, where he focused on loan structuring, underwriting, and credit risk management for large portfolios. He holds a Bachelor's degree in Finance from the University at Albany.
Lorraine Ortiz
First Internet Bank
Chief People Of cer
Ortiz is an accomplished human resources professional currently serving as the Chief People Of cer at First Internet Bank in Fishers, IN. With a Juris Doctorate from Santa Clara School of Law and a Bachelor of Arts from Whittier College, Lorraine has a wealth of experience in HR leadership roles, including her previous positions as Vice President and Chief Human Resources Of cer at Butler University and Vice President of Human Resources at Indiana University Health. She is skilled in employee relations, succession planning, and talent management, with a proven ability to adapt and drive strategic initiatives in complex environments.
Claudia Jiménez Comerica Bank
Vice president, Small Business Banker
Claudia Jimenez-Mewbourn is a Vice President and Small Business Banker at Comerica Bank, based in Texas, with over a decade of experience in the nancial industry. She has held various roles at Comerica Bank and Wells Fargo, specializing in business banking and management. Claudia holds an Associate's degree in Business Administration and Management from Fleming Institute in Mexico City. Her career re ects a strong commitment to supporting small businesses through personalized banking services.
Anabel Cuevas
Federal Home Loan Bank of San Francisco
Associate Director of Public Affairs
Anabel Cuevas is the Associate Director of Public Affairs at the Federal Home Loan Bank of San Francisco, a role she began in March 2024. With a strong background in public service, Anabel previously served as a Senior Field Representative for the U.S. House of Representatives for over four years. She also has experience in political campaign management and immigration casework. Anabel holds a Bachelor's degree in Political Science and Government from California State University, Los Angeles.
Kimberly Villa
First Citizens Bank
Vice president, Human Resources Business Partner
Villa, based in Jacksonville, FL, is the VP of Human Resources Business Partner at First Citizens Bank. She previously held roles at CIT, including Assistant Vice President and HR Generalist. Kimberly holds a Bachelor’s Degree in Psychology with a minor in Criminal Justice from the University of North Florida. Her skills include leadership, customer experience, and customer retention. Fluent in Spanish, she brings a strong background in management and team building to her role.
Bernardo de la Garza
IBC Bank
Executive Vice President
Bernardo de la Garza is the Executive Vice President at IBC Bank in San Antonio, TX. With over a decade in banking and real estate, he specializes in nance and real estate nancing. Previously serving as Senior Vice President and First Vice President at IBC Bank, Bernardo leads a team providing tailored nancial solutions. He holds a degree in Finance and Real Estate Finance & Development from The University of Texas at San Antonio. Fluent in Spanish and English, Bernardo is dedicated to community service and professional growth.
LATINOS IN FINANCE
Gustavo Barrera
IBC
Bank
President and CEO
Barrera is the President and CEO of IBC Bank, based in Corpus Christi, TX. With a distinguished career at IBC Bank since 1995, Gustavo has held roles including Executive Vice President before becoming CEO. He holds a Bachelor of Business Administration in Accounting and Finance from Texas A&M University-Corpus Christi and an Associates in Business Administration from Del Mar College. Gustavo's expertise includes banking, commercial banking, and commercial lending.
Rafael A. Mora
JPMorgan Chase & Co.
Vice President, Project Execution
Mora has spent over two decades at JPMorgan Chase, leading commercial banking in Latin America to expand the bank’s services and foster nancial growth. Originally from Chicago, he graduated from Purdue University in 2016 with a BS in Business Operations Management. With extensive experience in business architecture and portfolio management across automotive and IT sectors, Rafael excels in complex program delivery and data visualization, known for his innovative strategies and personable leadership style.
Diana Salazar
JPMorgan Chase & Co.
Vice President, Business Banking Area Manager
Salazar Uribe, also known as Diana Salazar, currently serves as Vice President and Business Banking Area Manager at JPMorgan Chase & Co.
With over 10 years of experience at the company, she specializes in business resiliency and virtual banking. Diana has a strong background in customer experience and networking, previously leading teams in Phoenix, Arizona. Her expertise includes data analysis and strategic planning, contributing to JPMorgan Chase's operational resilience and business development efforts.
Charlie A. Ramos
Morgan Stanley
First Vice President, Financial Advisor
Ramos is a Financial Advisor at Morgan Stanley's Menlo Park of ce. With a career spanning over two decades, he began at UBS Financial Services in New York in 2000 and later joined Smith Barney in 2006. Prior to his current role, Charlie served in branch management, specializing in high net worth clients. He holds an Economics degree from St. Peter’s University and is designated as a Financial Planning Specialist by Morgan Stanley. Charlie resides in San Leandro, CA, with his wife Traci and son.
Louis Avila
JPMorgan Chase & Co.
Vice President
Avila is the Executive Director of Community Development Banking at JPMorgan Chase & Co.
He focuses on initiatives that promote nancial inclusion and economic growth within underserved communities, particularly Hispanic communities. Avila has been instrumental in driving community development projects that aim to create sustainable nancial opportunities for those in need.
Carlos Sanchez
JPMorgan Chase & Co.
Vice President, Business Relationship Manager
Sanchez is a seasoned VP and Sr. Business Relationship Manager at JPMorgan Chase & Co.
With over 15 years in the nancial services industry, he specializes in enhancing overall Business Banking relationships, delivering valuable solutions to his clients. Based in Palm Beach Gardens, FL, Carlos is recognized for his expertise in small business banking and private client services across Florida.
Angel Rodriguez
Key Bank
Senior Vice President, Business Banking Sales Leader
Rodriguez is the Senior Vice President and Business Banking Sales Leader at KeyBank, specializing in business transformation, operational strategy, and sales management. With a career spanning banking, nance, treasury services, ntech, and medical devices, he is known for driving growth and pro tability through strategic partnerships, data-driven processes, and leadership development. Angel excels in creating high-performance teams and guiding organizations to achieve leadership in competitive markets.
Daniel Gamba
Northern Trust Asset Management
President
Daniel is one of three Presidents responsible for Northern Trust Corporation alongside with CEO and CFO. He is responsible for developing long-term strategy, executing operating plans, cultivating client relationships, managing vendor relationships and developing talented professionals.
LATINOS IN FINANCE
Emilia Lopez NuBank
Global CC General Manager
Lopez is a seasoned nancial services executive known for delivering transformative results and developing top talent. She currently serves as Global CC General Manager at Nubank, a role she began in May 2024. Previously, she was Head of Agile Product - Card Services at JPMorgan Chase & Co. and Senior Vice President of US Card at Capital One. Emilia also worked at Boston Consulting Group as a Principal. She holds an MBA in Strategic Management and Accounting from The University of Chicago Booth School of Business.
Rodolfo Bucaro
Ocean Bank
Chief Information Of cer focused on Digital Transformation
Bucaro, based in Florida, is the Chief Information Of cer at Ocean Bank, focusing on digital transformation. He brings over 25 years of experience in cybersecurity, risk management, and banking technologies. Before joining Ocean Bank, he served as CIO at Santander Private Banking International, overseeing global IT operations. Rodolfo holds an Advanced Certi cate from MIT Sloan School of Management and an MBA from Gaia Escuela de Negocios. His expertise includes enterprise IT infrastructure, operational risk management, and cybersecurity, with a strong background in leading digital transformations and managing IT departments for multinational corporations.
Luis Valdez
Principal Financial Group
President & CEO
Valdez leads Principal Financial Group's international operations, driving the company's growth and expansion in global markets. He has extensive experience in the nancial sector and an outstanding track record in international investment management.
Gloribel Cruz
TD Bank
Vice President
Cruz is the Vice President at TD Bank, N.A., recognized as America's Most Convenient Bank, with over 19 years of expertise in commercial real estate lending and affordable housing investments. Her strong skills in organizational management, decision-making, and project sales are complemented by a bilingual pro ciency in English and Spanish. Gloribel holds a Graduate Certi cate in Real Estate Finance from New York University and a BA in Economics with a concentration in International Affairs and Government from Skidmore College.
Eddie Diaz
Ocean Bank
Executive Vice President and Head of Corporate Lending
Diaz is the Executive Vice President and Head of Corporate Lending at Ocean Bank, based in Miami, FL. He has been with Ocean Bank since 2008, serving previously as SVP - Regional Manager and SVP - Head of Corporate Lending. Eddie holds a Bachelor of Business Administration in Accounting and Finance from Florida International University. His expertise includes credit analysis, asset-based lending, and nancial analysis.
Ignacio Hernandez
Ocean Bank
Senior Vice President and Factoring Sales Manager
Hernandez, based in Miami, FL, is the Senior Vice President and Factoring Sales Manager at Ocean Bank. With extensive experience in banking, he previously served as Senior Vice President and Corporate Lending Of cer at U.S. Century Bank and Vice President and Corporate Banking Of cer at Mercantil Commercebank N.A. Ignacio holds a BSBA in Finance from the University of Florida. His expertise includes credit analysis, small business lending, and asset-based lending.
Francisco A. Aristeguieta Scotiabank
International Banking Executive
Francisco is an experienced CEO with over 30 years leading complex B2C and B2B businesses globally. Currently, he serves as the Global Head of International Banking at Scotiabank. Previously, Francisco was CEO of State Street Institutional Services, overseeing strategic repositioning to a client-centric model. His tenure at Citibank included roles such as CEO Asia and CEO Latin America, where he digitized consumer and wealth management, reshaped corporate and investment banking across regions, and navigated geopolitical challenges in Ecuador, Argentina, and Venezuela. Francisco holds multiple board positions and is a member of The Young Presidents Organization (YPO) since 2003.
Anna M. Alvarado
Texas
Regional Bank
Managing Director, Chief Legal Of cer & Corporate
Secretary
Alvarado is the Managing Director, Chief Legal Of cer, and Corporate Secretary of Texas Capital Bancshares, Inc. She leads legal services, advises the Board of Directors on strategic initiatives and compliance, and manages commercial matters. With a background in global general counsel roles, Anna has driven expansions and acquisitions at FirstCash, Inc. She holds degrees from Bentley University and SMU Dedman School of Law, recognized for her legal expertise and leadership in corporate America.
LATINOS IN FINANCE
Elcio Barcelos US Bank
Chief Human Resources Officer
Barcelos is the Senior Executive Vice President and Chief Human Resources Officer of U.S. Bancorp, a role he has held since September 2020. Previously, he was the Chief People and Places Officer at Fannie Mae and held senior HR positions at DXC Technology, Hewlett Packard Enterprise, Hewlett-Packard, Wells Fargo, and Bank of America. Elcio serves on the board of Concordance, a nonprofit focused on reducing reincarceration rates. He holds a degree in business administration from Universidade Santo Amaro - Unisa in Sao Paulo, Brazil.
Eduardo Perez
Visa
Senior Vice President, Risk Officer
Perez is responsible for managing risk and ensuring the integrity of Visa's operations in the Latin America and Caribbean region. With a strong career in the payments industry, Perez has contributed significantly to Visa's security strategy.
Valeria Esparza-Chavez
Wells Fargo
Vice President, Strategy and Planning Leader
Esparza-Chavez has spent most of her 18-year financial services career in consumer lending and has deep experience in developing, leading, and activating bank strategies to drive customer growth. She sits on the Corporate Board of Governors of the National Association of Hispanic Real Estate Professionals. She is also active in her community and sits on the boards of Family Service of El Paso and Ciudad Nueva. Valeria is a native Spanish speaker, first-generation American, and first-generation college graduate. She earned a BA degree in Psychology from The University of Texas at Austin and has a Master of Business Administration from the University of Massachusetts at Amherst
Amanda Trinidad BMO
Director, Everyday Banking, BMO U.S. Virtual Connect
Amanda Trinidad has been with BMO for 15 years and joined Virtual Connect in May 2021. She currently leads a nationwide team of over 200 people, managing over 70% of customer interactions. Amanda sits on the Central Division Board for Junior Achievement of Chicago and received Negocios’ Latinos 40 Under 40 award. She holds an MBA from Purdue University and a certificate for Executive Presence and Influence from the Wharton School of the University of Pennsylvania.
