Today we’d like to introduce you to Arminda Figueroa.
Hi Arminda, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
If you want to understand where my drive comes from, you have to look back at my childhood in Puerto Rico. I didn’t learn business in a boardroom; I learned it at my paternal grandparents’ gas station. I was the kid who was eager to pump gas and serve customers, learning early on that business is fundamentally about service, work ethic, and community. That entrepreneurial “bug” was inherited from both sides of my family—it’s something I’ve always carried in my veins.
In the late 1980s, that same fire is what pushed me to leave the island for New York City. I knew I was destined to follow an entrepreneurial path, but I wanted to sharpen my skills against the world’s toughest competition first. I spent nearly two decades in “Corporate America” with giants like Anheuser-Busch, Verizon, Univision, and Scholastic. My time there wasn’t just about climbing a ladder; it was a masterclass in how major brands function—and more importantly, where they were failing to connect with the Hispanic community.
In 2007, I decided it was time to take everything I’d learned and bet on myself. I launched Latin2Latin (L2L) to be the bridge that I knew was missing.
The true test of an entrepreneur isn’t how they handle the sunshine, but how they navigate the storms. Just months after launching, the 2008 economic meltdown hit. Later, we faced the unprecedented challenge of a global pandemic. In both instances, the foundation I built as a young girl in Puerto Rico kicked in. I didn’t see a wall; I saw a need to pivot.
We shifted from being a traditional boutique firm to a data-driven, technology-forward consultancy. That agility allowed us to not only survive but to thrive, securing major brand partnerships and delivering award-winning executions for clients like HairClub, United Way Broward, Texas A&M, Baylor College of Medicine, Lenox Hill Hospital, Mount Sinai Hospital among many other global companies.
Today, as L2L celebrates nearly 20 years, I look back at those “valleys” as my greatest teachers. They forced us to innovate, leading to multiple Telly Awards, Communicator Awards, and the honor of being a 100% minority-owned firm that plays on the national and global stage. My journey has been a series of triumphs—both major and small—all fueled by that same spirit that first started pumping gas in Puerto Rico. I’m proud to say that while the tools have changed from gas pumps to AI-driven marketing, the heart of the business remains exactly the same.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
The Trial by Fire: 2008
Imagine launching your dream business in 2007, only to watch the global economy go into a freefall months later. The 2008 economic meltdown was my first major “bump.” At a time when most companies were slashing marketing budgets and playing it safe, L2L was still a toddler.
We overcame this by becoming ROI-obsessed. We couldn’t afford to be just another “creative shop.” We had to prove to our clients—many of whom were also struggling—that partnering with us wasn’t an expense, but an investment in growth. We leaned into our boutique agility, offering senior-level strategy that larger agencies couldn’t provide at that price point. That period taught me that resilience isn’t just about “hanging on”; it’s about tightening your focus and becoming indispensable.
The Great Pivot: The Pandemic Era
Then came the pandemic—a different kind of bump that changed the world overnight. For a marketing firm, the challenge was twofold: we had to manage our own business uncertainty while simultaneously guiding our clients through a world where consumer behavior had shifted in a heartbeat.
We overcame the pandemic by doubling down on digital and data. We didn’t just wait for things to “go back to normal”; we anticipated the “new normal.” We pivoted our strategies to focus heavily on healthcare marketing and digital transformation, helping brands reach the Hispanic community with life-saving information and accessible services. This era proved that our ability to be “mavericks”—as I’m often called—meant being unafraid to tear up the old playbook and write a new one in real-time.
Celebrating the Triumphs
The beauty of these struggles is that they led us to the winners’ circle. Through every pivot, we haven’t just survived; we’ve achieved remarkable success:
Major Brand Partnerships: We’ve gone from a home-based startup to managing high-stakes accounts for national brands like HairClub, United Way Broward, and major healthcare systems, such as Mount Sinai Hospital NY, Northwell Health and Baylor College of Medicine.
Award-Winning Execution: Our mantle now holds multiple Telly Awards, Communicator Awards, and trade wards, proving that a boutique agency can deliver “big agency” results with more heart and precision.
Growth & Influence: Transitioning from a small consultancy to a recognized industry leader has allowed me to advocate for our community at the highest levels, including discussions at the White House on economic transformation for small businesses.
Looking back at 2026, I see those “bumps” as the fuel that kept us moving. Every time the road got rough, it forced us to find a better way to drive. Today, L2L is stronger, leaner, and more impactful because we chose to see every struggle as an invitation to innovate.
Alright, so let’s switch gears a bit and talk business. What should we know?
