Being Hispanic in Marketing: My Journey and Perspective
Written by Gabby Fernandez, Collective Marketing Coordinator // September 2025
Growing up Hispanic in the United States, I quickly learned that identity can be complex, beautiful, and at times challenging to navigate. As I built my career in marketing, I came to understand that my heritage doesn’t just shape who I am, it influences the way I approach my work, connect with audiences, and contribute to my community.
In Miami, speaking Spanish felt natural and unremarkable. But it wasn’t until I moved away from South Florida that I fully embraced the gift of being bilingual and multicultural, and the unique perspective I could bring to my marketing career.
Being multicultural has allowed me to see things through a different lens. It’s helped me notice where diversity is missing, bring culture-rich language to campaigns, and create messaging that feels authentic. Over the years, I’ve had the privilege of working on global campaigns across the U.S., Latin America, and Europe, always adding the “special touch” that my upbringing has given me.
This perspective enables me to understand diverse audiences and craft messages that truly resonate with Hispanic communities. For me, being Hispanic in marketing is more than just an aspect of my identity, it’s a way of seeing the world, connecting authentically with people, and creating work that makes an impact.
At The Collective, this is exactly what I aim to celebrate. How our diverse identities strengthen the way I work, connect, and grow. This month gives us a chance to spotlight the Hispanic-owned businesses in our community whose stories inspire us all. By sharing experiences like mine, and elevating the voices of our members, we continue to build a space where every culture is honored, every perspective is valued, and every business has the opportunity to thrive.
As we celebrate National Hispanic Heritage Month, and every moment of cultural reflection, I feel proud to bring my whole self to both my career and my community.