Roger Aliaga-Díaz Vanguard
Global head of portfolio construction
Aliaga-Díaz, Ph.D., is Vanguard’s global head of portfolio construction and chief economist for the Americas. He leads a team that develops multi-asset-class strategies and has built the Vanguard Life-Cycle Investing Model and the Vanguard Asset Allocation Model. Roger chairs Vanguard’s Time-Varying Asset Allocation Subcommittee and has co-managed multi-asset-class funds since February 2023.He joined Vanguard in 2007 after serving as a visiting professor of macroeconomics at Drexel University. Roger holds a B.A. in economics from Universidad Nacional de Córdoba, Argentina, and a Ph.D. in economics from North Carolina State University.
Ruben Barrales
Wells Fargo
Senior Vice President, External Engagement
Barrales is a seasoned leader with a distinguished career spanning government, business advocacy, and nonprofits. Formerly a Deputy Assistant to the President and Director of White House Intergovernmental Affairs, he now serves as Senior Vice President of External Engagement at Wells Fargo. Barrales is committed to promoting diversity, equity, and inclusion, and has been instrumental in advancing Latino representation in California politics through organizations like the San Diego Regional Chamber of Commerce and Grow Elect. His work focuses on community relations and strategic initiatives for inclusive growth and civic empowerment.
Blanca Contreras
BMO
U.S. Personal and Commercial Chief Financial Officer
Contreras is the Chief Financial Offer of the U.S. Personal and Commercial businesses at BMO, focusing on strategic finance support to drive profitable business growth. Previously, she held senior roles in finance at Bank of the West and BNP Paribas, combined with experience in renewables and infrastructure financing solutions. She holds an MBA from IE Business School in Spain and a master’s degree in Financial Markets.
Denise Garcia BMO
Managing Director, Vendor & Equipment Finance
Denise Garcia is a sales leader with over 25 years of experience in equipment finance. She has led both direct and indirect sales teams in the B2B and B2B2B environment. She joined BMO Bank in 2019, but previously spent most of her career with IBM in a variety of roles including: operations, risk and credit underwriting, sales, and as an international consultant to Mexico and Brazil. She has held multiple board positions and is a member of the Equipment Leasing and Financing Association.
A COMMITMENT TO DIVERSE SECTORS
VALERIA ESPARZA-CHAVEZ,
HEAD OF HOME LENDING HISPANIC SEGMENT, WELLS FARGO BANK
Wells Fargo Carlos Cuevas
How do you think being a Latina has in uenced your professional journey?
VEC: I am a daughter of Latino immigrants. Just one generation ago, my mother was denied the opportunity to go to middle school by my grandfather, merely because she was a woman. Just one generation later, in the greatest country the world has ever known, the United States of America, I have had amazing opportunities to become the rst in our family to graduate from college, complete a Master of Business Administration (MBA), and progress in my career at one of America’s greatest nancial companies. Today, more and more Latinas are becoming nancial breadwinners, starting their own businesses, and rising through the ranks in corporate America and in politics. As the mother of two daughters, I’m hopeful that the future is bright for my daughters, and this drives me to continue to work toward creating a more equitable society that values and supports the development and potential of women.
What has been the biggest challenge you’ve faced professionally?
VEC: Early on, showcasing my accomplishments and contributions was di cult because I was raised to be humble and respectful, and I did not want to come across as boastful. I had to learn how to overcome these roadblocks and take risks, speak up, and celebrate my work to ensure that I was not being overlooked.
What are your goals for your current role at Wells Fargo?
VEC: According to the Urban Institute, Latinos are on track to account for 70% of homeownership growth over the next 20 years, i.e. an additional 4.8 Million new homeowners will come from Latino community. Although today, the Hispanic homeownership rate is about 49.5%, below the average non-Hispanic homeownership rate of 74%, the data tells us that the future business opportunity and growth in homeownership for at least two decades is in this demographic. ere is
Valeria with her team at the Dallas Advancing Homeownership Fair, an initiative she is leading.
a lot of work for us to do as a country and as an industry to close the homeownership and wealth gap to advance a more economically equitable society for all, which is good business! !e goal of advancing Hispanic homeownership to me is personal. I was born in Ciudad Juarez, Chihuahua and my parents brought me to the U.S. when I was nine months old. !eir motivation was to take part in the American Dream, joining millions of immigrants of all ethnicities and backgrounds who come to this country from across the globe with the optimism, work ethic, and hope to give their children a better life. !e opportunity of homeownership gave my family the security and stability to set roots in a safe neighborhood and allowed me and my four brothers and sisters the opportunity to become college graduates and business owners. !is is a meaningful role to me because it provides me the opportunity to represent my community and ensure that I am a part of the solution to increase homeownership, which is fundamental to growing wealth for diverse and underserved families across the nation. As the largest bank originator of home loans to Black and Hispanic families over the last decade, Wells Fargo is broadly focused on strengthening underserved communities and, as part of those e orts, to advancing racial equity in homeownership. - Latino Families are eager to become homeowners for the rst time or to purchase a home that better ts their needs. Supporting home purchase activity for rst time homebuyers as well as repeat homebuyers through down payment assistance is a great way to help achieve those objectives. Wells Fargo Home Lending just an-
AS THE LARGEST BANK ORIGINATOR OF HOME LOANS TO BLACK AND HISPANIC FAMILIES OVER THE LAST DECADE, WELLS FARGO IS BROADLY FOCUSED ON STRENGTHENING UNDERSERVED COMMUNITIES
nounced the expansion of its $10,000 Homebuyer Access grant program to additional communities in the eight metropolitan areas.
How would you describe your leadership style?
VEC: To me, creating and maintaining relationships is the most important part of being a leader. Fostering trust, collaborating, and making a meaningful contribution are the most important behaviors to truly develop and maintain relationships. !roughout my time at Wells Fargo, I’ve had the privilege to work with some amazing people over the years and I am blessed to call them not only my colleagues but also my friends.
If you were to go back in time, what advice would you give to your younger self?
VEC: Worry less about the future and learn how to silence the naysayers that surround us when we are leading change in our organizations. Believe in yourself and surround yourself with mentors and leaders who see your talent and want to see help you succeed. Some of my greatest mentors have come from diverse backgrounds, they have not necessarily been female or Latino, but a variety of people from all ethnicities, black and white leaders alike. Truly, I love them for who they are and how they gave of themselves to make me, hopefully, a better person. Finally, take care of yourself and prioritize your mental health and wellness. Too o$en we want to be everything to everyone – a perfect recipe for a burnout.
Valeria Esparza Chávez has built a career of putting her education to work for developing and executing business strategies focused on growing diverse consumer segments, transforming business processes, and building brand recognition. She is a rst-generation American, a rstgeneration college graduate, and a fully bilingual English and Spanish native speaker. She earned a Bachelor of Arts degree in Psychology and Latin American Studies from The University of Texas at Austin and has a Master of Business Administration from the University of Massachusetts at Amherst. Valeria is an active volunteer and past board member of Family Service of El Paso and of Ciudad Nueva, nonpro ts dedicated to empowering youth and families on the US border community. She currently resides in El Paso, Texas with her husband and family.
JEFFREY MARTINEZ
JEFFREY MARTINEZ: ON HOW TO LEAD WITH PURPOSE
AND FINANCIAL
INCLUSIVITY
JEFFREY MARTINEZ, executive vice president and Head of Branch Banking at PNC Bank, has built an impressive career that spans over two decades in the banking industry. As a Latino leader with deep-rooted ties to his heritage, Martinez is committed to leveraging his position to create meaningful change within the company and the broader nancial industry.
Born to immigrant parents—his father from Cuba and his mother from Colombia—he grew up with strong values centered around resilience and hard work.
“MY PARENTS SACRIFICED A LOT TO GIVE ME OPPORTUNITIES THEY NEVER HAD. GROWING UP IN THAT ENVIRONMENT TAUGHT ME THE IMPORTANCE OF GRIT AND PERSEVERANCE. THOSE LESSONS HAVE STUCK WITH ME THROUGHOUT MY CAREER”
Martinez shared.
Luisana Rodriguez
Courtesy of PNC F. Izquierdo
IN HIS
CURRENT
ROLE AT PNC, JEFFREY
OVERSEES THE BANK’S EXTENSIVE BRANCH NETWORK, WHICH INCLUDES NEARLY 2,300 BRANCHES ACROSS THE UNITED STATES.
His journey wasn’t linear, and he credits much of his success to the mentors and leaders who believed in him early in his career. “I was fortunate to have leaders who recognized my potential and provided me with the guidance and support to grow. at’s why I’m so passionate about mentoring others and helping young professionals—particularly from underrepresented groups—navigate the corporate world,” he said.
In his current role at PNC, Je rey oversees the bank’s extensive branch network, which includes nearly 2,300 branches across the United States. Under his leadership, PNC has focused on evolving its branch model to meet the changing needs of customers. is includes a shi toward digital banking while maintaining the personal touch that branch locations o er, including the presence of bank tellers and access to cash services.
“THE BANKING INDUSTRY IS GOING THROUGH A SIGNIFICANT TRANSFORMATION, PARTICULARLY WITH THE RISE OF DIGITAL BANKING. CUSTOMERS WANT CONVENIENCE AND THE ABILITY TO MANAGE THEIR FINANCES FROM ANYWHERE. AT THE SAME TIME, THERE’S STILL A STRONG NEED FOR FACETOFACE INTERACTIONS, ESPECIALLY REGARDING MAJOR FINANCIAL DECISIONS. OUR GOAL AT PNC IS TO STRIKE THAT BALANCE,”
Martinez explained.
He emphasized the importance of embracing technology while keeping customer needs at the forefront. “Technology is a powerful tool, but it’s not a replacement for the human connection. We’re investing heavily in
our digital platforms, but we’re also making sure that our branches continue to serve as places where customers can get personalized advice and support,” he said.
Martinez also highlighted PNC’s commitment to nancial inclusivity and its e orts to serve underserved communities. “Financial services are essential, but many people in underserved communities still lack access to traditional banking. At PNC, we’re focused on expanding access to these communities through a variety of initiatives, whether it’s opening new branches in underserved areas or o ering products designed to meet the needs of people who are just starting their nancial journey,” he noted.
When asked about the importance of diversity and inclusion at PNC, he was candid about the company’s progress and the work that still needs to be done. “Diversity and inclusion are key priorities for us. We’ve made signi cant strides, but we know there’s always more we can do. For me, it’s personal. As a Latino in a leadership position, I understand the challenges that come with being part of an underrepresented group. It’s my responsibility to help break down those barriers for the next generation of leaders,” he said.
Looking to the future, Martinez is optimistic about where PNC is headed. “Over the next ve years, I see PNC continuing to evolve, particularly in the areas of digital banking and nancial inclusivity. We’re constantly looking for ways to innovate and better serve our customers. Whether it’s through new technology or expanding our community outreach e orts, we’re committed to being a catalyst for change,” he shared.
As he reflects on his journey, he is proud of the work he’s done but remains focused on the future. “There’s still so much more to accomplish. I’m excited about what’s ahead, not just for PNC, but for the banking industry. We have a unique opportunity to make a difference, and I’m honored to be a part of that,” he concluded. Martinez’s leadership at PNC is a testament to the power of perseverance, mentorship, and a commitment to driving positive change. As he continues to shape the future of branch banking, his impact on the industry—and the communities he serves—will be felt for years to come.
