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Victoria Banuelos

“Caminante, no hay puentes, se hace puentes al andar (Voyager, there are no bridges, one builds them as one walks).”

― Gloria Anzaldúa

As a first-generation Mexican American, I grew up in a family that valued hard work, resilience, and the importance of learning about the world—constantly. Navigating the world as a first-gen Latina, I quickly realized that many of the stories and experiences I held close were not reflected in mainstream media or marketing. This gap fueled my passion for creating authentic, inclusive messaging that speaks to less-represented communities.

After earning my Master's in Strategic Communication Management from Purdue’s Brian Lamb School of Communication, I spent my corporate career working with companies of all sizes in the public and private sectors, helping them build marketing strategies that honor diversity and cultural nuance. This experience has shaped my belief that effective marketing goes beyond tactics—it’s about creating genuine connections between brands and the people they serve. I founded PUESTO with that very mission: to help businesses craft meaningful, culturally competent marketing that resonates with diverse audiences.

I’m committed to supporting entrepreneurs, empowering first-gen professionals, and building inclusive spaces where everyone’s story matters. This led me to publish my first book, First-Gen, NextGen: A Guide to Thriving as a First-Generation Latinx in the Next Generation of the American Workforce.

By working with PUESTO, you’ll get more than just a marketing strategy—you’ll get a partner who understands your vision and helps you create authentic connections with your audience, driving both impact and results. Whether you’re just starting your business journey or ready to elevate your brand, I’m here to support you every step of the way. I can’t wait to learn more about you and see how we can work together to bring your vision to life.

Victoria’s Official Bio

Victoria Banuelos, MA, PMP, is the founder and Managing Director of PUESTO, a premier marketing agency specializing in culturally competent strategies that drive brand growth and foster genuine connections with diverse audiences. With a Master's in Strategic Communication Management from Purdue University’s Brian Lamb School of Communication and certification as a Project Management Professional (PMP), Victoria brings over a decade of experience delivering innovative marketing solutions across industries.

As a first-generation Mexican American, Victoria has cultivated a deep understanding of the nuances of Hispanic marketing, empowering businesses to reach underrepresented communities with authenticity and impact. Under her leadership, PUESTO has become a trusted partner for organizations seeking to develop marketing strategies that resonate across cultural lines while focusing on inclusivity and results-driven growth.

Her professional journey spans roles in the architecture, engineering, and construction (A/E/C) industry, tech, and higher education, where she honed her skills in managing complex projects and delivering high-impact marketing initiatives. Victoria’s strategic understanding and background in project management ensure that her clients benefit from seamless execution and measurable outcomes.

In addition to her leadership at PUESTO, Victoria is a keynote speaker, addressing topics such as multicultural/Hispanic marketing, first-gen professional development, and the creation of inclusive brands. She is also the author of First-Gen, NextGen: A Guide to Thriving as a First-Generation Latinx in the Next Generation of the American Workforce, where she shares insights into navigating the workforce and empowering diverse voices.

Victoria’s work has been featured in several media outlets, and she continues to advise businesses on how to elevate their marketing in a rapidly changing global landscape. She is available for select speaking engagements and workshops on marketing strategy, project management, and inclusive leadership.

Based in Los Angeles, CA, Victoria remains committed to driving innovation in marketing and fostering a more inclusive business environment.

Get the book

Focusing on the first five years of a young professional's career, First-Gen, NextGen explores the formation of first-generation Latinx individuals’ identities by redefining what it means to be Latinx in the American workplace.

The reader dives headfirst into interviews with Latinx executive leaders, activists, and entrepreneurs who discuss this generation's management of an all-too-complex environment.

What people are saying

  • "When you start to read ‘First-Gen, NextGen’ as a first-generation Latina/Latino/Latinx, you will immediately see yourself reflected within the pages. It is time to share the unique, powerful, painful, and beautiful stories of the first-generation community within the United States."

    Vanessa Bellin, Founder of The 1st Gen Collective Podcast

  • “Victoria Banuelos has written a deeply personal primer for young people of color considering practical strategies for career planning. Read this book and learn from one of the best first-gen professionals.”

    Manny Prieto, Executive Director, Boston Court Pasadena

  • “Victoria presents the perfect balance of advice, reality, and guidelines that many of us seasoned professionals wished we had growing up. Her Spanglish presentation is familiar to what many of us grew up with. Me gusta! First-Gen, NextGen is the perspective the NextGen will need.”

    Bartholomew Perez, author of I'm Up To Something

More about the agency

Get to know PUESTO, and why we believe in the power of meaningful marketing.