{"id":14492,"date":"2026-09-24T14:32:05","date_gmt":"2026-09-24T18:32:05","guid":{"rendered":"https:\/\/wbecnydmv.org\/?p=14492"},"modified":"2026-09-25T15:05:22","modified_gmt":"2026-09-25T19:05:22","slug":"celebrating-hispanic-heritage-month-captivas-co-founders-build-growth-through-cultural-intelligence-strategy-and-strong-relationships","status":"publish","type":"post","link":"https:\/\/wbecnydmv.org\/es\/celebrating-hispanic-heritage-month-captivas-co-founders-build-growth-through-cultural-intelligence-strategy-and-strong-relationships\/","title":{"rendered":"Celebrating Hispanic Heritage Month: Captiva\u2019s Co-Founders Build Growth Through Cultural Intelligence, Strategy, and Strong Relationships"},"content":{"rendered":"

\n\t\t\tCelebrating Hispanic Heritage Month: Captiva’s Co-Founders Build Growth Through Cultural Intelligence, Strategy, and Strong Relationships \t<\/h1>\n\t\t\t\t\"CAPTIVASEPT10-99\"\n\t

For Captiva<\/a> co-founders Pamela Nieto and Maritza Lizama, being Latina is central to how they lead, how they understand audiences, and how they have built a business designed to grow with intention. Pam grew up in Colombia and came to the United States at 19. Mari was born in El Salvador and moved to the U.S. at six. Both have spent most of their lives in the Greater DMV region, building careers rooted in the local business community before launching Captiva together.<\/p><\/blockquote>\n\t\t\t\t

Their cultural backgrounds inform more than their personal identities. They shape how Captiva approaches strategy, communication, and client relationships.<\/p>\n

“We’re part of these communities, not looking at them from the outside,” they shared. “That perspective shapes Captiva.”<\/p>\n\t\t\t\t\"Logo\n\t\t\t\t

That lived experience has become part of the agency’s value proposition. As brands work to communicate across increasingly diverse audiences, Pam and Mari see cultural intelligence as a business capability, one that helps clients understand communities with greater context and avoid treating Latino audiences as a single, uniform market.<\/p>\n\t

\n\t\t\t\tBuilding a Business Around a Different Model\n\t\t\t<\/h2>\n\t\t\t\t

Captiva began in 2021, after Pam lost her job and started reconnecting with her network. As marketing opportunities emerged, Mari, who had already moved into consulting after leaving the Washington Business Journal, became the person Pam called to help.<\/p>\n

After their second client, they decided to formalize the partnership and build a business together.<\/p>\n

From the beginning, Pam and Mari wanted Captiva to offer clients the strategic thinking and talent associated with larger agencies while operating with a more flexible model. They also wanted to create a company where talented people could do meaningful work without having to choose between professional growth and the lives they wanted outside of work.<\/p>\n

That principle was personal.<\/p>\n

The two women had become mothers at nearly the same time, with sons born four months apart. Entrepreneurship gave them an opportunity to build a business around the flexibility they wanted as working mothers, while creating similar opportunities for the people they would eventually hire.<\/p>\n

As Captiva grew, so did their definition of what the agency should stand for.<\/p>\n

They focused the firm on working with organizations they believe are contributing positively to their communities, while building a team with varied backgrounds, experiences, and perspectives.<\/strong> They also invested deliberately in their own co-founder relationship, bringing in a strategic advisor during their second year to help strengthen how they worked together.<\/p>\n

For Pam and Mari, that ongoing work has been central to building a company that can sustain growth.<\/p>\n\t

\n\t\t\t\tCelebrating Hispanic Heritage Month\n\t\t\t<\/h2>\n\t\t\t\t

For Pam and Mari, Hispanic Heritage Month is an opportunity to celebrate an identity that is present in their lives and their business every day.<\/p>\n

“We’ve never been more proud to be Latinas than we are right now,” <\/strong>they shared. “It’s not something we set aside for one month. It’s part of who we are, how we work, and even the two languages and all the Spanglish we speak at Captiva.”<\/strong><\/p>\n

That connection is also deeply personal as they raise sons who are growing up bicultural. Pam and Mari are intentional about helping their children develop strong connections to their Colombian and Salvadoran roots while also embracing the American culture that has shaped their families’ lives.<\/p>\n

“We want them to know and love the cultures that shaped us, from the food and music to the warmth, humor, close-knit families, and little quirks that make Latino culture so vibrant,” they said. “We’re also incredibly grateful for the opportunities this country has given us and want them to embrace American culture, too.”<\/p>\n

