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L2L in a nutshell...

Our agency has been dedicated to serving the Hispanic & Multicultural markets for over 17 years. Headquartered in Fort Lauderdale, Florida, with satellite offices in New York, North Carolina, Puerto Rico and Spain.  

Latin2Latin enables businesses to understand and connect with the multicultural audience authentically. Our targeted approach ensures that marketing efforts go beyond language translation, incorporating a deep understanding of cultural nuances to establish meaningful connections and  succeed in the key multicultural segments that nowadays drive most of the market growth. 

L2L also understands the complexities of navigating new markets, especially when it comes to the US and Puerto Rico. We act as your growth partner, crafting a customized roadmap (or game plan) for seamless market entry. Our experts  combine deep audience insights from both regions with compelling messaging to ensure your brand resonates with the local customer base.

Arminda “Mindy” Figueroa founded Latin2latin Marketing + Communications 17 years ago with a clear vision and a wealth of personal experience. Her entrepreneurial journey began at the age of 10, sparked by the inspiring sight of her grandparent’s successful business endeavors. Witnessing her family accomplishments fueled her determination, and she realized early on that building and running a business was precisely what she aspired to do in the future.


Driven by this determination, she ventured from Puerto Rico to New York City to work with Fortune 500 companies, seeking to learn from the best in the industry. It was during this time that Mindy recognized the significance of the Hispanic market, demonstrating a keen understanding of its potential impact. From the outset, she grasped the demographic's growing influence and purchasing power.


Mindy's foresight and entrepreneurial spirit positioned her as a trailblazer in the field, becoming one of the first non-traditional boutique marketing consultancy firm to specialize in the Hispanic market at a time when such a kind was not yet recognized as a mainstream business strategy. Her vision allowed her to launch Latin2Latin Marketing, setting the stage for her company to thrive in meeting the specific needs of the Hispanic community and contributing to the evolution of multicultural marketing practices.

How it all started!

Arminda “Mindy” Figueroa is a multifaceted award-winning entrepreneur and a true maverick.  She has built a successful career focused on generating awareness of the essential role the minority consumer plays in corporate America.

Arminda Figueroa

Founder & President

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Malule, is a seasoned media executive with a trailblazing 30+ years career. Winner of 5 Emmy awards and 3 Telly's, she is a sought after creative, with expertise in crafting impactful multicultural marketing strategies.

Malule González

Chief Creative Officer

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Juanin, began in advertising in Mexico City, excelling as a writer-producer, and later thriving in market research with impactful projects for PBS Kids and Lennox Hill Hospital in New York City.

Juanin Reid

VP, Client Services

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Ms. Resto, an award-winning sales professional with decades of experience, including a role as the "Champion for Cross-Cultural Communications" at JPMorgan Chase.

Arminda Resto

Co-Founder & Sr. Publicist

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Richard, has a Master’s on Integrated Marketing & Communications from Florida State University.  He also received a certification in Hispanic Marketing Communications from the FSU Center for Hispanic Marketing.   

Richard Carretero

Account Executive

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