Join 500 entrepreneurs for the 3rd Annual Latina Entrepreneurship Conference in Houston, TX at the George R. Brown Center
JUNTAS We Step In
We’re here to help you achieve your business goals and our agenda is packed with actionable takeaways that will help you move forward in your mujerpreneur journey.
Latinas are the cornerstone of our community, and you will find a network of Amigas like no other at our in-person events
Share with one another and establish long-lasting relationships that will help you innovate and tackle the challenges of being your own boss.
Agenda 2025
MARKETING STAGE
Marketing Stage
10:00 - 10:45 AM
Building a Scalable Brand
Grow your business while keeping a strong, adaptable, recognizable brand.
11:00 - 11:45 AM
Cultivating Supportive Community
Build a network that supports your mission and business growth.
2:30 - 3:15 PM
The Digital-First Business Toolkit
Tools and strategies for marketing, e-commerce, and online engagement.
3:30 - 4:15 PM
Fireside With The Marketing Pros
Insights and lessons from top marketing leaders.
DEVELOPMENT STAGE
Development Stage
10:00 – 10:45 AM
Prioritizing Purpose in Business
How mission-driven leadership fuels growth and loyalty.
11:00 – 11:45 AM
Hustle to Hypergrowth: Scaling smarter, not harder with AI
Beatriz Acevedo on scaling with AI and purpose.
2:30 – 3:15 PM
Latina On A Mission: Viri Maldonado
From PR agency founder to marketing leader.
3:30 – 4:15 PM
Mujerpreneurs to the Rescue
Strategies from Latina entrepreneurs shaping the future.
FINANCE STAGE
Finance Stage
10:00 – 10:45 AM
Managing Cash Flow with Confidence
Essentials of cash flow, credit, and funding to make smarter financial decisions.
11:00 – 11:45 AM
Smart Budgeting for Entrepreneurs
Discover local resources, networks, and opportunities for entrepreneurs in Houston.
2:30 – 3:15 PM
Investment Strategies for Small Businesses
Practical steps for saving, investing, and planning for lasting financial security.
3:30 – 4:15 PM
Financial Planning for Growth
Preparing the next generation to confidently manage and grow your business legacy.
THE RUSTIC STAGE
The Rustic Brunch
12:30 – 1:00 PM
Brunch Keynote
Keynote: Dr. Laura Murillo, President & CEO, Houston Hispanic Chamber of Commerce
1:10 – 2:00 PM
Brunch Expert Panel
Panel discussion on breaking barriers and empowering Houston's Latino business community.
Marketing Stage
9:30 - 9:45 AM
General Session: Joaquin Martinez
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Joaquin Martinez
General Session: Joaquin Martinez
Time
9:30 - 9:45 AM
Description
Inspiring opening remarks from Houston City Council District 1 Councilmember, Joaquin Martinez.
Speaker
Joaquin Martinez
10:00 - 10:45 AM
Building a Scalable Brand
Grow your business while keeping a strong, adaptable, recognizable brand.
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Host: Becky Garcia Herrero
Moderator: Sandy Ibáñez
Panelist: Tamara Washington
Panelist: Lillian Morales-Laster
Panelist: Abigail Gonzalez
Building a Scalable Brand
Time
10:00 - 10:45 AM
Description
Learn how to grow your business while building a strong, adaptable, and thriving brand.
Speakers
Host: Becky Garcia Herrero
Moderator: Sandy Ibáñez
Panelist: Tamara Washington
Panelist: Lillian Morales-Laster
Panelist: Abigail Gonzalez
11:00 - 11:45 AM
Cultivating Supportive Community
Build a network that supports your mission and business growth.
×
Host: Becky Garcia Herrero
Moderator: Stephanie Gonzalez
Panelist: Sheila Marquez-Galeana
Panelist: Karina Pompa
Panelist: Melissa Pompa
Cultivating Supportive Community
Time
11:00 - 11:45 AM
Description
Create and nurture a community that champions your work and helps your business thrive.
Speakers
Host: Becky Garcia Herrero
Moderator: Stephanie Gonzalez
Panelist: Sheila Marquez-Galeana
Panelist: Karina Pompa
Panelist: Melissa Pompa
2:30 - 3:15 PM
The Digital-First Business Toolkit
Tools and strategies for marketing, e-commerce, and online engagement.