Pam and Mari also see their Latina identities as formative to how they approach entrepreneurship, relationships, and leadership.<\/p>\n

“Being Latina has taught us resilience, resourcefulness, and the importance of lifting each other up,” <\/strong>they shared. “We come from a diverse, multicultural, multiracial community that knows how to find joy even in hard times.”<\/strong><\/p>\n

For them, that community is defined by connection: an affectionate hug or kiss, a table full of food, music in the background, close-knit families, humor, and a shared sense of belonging.<\/p>\n

It is also a community with a significant role in the American economy and culture. As Pam and Mari put it, Latinos are one in five Americans, with deep roots in this country and contributions that can be seen across service industries, businesses, institutions, and communities.<\/p>\n

For Captiva’s founders, Hispanic Heritage Month provides a moment to recognize those contributions while celebrating the culture they carry with them into their families, their leadership, and their work.<\/strong><\/p>\n\t

\n\t\t\t\tAdapting as the Market Changes\n\t\t\t<\/h2>\n\t\t\t\t

Captiva’s growth has also required the founders to continually reassess where the agency creates the most value.<\/p>\n

As artificial intelligence began reshaping the marketing industry, Pam and Mari used the disruption as a reason to sharpen Captiva’s positioning rather than broaden it.<\/p>\n

Their answer was to focus more clearly on the capabilities they believe distinguish the agency: strategic thinking, cultural intelligence, human connection, and the ability to make complex ideas easier for clients and audiences to understand.<\/p>\n

That adaptability reflects a reality familiar to many women business owners: growth requires more than delivering strong work. It also requires making deliberate choices about positioning, capacity, relationships, and where the business can compete most effectively.<\/p>\n

For Pam and Mari, one of Captiva’s most meaningful measures of success is the team they have built.<\/p>\n

“Our biggest success isn’t limited to a cool client logo, a revenue number, or even awards,” they said. “It’s the team we’ve built: people we genuinely like, trust and admire, with different perspectives and experiences, who are smart, talented, and as committed to our clients as we are.”<\/p>\n\t

\n\t\t\t\tFinding Greater Value Through Deeper WBEC NY DMV Engagement\n\t\t\t<\/h2>\n\t\t\t\t

Pam first became familiar with WBEC Metro New York and Greater DMV through her work at the Greater Washington Hispanic Chamber of Commerce. Captiva has now been WBENC-Certified for three years, but the founders say the value of the network became much clearer once they became more deeply involved.<\/strong><\/p>\n

Earlier this year, Pam participated in the SAGE Advice<\/strong> program with WBEC Greater DMV and Capital One and remains close with her cohort peers. The experience connected her more directly with other business owners and advisors and gave Captiva access to relationships that continued beyond the program itself.<\/strong><\/p>\n

Pam also attended the 2026 WBENC conference in Salt Lake City in June, where she made connections the founders describe as a clear return on the time and investment<\/strong> required to attend.<\/p>\n

That experience changed how they think about engagement with WBEC NY DMV.<\/p>\n

“If anything, we regret not getting more involved sooner<\/strong>,” they said.<\/p>\n

For Captiva, the value has not yet come in the form of a contract directly tied to WBEC NYD DMV. Instead, it has come through a stronger peer network, trusted advice<\/strong>, and introductions that have expanded how the founders think about the company’s potential.<\/strong><\/p>\n

One relationship in particular has made an impact.<\/p>\n

Through SAGE, Pam met Ann Ramakumaran of Ampcus, who became a mentor to the Captiva founders.<\/p>\n

“She is generous with her time, her network, and her advice, pushing us to think bigger,” Pam and Mari shared. “That kind of access doesn’t always show up on a revenue report, but it’s changed how we see what’s possible for Captiva.”<\/p>\n

That distinction matters.<\/p>\n

For growth-minded women business owners, Certification can open doors, but Captiva’s experience shows why engagement beyond Certification can be equally important.<\/strong> Strategic relationships, trusted peers, experienced mentors, and access to people who can make meaningful introductions<\/strong> can all influence how a business prepares for its next opportunity.<\/p>\n

Pam and Mari now plan to stay closely engaged with the WBEC NY DMV community.<\/p>\n

Their advice to other women business owners is rooted in their own experience: build your network strategically, learn from people who have already built what you are trying to build, <\/strong>and stay close to people who can help you see opportunities you may not see on your own.<\/strong><\/p>\n

For Captiva, deeper engagement with WBEC NY DMV has done exactly that.<\/p>","protected":false},"excerpt":{"rendered":"

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