Veronica Cool took the leap from Corporate America to entrepreneurship when she realized she was giving away valuable advice on how to engage the fast growing and affluent Hispanic American market. CEO and founder of Cool & Associates, she now helps entrepreneurs and F500s alike bridge the gap to cultural gap and take advantage of a $1.5 trillion opportunity.
A native of the Dominican Republic, Veronica spent 20 years in climbing the ladder of Corporate America – in commercial banking, lending, financial analysis and sales management, working with Wells Fargo and Bank of America, and also leading and operating the state-wide Maryland Hispanic Chamber of Commerce.
For years, she freely gave advice to F500s about how to reach and engage Latinos.
Then she realized she was giving away valuable advice for free. It was the ‘aha’ moment that led her to take the leap into entrepreneurship.
Now she runs Cool & Associates, a management consulting that helps companies of all shapes and sizes bridge the cultural divide. She says most companies are missing the opportunity to leverage top Latino talent, and are misguided at best in how to sell to Hispanics.
Veronica the founder of the Latino Innovators Pitch, an innovative program to showcase and empower Latino entrepreneurs to scale and grow their businesses profitably and sustainably, and also a member of the s Hispanic Leaders Association, Latino Providers Network, Latinas Think Big and SHIFT. She speaks regularly on access to capital, entrepreneurship, financial literacy and women in business – and you can read her columns in the Huffington Post, Mundo Latino and The Daily Record.
Veronica has received various awards including the Innovator of the Year, Baltimore Sun’s 25 Women to Watch in 2016, Top 100 MBE, US Hispanic Chamber Corporate Leader of the Year, Daily Record’s MD Top 100 Women-Circle of Excellence and the US Hispanic Chamber Ultimate Latina Award. Former First Lady Michelle Obama recognized Veronica for her commitment to youth mentoring, and Maryland Governor Larry Hogan appointed Cool to serve on the statewide Governor’s Workforce Investment Board
Learn in this episode:
- How to tap the fast growing Hispanic market – for talent and customers
- Why you don’t need to market to Latinas in Spanish
- How to grow a consultancy business
- Asking for your true value and how not to negotiate against yourself or price yourself to low
- And other great tips for women in business and much more!
Read the full transcript here:
How to Find Veronica on Social Media:
- https://instagram.com/ Coolvero_dr
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