Why We Need More Latinas in Corporate C-Suite Leadership Roles

My heart sank as I read Lean In's recent study "The State of Latinas in Corporate America," based on McKinsey & Company's five-year study of women in the workplace. It notes, "only 1 percent of C-suite executives [in corporate America] are Latina." C-suite leaders — the group of top executives whose titles usually start with the letter "C" — play crucial roles in guiding the strategic direction of the company and making all critical leadership decisions. While the report wasn't a surprise, I never imagined that I'd defy statistics and land on the opposite end of the story, cementing my often solemn experience of being a "first, only, and different" in the workplace — and igniting my resolve to see that change. Yes, I am part of the less than one percent of Latinas who have made the grueling corporate climb to the C-suite.

Beating the odds has always been my way of life, and my 15-plus-year corporate media career is an exception in corporate America. I started as a sales assistant in media publishing, subsidizing my life on a credit card to break into the industry. I worked my way up to my first sales manager role within the year. In less than three years, I earned three consecutive promotions, moving from junior seller to beauty director. Soon after, I was recruited as executive beauty director, achieved a record-breaking revenue year, and was quickly recruited again, this time focused on new product launches in the Latine market. Before I turned 30, I oversaw a national revenue team at the world's largest publishing house. By the time I was 33, I had secured my first official senior leadership role. I've held several executive roles since, including CRO and CEO. The milestone moment of that global media launch and title bestowment nearly a decade ago will stay with me forever. It was my breakthrough moment into the elusive one percent corporate club.

Some have described my career path as a "meteoric rise," but from my viewpoint, it has been a strenuous climb filled with obstacles that rivals the difficulty of scaling Everest. I've overcome significant barriers, including growing up undocumented, systemic poverty, language barriers, cultural dissonance, unconscious bias in corporate environments, and a lack of access and influence, to name a few. Despite these formidable hurdles, I succeeded. This leads to the pressing questions: How did I manage to defy the odds? And why are the odds so overwhelmingly against Latinas in the first place?

The Barriers Latinas Face

To ground us, let me share a few sobering facts. According to the US Bureau of Labor Statistics, Latinas experience the highest pay gap among underrepresented groups, earning just 54 cents for every dollar their white male counterparts make. They are also the least likely group to be promoted into management, and they face the most significant gap in promotions to VP level and above. This lack of forward advancement means they often miss out on gaining the experience necessary for executive management positions, making it difficult even to consider such roles when opportunities arise. The result is a need for a viable pipeline for senior leadership career tracks for Latinas, eliminating dead ends and blocked pathways and leading to executive roles and, eventually, the C-suite.

I broke through the entry-level barriers in management early in my career, which made all the difference. I had sponsors and managers who understood that experience isn't the greatest predictor of success — character and grit are more substantial. They saw my resilience, iron will to succeed, and unparalleled work ethic.

But here's the truth: you can be a rock star and still be overlooked. It's not a lack of ambition holding Latinas back; it's a lack of access and support. These key drivers of success are often outside our control, and as such, sponsorship becomes critical. Sponsors — senior leaders who use their influence to advocate for your career advancement — make all the difference, helping to open doors that would otherwise remain closed. I experienced this firsthand with my publisher, Jim Taylor, at Town & Country. In addition to promoting me, Jim was so impressed by my consistent and excellent performance that he sent a memo to Michael Clinton, Hearst's CMO and the second most powerful person in the company at the time, highlighting that I had broken over 40 new accounts in one year. This validation and credit put me on the company's radar, providing me with access and opportunities that significantly changed my career trajectory.

Even more pivotal to my journey were the leaders who embraced my cultural differences, allowing me to be my authentic self and celebrating my Latinidad. They saw the richness of my heritage as a valuable asset. Although they rarely acknowledged the unconscious bias Latinas face due to significant cultural differences, they were willing to set aside their unconscious biases, giving me the chance to demonstrate how my unique leadership style could be not only effective but transformative.