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Host: Becky Garcia Herrero
Moderator: Andrea Rodriguez
Panelist: Gabby Campos
Panelist: Sarah Smith
Panelist: Ana Cruz
The Digital-First Business Toolkit
Time
2:30 - 3:15 PM
Description
Learn e-commerce, marketing, automation, and online engagement strategies from industry leaders.
Speakers
Host: Becky Garcia Herrero
Moderator: Andrea Rodriguez
Panelist: Gabby Campos
Panelist: Sarah Smith
Panelist: Ana Cruz
3:30 - 4:15 PM
Fireside With The Marketing Pros
Insights and lessons from top marketing leaders.
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Host: Becky Garcia Herrero
Moderator: Melissa Vela
Panelist: Keylee Bague
Panelist: Jordan Cutler
Panelist: Andrea Diaz
Fireside With The Marketing Pros
Time
3:30 - 4:15 PM
Description
Candid conversation with marketing leaders sharing practical tips, stories, and lessons learned.
Speakers
Host: Becky Garcia Herrero
Moderator: Melissa Vela
Panelist: Keylee Bague
Panelist: Jordan Cutler
Panelist: Andrea Diaz
4:30 - 5:00 PM
General Session: Amigas & Friends and Latina Leadership Podcast
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Anjelica Cazares
General Session: Amigas & Friends and Latina Leadership Podcast
Time
4:30 - 5:00 PM
Description
Anjelica Cazares shares insights from the Amigas & Friends Network and Latina Leadership Podcast.
Speaker
Anjelica Cazares
Development Stage
10:00 – 10:45 AM
Prioritizing Purpose in Business
Align your mission with strategy to drive growth and loyalty.
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Prioritizing Purpose in Business
Time
10:00 – 10:45 AM
Description
Discover how aligning your business with a clear mission can fuel growth, inspire loyalty, and create lasting impact. In this session, purpose-driven leaders share strategies for weaving values into every decision—so your brand stands out and your work truly matters.
Speakers
Host: Melanie Mendez-Gonzalez
Moderator: Kara Willis
Panelist: Melanie-Mendez-Gonzalez
Panelist: Mary Ann Garcia
11:00 – 11:45 AM
Hustle to Hypergrowth: Scaling smarter, not harder with AI
A roadmap for Latina founders to grow smarter, faster, and stronger with AI.
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Hustle to Hypergrowth: Scaling smarter, not harder with AI
Time
11:00 – 11:45 AM
Description
For too long, Latina entrepreneurs have been told they have to work twice as hard to succeed,
but in the age of AI, the rules have changed. Scaling your business no longer requires massive
teams or huge budgets. Today, you can grow smarter, faster, and stronger by learning to leverage
AI instead of being replaced by it.
In this keynote, Beatriz Acevedo shares her journey as a founder at the intersection of culture, technology, and purpose. She’ll reveal why your lived experiences are the most valuable asset you own and why training AI with your voice, your knowledge, and your community’s stories is critical to building lasting wealth.
It’s a brave new world for Latina founders, and this is your roadmap to turning hustle into hypergrowth.
In this keynote, Beatriz Acevedo shares her journey as a founder at the intersection of culture, technology, and purpose. She’ll reveal why your lived experiences are the most valuable asset you own and why training AI with your voice, your knowledge, and your community’s stories is critical to building lasting wealth.
It’s a brave new world for Latina founders, and this is your roadmap to turning hustle into hypergrowth.
Speakers
Keynote Speaker: Beatriz Acevedo
2:30 – 3:15 PM
Latina On A Mission: Viri Maldonado
Inspiring story of building a PR agency and leadership journey.
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Latina On A Mission: Viri Maldonado
Time
2:30 – 3:15 PM
Description
From launching her own PR agency to becoming a sought-after voice in marketing and communications, Viri Maldonado’s journey is one of grit, vision, and relentless determination. In this inspiring session, the founder of Social Click PR shares how she built her brand, navigated challenges, and invested in her own growth—both as a business owner and as a leader.
Speakers
Host: Melanie Mendez-Gonzalez
General Session: Viri Maldonado
3:30 – 4:15 PM
Mujerpreneurs to the Rescue
Latina entrepreneurs share strategies for innovation, growth, and leadership.
