EMPOWERING LATINAS IN THE IE

Lala Castro is an entrepreneur and digital marketing consultant with a wide array of expertise in Online Marketing. Lala is also the co-founder of #LatinaGeeks, with a mission is to empower and inspire Latinas by sharing technical knowledge, business skills, and entrepreneurship resources through hands-on workshops and community events.

In 2017, #LatinaGeeks designed the “Latinas Learn to Code” program to help bridge the gender gap in the tech programming industry by providing an introduction to the foundations of HTML, CSS, and JavaScript — the three building blocks of the web. The workshops have expanded to additional technical skills workshops like cloud computing, digital marketing, data analytics and more. In the last two years they have successfully built strong partnerships with tech companies like Microsoft, Intuit, Eset and others to encourage technology adoption within the community and increase the number of Latinas in technology-related careers.

In 2016, Lala launched a consulting company that leverages online media and marketing for mid-size companies, along with Digital Marketing hands-on workshops and programs for small business owners, executives, and local Universities. Her passion and curiosity for technology not only has provided her with a successful career that she loves, but it has also created a path for other Latinas to grow, learn and embrace their own inner geek.

With 15+ years of experience in digital marketing, Lala has led and created digital strategies for brands like Knott’s Berry Farm, Johnny Rockets, Patina Restaurant Group, El Gallo Giro, Northgate Markets, Toshiba USA/Latin America and more.

Lala has been featured in Latina Magazine, LatinaStyle Inc Magazine, and has appeared in tech news segments on Univision 34. Lala was also recognized by Digital LA – Silicon Beach Fest: Top 50 Digital Women list in community leaders who have made outstanding contributions to LA’s startup tech ecosystem and community.

When Lala is not working, she enjoys her time with her family, husband and three golden retrievers.

Heidi Marshall was recently appointed Director of Riverside County’s Housing and Community Development Department where she will lead the County’s response to homelessness, the current affordable housing crisis and poverty. Prior to her appointment, Ms. Marshall served as Managing Director for the Riverside County Economic Development Agency which included oversight of 22 divisions, 900 employees and an annual budget of $300 million. In her role as Managing Director, she made significant contributions to regional economic development and worked to advance to the local small business climate. These contributions include:

• Establishing three Business Centers which provide one-stop, concierge assistance to new and expanding businesses;
• Expanding relationships with the Small Business Administration which led to the siting of two Small Business Development Centers in Riverside County which includes the EPIC SBDC, a partnership with the University of California, Riverside focused on technology transfer and commercialization;
• Launching new and innovative entrepreneur programs, Emprendedores and Cocineros, focused on the unique needs of Latino business owners;
• Utilizing the Riverside County Office of Foreign Trade to strengthen business relationships with Mexico with the goal of increasing local exports and investment in the region;
• Fostering innovation through the creation of Riverside County’s Innovation Month and the expansion of the ExCITE incubator, a joint project of UCR, Riverside County and the City of Riverside;

Executing large scale business attraction campaigns including the successful effort to relocate the California Air Resources Board (CARB) state-of-the-art Southern California headquarters to Riverside;

Specific performance metrics achieved during Ms. Marshall’s leadership include:

• $330 million in capital investment and the creation of 942 jobs through business attraction and expansion efforts;
• $29.5 million in capital investment and 964 jobs resulting from Foreign Direct Investment projects initiated by the Office of Foreign Trade;
• Over 1,000 entrepreneurs trained; and
• Over 160 small business starts which included access to over $23 million in capital and the creation of 423 jobs.

Ms. Marshall holds a Bachelor of Arts in Political Science from California State University, Los Angeles and a Master of Science in Public Administration from California State University, San Bernardino. She has served on the Program Advisory Board of the Department of Public Administration and as was an Adjunct Professor at California State University, San Bernardino.

Ms. Marshall was born in Honduras and lived there until the age of 10. She and her family currently reside in the City of Riverside.

Genoveva Meza Talbott, has been a practicing attorney in Southern California since 2003. In 2018, she founded Meza Talbott Law, a family law mediation and estate planning firm in Claremont, California. She is also currently Of Counsel with Law Offices of Vera & Barbosa, and is the founder of TheLawUnbundled.com, an online platform for delivery of unbundled family law legal services that make access to quality legal services accessible and affordable. Before founding Meza Talbott Law, she was managing partner for eight years to Talbott Kim, LLP, a boutique family law firm headquartered in Downtown Los Angeles. She began her legal career working with primarily low-income clients and then spent many years working for a well-respected Southern California law firm known for representing celebrities and high net worth individuals in family law matters.

