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In our latest NextGen to Watch, we’re featuring Erika Rodriguez, who is the founder of Nadi Marketing and cofounder of the Co-Impact Collective. She grew up in Santa Ynez Valley, California, with roots in Jalisco, Mexico.
Rodriguez launched Nadi Marketing—which specializes in partnership marketing and collaboration for conscious B2C small- and medium-sized businesses—in 2020 to empower business owners who were doing good for both people and the planet. The Co-Impact Collective is a community-first cooperative for ecopreneurs, sustainability business leaders, and mission-minded founders, and it takes a community-first approach to business growth.
Who inspired you the most in your life growing up?
Growing up, my greatest inspiration came from all three of my parents. I had the unique privilege of witnessing firsthand their tireless efforts in running two Mexican restaurants, overcoming countless obstacles along the way. Their accomplishments extended beyond the business world; they managed to own homes and provide for our family while raising multiple children—a remarkable feat by any standard. Each of my parents exhibited a strong work ethic, instilling in me a robust sense of dedication and the profound understanding that success is born from hard work. They taught me the value of earning what you have, a principle that has guided me throughout my life and continues to inspire my own journey through career and personal growth.
Whose career really inspires you?
One woman who has consistently inspired me is America Ferrera. Since childhood, she has been one of the few representatives I saw on TV that I truly resonated with, particularly due to her portrayal of a character from a divorced family in her early role in Sisterhood of the Traveling Pants. Her character Betty Suárez in Ugly Betty especially struck a chord with me, mirroring many of my own personal and professional experiences at the time. America has been a constant, relatable presence in my life, for which I’m deeply grateful.
Watching her grow and achieve significant milestones, such as becoming the first (and still the only) Latina to win an Emmy for a leading role, filled me with immense pride. She has evolved into a true trailblazer, inspiring not just me but countless others.
Her TED Talk is also inspiring, emphasizing that our identity is not an obstacle but a superpower. America exemplifies what it means to be a role model by leveraging her platform to advocate for women and minorities, addressing issues from equal pay to political engagement and empowerment.
In essence, America Ferrera’s career trajectory, her commitment to representation, and her dedication to social causes continue to inspire and motivate me in my own journey.
What lesson did you learn early in your career that still serves you today?
A crucial lesson I learned early in my career, which still serves me today, is the importance of viewing all professional relationships as partnerships, regardless of whether they’re internal or external to your company. During my time in both corporate and startup environments, I realized that the people you work with consistently—vendors, contractors, suppliers, and other external collaborators—are just as vital to your success as your immediate colleagues. This insight became particularly clear through my experience organizing reoccurring events.
Year after year, I worked with the same event organizers and vendors. Over time, we developed a close working relationship. We looked forward to collaborating each year, reflecting on lessons from previous events, and brainstorming ways to enhance the experience for participants. This ongoing partnership allowed us to continually improve and innovate.
This approach to professional relationships has proven invaluable in my current role as a fractional strategic partnership director. I’ve cultivated a network of partners who support me in serving my clients effectively. By treating these relationships as true partnerships rather than transactional interactions, I’ve been able to create more value, foster innovation, and achieve better outcomes.
The lesson is clear: success in business isn’t just about what you can do alone, but how well you can collaborate with others across organizational boundaries. Building strong, mutually beneficial partnerships can lead to improved results, shared learning, and long-term success.
What are some of the biggest challenges you see for Latino professionals early in their careers?
Some of the biggest challenges I see for Latino professionals early in their careers are multifaceted and deeply rooted. Firstly, there’s a lack of representation at senior levels. It’s challenging to feel inspired when there’s little diversity in top management and executive roles, making it difficult for young Latino professionals to envision themselves in leadership positions. This absence can potentially limit career aspirations.
Secondly, many Latino professionals, myself included, often feel like we’re starting several steps behind our peers. This disparity stems from various factors: working from a young age to support family, balancing work and studies throughout college, navigating student loans without family guidance or financial support, and lacking the family resources that some peers have, such as parents who can pay for student loans or rent. We often miss out on established networks that can provide scholarship information or career opportunities, entering the professional world without the same level of connections or mentors. These circumstances create a compound effect, making it challenging to reach an equal footing with peers who may have had different advantages.
