A consultative agency built on cultural intelligence.
At Latin2Latin Marketing + Communications (L2L), we help brands grow with purpose. For over 18 years, we’ve delivered measurable results by combining data-driven insights, culturally fluent strategy, and smart market access. We identify overlooked opportunities, craft meaningful messaging, and help our clients expand their presence and drive sustainable growth across key markets.
What sets us apart? Our approach blends business acumen with editorial depth. Guided by our CEO’s expertise in business growth and strategic leadership, and shaped by our Chief Strategy Officer’s journalistic background, we approach every challenge with curiosity, precision, and a commitment to uncovering what truly drives connection. We ask sharper questions, listen deeply, and translate insight into action.
With headquarters in Fort Lauderdale and teams in New York, North Carolina, Puerto Rico, and Spain, we bring global reach with local understanding.
Our award-winning work is rooted in purpose—and built to create measurable, meaningful change.
Arminda “Mindy” Figueroa
is the visionary Founder and CEO of Latin2Latin Marketing + Communications. With a distinguished track record spanning two decades, she has led the development and execution of hundreds of complex, innovative strategic plans for entrepreneurs, corporations, government entities, and mission-driven organizations across the U.S., Latin America, and beyond.
Widely respected for her expertise in marketing, entrepreneurship, and integrated growth strategy, Mindy has advised and collaborated with leading national and global brands across sectors including media, healthcare, finance, and consumer goods.
Arminda Figueroa
Founder & President
Malule González is a strategic marketing executive known for bringing a journalist’s precision, curiosity, and audience insight to brand-building and communications. With over three decades of experience in broadcasting her unique approach blends investigative depth with strategic thinking to craft strategies rooted in cultural relevance, human connection, and measurable business impact.
Malule is a five-time Emmy Award winner and a three-time Telly Award recipient, among other industry honors.
Malule González
Chief Strategist &
Creative Officer
María, an award-winning producer with over two decades of managerial experience in top-tier global media companies, consistently delivered high-impact content across the U.S. Hispanic and LATAM markets. Her work has earned her 19 Emmy Awards, solidifying her reputation as a leading industry talent.
María Montoya
Head of Experiential Marketing
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
V3M
Our Digital Partner
Juan Jose Nuñez
Founder & C.E.O of
Vertical3 Media
An accomplished economist, Juan José is the Founder and CEO of Vertical3 Media, L2L's digital partner. Previously, Juan José served as Chief Operations Officer (COO) at starMedia.com, part of the Orange Advertising Network under France Telecom—one of the world’s leading telecommunications companies.
With over nine years of experience in the banking sector, he brings extensive expertise across management. His cross-industry background equips him with a well-rounded perspective in leading organizations and driving growth.
Recognized for his leadership in the digital space, he was named "Top Digital Media Professional of the Year" in 2008 by Portada Magazine, and "Top Entrepreneur of 2010" by Hispanic Target Magazine in Miami.
Vertical3Media
Vertical3 Media is a Miami-based digital agency with offices in Miami, Spain and presence in Colombia and Argentina. With a boutique approach, Vertical3 Media offers personalized service and cutting-edge strategies to help brands increase visibility, generate qualified leads, and drive sales.
Their comprehensive suite of services includes Programmatic advertising across various formats (display, video, audio, native, connected TV), Search Engine Marketing (Google and Bing Ads), Social Media advertising, Influencer marketing, Digital Out-of-Home (DOOH) campaigns, App advertising (on platforms like Waze, TikTok ), YouTube campaigns, Digital Audio placements (such as Spotify and podcasts) and advance Search Engine Optimization (SEO) integrated with AI.
V3M commitment to excellence has earned them recognition from the American Marketing Association’s South Florida Chapter, including the 2019 Digital Marketing Campaign of the year and 2020 Silver Award for Global Campaign of the Year and the Bronze Award for Agency of the Year among other awards.
Arminda “Mindy” Figueroa founded Latin2latin Marketing + Communications 18 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.