Amigas in Business

Brand Partner: Capital One

Year: 2024

The Challenge
Latina entrepreneurs are launching businesses at six times the rate of their white counterparts but receive just 1% of venture capital funding. The gap isn’t due to lack of vision or drive—it’s lack of access. Capital One and #WeAllGrow aimed to shift this narrative through a campaign that delivered real capital, education, and community, empowering Latinas to grow their businesses with confidence and resources.

The Work
The 2024 Amigas in Business campaign was a multi-touch experience designed to provide Latina entrepreneurs with actionable skills, funding, and community connections.

Key components included:

• Masterclass: The Art of Pitching – A digital e-course featuring three videos with expert advice on pitching, securing grants, and building resilience. Participants learned to craft memorable introductions, master body language, and hone vocal techniques. The series served as a timeless resource, accessible even after the pitch competition.

• Pitch Competition – Latina entrepreneurs applied through an 8-question submission, including a short video. Three finalists were selected by an independent review grant board and the Capital One Small Business team to receive grants of $20K, $30K, and $50K.

• Amigas in Business Live Conference – Over 300 Latinas attended the full-day conference featuring transformative sessions on leadership, scaling businesses, and growth strategies. The experience included curated programming and interactive elements such as the Capital One Café, headshot station, market experience, and cosmic business forecasts. Attendees represented a diverse range of service- and product-based businesses at different stages of growth.

My Role

• Oversaw end-to-end campaign strategy, creative direction, and execution, touching every aspect of the experience

• Curated programming and speakers across the masterclass, pitch competition, and live conference

• Directed creative vision for the live conference and e-course, including stage design, visual aesthetics, interactive elements, and attendee experience

• Secured sponsorships and managed in-kind contributions for gift bags and activations

• Oversaw development of educational resources, including the conference workbook

• Managed cross-functional collaboration with Capital One and #WeAllGrow teams to ensure seamless execution

Impact

• Empowered Latina entrepreneurs with education, mentorship, and access to funding opportunities

• Amplified visibility of Latina-owned businesses within the entrepreneurial ecosystem

• Reinforced Capital One’s role in advancing business growth and opportunity for entrepreneurs, aligned with Capital One Business’s commitment to supporting small business success and providing tools that help businesses thrive