2026 is a defining year for us. As we celebrate 19 years in business, we are officially evolving from Latin2Latin Marketing + Communications to L2L. This change reflects a natural progression: we have grown far beyond a traditional agency into an Integrated Growth Partner. With teams across the U.S., Puerto Rico, and Spain, we bring a global perspective grounded in deep cultural insight. While our expertise in the Hispanic market remains our core, L2L now operates at the critical intersection of strategy, innovation, and execution, helping brands like United Way Broward, Puerto Rico Consortium for Clinical Investigation (PRCCI), Liderman USA, Rhaeos and others navigate an increasingly complex global marketplace.
Question: What do you do, what do you specialize in / what are you known for?
We are the strategic engine for brands seeking Market Access and Ecosystem Establishment. We specialize in treating market entry as a critical operation rather than just a campaign. Whether it’s an Israeli medical device entering Puerto Rico, or healthcare innovator in endometriosis like Sur 180 Therapeutics, or a manufacturing firm like Box Gang Manufacturing scaling their footprint, we provide the roadmap. We are known for our three core principles:
Logic2Lead: Using data and market intelligence to guide high-stakes decisions.
Listen2Leverage: Converting local “gained knowledge” into immediate opportunity.
Leverage2Lead: Building the trust and momentum necessary for long-term impact.
Question: What sets you apart from others?
What sets us apart is our 20+ year solid reputation for strategic integrity. We don’t just offer marketing; we offer access. For a domestic or international firm, the “cold start” in a new territory can take years. We bypass that by leveraging our established networks to embed clients into the local fabric immediately. We align a company’s sales and operations with local institutional norms, ensuring that their entry is authentic and connected from day one. We provide the “Mechanism that Multiplies Impact”—linking our clients with high-value partners, government stakeholders, and industry associations that others simply can’t reach.
Question: What are you most proud of brand-wise?
I am most proud of the trust we have cultivated over nearly two decades. Seeing our portfolio expand to include diverse leaders like HairClub, PRCCI, Kansas Department of Health, United Way Broward, Hispanic Unity of Florida, Fiorucci, Curanova, Sur 180 Therapeutics and Metro Group Corp is a testament to the breadth of our work. I am proud that we have evolved from “traditional multicultural marketing” to providing higher-level strategic guidance that helps brands grow with purpose. Transitioning to the L2L name is a badge of honor—it represents 19 years of “listening” and “leveraging” on behalf of our partners to ensure their enterprise success.
Question: What do you want our readers to know about your brand, offerings, services, etc?
We want the South Florida community and our domestic national and international partners to know that L2L is here to help you move with clarity and confidence. We are more than an agency; we are a bridge between your innovation and the ecosystems of South Florida, US, Puerto Rico, Israel and Spain. Whether you are a startup in the healthcare space or an established manufacturer, we ensure you aren’t just adapting to the market, but leading it. Our door is open to those who want to build something meaningful, and we look forward to a 2026 filled with growth, health, and new opportunities for all our collaborators.
We all have a different way of looking at and defining success. How do you define success?
While delivering tangible results—the data, the market entry, the metrics—is the baseline of what we do, it isn’t how I truly define success. In my view, the differentiator between a vendor and an Integrated Growth Partner is the human connection.
In high-stakes environments like international security or medical device innovation, it is easy to get lost in the ‘Logic.’ But logic only gets you to the table; it’s the human element that keeps you there. To me, success is defined by two core pillars:
1. The Depth of Relationship Marketing: We don’t just move products; we move people. To us, Relationship Marketing isn’t a tactic; it’s our primary lever. Success is seeing a client from USA, Israel, Peru, Puerto Rico, or Spain become a trusted, respected fixture in the Continental USA, South Florida or Puerto Rican community. When we’ve used our reputation to build a bridge of ‘confianza’ (trust) that didn’t exist before, that is a win. We believe that brands may compete on products, but they lead through the strength of their relationships.
2. Being an Integrated Growth Partner: I define success by the ‘Integrated’ part of our title. It means we aren’t just sitting across the table from our clients; we are sitting on the same side. We are successful when we aren’t just seen as an agency that ‘handled the marketing,’ but as a partner that optimized their sales training, navigated their regulatory hurdles, and aligned their operations with local culture.
Ultimately, success is helping our partners move with clarity and confidence. When our work leads to a client’s long-term impact and institutional trust in a new market, we’ve done our job. After 19 years, I’ve learned that tangible results are the goal, but the human connection is the mechanism that makes those results permanent
Contact Info:
- Website: l2lmarketing.com
- Instagram: latin2latin
- Facebook: https://www.facebook.com/L2LAgency
- Linkedin: Latin2Latin Marketing
Image Credits
L2L Marketing
