My earliest memory is sitting on the fire escape of my abuelos tenement apartment in New York City. My abuelos were part of the wave of migration from Puerto Rico to NYC in the 1940s seeking opportunity. Their generation faced racial discrimination, poor living conditions and struggled with unemployment but set the foundation for future generations. I can vividly remember sitting on the fire escape with a plate of queso taking in the sounds of the Puerto Rican neighbourhood – energetic fast-paced ‘Spanglish,’ salsa music and the aroma of my abuela’s cooking.
Growing up in NYC Housing Projects taught me to be resilient, resourceful and tenacious. My parents placed a lot of emphasis on education and my good grades led to a scholarship to university. They also taught me the importance of creativity, the arts, family and service. My father, an engineer for the City of NY, was a mentor for many of the younger engineers at his office. Service and mentorship are still part of my core values.
I’ve inherited from my mother her empathy and, from my father, his ambition. It’s the perfect combination that serves me well both personally and professionally.
The biggest influence on me growing up was my father. He was always incredibly well informed and had very strong opinions, in particular about politics. He exposed me to a lot of things at quite a young age so I always felt like I had a bit of a head start in school as a result.
The most useful piece of advice I’ve been given was not to try too hard to assimilate (as immigrants are often pressurised to do) and to be proud of my culture. Generally speaking, Latinxs have incredible values that can serve us professionally – a strong work ethic, loyalty, empathy and passion. Plus we can do this in two languages, two cultures! I consider being Latinx a superpower.
The single event that has most impacted me is 9/11. It was one of the first times I truly recognized that life is short and anything can happen in any moment. I started being more intentional about my goals and the type of life I wanted to live. It also made me more globally aware, and I started taking a more active interest in international politics, from varied news sources beyond just the US.
My favourite poem is ‘Puerto Rican Obituary’ by Pedro Pietri. It represents the struggles of Puerto Ricans who came to the US in the 1940s to survive and succeed (my abuelos generation). I first learned of it at university. It is a powerful poem I reflect on often, with gratitude.
My favourite song growing up was ‘Optimistic’ by Sounds of Blackness. It’s the soundtrack of most of my mornings. It’s a beautiful gospel song with a message of resilience and the power of having a positive attitude. It’s been on my Spotify Wrapped annually for years!
Seeing people struggle around me pushed me to excel. I wanted to have a comfortable life with access to the arts and the ability to travel abroad, with the means to give back and donate to causes important to me. This almost desperate desire was the driving force to success at all costs.
The biggest obstacle I had to overcome was starting a career with no contacts. I had to be very tenacious in networking, interning to meet people in the industry and establishing relationships. That’s what ultimately led to my first job at the NBA (National Basketball League).
My biggest breakthrough was my move to Live Nation UK. I recognised an opportunity to expand my career internationally. I created my role, pitched it successfully and developed a new team in the London office in 2015 from the ground up, across creative solutions, design, digital, research, insights, strategy and PR. Music festivals are woven into the fabric of UK culture. At the time, the US did not have a big festival culture so I wanted to be in a market with leaders in the space. I was also ready to step into something new and challenging professionally.
When I first arrived in London I had to look words up as if it was a foreign language; it felt very surreal. I complimented someone’s pants, to be told I was complimenting his underwear, which was a bit embarrassing. I always say trousers now!
I didn’t expect to be perceived as an ‘American.’ I have always identified as being a Puerto Rican New Yorker so this forced me to think more about my identity. New York is very diverse, but London is diverse on a more global scale. I was also surprised and thrilled to learn about the vibrant Latinx community and music scene here.
As a typical New Yorker who lives on coffee, I had to learn how to make a proper cup of tea! I did everything quintessentially British – Royal Ascot, Wimbledon, Notting Hill Carnaval, countless music festivals and football matches…and lots of Sunday roasts. I also attended every Latin music event I could find.
My Live Nation UK colleagues were incredibly kind to me when I joined the team. They were really generous with their advice, especially about the city. I’ll always appreciate their kindness in embracing me and making me feel like part of the team straight away.
My career has been defined by…hustle and grind, hyper awareness (of having to work a bit harder and command respect in male dominated fields), staying curious, relying on mentors (crucial for success), giving back (as a mentor), getting a bendición from my abuela when we speak every Monday (my superpower!)
Things that most inspire me about my work are: 1. The massive role live music plays in people’s lives. It’s something that sparks joy and euphoria, creating long term, vivid memories. 2. Mentoring the new generation of young people in the music industry, especially Latinx and those from under-served communities. 3. Seeing my team succeed and thrive professionally. 4. Working in a competitive, fast paced space where every day is different. 5. The rise of Latin music globally. I worked in the industry during the first Latin music boom of the 90s, but this new boom is a force. Unapologetically Latinx and on our terms.
I would tell my younger self to slow down! I was always in a rush to jump to the next level without spending enough time in the present and celebrating the wins.
Over time I’ve learnt to value balance between the personal and professional. Being in the present and celebrating the wins instead of always rushing through to ‘what’s next’
My life now in London is balanced (I’m a lot better about work / life balance since I moved here), cultured (I fully take advantage of all the cultural events the city has to offer), well-travelled (London is an incredible travel hub and had opened up a world of new places to easily travel to ) and connected (I’ve established many new friendships since moving here and value these relationships greatly).
I love London mostly for its music. There’s a live music event of some kind every night across every music genre imaginable. And I especially love that Latin music artists are adding London to their touring plans. I also appreciate the international vibe of the city and the opportunity to engage with different people from all over the world.
The best thing that happened to me in London was being awarded Global Women in Marketing Changemaker Award. The worst – not being able to see my family during the pandemic.
My favourite places in London are Kensington Gardens (especially for a walk after Sunday roast), my local pub The Mall Tavern, The V&A Museum and Latino Life in the Park!
When I think of home I think of my family, naturally, and what it means to be from NYC. It’s a tough place that prepares you for anything and everything life throws at you. When I feel homesick, I call home, usually my 9-year-old niece Riley who I adore and always being a smile to my face and my grandmother for a bendición.
If I didn’t live in London, I’d live in Latin America or the Caribbean (by the beach!)
My favourite word is Bendición
The word I most dislike Odiar
