Latina Marketing Leader Transfers Skills

Latina businesswoman with transferable marketing and strategy skills are a boon for nonprofit businesses.


Anyone who knows my business background seems surprised to have heard about my involvement in the not for profit sector.  And so, I am often asked “how and why did you do it?”  I was fortunate to have worked for several Fortune 100 companies e.g. Citibank, Avon Products, Ingram Micro and General Motors. 

I remember always being the first Hispanic, or Latina businesswoman or Spanish speaking person at every entity.  They were good years, good times, during which I learned so much.

Like many others, one day you are called in and advised that your division is being eliminated.  I never went through an ‘angry’ phase as I genuinely believe that everything happens according to God’s plan. If one door closes, there is a reason why and another door will eventually open.

Unemployment was at an all time high during the recession and even though there are signs of improvement, if we are honest with ourselves, we would admit that we know of someone who was/is unemployed.  The corporate sector seemed to be cutting positions at a rapid rate

Consider the nonprofit sector

I grew up in a family that had always served in the community; that is, we participated in church and/or community related events, we helped neighbors in need, etc.  And so it was ingrained in me early to care about others. 

Hence, throughout my professional career I always found myself involved with community based and not for profit organizations.  From participating in Junior Achievement, to Big Brothers Big Sisters to Hispanic related organizations to professional affiliations, I always found time to be involved.

So it was no surprise that after my departure from the corporate sector, I joined the Broward Center for the Performing Arts as Vice President of Marketing and Sales. 

Yes, performing arts centers are nonprofits.  I also became a member of The Soup Kitchen Board of Directors, a relationship that expanded in responsibility when I left the performing arts position.

A Growing Sector

There were more than 1,600,000 nonprofits registered with the Internal Revenue Service (IRS) in 2010*, an increase of 24% from 2000. 

The nonprofit sector contributed $804.8 Billion to the U.S. economy in 2010, making up 5.5% of the country’’s gross domestic product.* The largest single category— 50l(c) (3) public charities – include over 1,485,000 organizations and reported $1.51 trillion in revenue and $2.71 trillion in assets.

In 2010, nonprofits accounted for 9.2%of all wages and salaries paid in the U.S.* Interesting to note that since 2008, the overall number of employees in the U.S. economy has been declining while employment in the nonprofit sector continued to increase during the recession. 

In fact, the nonprofit sector grew faster from 2000-2010* (+17%) – in terms of employees and wages – more than business (-6%) or government (+8%).

Nonprofits or not-for-profit are generally tax exempt organizations and the IRS has identified over 30 kinds.  Most people think nonprofits are public charities, organizations active in the arts, education, health care, human services, and other areas to which donors can make tax-deductible contributions. 

The sector, however, also includes advocacy organizations, labor unions, business and professional associations, social and recreational clubs, as well as a variety of others.

Next page- Benefits of Working With Nonprofits



Sonia Green
Sonia Green
Sonia Green is a nationally recognized leader in marketing and brand communications for over 25 years, with a specialty in multicultural/diversity marketing. Sonia was the first Director of Avon's first U.S. Hispanic Marketing Division, she successfully developed and introduced new products and marketing programs. She also served as President and Chief Operating Officer for the company, Ingram Micro, the world's largest distributor of technology products. Ms. Green was Director of Diversity Marketing and Sales at General Motors with responsibility for the Hispanic and Asian consumer segments. Ms. Green was instrumental in developing the strategic plans that generated market share increases. Most recently Ms. Green served as V.P. of Marketing and Sales at the Broward Center for the Performing Arts, Hispanic Institute for Research and Development, Mexican Cultural Institute of New York, and the National Hispanic Corporate Council at which held the Chairperson position. Ms. Green received her B.B.A., Baruch College of NY and Marketing Management Program, Columbia University Graduate School of Business.

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