“Love is God, my family, and the people around me,” says Verónica.
“You’re like a little ant,” I said.
Her laughter erupted.
“How so?”
“You’re all over Los Angeles, at events, helping people, seeing what they need, being a footprint of our community,” I replied.
She is Verónica Alvarado. Today, she will be recognized at the Crypto Arena as one of 40 “Woman of Impact” by the LA Kings.
But… she is very humble, noble yet fierce and integral.
The “Women Of Impact” Award aims to honor and unite industry leaders who are making an impact through their humanitarian work, achievements, resilience, and dedication to uplighting others. They will be honored tonight at this exclusive event.
“I accept this recognition in solidarity with all those women who suffer from domestic violence and for all those still fighting for their freedom, it breaks my heart to see so much unjustness in the world,” she says.
Verónica is not only a woman of words but actions.
She grew in ranks at an early age from an administrative assistant position at the Loews Santa Monica Beach Hotel, to a senior sales manager at House of Blues Sunset Strip.
She grew in ranks at an early age from an administrative assistant position at the Loews Santa Monica Beach Hotel, to a senior sales manager at House of Blues Sunset Strip, to one of the youngest Latina marketing executives at Univision Radio Los Angeles. This led her to discover her creative gift and produce high-level events for the Los Angeles Times and among other clients. In 2008, she launched her own marketing agency, NELMmarketing, according to her website.
In 2019, she created #NELMimpact, an initiative whose purpose is to support, educate, and raise awareness on topics that directly impact our Latino and minority communities in business, health, wellness, and finances, which led her to embark on her most aggressive venture, to build a Latino community that cares on a digital platform, PARRIVA, that enlightens, engages, and promotes user participation. PARRIVA serves as a launching pad to empower our Latino community to thrive.
“I had a childhood that through my grandmother and my mother in El Salvador taught me to care for people, and that no one should worry about not having food,” she adds. “I didn’t understand why the doors (porton) of our home in El Salvador were always open, I understood it later, my grandmother and mom were always always had a huge heart for serving and feeding the needy.”
Spirituality, her religiosity, helped her be in the position she is. A more serene life, in peace, after a turbulent childhood.
“There was alcoholism in the house, that affected me a lot, it hurt me and left scars on me. They were very tough years, I had to fight to overcome, but I left everything to God, I surrendered to him. He is one of the most important and impactful loves in my life. The other two are my sons. Sometimes, when I see a need, I would start praying, I would ask Him, “God, show me how I can help? Use me. You know my capabilities better than I do, Lead me.'” she adds.
For Veronica Alvarado, honesty is fundamental.
“We can’t expect change, if we don’t change ourselves first. If we aren’t honest with ourselves first. If we don’t look for a safe place.”
Many people ask me, ‘Verónica, why haven’t you remarried after so many years?’… I needed this time to heal, to grow and not repeat the same cycles. And Yes, I am surrounded by lots of LOVE, she smiles. To that, there are different ways to express love. My biggest love is with God, my family, and the people around me,” says Veronica.
For her, combating domestic violence is fundamental.
“Our culture is very good at hiding things, pretending that everything is fine. We don’t share what really goes on. There was a moment in my life when Verónica ceased to exist. Until I said, ‘Enough! I need to break these generational cycles'” she adds. And then came her rebirth, her resurrection. She resumed her Christian faith, her values. She forgave herself and that’s where her real journey began.
“I have fallen in love with God, he’s taught me to love again. Now I choose my relationships better, the people that surround me, I find a purpose in my actions,” she says.
Yes, Verónica Alvarado is one of us, her courage and bravery deserve this award, as she writes on her Instagram.
“GRATEFUL beyond measure to @thewomenofimpact and @lakings for this nomination and recognition🌟 I am so humbled and honored to be a part of this celebration and to kick off Women’s History Month with some incredible, inspiring and beautiful women on Thursday night at Crypto Arena. It’s moments like these that remind us of the power of lifting each other up and nurturing our community’s growth.
Together, we can achieve anything! ‘When our faith and purpose align, remarkable things can happen. With every endeavor we undertake, let’s strive to honor God and leave a positive impact on the world and inspire others to do the same.’ -Vero.
It’s Vero. A woman of impact.
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