Unlocking Latinas' Cultural Superpowers

Latinas embody a rich cultural duality that serves as our superpower, offering immense benefits to corporate culture when embraced and supported. For example, take "humildad," which translates in English to humility. It is a cherished Latine trait essential for leaders. While often misunderstood in corporate America as a weakness, humildad goes beyond mere humility. It represents deep family and cultural values passed down through our matriarchal lines. From an early age, we learn that matriarchy is revered and powerful leadership. Iconic figures like la Virgen de Guadalupe, our symbolic mother, embody this norm, showcasing grace, kindness, and empathy as the virtues of our most venerated leaders.

In my household, like in many Latine households, humility wasn't just a word — it was a way of life. We learned as children that humildad means being self-aware, actively listening, showing empathy, and, above all, prioritizing the collective over the individual. This is quite different from the norms in American corporate culture, which often highlight assertiveness, competitiveness, and self-promotion. But humility doesn't mean you lack strength or value; it recognizes every person's intrinsic worth. I can still hear the assurance and grace in my mother's voice as she looked deep into my eyes and said, "No eres más y no eres menos que nadie," which translates to "You're not above anyone, and no one is above you." It's a constant reminder that human dignity is our birthright, an indelible part of who we are at our essence that transcends titles, experience, class, or any superficial human-orchestrated social label. Ignoring this truth means selling ourselves short. It's a lesson often reinforced by our abuelas, tías, madrinas, and mothers, encapsulating the beautiful paradox of power and grace. In other words, conscious leaders stay humble.

For Latinas, these cultural clashes create a struggle to maintain authenticity while advancing in their careers. Often, we have to code-switch to avoid performance biases and misperceptions of character. Corporate norms tend to misinterpret cultural values as weaknesses, prioritizing traits like a commanding demeanor and authoritative body language. This misunderstanding has significant psychological impacts on Latina leaders, leading to increased stress, self-doubt, and impostor syndrome, further hindering their advancement and representation in C-Suite leadership.

Navigating this tension required me to understand how to present myself confidently while preserving the authenticity of my cultural values. I had to find ways to communicate my accomplishments and aspirations effectively, all while maintaining a humility that felt true to me. This balancing act was both a personal journey and an ongoing negotiation of my identity and professional presence in diverse and often contrasting environments. When I encountered this tension early in my journey, particularly when others failed to grasp its nuances, I addressed unconscious bias with gentle but firm clarity. My approach has always been to prioritize environments where my talents and authentic self are genuinely valued. There are many organizations that are eager to hire top-tier Latine talent, making it essential to focus on those who truly understand and appreciate the importance of diversity and inclusion.

The Next Generation of Latina Leadership

As Latinas, we prioritize collective success over individual accolades, fostering stronger, more cohesive teams united by shared purpose and mutual commitment. This approach not only enhances team performance but also cultivates a priceless leadership and organizational culture, positioning us as the embodiment of next-generation leadership.

So, while mainstream culture might undervalue this trait, those of us who understand its true power know that humildad is the cornerstone of effective, compassionate, and visionary leadership. Why is this important and why should corporate companies even care about this today? Because demographics shape our reality and our destiny. The 2020 US Census revealed that the Latine community, representing nearly 20 percent of the US population at 62 million people, is not only the largest but also the youngest underrepresented group, with one in four children born in the US being Latine. By the end of 2024, Latines are projected to have $2.5 trillion in spending power. These statistics underscore the significance of this community as both the future workforce and consumer base. The prosperity of our nation is inherently linked to how effectively we integrate and support the growing Latine population.

Corporate America is missing out on Latinas' immense potential by undervaluing their unique cultural strengths. Implementing cultural awareness and sensitivity training, along with fostering authentic leadership styles, is essential for change to take root. Embracing Latina leaders in their true form not only bridges cultural gaps but also enhances organizational strength, innovation, and cohesion, making corporate America more dynamic and equitable.

Sylvia Banderas Coffinet is a distinguished Latine marketplace expert and C-suite executive with nearly two decades in media strategy and multicultural marketing. A Forbes Trailblazing Latina Executive in Media, she is passionate about amplifying Latine voices and championing diversity in media.