The Chingona Chair

di The Chingona Collective

Stagione 1

The Power of Storytelling: How Latina Voices Shape Communities, Culture, and Change

What does it take to build a successful career in communications while staying true to your voice, your culture, and your purpose? In this episode of The Chingona Chair, Diana Leza Sheehan sits down with communications executive, former journalist, and contributing author of Latinas in Public Relations: Shaping Communications, Communities, and Culture, Brenda Duran. Together, they explore Brenda's journey from newsroom reporter to government communications leader, the power of storytelling to drive impact, and why Latinas need to stop shrinking and start owning their space. The conversation dives into the future of communications in an AI-driven world, the skills young professionals should be developing today, and how bicultural perspectives create a unique leadership advantage. Brenda also shares candid advice on career pivots, overcoming self-doubt, taking ownership of your narrative, and creating opportunities for those who follow behind you. If you're building a career, leading a team, navigating change, or looking for inspiration to embrace your authentic voice, this episode is for you. In this episode, you'll learn: Why storytelling remains a powerful leadership tool in every industry How AI is changing communications and why human judgment matters more than ever The difference between belonging in the room and owning your place at the table How Latina leaders can leverage their bicultural experiences as a professional superpower Why career pivots are often the foundation for future success #TheChingonaChair #LatinaLeadership #Storytelling #PublicRelations #Communications #WomenInLeadership #LatinasInPR #CareerGrowth #AI #LeadershipDevelopment #PersonalGrowth #PodcastEpisode

S1 · E23

20 lug 2026

36:20

Gol de Marketing: How Brands Win or Lose the World Cup Moment

The FIFA World Cup 2026 isn't just going to be the most watched sporting event in history, with over six billion people expected to tune in. It's the biggest marketing opportunity US brands have ever had. And most of them are going to miss it. In this episode of The Chingona Chair, Diana Leza Sheehan of PDG Insights is joined by co-hosts, Alex Garza of AGG Consulting and Lilia Arroyo Flores of Dígame Consulting, to break down what brands are getting right, what they're getting wrong, and why authentic connection — not visibility — is the only strategy that wins with Latino consumers. They dig into standout campaigns from Adidas, Buchanan's Whiskey, and Miller Light, the Latina multiplier driving jersey purchases and fan culture, why Spanish-language coverage is no longer a niche play, and the one cliché every brand needs to retire before kickoff. From grassroots ambassadors to music-first marketing to indigenous textile collaborations in Puebla — this is real talk on what cultural relevance actually looks like in 2026. Featuring: Diana Leza Sheehan, PDG Insights Alex Garza, AGG Consulting Lilia Arroyo Flores, Dígame Consulting The Chingona Chair — where culture, business, and the real drivers of consumer behavior collide. No fluff. No filters.

S1 · E22

11 giu 2026

40:02

Betting on Yourself: Latino Entrepreneurs on Building, Pivoting & Thriving

What does it really take to start—and sustain—a small business? In this episode of The Chingona Chair, hosts Alex Garza and Diana Leza Sheehan sit down with two Little Village-raised, Chicago entrepreneurs, Daniel Silva (Te-Qu) and Roxy Delgado (Marketing Rocks) to unpack the real journey behind entrepreneurship, especially as Latino founders rooted in community. From taking that first leap of faith to navigating uncertainty, burnout, and growth, Daniel and Roxy share candid insights on what it means to bet on yourself. They discuss the importance of building a strong foundation, knowing when to pivot, asking for help (even when it’s hard), and learning to value your work. This conversation dives into: The mindset shifts required to leave traditional paths behind Lessons learned from scaling a business while balancing family and cultural expectations How to recognize when it’s time to pivot or hire support The challenge of pricing your services and avoiding undervaluing your work The power of community, mentorship, and intentional decision-making Whether you’re an aspiring entrepreneur or already building your business, this episode is a reminder that success isn’t linear—and you don’t have to do it alone. Key takeaway: Take action, trust the process, and build a business that aligns with your purpose and your life.

S1 · E21

7 mag 2026

41:16

National Small Business Week Special: Two Berwyn Entrepreneurs on Resilience, Community, and Building Something Real

This National Small Business Week, the Chingona Chair podcast is celebrating the entrepreneurs who make their communities come alive. Lilia Arroyo Flores of Digame Consulting, sits down with two incredible Berwyn, Illinois business owners whose stories you won't forget. First, Alex Herrera of Pink Owl Café shares how he went from immigrating from Mexico, to working factory jobs, to becoming a photographer for major Latin music acts — and how he said no three times before finally saying yes to opening a coffee shop with just $400 to his name. Alex opens up about 25 years of sobriety, the wisdom his grandfather passed down, and what it felt like to look around his thriving café and realize what he'd built from nothing. Then, Vanessa Valentin Lebron, founder of Altura Collective, talks about leaving a 12-year nonprofit marketing career to launch her own consulting business — one that fills a critical gap for authors who need more than a publisher can offer. From launch strategy to book tours to street teams, Vanessa is the force behind the scenes making sure stories don't just get published — they land. Together, their stories are a reminder that small business is about far more than revenue. It's about resilience, community, and the courage to bet on yourself.

