About this Episode:
Season 1, Episode 8: If Not Us, Then Who? with Yareli Esteban
Ad exec and Latina powerhouse Yareli Esteban shares her insights on multiculturalism, its impact on organizations and businesses, the role of women in the workplace, and how to support future generations. Her experience connecting brands to communities based on macro trends from the 2020 U.S. Census and other data show us a hopeful glimpse into the future. From being the first Latina and often only Latina in the room, learn how Yareli is now paying it forward, paving the way for girls to have a voice and for gen Z’ers (the most ethnically diverse and largest generation in American history) to overcome the pressures of the day. In celebration of International Women’s Day, this episode honors the #FOD CauseGirls, those that have been the First, the Only, and the Different. Our hats are off to you!
Living by the mantra, “If Not Us, Then Who?” with real values and heart, this is Yareli’s story:
In this Episode
⭐ Celebrating Women’s History Month and International Women’s Day
⭐ Where it all began: a story about a girl and a grandma
⭐ 2020 Census Analysis: We’re more multiracial than ever
⭐ The metaverse and more: what’s on the hearts and minds of gen Z’ers
⭐ What companies need to focus on most when it comes to women in the era of the great resignation
⭐ How to best support girls of color coming of age and preparing for the workforce
⭐ Mind-Body-Heart-Soul work to stay the course, and more life lessons from Abuelita
More about Yareli
Yareli is the CEO and Chief Brand Officer of Strategar, a boutique advertising agency focused on helping brands connect with communities. She believes in the power of the collective as a strong force and is personally committed to working with brands that are not only for profit, but for a more meaningful purpose as well.
Prior to founding Strategar, she spent 15 years leading account management and insights teams for large brands including: Univision, Chevrolet, Bank of America, and Avocados From Mexico. Since establishing Strategar in 2013, her company has focused on four key industries including: agriculture, food service, education and public health. Some of her clients include Penn State Health, Food 4 Less, (a Kroger company), GO TEXAN (a consumer packaged goods program designed to support local farmers, growers and producers), Dallas College, the Texas Department of Agriculture, and The University of North Texas System.
One of her recent achievements has been consulting with clients on how they can better connect with underserved communities (including minority populations). Especially in determining social disparities and how educational campaigns can support healthier organizational outcomes long term.
Giving back is not only part of her advertising life, it is just how Yareli operates. She believes in rolling up her sleeves and doing the hard work; she embodies the phrase, “If not us, then who?”. Yareli led a panel at SXSW on responsible food sourcing in 2017 and 2018. She was also recognized as one of the top 25 women in advertising or “Shining Star” by the Dallas/Fort Worth American Advertising Federation chapter. For the past four summers, her company hosts Camp Strategar by inviting Gen Z (tweens and teens) to participate in a discussion of thought-provoking topics, including food neophobia, gender equality and occupational sorting. In addition, her team supports causes including the North Texas Food Bank and career days at various school districts.
Yareli serves as a board member for the Dallas/Fort Worth Minority Supplier Development Council, Girl Scouts of NorthEast Texas and Hispanic 100, an organization that advances Latina participation in the areas of employment, procurement and social issues. In addition, Yareli serves as a marketing advisor to the Equitable Food Initiative whose focus is to bring together growers, farmworkers, retailers and consumers to transform agriculture and improve the lives of farm workers. She holds a Bachelor’s in Business Administration with a concentration in Marketing and a minor in finance from the University of Texas at Austin.
CauseGirl Call to Action
Yareli’s advice for the next generation and those mentoring and ensuring their success:
- Be yourself. Don’t copy-cat what someone else is doing, just because it’s on trend, because it may not be relevant tomorrow.
- Embrace your differences, because there is true value and insights in that diversity. Especially as things get rebuilt. Bring your whole self in to the workplace.
- Be bold! Don’t shy away from pursuing your passions and your dreams.
People, Links & Resources
Connect with Us!
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⭐ Let’s keep the conversation going! Find Elena here on Facebook and LinkedIn, and @CauseGirlGlobal on Twitter and Instagram.
⭐ Connect with Yareli Esteban and her amazing impact work on LinkedIn and at www.strategar.com
⭐ We’d be so grateful to hear your takeaways from this conversation. Share your takeaways on Twitter and Instagram or email me directly at elena@thecausegirl.com.
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Episode Transcript:
Quotes from this Episode
“As a woman, and as a volunteer, we, in the first world, have so much to offer women in developing countries. I'm excited about what's to come and the opportunities and there is enough to just help other women get lifted and have some equality. That is the goal, afterall."
“People are thinking it doesn't really impact me, but it does impact us. It impacts us in 20 years, when these little kids are hitting the workforce. We selfishly need to depend on their success. It's the way our country is set up.”
"When I tell you I don't have the Sunday blues, I love getting up and doing this and knowing that I'm building a company that is reflective of what this future is going to look like - it's very exciting and motivating."
"Our mission is to help brands connect with communities. We work across a few areas -food and agriculture because everybody has to eat and its a cornerstone to human success and human life - education, healthcare, social impact, and diversity, equity and inclusion. Strategy is part of our name - Strategar - so we work strategically with our clients to help them answer some tough problems through market research...to formulate hypotheses and tests about how something can be communicated, marketed, positioned and launched."
Yareli Esteban and her Abuelita (Right)
Meet your hosts:
Elena Sacca Smith
Host
