IN THE SPOTLIGHT
PAMELA NIETO & MARITZA LIZAMA
Co-Founders, Captiva Branding
October, 2025
Photos by Pablo Roldan
Captiva Branding has established itself as an on-demand marketing and branding agency for purpose-driven brands. What inspired this strategic direction, and how did you recognize that the market was calling for this kind of agency model?
During the pandemic, we saw two powerful shifts happening at once. On one hand, purpose-driven organizations were struggling to connect with their audiences in ways that felt authentic and human. On the other hand, talented professionals were being laid off and discovering the freedom and necessity of working remotely.
Captiva was born at the intersection of those realities. We wanted to create an agency model that was both nimble and intentional, bringing together seasoned strategists, designers, and writers who could jump in and serve as an extension of our client’s team.
That moment sparked a new kind of agency — one that’s agile, mission-driven, and grounded in value and impact. Captiva was built to help brands look and sound as good as their impact.
In your experience, what does it mean to “build brands with purpose”? How does that purpose show up in the projects you take on; from smaller initiatives to large-scale campaigns?
For us, it’s about creating from the inside out. Beyond a beautiful logo or catchy campaign, real branding starts with uncovering an organization’s why—its North Star—and turning that into a story people can feel and believe in. We partner with organizations already doing meaningful work but struggling to express it in a way that truly connects. Our job is to bridge that gap, to make sure how they look, sound, and show up in the world reflects the real impact they’re making.
As your work has expanded across regions and industries, how have you maintained an authentic, consistent brand voice with such a diverse mix of clients? What have you learned in the process?
Our biggest challenge, and frankly, biggest opportunity, has been honoring each client’s unique story while communicating with heart and impact. Authenticity starts with listening. Before creating anything, we dig deep to understand their audience, their challenges, and what truly sets them apart. The key lesson? When you lead with purpose and people first, your brand can adapt to any audience without losing its essence.
What inspired you to co-found the Latino Executive Network (LEN)? What gap did you see in the Latino executive community, and how is LEN filling that space today?
DC has plenty of networking events but we wanted something deeper and cooler. A space that felt exclusive yet warm, professional yet personal. Somewhere you walk in and instantly feel like you belong. Not a room full of business cards, but real connection and collaboration. Think “Cheers” where everybody knows your name, and wants you to win.
Can you share a moment or initiative within LEN that reaffirmed your belief in the power of community among Latino leaders?
The LEN Cup comes to mind. Organizing a polo tournament of that scale, without big sponsors or corporate backing, showed what’s possible when Latinos unite with purpose. It was a true collaboration with everyone lifting each other up. That day, you could feel it. It was magical.
Maritza, with more than 20 years in marketing — spanning strategy, branding, and execution — what was a turning point in your career? Was there a moment or project that reshaped how you approach marketing today?
I was born to be an entrepreneur. I’ve always been self-motivated and driven, but learning how to run a business has been a journey, one I’m still on. Going out on my own for the first time was a leap of faith, but co-founding Captiva in the middle of a pandemic was truly transformational. Every client has taught us something new. One of the most meaningful projects was helping launch TLC’s Dyer Care Center, a crisis stabilization center.
Seeing how branding and marketing can shape the future of an organization doing so much good, that’s the kind of work that reminds me why I do this.
How do you balance creativity with strategic discipline, keeping ideas grounded in purpose?
Most people lean one way or the other, either wildly creative or deeply analytical. I’m a mix of both. I love creative chemistry (or alchemy, as one client described it)... the spark of an idea, the storytelling, the design, so much fun! But I also geek out with the data, the numbers, the strategy behind it because results matter.
On a personal note, what’s been the toughest lesson you’ve learned as a leader, and how do you apply it when juggling roles, expectations, and your own self-demand?
I love what I do, and I feel incredibly grateful to be building this agency with such an amazing partner. But I’ve learned that there’s more to life than just work. All this grind and effort is ultimately about creating freedom so I can spend time with my family, give back, and live fully. The work will always be there. Clients come and go. But relationships? Those are what truly matter. So it’s super important to prioritize them and nurture them.
Pamela, as a multicultural Chief Brand Officer, how do you see the paradigm of communication and community branding evolving in recent years? What narratives or stories do you believe still need more visibility?
We’re seeing a real shift toward ethical branding, where communication isn’t just about visibility, but responsibility. It’s not enough for brands to represent communities; they need to engage them, listen, and co-create stories that feel honest and relatable.
Communities today expect transparency, empathy, and purpose. They can tell when something’s performative, inauthentic, or just plain fake.
Could you share an experience - personal or professional - where your cultural identity became a decisive asset in your work? How did you integrate it, and what impact did it have?
Most of my career has been in multicultural communication, whether creating public health campaigns for federal agencies or partnering with diverse businesses that serve underrepresented communities.
Through Captiva, one of the projects I’m most proud of is our work with the National Hispanic Health Foundation, focused on diversifying the public health workforce. The goal was simple but powerful: to help communities reflect and represent the people they serve.
As a Latina living in DC, I see this need every day. I actively seek physicians who understand my cultural nuances, yet Latinos represent nearly 20% of the U.S. population but only about 6% of physicians. That gap matters, not just for representation, but for trust, communication, and effective care.
Campaigns like this go beyond awareness; they create pathways for inclusion and belonging. And for me, that’s the real impact of culturally informed branding.
If you could write a letter to your younger self at the start of your career, what advice would you give about leading with authenticity and staying true to your purpose, even when the path feels uncertain?
I’d tell my younger self that leading with authenticity and integrity isn’t always the easiest path, but it’s always the right one. There will be moments when you’ll feel pressure to fit into someone else’s version of success, to make yourself smaller, or to play it safe. Don’t. Stay anchored in your “why,” lead with empathy. Keep choosing purpose over profit, and the right doors will open.
Looking ahead, what legacy do you hope to leave through Captiva Branding and the Latino Executive Network?
“Legacy” sounds like something you leave behind, but for us, it’s what we’re building every day.
Through Captiva, we’re disrupting the traditional agency model and redefining what an agency can be: transparent, nimble, and accessible (without the huge overhead of a full-time team). Our mission is to help small businesses and nonprofits play in the big leagues with world-class strategy and creative that delivers lasting impact.
And through LEN, we’re rewriting the narrative of Latino leadership. The modern Latino professional is educated, discerning, and globally engaged. We lead teams, influence industries, and shape culture every single day. Yet too often, those stories go untold.
LEN exists to showcase Latino excellence, creativity, and power; to open doors, create partnerships, and strengthen networks.
Because in the end, we know our legacy isn’t just about our individual success. It’s about elevation. When one of us rises, we all rise.