NAUDON
CARLOS P. NAUDON:
TRANSFORMING FINANCIAL EDUCATION THROUGH COMMUNITY DEVELOPMENT AND COMMITMENT
Carlos P. Naudon has been a transformative gure in the banking industry within the Latino community. Serving as the President and Chief Executive O cer of Ponce Bank and Ponce Financial Group, Inc., Naudon’s leadership has been pivotal since his tenure began. With a history in banking, accounting and law, his contributions extend far beyond corporate success, deeply impacting community development and nancial accessibility for Latinos.
Having a focus on nance and Latinos during Heritage Month is extremely important because it highlights the importance that this segment has in terms of the overall economy in the United States,” Naudon emphasized. His commitment to Latino markets has been unwavering since Ponce Bank’s inception 64 years ago. Despite the bank’s expansion beyond New York City, the core mission remains the same: addressing the growing Latino population’s economic impact and bridging gaps in access to capital and technical resources.
Naudon detailed Ponce Bank’s innovative initiatives, such as the small business boot camp. “We have put about 1500 people through the program—small business owners, entrepreneurs, or dreamers of becoming one. Our sta teaches everything from loan applications to dealing with accountants and legal structures.” is holistic approach,
Luisana Rodriguez Courtesy of Carlos Naudon & Ponce Bank Luis E. González
coupled with grants facilitated through partnerships, underscores Ponce Bank’s role in nurturing Latino entrepreneurship.
Despite being a $3 billion publicly traded bank, Ponce Bank faces unique challenges as a minority-controlled institution. Naudon pointed out, “We are critical to the banking system because, in many of the neighborhoods that we serve, we're the only bank. Large corporations should support institutions like us because by helping us, they help the rest of the community.” He also highlighted the di culty in gaining recognition from larger corporations and the misconception among successful Latino businesses that they need to bank with larger institutions.
Re ecting on the bank’s internal culture, Naudon stated, “Our board is primarily Latino, primarily immigrant. roughout our entire organization, I would say that 87% are minorities, with a large proportion being Latino.” is diversity is crucial for Ponce Bank’s ability to relate to and serve its diverse customer base e$ectively. e bank’s multilingual capabilities and understanding of various cultural nuances ensure that it remains responsive to the changing demographics of New York City and the rest of the country.
Naudon acknowledged the signi%cant impact of technological advancements in banking. “ e strongest trends in %nance are technology and the speed of transactions. Today, there are customers we see in person once a year, maybe.” He also noted the increasing presence of Latinos in %nance, driven by higher education and professional advancements within the community. “You’re beginning to see a lot of Latinos in %nance companies, large banks, private equity—names that you didn’t see there 30 years ago.”
Looking ahead, Naudon envisions globalization as a key strategy for Ponce Bank. “ e bank needs to have a national presence, and we need to be part of global transactions. We must be at the table because if you're not, you're going to be part of the menu.”
Ponce Bank’s dedication to community development is evident through its status as a Community Development Financial Institution (CDFI). Naudon explained, “We need to develop the
“BY HELPING OTHER PEOPLE IN OUR COMMUNITIES, WE HELP THE ENTIRE COMMUNITY. GIVING BACK TO THE COMMUNITY THAT HAS WELCOMED US IS VERY IMPORTANT.”
community so that it can grow, become more prosperous, and be better protected in economic downturns.”
The bank’s initiatives range from financial mastery programs to scholarships and support for first-time homebuyers. “About 70% of our mortgages in the last five years have been to first-time home buyers.” He emphasized the importance of community solidarity. “By helping other people in our communities, we help the entire community. Giving back to the community that has welcomed us is very important.”
Carlos’ leadership at Ponce Bank exempli%es a commitment to empowering the Latino community through accessible %nancial services, robust educational programs, and community support. His work continues to pave the way for future generations of Latino entrepreneurs and professionals in %nance.
EMPOWERING FUTURE WEALTH BUILDERS
SAMANDA MORALES
FOUNDER & CEO OF WELLFIN360 LLC
What life experiences have led you to a successful career in nance?
SM: Born in the Dominican Republic, I watched my father masterfully stretch each “peso,” transforming everyday earnings into a foundation for the future. At the age of 14, my journey took me to the United States to live with my mother and her new husband. ey struggled with the complexities of nancial management; a challenge that catalyzed my resolve to improve ournancial situation.
My career has been built on the pillars of hard work, education, and a commitment to never stop learning. I embarked on this journey by securing a business degree, laying the groundwork with knowledge that would guide my path forward. My early internship at a global nancial rm was not just an opportunity but a pivotal experience that honed my skills in nance.
Recognizing the ever-evolving nature of this eld, I pursued advanced certi cations like AFC and CPFWC, and am on the path to earning my CFP. Continuous professional development and life-long learning keeps me at the forefront of nancial innovation and regulatory changes, ensuring I can provide the best advice and strategy to my clients.
is journey from observing my father in the Dominican Republic to shaping nancial strategies for my clients has been lled with challenges, learning, and triumphs. It is a testament to the power of resilience and the endless possibilities that await you when you dare to dream and relentlessly pursue your goals.
From your upbringing, what family values shaped you the most and how do you still display those values today?
SM: Growing up in the Dominican Republic, my father and mother instilled in me resilience, optimism, and the importance of serving others. ey taught me that some of the most important skills are learned outside of the classroom, especially when one interacts with people from all walks of life.
Finally, both of my parents were great examples of resilience. ey viewed every challenge as an opportunity rather than a setback and were always giving to others even when they had nothing to o er. ese principles
Samanda Morales is a wealth manager and nancial advisor with over two decades of experience in the nancial services industry. As the founder of WellFin360, she leads a boutique nancial planning and investment advisory rm that services early and mid-career professionals, rst-generation wealth builders, and business owners. A passionate advocate for nancial literacy and empowerment, Samanda co-founded Ahora Inc., where she champions initiatives that enable low-income individuals to take control of their money. Beyond her professional endeavors, she is deeply engaged in her local community, serving as the chair of the Board of Trustees for Salem State University located in Salem Massachusetts, a board member of the North Shore Chamber of Commerce, and an advisory council member for Thrive, an initiative that advances, educates and empowers women in business.
continue to guide my personal and professional life: perseverance and service.
What has surprised you the most about your journey within WellFin360?
SM: What has surprised me most about my journey with WellFin360 is its profound impact on clients' lives, extending well beyond their money.
When I founded WellFin360, I anticipated guiding people through theirnancial decisions, but the personal stories of transformation and heartfelt gratitude have been gratifying and deeply rewarding.
Seeing clients achieve their dreams, be it purchasing a home, funding their child’s education, or paying o debt, not only underscores the signi cance of the work but also fuels my dedication and commitment to the mission to empower clients to build long-term wealth. It's a constant reminder for why I do what I do and motivates me to continue making a di erence in people’s lives.
Kristen Zannella
“I OFFER INFORMED AND EMPATHETIC ADVICE BY COMBINING DATA, PERSONAL EXPERIENCE, AND MARKET INTELLIGENCE TO ADVISE MY CLIENTS.”
What is the most common mistake your clients make in terms of investment management and what is your most frequent advice to them?
SM: One of the most common mistakes I encounter, particularly among young investors, is the expectation that wealth can be attained quickly. Many are drawn to highrisk, high-reward strategies, hoping for quick gains. Unfortunately, these tactics o en lead to impulsive reactions to short-term market uctuations and ultimately negative outcomes. Patience, a long-term view of the market and a diversi ed investment strategy always outperform emotional decisions. Building wealth is a marathon, not a sprint; and a disciplined and data-driven approach always yields the best long-term results.
How do your previous experiences enable you to provide the best investment advice for you clients?
SM: Arriving in the US with little money and no understanding of the nancial system or how to build wealth, I had to learn everything from scratch. My personal journey to build wealth has also informed my approach and my model for nancial coaching and wealth management. Building my nancial foundation from the ground up has enabled me to relate personally to my client's challenges and aspirations.
In fact, my experience in behavioral nance is a key di erentiator of WellFin360’s model. It enables me to guide clients through the emotional aspects of nancial decision-making. I o er informed and empathetic advice by combining data, personal experience, and market intelligence to advise my clients. is approach builds sustainable wealth with con dence and results.
How are you empowering the next generation of Latinos that want to have a career in nance?
SM: e best way to empower others is to lead by example. From arriving in the U.S. as a teenager with no understanding of the language and the nancial system
to being a rst-generation college student and building a successful company, I strive to be a role model for others. rough my work with WellFin360, Ahora Inc., and volunteering, I focus on serving as a living testament that hard work and resilience always produce wonderful results.
My work as board chair at Salem State University is another tangible way where I am leading the way for Latinos. Salem State University is on the verge of attaining federal designation as a Hispanic Serving Institution. is would make Salem State the rst four-year public university in our region to attain such designation, a signi cant milestone, and a message to Latinos that they too can achieve great things through hard work, education, and value creation.
The best thing I can do is serve as a tangible example that with the right mindset and education, financial success is within reach for anyone, regardless of their circumstances.
Courtesy of BMO Carlos Cuevas
LATINO BUSINESS GROWTH: EXPANDING MARKETS & INFLUENCE
Can you tell us about the work you do in supporting your Latino clients and prospects?
Henry Munez: I oversee our food vertical, where Latino owned companies have outperformed the competition. Over my 30+ year career, I’ve seen Latino farmworkers in California—over 90% of the workforce—become entrepreneurs and compete for shelf space in dairy, beverage, and even snacks in major supermarkets. ey're moving from neighborhood bodegas to vertically integrated commercial operations, lling value chain gaps and creating wealth.
Ted Dunn: On the West Coast, I partner with Latino-owned mid-market companies across a variety of sectors, supporting them in strategy, nancing, and M&A. It’s impressive to see how these communities have embraced the American dream. e Latino Leaders Index500 has grown from 200 to 500 companies, but we expect it to continue to grow, re ecting their dominant force in business communities.
What are the key trends you’re observing in food and beverage franchises in the Latino community?
TD: e cultural in uence is extremely signi cant. Latino-owned food companies represent 73 businesses in the Latino Leaders Index500, generating over $25 billion in revenue. We’re also seeing higher M&A multiples for these companies.
HM: Food plays a central role in Latino culture, from farm to family table. ere’s im-
portant innovation in areas like non-alcoholic beverages, energy drinks, and vitamins. is community’s purchasing power is substantial, and its in uence on the market will only grow.
TD: I remember when mainstream beer brands dominated, but now brands like Corona and Modelo are among the top-selling beers in the U.S.
Can you tell us more about the growing presence of Latino-owned-and-led companies in the West?
TD: California alone occupies 25% of the Latino Leaders Index500, with other states in the region contributing another 10%. e emphasis on community is central to their operations, as seen in multi-generational businesses.
HM: We’re seeing traction with multiple clients and prospects in this region that see BMO as the ideal partner to grow and expand alongside —from San Diego all the way up to Seattle. It aligns with the demographics, the culture, and the generational talent. Across generations, Latinos are making their mark. It’s important for our community to celebrate this.
How does your background in uence your approach to the Latino segment?
TD: Born in El Salvador and having lived in ve Central and South American countries, this work resonates deeply with me. I came to California over 30 years ago, in part because of the strong Latino presence. BMO’s focus on this segment, including initiatives like BMO rive Academy for inner-city kids, is particularly meaningful to me and is just another example of how BMO is boldly growing the good.
HM: Being born in Chicago’s predominantly Latino Humboldt Park area shaped my perspective. I’m proud to have my sons born in the same hospital as I was. It’s gratifying to see the next generation expanding beyond traditional family units, while maintaining their culture and family identity. At BMO, we’re committed to supporting the success of Latinos for generations to come.