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Mujerpreneurs to the Rescue
Time
3:30 – 4:15 PM
Description
Across industries and communities, Latina entrepreneurs are driving innovation, creating jobs, and shaping the economic landscape for generations to come. This dynamic panel brings together trailblazing founders who, through candid stories and actionable insights, will share how they navigate challenges, seize opportunities, and create pathways for the next generation of leaders.
Speakers
Host: Melanie Mendez-Gonzalez
Moderator: Karen Martinez
Panelist: Marivette Navarrete
Panelist: Veronica Pedersen
Finance Stage
10:00 – 10:45 AM
Financial Fundamentals
Master cash flow, credit, and funding to make smarter financial decisions.
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Financial Fundamentals
Time
10:00 – 10:45 AM
Description
Gain insider knowledge from financial experts on managing your business finances with confidence. This session covers everything from bookkeeping and credit-building to preparing for sustainable financial growth and positioning your business for success.
Speakers
Host: Sergio Chapa
Moderator: Veronica Chapa Gorczynski
Panelist: Martie Chism
Panelist: Priscilla Picasso
11:00 – 11:45 AM
The Houston Ecosystem in Focus
Explore Houston’s resources, networks, and opportunities for entrepreneurs.
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The Houston Ecosystem in Focus
Time
11:00 – 11:45 AM
Description
Houston is home to a thriving network of small business support organizations, incubators, and diverse entrepreneurs. This session highlights how founders can access resources through the City of Houston, community development entities, and local ecosystems that provide mentorship, capital, and growth opportunities.
Speakers
Host: Sergio Chapa
Moderator: Veronica Chapa Gorczynski
Panelist: Lauren Valdes
Panelist: Jada Harris
2:30 – 3:15 PM
Generational Wealth-Building 101
Steps to save, invest, and secure lasting financial stability.
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Generational Wealth-Building 101
Time
2:30 – 3:15 PM
Description
Houston is home to a thriving network of small business support organizations, incubators, and diverse entrepreneurs. This session highlights how founders can access resources through the City of Houston, community development entities, and local ecosystems that provide mentorship, capital, and growth opportunities.
Speakers
Host: Sergio Chapa
Moderator: Adrianna Rubio-Clasen
Panelist: Alejandra Rojas
Panelist: Genesis Loera
3:30 – 4:15 PM
Pathways to Financial Future Planning
Prepare the next generation to manage and grow your business legacy.
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Pathways to Financial Future Planning
Time
3:30 – 4:15 PM
Description
Your business is more than your livelihood—it’s a legacy. This session is designed for business owners who want to better prepare the next generation to confidently take the helm and grow what you’ve built. From bridging the financial literacy gap to building a more supportive pipeline of Latino and Latina entrepreneurs for the future.
Speakers
Host: Sergio Chapa
Moderator: Esther E. Bailey
Panelist: Paula Mendoza
Panelist: Alfredo Arvide
The Rustic Brunch
12:30 – 1:00 PM
Brunch Keynote
Leadership insights from Dr. Laura Murillo on collaboration and impact.
×
Brunch Keynote
Time
12:30 – 1:00 PM
Description
VIP Brunch Program: Latino Leadership in Action.
Join Houston Latino leaders for an exclusive brunch highlighting leadership, collaboration, and community impact. Keynote by Dr. Laura Murillo, President & CEO, Houston Hispanic Chamber of Commerce.
Join Houston Latino leaders for an exclusive brunch highlighting leadership, collaboration, and community impact. Keynote by Dr. Laura Murillo, President & CEO, Houston Hispanic Chamber of Commerce.
Speakers
Keynote: Dr. Laura Murillo
1:10 – 2:00 PM
Brunch Expert Panel
Panel discussion on breaking barriers and empowering Houston’s Latino business community, with Adrian Garcia and fellow leaders.
×
Brunch Expert Panel
Time
1:10 – 2:00 PM
Description
Panel Discussion: Latino Leadership in Action.
Engage with Houston Latino leaders on leadership, entrepreneurship, and community impact. Practical insights to inspire your business and community.
Engage with Houston Latino leaders on leadership, entrepreneurship, and community impact. Practical insights to inspire your business and community.
