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Maneuvering through this whole "working professional" thing can be tricky. There are the fails, the floundering, and those occasional periods that feel like free-falling. So would you mind if we step in here and offer a bit of assistance? Enter: The New C-Suite, a program from Cosmo and digitalundivided that spotlights the (super impressive) women of color breaking ground in corporate America. For our column The New C-Suite Gives Good Advice, these honorees are popping in to talk about the moves and mistakes that eventually led them to thrive in those top spots.
Before Sandra Velasquez founded her groundbreaking bath and body care brand Nopalera, she worked in all sorts of roles, from CPG sales rep to leading a Latin Alternative band. Her CEO era kicked off in 2019, when she noticed a lack of premium Latinx beauty brands on store shelves, and decided that she would fill that market gap. In other words, Sandra is a mover/shaker/innovator so you'll want to pay close attention to her career tips. Read on to learn more about her life as a brand leader, including specific intel on why building a network is so crucial to your success.
What has been your scariest career hurdle, and what did you learn once you made it to the other side?
Raising money while simultaneously running out of money. Showing up confidently and continuing to move forward with the belief it would happen takes a lot of courage and focus. That process taught me to become the money when I didn’t have it. At this stage, investors are investing in the founder. So I had to step into my future self every day.
When you approach moments of burnout, what has been the best way to overcome them?
The best way to overcome burnout is by taking a day off and being in nature. Knowing what fills your well is critical and it’s different for everybody. For me, it’s natural beauty. I need to sit and stare out into nature.
What’s the top career advancement tool that you’d recommend to young professionals?
I recommend building a network. This may mean joining a mastermind. That’s what I did. So much of everything is who you know and making sure you are building relationships with people that are miles ahead of you and who can help. It’s important to note that all relationships are two-way streets. Give to receive.
Do you have any advice on how to deal with a bad boss?
The best way to deal with a bad boss is to leave them. Seriously, start looking for other work unless your job is worth fighting for and you want to have a sit down with HR. If you are going to go that route, come up with solutions to remedy—not just complaints.
What about self-doubt… When you’re not feeling sure of yourself, how do you snap out of it?
It’s normal and everyone has it, so don’t feel bad. Ask yourself why you have the doubt? Is there an action you can take to change the feeling? Always come back to what you want. What is your purpose? Your mission? Focus your energy on that and remove your ego from the situation.
Who’s the first person you call when you get exciting career news/updates, and why?
I have a CEO squad. There are five of us. We are a success squad that supports each other unconditionally. We have a text thread and meet weekly by Zoom and quarterly in person. It is life-changing to have a safe space where you can share your wins and massive high-fives and hell yeahs! I wish every woman had this. It's so important to celebrate your wins and have people that are happy when you win.
Workplace culture has gone through a ton of change in the last few years, what with the pandemic, the corporate reckoning on racial inequality, the great resignation, quiet quitting, and more. What’s another change you’d like to see in workplace culture?
I’d like to see companies investing more in their people. The first thing I did when I raised capital was hire a coach for my youngest team members. What a gift to be able to do that. Imagine if large companies did that?
Who is your career idol, and why?
All women who are out there building and scaling businesses. My favorite founder right now is Bea Dixon of The Honey Pot.
We want to talk splurges! What’s your philosophy on “treat yourself” purchases? As you’ve made your way up the corporate ladder, what’s one way you’ve rewarded yourself?
I have no problem splurging on myself. I had this modeled for me by my mother, thankfully. I celebrate anything and everything—spa dates, nice hotels, fabulous dinners. I do it all. I took myself to Bali for my 40th birthday. I rented a house on the beach in the Dominican Republic for my family for Thanksgiving. I booked myself at the Ritz Carlton for a work trip. Because I am worth it!
What would you say to readers who are trying to seek out a mentor in their field?
As someone who mentors other founders, I like to see the mentee making big efforts toward their goals. When you show you are trying, it inspires people to want to help you get there. I like helping people who have big visions and are taking consistent actions.
What advice would you give to young women of color who want to found their own business?
Study the competitive landscape, and identify what is missing and make that from your perspective. We all hear the advice of “do what you love” and “follow your hearts” but none of us create businesses in a vacuum. It’s important to understand brand positioning and the market to make sure you stand out. You can also join my weekly entrepreneurial newsletter from my personal website and listen to The Nopalera podcast. I created both as a blueprint for entrepreneurs.