Henry Munez
Ted Dunn
HISPANIC HERITAGE MONTH
Latino Leaders Magazine celebrates Hispanic Heritage Month by sharing Latino voices. We have put together a compilation of thoughts and re ections that demonstrate the depth of our roots and ideas into the future.
ARANA
MARIE ARANA: CHAMPIONING LATINO VOICES IN AMERICAN LITERATURE
Marie Arana, a PeruvianAmerican author, has made signi cant contributions to the literary world through her works of ction and non ction. As the inaugural Literary Director of the Library of Congress, Arana’s in"uence extends beyond her writings, re"ecting her deep commitment to promoting Latino culture and history. Her accolades, including a 2020 literary award for lifetime work from the American Academy of Arts & Letters, highlight her impact and dedication.
Arana shared insights into her career and the motivations behind her work. Her journey began in the publishing industry, where she worked as a senior editor at two major publishing houses, Harcourt Brace and Simon & Schuster. "I was editing books and helping other people to publish [cut: their books and editing books],” she recalled. However, she noticed a signi cant gap in the market: “ ose books were not at all on Latino subjects because the publishing houses I worked for weren’t interested."
Luisana Rodriguez
Courtesy of Marie Arana & Victor Ch. Vargas F. Izquierdo
"I will always write about La nos and Hispanics"
Her tenure at the Washington Post as the editor-in-chief of the book review section, Book World, marked a turning point. "It was really at the Washington Post that I was asked a few questions about being a Latina myself," she said. at curiosity in her Latino identity sparked her mission to focus on Latinos [cut: contributions and experiences], leading to the writing of her memoir, American Chica. “I wrote that memoir [cut: was really] to explain [cut: something about] not only what it meant to be [cut: being somebody from, you know,] an immigrant from another country, but to be somebody who carried two cultures within them."
Her dedication to her roots and human stories is evident in her work. "I wanted to read things that explained this population," she emphasized, re"ecting on the motivation behind her writing. Her book, Silver, Sword, and Stone, explores the history of Latin America and its impact today, showcasing her ability to blend historical narratives with contemporary issues.
Discussing the future of Latino representation, she emphasized the importance of visibility and unity. " e challenge that we have is the challenge of unity," she said. "We don't have visibility in the important places that matter in this country. We don't have them in the boardrooms; we don't have them in Hollywood or the broadcast media." She pointed out the need for concerted e orts to increase Latino representation across various sectors. “When, as a uni ed group, we start making demands to make our visibility equal our contributions, I think we’ll cement the potential for a very, very bright and productive future."
Education is a crucial component of this vision. "You have to start from the beginning and push up," Arana stated. She believes that fostering a competitive and educated population of Latino children is essential for achieving greater representation. "You need a competitive population," she emphasized, calling for increased e orts to support Latino students in accessing toptier educational institutions.
Arana’s work also addresses the cultural strengths that unify Latinos. "What does unify us is culture," she noted, pointing to the strong work ethic, family loyalty, and deep faith prevalent in Latino communities. ese cultural traits, she argued, are key to advancing the community’s visibility and success.
Looking ahead, Arana remains committed to her mission. "I will always write about Latinos and Hispanics," she a rmed. Her future projects will continue to explore and celebrate Latino lives and history, ensuring that [cut: their] stories are told and [cut: their] contributions recognized. She also expressed her readiness to continue in that work: "My publisher is breathing down my neck right now to produce more, to keep going." Her dedication to her cra and her community shines through, promising more insightful and impactful works in the future.
Marie Arana's journey is the result of the power of storytelling in shaping cultural awareness and promoting unity. Her contributions as a Latina author, editor, and literary director have paved the way for greater recognition of our voices in American literature, inspiring future generations to continue this vital work. In October of 2024, at a ceremony at the Organization of American States (OAS) in Washington DC, the high respected Inter-American Dialogue will honor Marie’s lifetime achievements with its prestigious Americas Award.
Marie Arana's journey is the result of the power of storytelling in shaping cultural awareness and promoting unity. Her contributions as a Latina author, editor, and literary director have paved the way for greater recognition of our voices in American literature, inspiring future generations to continue this vital work.
THE BEAUTY OF INDIVIDUALITY
A CONVERSATION WITH IVONNE KINSER, VANTAGE CREATIVE
Courtesy of Ivonne Kinser / Randy Anderson Photography Carlos Cuevas
Q&A
Q 1. Share your journey as a female Latina entrepreneur?
A IK: My journey as a female Latina entrepreneur has been both challenging and exciting, marked by signi cant growth and unique experiences. When I moved from Venezuela to Dallas, Texas, over 23 years ago, I came with little more than an advertising degree and a big dream to make an impact in the marketing world. Starting as an outsider in a new country presented its own set of challenges, including breaking through cultural barriers and the glass ceiling in the corporate environment. However, these challenges never discouraged me; they only fueled my determination to succeed.
Maybe I'm either too naive or too optimistic, but I've never felt that being a female entrepreneur is a disadvantage compared to male entrepreneurs. To me, we are just entrepreneurs—people driven by vision and ambition. We all face similar challenges, and while we might approach them from di erent perspectives, success ultimately comes down to universal qualities: hard work, relentlessness, persistence, passion, and determination.
Early in my career, I chose the path less traveled. is meant leaving behind the safety of well-established companies for the thrill and freedom of innovation. And I’m not necessarily talking about disruptive innovation, but also about the freedom to reinvent what we think is no longer e ective in whichever industry or role we are in. I wanted to build something that not only re ected my values but also allowed me to challenge the status quo. Founding Vantage Creative Group was a culmination of these experiences. In the end, my journey wasn't just about gender; it was about carving out a path that was true to myself and my passions—one that is very unique to me. roughout my 23+ year journey in this wonderful country, I've broken historical records for several brands and industries, and my relentless pursuit of creative freedom has pushed me to continuously seek out spaces that allow for growth, evolution, and innovation. is road hasn't always been smooth; there
were rough patches, o en the result of di"cult decisions made to preserve my freedom to think di erently. However, these choices have made me grateful for the opportunities I've had and proud of the path I've taken.
A signi cant lesson I've learned is the importance of nding 'our tribe'—those people and companies that allow us to bring out our best selves, creating conditions that let our talents ourish and bring joy and ful llment. As the rst Latina to receive the Marketing Lifetime Achievement Award from e DFW American Marketing Association and being included in the list of the 100 Most In uential Latinas in the US for two consecutive years, I've seen rsthand the impact of staying true to oneself.
At the end of the day, success is not about tting into a particular mold but about building a world around who you truly are. My advice to fellow entrepreneurs, especially women and those from minority backgrounds, is to dare to dream and pursue those dreams relentlessly. Your unique perspective is your greatest asset. Embrace it, and let it guide you to carve out your path of impact and success.
Q 2. What do you think is the key di erentiator that you provide to your clients, employers and partners?
A IK: At the core, I recognize the beauty of individuality—there is only one of each of us. While I don’t see myself as better than anyone else, I do believe that my unique combination of strengths brings signi cant value to those I work with, particularly when it comes to strategic, unconventional creativity and innovation.
Over the years, I have intentionally cultivated critical thinking, self-awareness, and contextual awareness, because these skills are crucial to how I approach both work and life. I am passionate about pursuing multiple endeavors, and the ability to engage in various projects and commitments ful lls me. I need the freedom to grow in multiple areas because it completes me professionally. However, I always knew that to be e ective in this pursuit, I needed to learn how to work and think e"ciently. Maintaining the highest standards of quality in my thinking and work is essential, especially since our thinking can be limitless, but our time is nite. Mastering this balance is what allows me to achieve my goals across diverse elds without compromising on impact or value.
is belief in the importance of e"ciency and high standards directly in uences my approach to marketing and innovation, which is anything but conventional. I thrive on challenging the status quo, using creativity to push ideas beyond the ordinary, and cra ing solutions that break through traditional boundaries. Imagination, in my view, should have no limits, and this conviction guides every strategy, campaign, and project I take on.
Moreover, I feel a relentless drive to leave things better than I found them, to prove that "impossible" is just a word waiting to be challenged. is mindset not only fuels my work but also energizes those I collaborate with, equipping us all with daring ideas and a strong sense of purpose. I am committed to excellence and refuse to accept mediocrity, which inspires me to continuously raise the bar—challenging norms and expanding possibilities. is approach not only helps my clients and employers stand out but also positions them as pioneers in their industries.
Q 3. What current project are you most excited about and why?
A IK: e project I'm currently most excited about isn't just a single initiative—it's the entire professional path I've created for myself. It's almost unbelievable that I've been able to customize my career in such a unique and unconventional way, where my passions in several areas have come together to provide a dream career situation.
Step by step, I've built the various "legs" of my professional journey, and now they coexist in what feels like a perfect amalgamation of all my interests. is path is a blend of entrepreneurship and intrapreneurship, allowing me to wear multiple hats—writer, author, speaker, CEO, CMO, marketer, and always a creator and a builder. Each of these roles ful lls a di erent part of my professional aspirations, and together, they form a non-traditional career label that is distinctly my own.
One of the most ful lling aspects of this journey has been building Vantage Creative, which has been expanding rapidly with several clients in the U.S. and Mexico. We now have seven full-time employees in my home country of Venezuela, ful lling a personal dream of mine—to help the country where I was born, which is going through a tough transition. At the same time, Vantage Creative is helping up-and-coming American brands grow with top talent, all within their means.
Equally exciting is my role as CMO at Hoplark, the kind of brand that I love working with.
Hoplark is a highly creative and innovative brand within the CPG and beverage categories, and it's at a transformational moment, inventing a whole new category and paving a new trail
HISPANIC HERITAGE MONTH
IVONNE KINSER
in the beverage industry. e opportunity to create and market this brand in novel ways is truly thrilling and aligns perfectly with my passion for strategic, unconventional creativity and rapid growth.
In many ways, this career is the culmination of everything I’ve worked towards—a truly customized path that allows me to pursue my passions, contribute to meaningful causes, and help innovative brands succeed. What makes this journey even more rewarding is that I’ve found "nancial satisfaction while doing what I love the most. All of this, while keeping my freedom, the ownership of my time, my professional relationships, and my autonomy to continue to pursue all kinds of new endeavors and partnerships as I discover new opportunities throughout my path.
ence that transcends individual channels. is shi is rendering isolated strategies focused exclusively on either brand building or performance-driven tactics obsolete, paving the way for a new approach that we can call "Brandformance." is approach involves building brands and implementing transaction-driven strategies that work cohesively and simultaneously.
Social commerce represents another macro trend that is rede"ning the retail landscape. e fusion of social media and e-commerce is transforming how consumers discover and purchase products, with platforms like TikTok, Instagram, and others playing an increasingly central role in the consumer journey. is trend highlights the shi toward a more interactive, entertainment-driven shopping experience, where content and commerce converge seamlessly. Social commerce is not just a
I RECOGNIZE THE BEAUTY OF INDIVIDUALITY—THERE IS ONLY ONE OF EACH OF US. WHILE I DON’T SEE MYSELF AS BETTER THAN ANYONE ELSE, I DO BELIEVE THAT MY UNIQUE COMBINATION OF STRENGTHS BRINGS SIGNIFICANT VALUE TO THOSE I WORK WITH.
Q 4. How do you think that retail marketing is changing and where do you see it going?
A IK: Retail marketing is undergoing a profound transformation, driven by several macro trends that are reshaping the industry on a global scale. As we look toward 2024 and beyond, it's clear that the convergence of technology, shi ing consumer behavior, and the blurring of traditional retail boundaries are setting the stage for a new era in retail.
One of the most signi"cant macro trends is the rise of Retail Media Networks (RMNs), which have revolutionized how brands engage with consumers by turning retail platforms into powerful advertising ecosystems fueled by shopper and transactional data. is development marks a critical shi in the retail landscape, where the roles of retailers and media companies are increasingly intertwined. is integration re ects a broader trend toward data-driven decision-making and the growing importance of precision marketing in an increasingly competitive marketplace.