Lastly, wage disparities remain a significant challenge, particularly for Latina women. This issue is likely to become even more pronounced in the current political climate, potentially widening the existing pay gap. These challenges underscore the need for targeted support, mentorship programs, and organizational efforts to promote diversity and inclusion at all levels.
What behavior or personality traits do you attribute to your success?
While I’ve already emphasized the strong work ethic I inherited from my parents, another key factor is my fundamental approach to business. I’ve found that fostering genuine human connections and building strong relationships has been key to my success.
I make a conscious effort to connect with people on a personal level, going beyond just professional interactions. I believe this personality trait—the ability to humanize business relationships—sets me apart in an increasingly digital world. It allows me to build deeper, more meaningful professional connections that often translate into more successful collaborations and partnerships. I recognize that behind every business interaction is a human being with their own aspirations, challenges, and needs. This understanding helps me create mutually beneficial relationships and drives my success in the business world.
Which causes are you passionate about?
I’m deeply passionate about environmental conservation and sustainability. This commitment stems from a life-changing experience in 2012 when I lived through a Category 4 cyclone in Nadi, Fiji. This event opened my eyes to the reality of climate change and the role that corporations, governments, and individuals play in our current environmental crisis.
My passion manifests in various ways, from advocating for the conservation of our lands and oceans to promoting a low-waste lifestyle and pushing for environmentally conscious policies. I believe that meaningful change starts with our collective actions—reducing plastic consumption, minimizing landfill waste by prioritizing reuse, and rethinking our transportation habits. This includes driving less and opting for more sustainable modes of travel like public transit, bicycling, or walking whenever possible, thereby reducing our reliance on fossil fuels.
I’m particularly enthusiastic about empowering people to “vote with their dollars.” By making conscious consumer choices, we can send a powerful message to large corporations that we demand sustainable options. Moreover, I advocate for holding these corporations accountable for their environmental impact, rather than shifting the responsibility solely onto individuals.
As a business owner, I’ve translated this passion into action. I run my company with a strong sense of environmental and social responsibility, giving back to my community and using my business as a force for good. As a proud member of 1% for the Planet, I donate at least 1 percent of my revenue to environmental organizations. One such beneficiary is Surfrider San Diego, an organization dedicated to protecting and preserving our oceans, waves, and beaches.
In essence, my environmental passion is about advocating for our planet and ourselves. It’s about taking responsibility, influencing policy, and demonstrating that businesses can thrive while prioritizing sustainability.
What is one nonwork-related goal that you would like to achieve in the next five years?
One nonwork-related goal I’d like to achieve in the next five years is to travel more. While this year didn’t afford me the opportunity for international travel, it reinforced how much I value and look forward to my annual trips overseas. There’s an incredible wealth of experiences and sights to be discovered when exploring new places.
Although I’m comfortable traveling solo, a key aspect of this goal is to share these adventures with my family and close friends. I believe traveling together would not only create more memorable experiences but also allow me to share my passion for exploration with my loved ones. Travel, for me, is about broadening horizons, gaining new perspectives, and creating lasting memories. While it may tangentially relate to work by refreshing my mindset and potentially inspiring new ideas, the primary focus is on personal growth and shared experiences.
What’s one thing we’d never be able to guess from your LinkedIn profile?
One thing you’d never guess from my LinkedIn profile is that I’m an avid hiker. I find immense joy in embarking on long treks, which allow me to escape the digital world and immerse myself in nature for hours on end. In 2022, I pushed my limits by completing a challenging twenty-eight-mile hike in a single day as part of a fundraiser for Make-A-Wish San Diego in Big Bear, California. This experience was both grueling and incredibly rewarding. While I haven’t attempted a hike of that magnitude since, I regularly enjoy anywhere from three- to twelve-mile trails.
These hikes serve multiple purposes for me. They keep me grounded and provide a much-needed break from the constant buzz of technology. I also enjoy hiking with friends, as the trail offers a unique environment for uninterrupted, meaningful conversations—free from the distractions of our daily lives. Hiking rejuvenates my spirit and offers a balance to my work life.
Connect with Erika Rodriguez on LinkedIn.