Speakers
Moderator: Anjelica Cazares
Panelist: Adrian Garcia
Panelist: Laura Jaramillo
Panelist: Adriana Loyo
Marketing Stage
10:00 - 10:45 AM
Building a Scalable Brand
Grow your business while keeping a strong, adaptable, recognizable brand.
11:00 - 11:45 AM
Cultivating Supportive Community
Build a network that supports your mission and business growth.
2:30 - 3:15 PM
The Digital-First Business Toolkit
Tools and strategies for marketing, e-commerce, and online engagement.
3:30 - 4:15 PM
Fireside With The Marketing Pros
Insights and lessons from top marketing leaders.
Development Stage
10:00 – 10:45 AM
Prioritizing Purpose in Business
Align your mission with strategy to drive growth and loyalty.
11:00 – 11:45 AM
Hustle to Hypergrowth: Scaling smarter, not harder with AI
A roadmap for Latina founders to grow smarter, faster, and stronger with AI.
2:30 – 3:15 PM
Latina On A Mission: Viri Maldonado
Inspiring story of building a PR agency and leadership journey.
3:30 – 4:15 PM
Mujerpreneurs to the Rescue
Latina entrepreneurs share strategies for innovation, growth, and leadership.
Finance Stage
10:00 – 10:45 AM
Managing Cash Flow with Confidence
Essentials of cash flow, credit, and funding to make smarter financial decisions.
11:00 – 11:45 AM
Smart Budgeting for Entrepreneurs
Discover local resources, networks, and opportunities for entrepreneurs in Houston.
2:30 – 3:15 PM
Investment Strategies for Small Businesses
Practical steps for saving, investing, and planning for lasting financial security.
3:30 – 4:15 PM
Financial Planning for Growth
Preparing the next generation to confidently manage and grow your business legacy.
The Rustic Brunch
12:30 – 1:00 PM
Brunch Keynote
Keynote: Dr. Laura Murillo, President & CEO, Houston Hispanic Chamber of Commerce
1:10 – 2:00 PM
Brunch Expert Panel
Panel discussion on breaking barriers and empowering Houston’s Latino business community, with Adrian Garcia and fellow leaders.
“More than anything the community that I walked away with and continue to engage with to this day is what made this conference a true gamechanger for me, and for my business – which I am happy to share is thriving.”
“More than anything the community that I walked away with and continue to engage with to this day is what made this conference a true gamechanger for me, and for my business – which I am happy to share is thriving.”
Houston Mujerpreneur
A 20-year Latin music marketing veteran, who has worked with icons like Marc Anthony. Her agency, Herrero Media, leverages deep industry ties to elevate artists with impactful campaigns.
Born and raised in Texas, Sergio Chapa is a Houston-based energy industry expert, freelance journalist and author. His book “Frontera: A Journey Along the US-Mexico Border” was published by TCU Press in March 2024.
A Digital entrepreneur who explores modern Latino identity on her award-winning blog, Que Means What. Her work empowers the bicultural community, notably through her "Latinas Who Lead" series.
The youngest of nine children of Mexican immigrants, she was raised in Houston's East End. Her exceptional leadership later transformed a business organization, setting unprecedented records and making it one of the most influential in the nation.
With over 30 years of experience in financial services, community development, and public policy, she provides unparalleled insight into housing finance, strategic partnerships, and local government. Her career includes senior roles at JPMorgan Chase and Wells Fargo.
A dedicated public servant from Houston's East End, Council Member Joaquin Martinez has over a decade of experience improving city services, housing, public safety, and economic opportunities for all.
Founder of The Mujerista, a digital network created to combat the lack of media representation for Latinas. Her work, recognized by Forbes, gives an authentic voice to empower and celebrate the next generation of leaders in the community.
As the founder of Social Click PR, Viri is a dynamic entrepreneur who has represented esteemed clients like Ford, Macy's, and Univisión. Her leading public relations agency is dedicated to amplifying diverse voices and fostering impactful connections across industries.
She is the co-founder and CEO of Speakerbox Media, Texas's first podcast agency, where she helps brands build authority and revenue through high-impact content. A sought-after media strategist and keynote speaker, she has been featured by TechCrunch and SXSW and was named a 2024 “Latina Innovator in Tech.
A seasoned retail leader with over 23 years of experience, she oversees operations and merchandising for 14 stores and more than 1,800 associates. Her leadership style is rooted in people development, with a significant focus on identifying and nurturing future leaders.