Another pivotal trend is the rapid advancement and integration of Arti"cial Intelligence (AI) across the retail sector. While AI has been a driving force behind many technological innovations for years, its role in retail is expanding exponentially.
Simultaneously, the seamless integration of physical and digital channels is becoming a cornerstone of successful retail strategies. e era of siloed retail experiences is fading, giving way to an omnichannel approach where physical and digital touchpoints are not only connected but deeply integrated. is trend is driven by the need to provide consumers with a cohesive, consistent experience across all platforms. As advanced technologies like CRM systems and analytics become more sophisticated, retailers can synchronize their operations to meet consumers wherever they are, creating a uni"ed brand experi-
new sales channel; it's a re ection of the broader cultural shi toward digital-"rst, experience-driven consumption.
Additionally, Direct-to-Consumer (DTC) strategies are empowering brands to bypass the middleman and connect directly with consumers. is approach allows brands to maintain a more uid cash ow, build direct relationships with consumers, and gather incredibly valuable data that can inform future strategies.
In conclusion, the future of retail marketing is being shaped by a con uence of powerful macro trends—Retail Media Networks, AI integration, omnichannel experiences, social commerce, and personalized communication. Together, these trends are rede"ning the boundaries of retail, creating a more interconnected, intelligent, and consumer-centric industry.
Q 5. What is one main aspect of the US market that Latin brands must understand when trying to expand in the United States?
A IK: When expanding into the U.S. market, Latin brands can bene"t signi"cantly from a strategic approach that leverages the growing Hispanic demographic as an entry point. At Vantage Creative, we’ve had the privilege of working with several Latin brands navigating this complex process. Entering through the Hispanic market is o en a smart initial step, as it allows brands to connect with a culturally aligned audience familiar with their products. However, while this approach is advantageous, it is by no means simple.
e U.S. Hispanic market is incredibly diverse and segmented, with signi"cant variations in cultural backgrounds, preferences, and even languages. For example, Mexican-Americans are predominantly concentrated in states like California, Texas, and Illinois, particularly in cities like Los Angeles, Houston, and Chicago. In contrast, Puerto Ricans have strong commu-
nities in Florida and New York, while Cuban-Americans and South Americans are more prevalent in Florida. ese di"erent groups are not only dispersed across various regions but also exist in pockets within these states, each with its own unique cultural identity and consumer behavior.
is diversity within the Hispanic market requires a strategic and almost surgical approach to segmentation, targeting, and distribution. Brands must tailor their marketing strategies to resonate with the speci c cultural nuances of each group. For instance, a campaign that works well with Mexican-American consumers in Texas might need to be adjusted for Cuban-Americans in Miami or Puerto Ricans in Orlando. It’s not just about language di"erences; it’s about understanding and respecting the distinct traditions, values, and purchasing behaviors of each subgroup.
Moreover, the Hispanic market in the U.S. is a gateway to the broader mainstream market. Once a brand establishes itself within these communities, it can expand its reach to a wider audience. However, this transition requires careful planning and execution. e brand must maintain its authenticity and cultural relevance while adapting its messaging to appeal to the broader, more diverse U.S. consumer base.
In summary, while the U.S. market o"ers immense potential, Latin brands must approach it with a deep understanding of both the opportunities and challenges it presents. By starting with a focus on the Hispanic demographic and employing a strategic, nuanced approach to segmentation and targeting, brands can establish a foothold and then expand into the broader market. is strategy, when executed well, positions brands to thrive in one of the most competitive and dynamic markets in the world.
Q 6. Where do you see yourself going short and long term?
A IK: In the short term, I see myself continuing to push the boundaries of creativity and innovation through my work with the brands and companies I help build. I am committed to fostering a culture of fearless creativity, helping both brands and individuals unlock their full potential to achieve transformative results.
Ultimately, my goal is to leave a lasting impact on the world around me by inspiring others to think boldly and embrace their unique abilities to drive progress and positive change.
As I mention in my book THINK, " e rather uncanny thing about progress and innovation is that they are both the journey and the destination. What we seek to achieve in the long term is continuously shaped and reshaped by our shortterm actions and insights.
Q 7. Why is it relevant for you to celebrate Hispanic Heritage Month?
A IK: Celebrating Hispanic Heritage Month holds profound relevance for me, both personally and professionally. As a Venezuelan-American who has navigated the path from moving to the U.S. with dreams and ambitions to establishing a signi cant footprint in the marketing industry, this month symbolizes a celebration of resilience, culture, diversity, and the countless contributions Hispanics have made to shape and enrich American society.
It is an opportunity to re ect on my own journey, the rich cultural heritage that I carry with me, and how it has in uenced my work and creativity. e stories, traditions, and values of the Hispanic community have imbued me with a unique perspective that I bring to my professional endeavors, allowing me to bridge cultures and create messages that resonate across diverse audiences.
Professionally, celebrating Hispanic Heritage Month underscores the importance of diversity and inclusion in fostering innovation and creativity. It is a reminder that our di"erences are our strengths, and by embracing and celebrating these differences, we can create more meaningful and impactful work.
It is well-documented that diversity drives innovation. When we harness the collective power of our cultural backgrounds, experiences, and perspectives, we unlock the potential for creative breakthroughs that can lead to groundbreaking solutions. Celebrating Hispanic Heritage Month is not just about re ecting on the past; it's about inspiring future generations to continue pushing boundaries, challenging the status quo, and contributing their voices to the rich tapestry of our society.
HISPANIC HERITAGE MONTH
LESLIE MOODY CASTRO
TRANSCENDING THROUGH ART
What inspired you to create a career in art curation?
LMC: I was very fortunate to collaborate directly with artists as a very young practitioner. To be a part of developing work and being a part of making someone’s creative dreams come true is the absolute best feeling. I also nd inspiration in the process of creativity and conceptualizing an exhibition from scratch. Watching the ideas develop into objects/projects then into exhibitions is both challenging and fun, and through the process everyone becomes very close friends.
What memories from your upbringing do you remember the most and how did they shape who you are today?
LMC: I was exposed to art and art history at a really young age through school. My mom was and still is a huge advocate for education, so I went to public magnet schools in Austin through high school. ese schools encouraged reading, writing, and critical thinking. More importantly, however, was the fact that we visited art spaces all the time, and it was a formative part of my education. I never felt the same sort of intimidation towards
museums, galleries, or even art because of it. I think this classical background also shaped my formation as a curator (which I never thought I would be), because now I enjoy challenging the expectations of these spaces and producing projects and exhibitions that are more like stories, and relatable to many people rather than just a highly educated few.
Leslie Moody Castr Carlos Cuevas
Do you think that you’ve encountered any barriers or challenges due to your Latino heritage? If so, how did you manage them?
LMC: We all face challenges, heritage or not. I have faced challenges that seemed insurmountable because of my heritage and because of my gender. I matured as a professional in Mexico City, a notoriously male dominated place where machismo runs deep. ankfully, I have seen that change in the recent years, but it does not mean it was easy. I learned that when things don’t feel right then no amount of pursuing will make them right…matter of fact, it just creates more work. It’s a little hard to describe properly, but I learned how to trust my gut, and to walk away when it doesn’t feel right.
What is missing to advance more Latinos in the art sphere?
LMC: Access. I also rmly believe there is an inequity in the art world where only a small few are “allowed” or “invited.” e arts are a di cult industry in the states, and breaking any barriers is a challenge. With the word access I would also apply mentorship. I am incredibly lucky that
people took a chance with me and guided me on a path to nd my own voice outside of the metaphorical box. Access to this kind of mentorship means more creative voices and more encouragement for experimentation which means more voices, projects, support. It’s a big world and there is room for all of it and all of us.
Why is it relevant for you to have a month celebrating Hispanic Heritage?
LMC: Anything that brings light to Hispanic culture, heritage, and history. Hispanic heritage is deeply rooted, and foundational to United States history. Anything that brings both visibility and access, and access opens doors.
What plans do you have for the future?
LMC: I took a hiatus from curating and producing for a little more than a year and I am excited to get back into it. I have a remarkable nine projects coming up that I am really excited about. In the short term I have some travel coming up that I’m looking forward to. I o en need to remove myself from my routine places to jog creativity, and this time around my itinerary includes a return to Venice to visit the Biennale, the Mosque-Cathedral of Córdoba, part of e Camino de Santiago. In the long term I am looking forward to spending more time at home in Mexico City building my own consulting business AtravesArte.
HISPANIC
Leslie Moody Castro is an independent curator and writer whose practice is based on itinerancy and collaboration. She has produced, organized, and collaborated on projects in Mexico and the United States for nearly two decades. She is committed to creating moments of exchange and dialogue within exhibitions, is a co-founder of Unlisted Projects Residency, Co-Lab Projects, and in 2022 served as inaugural curatorial fellow and curator in residence at New Mexico State University and Casa Otro Residency, respectively. She has been awarded two grants from the National Endowment of the Arts for her curatorial projects and a fellowship from the Department of State for her research on borders. Moody Castro was guest editor of Glasstire Magazine from 2021—2024, and has been selected as co-curator of the Aurora Biennial in Dallas slated for November 2024. She is the founder of AtravesArte and believes Mariachi makes everything better.
HERITAGE IS DEEPLY ROOTED, AND FOUNDATIONAL TO UNITED STATES HISTORY.
WHY DOES MARKET AND OPINION RESEARCH MATTER?
Latino Leaders is excited to welcome to its pages Latin Insights CEO Marcela Miguel Berland and her longtime partner Frank Gómez. Respected analysts of public opinion and marketing, they will o er “insights” on trends of interest to our readers. To launch this space, we interviewed them about their business and their plans.
How did Latin Insights come about and why?
Latin Insights: We were founded in 2001 when there was little understanding of the Latino market. Our goal was to provide insights, develop strategic communications and marketing plans, and educate clients on the importance of the Latino market, how to reach them, and what messages resonated best. With extensive experience in the political arena, we applied learnings from campaigns to the corporate world.
At that time, few Latinos were in the opinion research arena, and mainstream research organizations lacked a command of Latino trends, consumer behavior, and more.
How has the company evolved over the years?
LI: We have evolved signi cantly. We are now fully committed to using AI tools. With extensive experience in AI tools and multicultural marketing, we deliver tailored solutions that drive impact. Our proprietary AI tools and metrics measure communication performance, allowing for real-time adjustments to ensure success. Our innovative approach creates personalized, e ective digital campaigns that resonate with diverse audiences.
Crisis management is another of our strengths. With corporations and leaders increasingly facing crises, we help them prepare and respond.
Escritor Courtesy of Latin Insights F. Izquierdo
Our team combines creativity with cutting-edge technology to deliver impactful results. Working with Fortune 500 companies and political campaigns, Latin Insights stands out for its expertise and innovative approach, providing e ective, personalized digital and marketing solutions that resonate with Latino and multicultural audiences.
Why does market and opinion research matter?
LI: Your readers might remember blunders like the Brani Airlines ad that invited passengers to ""y naked" (vuela en cuero), or the Chevrolet Nova being ridiculed as “No Va” (it doesn’t go). ese mistakes happened despite focus groups and message testing.
Business decisions must be based on science, not hunches. Research provides insights that inform marketing and communication strategies, helping organizations avoid missteps, embarrassments, and wasted resources. Today, we can take the pulse of a target population in real-time, something that was impossible until recently.
What type of clients do you work with, and what is unique about your approach?
LI: We work with clients in banking, pharmaceuticals, food and beverages, tourism, and others. Each client faces unique challenges, from developing marketing strategies and nding the right in"uencers to crisis mitigation and providing relevant insights.