S1 · E20

4 mag 2026

38:00

Breaking Barreras: How HACE Is Building Power, Access, and the Next Generation of Latino Leaders

This episode of The Chingona Chair is a special and deeply personal conversation about leadership that moves beyond theory into action. Hosts Lilia Arroyo Flores and Alex Garza sit down with Devin Theobold, Director of Operations and Special Projects at HACE (Hispanic Alliance for Career Enhancement), and Bobbi Venegas, Executive Operations and Special Events Manager at HACE, to discuss the organization’s Annual Summit and this year’s powerful theme: Breaking Barreras: Cultivating the Power of Leaders. Together, they explore how HACE has evolved over four decades, why Latino professionals still face a gap between access and leadership, and what intentional leadership looks like in a time of shifting corporate commitments. The conversation also previews what attendees can expect at the April 29–30 HACE Summit in Chicago, including powerful community moments, mentorship, and honoring real barrier breakers — with keynote speaker Daniel Suárez, the first Mexican‑American NASCAR Cup Series race winner. This isn’t just a conversation about a summit. It’s about who shapes decisions, who gets developed, and how organizations like HACE are building pathways that didn’t exist before. 🔍 Key Topics & Takeaways How HACE has sustained and evolved its mission over 44 years The gap between opportunity and leadership for Latino professionals Why “Breaking Barreras” is a year‑round commitment, not just a summit theme What meaningful mentorship and sponsorship really look like How Latino leaders are being prepared to influence decision‑making spaces 👥 Featured Guests Devin Theobold Director of Operations and Special Projects, HACE Focused on designing intentional, high‑impact leadership experiences that meet the evolving needs of Latino professionals. Bobbi Venegas Executive Operations & Special Events Manager, HACE Leads the execution of the HACE Summit and creates spaces that foster authentic connection, visibility, and leadership development.

S1 · E19

22 apr 2026

25:47

From Shelf to Scroll: How Social Media is Rewriting the Rules of Retail

The old playbook is dead. For decades, brands controlled the narrative — building awareness through campaigns, shaping demand through careful planning, and earning shelf space through forecasts and brand equity. Not anymore. In this episode of the Chingona Chair, Alex Garza sits down with Lilia Arroyo-Flores of Digame Consulting and Diana Leza Sheehan of PDG Insights to dig into a fundamental shift reshaping retail: demand is now built in real time, driven by culture, creators, and platforms like TikTok and Instagram — often before brands or retailers even know what's happening. They explore why cottage cheese became a protein superstar, how "boy kibble" went from Latino dinner staple to Fortune article, and why the brands winning right now aren't always the biggest ones — they're the ones with the most authentic permission to play. From compressed purchase funnels to the rise of agentic AI discovery, this conversation covers what brands, retailers, and marketers need to understand about the new rules of relevance — and why the answer isn't chasing every trend. It's knowing which ones are actually yours. Topics covered: How discovery shifted from brand-led to behavior-led Why retailers' planning cycles are leaving opportunity on the table The protein trend, cottage cheese, and food-as-fuel How creators have replaced institutions as trusted voices The tension between speed, relevance, and brand identity What "permission to play" really means — and what happens when you get it wrong

S1 · E18

10 apr 2026

40:41

Beyond the Brand Promise: Decisions That Reveal Values

In a moment defined by economic volatility, policy shifts, and rising costs, brands are being tested—and telling on themselves. In this episode of The Chingona Chair, hosts Lilia Arroyo Flores, Alex Garza, and Diana Leza Sheehan unpack what happens when pricing pressures, tariffs, and uncertainty force companies to make hard decisions. From Chipotle and Walmart to Costco, Apple, and McDonald’s, they examine how brands signal their real priorities—not through campaigns or messaging—but through operational trade-offs. Who absorbs rising costs? Who gets protected? And who gets quietly left behind? Drawing on retail data, investor logic, community impact, and cultural context, this conversation explores the growing gap between storytelling and execution—and why brand values are no longer judged by what companies say, but by what they do when the pressure is on. This episode is for leaders, strategists, and operators navigating complexity without the luxury of certainty—because growth doesn’t require clarity about the future, it requires clarity about your priorities. Complexity isn’t going away. Clarity is the competitive advantage.