An Emmy-winning journalist with over 17 years of experience, she is known for her authentic storytelling and connection to the Latino community. She co-hosted the #1 Spanish-language morning radio show nationwide and won a Marconi Radio Award.
With over 30 years in contract management and accounting, she helps small businesses build the infrastructure to support government contracts. She also provides business consulting and training to owners through the University of Houston's SBDC to help them navigate next-level business goals.
As the Assistant Director of Vendor Diversity for Harris County DEEO. Lauren Valdes a seasoned professional with 16 years of experience in government and supply chain management, she is dedicated to cultivating key partnerships that promote business and supplier diversity.
As a digital media entrepreneur and seventh-generation Texan, she creates content exploring today's American Latino identity through leadership, education, and family life. She also hosts an interview series that highlights Latinas leading in their respective industries,.
As the Regional Communications Director for the U.S. Small Business Administration (SBA), Abby Gonzalez oversees strategic efforts across a five-state region. Throughout her career, she has focused on creating impactful initiatives to support small businesses and empower underserved communities.
With over 25 years of experience, Lillian is a forward-thinking HR executive and nonprofit leader. She specializes in aligning talent strategy with business growth and culture, providing board-level leadership in succession planning, and strengthening governance.
An experienced communications professional with nearly a decade of experience in the television news industry. A proven leader, they have managed teams of up to 40 people while supervising multiple successful marketing campaigns.
As an entrepreneur and founder of Brown Way To Money, Alejandra Rojas is a Forbes contributor and financial mentor. She uses a unique blend of financial expertise and trauma-informed coaching to help women overcome limiting beliefs and build financial abundance.
Founded by entrepreneur Paula Mendoza in 2001, Possible Missions is a Texas-based procurement solutions firm. The company provides high-quality products through exclusive partnerships with reputable worldwide suppliers like Fisher Scientific, EcoLab, and Medline.
An award-winning entrepreneur recognized as one of Houston's 40 Under 40, Alfredo Arvide is the Chief Innovation Officer at Blue People. A co-founder of multiple tech startups, he leverages his experience to drive corporate innovation and support the entrepreneurial ecosystem.
A financial industry veteran with 28 years of experience, Priscilla Picasso is the Executive Director and Business Banking Team Lead at Texas Capital. She is also the co-founder of the Lending Ladies Network, an initiative that empowers women in finance and business.
Dedicated to promoting financial literacy and success, Genesis Loera is a Certified Financial Planner who counsels small business owners and professionals. A native Houstonian, she has developed a special focus on working with the Hispanic community.
A dynamic marketing strategist with nearly a decade of experience, her work bridges economic development and creative entrepreneurship. She blends data-driven strategy with creative storytelling to capture the heart of a place while fueling economic growth.
A Houston-based designer, she creates apparel and gifts inspired by her culture and family. She also plans events that support local small businesses and celebrate women entrepreneurs and Latino culture.
She holds a bachelor's in Radio-Television-Film from UT Austin and a master's in Mass Communications from the University of Houston. Passionate about the entertainment industry, she has worked in music journalism and music marketing since 2021.
Starting as a stay-at-home mom doing hair from home, she is now an entrepreneur with 16 years in the beauty industry. Her business provides rental suites and stations for other independent service providers.
With over 11 years of experience in real estate, she bought her first investment property at only 18 years old. She has since expanded into business ownership, co-owning a luxury space with suites.
A strong business development professional with a B.B.A. in Finance and Accounting from Texas Christian University. As a member of Amegy Bank's Officer Development Program, they are honing key skills in credit analysis, negotiation, and sales management.
As a creative entrepreneur, wife, and mom, she grew a side hustle into a full-time business built on faith and hustle. With a passion for joyful celebrations, she launched a print shop and a venue to provide clients a seamless, elevated experience.
A visionary philanthropist and the founder of the acclaimed nonprofit Raíces Unidas. Through her organization and extensive civic leadership, she is dedicated to empowering underserved communities with education and tireless advocacy.
Past Speakers
This is your exclusive chance to shop from a handpicked lineup of incredible Latina-owned businesses, right here at the conference. Fuel your passion for unique finds and champion the next wave of female mujerpreneurs, presented in partnership with Miradela.