Ms. Talbott has spoken on matters relating to family law and estate planning, as well as diversity in the legal profession. She volunteers her time to pro bono legal clinics, as well as nonprofit organizations whose mission is to support underrepresented individuals in legal and non-legal matters. She hosts Lunes Legal, a weekly Facebook Live show in Spanish to educate the community on family law and estate Planning.

Currently, she serves on the board of Shoes That Fit, a California nonprofit organization that has been recognized nationwide for its efforts in helping children receive new athletic shoes. She also serves on the boards of Orange County Conservations Corps, Sisters of Strength, and is an appointed member of the Fullerton College Paralegal Studies Advisory Board. Genoveva maintains membership and involvement in multiple organizations such as the National Latina Business Women Association-Inland Empire, Orange County Hispanic Bar Association, Los Angeles County Bar Association, the Latina Lawyers Bar Association, and in 2011 served as President of the Orange County Hispanic Bar Association after having served on its Executive Board for seven years.

She received her J.D. from the University of Southern California Gould School of Law, earning a full-tuition scholarship for all three years of study, and her B.A. from the University of California, Los Angeles, where she majored in Political Science and minored in French.

Ms. Talbott is admitted to the State Bar of California and the United States District Court, Central District of California. She is fluent in Spanish and conversational in French. She lives in Claremont with her husband and two children.

Vanessa Casillas immigrated into the United States at the age of One from El Salvador with a single mother seeking asylum with no support, as her Father was killed in the Salvadorian civil war 2 months prior. Vanessa as a Latina immigrant who grew up in poverty in the streets of South- Central LA, knew first-hand what it was to struggle. Being raised by a single mother with 6 brothers and sisters, with minimal relative support lived their lives jumping from house to house, due to financial hardship as her mother possessed limited educational skills and struggled to find employment or childcare. Vanessa knew what it felt like not to have a home, food, or a job and this gave her the strength to develop a passion to live by doing for others. Vanessa’s main focus has always been to help others, so she developed organizations aimed helping build people and leaders.

Vanessa is the co-founder and CEO of Changing Lives Staffing Inc., a Southern California Employment agency, that focuses on building communities and making a positive impact in low income families while changing lives. Although this is one of the best and most rewarding experiences of her life, it is also the hardest accomplishment she has ever made. What was once a company that started with zero customers, has grown into a multi-million-dollar company in a matter of 5 years.

With over 20 years of industry experience with leading staffing vendors, Vanessa has held several high-level senior management positions. She has had a long and successful career. Vanessa experienced firsthand the cost and complexity of building a business from scratch. However, with the support, guidance and education, she received from the IE-NLBWA she gained confidence in converting from a business owner to an entrepreneur! Since her experience with the IE-NLBWA Leadership & Entrepreneur program, she has co-founded two other businesses. EMPOWER ME NOW LLC, a leadership motivational training center that focuses on offering training to develop professionals and leaders at the same time maintaining compliance and Just like Grandma’s house day care LLC a daycare in low income communities for low income working parents.

The IE-NLBWA gave a connection to the areas most needed to grow a business, Vanessa was able to connect with banks for capital and line of credit and developing a strong solid business plan. The accreditation for being a minority business owner opened many doors of opportunities with government contracts, that will range from 1-3 dollars in new business.

Rossina Gallegos facilitates and manages the charitable contribution and the Foundation grant making for Los Angeles and Orange County. She also implements strategies, tactics and programs to maximize the talent and availability of Union Bank employees with the needs of low-and moderate-income communities. Rossina’s community outreach work heightens Union Bank’s presence to address the Bank’s Community Reinvestment Act commitment, public image opportunities, and employees’ desire for engagement.

Rossina joined Union Bank in 1981, and during her tenure, she has served in various positions in small business lending, Special Assets management and Multicultural Markets. Prior to 2020, Rossina managed the charitable contributions and community outreach in Orange County, San Diego and the Inland Empire; thus, making her familiar with the issues affecting most markets in Southern California.

Rossina is active with numerous civic and community organizations. She is the President of the Board of the Santa Ana College Foundation and serves on the board of the Orange County Children Therapeutic Arts Center. She is also on the Advisory Board of the National Latina Business-Women Association-Inland Empire Chapter, the Orange County Community Housing Corporation, the Affordable Housing Clearing House, the National Hispanic Business-Women Association, the Hispanic Education Endowment Fund, and the Orange County Human Relations. She has been the recipient of many awards throughout her professional career.

Rossina holds a B.A. from Colegio Europeo from Guatemala City, and an A.A. with emphasis in Accounting from Los Angeles City College. She has also received formal training in Banking through the American Bankers Association and other reputable institutions.

Rossina is married and has two adult children.