Finding my voice: A Latina’s journey in the communications industry
Building a career in the communications industry is a challenge in itself, but as a Latina woman, non-native English speaker, and first-generation professional in my family in tech, my path has been a unique journey of resilience and cultural pride. My story is one of navigating unfamiliar terrains, learning to embrace my heritage, and taking ownership of the narratives that define who I am. For women like me in the communications industry, reclaiming our stories is not just a choice—it’s a necessity.
For women in communications, especially those from marginalised groups, it’s time to reclaim the narratives that define us. It’s time to tell our own stories, in our own words, and to make sure that our voices are heard loud and clear.
Starting from scratch in London
When I first arrived in London, the city seemed like an endless maze of possibilities and challenges. I came from a monomarental, Ecuadorian family, carrying with me the values of hard work, persistence, and resilience that my mother instilled in me. With no built-in network or connections in the UK, I had to start from zero. Every conversation, every coffee meeting, and every networking event was an opportunity to plant the seeds of my professional growth. As a non-native English speaker, I had to push through the doubts and insecurities that often arose, wondering if I would ever sound “good enough” in a language that wasn’t mine.
But through that process, I realized something important: my voice matters. The stories and perspectives I bring to the table are valuable precisely because they are different. And instead of conforming to what the industry might expect, I learned to embrace my unique voice as a Latina woman, using it to build bridges with others and carve out a space for myself.
Owning my identity and culture
In the world of marketing, communications, and advertising, the stories we tell have the power to shape perceptions, create change, and influence the way people see the world. For many years, stories about the Latine community were often shaped by others—by those who may not fully understand our culture, our challenges, or our strengths. But I realized that I could take ownership of my narrative, defining what it means to be a Latina in the communications industry on my own terms.
This journey hasn’t been without its challenges. Often, I found myself in rooms where I was the only Latina, the only person with an accent, and the only one who didn’t have a traditional path into the industry.
Imposter syndrome was a constant “bestie”. But I made a conscious decision: I would turn my difference into my strength. I began to see my cultural background not as a hurdle but as a source of richness and authenticity. I learned to bring my full self into every project, every strategy session, and every campaign, knowing that my perspective could add a fresh lens to how brands communicate.
Making my contribution as a Latina woman in communications
The contributions I make today as a Marketing and communications consultant, DE&I practitioner and speaker are deeply rooted in my identity. My experience as a Latina woman frames the way I approach communication—always with an understanding of the power of inclusive storytelling. I aim to create spaces where diverse voices are heard, where brands can authentically connect with communities that have long been underrepresented.
It’s no secret that the marketing and advertising industry still has a long way to go in terms of representation. But progress is possible, and it starts with us. It starts with reclaiming our stories, owning our narratives, and making sure our voices are included in the conversations that shape this industry.
Advice for fellow women in communications
If there’s one thing I’ve learned in my journey, it’s this: don’t wait for permission to take up space. Whether you’re a non-native speaker, a woman of colour, or someone whose story doesn’t fit the traditional mould, your perspective is exactly what this industry needs. Here are a few pieces of advice for anyone navigating similar paths:
1. Embrace your unique voice: Your accent, your background, and your experiences are all part of what makes you who you are. Don’t shy away from them—let them be the source of your strength.
2. Build your network with intention, every connection is a chance to build a community. Find allies, mentors, and champions who understand your journey and can support your growth.
3. Reclaim your story: Don’t let others define what your culture or your identity should look like. Share your story, celebrate your heritage, and let your experiences inform the work you do.
4. Advocate for inclusion: Use your position to create space for others. Whether it’s in your team meetings, projects, or larger industry initiatives, your voice can be a powerful tool for change.
Kelly Cuesta
Marketing and Communications Consultant
Social Impact Leader