Veronica Molina is a senior marketing lead for Amazon Prime Video, where she leads US Latino marketing and “Primero Latino,” an initiative dedicated to championing Latino stories. When developing and implementing strategies across channels to engage the US Hispanic/Latino audience, she focuses on driving meaningful connections and celebrating the diversity of the Latino community.
What is your greatest career accomplishment to date?
Leading the launch and overseeing Prime Video’s Primero Latino initiative. This 360-degree, always-on program champions Latino narratives, cultura, comunidad, and creatives, providing a welcoming and celebratory space for Latinos from all backgrounds within the entertainment industry. I was able to leverage a diverse set of skills—including influencer marketing, social media, paid media, events, experiential marketing, and sponsorships—to bring this vision to life. Most recently, this initiative includes leading the US marketing efforts for Betty la Fea, further solidifying our commitment to authentic and inclusive storytelling.
What is your greatest personal accomplishment to date?
Betting on myself and leaving Texas after college to try something new and step out of my comfort zone. It wasn’t easy to leave my family but making that move allowed me to meet incredible people and have experiences that have truly shaped my life and career.
What do you do today to impact your community?
I lead efforts to champion Latino narratives and support Latino creatives in the entertainment industry, creating platforms that amplify their voices. I’m committed to giving opportunities to other Latinos and lifting each other up so we can all thrive and make a meaningful impact.
Where do you see yourself in five years?
In five years, I see myself continuing to drive meaningful initiatives that celebrate and amplify diverse voices. I envision taking on leadership roles where I can mentor and inspire the next generation of creatives and marketers. I also hope to work on innovative projects that push the boundaries of storytelling and cultural representation.
What is the biggest issue that you want to help solve, and why?
The biggest issue I want to tackle is improving access to quality education for low-income communities. By working to close educational gaps, we can increase diversity across industries, creating more opportunities for success and paving the way to a more equitable future.
Who inspires your leadership?
My big sister, Carla Molina. As an executive at Bank of America, she has dedicated her career to advancing financial education for Latinos. Carla leads with authenticity and empowers her team to embrace new challenges with confidence.
What is a surprising hobby or interest that helps you stay creative and energized?
Running! I love to zone out and clear my mind before tackling a big project.
What is your Latino background?
I am Nicaraguan American. I was born and raised in Houston, Texas. Both of my parents are Nicaraguan and came to the US in 1977.
What song do you listen to that motivates you?
“Diva” by Beyoncé.