Our success, our clients tell us, lies in our ability to understand a situation, and develop e ective solutions based on insights. Having worked for more than 12 presidents in Latin America and many elected o cials in the U.S., we understand the importance of actionable results—transforming insights into actions.
What early examples helped propel your business?
LI: One early example was a leading supermarket chain struggling to adapt to demographic changes in Latino neighborhoods. rough mall intercepts and focus groups, our ndings and
recommendations turned the stores around. Changes in color schemes, signage, music, and employee name badges made the di erence.
Another was when a major corporation noticed an article we wrote about changes in Latino organizational leadership. ey needed to understand Latino leaders better. We conducted In-Depth Interviews (IDIs) with about 75 Latinos in various sectors. e proprietary insights were stunning, revealing, among other things, that many Latinos resented the duplicity of corporations regarding immigration.
Following Hurricane María, we conducted a study for a leading nonpro t concerned about publicizing its disaster response. Our research led to recognition that victims welcomed information about relief e orts. Our recommendations changed the nonpro ts communications in many successful ways.
More recently, our major study on Latinos in the insurance industry uncovered internal biases, and a study on employment bias revealed ignorance and bias from job descriptions and interviews to onboarding and mentoring. We presented our ndings at a two-day New York University conference and they were turned into a best-seller.
We are currently working for several companies interested in raising awareness and increasing loyalty among Latino consumers. Most of our clients are interested in a particular segment of the Latino population and seek e ective results.
HAVING WORKED FOR MORE THAN 12 PRESIDENTS IN LATIN AMERICA AND MANY ELECTED OFFICIALS IN THE U.S., WE UNDERSTAND THE IMPORTANCE OF ACTIONABLE RESULTSTRANSFORMING INSIGHTS INTO ACTIONS.
What trends do you see that merit research?
LI: ere are many, but some we plan to address in this space include:
• e dri of Latino voters toward the Republican Party ahead of the November elections. ere is much commentary and speculation, but little research.
• e transformation of Latino consumers, particularly young Latinos.
• e implications of Arti cial Intelligence for Latinos. While AI, particularly generative AI, is impacting businesses, its e ect on Latinos and how it can bene t them remains unclear.
• Latina entrepreneurs lead in business creation, but research is lacking on their backgrounds, motivations, funding sources, revenues, and scaling.
• Latinos in C-Suites and on corporate boards. Progress is slow. We have developed a study to explore factors that propel and inhibit advancement.
What advice would you give to Latinos interested in the Latino market?
LI: First, knowing your target is crucial. Latinos di er in levels of acculturation, and other attributes are key to gaining loyalty. Second, develop compelling messages and communicate e ectively without stereotypes or o ensive content. ird, determine the best platforms to reach your target group cost-e ectively. Fourth, always anticipate trends; take the pulse of your target population. Finally, constantly test your campaigns to adjust strategies rapidly.
PANCHO GONZALEZ CEO OF LOPEZ DORADA
FROM FRANCHISEE TO CEO:
Francisco ‘Pancho’ Gonzalez's Journey in the Food Industry
Francisco ‘Pancho’ Gonzalez’s journey from a single unit McDonald’s franchisee to the CEO of Lopez Dorada appears to be based on the power of perseverance, vision, and cultural pride. Born in a small town in Tabasco, Mexico, Pancho moved to the United States with a dream and a determination to make a di erence. His path was not an easy one, however, through hard work and belief in his abilities, he rose to lead one of the most in uential companies in the food industry.
Pancho re ects on the moments that de"ned his career from the early days of managing a single franchise, to the strategic decisions that sent him to the executive suite. His leadership style, deeply rooted in relationships, respect for others and a commitment to excellence, is not only transforming Lopez Dorada, but is also setting a new standard for inclusivity and innovation in the industry.
He began his career in the hospitality and tourism industry in Tabasco, in uenced heavily by his family's involvement in the sector. "I was very involved with the tourism industry, hospitality industry for a long time with travel agencies and tourism into the Mayan culture area," he recalls. His entrepreneurial spirit led him to McDonald's in the early 1990s, where he aspired to become a franchisee. A er rigorous training in the “Registered Applicant Program,” he opened his "rst McDonald's restaurant in his hometown, Villahermosa, Tabasco, in 1993. Over eight years, he expanded to "ve restaurants, covering key cities in the oil and gas regions of southern Mexico.
In 2002, Pancho sold his restaurants to McDonald's Corporation and transitioned into an executive role. His preparation included training in
Venezuela, Brazil, and the United States. He became Vice President of Operations for McDonald's Mexico, and later Senior Vice President of Operations, overseeing Mexico and Central America. By 2006, he was the Managing Director for McDonald's Mexico, playing a crucial role in the transition to "Arcos Dorados," the largest McDonald's franchisee in the world.
Pancho's career took a signi"cant turn in 2009 when he moved to the United States. He held various leadership roles, including Vice President positions in Indianapolis, Chicago, and Michigan regions. His leadership during economic downturns, particularly in Detroit, showcased his ability to drive strategic plans and foster partnerships. "His leadership during the tough times and his strength in building and fostering partnerships with all stakeholders of the business led him to be tapped for his role of Vice President and General Manager for the Houston Region until August 2018," he notes.
In 2019, Pancho joined Dunkin' Brands as Regional Vice President for the Southwest Region in the US and Latin America, and the Caribbean. His role expanded under Inspire Brands, where he served as Vice President of the Americas for six brands until May 2022. He was then appointed CEO of Lopez Dorada Foods, a position he holds with pride and dedication.
Pancho attributes his success to his family values and the principles instilled in him from a young age. "I would say that the background and what I learned at home with my family, not only with my mother, that is just my pillar, my wife, my 6 children, and all my family members," he says. His leadership mantra revolves around three Rs: Results, Relationships, and Respect. "I always get the expected results but also try to exceed those results," he emphasizes. Building and "xing relationships and respecting everyone in the organization are equally crucial to him.
Despite his international career, Pancho remains deeply connected to his Mexican roots. He proudly represents his heritage and emphasizes the importance of family, respect, and hard work. "I am Mexican-American, and proud to be Mexican, born and raised there, and I feel very proud about the culture, the family, the principles and values that we bring to the table," he states.
In his current role at Lopez Dorada, Pancho is focused on taking the company to the next level while maintaining its legacy. He believes in continuous improvement and the importance of community involvement. "When we talk about community, it starts internally... How do you make those people, those individuals, the people that are part of the Lopez Dorada family have a good life, have a good job, stability?, while delivering our promise to our customers" he questions.
His commitment to his employees, his customers, and the broader community shapes his leadership approach. Gonzalez’s success is not just measured by his professional achievements, but also by the impact he has made on those around him.
Luisana Rodriguez Courtesy
His leadership mantra revolves around three Rs: Results, Relationships, and Respect.
RODRIGO D'ESCOTO, JR
RODRIGO D'ESCOTO JR.: WHEN
INNOVATION MEETS HERITAGE IN THE ENCLOSURE INDUSTRY
Rodrigo d'Escoto Jr. the founder, president, and CEO of Re ection Window + Wall (RWW), has built an impressive legacy over the past 23 years. Leading one of the nation's largest minority-owned companies, RWW employs over 200 workers across "ve countries, re ecting d'Escoto Jr.'s dedication to his employees and his drive for innovation in a competitive marketplace.
He highlights the formative experiences that shaped his entrepreneurial journey. "I come from a Nicaraguan family, I'm very proud of our heritage. My grandfather was an ambassador around the world for the Somoza's" he recounted. is heritage, marked by a blend of diplomatic prestige and personal resilience, deeply in uenced his path. His grandfather’s diplomatic career spanned multiple countries, and his father, a chief estimator who faced and overcame signi"cant discrimination, served as a major mentor.
Rodrigo’s father’s experiences in the construction industry le a lasting impact. "My father got "red because he fought back against discrimination. If you did that today, though, you wouldn’t get "red," Rodrigo noted, emphasizing the deep contrast between past and present attitudes toward racial discrimination. Despite these challenges, his father established his own successful construction company in 1972, teaching Rodrigo valuable lessons about resilience and perseverance.
His upbringing was marked by a strong work ethic instilled by his parents. "We did a paper route a er school, we raised farm animals … we worked all the time," he shared. is hands-on approach to work, coupled
Luisana Rodriguez Rodrigo d'Escoto Jr. & Re ection Window + Wal
“RWW EMPLOYS OVER 200 WORKERS ACROSS FIVE COUNTRIES, REFLECTING D'ESCOTO'S DEDICATION TO HIS EMPLOYEES AND HIS DRIVE FOR INNOVATION IN A COMPETITIVE MARKETPLACE.”
with a competitive spirit among his siblings, cultivated his entrepreneurial drive. Re ecting on his Hispanic heritage, Rodrigo emphasizes the importance of cultural pride and connection. "I deeply love our people. I love our culture. I love our cuisine," he said. Despite growing up in the United States, his identity remained "rmly rooted in his Nicaraguan heritage, which he maintains through family ties, property ownership, and frequent visits to Nicaragua. Rodrigo's entrepreneurial journey has not been without its challenges, particularly as a Latino in the construction industry. "Learning and becoming a master at your trade takes time," he explained. Developing credibility with developers, contractors, and banks was a signi"cant hurdle. However, his focus on building trust and establishing a strong track record paid o . At the core of RWW's success is Rodrigo's leadership philosophy centered on people. "I have a motto: I work for you. It’s a collaborative leadership approach," he said. Rodrigo believes in prioritizing his employees' needs and fostering a supportive environment, "If you focus on the employee, you'll be surprised at what happens to the company," he asserted.
Rodrigo is also committed to increasing Latino representation in the construction industry. "We need more Latinos coming up through the schooling system in construction management, architectural, and engineering "elds," he stated. He advocates for more institutional knowledge-sharing and cross-pollination within the community to foster future Latino entrepreneurs and leaders.
Looking ahead, RWW is poised for continued growth and innovation. e company is already the largest minority manufacturer of building facades in the U.S. and holds numerous patents that promise to revolutionize building technology. One of Rodrigo's visions is to introduce a new product line for a ordable housing and empower Latino entrepreneurs across the country. "Imagine a world where facades are generating energy from the outside, reducing the dependency on power sources," he envisioned.
In a signi"cant development, RWW has sourced low-embodied carbon aluminum and glass at no additional cost. "People don't want to pay a premium to do what's right for the planet," Rodrigo remarked, underscoring his commitment to sustainability and innovation without compromising on a ordability. His journey from his bicultural upbringing to leading a pioneering company is a testament to resilience, cultural pride, and visionary leadership. His dedication to his employees and community continues to drive RWW’s success, setting an example in the industry.
HISPANIC HERITAGE MONTH:
A celebration to our roots
As part of our commemoration to HHM we have gathered some highlight quotes that represent thoughts and feelings around this special month. We have focused on two main questions:
• How is Hispanic Heritage Month relevant to you? And how do you celebrate it?
• In the future, how would you like Hispanic heritage to be celebrated
FELIPE BASULTO
"One of the greatest lessons I've learned as a leader is not to look back and dwell on setbacks or challenges, it is to move forward, learning from the past and being better today than you were yesterday."
ANTONIO GARZA
" The month is a reminder of how far we've come as a community, and how many more miles we still have to go...
How will I spend the month? Well, I'm at that age where I'll be speaking to young Latinos, mentoring where I can. A reminder that our future is in good hands with the next generation."
FRANCIS HONDAL
“As a proud, !rst generation CubanAmerican, HHM is a celebration of our heritage, our culture and our collective contributions and in uence in our places of employment, our communities and across all facets of society. I enjoy celebrating HHM by proudly sharing my personal story that in uenced my career successes as a Hispanic professional in hopes of inspiring others to pursue their aspirations.”
I always enjoy Hispanic Heritage Month as it is a common opportunity for Latinos in the US to really unite: celebrating our culture, our heritage but more importantly our economic impact on this great country.