S1 · E17

16 mar 2026

33:17

From Bad Bunny to the Olympics: How Cultural Visibility Is Reshaping Power, Brands, and Representation

The cultural ripple effects of Bad Bunny’s record‑breaking Super Bowl halftime show didn’t end when the lights went out. In this episode of The Chingona Chair, Diana Leza Sheehan, Lilia Arroyo‑Flores, and Alex Garza dig into what happened after the performance — the pride, the backlash, and the revealing national conversation about representation and identity in America. With over 128 million viewers tuning in, Bad Bunny’s all‑Spanish performance became more than entertainment; it became a generational moment of visibility for Latino communities. Diana, Lilia, and Alex break down why the emotional resonance was so powerful, why the conservative backlash said more about shrinking cultural dominance than about the performance itself, and what this split reaction signals about America’s evolving identity. The conversation then moves to the global stage of the Olympics, where U.S. athletes are speaking out clearly and unapologetically on immigration policies and social issues. The hosts unpack why athletes are using their platforms now, how audience expectations have shifted toward authenticity, and what it means when older, unexpected voices — like a 54‑year‑old U.S. curling captain — join the conversation. From personal branding to multinational sponsorship tensions, the trio explores how global events like the Super Bowl, Olympics, and upcoming World Cup challenge brands to embrace complexity, values alignment, and multicultural audiences. They highlight emerging brand winners at the Winter Olympics and offer guidance for organizations navigating a values‑driven marketplace where silence is a stance. Key themes: Representation & cultural pride • Backlash & fear • Latino visibility • Athlete activism • Brand values & global audiences • Complexity in multicultural marketing • The global economic and cultural influence of the Latino community If you’re a brand leader, marketer, or media strategist navigating culture today, this episode offers a real‑time lens into how identity, advocacy, and global platforms are reshaping influence — and what it means for the next major cultural moment.

S1 · E16

18 feb 2026

35:37

Latinos Aren’t the Moment—We’re the Movement: A Super Bowl Breakdown

The Monday after the 2026 Super Bowl, the Chingona Chair is back — and this halftime show wasn’t just performance. It was a cultural reset. In Part 2 of our NFL + Bad Bunny special, Diana, Lilia, and Alex unpack the moment the world watched Latino culture not just appear on the biggest stage in America — but lead it. We get into: 🌴 How Bad Bunny told a story of Latino neighborhood life — not stereotypes 🇵🇷 Why seguimos aquí was more than a comment; it was a declaration 🔌 The subtle political messages (hello, Hurricane Maria power lines) 🎉 The real wedding, the bodegas, the flags — and what they symbolized 🎤 Generational visibility: Ricky Martin, Lady Gaga, Cardi B, Jessica Alba 🌎 Why the NFL isn’t introducing Latino culture anymore… it’s keeping up with it 📺 The ads: which brands played defense, who actually got it right 📈 What this moment means for brands, marketers, and the future of cultural strategy This isn’t about a halftime performance. It’s about a restructuring of influence, identity, and who gets to set the tone in America. If you work in branding, culture, or consumer strategy — this episode is your playbook.

S1 · E15

9 feb 2026

42:10

Why Bad Bunny at the Super Bowl Matters: NFL Growth, Latino Influence & the Future of Branding

The Super Bowl. Bad Bunny. Cultural backlash. Global expansion. This episode of The Chingona Chair breaks down one of the most important brand strategy moments of the year: the NFL’s decision to place Bad Bunny — the world’s most‑streamed male artist and the first Spanish‑language Album of the Year winner — at the center of its biggest stage. Marketing experts Lilia Arroyo Flores (Dígame Consulting), Alex Garza (AGG Consulting), and Diana Sheehan (PDG Insights) unpack what the Bad Bunny controversy was really about, who fueled it, and why the NFL isn’t flinching. We get into: Why the Bad Bunny backlash surfaced — and what it reveals about language, identity & xenophobia How the NFL is strategically targeting global growth in Mexico, Brazil, Europe & beyond What “mass appeal” actually means in a fractured, politicized marketplace Why the NFL can absorb cultural heat when other brands can’t How Spanish‑language music, Latino audiences & global streaming now shape U.S. cultural power What brands should watch for during the Super Bowl: commercials, performers, signals & subtext If you’re a marketer, cultural strategist, or brand leader trying to grow with diverse audiences, this conversation breaks down the dynamics shaping the future of mass marketing. Follow The Chingona Chair for more real talk, bold strategy, and insights that actually matter.

S1 · E14

6 feb 2026

31:14

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