For San Antonio native Stephanie Yzaguirre, creating space for Latina marketers began with something she knew firsthand: the importance of being seen, connected, and supported in an industry where Latinas shape brands, campaigns, and conversations every day.
Yzaguirre, a first-generation college graduate raised on San Antonio’s Southside, founded Latina Marketer’s Society, a growing national community that connects Latina marketers and creative professionals through mentorship, events, conversations, and professional opportunities.
Now, she has taken that work one step further. Yzaguirre is also behind National Latina Marketer’s Day, a new annual observance recognized by the National Day Archives and celebrated every Oct. 2.
“We are already here and doing incredible work,” Yzaguirre shared. “But I also want us to be seen, heard, and recognized for that work.”
Yzaguirre’s career has included television, radio, media sales, restaurant marketing and media buying. She currently leads brand and creative marketing at SeaWorld San Antonio, helping develop campaigns around major attractions and experiences, while continuing to build Latina Marketer’s Society outside of her full-time career.
That makes the story behind National Latina Marketer’s Day especially meaningful. This is not only about creating another date on the calendar. It is about a San Antonio Latina taking an idea, building a community around it and creating national recognition for women working in her industry.
The first National Latina Marketer’s Day was held Oct. 2, 2026, during Hispanic Heritage Month and launched alongside a sold-out virtual summit hosted by Latina Marketer’s Society. The inaugural event brought marketers together for conversations about careers, leadership, representation, strategy and community.
Yzaguirre hopes the annual observance grows beyond the organization that created it and becomes a day Latina marketers across the country can claim as their own.
Her story is also a reminder that big ideas do not always begin with a perfect plan. Sometimes they begin with seeing what is missing, believing you can help create it and being willing to start.
For us, that is exactly the kind of story San Antonio Latina Legacy was created to share: Latinas from our city using their experiences, careers and ideas to open doors and create opportunities for others.
Learn more about Latina Marketer’s Society and National Latina Marketer’s Day, observed annually on Oct. 2.