“As a seventh-generation Texan with roots tracing back to when the region was still part of Spain and Mexico, Hispanic Heritage is deeply relevant to me personally and professionally. At the USHCC, we use this time to celebrate and showcase the $3.2 trillion economic impact of the Hispanic community and amplify the voices of our 5 million Hispanic-owned businesses.”
“As a rst-generation US-born Latino and proud son of two Mexican parents, I love how we get to celebrate and showcase the beautiful spirit of the Hispanic culture in all aspects of life – including our economic impact across our country.”
“As an immigrant who has experienced the journey of pursuing the American dream, this month reminds me of our collective power and in!uence and a community and as a “familia.” I believe that the best way to celebrate is with the living testimony of our lives and contributions. While we can be inspired by the extraordinary stories of many famous and prominent Latinos, our in!uence is ampli ed by the power of our own stories; and our stories leave a legacy when we keep mentoring, investing and sharing what is possible when we believe in our own power!”
“Hispanic Heritage month reminds me of how far we are from being acknowledged by the leaders of our country across all sectors and how despite our invisibility- or because of it- we are making vast educational and economic progress. The kind of silent progress that has always made immigrants the driving force of this country.”
“This month is a special time to honor the sacri ces my parents made to build a better life for our family and to recognize the hard work and resilience that went into establishing our place in this country. It’s a moment to celebrate our roots, share our heritage, and acknowledge the signi cant contributions Hispanic Americans have made to the fabric of this nation.”
“By celebrating our milestones and potential and recognizing the challenges we've overcome, we stay grounded and united as a community. It is our collective duty to honor the historical contributions, rich cultures, and economic impact of Hispanics and Latinos worldwide. Supporting one another is essential to inspiring our future and the generations to come. Our contributions deserve recognition across all industries, year-round."
SILVANA MONTENEGRO
JEANETTE PRENGER
RACHEL C. YBARRA
“A personal passion of mine is supporting Latinos in advancing their nancial strength to con dently face any future challenges. During Hispanic Heritage Month, we host an online survey inviting the community to ask nancial questions. In response, we offer educational insights through a special podcast. This initiative is about building upon our ancestors' hard work and creating a lasting legacy for future generations.”
a Latina entrepreneur, I am grateful that Hispanic Heritage month recognizes the diverse histories and achievements of our community. Hispanics have served an integral role in shaping the United States and taking time to celebrate our achievements provides a point of pride in our heritage and inspires our younger generations.”
"Success is not just about what you achieve, but how you uplift others along the way. As a proud Latina, I know that together we have the power to not only transform our communities but also create lasting change in the world. When we elevate each other, our impact becomes limitless."
GABY NATALE
"Hispanic Heritage Month is not just a time to celebrate; it's a vital period for us to engage, educate, and elevate the extraordinary contributions of our community. As a speaker and journalist, I see this month as a crucial starting point to initiate and sustain meaningful conversations year-round. Each moment, each story shared, is an opportunity to break barriers and smash stereotypes, paving the way for a deeper understanding and appreciation of our rich, diverse cultural heritage. Let's continue to highlight our triumphs and challenges not just this month, but every day”
Joseph Treviño
WHAT IT MEANS TO BE LATINO
For Hispanic Heritage Month, the following folks exemplify what it truly means to be Latino in 2024.
Ever since President Ronald Reagan expanded Hispanic Heritage week to a month-long celebration in 1988, it has been a task to choose who are the trailblazers and legends to be honored every year.
With so many talented individuals in the Latino community, countless folks who strive in every eld, profession, and vocation to serve others in sel ess, heroic ways, it’s nearly impossible to include them all in a list. Still, humbly, here at Latino Leaders we have strived to name 10 Latinas and Latinos who undoubtedly should be in this group.
We know we have le out many folks who should be here. We ask for your pardon.
Still, this is Hispanic Heritage Month, the season to celebrate everything Latino. And to recognize, look up to and be inspired, especially by the following Latinos who have worked in di erent elds and le their own mark that are worthy of emulation.
RICHARD RODRIGUEZ
• Richard Rodriguez may well be the greatest American essayist alive today. is is in no way shape or form an exaggeration.
e author of the classic work, Hunger of Memory, Rodriguez has been a leading writer for newspapers like the Los Angeles Times, the New York Times, Harpers Magazine, Mother Jones, Time Magazine and the PBS Newshour. His other books, Days of Obligation: An argument with my Mexican Father and Darling: A spiritual autobiography, are also must-reads.
e San Francisco based writer, who came out as a Gay person in his book Days of Obligation, has always de ed being boxed in. His elegant, old-school gentlemanly prose reminds readers of Jonathan Swi , while his memoir, Hunger of Memory, should be required reading for most young Latino writers of today who, unlike Rodriguez, are prone to writing their own memoirs, o en written in a poor, self-absorbed way.
Alas, there is so much more to Rodriguez. Just the chapter Credo, from Hunger of Memory, about the au-
thor’s growing up and relationship with his Irish teacher nuns from his boyhood, is worthy of being put in the Catholic canon of literature next to St. Augustin and other classics.
“Of all the institutions in their lives, only the Catholic Church has seemed aware of the fact that my mother and father are thinkers—persons aware of the experience of their lives,” Rodriguez wrote in Hunger of Memory. “Other institutions—the nation’s political parties, the industries of mass entertainment and communications, the companies that employed them—have all treated my parents with condescension.”
Though Rodriguez has slowed down in writing essays for top newspapers in recent years, here is a shout-out that America’s greatest man of letters alive today make a return to the public writing hemisphere. Now, more than ever, we need of his sagely essays and his unparalleled vision.
MONICA LOZANO
• Monica Lozano helmed La Opinión, the top, most in uential and respected Spanish-language daily newspaper in the country.
ink about it. A real life, daily, Spanish-language newspaper in Los Angeles, with dozens of reporters covering the biggest metropolis in the nation, from politics, metro, crime, entertainment, sports, culture, music, you name it. Now, in 2024, just the mere thought that something remotely close to it would be possible is, well, unthinkable.
Under Lozano’s leadership as the publisher and CEO of La Opinión (and parent company Impremedia), the paper covered the AIDS crisis of the 1980s, the high rates of infant mortality, the immigration debacle in all of its forms, local and international Latino entertainment, culture, and sports, with countless exclusive interviews in all beats and fields.
Since leaving Impremedia and La Opinión, Lozano has been sitting on several boards like the Walt Disney Company, Apple, the Weingart Foundation, the National Council of La Raza, the Rockefeller Foundation and Target. Her good work goes on.
JORGE RIVERO
• When was the last time you saw a Latino leading man in a top Hollywood !lm or in Europe? We’re talking about a real hunk, not a brooding, pensive dramatic but plain-looking actor?
at’s right. You didn’t.
Alas, Jorge Rivero was filmdom’s ultimate hunk in times that most moviegoers view of a Mexican male would be of the likes of Alfonso Bedoya in his famous line in The Treasure of Sierra Madre, “I don’t have to show you any stinking badges!” In other words, as best as a short, sombrero-wearing, interesting but ugly-looking character.
Instead, Rivero was the total opposite of the derogatory male Latino stereotype.
With his six feet of height, a muscular physique, and a ruggedly striking face that dreams are made of, Rivero seduced moviegoers and showed that perhaps the sexiest man alive was, well, a Latino. Not only did he star in dozens of movies from Mexico and Europe during the 1960s to the 1980s but co-starred next to John Wayne in Hollywood !lms like Rio Lobo.
But Rivero was far more than just a pretty face. He showed he had some legit acting skills in experimental, daring films like Francisco Del Villar El llanto de la Tortuga (with a script by the famous novelist Vicente Leñero), where he plays Carlos, a depraved playboy. Full of great dialogues, orgies, debauchery, corruption, greed and murder, the 1974 movie was a hit in Mexico and was hailed by critics and moviegoers alike for showing how corrupt the country’s elites were.
Rivero now lives in Hollywood with his wife, Betty, from where he occasionally still appears in films in Mexico. “I can still feel I am in the heart of my fans,” he said.
LATINA FARMWORKERS
• In so many ways, all farmworkers are to one extent or another America’s unsung heroes.
But Latina farmworkers are in category all of their own. Madeup of married women, single mothers, LGBTQIAPN+ and more, they all share one thing in common: they are the hardest-working people in the nation.
You can see them toiling in the 130-plus degree Fahrenheit temperatures of California’s Imperial Valley (that’s right, 130-plus degrees!) !elds picking onions or under the freezing, open-aired snowy !elds of Washington State’s Yakima Valley. Latina farmworkers just won’t quit. eir hardened, calloused hands and bodies are not shaped in delicate, air-conditioned gyms, but chiseled under harsh conditions.
e 2-3 million farmworkers toil shoulder to shoulder across the country, sometimes inhaling pesticides or dusts from !elds, which provoke asthma and other respiratory illnesses. During the pandemic, they were deemed essential workers by the federal government.
In addition, farmworkers are o en paid low wages, have little access to health care and some speak limited English.
“It is with tremendous gratitude, pride, and admiration that we honor farmworkers with the Heroes Award this year,” said Antonio Tijerino, president and CEO of the Hispanic Heritage Foundation in 2020. “Every single time we take a bite of food, we should think about the importance of our farmworkers in our lives, especially during the COVID-19 crisis as they put themselves and their families at risk to nobly nourish our families. eir service is nothing short of heroic.”
VICTOR CORNEJO
• As a kid growing up in Ciudad Juarez, Victor Cornejo could only dream of going shopping to El Paso, the neighboring American border town. He was too poor for that.
But now, Cornejo is the owner and designer of his own company, Hatters of America, based in the Dallas area.
Previously he worked as brand designer for Milano Hats and Dorfman Paci!c in Garland, Texas, the biggest hat company in the world. He designed the cool trilbys for Bruno Mars, the badass cowboy hats for Jorge Hernandez, the lead vocalist of Los Tigres del Norte and Carlos Santana’s gorgeous hat collection.
Cornejo was a young prodigy when he met omas Harris, then president of Hatco, owner of Stetson hats. He was impressed by Cornejo,
“ WITH SO MANY TALENTED INDIVIDUALS IN THE LATINO COMMUNITY, COUNTLESS FOLKS WHO STRIVE IN EVERY FIELD, PROFESSION, AND VOCATION TO SERVE OTHERS IN SELFLESS, HEROIC WAYS, IT’S NEARLY IMPOSSIBLE TO INCLUDE THEM ALL IN A LIST.”
HISPANIC HERITAGE MONTH
who started working with the venerable company under the tutelage of legendary hatmaker, Gary Rosenthal.
With Cornejo’s designs, Stetson, which was then undergoing a setback in sales, made a comeback. With new cowboy hats like “La Guadalupana,” many Latino clients started to !ock back to the brand.
Now, the so -spoken Cornejo is busy creating hats for clients all over the world, including famous Mexican brands like Cuadra and Corral.
DORENE DOMINGUEZ
• At rst glance most onlookers may not know that Dorene Dominguez is one of the most successful Latinas in the country.
Dominguez is the chairwoman and CEO of Vanir Construction Management, a company she has commanded to become one of the most productive woman-owned management, construction, and real estate development rms in the nation. Ah, but there is much more.
An avid sports fan, Dominguez became in 2013 the rst Latina to be a minority owner of an NBA team. She was part of a group that purchased the Sacramento Kings.
“ $e fans’ enthusiasm drew me in – especially, when they fought to keep the team in Sacramento,” Dominguez told NBA.Com about what drew her to the Kings. “ $at energy inspired me to step up and invest in the Kings and in Sacramento. $e Kings truly are a community asset. $is team brings us all together as a family!”