Als Diseño
Alma Viva
B.A.M. Creations
Beauteosly Co
Brambelii
Brushed Moments
Calico Flowers.pdf
Casa quest
Clementina
Cositas HTX
Dahlia Artesanal
Dearest Little Hope
Diana Crochets
Dulce dreams
Mane and Tailored
Miradela
Mona Love Boutique
La Chica Fashion
Jessicas Art
Haven Avenue
Flameys
Rollos De Mujeres
Moon and Cats
PinatasByChi
Rocio's Art Shop
Tiendita Bonita
UnleasehxMell
Wendys Vibrant
Wonderland Soft Play
Xenzo Plants
Support Our Podcast
The Latina Leadership Podcast is for Latinas by Latinas, and your support makes it possible for our work to continue shining a positive light on the US Latina experience.
Finding the right mentor can feel tough. So, we made it easy
We've partnered with SCORE Houston, the nation's largest network of volunteer business mentors, to connect you with a personal business mentor at the Latina Entrepreneurship Conference.
Get ready for this powerful opportunity to find the guidance you need
Thank You To Our Sponsors
The Latina Entrepreneurship Conference will feature keynote sessions, breakout workshops and fireside conversations curated meticulously by the Latina Leadership Podcast team. The intention is to serve the needs of the Latina businessowners in ways that truly move the needle for each entrepreneur – as well as to follow up with them throughout their journey after the event, ensuring that each Latina entrepreneur receives continuous support in their mujerpreneur journeys.
The Latina Leadership Podcast was founded for Latinas, by Latinas in March 2020 by Anjelica Cazares. It is a weekly video and audio podcast featuring Latina leaders from across the United States sharing their unique experiences and pathways to leadership. Weekly episodes are released each Tuesday across podcast listening and viewing platforms including Apple Podcasts, Spotify, Google Podcasts, YouTube, Libsyn, Facebook, and more. The Latina Leadership Podcast also hosts in-person events for its community of Latina listeners/viewers, including the annual Latina Equal Pay Day Dinner, a Lunch and Learn traveling event series, and the one-day Latina Entrepreneurship Conference.
The Latina Entrepreneurship Conference will feature keynote sessions, breakout workshops and fireside conversations curated meticulously by the Latina Leadership Podcast team. The intention is to serve the needs of the Latina businessowners in ways that truly move the needle for each entrepreneur – as well as to follow up with them throughout their journey after the event, ensuring that each Latina entrepreneur receives continuous support in their mujerpreneur journeys.
The Latina Leadership Podcast was founded for Latinas, by Latinas in March 2020 by Anjelica Cazares. It is a weekly video and audio podcast featuring Latina leaders from across the United States sharing their unique experiences and pathways to leadership. Weekly episodes are released each Tuesday across podcast listening and viewing platforms including Apple Podcasts, Spotify, Google Podcasts, YouTube, Libsyn, Facebook, and more. The Latina Leadership Podcast also hosts in-person events for its community of Latina listeners/viewers, including the annual Latina Equal Pay Day Dinner, a Lunch and Learn traveling event series, and the one-day Latina Entrepreneurship Conference.
The Latina Entrepreneurship Conference will feature keynote sessions, breakout workshops and fireside conversations curated meticulously by the Latina Leadership Podcast team. The intention is to serve the needs of the Latina businessowners in ways that truly move the needle for each entrepreneur – as well as to follow up with them throughout their journey after the event, ensuring that each Latina entrepreneur receives continuous support in their mujerpreneur journeys.
The Latina Leadership Podcast was founded for Latinas, by Latinas in March 2020 by Anjelica Cazares. It is a weekly video and audio podcast featuring Latina leaders from across the United States sharing their unique experiences and pathways to leadership. Weekly episodes are released each Tuesday across podcast listening and viewing platforms including Apple Podcasts, Spotify, Google Podcasts, YouTube, Libsyn, Facebook, and more. The Latina Leadership Podcast also hosts in-person events for its community of Latina listeners/viewers, including the annual Latina Equal Pay Day Dinner, a Lunch and Learn traveling event series, and the one-day Latina Entrepreneurship Conference.
SBA’s participation is not an endorsement of the views, opinions, products or services of any other person or entity. All SBA programs are extended to the public on a nondiscriminatory basis. For questions contact houston@sba.gov.