Laritza is the founder of Purple Group and serves as the agency’s President and Chief Strategy and Creative Officer. With a robust 30-year career spanning domestic and international markets, Laritza has a dynamic background in marketing communications, advertising, management, and operations within Fortune 200 companies. Her global business acumen is reflected in her successful ventures across Canada, Europe, Latin America, and the United States, and her expertise spans multiple industries, including banking, insurance, healthcare, and more.
At Purple Group, Laritza leads the development of innovative strategies to tackle business and marketing challenges across diverse sectors, including broad and niche markets, helping clients in marketing for a better world. She steers the agency’s strategic initiatives, campaign executions, and social justice projects, which are pivotal in driving change and fostering partnerships.
Laritza holds a Bachelor of Business Administration from Loyola University Chicago and has completed the Harvard School of Business Summer Venture in Management Program. She is an active participant in continuous learning through conferences and self-education. Her leadership extends to serving on several boards and committees, including the Metropolitan Planning Council, Hispanic Housing Development Corporation, and the Latino Policy Forum.
Recognized as a significant influencer in the Latino community, Laritza has been featured in numerous publications and has received several accolades, including being named one of Chicago’s 50 Most Influential Latinos, Business of the Year by Negocios Now, and awarded the prestigious Hispanic Marketing Award through a unanimous vote of her peers. Under her guidance, Purple Group has garnered multiple industry awards in the broad and niche markets, demonstrating her effective leadership and the agency’s impact in the field.