Since its creation, Vanir has brought $29.3 billion in value to its clients. She took the reins of the company in 2004, after her father, Frank Dominguez, passed away— he founded the company in 1964.
The death of her father was a great loss for her and her family. Still, Dominguez realized she had to do things in a different form, she said.
“I realized that I’m my own person and that I do need to make my own decisions,” she said. “ $at was a very important pivot point for me as well as the company, because I believe that I really wanted to elevate women.”
“FOR HISPANIC HERITAGE MONTH, THE FOLLOWING FOLKS EXEMPLIFY WHAT IT TRULY MEANS TO BE LATINO IN 2024..”
REV. SAMUEL RODRIGUEZ
• He has advised Presidents George W. Bush, Barack Obama and Donald Trump, praying in two presidential inaugurations.
Time Magazine named Rev. Samuel Rodriguez as one of the 100 most in!uential people in the world and as the head of the National Hispanic Christian Leadership Conference, he leads over 40,000 Latino Evangelical churches. He is also a best-selling author and a movie producer.
In addition, Rodriguez, who is of Puerto Rican origin, is not shy about advocating for Latino immigrants and sharing his views on politics that a ect Hispanics and national elections.
Ordained as an Assemblies of God minister in 1992, Rodriguez, 54, who lives in Sacramento with his wife and leads the Megachurch New Season, believes that one of the major threats to the world currently is the philosophy of deconstructionism, which he said led to totalitarian regimes at the beginning of the 20th Century and led to WWII.
“We’re going down the same slippery slope with this idea of deconstructing the historical institutions that have to a great degree sustained not just Western civilization, but civilization overall,” he told Deseret News. “It’s an ideology of anarchy, of chaos. $ere is no truth. It’s undergirded by moral relativism and cultural decadence, with no rails. It’s anti-science, anti-faith.”
XAVIER GUTIERREZ
• Xavier Gutierrez is a man of vision, and accomplishments.
In 2020, Gutierrez became the rst Latino to become CEO of the Arizona Coyotes, a National Hockey League team that was based in Phoenix. In a sport that has fewer Hispanic fans than other more popular sports, he worked to increase the fanbase of Latinos to his team and to Hockey.
“I’m honored to be the only Latino leading a major American sports franchise, working alongside the only Latino owner in NHL history, but I’m hopeful we’ll be in good company with many others quite soon,” Gutierrez said when he took charge of the Coyotes.
In 2024, the Coyotes moved to Utah and Gutierrez did not continue as the CEO of the team. Still, far from leaving sports, he is now working towards increasing Latinos in sports in other ventures through Latinos in Sports (LiS) and ImpactX Sports Group.
Gutierrez was born in Mexico and grew up in San José, California. !ough his parents did not attend college, they were adamant about their children pursuing a higher education.
Gutierrez would go on to earn a bachelor’s degree from Harvard and a law degree from Stanford.
“It’s really a blessing. !ey had the vision to inspire me and my three siblings to all go to college. I feel honored. I feel like I have been able to live my American dream,” Gutierrez told ABC15 Arizona in an interview.
EDUARDO VERASTEGUI
• Who said the movie star activist was dead?
If in doubt, please consider the case of Eduardo Verastegui. !e green-eyed hunk and star of movies like Chasing Papi and Mexican telenovelas had a spiritual conversion and decided to chuck all "lm projects that did not have a meaningful message.
For 20 years -20 years! – Verastegui, 50, produced and often appeared in movie after movie that mostly bombed at the box office. Some people said that he went batty.
Until 2023, when his unyielding drive and faith in his projects paid off in Sound of Freedom, an independent movie produced by Verastegui that went toe to toe with Hollywood powerhouses like Mission Impossible: Dead Reckoning Part One and Indiana Jones and the Dial of Destiny. Released by independent Angel Studios, Verastegui’s low-budget flick went on to gross $250.6 million at the box office.
What’s more impressive is Sound of Freedom’s theme that deals with child tra cking. !e movie tells the story of Homeland Security agent Tim Ballard (played by Jim Caviezel), who embarks on a mission to rescue children from sex tra ckers in Colombia.
With Sound of Freedom and Verastegui’s relentless crusade against child tra cking, his career as political activist is taking o$. In 2023 he failed to qualify as a candidate for Mexico’s 2024 presidential elections.
However, Verastegui formed the Viva Mexico movement, which is squarely aimed at supporting conservative causes. He now has his focus on a new goal: becoming President of Mexico.
CAROLINA HERRERA
• Ever since she took the fashion world by storm, Carolina Herrera has come to be synonymous with elegance.
!ough some may believe that elegance evokes in today’s oh so “authentic” mien a hint of snobbery or passé, Herrera disagrees. Boldly.
“ !e Carolina Herrera woman is a global woman,” Herrera told the New York Times.
“I think they like to be sophisticated, and they don't mind being called elegant. Some girls look at the word “elegant” like its old fashioned. For me elegance has to be there always. !at’s why I like the perfect "ttings, the perfect dress, and the perfect coat. I think that's what every woman wants.”
Born in Caracas, Venezuela in 1939, Herrera grew up in a well-o$ family. Her socialite grandmother would take her to fashion shows where she got used to beauty.
"My eye was accustomed to seeing pretty things," she said.
Herrera was already a mother and a wife of 41 when she "rst introduced her collection. She was an instant hit.
Jackie Kennedy and many "rst ladies from around the world and A-list movie stars ocked to her creations. She turned her brand into an empire. Currently 85, Herrera and her brand continue to be on top of the fashion world.
INDEX 5OO OF LARGESTLATINO OWNED COMPANIES
Latino Leaders Magazine and BMO have recently celebrated the reception for the Index 5OO of Largest-Latino Owned Companies in New York City. Here are some photographs taken during the event. We look forward to celebrating more businesses who are part of our Index 5OO.
Courtesy of BMO F. Izquierdo New York City
LATINO LEADERS: MAESTROS 2024
NEW YORK CITY
On September 10th, 2024 Latino Leaders hosted its annual Maestros recognition dinner in New York City.
• Maestro of Entrepreneurship: Raquel Tamez, Chief Inclusion & Engagement O cer, Charles River Associates
• Maestro of Professional Achievement: Susie Jaramillo, CEO, Encantos
• Maestro of Community Service: Rebeca Rios-Kohn, Executive Director, Arigatou International
Join us in celebrating these inspiring leaders who embody the excellence and diversity of the Latino community. Stay tuned for updates from this remarkable event as we honor their contributions to leadership, entrepreneurship, professional achievement, and community service.
Our sincere thanks to our sponsors: Southwest Airlines, JPMorganChase, So tek, and CBRE for their support.
WHERE CRAFTSMANSHIP MEETS EXPERIENCE: A CELEBRATION OF WHISKY, CIGARS, AND THE ART OF LIVING
e evening was destined to be more than just a gathering. When Christopher Coates, Director and Editor-at-Large of WhiskyMagazineandChair of Judges for the World Whiskies Awards and Icons of Whisky, joined us at a Cigar Lounge in Dallas, two worlds—luxury and cra smanship—came together in a moment of celebration. It was a night where cigars met whisky, not just in the traditional sense of pairing, but as a shared narrative of passion, artistry, and experiences. Alongside with three cigar industry experts, Jacob W. Wintersteen, Kirby Allison, and myself, we were poised to explore not only the exquisite tastes before us but also a larger cultural shi toward the pursuit of authentic, experiential living.
Christopher, with his Scottish charm and years of expertise in whisky, cigars, and travel, took the evening by storm. During a conversation about how I had been encouraging my clients to experiment with di erent chasers—everything from iced tea to freshly squeezed fruit juices—to accompany whisky, whether neat or on the rocks. Not long ago, pairing whisky with anything other than water would have been considered sacrilege by enthusiasts. But now, the tides were shi ing, and people were becoming more open to exploring new ways to enhance their whisky experience.
In that spirit, Christopher recounted stories from his travels. One resonated deeply with everyone—a tale of people visiting whisky distilleries, not merely for tastings but for the experience of shadowing a master distiller. These visitors weren’t content to simply sample the finished product; they longed to understand the art, to witness the magic of distillation in action. Spending an entire day alongside a master distiller, observing the delicate balance of tradition and precision, became the ultimate experience. For them, this wasn't just whisky anymore; it was a deeply personal journey into the heart of craftsmanship.
e evening was rich with these stories of connection—of people coming together not simply for products but for moments that could be remembered long a er the glass was empty, and the cigar had burned to ash. is was a celebration of the human spirit's shi from consumption to experience, from material to meaning. e synergy between the worlds of whisky and cigars
was palpable that night. We all conclude that life is about more than collecting things—it’s about savoring the moments that shape us. As we sipped our multiple expertly paired whiskies and cigars, it felt as though we, too, were participants in this movement—a recognition that the best things in life are not bought but lived.
So, I invite you to explore, experiment, and create your own unique experiences—whether by pairing a new chaser with your favorite whisky or discovering the perfect cigar to complement its avors. Both whisky and cigars o er rich worlds of cra smanship and indulgence, and the journey to nding your perfect balance is yours to enjoy.
Francisco Arias Cigar Sommelier
Jacob W. Wintersteen III, Christopher Coates & Francisco Arias
LATINO LEADERS CELLAR
A SIP OF FALL
Ferráez
JFerraez_Latino
Domain Dubernay P & F Mercurey 2022 “La Perrière” ($48)
• Mineral and fruity approach with vanilla, lemon curd, fresh pineapple and quince fruit. On the palate it is elusive, with elegant character and good acidity. It has some herbal notes, more on the side of lemongrass and sage. Medium bodied. A refreshing wine to sip while waiting for dinner.
Mauro VS 2019 Vino de la Tierra de Castilla y Leon ($145)
• !is is one of the great wines of Spain. It opens incredibly fruity and exuberant. With vanilla, forest and licorice notes. On the palate it shows more ripe red fruit, with galloping hints of cherry, plum and raspberry. !e wine is silky, elegant and powerful with a very charming punch of violet and creamy notes of espresso. A fantastic wine! Wow!!
Rutini Single Vineyard Altamira Malbec 2018 ($65)
• It is kind of closed at the beginning but will start open with raspberry and blueberry notes. Perfumed with licorice and some spice. Although it is not very expressive at the beginning, the pace and time it takes to open is remarkably enjoyable. Two days a er it is still closed but drinks well, with substance and sweet tannins. !is is a great wine, easy to understand and easy to drink for that BBQ outside now that summer is over.
Melka CJ Napa Valley 2014 ($80)
• A fantastic producer of wine in Napa, this one opens with great fruit concentration, mellow, creamy notes of raspberry, black cherry and plum. It is Full bodied with an amazing balanced and round texture. Silky and subtle with re ned and sophisticated hints of black fruit marmalade and peppery notes. Complex and fantastic. A delicious wine to have with a big steak dinner.
La Spinetta Barbaresco Stardari Vursu 2019 ($199)
• One of the best Barbarescos out there, from a very well reputed producer: La Spinetta. It has a very interesting start with a slap of red and blue fruit, spice and rm tannins. On the palate is wow: deep and ample with a medium body structure. Silky, complex and big. !is is a fantastic wine with nesse and terroir. A beautiful expression of Nebbiolo! It keeps evolving forever. Should make a bistecca or any meat pasta a fabulous meal.
Zuccardi POLIGONOS
Vinos de Pueblo, Valle de Uco Semillon 2021 ($34)
• A er two days of opening the bottle, this pale-yellow wine is fresh, succulent and buttery. It has notes of quinces, peaches and honey on a medium body and it also shows white pear and hay notes. It is ample, savory and long with nice acidity and bright complexity. I loved this wine with a feta cheese and apricot salad with mustard vinaigrette! Delicious!.
Jorge
@
@ferraez.wine Luis E. González
Bringing Texas Energy to Texas Growth
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