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
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
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
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
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
Naty Camaal
Web Developer & UX
MEDIAMOON
Naty is a web developer with more than 10 years’ experience in web development and UX. She' a graduate of the Art Institute of Fort Lauderdale with a degree in Web Design and Interactive Media. At M8 Agency, she helped build and manage large-scale digital projects including the Peru Tourism Board’s 11-language digital portal, General Mills’ bilingual recipe and discovery website, and an internal gamification/reward platform for Sony Playstation Latam. Additionally, Naty was Lead Developer at Salvo Group, where she built Hispanic Kitchen and Latina Moms, and worked on national digital campaigns for major retailers. Naty holds two Addy Awards for Visit Puerto Rico’s mobile app and Peru Tourism.
Our Partners
María Montoya
Head of Experiential Marketing
GIRAUDY ATELIER PRODUCTION
A seasoned, award-winning producer, María boasts a comprehensive background in multimedia platforms across the U.S. Hispanic and Latin American markets. With over two decades of managerial experience within top-tier global media companies, she has consistently delivered high-impact content. Her work has garnered 19 Emmy Awards, solidifying her reputation as a leading industry talent.
Maria designs and produces experiential corporate events that provide participants with memorable experiences, actively and emotionally strengthening their connection to the brand.
Zain Dean
Chief Digital Officer
MEDIAMOON
Zain is a content marketing executive with more than 15 years’ experience, including deep knowledge and work in travel and tourism. An award-winning author of five guidebooks, including “Backroads & Byways of Florida,” Zain has served as senior editor for the Miami Herald’s travel publications and editor for About.com, JetBlue Airways, and Michelin APA. He has crafted and led content and social strategies for clients in the travel space including Visit Puerto Rico, PromPerú, Silversea Cruises, and Starwood Hotels. Zain also serves as senior social strategist for Visit the USA, the USA’s global tourism brand.